Increase Your Visitors
If your destination has a website with information for visitors (if not, that is the first step in destination development) start your efforts to attract more visitors by developing an inspiring story that will pull visitors into your destination’s experience while they are still reading on the website.
Worried that you don’t have anything inspiring? Every community has a unique and intriguing story. It begins with the people who settled and the landscape they found. There are no two exact combinations of heritage and landscape in the United States, which delivers uniqueness.
Support that story with information about key attractions, those places that really express the cornerstones of the community. Coupling those attractions with lodging, dining, and retail provides a way for visitors to easily explore your most important places.
The next step is to develop content beyond the story that will attract visitors to the various experiences available in your destination. Use words, video, and images to convey the special qualities of each experience. Make it fun!
Visitors want to come to a destination to relax, enjoy themselves, and explore to push thoughts of work out of their minds. They want the experience to be uplifting and engaging. You have to show that in the content you develop.
Further increasing visitors encompasses understanding the visitor markets that are not already visiting but would be attracted to the assets and resources at your destination and creating a program to attract them. Most destination do not need to move beyond the 4-6 hour radius within which visitors generally drive to a destination.
With few exceptions, there are plenty of residents within that radius from which to attract visitors. Staying within that radius makes your marketing less complicated. We use a tool to determine the number of people surrounding any destination and help target the most lucrative and plentiful visitors from within the radius. The more targeted and succinct this process is, the less marketing costs and the more effective it is.
Developing “personas” descriptions of the various visitor target markets you want to attract can be helpful, but at least at first, doing so can become a protracted research project that takes away time from getting the initial marketing right. Those can come later when you have determined your core markets and one or two additional target markets and are effectively attracting them.
We target your most lucrative markets.
