Intro
Marketing a coastal property requires care and attention. In order to do this you must look past the clichés and apply the four lens approach – The Commercial Lens, The Tonality Lens, The Loyalty Lens and The Guardianship Lens.
The Commercial Lens
Coastal hotels are seasonal, let’s face it the footfall in the winter is always likely to be down, so as a coastal hotel you must always plan for this variance.
- Create Seasonal offers – to entice guests with promise of something different in the autumn and winter
- Ensure your website has removed all barriers to purchase – Make it easy for them to purchase a room, easy to see the events you have on, easy to buy offers or gift vouchers.
- Set up your tracking – Make sure you know the action you’re taking is working
- Don’t oversell the sea – chances are there are many other properties selling the same thing. Find what makes you unique
The Tonality Lens
The voice of a coastal hotel must strike a delicate balance. If it is too corporate, it fails to capture the emotional allure of the sea; if it is too whimsical, it undermines the financial weight of the transaction. The tone must project grounded escapism.
Discover what makes your business truly unique in the marketplace – hint it’s not the views.
- Find your voice – a distinctive voice that could only be you – this can be a visual or the use of recurring words and phrases aligned to your strategy
- Stick to this voice no matter what – The consistency will pay dividends in no time, people will know who you are, they’ll understand your business – if they like you they’ll buy from you.
The Loyalty Lens
Ok, you had them at hello, but how do you keep them coming back for more.
Frequency and consistency – give them communications regularly, remind them who you are and why you’re great for them
- Segment your database – you’d never sell shampoo to a bald man, so why would you offer paddle boarding excursions if your demographic is in the less sprightly end of the age bracket.
- Maintain your tonality – if they liked you initially make sure your tonality doesn’t change. The only surporses should be you have another great reason to visit they never knew about you
The Guardianship Lens
Keep it going, and plan ahead. From the profitable sunny days to the dreary stormy winters, keep the faith in the brand. I have been working with some coastal properties like The Lansdowne for over 8 years. you get to understand the business implicitly. when you do that you can predict the seasons, and plan to surprise – don’t expect to achieve this knowledge after two weeks.
Clockwork communications – If they get to expect an email from you send it. If you have a regular sale, make sure it happens
- Understand the workings of the business, how it ticks, the hidden costs, the procedures – Coastal properties cannot drop everything at the whim of some devilish marketing ploy. They have systems and procedures, they have regular guests (some of whom you don’t want to lose). They are by their very nature cautious to change. Understand the business, where it wants to go, and you’ll be able to guide it there with much less friction.
Summary
A coastal property offers amazing brand opportunities. It’s location is beguiling (just don’t get drawn into it being their reason for being). They invariably have so much more to offer. Tap into that hidden treasure and embellish it with the coastal overlay. Most of all be seen regularly with the right tonality aligned to where you want to be.
If you have a coastal property, I have years of experience. I can help – more than you could ever imagine. Contact me below to get started
Insight
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