Marketing isn’t a one-size-fits-all solution. There are many things you can do to optimize your marketing efforts.

So, if your first attempt doesn’t work, try another marketing tactic until something clicks.

Here are a few suggestions to get you started:

1. Passive Marketing

Passive marketing is an online website, blog, or social media channel that doesn’t actively seek out customers. There are good and bad ways to implement this type of marketing, however.

For example, Safeway’s website and app are a bad example of passive marketing. Both are painful to use, intuitive, and clunky. The website isn’t optimized for mobile, and the app has hundreds of 1-star reviews.

The whole digital experience with Safeway is off-putting. Learn from its mistakes or pay the price in low sales, low click-through rates and low customer loyalty.

On the other hand, Expedia is winning the passive marketing war. Its website is mobile-optimized and its app is simple and sleek.

More importantly, it is useful and enhances the traveling experience for its users by using geo-targeting, which is the process of having users share their real-time location through their iPhone’s GPS capability and then using that data to personalize their mobile web experience.

Geo-targeting builds your customer base as they will appreciate the personalized services they receive through their smartphones.

2. Active Marketing

A study by Salesforce claims that 91 percent of American consumers check or send an email at least once a day and that a majority of mobile users delete emails that aren’t mobile optimized.

The tip here: Optimize all of your online efforts for mobile usage. After you’ve done that, start a newsletter you can email to your customers regularly.

Newsletters are great marketing tools for the hospitality and travel industries. Include tips, latest happenings and exclusive deals to keep your click rates high.

Companies that get this right see higher customer retention and participation rates, according to a study published in African Journal of Business Management.

3. Variable Data Mailing

Some might tell you that direct mail is dead. But, according to Print Is Big, direct mail has a high return on investment, as much as 1,300 percent. It can still be a great way to reach your customers no matter what industry you are in.

Variable data mailing is a step up from direct mail since you are sending personalized mailers to your target audience rather than mail that is simply addressed to the homeowner.

Assuming you already have marketing collateral designed, variable data mailing is an easy campaign to pull off.

You merely buy a mailing list or use an existing list from data you have collected and then farm out your mailing to a printer who has variable data printing capabilities. Your personalized marketing collateral will then land in the right mailboxes.

4. Sponsorship

Sponsoring local events connects companies with their communities and gets their message in front of large crowds of active consumers.

Again, your local printer should be able to get you the marketing collateral and advertising you need to make the event successful.


What other types of marketing have enhanced your business?