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

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 the screen. What next? Work backwards...

5 ideas worth stealing from other DMO industry websites

The language East Coast Tasmania use; 'Images', 'Logo Pack', 'Marketing Opportunities'. You don't need clever language to be clever. Clever is connecting your members with what they need, adding...

Information overload.

"Just as modern man consumes both too many calories and calories of no nutritional value, information workers eat data both in excess and from the wrong sources." (from "The...

How to write better marketing copy to increase sales.

A common mistake and a missed opportunity for many tourism businesses are understanding how to talk (and write) about yourself to attract and convert an audience. In this article, I’ll...

The Most Instagrammable Outdoor Shower in Australia – and what you can learn from it for your Tourism Business

After being on the road travelling Australia with my family for nearly 18 months already, it’s fair to say I’ve picked up a few...

A Story of Astonishingly Good Customer Experience You Will Think Is an Impossible Standard

Picture this. You’ve headed off for a weekend away with the family. You have your camper in tow and are looking forward to some...

Why there is no other place like Disneyland, and what you can learn from it.

Disneyland is a theme park. Essentially a collection of rides and experiences to thrill and excite you for the day. There are many theme...

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...

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...

The dilemma of too many options – how to quickly confuse your customers.

Imagine you’ve just jumped out of the car, and you’re walking into the grocery store to grab some steak for dinner. You walk into the...

Brand Stategy

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....

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...

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...

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...

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...

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...

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...

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...

Customer Experience

Branding
Latest

A bigger logo, never sold anything; and other common design mistakes.

The most common design mistakes, are consistently driven by subjective biases that don't contribute to attracting and engaging the target audience. I need a bigger...

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...

Why do some businesses stand out, in otherwise crowded tourism regions?

There is no shortage of provedores and makers of jams and spreads in regional Australia. Yet when you visit the Berenberg (meaning, 'Berry Hill' farm...

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...

Marketing & Marketing Strategy