©Millennium Media Entertainment
Qualifications
My job for years has been designing News and Entertainment Programming attractive to American Viewers.
And subsequently, Marketing these shows the American Viewing Public.
US Television Professionals know allot about Advertising/Marketing and Branding. We have to in order to sell advertising airtime to clients and market our own products.
Not many doubt how effective we are in these disciplines.
Step 1-External Marketing
- Know your Audiences and what their hot buttons are to elicit desired responses.
- Marketing Palawan Tourism to Filipinos and Foreigners are different Advertising activities. What works one group, often does not work on the other.
- Advertising/Marketing totally works on Foreigners, but not that much on Filipinos, who are more word of mouth driven.
- Foreigners are far more Marketing Driven using Social Media and Search engines, like Google, for information.
- Potential Foreign Tourists study countries, before committing to visit. They look at the various attractions and advantages each South East Asia Country offers.
- It is important to know that they are very independent with how they make decisions. They decide based on they have read, seen and then what they may have heard.
- Recognize they may not know anyone who has been to Palawan or the Philippines. And, most likely don’t care if they don’t.
- They shop for accommodations online and this is where your business has to be enticing. You have to sell the Benefits that support your Brand.
- Whatever your benefits are, do not make this about price. (Still dating phase) Way too early for that and you will lose them.
- Accept that they do some things differently. If you want their business, then Market to them in manner they will respond to. Marketing to Foreigners as you would Pinoys, will not work.
- Compose your Marketing Materials in formats they are used to. It’s a mistake to use black fonts on red and green backgrounds, for example. They will leave your information, if they find it hard to read or if the typeface is tiny.
- Social Media is very effective and so are Websites. Learn how Key Words will drive Foreigners to your website and FB, when they do a search.
Foreigners are Visually Driven. They require lots of pictures to motivate them.
- They need clear (Not bleary) pictures of your business and Palawan’s attractions. If your Pension has a restaurant, show pictures of people using it. An empty restaurant communicates no one likes or uses it.
- And, provide clear (not over exposed) pictures of your menu items or meals you have cooked.
- Also, take pictures of your guests. Display pictures of your staff and staff interacting. That is part of the virtual tour that they are experiencing.
- FB is terrific for the above. You can daily add new pictures and information, which you should. Don’t do what is described here once and then never update the information again.
- When using Social Media, expand your data bases, inviting friends of friends to be your friend. There is total grabber, doing this. You are establishing relationships. Don’t be shy about reaching out.
- Consider a Branding Slogan or Slug Line that makes a Claim about why your business is special. Foreigners are Advertising/Claim oriented. No, you are not bragging.
- Let’s assume most of the above worked on someone in the US, Canada, Japan, the UK or Korea: Make it easy for them to make a reservation.
- They are not going to call a Palawan number, but they will use E-mail and Skype. Train the staff to be attentive to inquiries and reservations.
Step 2-Transitional Marketing (Close the deal)
- Everything worked and your client or guest is in front of you or your staff. This transaction is not closed yet.
You need to build the relationship. If you are a Pension, show them their room and answer all questions, before signing them in.
- This is extremely important for Walk-In potential Clients or Guests.
- Explain your benefits and show them what they are if you can.
- Once that is done, is when you could talk price, if they already don’t know.
- You can then offer to discuss their itinerary, when they have time. Idea is build trust. Close this deal and get them settled, before pitching packages and tours.
- One thing I cannot get anyone in Puerto to understand is no Foreigner can get their heads around the high looking Peso numbers. Makes them hesitate.
- Foreigners are used to Dollars or Euros, which are smaller numbers.
When you can, quote the exchange rate price and they will be relieved.
- (I know this is the Philippines and national pride is involved. However, you will get more money if you make this easier for the Foreigners.)
Train your staff to be outgoing and friendly. It’s contagious.
- You guests will respond positively.
- As they also will with too matter of fact, which is a turn off to overseas people. Feels stern and is unwelcoming.
Coming at them with El Nido, Underground River, and Honda Bay etc. as they are checking in will feel like a hustle or con to Foreigners. Now, you have established mistrust. And, they may just leave.
I have seen many Foreigners leave, when they encounter what they consider a con or a stern staff with a give me the money attitude.
- This is important to Walk-In Business. Talking prices at the top in a matter of the fact way, before benefits, communicate you are a jerk.
- I have seen a few do this and if you think one of the staff has an attitude, keep them away from potential guests.
- They will leave. Not how they are treated in whatever country they come from.
Step 3-Internal Marketing
Ok, they are now settled in with you, but it isn’t over yet.
Ask them if they need anything, when they reappear. Means you care.
- Make sure your staff is clean, neat and friendly.
- Hire people who are good with other people.
- I have seen loud talking staff, irritate both Manila and Foreign people. It’s frankly bad manners, reflects poorly on your business and builds a lack of trust in your clients or guests, because it shows a lack of respect.
- So, does uneaten food left on tables for hours, used glasses or coffee cups and full waste baskets. Same goes for staff sleeping in front of guests.
- Make things easy. ALWAYS have hot water for your guests. Small amenities like soap, toothpaste, cigarettes, lighters and soft drinks should be available for guests to purchase. It’s revenue and why make them go to a Sari-Sari Store?
- Make sure the Staff is knowledgeable about nearby retail and restaurants. Have menus available for clients or guests.
- Assuming the above is taken care of, the environments right to discuss your various tours and packages, if not already done.
- Word to the wise: Don’t ignore what they are interested in doing while here, in favor of what you or your staff want them to do. That will irritate your clients and guests.
Helpful Filipino Style advice they will appreciate.
- That is something that will impress them and they will remember.
I hope you have found this helpful. My goal is assist business grow tourism in the Province and Puerto Princesa. I have volunteered before to help companies on a *Pro Bono basis.
*professional work undertaken voluntarily and without payment
John Sheehan
Millennium Media Entertainment
http://johntsheehanmme@gmail.com
Blog: http://johnsheehan17.blogspot.com/
FB: https://www.facebook.com/pages/Millennium-Media-Entertainment/74464753836
Skype: John.Sheehan67
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