First posted Friday, January 16, 2015
January is already half way through and as a welcome respite to the weather of the last couple of days, the South of Pembrokeshire at least is currently bathed in wintry sunshine, even if the temperature is still on the low side!
Now, with any luck that last sentence will have helped you imagine a wintry day in Pembrokeshire with a chill in the air, and the pale cold sunshine of January lighting the image. All it took is a few words, perhaps combined with memories of the area, personal experience or images you’ve seen in magazines or online.
Whilst images, and video to an increasing extent all play a part in marketing and selling your business, without words to provide some greater background and explanation, your message will only reach so far. Whether the words are written or spoken, it is crucially important to think about what you are saying and how you are saying it.
Obviously you will be wishing to portray your product or service in a positive light, and in a manner that will encourage people to come and spend money with you. Some time spent carefully thinking about the right terms and expressions will go a long way towards ensuring that you are getting your message across clearly.
There are of course other things to consider. Obvious as it may sound, spelling, punctuation and grammar are vitally important – get it wrong and even the best choice of words can end up letting your business and the image you are presenting down badly. Then there’s the follow on from the marketing material you produce in the shape of the staff you have dealing with the customer, their enquiries and bookings. Have your staff been fully briefed on what your marketing material contains? Do they know how best to handle enquiries be they in person, over the phone or by email?
Bear in mind, that you are also marketing your business, and promoting your image and reputation when you use different platforms to communicate your message. If you have a Facebook Page for your business, are you making sure that you apply the same attention to detail on the content you post as you did when writing the copy for your leaflet or website? Do your Tweets come across clearly and understandably or are they full of abbreviations to make the message fit the character limit? Do you have a ‘corporate tone’ – are interactions on social media quite ‘chatty’ or are they more formal? How are you responding to comments on TripAdvisor?
Consistency in your message is key. Determine the style that suits your business and the market you are seeking to engage with. If you have more than one person involved in communicating your marketing message make sure they know what the ground rules are, and that they stick to them. It is your reputation and that of your business at stake.
Pembrokeshire Tourism is hosting a Marketing Mix Event on Thursday 5th February, including a presentation from Alistair MacGregor of TripAdvisor. For further details or to book a place click the link.
First posted on The Pembrokeshire Tourism Blog