Today, I’m thinking about three questions that you can ask your visitors now, that would help drive your business this season.
I know you're probably thinking “Gosh, we’re busy enough just dealing with our visitors, and making sure we serve them, without stopping to ask them questions!”.
I get that. However, there's no denying that the best time to undertake customer research or visitor research is when the visitor is right there in front of you. Another thing is that, once the season starts, it's all about making the most of the passing traffic. It's all about maximising the footfall. Hopefully these questions will help you do that.
You’ll have asked these questions before. They are simple questions. This is just a reminder.
So let's have a look at each of them in a little bit more detail.
If you can find out where visitors are hearing about youre, you can identify the marketing tactics that are working best. Then you can ramp up those particular tactics for the season. You can stop spending your time and money on areas that aren't delivering as well for you. You can also identify who's sending you really good referrals, who are the people who deliver customers right into your business. You can thank them and you can nurture that relationship for the rest of the season.
These two questions go together and their answers are very important. This helps you identify where you fit in a visitor itinerary. It helps you identify other businesses that are delivering experiences that fit well with the experience that your business is delivering. You can then take action to cultivate a relationship with those businesses, and start generating a two-way referral system.
If you identify an itinerary that works, it can be amplified to work even better for you. As you get into the off-season, you can start to create really inspirational itineraries - either with businesses in your local area or businesses in other places in the country. Such itineraries will speak directly to the type of visitor that is really happy with the experience you all offer. You can also direct social media activity to these locations.
While the questions are simple, the real challenges is to take the time to write down the answers and then carve out some time to analyse them, while the season is still on.
These questions really have the potential to increase your footfall, even when the season has already started. They could really help you move from having a good season to having a great season.