| Written By: Dave Waye Glen Echo Cottages |
Originally Published in the February 1995 issue of The Outfitter Magazine. |
There are many possible answers to this question and they are as varied as our individual businesses. Whether your business is all repeat and recommended customers or you’ve just bought a camp with no customers, you need to advertise. Your advertising requirements will, of course, be different but you still need to advertise in order to make sure that customers can find you when they are ready to book their trip.
Let’s take a look at why you need to advertise:
Replace Lost Customers
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Some will move out of your trading area.
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Some will die.
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They may have a change of circumstances such as reduced income or health problems.
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A few will become dissatisfied with your business because of poor fishing, poor weather, poor service or any number of other factors.
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Some may simply want to try some place different for a change.
Increase Occupancy
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Some businesses need to increase their occupancy levels in general. Others need to increase occupancy during the shoulder seasons.
Attract the Right Kind of Customer
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A new owner may want to attract a totally different kind of clientele.
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You may want to attract customers who spend more. (e.g. rent boats or take American Plan)
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You may want customers of a certain age or with certain interests like ecotourism or any number of other criteria.
Promote New Services
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Such as snowmobiling, American Plan, etc.
Credibility
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People become comfortable with your name the more they see it. When it comes time to book their trip they may choose you simply because they recognize your business name.
Maintain Your Image
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If people are used to seeing you at sports shows or advertised in magazines and you suddenly stop they begin to wonder if something has happened to your business that will affect them.
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Some businesses enjoy such a high profile and reputation that their customers expect to see them advertised. Other reasons to advertise can best be explained by looking at the two groups of buyers who are looking to book a trip.
Those Who Know You
Recommended
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They know your name and how good you are from their friends but they may only have been given your name and not your phone number or address.
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Your advertising helps to reinforce the recommendation.
Former Customers
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It’s vitally important to keep your name in front of these people and to continue to remind them of the reasons why they came to you in the past.
Saw Your Other Advertising
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These people may have seen a magazine ad, talked to you at a sport show, read an article or perhaps saw a TV show about your place. If they were not looking for a trip at the time it is unlikely that they would have kept your brochure or written down your phone number.
Passers-by
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They may have driven by your place and saw your sign or perhaps they may have seen your operation from the water or air. Whatever reason people have for knowing your business name it is important that they be able to find you when they are ready to buy. The more they have to hunt around to find you the more chance they have to be sold by one of your competitors ads.
Those Who Don’t Know You
Newcomers
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They may be new to a sport such as fishing or hunting.
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They may have moved to Ontario from Alberta and now they have to find a new resort here.
Last Minute or Emergency Buyers
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These are the people who leave their vacation planning 'til the last minute or who have just decided that they can afford a vacation this year. The place they normally stay may very well be booked so now they have to find a new place to stay.
Dissatisfied
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We covered the reasons why someone could become dissatisfied with your competition. Now they are looking for another outfitter to stay with.
Infrequent
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Some people vacation in Northern Ontario every third year or so and some may have never vacationed here. Since they have no particular place in mind their business is up for grabs.
Comparison Shoppers
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These people want to take a trip and they will shop around for the best value or deal possible. This second group of buyers is looking for someplace to spend their hard earned vacation dollars. Only by advertising can you hope to convince them to spend their money at your place.
Every business person I know wants to increase their sales. Advertising can help you do this by convincing people to call you. However, once you get the call it is up to you to convince the customer to come to your place.
