As a tour or activity operator, you provide world-class experiences to your guests. That means you’re in the memory business, and there’s no better way to capture memories of experiences than through photos.
In fact, photos are crucial to memory. The use of photo marketing can not only help your past customers remember and relive their experience, it also improves the chance that new customers will remember your brand name.
According to Brain Rules, a book from Developmental Molecular Biologist John Medina, when people hear information, they’re likely to remember only 10 percent of that information three days later. However, if a relevant image is paired with that same information, people were able to retain 65 percent of the information three days later.
That’s why photo marketing represents a huge opportunity for tour and activity operators, empowering them to attract new customers, bring back repeat business, improve their online reviews and generate new revenue.
When implemented effectively, photo marketing can help your tour or activity business grow. That’s why in this blog we discuss exactly what photo marketing is and how it can benefit your organization.
What is photo marketing?
Photo marketing for tour and activity operators is simple. It’s the ability to capture photos of their guests enjoying the experience, and then distributing those photos to customers in a bid to enhance the guest experience, encourage word-of-mouth marketing and re-engage previous customers.
Photo marketing is most effective for tour and activity businesses when they provide photos to their guests for free. Memories shouldn’t be monetized by your company.
That’s because you're in the business of memory marketing. Providing just one photo of your customer enjoying their experience will ensure they can relive that moment over and over again. This enhances the guest experience, makes it more likely that customers will shout about your brand and increases the likelihood a customer will book with you again in the future.
Photo marketing is about using your customers' memories of their experience to re-engage with them in the future, increasing the odds that they’ll either share their photos online or book a repeat experience.
How can photo marketing benefit tour and activity businesses?
A photo marketing strategy has two focus points. Firstly, it’s about empowering your guides to take high-quality photos of your guests, so that your customers can remember their experience and share their emotions with their friends and family.
Secondly, it’s about building a database of customer photos which you can use to re-engage your customers in the future to generate additional revenue opportunities.
By using photos to remind customers of their experience with your organization, your business is able to encourage guests to share their experience on social media, make repeat bookings, as well as leave high-quality online reviews of your business.
With that in mind, here are some of the top benefits your tour or activity business can realize from an effective photo marketing strategy:
- An improved guest experience
Your customers pay for a world-class experience with your brand. An important part of that experience is ensuring your customers are truly focused on the experience itself, rather than thinking about trying to take photos of themselves. You can significantly improve the guest experience by providing just one free photo of your customer that perfectly represents the amazing experience they had.
- The generation of referral leads
Social media is one of the most important advertising tools for organizations around the world, and there’s no more valuable advertisement than your actual customers. A photo marketing strategy puts the emphasis on user-generated content, encouraging your real customers to share their experiences and recommend your brand to their friends and family.
- Better online reviews
All too often, tour and activity businesses find that while a customer remembers their experience, they often forget the brand they had the experience with. Sending photos to your customers after their experience gives you the opportunity to remind them of your brand, while also encouraging them to leave a review of your business. Using photos to trigger a customers’ memory typically leads to higher quantity, and better quality online reviews of your business.
- More repeat bookings
Existing customers are a highly-valuable revenue opportunity for tour and activity operators. Existing customers can both spread the word of your brand through photo sharing, and book repeat business. With a photo marketing platform, such as Fotaflo, you can send photo memories to past customers to drive up referral bookings and generate new revenue through repeat bookings.
Interested in learning more? Contact Fotaflo today. Our team of photo marketing experts would love to answer any questions you have about how you can increase your revenue through a strategic memory marketing strategy.