Marketing an Experience

 All marketing is aimed at answering your customer's one key question – ‘what’s in it for me?’ So tell them.

The answer is not about the numbers of beds, the tour route, the chef or the activity – it’s the kind of experience you offer. Your marketing communication and its combination of images, graphic design, messages, style and tone of language should give an immediate sense of the experience and its emotive qualities.

This communication is all people have to decide whether they want what you have to offer.

Identifying your brand will make the communication process easier because you’ll have already decided what is most advantageous for your business – you’ll know how to best position the experience in the marketplace.

The experience you offer starts well in advance of your customer’s arrival. It might start at home when they find you on the web, in a visitor information centre when they pick up your brochure, or when they’re reading a magazine and see your advertisement. At that point - if your marketing is working - they start to form a relationship with you, your product or your business.

Understanding how to communicate in a purposeful way, for an intended outcome, is critical if you want to help visitors make meaningful connections. It is essential if you want them to go beyond an experience of the physical surrounds and tap into a more powerful experience.

For further information see:

e-Marketing: Australian Tourism Data Warehouse

Successful operators are using the Internet to engage and build on their business deliverables as more consumers go online for their destination information.

Website development will continue to become more important in an increasingly online competitive market. Connecting with customers online, both before and after they visit an operator’s site, will become increasingly important.

The Australian Tourism Data Warehouse (ATDW) is the national platform for digital information on Australian tourism and provides a central distribution and storage facility for tourism product.

The information is electronically accessible to operators, wholesalers, retailers and distributors for use on their websites and booking systems, including on Tourism Australia.

All accredited Tasmanian tourism product, uploaded to the ATDW, is used by major travel distributors such as Yahoo, Google and About Australia.

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