How do you build excitement around a business that is extremely competitive in the marketplace?
In a city that never sleeps, there are over 300 different tour businesses. How do I advertise that I am different and offer the coolest product out there?
Standing out from the competition can be overwhelming but paying attention can also insightful. I like to compare and contrast competitors to see what they have in common but also to see how they choose to showcase their offerings. Then look to your own business and see what you both have in common but also what distinguishes your business. What is your unique offering? From these it is about getting creative on how and where you tell your story. Another great idea would be to partner with a business where you can both steer customers to one another.
I agree that you look for the point of difference you have and also the expeience you offer. What do people 'experience' when on your tour, not just the physical experience but also the emotional connectedness and the feeling obtained. These things often allow you to remember an event for life.
Pamela, I don't see a website, Facebook or Twitter Page for you online. I see Yelp listing, are you on Google Business and Foursquare too? Get on social media if you are not, not a huge fan of social media because it does not always bring paying clients. Also, if you want to invest a bit in some promo stuff, gift with purchase items, or personalized products, drop me a line. People who sign up can get a free customized gift item with a NY theme too it...you can use coupons from other places too good at other places in the city. We could create like a NY themed logo candy bar as a souvenir after your tour ends. Or even a sports tumbler.
I am different and offer the coolest product out there - Its the right answer for your question , In such situation you have to be totally different in everything , quality ,quantity ,Price , Shape , Attractive name , Attractive pakaging , Over 300 different tour businesses , You need to search for experts in your business with strong track record in the same filed , I know its an easy to do so but always if there is a well there is a way .
what is your unique value proposition? package it with life stories / case studies and spread the word in social media
Great sharing here for you Pamela. In addition to my predecessors I will say:
1) Match your target audience with your passion. This will lead you to your niche market
2) Don't think competition open your mind on complementing to. You may find out that the competitors may need something specific and valuable that they are not thinking of
3) For your advertisement needs dig in what your audience WANTS are not just the NEEDS.
Good luck and hope this helps.
I would focus on what your points of difference and products are. From there, you can craft your message on why someone should choose your tours over others. The biggest issue is how to reach those people. You really need to understand who your target audience is and use the mediums that they use to search for vacations- and make sure you bubble to the top of their search results. That could mean basic SEO, banner ads, tracking ads, facebook, twitter, snapchat, etc. The key to your success will be making sure you are found when your target audience is ready to buy. Good luck.
As you probably guessed, competing head-to-head on price can be a losing game. In my experience, it is really about differentiating the service and the customer experience.
Look specifically what your clientele is interested in experiencing and align that with key conventions, books, or movie releases. For instance, several Italian cities have created Dante tours for the fans of the Dan Brown series.
We have also successfully helped several clients leverage social. Have a team member join the tours, take fun photos with the guests, and post them. This enables your clients to like, tag, and share your photos. Which in turn acts like an endorsement that drives new traffic to your business.
Once a framework for the inbound funnel is established, the focus can expand to other digital efforts.
Know your differentiators, highlight them in your marketing efforts, make your services experiential, target proper segments, and exercise 4 Ps of marketing. There are so many ideas that come to mind, would love to chat.
Pamela - lovely question firstly. You are almost there!
Kindly allow me to ask you this, why do people visit cities and travel? To experience a city - the traits, the heritage, the people, and to learn more about the vast world that we live in!
Therefore build an experience for the tourist according to their interests, lifestyle, etc.
So networking with the respective hotel-chains in your area as you pride yourself and intentionally position your brand on providing the very best for their guests.
Creating memories, like for example when tourists travel with their pictures are taken, here the most important part your branding is added on to the picture. --- --Note: that to utilize them in a campaign you would have to acquire the consent, preferable in writing.
Showcasing uniqueness in-relation to your city on your site, social-media, emails, etc. "Welcome to the city that is always awake, in this unique city - you deserve the ultimate experience, consider me your preferred tour partner."
Does this help you, Pamela?