Post-Brexit Britain is an uncertain place. One thing we have seen is the plummeting of the pound. Whilst there will be struggles in the current climate, there will also be opportunities. One sector of British industry needs to cash in on this, and that is the tourist industry including heritage, museums and visitor attractions. Britain is looking a great prospect for international tourists at the moment, and Brits are also increasingly staying at home to holiday. It’s important for those businesses that benefit from tourism to ensure they’re ready to take advantage of this. It’s time to review your communications and marketing.
“Very often out of adversity that’s when the best work comes”. Tom Cochrane
Review your Marketing and Communications
First, do you have a communications and marketing plan (which we’ll refer to as Comms)? If you do then you need to assess what kind of shape it’s in and when it was last updated. You’d be surprised how many businesses and organisations neglect them, or ignore them.
So lets pull that plan out of the filing cabinet, or print it out and have that red pen ready. If you don’t have a current plan, then it’s time to create one – failing to plan is planning to fail. Every museum, attraction, hotel or business has a story that defines it and that illuminates the brand. And each one has an audience out there waiting to spend their money if only they knew where to spend it.
So the challenge facing every business and organisation is to tell their stories effectively in the places that will reach their audience and so bring the two together. No one will ever achieve a one hundred percent match between business and audience, but imagine what percentage you’re running at now – 10%? 35%? 55%? One thing is for sure it’s not 100%.
So get that frothy coffee and take some time out for a bit of contemplation:
Ask yourself a few questions:
- Have you got marketing and communications goals and are you achieving them?
- Do you and other teams members have a clear idea of what your brand is?
- Do your audience/customers recognise your brand?
- What are the stories, values and messages that define your brand?
- Are those stories as strong as they can be?
- How are you communicating with your audience?
- Are you relying on an old newsletter, and are you maintaining its quality?
- Are you active on one or several social media platforms or are you letting it drift?
- When was your website last updated?
- Do you have a schedule in place to keep reviewing your communications?
- Have you looked at your google analytics and assessed how well your website is performing?
- How do you plan to make the most of a potential upturn in tourism?
- How will you reach those tourists and make sure they know about you?
If you’re unclear on any of these questions, then your organisation is probably not being as effective as it could be at reaching its’ audience and therefore not being as successful as it should be.
Be systematic in your approach
These are all big questions, that with a systematic approach to answering them, will pay big dividends for your organisation. Keeping the brand strong and the comms that transmit that brand to your audience engaging and slick is half the battle.
Taking a disciplined approach to comms is also really important. Developing your plan, using it and reviewing it is the basis for success. It will not stay static for too long, because proper communication is two way. You are not lecturing your audience, but talking to them and in that conversation you will get feedback. You need to listen to that feedback and use it to assess how well you’re doing. In marketing it is standard practise to compare, whether comparing two adverts or two designs of landing page, you’re gathering information which will inform your strategy.
You need to maintain that discipline in the way you measure the success of your comms. If you are planning a campaign, build in a measurement system. Evaluate as many aspects of your comms as you can. Using that information you can evolve your plan, constantly improve, and better understand your audience. A methodical approach will pay dividends.
Be creative in your execution
We can be methodical and scientific in our approach and organisation, but we must also be creative and artistic in our storytelling and brand definition. This can be a big challenge. When we’re in the middle of day to day operations it can be hard to take that step backwards and view your organisation objectively, view it as your audience view it. Not only do you need that objectivity, you then need to apply some creative flair in the way you tell the story of that organisation. Creative flair can provide the hooks that gain the attention of your audience and tell them there’s something to be interested in. Creative execution of the message will lift you above the crowd and have your audience wanting to visit you or pay for your services.
For many of us the barrier to effective communication is one of capacity, because the team are so busy running operations. Or else its the ability to gain an objective view of your brand and story is compromised because you can no longer see the wood for the trees. Tin-Can Telephone can help. We can tackle your communications root and branch, or even just individual aspects that may require attention. The audience are out there and waiting for your message.