When developing a new brand (or rebranding an existing one), we always advise our clients, “You can’t be all things to all people.” Applying that same wisdom to your marketing efforts, you can’t push all offerings to all audiences. You need to send the right promotion to the right targets at the right time — all while breaking through the bombardment of other marketing messages. This is where the importance of personalization and targeting comes into play.
Getting Personal
Think about your own daily interactions. You open Twitter to get the latest news and hit the hashtag icon to see what’s lined up “for you.” You go to Amazon to make a purchase and are shown products “inspired by your shopping trends.” You turn on Netflix and use the customized category hub to get to your favorites. It’s a hyper-targeted world — and consumers have come to expect this level of personalization in every aspect of their lives.
By The Numbers
In a survey about attitudes toward personalization, 90% of respondents said “messages from companies that are not personally relevant are annoying” and 44% “are willing to switch to brands who better personalize marketing communications.” Another survey unveiled that 62% of respondents “were willing to give out their e-mail address in exchange for receiving personalized offers from companies.”
Relevance Reigns
If you’re in charge of marketing for a resort or destination, you know there are disparate prospects coming to your website for inspiration and information. Harried moms. Outdoor adventurers. Serious golfers. Spa-goers. Starry-eyed brides. Corporate meeting planners. This is your chance to ask about their interests so you can deliver targeted, relevant content (think: stay packages, recommended trip itineraries, value-added enhancements). When these individuals provide their personal details voluntarily, that marks the start of a beautiful customer relationship that has the strong potential to yield brand loyalty and increased conversions.
There’s no denying the importance of personalization and targeting in hospitality and tourism marketing. Another sure thing? To pull it off successfully, you need a partner with experience. Contact Lynn Kaniper today at 609.466.9187 ext. 117 or lkaniper@danacommunications.com to find out how Dana can help in your efforts.
