Living in a city that is best known as a tourist destination presents unique opportunities and challenges as anyone who hails from a similar locale will tell you. I’ve recently been reflecting on these lessons and what it means for businesses who are crafting a marketing strategy.  

“I didn’t know people actually lived there.” The #1 reaction I get when folks learn I grew up in Niagara Falls. Contrary to popular belief, there is indeed a whole city beyond the majestic waterfall, and within it a whole community of people.  

Whether it’s a wonder of the world, vast mountain range or a marvel of engineering, your tourist destination is full of local advocates for your business. These folks are often overlooked in marketing plans targeting tourist towns. Local advocates are not only there year-round to patronize your business, but many of them work in the tourism sector and have a unique opportunity to recommend your business to visitors. These folks present an opportunity to provide referral programs as well, incentivizing them to tell others about your business.  

The most commonly thought of are one-time visitors. Those coming from far and wide will share their experiences with friends, family and co-workers. So, although they present a single opportunity for customer interaction, if they are happy, they can still be a good advocate. Engaging these folks to write reviews or fill out a satisfaction survey can also help spread the word, legitimise your claims, and provide opportunities to address issues you may not have heard about while they were visiting.  

Repeat seasonal visitors can also be some of your most important customers.  When you provide exceptional experiences, it encourages visitors to make you part of their traditions which can lead to sustained long term patronage. Keeping in touch with these folks, tracking their key information in a CRM and making them feel like a VIP, even with small gestures can create raving fans for your brand.  

The ultimate lesson is no matter what sector you operate in, the best marketing tool is an exceptional customer experience. But don’t worry, you don’t have to do it all alone. Reach out to Blue Monarch if you need support crafting your strategy, messaging and customer engagement plans.  

About

Natasha Rogers is a dynamic marketing expert specializing in strategy, brand development and promotional marketing. She has executed successful campaigns, blending creative storytelling with analytical thinking. Over the last 15 years Natasha has worked in the higher education, retail and technology sectors developing engaging content, events and building high performing teams.