Know your USPs, know your market, make a connection

Do you know which local connections mark your area out as a 'destination'? Perhaps you're located somewhere like Devon/Dorset's Jurassic Coast, Yorkshire's Brontë Country or the area known as Constable Country on the Suffolk/Essex borders.

Once you have identified your area's unique selling points (USPs), make the most of them. Taking the extra effort to sell your area's 'brand' and targeting the right markets in the right way, could grow your business. Be ready to capitalise on new opportunities too.

If you are in an area with a distinct physical geography, offer walking breaks that appeal to ramblers and geologists. Catch the eye of literary and art enthusiasts by teaming up with local tutors to provide writing or painting holidays. At the very least, try and get your website linked with businesses that cater for special interests in the locality.

Set-jetting

Set-jetting – visiting TV and film locations – is an increasingly popular example of a USP that can reap rewards. Recent research from VisitBritain showed that 40% of potential visitors were 'very likely' to visit places associated with films or TV. Cash in on filming in your region by providing itineraries that take in the sites, or by organising themed evenings and quizzes.

Think laterally, too. If the primary lure is a period film shot at a nearby stately home, also promote your proximity to other historic houses and gardens to spread interest. Try to negotiate a reduced entry fee for your guests.

Relocation, relocation

Be aware of local business developments. A major employer who relocates staff to your area could require temporary and longer-term accommodation. When the Met Office moved its headquarters from Bracknell to Exeter, introductory reconnaissance trips organised for the families of around 1,000 employees produced a need for some 2,200 bed nights at five local hotels. Further hotel/Bed and Breakfast (B&B) accommodation was required during actual domestic moves. About 30 employees continue to use self-catering/Bed and Breakfast (B&B) accommodation and commute home at weekends.

Met Office head of human resources Graham Cooper said, 'We looked for hotels we could trust to make the visits a positive experience.' He advises accommodation providers to make themselves known to their local council, where information about potential inward investment will be available.

A recently announced example is the planned move of some 1,500 jobs by the BBC to Salford Quays in Manchester. The relocation is scheduled for 2010. To find out more, visit the Northwest Regional Development Agency's website, www.nwda.co.uk.

Reaching your niche market

Having identified your area's USP, how can you be sure to target the right market in the right way? A good starting point is to find out about national and regional tourist board marketing campaigns and get involved, taking advantage of any research that has identified niche opportunities.

Try and understand as much as you can about your potential market. For example, what do they read when they are not on holiday? Niche and specialist magazines can be a cost-effective way to reach markets with a particular interest or hobby.

Connecting with potential markets

Finding out more about domestic and international visitors provides information that you can then use to tailor your product to meet their needs.

Make planning personal

It's now possible to create your own personal marketing proposal using a new online tool from VisitBritain. To see how you can put together your marketing plan to target a choice of 36 countries plus the domestic market, log on to www.tourismtrade.org.uk.

This feature is based on an article which appeared in the Winter 2007 edition of Quality Edge, VisitBritain’s publication for quality-assessed accommodation.