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Part 2:
Communicating
Effectively
Part 2:
Communicating
Effectively
Rural Tourism Business Toolkit
Image courtesy of Ian Brodie & Somerset County Council
Rural Tourism Business Toolkit
2
About this toolkit
This .pdf is the second part of a fully featured resource packed full of useful information and advice
for new and existing rural tourism businesses. It is designed to help with business evaluation,
market identification, development of effective communication and marketing strategies, and
is intended to encourage initiatives that offer great visitor experiences whilst nurturing the
environments that create them.
This toolkit has been created as part of the COOL Tourism Project by the COOL Partnership and
tourism development charity Hidden Britain.
The COOL Tourism Project
The COOL Tourism Project is a European partnership of 11 local authorities and organisations,
based in the east and south of England and in the north of France, who are working together to
help each other compete effectively in the global tourism market.
COOL Tourism aims to address the need for market research, product development and business
support in the partners’ areas, and to encourage rural tourism businesses to make use of the rural
areas’ environmental assets and local distinctiveness to attract visitors.
The project is being delivered with the support of the European cross-border co-operation
Programme INTERREG IV A, France (Channel) – England, co-funded by the European Regional
Development Fund.
The project partners include; Norfolk County Council, Essex County Council (Visit Essex), Kent County
Council (Explore Kent), Visit Kent, Somerset County Council, West Somerset Council, Sedgemoor
District Council, Exmoor National Park Authority, Pas-de-Calais Tourisme, Somme Tourisme, and
Pas-de-Calais Gîtes de France.
Part 2 ~ Communicating Effectively
This toolkit has been designed to allow you to
dip in and select the tools you need.
You’ll find navigation buttons on every page to
help move back and forward between the tools
and you can easily return here to the contents
page by clicking the “home” button at any time.
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Contents
How to use this Toolkit
Page 4
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Page 5
Page 8
Page 9
Page 19
Introduction
Building a marketing plan
Building marketing messages
Assessing opportunities
Social media
Go
Go
Go
Go
Page 27
Page 32
Page 36
Email Newsletters & updates
Public Relations
Print
Go
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Return to
contents page
Go to start of
previous tool
Go to start of
next tool
Effective websites Page 11
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Page 39Word of Mouth
Go
Page 40Experiential Marketing
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Page 41FAQs
Go
Rural Tourism Business Toolkit
Why communications matter...
Communications are your way of reaching your customers and visitors, your way of interacting with
them, conversing with them and engaging them.
Experts estimate that we see and hear several thousand marketing messages every single day! So
perhaps the question is not why communications matter but why the right, targeted and relevant
communications matter to your business.
Doing more with less...
You have lots of tools to communicate with and this section will cover the basics and then expand
on several key channels offering tools and tips to make them more effective for you. Overall
however, the focus is on how you can do more for less. All the ideas are very low cost or free and
designed to ensure you get the maximum benefit from every communication you make.
Where you should be before you begin
Before you use any of the information and tools in this section, we would suggest you have an
understanding of the following:
→ Clear objectives for your business
What you need and are looking to achieve
→ A clear understanding of your target audiences
Who they are, where they are and what they want
→ A clear understanding of your offer
What you have to give them that will make them spend time and money with you.
Only then will your communications be focused enough to be effective. If you‘re unsure, check out
Part one of the Toolkit – Getting Started.
If you need help with any aspect of communications then try the following sources of further help:
→ www.marketingdonut.co.uk
→ www.cim.co.uk
4
Contents Introduction
This toolkit is an in-depth resource but it cannot address every specific need. Therefore feel free to
tailor the guidance or use it as a starting point to research further for your own business.
Also remember - things change, websites disappear and new trends arrive, use this toolkit
alongside your own research to ensure you are right up to date...
Disclaimer
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5
Building a marketing plan
Giving your communications direction
Your marketing plan is the core of how you take your product and brand and reach your intended
audience with it. The plan should involve enough detail that everyone in the business knows what
needs to be done, who needs to do it and how to measure the impact.
Pulling a marketing plan together
If you have already completed Part 1 of this toolkit you have a clear idea of the needs of your
business, the market you operate in, where you are currently, who your customers are and what
they are looking for. If not you will need to source that information in order to pull together a
marketing plan.
From this point a marketing plan is actually a fairly simple exercise which should comprise the
following:
Specific objectives: for example, retaining existing customers, increasing order sizes. Keep
these to a few clear ones that will help deliver your overall business objectives
Activity directly supporting sales e.g. customer service training, online booking facilities.
These are actions to ease a transaction once the customer has made the decision to buy.
1
2
Activity to promote your products or services & raising awareness. These are your core
communications that lay the ground for sales and follow up with existing customers.
Timetable for marketing activities. This should be based around your customers’ purchasing
cycles - i.e. when do they plan and when do they commit to a purchase.
3
4
Costs for each of the activities within the plan. This should include setting a budget and sales
forecasts.
5
Allocating roles for delivering your marketing plan. Outlining who is responsible and an
assessment of any resource implications (e.g. recruiting expertise or training)
6
Key indicators (e.g. new enquiries, conversion rates, customers won, average order value).
There should also be a clear system for measuring them.
7
All of this information can be distilled into a simple spreadsheet as shown in the example overleaf.
Hints & Tips
→ Do measure the effectiveness of all the activities in your plan
→ Do learn from experience and amend future activities in line with what measuring tells you
→ Don’t spread your efforts too thinly or make plans you can’t fulfil
→ Don’t make unrealistic assumptions and forecasts, if in doubt be conservative
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Building a marketing plan
Part 2 ~ Communicating Effectively
Sample marketing plan
Objective 1 - Increase out of season visits to the business
Activity Who Budget Indicator J F M A M J J A S O N D
Seasonal Facebook campaigns AB £400 3% Conversion rate
Twitter Advertising Campaigns AB £200 7% Conversion rate
Newsletters to existing customers CD £0 Generate 10 bookings
Refresh website for seasonality EF £200 20 winter bookings
Seasonal press releases/articles CD £0 30 winter enquiries
Google Adwords test EF £10 15 clickthru’s
Google Adwords Campaigns EF £100 200 clickthru’s
Journalist fam trips CD £600 50 enquiries
Objective 2 -
Activity Who Budget Indicator J F M A M J J A S O N D
Key:
Activity & planning Deadline for delivery
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7
Tracking and Measuring Communications
If you are putting money and resources into undertaking marketing and communications, it makes
sense to be able to see where it has worked or, equally importantly, where it hasn’t.
Try to ensure that all your marketing and communications activity includes methods of monitoring
and measuring its impact.
Hints & tips
How you will track and measure will often depend on the activity you are undertaking, however
below are some ideas and tips to consider throughout:
Building a marketing plan
→ Include a unique code on any printed
material next to your phone number for
people to give you when they call and keep
a simple tally of when the code is used
→ Use unique web addresses (URLs) to send
interested visitors or customers to. This
allows the source of visits to be easily
tracked through your website statistics
→ If relevant, set up a new phone number
for enquiries or bookings and then check
against your bill how much it is being used
→ Ask your customers and visitors for
feedback – how did they find you, what
made them choose to come? How was the
experience?
→ Only measure the things that matter to
your success. Counting the number of
tweets you send on Twitter just because
you can makes no difference to results!
→ Review results, however you track them,
regularly. This could be weekly for emails
and social media campaigns but only
quarterly for phone directory adverts.
→ Look at results holistically – a rise in phone
calls about bookings should translate into
more actual bookings in the future. If not,
where is the interest falling away?
The Milk House
The Milk House
Being aware of opportunities and building
flexibility into your marketing is key. The
Milk House in Sissinghurst gained huge
exposure from a cookery demo at the Kent
Show. The opportunity came out of the
blue but was a great way of getting their
product in front of the audience.
Find out more
Case Study
Remember - any marketing plan should not be set in stone. If your results show the need to
change then do so! A good plan should evolve as you try and test different methods.
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8
Knowing what to say...
Before you dive into buying advertising space or spending hours working on social media, it’s
important to get your basic communication messages right. That way you make every opportunity
to communicate work as hard as possible for your business.
The key ingredients of your brand (see Developing your brand in Part 1 of the Toolkit) are the
building blocks you need when talking about your business. But how do you translate the brand
into specific and persuasive marketing materials or campaigns to drive customer action?
The To Do List
This tool is key to helping you create powerful messages. The elements you need are all included
below. It’s just like following a recipe!
Building a marketing plan Building market messages
Agree key, specific objective of the communication or campaign. What do you want it to do
for you (e.g.; more customers at weekends)?
Agree the target audience(s). Who is this message specifically aimed at? Remember you
cannot and should not try and communicate with everyone!
1
2
Decide which of their needs you can meet and what you have to appeal directly to them.
(why they should listen or read...).
Include the core elements of your brand. You must convey your values and the tone of voice
but use only the parts of your core messages and evidence that make sense here .
3
4
Agree a “Call to Action”. i.e.; what you want people to do when they receive it, PLUS include a
method of contacting you either by phone, email address, website contact form, etc.
5
Choose your channel. Think about what media will be most effective for your objectives –
e.g.; if you have a lot of information to impart, consider Facebook rather than email.
6
Check what else you have created in the past. Don’t re-invent the wheel but equally make
sure the message is fresh and not a carbon copy.
7
Craft the message. Look at your responses to the above and now write the messages, select
the best images, record your video where relevant as an integral part of those messages.
8
Vital Hints & Tips
→ Once written, walk away from your copy/materials for a while. When you come back, go
through this checklist again to ensure it will result in the action you want it to with the audience
you are targeting.
→ Include a tracking mechanism so you can analyse whether your marketing is working or not.
→ Do review your results and make any necessary changes for future activity
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9
Is this opportunity right for me?
As a business it’s often hard to know which marketing or promotional opportunities to dedicate
money and efforts on, however it is vital you do focus your energies and resources on those that
will really deliver a return. This is especially true when those limited time or special offers are
thrown your way.
A simple checklist
This simple tool helps you to work out whether that great new idea or last minute special offer of
advertising space is actually worth doing or not.
The questions are divided into two sections:
1. Show stoppers
If your answers are negative in this section, the opportunity is unlikely to really work for you
2. Does it fit with what you’re trying to do?
You can make an informed decision based on your answers to these questions rather than go
with a gut feeling or be tempted by a special offer
The Show Stoppers
Show Stoppers Yes No
Is the activity going to directly support your business or marketing objectives?
Is it going to appeal/be visible to the relevant audiences/ visitors/customers
you want to reach?
Is the activity already part of your marketing plan or does it strengthen activity
that is already in the plan?
Is there budget for the activity (or can it be sensibly sourced)?
Can you actually deliver it in the time and with the resources you have?
Will it reinforce your brand (help strengthen how you are perceived with the
people that matter)?
Assessing opportunities
If you answered “no” to any of the above, DO NOT pursue
the opportunity
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Does it fit with what you’re trying to do?
The opportunity itself Yes No Impact
Does it conflict with other marketing activity being
launched or communicated at the same time?
If yes, think carefully about re-arranging as this
may impact on what you had already planned
- If yes, could either be re-arranged without
impacting on success?
If no, it is NOT recommended to pursue this
opportunity
Can you successfully follow it up or manage any
interest generated by the activity?
If no, take care as any interest you generate may
be damaged if it can’t be followed up
Can you track or measure its effectiveness?
If no you can still pursue it but avoid investing
significantly in such activity
Can you use existing materials or information?
If yes, this may reduce the overall cost. If no,
factor any design or production costs into your
assessment of likely success
Can the opportunity support other activities within
your business?
If yes you will glean greater benefit overall but
this is not mandatory
Can it reach multiple audiences without diluting the
strength of the message(s)?
Good if yes, and you can ensure the message is
not too bland or vague
Can it be recycled across other activity (e.g.; could an
article written for a local newspaper be re-cycled on
your website)?
If yes, the cost and benefits could be shared and
should factor positively into your decision.
Are there other relationship factors to consider (e.g.;
to support a partner)?
If yes ensure the other value you generate
makes the time and expense worthwhile
Do we have to do it anyway? (e.g. taking out an
advert to advise of an event cancellation.
If yes, try to minimise cost & negative impact
on other activities and try to include a positive
message as well.
Are there any hidden costs to deliver effectively?
(e.g.; agency fees, royalties for images or licenses)
If yes, find out. Hidden costs can make activity
ineffective if they outweigh the benefit you gain.
If you are happy with the impact of your answers in this group, pursue the opportunity
Part 2 ~ Communicating Effectively
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11
Is my website effective?
Your website is THE single most important communications tool you have for your business. And
it should be designed and developed as a tool, a tool to engage your customers and inspire them
to action, not a vanity project. Your website
may be working well for you, but could it be
improved?
The Checklist
This tool provides an objective assessment of
your website using some fundamental basics. It
won’t tell you if apiece of copy is right but it will
highlight the big issues/barriers that would stop
a visitor reading that copy.
Effective websites
Going digital
Structurally effective?
Does your site load within 4 seconds?
Long load times are the easiest way to put off visitors. Check your load time using tools
like Google Pagespeed or GTMetrix - they’ll even tell you what’s slowing it down!
Does your site look the same across Chrome, Firefox, Safari and Internet Explorer?
Even if you always use Chrome, your visitors might not. To check you’ll need to download
and install the browsers or alternatively use tools like Browserstack and Browsershots
Does your site work on tablets and Smartphones?
Chances are your visitors will be looking at your site on mobile. Google Pagespeed offers
an audit or emulate mobile browsers using tools like Browserstack or MobileTest.me
Is the homepage digestible within 5 seconds?
Visitors need to get the basic gist of your homepage in a quick scan. Can you grasp the
meaning and point of the site by doing so?
Does the homepage tell people what your business does above the “fold”?
The “fold” is the imaginary line where the bottom of your screen cuts off a page. Anything
critical to understanding who you are & what you do should be on that first screen.
Visually effective?
Is the text legible over the background?
It doesn’t take much to make text difficult to read. Test the contrast on your site with
tools like CheckmyColours
Have you used a sympathetic or complementary colour scheme? If in doubt follow the
60-30-10 rule which states that three colours should be used in varying degrees (60%,
30%, 10%) to create harmony. Adobe Kuler can test drive combinations for you.
Does each element on the page have clear “white space” around it? Cramped text and
other elements make information difficult to digest. Ensure there is adequate negative
spacing (it doesn’t have to be white!) around all the elements so each stands out.
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Effective websites
Do you use no more than three fonts consistently?
Using multiple fonts of varying sizes and colours will jar the reader. You have lots of
choice on fonts using tools like Google Fonts, but use them sparingly and consistently!
Does your site use high quality and recent images actually of your business?
Images help bring your website to life, poor quality or obviously out-of-date ones will
show it up. Use great images that “sell” what you do and try and avoid stock images.
Navigationally effective?
Do you have obvious and consistent navigation on every page? Navigation menus and
buttons are the spine of a website, they need to be obvious and consistent across the site.
Equally ensure the labels are clear and reflect the content they lead to.
Are all your pages less than 3 clicks from the homepage? Navigation should function
to help the user “navigate” quickly and easily. If any pages are further than 3 clicks you
should look at re-organising (unless you are offering thousands of products).
Are your links all obvious and consistent?
Links indicate where you want a visitor to click, help them do that by making them
obvious (underlined or a certain colour) and make that style consistent across the site.
Do all your links work?
Make sure to check your links regularly as broken ones can and do put visitors off. Use a
tool like W3C Linkchecker to speed things up.
Do you have a custom 404 error page? If a page on your site doesn’t exist, your visitor
will get a white “404 Not Found” error. You can easily lose them, so create a custom 404
page with links back to your homepage and a search function.
Usably effective?
No matter where you are on the site, is the next step obvious?
Clear calls to action are important on websites, even if that means providing instructions
throughout (view the rooms, read the testimonials, call us to book etc).
Do you provide options to follow, share and clear links to your social media? Users
expect to be able to interact via social media, that means not only following you but also
quickly sharing. Equally link your social media profiles clearly from your website.
Have you written concise and web friendly content?
People tend to scan websites rather than read in depth, therefore use headings, bulleted
lists, short and concise paragraphs (each conveying one idea) to break up text.
Can you find the contact information within 5 seconds? The ability for customers to
contact you is key. Make sure it’s clear, very visible and is shown consistently across all the
pages of your site. Also offer multiple methods (phone, email etc).
Is my website effective? (cont.)
If you fail any of these checks don’t worry, BUT do take steps to remedy it. Having the most
beautiful site is no excuse for making it difficult for the user to actually “use” it.
Part 2 ~ Communicating Effectively
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13
Planning the visitor journey
We do not design and build websites so they appeal to us personally, we build them as tools to
enable customers to undertake certain actions. Therefore the key point is “ what do we need to do
for them to get to their end goal?”
If you make it difficult, unwieldy or confusing they won’t get to that goal, no matter how nice it
looks or how well it ranks on Google.
Thinking from a visitor’s perspective
To think from a visitor’s perspective we need to put ourselves in their shoes and examine the
decision making journey through your website. This involves thinking at specific stages about the
information they need to make a positive decision and achieve the end goal.
N.B. You may need to plan multiple journeys if you have differing audiences or if you have a
business that does multiple things...
Effective websites
Their goals & needs
e.g. what are they looking for your website to do for them?
What knowledge might they arrive with?
e.g. what might they already know (or think they know) about your business?
1
2
Vital information they need to make a decision
e.g. price, availability, location, T’s & c’s etc
Useful information that could help
e.g. local weather, public transport information, testimonials etc
3
4
Resulting action you want to see
e.g. call us to book, email a booking form, book online
5
Les Mazures
Les Mazures
This small eco guesthouse pride
themselves on a clean and clear website.
Everything is designed specifically to get
the message across and assist visitors
to quickly find all they need to make a
booking and plan a visit.
Find out more
Case Study
Remember to keep upmost in mind what you need the website to do for you. It really is just a
tool to encourage certain behaviours in its users. Keep it focussed but do ensure you provide
everything they need to make the all-important decision!
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Effective websites
A sample visitor journey
The example visitor journey is shown here for the website of a four star quality rural B&B. Use it as
a guide to complete your own.
Stress free booking
Inspiration
Confidence of proximity to
activities
Some knowledge of location
Estimation of cost
Expectation of quality
Price
Availability
Location
Quality of facilities
Local activity info
Public transport info
Reviews
Additional services
Send a booking form
Share on social media
Outdoor Enthusiasts
Goals & needs
Knowledge they
arrive with
Vital Information
Useful
Information
Resulting Action
Audience
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15
Planning the architecture
Based on your results you can begin to map out an architecture diagram for your site. This is a
simple hierarchy diagram that folds in all the content you want to include, but should maintain the
focus on the vital elements to get them from the homepage to the point of action.
An example, based on the sample user journey, is shown below.
Effective websites
Trip Advisor
Widget
Social Media
Feeds / share
Home Page
Google
Map
Check
availability
Our
Rooms
Rates &
Availability
Getting
Here
What’s
Nearby
Reviews
Contact
Us
Additional
Services
Booking
Form
Getting
Around
Local
activities
Terms &
Conditions
Useful
Links
Homepage Top Level Navigation
Secondary pages Quick Links (on each page)
Getting Started
Start by placing your homepage on the diagram, then using the user journey as a guide, map out
the top level navigation (the pages that link from the top menu).
If you need further pages, place them within the top navigation sections (ensuring they make sense
to be aligned that way). It’s also worth considering which elements or “utilities” are vital to be
quick-linked from either the homepage or standardised one each page.
This now dictates what, how and where content needs to be structured in your website. You
should keep this somewhere handy as a reference as you build or redevelop the website.
Key:
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Writing for the web
Even if your website looks amazing it stills needs to be populated with something, that’s where
great copywriting makes the difference and keeps your website focussed, clear and enticing for your
audience.
Key tips for great copy
Effective websites
→ When people read content online they
usually scan the web pages to find
information, therefore large unbroken
blocks of text will simply not work
→ Use headings and sub headings to break
up the content and draw attention to key
points.
→ Write short paragraphs of 5 to 10 lines
maximum, ideally covering only one subject
in each.
→ Use bullet points if you have several points
to make in a paragraph. It will make it
easier to read by drawing attention to
these points.
→ Sometimes an image says it better than a
lot of written text, therefore use images to
enhance your content.
Is your copy effective?
Once you have written your copy use the following checklist to make sure it’s ready to go!
Have you written for your audience in terms of both style & content?
Have you used action verbs (e.g. discover) at the start of sentences to grab attention?
Have you written in a conversational and non-corporate manner?
Have you written clear, jargon or technical term free copy?
Have you included keywords and search relevant terms for your business?
Have you provided links to other relevant parts of your site to enhance your copy?
Have you written credible copy that accurately reflects your business?
Have you emphasised the benefits for your audience (what they get from it)?
Have you included a clear call to action?
Have you proof read it for spelling and grammar errors?
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17
Optimising for Search Engines
Creating an amazing website is fine, however we need to ensure potential customers will find it. To
do so we need to optimise how it appears so the Search Engines like Google and Bing find it easily.
Contrary to popular belief, Search Engines don’t use black magic to determine rankings, nor do they
use simple metrics like number of inbound links or focus solely on metatags.
Essentially how your site ranks can be boiled down to (in order of importance):
→ What words you have used on the website
→ What titles you have given to your pages.
→ Where the links to your website come from.
→ What words those links use to describe your
site.
→ How quickly your site loads and performs
→ Your reputation and credibility
→ How frequently your site is updated
Essential SEO tips
Much of SEO (search engine optimisation) is still predicated on finding and optimising your site
around keywords and phrases - the things users will type into search engines. You can plan and
identify your keywords by either
Once you have your keywords, make sure to check the following elements to improve your SEO:
Effective websites
Getting Spotted...
Looking at your webstats to see what people are searching for when they find you
Using Google’s free Keyword Planner or the free version of Traffic Travis
1
2
Have you completed a unique title tag for each page?
Have you included your keywords in the meta description tag?
Do you have keywords in your primary (H1) headings?
Have you mentioned keywords in your body copy?
Do you have ALT and TITLE tags on all your images?
Image courtesy of Visit Kent
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Essential SEO tips (cont.)
Effective websites
Have you checked your site’s performance on Google PageSpeed?
Have you made efforts to obtain inbound links from good trusted sites relevant to you?
Have you submitted sitemaps to Google, Bing and Yahoo?
Things to avoid
All of the above are things you can do, but here are three things you can’t or shouldn’t.
Other Resources
→ Great SEO Checklist
www.clickminded.com/seo-checklist/
→ Google Keyword Planner
https://adwords.google.com/KeywordPlanner
→ Google Webmaster Tools
http://www.google.com/webmasters/
→ Bing Webmaster Tools
http://www.bing.com/toolbox/webmaster/
Don’t keyword stuff - i.e. simply repeating your keywords out of context - it looks terrible for
your user and will be penalised by search engines.
Don’t attempt to cheat the system - Search Engine Algorithms are sophisticated and
designed to ensure relevance gets priority. They will and do penalise infringements severely.
1
2
Don’t buy SEO unless you know exactly what you need or hope to achieve. With specific
goals in mind paid support can pay dividends, otherwise it may not be that useful
3
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Social media
19
Is social media right for me?
Social media is popular with billions of people across the world and tens of millions in the UK.
People of all ages use various tools to communicate with friends and family and, most importantly
for visitor businesses, to both find out about places to go and then share their experiences of
visiting with others.
These are all great reasons to consider using social media but that doesn’t mean you have to if it
won’t work for your business. This tool will help you decide if it’s right for you
What do I need social media to do for me?
To help you get started use the tools below to think about what you really need social media for,
how you should use it strategically and how to factor it into your everyday activities.
Answer the questions as clearly and critically as you can.
What are you trying to achieve?
Who are your target audiences?
What kind of relationship do you want with
them? (transactional or deeper?)
What content do you have or can easily get
that will support your objectives?
What do your competitors or wider sector
do on social media that’s working?
Can you generate enough interesting and
relevant content for regular and ongoing
conversations? If so, what?
What kind of resources do you have? (Time
to commit and budget for advertising)
With your answers in mind, look at the different social media platforms in the following section
and pick the ones that best suit your needs.
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Choosing the right Social media tool
Once you have evaluated the need for social media within your business, you need to consider the
tools available. There are a huge number of social media tools and platforms out there but trying
to use more than a few at once is a recipe for disaster. Instead it’s best to choose the tools that
work for you and stick with them (using activity results to help decide whether to try alternatives).
Tool Chooser
The chooser below outlines the most popular tools and platforms and the ones likely to offer you
the best opportunities. Pick no more than four of the tools below that suit your needs.
Please note that this isn’t an exhaustive list and tools are changing all the time; for the most up
to date or more in-depth information, check out the tools individually.
Twitter
Who Uses it? What do they use it for?
→ Average age around 40
→ Individuals and organisations equally
→ Short conversations (140 characters only)
→ Socialising, opinion-sharing, researching
ideas, checking up on competitors, promot-
ing services, answering customer questions
→ Can use paid-for advertising
Pros Cons
→ Simple and free to use
→ Can buy low cost promotional activity
→ Can build a business and customer network
→ Open and honest forum where users give
genuine feedback and share content
→ Can update quickly from a phone or desktop
→ Great for pithy, punchy thoughts, special
offers, promoting links to Youtube etc
→ Not a place for deep engagement with your
audience
→ Have to use it frequently to gain any lasting
benefit
→ Limited sharing of pictures and video
Link: www.twitter.com
Exmoor Falconry
Exmoor Falconry
The team at Exmoor Falconry have
embraced Youtube, setting up their
own channel. They use the channel to
showcase the experiences a customer
could have, giving exclusive views of the
birds and educating potential visitors.
Find out more
Case Study
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Social media
Facebook
Who Uses it? What do they use it for?
→ Average age just under 40 but younger
adults use it far more frequently and then
predominantly via mobile
→ Organisations can set up pages and groups
but value depends on type of organisation
and what’s needed
→ Socialising mainly - emphasis on personal
communications rather than business
→ Users interact with fun brands and good
causes
→ Playing games and sharing stories, pictures
and videos with friends
Pros Cons
→ Businesses can have secure Groups for VIP
customers or other closed networks
→ Business Pages are simple to set up and give
you a presence that can be updated via mo-
bile or desktop
→ Can share interactive content like competi-
tions and other apps
→ It’s popular - there are more than 1.2 billion
users!
→ Worth to businesses as a free service dimin-
ishing as opportunities to communicate with
networks are reduced
→ Paid for advertising not as targeted as
Google
→ Becoming ever more social and perhaps less
useful to untrendy or ‘more serious’ busi-
nesses
→ Changes frequently
→ Needs new content daily
Link: www.facebook.com
Google+
Who Uses it? What do they use it for?
→ 23-35 most active users but 45-54 is fastest
growing group
→ People who like connecting their digital lives
via Google and Android phones
→ Socialising
→ Searching for things to do and places to go
→ Businesses have G+ pages to boost SEO
→ Send messages directly to people in their
‘circles’ for marketing
→ Can share photos, videos, blogs, comments,
answer customer questions
→ Paid for advertising using Google Adwords
Pros Cons
→ Lots of free add-on services like Google
Maps, Places, online video streaming and
video meetings
→ Growing and has development budgets of
Google behind it
→ Seamlessly integrates with all Android
phones
→ Boosts SEO rankings for your brand and
connected websites
→ Not as popular as Facebook in Europe (yet)
→ Not as much business presence as other
tools, but growing
Link: www.plus.google.com
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Social media
Pinterest
Who Uses it? What do they use it for?
→ Very female dominated and popularity
growing
→ Typically younger and working age adults
→ Heavy mobile users
→ Some fun and lifestyle brands (including
holiday companies)
→ Posting and sharing images which tell a
story or reflect an opinion
→ Businesses often use it to post images of
their services being enjoyed
→ Lots of sharing of content amongst users
→ Lifestyle, personal promotion, business
promotion (as long as the business is cool,
trendy or photogenic)
Pros Cons
→ Can add content simply from a mobile phone
or via a desktop
→ Engaging content will be shared across Pin-
terest users and via other social media tools
(as users can simply press one button)
→ Good if you’re a lifestyle businesses and ap-
pealing to a female audience
→ Can be used as an online image repository
→ Can be a distraction as is more about
awareness and image than driving bottom
line results
→ Content only visible to other Pinterest users
Link: www.pinterest.com
Instagram
Who Uses it? What do they use it for?
→ Most users under 30
→ VERY mobile-centric
→ More female users but not as significant as
Pinterest
→ Posting and sharing images which tell a
story or reflect an opinion
→ It’s all about sharing daily life and very so-
cial for most users
→ Social networks built independently of other
tools
Pros Cons
→ Great if your brand is young, trendy and
photogenic
→ A young target audience will share your
content as long as you recognise them and
reciprocate
→ Easy to create and share content on mobile
→ Needs to be little and often in terms of use
to be recognised
→ Instant forgetfulness so campaigns need to
keep being reposted and refreshed
→ Content only visible to other Instagram users
Link: www.instagram.com
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23
LinkedIn
Who Uses it? What do they use it for?
→ Professionals & networkers
→ Organisations who want to raise their profile
→ Research on competitors and potential in-
vestments
→ Recruitment
→ Finding partners to work with, particularly in
professional services arena
→ Finding like-minded contacts to share ideas
with, build opportunities through
→ Research on potential employees
Pros Cons
→ Lots of relevant groups to join based on
industry, geography or areas of interest
→ Great learning tool as full of experts and
useful discussions any user can join
→ Can conduct research
→ Not a consumer tool
→ Ability to contact volumes of people directly
and connect with strangers without
introductions are paid for only services
Link: www.linkedin.com
Youtube
Who Uses it? What do they use it for?
→ Almost anyone with internet access
→ Usage is interest-based so anything trendy,
funny, topical or related to celebrities gets
the greatest viewing figures
→ People use it to research topics of interest,
find instructions for doing things, learn mu-
sic, review holiday destinations in advance,
watch TV programmes and films, listen to
music and just have fun.
→ If it fits the criteria on the left, it’s likely to
be there and being shared with others...
→ Businesses use it to engage with their audi-
ences on a more human level as well as use
it as a repository for their videos
Pros Cons
→ World’s second largest search engine with
users proactively looking for content
→ Cheap and simple to create, upload and
share content
→ Businesses can showcase their experiences
→ Can embed anything you find on Youtube
(copyright applies) into your other digital
activity
→ You can generate advertising revenue if your
videos are popular
→ Difficult to predict success as what’s trendy is
nearly always a surprise to the video owners
(except Royal weddings, Olympics, celebrities
etc)
→ More technically sound tools around for
higher quality or longer films (e.g.; Vimeo)
→ You have to drive traffic to your content by
linking marketing and other social media
activity to it
Link: www.youtube.com
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Blogs
Who Uses it? What do they use it for?
→ Very popular with internet users as the
topics covered are so varied
→ Businesses successfully use them to promote
their thinking, ideas or people to make them
stand out from the competition
→ To share latest events, ideas or opinions on
relevant news
→ Encourage comments from readers to show
you are engaging with your audience
→ They can be embedded in or linked to your
website to boost online traffic
→ Giving your web visitors a reason to keep
coming back to your website
Pros Cons
→ Very low cost and simple to set up with lots
of tools available
→ Leisure and travel blogs linked to video and
image content are very popular
→ Audio and video blogs are also available but
not as popular
→ There are over a billion already so think
about whether you can make yours different
and interesting enough for people to read
→ It takes time to develop a following
→ You should blog at least once a week for
maximum impact
Link: http://en.wikipedia.org/wiki/Blog
TripAdvisor
Who Uses it? What do they use it for?
→ Tech-aware adults, many via mobile devices,
looking for things to do, places to go and
experiences to enjoy
→ Businesses in the leisure, holiday and
accommodation sectors
→ For businesses:
- to reach the large, relevant TripAdvisor
audience
- to showcase what they have to offer and
encourage bookings / custom directly
- to encourage customers to leave a review
which acts as a testimonial that others
will read
→ Individuals to look for things to do etc PLUS
what other people like them think of what’s
on offer
Pros Cons
→ Good reviews generate more business
→ The tool is simple to use
→ Your business may already be there and be-
ing reviewed so you might not be starting
from scratch
→ Popular with travellers and reviews taken
seriously by users who act accordingly
→ TA provides several tools to help you get
your customers to leave reviews
→ Rarely, spurious reviews might leave a busi-
ness temporarily exposed to false ratings
→ You need to manage the account to get the
best impact: about £400 per year and at
least looking at your page a few times a
week to monitor activity
→ You need to encourage people to leave re-
views (but this isn’t hard)
Link: www.tripadvisor.co.uk/
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25
Know the ground rules
Social media can be a vast subject, with different tools and platforms having their own rules and
suggested ways of approaching them. However, summarised below are some specific hints and tips
that apply across every type of social media. Familiarise yourself with them before diving in...
Social media do’s
→ Listen first, then talk. You have to
give more than you take in terms of
information. This means sharing, answering
questions or contributing to discussions
2-3 times more often than you promote
yourself
→ Post questions, provide answers, be
relevant. Questions are a great way to
engage as everyone has an opinion that
you can then share with others if it’s
relevant and promotes your business
→ Promote and support others (pay it
forward). Businesses that use social media
need to appear relatively selfless if you
want to then promote an offer later on.
→ Respect the audience and be professional.
Think about your tone of voice and brand
values at all times and use them to
underpin how you communicate
→ Thank people for talking with you /
contributing. Recognition and public
acknowledgement of help or just an idea
are great ways to build loyalty and raise
your own brand credibility
→ Write for a U-certificate. No ‘adult’
language and no heavy intellectual or
industry-specific in-jokes and comments
(unless 100% relevant to your target
audience)
→ Develop a high-quality following. Don’t
buy followers or networks; it’s better to
grow a smaller following that wants to
hear what you have to say
→ Link the platforms together wherever
possible. None of the tools work best in
isolation. Coordinate your activity across
the tools you use (some can be linked
automatically)
→ Look for content from what you’re already
doing - recycle! Newspapers and websites
you read or e-newsletters you receive all
contain relevant content you can share.
Answer questions from others on social
media that are relevant to your business,
your activities or your place
→ Keep it up! Social media is a medium-term
tool. It takes time to build a network that
respects you and will respond to what you
have to say. If you can’t devote at least
3 hours per week, concentrate on your
website and email marketing instead.
Audley End
Social media isn’t just about breaking
news. The team at Audley End employ
social media to give visitors an insight into
all the different aspects of running the
property, engaging them in the stories and
roles of all those who work on its upkeep,
including Robbie the horse!
Find out more
Case Study
Audley End
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Social media don’ts
→ Discuss specific business arrangements or
opportunities. Social media is not 100%
secure and it’s easy to mix up the public
and private options, so keep negotiations
and other sensitive information elsewhere
→ Assume responsibility for third-party
content. Taking credit for others’ work
is frowned upon and may be illegal.
Acknowledge others’ contributions if you
want to use them
→ Over-moderate. Not everyone will agree
with you all the time and this is OK. Resist
the temptation to delete or argue with
every negative comment as doing so makes
you look unreasonable
→ Ignore negative feedback or comments.
Take three steps to turn negative comments
to your advantage:
- Thank the commenter for their feedback
- Say what you’re going to do about it
- Invite them back to experience the
improvements (often with an incentive
like two meals for the price of one)
→ Forget why you’re using social media.
Social media is not an end in itself, you’re
using it to achieve your objectives so don’t
get distracted. Set out a content plan that
you can stick to
→ Use jargon. This often comes across as
condescending and seldom engages non-
expert audiences
→ Try to be everywhere all at once. Focus on
the tools that are most used by your target
audience and that help you meet your
objectives. No more
→ Get scared by updates and changes –
explore them! Social media tools change
frequently but there are always lots of
Youtube videos and help forums online
that explain what these changes mean.
Google the changes or your questions and
you’re bound to find some help
→ Forget to check your accounts regularly. If
people ask questions, you should answer
promptly (doesn’t have to be instantly)
especially if they are customers
→ Mix up personal and organisation accounts.
You wear two hats on social media -
your organisation and you personally.
Remember the tone of voice and values of
your organisation and stick to those when
communicating as the business
→ Avoid engaging in very controversial or
divisive topics as you will likely alienate a
portion of your audience.
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27
Do you need an e-newsletter?
Email updates or newsletters are for directly marketing a commercial message to a bulk number of
recipients from either a bought list or a current customer database. It works very effectively either
as follow-up after a visit or to alert existing customers of offers, changes and new enticements to
come back.
However, they might not be the right tool for your business. As ever you need to analyse what you
are trying to achieve, what you want to communicate, your resources and, importantly who your
recipients are.
A quick test...
Use these questions to help decide if you need to expend the time and effort to create one:
If you answered yes to any of these questions AND the statement is important to you, consider
creating a regular e-update or newsletter to share your relevant content with your audience.
Question Yes No
Do you need to offer sneak previews of products or services to customers or
contacts?
Will your contacts care if you send them an update on what’s happening with
your business or in your area?
Are there seasonal or other key changes in what you offer that would be of
interest to others?
Are your customers and target audiences online and does this help you?
Do you have an email contact list for your business that you could use to
generate more opportunities?
Do you have a website you’re proud to send traffic to in order to find out more
information about your business?
Can you set aside the time to create at least quarterly, quality updates, track
results and make improvements?
Would you like the ability to test your email messages and track which works
best for you?
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28
How do I send an e-newsletter?
There is nothing stopping you from sending email directly from your own account to your customers.
However if you are trying to send a mass mailing you will likely hit some issues. Standard email
will have a limit on the number of sends; equally you may find messages landing in spam folders
rather than inboxes.
However there are dozens of dedicated free and paid for tools to choose from so you need to do a
little legwork to see which suits your needs best.
Which e-newsletter tools to use?
Before making your decision, complete this checklist to help identify the key criteria and features
which are going to be important to you.
Criteria Yes No
Do you have more than 500 email contacts already?
Do you have permission to use them for an email update?
Do you want to be able to add emails to your contact lists automatically?
Do you need your contact lists managed automatically e.g. by removing
duplicates or ring-fencing and protecting people who unsubscribe?
Do you want to be able to include a sign-up form on your website that links
directly to your email provider?
Do you need example email templates to get going?
Do you want to send more than 5 updates every month?
Do you have budget to invest in your e-newsletter?
Do you want to see detailed, automated results after every campaign?
Now, with those features in mind, check out the popular tools to find the package that suits you:
→ Constant Contact
→ Mailchimp
→ iContact
→ hubspot
→ or browse other options via smallbiztrends.
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Building your e-newsletter
Having the right tool won’t instantly make your e-newsletter effective: rather you’ll need to focus
on what goes into it to make it really hit home.
The Basics
Email newsletters & updates
Clarify your newsletter’s goal. Before writing a word, make sure you’re clear on the
newsletter’s purpose. Is it to help you generate leads? Get more email contacts? Send traffic
to your website? Try to pick one specifically and don’t do too much with one newsletter.
Gather your content. If you’re sending regular newsletters, plan a content calendar so you
know in advance what you need to find rather than waiting for the day it’s due. To make
things easier, try to theme each issue to help you focus on what to look for.
1
2
Plan your design. Make sure you’ve got an idea of how your newsletter will look before
writing copy. That way you’ll know exactly how much space you have to work with. Your
template doesn’t have to be flashy, rather it just needs to be easy for your recipients to read,
scan, and click the elements you want them to. These days, it has to be mobile friendly too.
3
Look at the available templates. If you’re not an experienced designer, don’t be afraid to use
one of the in-built templates in many of the major tools; they will be ready-optimised. Pick
a design that reflects your brand and is easily recognisable as yours for your readers.
4
Writing your content
The crux of any e-update is the content. Here are some useful tips to ensure yours is fit for purpose:
A compelling
subject line
→ Use action language like “don’t miss out on...” or “enjoy a beer on us...”
→ Personalise to the segment you’re talking to; if you have different audiences
with different interests, try targeted subject lines
→ Be punchy and succinct first, then worry about being catchy
→ Align the subject line to the main content – they have to work together
Great Content
→ Be relevant to your audience’s needs and yours: e.g. if the recipients are all
customers, make that clear as the reason they’re getting this special email
→ Talk in the second person – more “you” and “your”, less “we” or “I” to focus on
your readers
→ Talk about the benefits your services bring, not the features, and back this up
in the images you use, too
→ Be brief. Don’t dumb down or patronise your readers but don’t waste their
time with pages and pages of copy
→ Use personalisation tokens from your email tool (like the ability to insert
the recipient’s name or organisation automatically) but not too much... it’s
creepy otherwise
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Email newsletters & updates
Part 2 ~ Communicating Effectively
Writing your content (cont.)
Impactful
images
→ Most email templates enable you to use images which can really bring your
newsletter to life but they’re not mandatory.
→ Use the guidelines within your template to get the right sizes
→ Make sure they reflect the theme and support your objectives: e.g. if you’re
trying to attract families, use images of families having a great time with you
→ Make sure you have permission to use them
Clear CTA (call
to action)
→ Every newsletter must include numerous calls to action, even if it is the same
one repeated several times.
→ It needs to be relevant to the topic and useful to the audience: e.g. click
for more information on an event, request a call back, go straight to a VIP
booking page
Preflight...
Even with the perfect email crafted there are a few final steps before you hit send and these can
make or break all the work you have done so far...
Test different browsers and email providers. Most of the email tools available enable you
to test your e-updates before sending them. Send them to different email providers and
browsers (including mobile) to make sure it looks like it should and that all the links work.
Time when you send your newsletter. Try and send your email when you know your audience
will be likely to receive it, or schedule it to be sent at a specific time. If you don’t know, just
apply some common sense and use the analytics reports to schedule the next round.
1
2
Use the results. After a few days and over at least a few weeks, look at the analytics reports
in your email tool to follow open rates, clicks, social media shares etc. See what’s working or
not and change for the next time. You can even see who has clicked or taken an action and
get in touch with them directly to see what it was they liked.
3
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Data Protection and building contact lists
Email marketing is dependent on having a list of people to contact. However there are some specific
factors you need to consider in building those lists.
Tips on growing your contact lists
There are lots of ways to grow your newsletter contact lists but the most effective depend on you
providing relevant and compelling content over time (just follow the above tips) to ensure people
want to keep receiving your updates. Other tactics you can use include:
Email newsletters & updates
→ Include an e-newsletter sign-up widget on
your website which links straight to your
email tool
→ Include a sign-up link (to the email tool) in
your general email footer
→ Ask your customers or visitors to go to your
website and sign up
→ Include links to previous newsletters in your
social media activity and ask people to sign
up if they like what they see
→ Include sign up widgets within your
Facebook or other social media pages
Emailing & Data Protection
E-newsletters and updates are electronic communications which are delivered straight into
someone’s inbox. As such the contact details you use and how you use them are governed by law,
depending on where you’re sending those messages from and to.
In the UK - The Privacy and Electronic Communications (EC Directive) Regulations which are
managed by the Information Commissioner’s Office. Or in the EU - Regulations on electronic
communications and privacy which are managed by The Contact Network of Spam Enforcement
Authorities (CNSA).
If you are based in the UK or wider EU, you must make reasonable efforts to ensure the security of
any contact details you keep and officially you should only contact people whose permission you
have to do so.
In summary, focus on these key points:
→ Do include your valid physical postal
address in every email you send out.
→ Do provide a clear and obvious way to
opt out of every email you send out, and
honour the unsubscribe within 10 days.
→ Do use clear “From,” “To,” and “Reply to”
language that accurately reflects who you
are. This applies to the person or business
sending the message, as well as the
domain name and email address.
→ Don’t sell or transfer any email addresses
to another list.
→ Don’t make it hard to unsubscribe from
emails.
→ Don’t use deceptive subject lines in your
emails that misrepresent the contents of
your message.
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Public RelationsEmail newsletters & updates
Planning PR
Effective PR works alongside other communications. Your activity must directly support your
objectives, be planned in advance to give you the best chance of getting the right messages across
and be easy for the media to use.
Step-by-step Planner
Set out the objectives your PR must achieve. These MUST BE aligned with your business
objectives: e.g. are you launching a new service to attract a certain type of visitor or covering
an event that has already happened? If so, your PR activities must focus solely on the
associated audiences, testimonials, examples etc
Create a timing plan. This lets you see where, when and how PR will be coordinated with your
other communications. This is crucial to giving yourself enough time to create a campaign
and also to helping you coordinate so as not to bombard your audiences. Use a simple
spreadsheet to keep track.
1
2
Build case studies / testimonials continually. That way you can always provide evidence of
the great experiences you offer, linked to the PR stories you want to tell. These are most
powerful when accompanied by images, quotes and even video.
3
Target the right people. Research the media titles, editors, journalists and influential bloggers
who will be interested and build a contact list (spreadsheet) where you can track contact
details and notes of interests, date of contact and next actions.
www.newspapersoc.org.uk/ is a great place to start.
Create a timing plan. This lets you see where, when and how PR will be coordinated with your
other communications. This is crucial to giving yourself enough time to create a campaign
and also to helping you coordinate so as not to bombard your audiences. Use a simple
spreadsheet to keep track.
4
5
Think about how you will distribute your releases. There are several options: each has
advantages, depending on your budgets, timescales and the relationships you’ve already built
up with media contacts, e.g.:
→ Directly via email to your contacts with another email to follow up and a phone call
→ Via newswire services like www.prnewswire.co.uk (see tips below)
→ To influential bloggers by commenting on their other articles
→ If you use social media find a number of influencers who could share your message
6
Brief spokespeople. And make sure they are available for comment when needed
Track & measure. Use online tools like Google alerts and get physical copies of coverage to
track where and how your story was covered and use this coverage in follow-up or future
marketing.
7
8
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Public Relations
Useful PR tips
Once your plan is complete, think about these helpful tips...
Overall Approach
→ Be newsworthy – your message must have
a relevant interest for the media channels
you’re targeting and the audiences they
serve. It must also have an angle for the
editors and journalists, e.g. something
new, a human interest, local significance
→ Focus on your message. People often leave
their message out of their news releases!
Avoid jargon, buzzwords and phrases only
you understand
→ Write in a journalistic tone, not in a
marketing style.
Know your reader
→ Do you need to target specific editors or
journalists because either their medium
reaches the audiences you want or they
have a particular interest in your topic? If
so, a little Google research will help you
→ Don’t forget local and regional media –
they are often understaffed and are more
likely to pick up content with an interesting
local angle
→ Consider paying for ‘newswire services’
like www.prnewswire.co.uk or using free
alternatives to distribute your releases
automatically (more useful if you need to
reach a wider audience)
Structure
→ The headline is the vital first thing an
editor sees so make it grab attention
→ Get the headline on one line and make it
as tantalising as possible. Many recipients
view releases over newswires and choose
them by headline alone
→ Include your contact name, dateline, web
site URL and phone number
→ Always include standard information about
your organisation in the last paragraph
(often called a boilerplate). The headline
for this section should be “About (insert
your company’s name here).”
Content & Style
→ Get to the point quickly and back it up with
quotes and evidence
→ Use proper grammar and punctuation.
Check for typos thoroughly!
→ If you include subjective, sensitive or
controversial content make sure it is
properly credited or attributed.
→ Write in the third person. Do not use
pronouns such as I, we, us, our, your, etc.
except in direct quotes.
→ Include images or video links to make a
story more powerful. Make sure you have
permissions to use all materials.
→ Length – be concise and aim for two pages
or less. Use bullet points sparingly as
journalists like to use ready-to-go text
→ Check the final draft, and double-check
phone numbers and website URLs
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Public Relations
Part 2 ~ Communicating Effectively
News release template
Headline
Right at the top; tells readers what it’s about and why they’ll care.
Sub-head / lead paragraph
Entices the reader to carry on by expanding on the main headline
Dateline
The date of the story and the place it refers to.
Call to action
Most readers won’t get to the end so insert your call to action link
for the public after the first or second paragraph. Limit the use of
links in your release so focus is on your call to action.
Second paragraph(s)
This is where you tell us the essence of your story. You can have
more than one paragraph but try to be succinct. Use bold headings
and bullets (sparingly) to add readability.
Quotes
Journalists like quotes as they make for more interesting articles
and help them not need to research further. Quote someone who’s
relevant to the story and prepared to talk with the media.
Background information
Now you can fill in the detail of your story. You need things that
make your story credible but don’t bombard the reader with facts!
Boilerplate
Establish your credentials and give journalists the ‘about-the-
organisation’ details they need for the story.
Media contact info
Relevant contact details if the journalists want to get in touch.
Feature release Template
Headlines
Write a two-line headline that tells the story. This will be all
editors will have to go on to decide whether they consider it for
publication or broadcast. If it reads like an advert, it won’t get
used.
First paragraph
Expand upon headline in around 30 words. Keep all your
paragraphs short, using simple sentences and without digressing.
Second paragraph
Back up your story with supporting information; identify who is
telling the story and add the call to action details if relevant, along
with your web address and a hyperlink
Third paragraph
Use a ‘human’ or compelling quote from a spokesperson you want
interviewed or who can lend authority to the story.
Fourth paragraph
Transition into details and explain how the service or experience
works, or you can provide tips and advice targeted for the audience.
Fifth paragraph
Support the story with a third-party endorsement or a quote and a
fact or statistic to demonstrate the importance of the story.
Last paragraph
Tell the audience how to experience or buy what you’ve been
talking about. Repeat the call to action information.
Editors’ notes
Include any other information editors might want, e.g. photos,
videos, reviews etc.
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Public Relations
Creating a press pack
A press or media pack can be useful if you need to provide editors, journalists or other influencers
such as bloggers with some useful and relevant information on your business, what you do, your
place and why people should be interested in you.
Packs can be sent directly to your targeted media contacts; they can be electronic or paper-based
and they should ALWAYS include an obvious call to action for the recipient.
What’s in the pack?
PR packs are not compulsory but if you do decide to create one, use the checklist below to make
sure it’s packed right:
An introduction – this can be a letter, a flyer or just a big statement that outlines why
the recipient should be reading your pack now!
Some brief information on your organisation, defined in terms of the benefits you provide
to your customers.
The hook for the story you hope they will write – this should be linked to your objectives
but not too specific (e.g. only useful at Christmas time)
Add testimonials where it supports the story. Remember it is information and a story, so
do not be overtly salesy or promotional
A copy of the related press release
An example or two of previous, relevant media coverage if you have any
Relevant photos or video links that can be used by the media
Information about your place if it adds to your story e.g. how being part of a recognised
special-interest landscape might make your offer even more appealing
When you give them out, follow up diligently and several times to make sure they have
everything needed to tell your story.
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Public Relations Print
Using print effectively
Given the costly nature of printed material and the difficulty in getting it in front of your prime
customers, each and every publication needs to work as hard as possible for your business.
Hints & Tips
Don’t try and create a catch-all publication. Instead ensure each and every piece of print has
a specific purpose and objective. This should dictate not only the content but also the format,
size of print run and distribution plan. Shorter print runs of tailored publications for specific
purposes are better than one big one trying to do everything.
1
2
Who is it for? Try and ensure every publication is targeted to the audience specifically,
considering style, content, tone of voice, imagery used, etc
3
Make sure the size fits. It’s tempting to be different and clever, however if you want others to
stock your publication, make it easy by conforming to standard racking sizes - A4/A5 or DL
Every publication needs a clear call to action. An obvious next step the reader will take once
they have digested it. Whether that’s to call you or visit the website, make it clear!
4
5
Ensure any publication is designed to compete with other publications it may sit alongside.
Employing a designer for small jobs is usually not expensive and will pay dividends.
6
Make certain the final files are of print quality. That generally means 300 dpi images set to
CMYK colour space, files provided as distilled .pdfs and supplied with bleed and trim marks.
Sustainability. When choosing print stock do consider sustainable options like FSC-approved
or recycled stock and vegetable-based inks.
7
The Angles Way
Image courtesy of Norfolk County Council
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37
Print
Pre-press checklist
Each and every publication will be different. However, there are some basic rules and criteria you
should check each against before you actually go to print.
Does the design match or reinforce your overall brand? Everything you produce should do
this regardless of the medium; look at colour scheme, fonts and tone of voice.
Will the top third of the front page grab attention from a leaflet rack? If it is racked
alongside others this is likely the only area that will be seen.
Are the calls to action obvious and visible on every page/side? You can’t predict how
someone will read the publication so make the CTAs visible everywhere.
Have you planned a method of tracking & measuring when people respond?
Given the cost, all printed publications need to be monitored for effectiveness
Have you checked differing print suppliers for best price/quality?
Prices and quality can vary hugely, so shop around (but don’t neglect a local option).
Planning distribution
The golden rule is to plan distribution early, before content is written or design considered.
Distribution companies can save you a lot of effort and access places you cannot reach alone.
However, the more information you can give them, the more likely the service will be effective, so
it’s worth following the same planning process regardless.
Step 1 - Publication profile
Identify and note down for yourself the key fundamentals of the publication.
What is the publication designed to do?
e.g. raise awareness, promote a specific service
Where in the visitor journey will it be read?
e.g. unaware, pre-visit, in-situ, post visit
What resources do you have to distribute it?
e.g. budget, time/staff resources etc
What are the time constraints on distribution?
e.g. shelf life, offer period, seasonality etc
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Print
Part 2 ~ Communicating Effectively
Step 2 - Identifying locations
The next step is to map out the potential places that your target customers will be exposed to
publications. Consider each phase and draw up a list of potential distribution venues in each.
Location Who you will reach Places to consider
To their doorstep
Previous visitors, targeted
audiences based on postcode data
or interest group.
Direct mail, door drops, inserts
within other publications.
At your business
Existing visitors, local users, staff
and suppliers.
Point of sale, waiting areas, in
bedrooms, on tables, dedicated
information boards.
Within your local area
As above + visitors to other
businesses in area, specialist trip
shoppers, passing trade, event
goers, casual walkers/cyclists.
Local information centres,
businesses with complementary
offers, at local events, local
information boards, public buildings
e.g. library, transport hubs.
Larger attractions
As above + visitors to nearby
destinations, day visitors from
nearby urban centres, staying
visitors in the region, group visitors,
international visitors, special
interest groups.
Point of sale, visitor centres,
information points, on-site shops,
transport hubs, events.
Further afield
As above + larger unaware
population.
Target specifically to places you
know your audience will be.
Step 3 - Allocating distribution
Allocation is determined by the nature of your publication and your target audiences. Look critically
back at the publication profile and then compare it to your master list of venues in each phase.
Decide where your audiences are most likely to be encountered and distribute your stock accordingly.
It is always worth maintaining a small amount in reserve for use at events, in response to enquiries
or to do emergency top ups if required.
Step 4 - Tracking distribution
It’s vital you keep track of your stock. The easiest method is with a simple spreadsheet, ensuring
that all units of stock are accounted for no matter how small the quantities.
Make sure you match this information up with data collection on responses, that way you can:
→ Determine the success of various points of distribution for future activity
→ Gauge the size and scope for future print runs
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39
Word of Mouth
Pool House, Woolavington
The team at Pool House really strive to
gain testimonials and recommendations,
placing them front and centre on their
website & marketing. They recognise that
personal experience is a key driver for the
boutique customer they are looking for.
Find out more
Case Study
Pool House
Making WoM work for you...
Word of Mouth has always been a useful source of business. Customers always warm to personal
recommendations or independent reviews and social media in particular has turbocharged these
activities.
People will always talk about products and services they experience, you can’t stop that but you
can steer the conversation so it’s useful to your business. Use the following tips to get your WoM
working:
→ Get the experience right. Give your
customers something nice and useful to
say about you. Research has shown that
over 75% of people would like to say
something nice about a visitor business if
they could!
→ Make sure your customer service is top
quality. Poor response times, miserable
staff and low quality food can and will
sour the experience of even the most
luxurious and value-for-money hotel.
→ Make it easy for customers to leave and
share feedback. Create profiles on review
tools like TripAdvisor and promote around
your venue that visitors can read reviews
and leave feedback on these tools.
→ It’s OK to ask directly for feedback and even
recommendations when your visitors have
had a great experience. Why not include a
request on receipts or menus? And at least
ask when saying goodbye.
→ Offer incentives. It’s a good idea to
incentivise feedback and recommendations
where appropriate. e.g., if you’re a
restaurant, offer regular customers their
meal for free when they bring several other
people to eat with them.
→ Use the feedback in your marketing. Every
positive comment you receive is a valuable
marketing tool that you should share on
your website, literature, social media ,
blogs etc.
→ Enter awards and competitions
Just another form of independent
recommendation. When you win or your
business is formally recognised by a
relevant body, share it proactively in your
communications.
→ Turn negatives into positives. Thank the
contributor for their comment, share what
you’re doing to rectify the situation, invite
them back to experience the improved
service. And do this publicly on the same
channel the ‘complaint’ arrived through.
Other users will see your approach and
respect you for it.
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Word of Mouth
Biddenden Vineyard
Biddenden offer free tours twice a week
including; small tastings, as a result,
90% of visitors buy wine or other local
produce from their shop. The team focus
their marketing on putting the product in
the customer’s hand, tasting events and
shows are key to their marketing.
Find out more
Case Study
Biddenden Vineyard
Experiential Marketing
Leveraging emotions & senses
Experiential marketing focuses on communicating the experience that your product or service offers
to people in an emotional and sensory way. It is hugely powerful because triggering human senses
creates strong memories that can then be leveraged for recommendations, or to drive new custom
from the outset.
Capture the experience you
offer
→ Words cannot convey the concept of a customer having an
awesome time at your businesses as quickly and simply as a
natural photo or video of happy visitors.
→ Children’s laughter is hugely emotive and, if a genuine reflection
of the experience, is a very attractive marketing tool for other
families
→ Encourage your customers to share their pictures with you and
ask for permission to use them
Create structured
experiences
→ Even simple walking or cycling trails can bring to life a
landscape for visitors
→ Guided tours and specialist versions like ghost walks, where
local stories can be shared, are very powerful in terms of
creating positive memories
Host experiential events
→ Taste events with other local businesses or simple tasting
evenings run by you
→ Learning sessions like taster painting classes
→ Offer the means for visitors to try and create aspects of your
experiences themselves e.g.; recipes
Use Technology
→ Geo-mapping tools like TagWhat can enable digital universes to
be created that use smartphone technology to bring your place
to life for users
→ You can also geo-tag images in Flickr - useful for placing
old photos of a current place or highlighting places to watch
wildlife etc.
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FAQs
1. How do I set a marketing budget?
The amount you spend on your marketing should be based on how much a customer is “worth” to
you over time. To make the calculation you need to:
→ Know how long an average customer stays with your business, is it a single visit, or does it
generate repeat visits?
→ Know the average profit they provide to your business during that period
→ Take your usual margin away from this value
This essentially provides you with the amount you can afford to spend on recruiting and retaining
any one customer and a useful yardstick to know when you have over-invested in marketing.
2. How do I determine marketing objectives?
Marketing objectives are short term goals that help deliver the objectives and ultimately the
vision in your business plan. Start from there by reviewing the Business Plan Tool in Part 1 of this
Toolkit. Once you are clear on your goals ask yourself; what do I say, to who, when and how in
order to reach those goals. These are your marketing objectives e.g. create and send a quarterly
e-newsletter to my existing customers to increase repeat business by 20% out of main season.
3. How do I manage negative comments on TripAdvisor?
Firstly, don’t shy away from them, any comment means a customer has dedicated time to helping
you assess your performance, good or bad they both help you. Next, thank the customer publically
on TA for doing so and state your intention to investigate. Then do so, both at your end but perhaps
also reach out to the customer and ask for an offline discussion. If there is a change or improvement
that needs to be made, do so, tell the customer and share the results of the changes on TripAdvisor.
Use this as an opportunity to invite the original customer back or for others to come and see the
improved experience you offer for themselves.
4. How can I become a host for travel journalists?
Firstly, compile a press pack with all the information a journalist would need on your business; this
is your key collateral to attract them. Secondly, do your research and target relevant journalists
specifically and personally. Thirdly, have a hook or a story to tell beyond just your business;
something new you offer or a special event. Finally, give them the experience when they come, that
means wining and dining, chauffeuring, whatever it takes to really show off your business and local
area. Make sure you get copies of all coverage and share it as part of your marketing.
5. What sort of budget should I allocate to an e-newsletter?
Use the E-newsletter tool chooser Tool to identify the key criteria and features you require.
Secondly, see the FAQ above on “How do I set a marketing budget”. With those answers in mind
review the most popular tools (such as Mailchimp or Constant Contact). In general you should be
able to send low-volume e-newsletters for minimal (or zero) cost providing you have not purchased
a list of recipients and stay within the tool’s terms of use.
FAQs
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FAQs
6. Is Facebook advertising worth it?
If you have very defined goals, are certain your target audience is on Facebook, and have a short-
term objective, it might be worth testing for your business. However make sure you are monitoring it
regularly and looking for bottom-line benefits (not just increased likes) to your business before you
commit to anything further.
7. How do you track usage of a printed communication?
The simplest method is to include a code or redeemable offer specific to the communication, that
way you will know exactly how many business referrals it generated. You can also look to track
activity by using a unique webpage URL only displayed on the publication (then reviewing your
webstats) or using a trackable QR code (see http://beqrious.com). Finally you can always ask your
customers “where did they find out about you?”
8. What can Google do for me as a business?
Given its dominance as a search tool, there are several services Google offers that can specifically
help you. For starters having a business page on Google+ (Google’s own social media network) will
help boost your SEO as Google search rates social content highly. Secondly using the tools in Google
My Business will help you show up on Google Maps, Search and Google+ based on location and
relevance. Google also offers additional tools to improve your website like Analytics, Webmaster
Tools and the Keyword Planner.
9. Do I need to employ a designer?
Unless you have the skills yourself then yes, you do need a designer. You need to be able to compete
effectively anywhere your communications or marketing materials are displayed, making a small
investment in getting the look and feel right will pay dividends.
10. Should I pay for Search Engine Optimisation (SEO)?
Unless you have very defined goals you should not pay for SEO. If you know, specifically, what
you want to achieve, can find a recommended SEO provider and have planned a time frame and
results driven plan then it can make a big difference. Before leaping into paid SEO, we’d recommend
working through the Optimising for Search Engines tool.
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Rural Tourism
Business
Toolkit
Rural Tourism
Business
Toolkit
About this toolkit
This .pdf is the second part of a fully featured resource packed full with useful
information and advice for new and existing rural tourism businesses.
This toolkit has been created as part of the COOL Tourism Project by the COOL
Partnership and tourism development charity Hidden Britain.
The project is being delivered with the support of the European cross-border co-
operation Programme INTERREG IV A, France (Channel) – England, co-funded by the
European Regional Development Fund.
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