Stimulation, planning and anticipation
If a picture paints a thousand words, you monitor its effectiveness. It can also
make sure your pictures paint the right be relatively expensive. Marketing and
words. If you don’t have great PR needn’t cost as much, but you will
photographic skills Visit London recently have to be creative if you want your
launched www.visitlondonimages.com, messages to stand out.
an online photographic library of over
1,200 quality pictures ranging from Contact local newspapers and other
historic landmarks to contemporary publications that could be interested in
images. Businesses that have joined Visit your business and keep them informed
London as a partner can access most of of developments, awards and any new
the pictures free of charge. Other tourism facilities. Don’t bombard journalists with
businesses can access 150 free images unnecessary or excessive information.
from their Travel Trade Gallery. Keep to the facts. An editorial story is six
times more valuable than an advert.
i
Know how to get noticed However, because editorial is free
Marketing, advertising and public promotion, you will have no control on
relations (PR) get you noticed in a how your story will be covered.
crowded marketplace. It helps if you have
a marketing plan that includes the If you have a website, you need to track
messages you want to communicate, how customers are finding it and whether
how you intend to communicate them, you are getting bookings from the first page
your budget and how you will monitor the views. These basic statistics are invaluable.
effectiveness of each activity you plan. They show you what is and isn’t working,
so that you can make changes and
Advertising can be effective but only if it improve the site and your results.
reaches your target customer and only if
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