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opinioni su letteratura, cinema, attualità e non solo
DIARI
1 marzo 2014
Reindirizzamento

Ci siamo trasferiti! Il nuovo blog è http://comemipiace.wordpress.com


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permalink | inviato da dalle nebbie mantovane il 1/3/2014 alle 10:58 | Versione per la stampa
DIARI
12 febbraio 2014
Traslochi
Dicono che la vita sia fatta di cambiamenti.
Da oggi Comemipiace cambia pelle, come un serpente in muta. O casa, come una lumachina.
La nuova piattaforma che ci ospiterà è Wordpress, e il nuovo indirizzo è http://comemipiace.wordpress.com.
Tutto continuerà come prima: cinema, libri, marketing, turismo...
La vita è cambiamento, e il cambiamento è vita.

Tag inseriti dall'utente. Cliccando su uno dei tag, ti verranno proposti tutti i post del blog contenenti il tag. diario cambiamento

permalink | inviato da dalle nebbie mantovane il 12/2/2014 alle 7:30 | Leggi i commenti e commenta questo postcommenti (0) | Versione per la stampa
ECONOMIA
11 febbraio 2014
Off line marketing: still useful? - III
Let's finish this parade about the off line marketing plan possible for a touristic business.

4) leafleting and print of advertising posters.
Thrown up money, in my opinion, unless you host a special event that you wish the biggest number of visitors to take part into. But if you work in tourism, on the middle and long run that is not what you really need.

5) coupons. I have never dealt with them and I know them only by buzz. It is a way of promotion very useful in some sectors, such as retail.
Properly gaged and integrated into a web marketing strategy, it could work also in tourism, but the point is: maybe it suits more to an on-line strategy.

6) institutional events. I am thinking mostly about educational tours, that is journalists and tour operators who, expensed by a public administration (Council, Province, Region...), visit a territory to get to know its locations and tourist services, to the extent of suggest it to their customers and write about it in an endearing way.
They are a perfect kind of promotion for a touristic businessman, almost free, apart from the hours of work and providing some free service (lodging, typical food) to the opinion leaders above named, who, in return, will surely  remind of you when they are creating their tour packages or writing dowm an article on their review. If you are invited to, it would be stupid to refuse!
Apart from Educationals, you should keep friendly and frequent relationships with public administrations in your area (the chamber of commerce and the province above all, but also promotional associations), to be always informed about new steps which could interest you: courses, business meetings, fairs with a shortened cost.
Finally, remember that you can promote yourselves even through trade associations (agricultural, holiday farms, bikers...).

In short, you can spend well, badly or very badly your money, but please remember:  that's all marketing!
ECONOMIA
11 febbraio 2014
Off line marketing: still useful? - II
(...)

Let's go on talking about off line marketing tools:

2) printed promotional products: brochures, business cards, maps of you area showing your location and how to get to you, etc.: they are less and less in use, but you'd better have a small quantity, at least in two languages (three is even better!), to be delivered at fairs and other tourist events. 
What I recommend, yet, is professionalism: a lot of tourist entrepreneurs, to spare money, do by themselves both editing and translation, often showing off old-fashioned, ridiculous or terrible. Please commit yourself to professionals: you money will be well spent and, eventually, copyright is yours, so you can reprint for years.
I will tell you a story. Recently, in Torino, I ate in a very good restaurant somebody had recommended to me (see # 3; the power of word-of-mouth). When, in the end, my mate and me congratulated and asked for a pair of business cards, a waitress gave them to us, warmly inviting us to review her restaurant on TripAdvisor. The business card itself wore on its back the same invitation. This is real good marketing!

3) traditional advertising on mass media (press, radio, tv). Very expensive. 
Upon my experience, it is worth while appearing upon tourist reviews, both national and foreign, talking about our location, but seldom paying for an ad upon it will be useful, if the journalist writing the story doesn't name us or do it in bad terms. 
Moreover, keep in mind that times have changed! Nowadays tourists are inclined to trust a friendly word-of-mouth much more than official channels, that is they believe an apparently free review on Tripadvisor, more than a professional story on a travel quarterly, unless the quarterly has a tight and steady reputation.

See you tomorrow with the end!

(...)
10 febbraio 2014
Off line marketing: still useful? - I
I could argue for hours and quote opinion leaders much more influential than me. But the truth is: as much as possible, I prefer grounding my assertions upon my experience, so my answer will be: not very much.

What is about, nowadays, an  off line marketing  strategy, for a tourist company?
Well, basically what you can do is:
1) fairs
2) brochures & depliants
3) advertising on mass media (press, radio, tv)
4) leafleting and advertising posters
5) coupons
6) instituzional events.

Suppose you manage a holiday farm where you provide lodging, restoration, campers & tends indoor area, riding school and horse riding in the countryside.
Can you make all the actions here listed?
Sure you can! The problem is all of them have a certain financial cost, whereas the return is not as much certain.
Let us analize those actions into details, by starting from point # 1 and going on, by the next days, with points from #2 to #6.

1) fairs. They can be local fairs (e.g. an agricultural village fair), national fairs (usually, thematic, therefore tourist fairs like BIT in Milano, which takes place in February) or international fairs. 
But bigger fairs are quite expensive, involve a high mental and physical engagement, as much as a long-term previous planning. 
Is it worth while? 
In my opinion, not much, but to the extent of attending them to get in touch with business operators, e.g. foreign tour operators who come to Italy once or twice a year to take part into them. But, if it so, you can enter by paying an ordinay ticket and waste a stand's money, just visiting other contractors during business meetings (serious fairs do have business meetings).

(...)
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