Due to the rise of social media and the sharing economy, today’s consumers across all industries expect to receive a personalized product. They want to purchase goods and services that cater directly to their needs and preferences, and they know that the best companies know how to use data to create that convenient, comfortable experience for them. Especially in our world, personalization marketing for tours or activities is becoming incredibly important, especially for companies wanting to go to the next level of growth.
This process of personalization begins with the marketing campaigns that you implement at your tour and activity company. This form of marketing is called 1:1 Personalization. Here’s what you need to know:
In the marketing field, 1:1 personalization is defined as the process of providing an individual consumer with a unique online marketing experience. For example, a 1:1 personalization campaign would provide a traveler with product recommendations for the tours and activities that would best fit their needs based on data collected by both first- and third-party organizations. Ideally, a 1:1 personalization campaign is delivered to the consumer in real-time, which requires you as the tour and activity operator to have access to recent, accurate data at all times. It can be a complex process, but it doesn’t have to be. The right technology will ensure that you can develop and implement 1:1 personalization marketing for tours, activities, attractions or whichever product you have in mind.
Due to the fact that 1:1 personalization relies heavily on data collected from the consumer by first and third parties, 1:1 personalization campaigns are exclusively digital. The best platforms to use for these types of campaigns include:
Perhaps the biggest benefit of launching 1:1 personalization campaigns is that you can connect with the consumer before they ever become your customer, and it allows you to build trust with your target market segment. In addition, these campaigns are highly effective in the modern world, where mobile devices reign supreme. It’s an effective way to build revenue for your tour and activity brand.
All too often, independent tour and activity operators assume that 1:1 personalization is a marketing strategy that can only be employed by large companies that can afford to hire expensive marketing firms. In reality, those that have the right technology and infrastructure in place can collect and utilize their data to create their own effective marketing campaigns that are personalized to meet the needs and expectations of their customers.
For more information on how Rezdy can help you collect valuable data to improve your personalization marketing for tours or activities, book your free demo now. In addition, download our online marketing e-book to learn about the best marketing practices in the tour and activity industry.
Image credit: Jack Finnigan