A simple guide to online marketing for increased business at your RV Resort.
In today's digital age, it does not take a lot of money to market your resort. If done properly, social media can be your best friend. The key is knowing your target audience and sharing information with them. Don't sell, but rather communicate, share, educate, enlighten. Use the 5 "W's" and "How" to help you create your marketing campaign. Your campaign should be specific, direct and engaging. Capture your audiences attention and interest.
Successful campaigns are centered around a marketing strategy. The marketing strategy is a well thought out and specific blueprint on the subject and timeframe of specific campaigns in relation to business goals. For example, a resort trying to increase business over memorial day weekend would not want to post a picture in January of their resort covered in snow, and have the text in the ad talk about how beautiful the leafs looked this past Autumn. Rather the ad should have a call to action showing the resort at its best in summer, and be run at an appropriate time period for the resort that aligns with their business goals.
When creating a campaign, a simple guide is to use the 5 "W's" and "How". This will help you create a road map and keep the message specific, direct and engaging.
WHO? Who are you trying to attract (full-timers, weekend warriors, Snowbirds, young families, 55+)? There are several types of demographics within the RV industry. Who are you trying to attract? Who is your audience? Each marketing campaign should be targeted to a specific demographic, or audience, which conveys a clear message specific to them.
WHAT? What are you doing to attract your targeted demographic? Taking out an ad in the local phone book does not cut it anymore. Knowledge is power. People want to know about their destination. Do you have quality photos of your resort? How about an updated professionally produced video? What are you doing to provide your audience with this knowledge? Know your target demographic and what you are doing to attract them.
WHY? Why should your target demographic stay at your resort (why are you targeting this audience)? Do you have a local attraction? Are you conveniently located between two popular attractions? Inform your audience of the benefits or advantages of staying at your resort. This is the time show off your resort. Know your audience and what is important to them, show how your resort can meet their needs.
WHEN? When are you running your marketing campaign for your target demographic? When should they be most interested in being in your area (local festival, sporting event, weather factors)? Knowing the "when" will help shape the subject of your campaign and create excitement amongst your target audience.
WHERE? Where are you targeting your marketing efforts (online - social media, online ads, print - local newspaper, specialty publications)? Is the Penny Saver the best location to attract travelers with families to experience the new water slide and playground at your resort? Is Instagram (primarily a photo app) the best place to show a 30 second video of the local elks club playing bingo? Depending on your target audience, the answers above may be "yes."
HOW? How are you reaching out and communicating to your target audience? How often are you reaching out? Do you just post a random message once a week and disappear for a week or two then post again? Are you asking questions on an online post, or do you have a call to action? The how is extremely important in marketing because it allows the business to create a connection with their audience, a conduit to create back and forth dialogue. If done properly, connections equal loyalty, repeat visitors, free marketing, and ultimately increased business.
Marketing is not a one shot, or one time activity. It does not have to be complex or burdensome either. Having a clear, well thought out, marketing strategy with specific campaigns targeting specific audiences will lead to increased business. A marketing strategy is a road map for your business. It is the map that leads you to new customers, and them to you.