Endorsements and testimonials are also important
in attracting potential visitors. This should include
user generated testimonials. Sites such as trip
advisor provide platforms for user generated
reviews. In addition, marketers within that
location should create and share stories about the
destination.
Social media will continue to play a key role in
sharing testimonies and stories from both visitors
and marketers. Such testimonials serves as part
of the wider experiential marketing programs.
Testimonies can only come from experiences.
Having accurate data helps in understanding the
gaps in the offering. Like many other marketing
programs, the process starts way before the visitor
arrives and runs even after the visitor departs. Data
at key points of interest along the visitor journey
will help in bridging gaps in service delivery. Use
of data for enhancing visitor experience across
various points should be an iterative process.
"Lack of adequate data remains a key challenge in
executing the Laikipia as a destination program.
We need data to help us plan and work closely
with all the stakeholders", said Mr. Tirop.
The trade-off between volume and value plays a
key role and should be another key consideration.
What is the optimal number that a given
destination can accommodate to ensure realization
of value? How about ROI of the programs and for
the parties involved?
The community
Involving the local communities in executing
programs is a key. The cultural and communal
aspects are important consideration areas. There
should be a clear role in identifying the engagement
with local communities. The most important is to
ensure all stakeholders are involved in the process.
In addition, local engagement is important in
the market place - from sourcing of products to
providing labour and services to the establishments
within a given destination.
Isaac is a marketing research consultant
within the Africa and Middle East
region. You can reach him on this and
related issue via email at: itngatia@
gmail.com or on Twitter @IsaacTN.