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.
