Context

The Web and its associated e-marketing tools have revolutionized the way businesses market and sell their products, especially in the travel and tourism industry. Consider this: a good Web site for a hotel or attraction can draw millions of visitors, book rooms, sell tickets, offer promotions and sign up visitors for further communication. No other media comes close in capabilities and reach. read more

If you’re not using press releases now, it’s time to reconsider. The world of PR has changed dramatically and press releases have become a very cost-effective tool for generating traffic and business.

“Press releases” are now “customer releases” that drive real business
When it comes to press releases, the Web has dramatically changed all the rules. And those changes could mean a huge opportunity for you to increase your business!

If you haven’t been using press releases, now is the time to reconsider. Done right, a press release campaign can be a highly effective low-cost way of getting more customers. read more

They have to know about you before they can talk about you. Here’s how to get them talking.

The Web has evolved into a giant “word of mouth” machine. In the old days (10 years ago?), if a family member or friend recommended something, you might act on it without much research of your own. But that was because you knew the person and trusted their judgment.

Today, the Web is full of reviews and recommendations from complete strangers who aren’t experts in their field. They are just people who have had an experience (read a book, went on a vacation) and then wrote about it online. And based on positive reviews from strangers, people buy. read more

Email is still the fastest, least expensive media for “stay in touch” marketing, ongoing promotions and last minute notifications. Anyone in the tourism industry who is in charge of marketing a destination, an attraction, a hotel, a B & B, or an event should have email marketing as part of the mix. read more

As marketers in the Ontario tourism industry, something we often get asked is, “How can I make my site show up on the first page of results when people search on Google?”

It seems like a simple question, but in fact, dozens of books and thousands of articles have been written offering advice and tips.

And while there are many techniques that will help you get on the first page, at the heart of it, there are two areas you want to concentrate on: the first two of The 5P’s for Success in Tourism E-marketing – Personae and Position. read more

Vacations and photography have always gone hand in hand. The Web is a very visual world and we’ve all come to expect great images. Holiday pictures create powerful memories that can be shared with friends and relatives.

But before the holiday, pictures also have the power to convince, to persuade and to sell. The shots that were once in paper catalogues are on the Web to help visitors decide whether they’re going to make memories with you or with someone else. The quality of the photography, the subject matter and the layouts all contribute to your site visitors’ decision making.

Remember that on the Web, people don’t “read”, they “scan”. In just mille-seconds they develop an impression, and it’s pictures that communicate the fastest. Nothing sells as well as captivating, engaging images. read more

If you doubted the importance of the Internet in marketing and selling your travel destination before last week’s Ontario Tourism Marketing Summit, how do you feel about it now?

The Summit provided many entertaining, thought-provoking ideas and opinions. For many of you it was somewhat overwhelming and confusing. Was it because of the difference between Web 1.0 and Web 2.0, whether or not to blog or the sheer complexity of the various technologies?

You may have left thinking, how do I make sense of what I heard and how do I put it into practice to increase my business? How can I use the Internet to attract, inform and sell my vacation product?

Don’t be confused, we’ll help you wade through the jargon, tips, advice and “you shoulds…” read more