 Making
the Most of Summer
2008 |
Greetings
No
questions, higher gas prices are going to effect tourism. While there
have been no "official studies" on the real effect of
gas prices on vacations, there have been numerous articles.
An article from Minnesota stated " But high gas prices
aren't likely to hurt summer travel in Minnesota, and in fact some
tourism officials see it as a potential boost." The
logic is that vacations will continue to be in local places since it
is too expensive to go other places.
Minnesota tourism seems to be less affected
by high gas prices than states like South Dakota and Montana. Those
states rely heavily on drawing tourists from across the country.
South Dakota has offered out of state travelers $20 dollar gas
vouchers, although that program is currently on hold because of
overwhelming demand. These places
compete with big name resorts like Disney so they are trying to
attract the drive market to their area.
The most important
note, is that all these places are reacting to the consumer PERCEPTION,
whether true or not, that it is too expensive to travel, and
certainly too expensive to drive. Importantly,
they are reacting, changing their marketing, moving quickly so as
not to lose the summer business and incetivize customers to their
places.
Maybe for our drive markets, an incentive to "come
in Summer and Come back in Winter" with a promotional coupon
might be a way to get the customer back to your business. |
| Marketing
Mistakes |
Wasted
money on marketing. We try not to,
but sometimes you just don't know. Other times you definitely know
before the ad sales guru even ropes you in.
Example #1: Buying
ads in publications where the first shot at the customer is already
gone. Why would you place a lodging ad in a local newspaper, or
an "in resort guide" when the customer who will read that pub,
is already there. Your only chance is if they take that guide with
them on and keep it for their next vacation.
Example #2, You're
a sporting good company that has rentals and you place an ad in
the local papers. You are excluding a key segment, the visitor,
and are banking they will see the ad in the paper before they rent,
but in fact, you lose twice because they may rent before they get
to town or before they see your ad, if they even see it all.
Example
#3: You're a restaurant and you offer a 2 for 1 special so you place an ad in the local paper hoping the lower prices will help you get some of the visitors to town. Instead you get all the locals, who you just fed for free. Better would be to mail the coupon to the guest via a partnership with a lodger or a company who can get the coupon in their hands before they get to town.
In all cases, when you market, you must hit the customer when they are ready to buy, or in the frame of mind that they are ready to buy, not after they bought as your marketing money is not used to its best potential, and in the case of the restaurant, even a detriment.
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Mammoth Lakes 
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