Insights to help tourism businesses become an absolute must-do in their region.

WARNING: Innovate or die.

If I said to you; the status quo is far riskier, than innovating, I think you would likely agree with me. We don't have to dig too deep to...

The remarkable way a couple of tiny Outback towns can somehow fail to deliver on visitor expectations.

We were travelling through Outback Queensland eagerly anticipating hitting the towns connected by the Dinosaur Trail. Talked up online and in brochures as a journey to prehistoric times and Australia's...

Who is you corporate website for? And why it is now grossly inadequate for your members.

The answer is the front end is mostly for potential new members. There are of course other stakeholders. Media. Local government departments. However, it's the biggest job the website has is...

What this gorgeous little catering business did right, from day one.

I was lucky enough to meet a young entrepreneur, Taylah, about two and a half years ago at an industry function offered by Tourism Geelong, in Victoria, Australia. At the...

Life changing marketing.

Marketing is not a battle, and it’s not a war or even a contest. - Seth Godin. Your competition is not the lady down the...

5 Key Questions to Improve your Tourism Business’ Customer Experience and Close More Sales

Marketing psychologist Kit Yarrow notes that customers want five things from a purchasing decision1: to feel more in control to reduce the fear of...

One Simple Tip to Change How You View Everything About Your Customer

It is your role to know your customer. Not your customer’s role in knowing you. The more work you make the customer do, the less...

The best way to improve sales, guaranteed.

Improve your product. That's all, folks. Here's How: Delighting your customers is buried in the details. If you don’t design a remarkable experience, your competitor will. What are your...

Why you should respond to every customer review.

Think of reviews like a handshake. If someone walked up to you at a function and extended their arm gesturing to shake your hand,...

One Popular Belief About Tourism Businesses Crushed In Just a Few Paragraphs

One could create a better pub than most. It would have a nicer chairs, more modern design, a marble bar and all the trappings...

Brand Stategy

The steps to write a brand strategy.

1. Know your mid and long-term objectives and why you are in business in the first place. Why does the business exist in the first...

One Critical Step To Help Your Brand Strategy Stick, And Become A Remarkable Tourism Business.

If I gave you a Ferrari and said to you, take good care of it, as one day not far in the future, it...

Everything is easier when you get clear about your ideal customer.

"The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to...

The riskiest tourism business strategy; you are probably doing it too.

Today, safe is incredibly risky. You think that niching down, appealing to a smaller group of prospective customers is a risk. You think that having a...

How to run a tourism business brand strategy workshop, including the questions you should ask.

This article is from a short series designed to help you create a brand strategy that will improve every aspect of your tourism business. If...

What is a tourism brand strategy?

Yesterday we introduce the idea of a brand strategy and suggested that if you don’t have a brand strategy for your tourism business, you...

Stop competing and set your business apart. What your brand strategy means.

This article is from a short series designed to help you create a brand strategy that will improve every aspect of your tourism business....

Finding the one word that best defines your brand.

So you've just run a workshop with your team. You have documented the answers to the questions and are now staring at them on...

Writing a tourism business brand strategy. With examples.

This article is the last in a short series about creating a Brand Strategy for your tourism business. The previous article is here. If...

Customer Experience

Branding
Latest

Delighting your customers is buried in the details.

Design a product or experience that delights your customer. It is the cheapest, most scalable path to business success. Focus on the details. They are crucial...

This is why your gut is telling you your marketing isn’t quite right.

It feels familiar, do-able to set up an ad for your business or work with a designer to create a brochure. You’ve touched and felt...

A stunning revelation: the brand you created is not yours (and this is not clickbait).

Your brand belongs in the heart and mind of every individual that interacts with it. The idea that you don’t control your brand is a...

Pricing is positioning.

Picture yourself standing in front of a garage. There are two roller doors. Absolutely nothing sets the roller doors apart. They are precisely the same. Except,...

Marketing & Marketing Strategy