the blacksmiths house
DESCRIPTION
Blacksmiths House B&B had some elements of on-line marketing linked to their website, which were not being used. It was apparent that the basics were in place Twitter, Facebook Google Analytics all linked to the website. However, there was not enough time/money or capacity, to benefit the business, employing someone to use social media. An existing face to face offer was used as a focus for an email to existing customers, using Mail Chimp and this provided the student with the necessary data to complete her assignment.TRANSCRIPT
DIGITAL DESTINATIONS
Dr Philip Alford Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest www.slideshare.net/DigitalHub
@schooloftourism | @philipalford
#DDBU
Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University,
with an overarching aim to:
‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy.
Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and
develop new products and services that will provide an enhanced experience for visitors to their destinations’
The businesses benefited from 4 workshops which covered: Background to on line marketing
Individual Business objectives
Developing the strategy
Measuring impact
Reporting outcomes via case studies
All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
The following presentation is the case study provided by Blacksmiths House B&B had some elements of on-line marketing linked to their website, which were not being used. It was apparent that the basics were in place Twitter, Facebook Google Analytics all linked to the website. However, there was not enough time/money or capacity, to benefit the business, employing someone to use social media. An existing face to face offer was used as a focus for an email to existing customers, using Mail Chimp and this provided the student with the necessary data to complete her assignment.
‘Digital Destinations’ ‘Case Study’ and ‘Action Plan’ Blacksmiths House Brockenhurst. When I first received the information regarding the Digital Destinations project I was keen to take part as I believed that I was missing an opportunity by not using digital tools to promote the Blacksmiths House Bed & Breakfast to gain more bookings by direct contact. The Blacksmiths House has five rooms and sources all new business through our own website www.theblacksmithshouse.co.uk, New Forest Tourism, Trip Advisor and Booking.com The cost in time is minimal. New Forest Tourism specialise in marketing the location and accommodation for their members. Trip Advisor publishes customer reviews and is linked to Booking.com who specialise in digital marketing accommodation for their subscribers. The website is considered to be a success having won an award for design. The financial cost of the foregoing is 20% of the turnover of the business. This fact alone encouraged me to join the project in the hope that I would discover a way to harness the digital marketing tools in order to secure booking for my business for less cost, so increasing my profit.
Facebook, twitter, google+, email campaigns and other digital tools appear as opportunities but there is a cost in time/money. The perception which was stated in the students report, ‘using social networking to promote the business costs the business nil’ is false. Effort equates to cost which will always affect the profit and loss of any business.
Having committed to the project I was unable to attend all the meetings. It became clear I did not have the time that other businesses had to devote to the project. I was able to provide the business and media data to the student to fulfil her project. We agreed two SMART objectives.
1. To increase the number of returning guests 2. To increase the number of guests booking through our website.
The student used an existing paper offer which gave 10% discount for booking direct. A mail shot was developed and sent to existing customers using Mailchimp. This proved to be a good learning for me. We spent some time discussing Facebook and its uses. The results of the mail shot were inconclusive.
Actions following involvement in the Digital Destinations Project.
New Forest Tourism is producing a weekly share which I am using through facebook. I currently have no plans to change my digital marketing practices. I will continue to rely on the resources of those who specialise in what they do (New Forest Tourism and Booking.com) and pay for their services as I have done to date.
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
@schooloftourism | @philipalford
#DDBU