4 Tips for Operators Restarting Their Marketing Campaigns

Arival spoke to Sean Rice of Follow the Camino and One Foot Abroad to discover how they’re reengaging their potential customers

Reading Time: 2 minutes 26 seconds

For many operators, marketing has been the least of their concerns over the past year. But as tourism reopens in fits and starts, depending on where you are, it’s time to get those clicks, leads and bookings rolling in again.

At Follow the Camino and One Foot Abroad, COO Sean Rice has been moving from trying to keep the brand top of mind to focusing on conversions. Here’s his top tips for operators planning on doing the same.

Sean Rice weighed in on hot topics for operators with Christine Peterson of smarTours at the Arival Multi-Day Tours Forum. Watch the discussion below

Don’t Spend Until Leads Begin to Convert

As soon as organic leads begin to convert, restart your paid advertising. “We’re very much data driven,” Rice says. “I’m not spending until I see leads converting to bookings because we get a lot of organic leads as well. If they don’t convert to bookings, well then my belief is that the paid advertising will be almost irrelevant then.”

Engage And Re-Inspire Potential Customers

4 Tips for Operators Restarting Their Marketing Campaigns Ben Finch Arival
Reengage those who know your brand — Alejandro Luengo / Unsplash

Over the past 18 months, brand awareness has been the main focus for most marketing campaigns. Knuckling down and converting as many of those who know the brand should be a priority.

Follow the Camino had started a series of videos and podcasts called Camino Talks. These were interviews with authors, hikers, and those who know Camino del Rey brilliantly. This kept people engaged, and the content is now being repurposed by the company’s digital lab for use in inspirational advertising.

Talk to Destination Tourism Boards

Another avenue is to get in touch with tourism boards to work on co-marketing activities. They can help find partners, influencers and bloggers that can help you produce inspirational content. “It’s all about tapping into new markets, or new audiences, that maybe wouldn’t have heard of us directly.”

Facebook is Great for Inspiration, Google is Better for Leads and Bookings

4 Tips for Operators Restarting Their Marketing Campaigns Ben Finch Arival
“Facebook is great for inspiration, and people that maybe haven’t even decided they want a holiday yet,” Rice says — Alexander Shatov / Unsplash

Instagram and Facebook are the easiest places to inspire people and drive traffic to your site, Rice says. However, pay-per-click (PPC) on Google is much better at generating leads and bookings. “Facebook is great for inspiration, and people that maybe haven’t even decided they want a holiday yet,” he says.

“PPC is very much for the people who know what they want and we’re just trying to grab them in.”

Despite that, Follow the Camino and One Foot Abroad had begun to direct more of their spend towards Facebook before the pandemic. Rice says: “We found Facebook very, very good in cost. The cost was a lot less and the results were quite good.”

Sean Rice took part in the discussion Hot Topics: Operators Weigh-In at The Multi-Day Tours & Experience Forum

Become a Pro Access member to get easy access to watch all of the Arival Accel series of virtual events on-demand and premium research for a full year, starting at just $179

Print Friendly, PDF & Email

Trending

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].