Sample Marketing Plan for Limited Budgets

Sample Marketing Plan for Limited Budgets

With a small staff, it would be easier to establish several static marketing projects.

Static Marketing Projects

Requires little maintenance.

• Take digital pictures of facilities and amenities.
• Create a blog page (a website requires more maintenance) — a blog page is usually free and can be static or dynamic. Include photos, logo and slogan. Emphasize strengths and unique features.
• Let customers know if you do or do not take credit cards.
• Develop a Press kit. (See below.)
• Create a flyer listing products, services and contact information for customers, for distribution at various locations, or use as advertisements.
• Create small text advertisements and submit to: Yucatán Today, Craig’s List Yucatán, TacoList, Vivanunicos, Expat Blog, and other online websites with free classifieds.
• Build an email list of customers and other interested persons who want updates on your business. Send email announcements of upcoming events, news, and specials.
• Send out email with any new pictures, prices changes, new reviews, etc.
• Encourage guests to blog about their visit on TripAdvisor, Lonely Planet or other online forums.
• Create and post a YouTube video.
• Create outdoor signage.
• Offer special promotions in the low season.
• Team up with local merchants or nearby businesses for joint events or shared advertising. Consider tie-in promotions.

Dynamic Marketing Projects

Requires effort, planning, maintenance, and money.

• Create a marketing calendar to plan various marketing strategies in advance.
• Interact on one or two social media like Twitter, Instragram etc., at least once a month.
• Social Media can include: a blog or website, Twitter, Instagram, TripAdvisor, Foursquare, Linkedin, Travellerspoint, Tumblir, Facebook, and Wayn, for example.

• Target audience websites like budget travelers’ forums, foodies, or sites with shared interests, for example.
• Respond to customers’ reviews, with thanks, and note any criticisms.
• Have press kits handy for media requests for information.
• Create and mail a direct promotional piece, usually tied to a special promotion.
• Get imprinted promotional items like magnets or memo pads, pens or others as handouts.
• Hold workshops, readings or other events that appeal to customers.
• Contact local cable TV stations or radio stations for an interview.
• Put paid advertisement in local travelers’ publications such as Yucatán Today, or Explore.
• Get a paid radio advertisements or interviews
• Create online or print newspaper ads or articles
• Create online or print magazine ads or articles
• Sponsor an ad for event publication
• Attend conventions, as a panelist or attendee
• Contract billboard advertising

• Contract a booking service.

Recommendations

• Collect information about area activities, events, restaurants, art galleries, and more.
• Use a mix of static and dynamic marketing options.
• Limit use of interactive social media that require regular maintenance.
• Start with free marketing strategies before spending money on other marketing options.

• Advertise opening and special events.