Adventure & Tourism sector in India has grown exponentially in last few years. Amongst them the Trekking & Hiking category is receiving lot of attractions. This is because slowly & lately people are preferring natural experiential trips to the luxurious ones. This sudden boom in demand has created opportunity for tourism in the untouched places of India till date. With demand comes the service to cater it & thus the establishment of Hiking & Trekking Business. The fuel for every business is its promotion strategy so that right set of audience is created at right time & finally generates revenue. In this blog we shall focus over how can your Hiking & Trekking Business create a strong brand presence.
A) How & when to decide your trekking event
The important aspect in promotion is to decide a right venue at the right time. Time is nothing but the season that shall favour your trekking event.
Popular destinations where trekking & hiking usually takes place all around the year with best seasons favouring them is shown in tabular format below:
B) Understand your Customers well
The factors that usually influence the customers in choosing the trekking tour are:
b) The cost of an adventure tour; ·
c) The cost of related products (e.g. airline tickets); ·
d) The capacity or income of target customers
e) Difficulty level of trek
Based on above factors the behaviour pattern of customers vary in terms of expenditure, interest, amenities provided etc. The most important thing here is how should you package your event product for these set of audiences. For solving this issue, we created four segments of customers ranging in the age group of 18 – 70 years as shown below
From the above chart we can take down certain insights as:
a) When you target leisure trekkers, offer flexibility by adding both physical and cultural activities.
b) For Trekking Enthusiasts focus on challenges your trek can offer. Provide plenty of information about the trek, the level of difficulty, the elevation, the weather they can expect etc.
c) Young Leisure trekking travellers are good money spinners as well they have strong online presence. The best way to target them is by providing luxurious packages having tie ups with good resorts for stay.
C) How strong is your online presence?
At Townscript we further deep dived into the customer segments & made a weighted calculations of their research trends. We covered almost all the channels where the customers mostly tend to enquire for adventure tours.
From the above chart we can easily deduce that having an online presence of your business is the best way to attract trekking & travel enthusiasts. Thus, we shall strongly focus on how can we exploit the online medium at our best use.
a) Did you create your Website & is it Mobile Optimized?
It’s important to have a website that is SEO optimized, provides your event details as well has an integrated booking system. Your website should be one stop that allows customers to
- Browse your hikes & treks
- Book & pay for a tour
- Contact you with queries
Townscript (Event Registration Tool) allows easy integration with your website & you are charged a small fee only when a transaction takes place
b) Are you promoting your event on social media?
Implementing a social media strategy majorly in Facebook will greatly increase your brand recognition since you will be engaging with a broader audience. Get employees, business partners, and sponsors to “like” and “share” your Facebook Event Page. Simply having people interact with your content will increase brand awareness and begin building your reputation as a business. Each post that is shared will be introduced to a new network of individuals, which can lead them to becoming potential customers, and the more people who know about your event, the better.
c) Is your ranking highest in search results?
SEO, or Search Engine Optimization, is all about getting your website to appear as high as possible in search results. You can do this by:
- Thinking about what your target customer would search for on Google, and incorporating these keywords into your website content
- Creating unique content that hasn’t been published elsewhere online
- Writing blog posts and landing pages that increase the chance of finding your website through social media and organic searches
Google Adwords (an advertising service by Google) helps the businesses in establishing their ads on Google. This service is largely focused on keywords. These keywords are the trend patterns of how trekkers search for a Trekking Tour company on Google. Utilising these words in your ads, blogs, website helps in increasing your website ranking on search engine.
d) Are you aggressive in using Whatsaap?
Rajat Uppal National Marketing Head Red FM said “Whatsaap is the new SMS”. It has slowly become the most wanted marketing tool for any businesses. Communications for the target customers in trekking sector is majorly informal. And it goes without saying which is the best tool to reach out to audience in this category.
i) Whatsaap for customer communication
If you do your followups over Whatsaap instead of phone calls you get 40% more response. This also gives the opportunity to be a little informal. You can easily create groups & keep updating the trekkers about event insights, itinerary etc
ii) Whatsaap for Marketing & Promotions
You can use Whatsaap to send images, video clippings of your latest trek. Make use of Whatsaap for your existing Loyal customers. A direct connect to customers with engaging & attractive videos, images of nature surrounding your trek is the ultimate USP for your event.