How to do the tourism scenic spot in the "micro" marketing era

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Network marketing is now in step into the peak period, through the smartphone platform, using micro-letter, micro-Bo and other media, marketing has achieved disregard of geographical, time, space to pass information to everyone. And tourism, as a typical attention economy, extremely sensitive to marketing means, more convex the importance of modern network marketing, micro-credit and micro-bo, in this short period of time to the traditional concept of marketing completely subversive, the "micro-marketing" concept to the entire tourism industry, not only to provide visitors with more convenient access to information , but also for the major scenic spots, hotels, airlines and other tourism-related industries to provide a very superior marketing platform.

The advantages of "micro Marketing"

1: If Tencent's QQ is the PC Internet Age's first communication tool, then micro-letter, micro-Bo is the mobile internet era of communication tools representatives, in just a few years will have hundreds of millions of users of the micro-letter, Weibo, the development rate far beyond any similar products. Any tourist attractions and related enterprises can not afford to ignore such a large customer base.

2: micro-trust and micro-blog binding on smartphones, very suitable for the activity-oriented tourism, its own shooting, sharing, comments and other functions also meet the young people's desire to "bask" mentality, so that tourists more active to help publicize, but also more easily to the marketing content to the broader user base.

3: Micro-trust and micro-blog features a wide range of functions, for example, Tour line preview, ticket booking and other functions have gradually entered the platform, the same way net last year's ticket booking, 10% from the micro-letter, and the major tourism portal visits survey also found that nearly 20% of the initial visit is because of the click on micro-credit or micro-blog information. It is not surprising that the function is powerful and expands widely.

How to "micro marketing"

The establishment of Tourism micro-blog and micro-letter is a simple thing, but how to maintain the "micro-marketing" platform, and to make its contribution to the promotion of tourism enterprises is not so simple. Using the characteristics of these "micro-products", combined with the characteristics of tourism itself, is the key to successful "micro-marketing". :

1: Content is the key to "micro marketing" success, for the tourism industry, "micro-marketing", the boring introduction of scenic spots and product introduction will undoubtedly attract the attention of tourists, and similar to the travel strategy, money-saving strategy, self-driving strategy, food raiders and so on to share more eye-catching information, to be in the rich content of marketing, Not for marketing and perfunctory content.

2: Micro-credit and micro-blog as a communication tool, communication is the most important. Tourism "micro-marketing" can not only be limited to the delivery of information to tourists, also must have the channel of visitor feedback, and want to reply immediately, have the question to answer, even will the enterprise, the scenic Area dozen creates has the individuality, the thought "person", adds the communication not only may the active user, increases the visitor satisfaction, but also can collect the feedback information from the exchange with the visitor Immediate reform is inadequate.

3: Make full use of the functions of micro-credit and Weibo. For example, in the micro-letter, visitors reply to the keyword, you can get a specific aspect of the scenic area of information, allusions to the history, so that large data integration in the scenic spots in every visitor's smartphone. And Weibo can create a # topic #, to carry out such activities such as photography contest, modelling contest, so that tourists enjoy participating in the fun, but also invisible to the scenic area to promote their respective circle of friends, concern Group. There are many other functions, such as the use of it, is also a "micro-marketing" one of the elements of success.

4: Because tourism in most cases is not repetitive consumption, simple scenic, enterprise content is difficult to maintain a long period of attention. On this issue, the scenic area, enterprises can use micro-bo, micro-letter, regular for tourists to send preferential two-dimensional code, to the scenic spot scan two-dimensional code can get gifts or discounts, for tourists to provide a reason to travel again. Regional specialties can also be through micro-bo, micro-letter, the commodity and Taobao and other shopping media binding, the formation of scenic experience, micro-BO (letter) Publicity, Taobao purchase of product sales chain, so that can only be a by-product of the tourism products, become another unique value of the brand.

The author of this article: Mutual Knowledge Network-tourism Network Marketing (www.hyuge.cn), reprint please specify