2. Revisit your booking and cancellation policy, and make sure it will work for your company and your guests.
People simply won’t book future plans in such an uncertain environment without feeling like you have their best interest at heart. Remember, they’re looking to make plans in pencil, not permanent marker. Review your change policy and ensure that it’s easy to understand, offers fair flexibility, and is something you would easily agree to if you were your own customer. Check out our Adventure Brand Tips for Cancellations & Refunds for more ideas.
3. Update your website content (and don’t forget SEO on all new content) to highlight 2021 pre-bookings, along with your expanded and new tours/trips—and your flexible booking policies.
When someone lands on your website, they should see content that reflects:
- You’re taking pre-bookings for 2021.
- A hassle-free, streamlined booking process: your customers can make their plans in pencil!
- 2021 options that include private tours, low-crowd options, etc.
You will not want to forget about optimizing your new and expanded tour offerings for SEO. Make sure those great new trips are found and are the answers to what people are asking about. Check out our article on SEO Basics for Your Brand to help you get started.
4. Develop a comprehensive 2021 pre-booking campaign that brings together both online and offline marketing efforts. This is your strategic roadmap for Q3, Q4 2020 to impact 2021.
A successful 2021 pre-booking campaign will include many of the following:
- Email marketing
- Social media organic posts
- Paid advertising
- Podcast interviews
- Leverage guest blog posts
- Press pitches
- Media interviews
These moving pieces should come together into one cohesive marketing roadmap; identify your goals and develop the strategy that will support those goals. Your goals should take into account not only what you’re trying to achieve in the following months, but who you’re reaching and what that messaging will look like, then map that strategy out with a calendar. Once this is done, you can begin creating the necessary assets and content you’ll need to tell your story.
5. Leverage the “sharing” piece of your customer’s travel stages!
What happens after someone has experienced your adventure?
Worst-case scenario is they fall into the ever-mysterious Bermuda Triangle of Customers, disappearing from your radar, never to be seen again. (If you see this happening to you, reach out to us… we know how to fix this.)
Acceptable scenario is they follow you on social media and join your email list.
Best-case scenario is they become a brand ambassador who shares about their experience in one of the following ways:
- Social media posts
This is what we call user-generated content (UGC). It is one of the strongest assets you have at your fingertips for supporting both your fall season marketing efforts and your 2021 pre-booking marketing efforts.
Dig into the user-generated content your followers and customers have created over the last few months or years. Find social media posts, great reviews, etc., and save them/file them; pull quotes to freshen up your testimonials; schedule reposts into your social media calendar. Then use this UGC on all your channels: share to your social media accounts, post on your website, feature in your emails, and add to your Youtube videos. Share the fun that others can look forward to in 2021 on a regular basis.
Need help finding this gold mine of user-generated content? Check out these helpful, step-by-step guides for how to find and share UGC on Facebook and Instagram:
6. If you have a small onsite shop with retail products to sell, consider expanding it into an online store for 2021 that can be easily developed and managed on your website.
Outdoor retail stores are selling out product left and right as new customers flock to “get outdoors” instead of doing their traditional vacations this season like going to Disney or camps. Jump into this wave, eCommerce can be a prominent channel for adding incremental sales, communicating with customers, and forging a sense of community around a brand. Digital marketing can both help boost online sales even while your doors are closed, as well as entice consumers to visit your store once you reopen.