I know what you’re thinking. I’ve finally lost it. Marketing for city or country, what on earth am I talking about?
There is a world of difference in how you market different types of holiday to different people. If you’re sending your customers to a sunny beach resort, most people will know what to expect. But if they’re heading for a city break or a rural retreat, it could be a different matter. Different audiences will care about the same things, but their path into it might be slightly different. Your marketing needs to reflect that.
A city break can be fast paced and exciting, a real shot in the arm. Discovering a new city lets you see the sights and experience a different culture.
When you’re marketing this type of trip you’ll inevitably talk about the energy of the place. City dwellers will often be ready to jump straight in. If you know that your customers are used to a slightly slower pace, for example living in the countryside or a small village, you might have to give them more time to find their feet. Tell them about the hidden gems or how to avoid the tourist traps.
If your customers normally visit for a long weekend, show them how to make the most of their time there. Tell them about the essential places to visit and the best restaurants. A suggested itinerary could work really well here. For example if you’re sending them to Paris a visit to the Louvre and Notre Dame will definitely be on the cards. Why let them take a taxi when they could cruise between the two along the Seine?
Let’s face it, there’s rural and then there’s rural. I live in a village surrounded by countryside and I still get a bit panicky when there’s no mobile phone signal. Equally, there are times when a complete break from phones and email is exactly what I need.
Stressed out urbanites love the idea of cutting themselves off because it represents a complete break. There is absolutely no way the boss can reach you if you’re surrounded by mountains with no Wi-Fi. Your marketing can use that.
Of course, you could just as easily be marketing to people who love life in the countryside but want a change of scenery. For them, you can concentrate on a destination’s best feature. Are they known for their wine or is it the ideal place for a painting holiday? Both audiences will want to know what makes a place special, but they might discover it in different ways.
Whenever you send people to a new place, there’s always a risk of culture shock. Whilst your marketing should ease people in gently, ultimately it’s best to be honest. You might not want to say that the gorgeous self-catering cottage is an hour from the nearest shop when you put it on Facebook, but you should certainly let people know if they ring up to book. Whether you’re marketing for city or country based customers your marketing posts should show them that you understand their needs. Then you can address their individual circumstances when they get in touch.
I haven’t met anyone yet who didn’t need a lie down after their first day in Hong Kong. That could be a great way to get people booked into a luxury hotel.
Is your marketing for city or country?
Are your customers tired of their 9 to 5 in the city and longing for a countryside retreat? Or are they ready for the hustle and bustle of a big city? Leave a comment and let me know!