Conduct a MARKETING AUDIT
Take some time to understanding what is working, and what is not. Evaluate your website maintenance costs, current digital marketing activities and advertising campaigns. Look at where you might be able to save money, whilst maintaining a level of marketing output and visibility for your customers. Review your website and search engine performance. Identify key search term keywords and implement improvements.
RETAIN EXISTING CUSTOMERS
Ensure your brand remains visible online across all your marketing channels. Maintain a regular presence across your social channels and keep your audiences engaged with up-to-date topical and share positive messages. Share video footage of what is happening on park and showcase the facilities. Update customers on what they can look forward to when they can safety visit and update regularly on the situation, when relevant.
Encourage the ‘Postpone Don’t Cancel’ approach with bookers but remember to show sympathy where required when this is not possible. Offer to rebook at no charge. You will be thanked in the long run.
INCREASE VISIBILITY TO TARGET MARKETS
Now might be the time to strengthen your marketing and leverage authority within the caravan and holiday home sector. Target future customers with low cost advertising opportunities to maintain online presence and awareness with holidaymakers and potential park home owners.
INVEST in CRM
Start segmenting your data, get to understand your customers and holiday home owners more and work towards profiling your data to build up a level of intelligence for effective marketing in the future. Safely secure and maage your customer data using an intelligent system like EliteCRM, to help you develop a targeted approach and improve conversions.
Lean on your marketing teams to maintain internal communications. Set up a fortnightly/monthly e-shot of updates and make sure staff are aware of the latest government advice and plans for reopening.
PREPARE for the REOPENING of your Park
Spend some time improving your data and, where possible, segmenting it to improve the relevance of your marketing communications to them. Consider your parks re-opening strategy. Start working on marketing campaign plans and identify activity to support the delivery. Start building email marketing templates, get direct mail pieces drafted, devise a 12-month content schedule and create new content ready to be used.
Be ready to capitalise on generating sales, leads and enquiries at every opportunity once your park(s) reopens. Identify and maximise new revenue opportunities. Use social proof at every touchpoint.
It might not be the time for many people to be thinking about their next holiday, but if being a little quieter is giving you time to review your marketing, then make the most of it.