Before you know it, the long winter will be a forgotten memory – except for the powder days. As it finally warms up for good (whatever that means this year), school will be out and tourists will be inbound for another summer.
It’s almost tourist season. Are you ready?
Is your facility ready? I’m sure you have a checklist for that, so I won’t go there.
Instead, let’s discuss some steps to help you make tourist season better than expected:
- Do you have an easy way to prompt your visitors to leave a review? Will they be encouraged by your facility to take pictures at your place and post them to social media? Is there an easy way for them to suggest that their friends should visit?
- Can they find your place on Google Local, Google+ Local and Google+ Business?
- Are they on your email list?
Encouraging reviews and photos
Most people like sending an occasional “Having fun, wish you were here” photo to friends, family and co-workers, if nothing else, just to rub it in a little.
You can make this easier with suggestions for the best places to take photos to send their friends, family and co-workers, but also by asking to take their picture. This gets everyone in their group into the photo and gets your staff engaged as well.
Ask your visitors to text their photos to you so you can print a copy for them. With their permission, post the photos in your facility and on your website to provide social proof of the great time your visitors have. Print postcards from the photos for a special touch they can send to friends and family.
Don’t be invisible to tourists
If your business doesn’t have at least a minimal profile (name, address, phone, hours, photos), you’ll be invisible to smartphone maps and the tourists who use them (lots). That’s the last place you want to be invisible.
Be sure you’ve updated (or added) your profile on the major profile sites, such as Google Local, Google+ Local, Google+ for Business. Restaurants should do the same with Yelp and UrbanSpoon. If you have more time, take the same steps with Bing, your local chamber of commerce and local directory sites. Don’t forget a Facebook fan page.
These days, “Google, local, social” is the smartphone equivalent of “location, location, location”.
Create a special email list
If they’ll be staying with you (ie: you run a campground, RV park, hotel, motel, hostel, cabins, resort, etc), consider building a special email list for your visitors.
To make it most effective, it should be timed to their visit. An email series that gives them a countdown to their visit would be useful, particularly if it prepares them at the right time in advance of their visit. All of this can be automated to make it easy for you while making it super useful for your visitors.
For example, an email might let them know about popular events during certain days, or that a special dinner location requires reservations three weeks in advance during prime season. If they receive the latter email three to six weeks in advance, they can take advantage of it. If they don’t find out until they get there….too late.
Road problems? Let them know. Don’t expect that they have had time to find your area’s road conditions page – or that it is up to date. Let them know so that your guests are prepared for anything.
Don’t let this list end with the before visit email sequence. Keep in touch during their visit about how you can help with things they’ve forgotten and with local advice. Quality advice will be appreciated if it’s pertinent to their time with you.
Finally, keep a notebook and a camera handy at the front desk for notes and photos when the opportunity presents itself. A casual photo of your guests included in an email – or better, a postcard waiting for them when they return home, is a great personal touch to remind them to return and refer their friends, family and co-workers.
Don’t have their email address? Try a text message sequence. As with email, be sure you get permission first.
Take advantage of the time remaining before tourist season to turn a good visit into a memorable experience that has them ready to return – and talk about you in the meantime.
Most likely you’ve heard the saying “A poor artisan blames their tools.”
Despite the ROI of blame being zero (at best), this situation goes well beyond blame.
When you blame the tool, at least two situations can pop up:
- Your current tools don’t produce the kind of benefits / outcome / work you need (even if they used to), and that suggests you need to choose another tool that will do the work.
- Your comfort level with the existing tool may exceed your need (or desire) to select a better one, even though the better tool has substantial benefits to your business. A frequent obstacle is the inertia created by the anticipated learning curve of a new tool. Even the perception of that curve can prevent a tool switch capable of producing massive benefits.
However, there’s far more to mastery than your expertise with the tools used to create the services and products you deliver.
Beyond mastery of production
This experience includes the tools used to communicate with your client community, such as your accounting system, email list management (such as http://enews.aweber.com), webinar software, phone systems and redundancy management such as backup systems.
Low tech systems should also be a part of these discussions, as they’re as important as the others. Examples of low tech systems include office / shop / restroom cleaning, plumbing as well as trash and scrap disposal. Hazardous materials management (such as benzene containment) will also play a part in the equation for many service and manufacturing businesses.
Even if none of these systems touch the service or product your clients receive, they do form the foundation of your clients’ experience. How they interact with each other, as well as how they interact with your clientele, is critical to the first impression you make, much less the day to day experience you create.
Master your communications tools
Communications tools are a common stumbling point in this way. Consider the last few webinars or conference calls you’ve attended.
How many times have the organizers struggled with the webinar or phone software or hardware? Did it reach the point where it was a distraction that kept participants from accomplishing the meeting’s goals? Did it prevent effective communication in the meeting?
The frustration factor of these things wears on participants, particularly if they experience it repeatedly. The more organizers struggle with the technologies, the worse it gets.
A common factor in less-than-ideal group settings like webinars, call-in shows and conference calls is a lack of rehearsal by the presenters. When presenters read from a script or bullets they’ve never rehearsed, the mechanical / monotonous nature of reading text that the reader has not rehearsed reduces attendee comprehension. If interaction is expected between presenters, an unrehearsed presentation’s conversation isn’t conversational, it’s mechanical.
Good speakers can ad-lib from bullets or scripted text, but if you haven’t practiced enough to make the ad-lib feel natural, it won’t be sound nearly as smooth as you’d like.
When a conversation loses this natural touch and goes mechanical, it leads listeners down the road to inattention and boredom.
Bark, meow, disconnect
When speakers confuse the mute button with the disconnect button on their phone, it produces a jarring experience. In some webinar software, it’s a challenge for the organizer to return to the call, and in some cases, the conference is terminated when the organizer disconnects. Are you ready to lose 1000 listeners because you clicked or touched the wrong button?
Less serious flubs like echo, feedback, cell phone rings and animal noises in the background not only distract the listener, but they speak to your attention to detail – prompting listeners to wonder where else your lack of attention will manifest itself.
Is it streamlined?
First impressions are rooted in streamlined interactions, a lack of jarring experiences and consistently well-met expectations.
How you achieve these things is not driven solely by product and service quality. Consistency in delivery, interaction, returns, accounting, conference calls, billing, refunds, follow ups and a litany of other minutiae (like spelling minutiae properly) contribute to the overall experience your clientele has, remembers and expects.
When great first impressions become a streamlined, consistent experience, it transforms referrals from “We use so-and-so” to “You’re totally crazy if you don’t use so-and-so. Don’t use anyone else!”
Isn’t that what you want?