There you are watching cable TV you pay too much for and on comes a splashy commercial advertising tourism in Ontario. There will undoubtedly be a shot of Old Fort Henry in my home town of Kingston, there will be shots of Niagara Falls (trying to show as little of the US side as possible), there will be shots of northern Ontario because they have to for political reasons although why anyone would go to bug-infested northern Ontario in summer except to visit my father is beyond me. Yes there is canoeing and hiking. It is no coincidence that one of the advertising sponsors is DEET.
No tourism commercial of Ontario is complete without a shot of the CN Tower, the world’s largest radio antenna.
The spot is populated by representatives of every member of the UN because if the UN has a capital, it is Toronto ergo, Ontario.
There are street festivals, music events, people kayaking because gas-powered boating is not environmentally or politically correct even though to get to where you can kayak you either have to portage for several days or drive a gas-powered automobile to get there.
Almost always there will be a shot of a moose although what you’re supposed to do with that is beyond me. Your chances of seeing a mouse is liable to be in the middle of the road you’re driving on and the outcome might not be very pretty. Memorable. But not pretty.
The commercial will encourage you to visit a website to find out more of what you can do in Ontario but nowhere will it list the Thousand Islands National Park because, well, that the Fed’s territory and as the second largest political land mass in the world, Canada’s tourism commercials have a lot of events and ground to cover. If you’re lucky, you might see a shot of the Thousand Island Bridge in a national spot but probably not because that might suggest you go to where the bridge takes you and that is to the United States.
That is the backdrop of a small client of mine. I have mentioned them before but I have kept some of the details secret but I see no reason to not share .
Houseboat Holidays is a seasonal business. No one wants to rent a houseboat in February and even if they did they couldn’t because in those winter months the boats are in for refurbishing and the river is frozen. So this company has to make a year’s revenue in Canada’s all too short summer season. July and August aren’t hard to rent but until recently, there were soft spots, particularly the first two weeks of July. Why was a mystery. So the task was to make sure there were no empty spots in July and August but more importantly, increase usage in the shoulder seasons of May and June and September and October.
Coming up with a plan
Every advertising campaign has a plan. Except for a lot of small advertisers who take a more shot gun or knee jerk approach. “We need a brochure.” “We need a website”. “We need to be in local tourism guides.” All without a plan.
People selling space in tourism guides or local tourism quasi newspapers will tell you how many issues are printed and that can seem very impressive. Stopped at a tourism centre on the highways or in small towns? You’ll see lots of brochures. The amount printed is not the point. The circulation and numbers that get read are what’s important. For most of these publications, that’s all but impossible to measure. They are not part of Roger’s media. In our trade we call that shotgun marketing.
So before you begin saying yes to every supplier who comes through the door with an “opportunity”, have a plan. Here is a simplified template for creating your plan: It is a series of questions.
Strategies can become much more elaborate (maybe you could write two pages on what we know about our target audience) but in a nutshell, this is the framework of a strategy or plan. And you can do it yourself or hire someone to help you do it.
Let’s go back to our houseboat client and look at question #2. Are we trying to reach people who are looking to rent a houseboat? Yes. But how many people search for houseboat rentals? Google analytics can give you a number or an SEO (Search Engine Optimization) plug-in can tell us that. It’s not that high. And that’s for all of North America.
When you tell people you rented a houseboat in the 1000 Islands, the response is often, “What a great idea!” Would these people have done a search for houseboats on the 1000 islands? No. What would they look for? Cottages. So we positioned the houseboats as “Your floating river cottage”, did keywords to reflect that and added them to Trip Advisor. AirBnB, Facebook and even Kijiji.
So thinking outside the box in your planning can pay off. And it is paying off. They have had the best couple of years since they opened their doors in 1972.
The cost? Except for our time, virtually nothing. We saved them from spending money in local guides that are distributed when someone reaches the 1000 Islands. Why spend money when it is too late for someone to buy your product?
The heavy lifting on setting up this program is all at the front end which is where our time could and does add up. So we contracted to amortize the costs by year, giving them a manageable and predictable monthly marketing expense that reflected the realities of a small business. It wasn’t until the third year that we actually paid for some Facebook ads to promote a give-away guide to houseboating in the 1000 Islands in exchange for collecting their emails. While not huge, we are in the hundreds. But these are people who are highly engaged in the idea and open to email offers. Of the hundreds of emails we have, we have had only 4 unsubscribe.
The cost of producing that splashy Ontario tourism commercial would be in the hundreds of thousands of dollars. I know. I’ve done campaigns like that.
The real test of creative for small businesses is not just being creative with the work you produce but creative with how you save the client money. There are many free online opportunities to take advantage of. Want to find out how we can help you sell and save money doing so? Contact us.
Initially I was going to write yet another article on how to get people to open that email you sent they don’t want. So I did some research on the topic and a surprising thing happened. The more I read, the more it sounded like advice I would give copywriters on writing effective copy for ads.
Be human. Don’t be boring. Write conversationally. Don’t write Gone with the Wind. Keep it short.
Email subject lines should be written like, you guessed it, headlines. And for those who haven’t made a career of writing headlines, let it suffice that it is often not a five minute job. Sometimes they just roll off the tip of your tongue. Other times you mull them over for days. That we rarely have days to come up with headlines these days explains why there are so many dreadful ones sitting in your inbox for emails you won’t open.
Numbers often work. “Five ways to make potato dumplings exciting” might get read by some foodies. It was David Ogilvy who mastered that school of advertising. “Five ways to…” “How to…” “Why your potato dumplings are uninspiring.” They do work. The problem is they have been so over used that their credibility comes into question as does the question “Says who?”
In one article on writing effective emails, the author pointed out the power of the word ‘you’. Just like in advertising. Write conversationally. Just like in advertising. Don’t be clever. Be smart. Just like in advertising. Pique someone’s interest. Just like in advertising. An email can easily get ignored. Guess what? So can ads. All you have to do is turn the page. Or channel. Don’t automate your email greeting. See my article “Dear Valued Customer” for more on that.
Here’s some good advice on writing effective emails. Don’t sell the product. Sell the benefit. That insight dates back to the dawn of selling. It’s just part of human nature: “What’s in it for me?” Every advertising strategy has a question to be answered: “What is the benefit?” This is not new to email marketing.
The rules and guides to marketing apply across all media. The delivery mechanism is what differs.
The barrier to common sense selling on the internet was driven by the lack of sophistication of search engines. There was a time when we had to write to satisfy the search engine’s capabilities. This often meant putting your key words in your headline, your first line of body copy and copious times after that. The result? Abysmal writing. But thankfully, search engines have become far more sophisticated and elegant to use a computer term. They are getting better and better at analyzing writing the way we humans speak. Even better, they are punishing writers who try to game the system by flooding keywords in every nook and cranny of their unreadable copy.
No matter whether you are creating advertising in traditional media, digital media or both, a simple rule should help you. Don’t talk at me. Talk to me.
It’s great to be human again. Even if we are little digitized.
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