The value of fine tuning your ultimate tourism message and its delivery

In the world of marketing, it is only too easy to become dazzled by fads, theory and expert opinion and in the process forget at least one simple, but fundamental truth.

And this is that … at its delivery end, where it matters most ... all marketing activity (by necessity) has to be reduced to one or more basic forms of human communication - words, images and sounds. The more effective, the better. (And only your markets' ease of access to these is as important.)

In terms of tourism, this is as true of a website’s content and design as it is of brochures, guidebooks, direct mail, exhibition & display materials, road and directional signage, maps, advertisements, TV and video production.

So the important understanding is that - no matter how good the advance thinking behind your marketing approach (e.g. its valuable research, analysis, connections with target markets, or grip on the ‘big picture’), it is the actual way the consumer message is ultimately conveyed that will most strongly determine if your efforts will succeed and whether prospective visitors do in fact visit.  And careful fine tuning here pays off!

While extra attention to detail at this critical end is a must, surprisingly, in our experience it is often left unappraised and basically underperforming ... with too little in the way of fine tuning of its 'visitor focus' and 'user structure' attempted or evident. 

Flawed delivery of your tourism message will severely undermine not only all that prior effort and expense, but also the visitor conversion rates you should expect.  

Common flaws when communicating with visitors

        The message's structuring is not advantageous 

The destination’s messages and imagery are not structured to best effect or presented with greatest impact. Often, long standing and fundamental principles of communication are ignored or not properly applied.  With website design and navigation, this can be critical to retaining interest.       READ MORE                                                                                                                      

           Maps and images are missing or unsatisfactory

The vital communication aids (e.g. 'tourism' maps and evocative images) greatly valued by visitors are - simply missing,

do not contain what visitors need, or are focusing attention on things that are not of greatest importance or influence

(e.g. the most appealing & relevant experiences offered/sought; the attributes and benefits that genuinely appeal).

      Best selling points are not instantly upfront   

The critical messages, including these key images and maps, are not user friendly and immediately - or at least

readily - accessible. (A particularly crucial concern in the context of websites.) And less significant content has been

put first at their expense. A sense of conviction may be absent or no truly distinct or positive perceptions generated.

      Project briefs (briefing advice) on communication needs - not explicit

The briefings provided to hired writers, designers and agencies prove to be insufficiently explicit in their directions -

particularly in relation to their most vital communication goals and creative needs. 

Well written and well conceived briefs - which simply outline these key needs, product strengths and likely important

links between the message, the market research and the target visitors - will help these professionals produce superior

results. To meet this challenge, having an independent professional with proven experience help prepare the final brief

can be particularly beneficial. Your final 'message' must be on (not off) the mark - wherever possible.

A quick and easy payoff

To maximize your future visitation and return on investment, independently reviewing & fine tuning your end messages and the functionality of their delivery should occur on a regular basis - no matter what the marketing tool being used. Tightening these nuts and bolts can only strengthen your marketing foundations.

Making such simple, inexpensive and easy adjustments can also pay off quickly and productively, without generating any added risk to the investment in marketing already being made by your destination.

It is in this context, that paying greater attention to the 'little picture’ really matters!

Our extensive first hand experience and formal training in writing, journalism, editing, visitor research and international marketing means we readily understand which of these communication techniques matter most (and why).   

We also constantly examine what is working best - for tourism and related industries. And the tourists themselves.

We then apply this knowledge when reviewing key aspects to your own frontline communications to prospective and existing visitors. (And impressing existing visitors – along with the residents of your own community - also contributes strongly towards boosting the all important, positive ‘word of mouth’ activity surrounding your destination and its experiences.)