Destination Country and Outback NSW (DNCO)

Walk in their shoes for a moment (target market personas can help with this) – think about their desires, expectations, and barriers to travel. From the customer’s perspective, they want you to communicate with them in a way that resonates with their motivations; not just to read everything about all your attributes. Remember, people make decisions with both their hearts and minds!

It seems obvious but too often we forget to be focused on our audience or target markets. If they like surfing or theme parks, then Country and Outback NSW is not for them. Don’t waste valuable resources trying to be everything to everybody. Unpack motivations by market segment. For example, a Generation X Family is wanting a different experience than a Baby Boomer couple, even down to the best time of year or week to travel.

Newspapers have been doing this for a long time – they start with a headline (inspiration) and then provide more detailed information for those who are interested in reading more. Adopt this approach by separating the stages of communication. What will work to inspire people in an era of the attention economy, where you need to stand out among the crowd. When it comes to trip planning, have you thought about all the things that will make their preparations easier? Don’t try and do all the heavy lifting in the same channel – in today’s world, a multichannel approach is critical for promotion, visitor servicing and advocacy.

One of the most unloved parts of the customer journey sits between when people book the main things, such as airfares or accommodation and when they arrive in-destination. However, this period is exactly when they are starting to plan their trip. They need useful information, such as the ideal itinerary, what’s on (events and tours), making bookings for popular restaurants, which tracks, trails or roads are open, through to practical tips on the weather and what to pack. This is a job for both the destination as well as local businesses and accommodation providers.

We know from Tourism Research Australia (TRA) research that over 92% of visitors to a region do not visit the Visitor Information Centre – we need to make sure they’re receiving the right information too. Recent Google Research found that 85% of leisure travellers decide on activities only after having arrived at the destination – this represents a huge opportunity to increase yield or length of stay by encourage them to book before they arrive! However, we also need to be better prepared to share information on what to do while in the region. Striking a balance between tours and guided activities with attractions and free or self-guided activities is paramount.

Sometimes the little things make a big difference. Whether its information for planning their experience or a little something that value adds to their enjoyment. The more you surprise and delight, the more likely people are to recommend you to their friends and family. Think of the Tiny Nice Things (TNT) you can do or provide for your customers to keep them coming back.

Advocacy drives your marketing spend well beyond your budget. If your visitors have a great experience at each touch point along the customer journey, they will tell their friends and family all about it. It’s called word of mouth advocacy and it’s the greatest friend of any destination or business. Look for ways to help your customers or visitors to share their positive experiences and engage with them in a positive and constructive way if they provide feedback. Advocacy helps you to reach more people who are more likely to be in your target markets.