Sergio Zyman, one of the world’s leading marketers, defines advertising as “the goal of advertising is to sell more stuff to more people more often for more money.” The reason this statement is vitally important is simple. It’s not about how great your advertising looks, or how creative your campaign may be, it’s about getting results – it’s about selling more stuff.
The majority of attractions and tours in your area offer visitors “English only” services. As a result, your venue has the opportunity to capitalize on short-haul and destination marketing opportunities to build awareness and increase visitation to your venue from multi-lingual markets. The successful outcome of your marketing efforts requires your sales, marketing, and operations departments to be working together to achieve our common vision – to build local and regional programs and partnerships to increase your business and profits. To achieve this goal, your team must be working on a number of fronts to build awareness of your multi-lingual products and services.
Target local and regional partners, to establish marketing programs and partnerships. Build awareness by working with key gateway partners in your destination such as bus and local transit companies, train stations, and airports. Coordinate and deliver cross-promotional partnerships and programs with local businesses in various industry sectors. Identify, target, and partner with foreign language hotels, Innkeepers, Bed and Breakfast owners and restaurants in the foreign language markets you serve.
For example, if you are providing tour entertainment in German, identify German accommodations, restaurants, associations, clubs, church groups and organizations. Book appointments to build awareness and align business interests for mutual gain. Increase domestic business by consistently building regional and local awareness in all of the foreign language markets you serve. Offer foreign language clubs and organizations, group tour rates. Provide multi-lingual community incentives to attract the Visiting Friends and Relatives [VFR market]. Create and provide print collateral in the language markets you serve.
By aligning interests with local and regional partners you’ll provide better experiences for foreign language visitors while increasing sales and revenue from local market partnerships.
