I am writing this from Santa Teresa on the Nicoya penninsula in Costa Rica. It is a beautiful spot that is quickly being discovered due to the popularity of Eco-tourism. That means hotels are springing up, there is an abundance of new service industries catering to the tourists and just about every parcel of land is for sale.
I have had enjoyed observing how they market their brand launches.
1. The Burma Shave and billboards are the first choice. Remember the series of signs that spelled out a message or measured your approach to a site? Well that is the first choice. We are talking lo tech, small signs nailed to trees. Many are even hand painted on salvaged wood.
2. The Internet is here. That means most ads and collateral materials have URLs. Some even have QR codes.
3. But the most powerful form of promotion is using word of mouth. The concierge who makes suggestions to prospective client (aka guest), the trusted guide who offers dinner suggestions or the friend who has just returned and shares her “must do” list.
So I have been thinking about what I can learn from these observations. And here is what I think–
-Never ever underestimate the power of endorsements, satisfied customers and opinion leaders. Infect, use them as much as you can and keep them happy.
-Keep it real- you don’t need the effort to be fancy and slick. If the message is sincere, accurate and helpful then it will be effective.
-Just get out there, even if isn’t perfect it is better to be seen and heard. You can always tweak and change it up (especially as you haven’t made an enormous investment in it.
Well that’s my thought for the day. Gotta run– my surfer instructor awaits and you can bet I am going to ask him for a dinner suggestion!
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