ADvice Getting a Piece of the Tourist Pie: Marketing 101 for Tourism and Real Estate Businesses Coastlines ADvice article by Karen Gay
	Karen Gay

Long gone are the days when tourists in Destin and Fort Walton Beach have little to do but spend the day at the beach. Instead, from the minute they arrive there’s a myriad of things to do, from eating out at restaurants and enjoying our nightlife to days full of water sports, shopping, golfing and even buying real estate. You name it, we’ve got it.

With so much competition for the mighty tourist dollar, how can your tourism or real estate business get a piece of the tourist pie?

Understand your customers. Know who they are, where they come from, where they stay while in our area; know their age, sex, household income and even hobbies. In a nutshell, know them inside and out and what makes them tick.

Know your USP (Unique Selling Position). Each business has a USP. Clearly define what makes your business different and unique from all others in your category. Use this to help build your brand, making sure to include it in all of your branding efforts.

Invest time and energy in a marketing plan. Whether you have a large budget or no budget, your business should have a detailed, year-long marketing plan in writing. Include product, price, place and promotion. Remember that marketing includes much more than advertising. Public relations efforts, strategic business partnerships and even trade agreements are all ways to market your product.

Measure your results and make adjustments. On a quarterly or bi-annual basis, review your plan and determine if it is working for you. Make adjustments as necessary and know that your plan is only a plan and that it is flexible.

Follow these basic guidelines and you should be on your way to getting your piece of the tourist pie. At the very minimum, you will have laid the essential groundwork for successfully marketing your tourism and or real estate business.

Karen Gay is account planner and media buyer for O’Connor Ricks Associates, a full-service advertising, marketing, design and public relations agency in Fort Walton Beach that specializes in tourism marketing. She is also the past Secretary of the Emerald Coast Advertising Federation.

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