Why Networking is Especially Important in the Tourism Industry

Dara Busch, 5WPR on May 23, 2023

In the tourism industry, networking is a crucial aspect of success. The ability to connect with others, build relationships, and create opportunities is what sets successful tourism professionals apart from the rest. 

Building Relationships With Suppliers

Networking allows professionals in the travel and tourism industry to build strong relationships with suppliers. This includes airlines, hotels, rental car companies, and other service providers. By building strong relationships with these suppliers, tourism industry professionals can negotiate better rates, secure exclusive deals, and receive preferential treatment. This, in turn, can help to reduce costs and increase profit margins for tourism businesses.

Finding New Business Opportunities

Networking also provides opportunities for tourism industry professionals to find new business opportunities. By connecting with other professionals in the industry, tourism professionals can learn about new trends, new destinations, and new business models. This can help to create new revenue streams and expand their businesses.

Accessing Insider information

Networking can also provide access to insider information that may not be publicly available. For example, tourism industry professionals may learn about a new hotel or attraction before it’s officially announced to the public. This information can be used to gain a competitive advantage and help tourism professionals to stay ahead of the curve.

Creating Referral Networks

Networking can also create referral networks among tourism professionals. By referring clients to each other, tourism industry professionals can help to build trust and credibility with their clients. This, in turn, can lead to more business and increased revenue.

Building Personal Brand and Reputation

Networking can also help the hospitality and tourism industry professionals to build their personal brand and reputation within the industry. By attending industry events and conferences, speaking on panels, and connecting with other professionals on social media, tourism professionals can establish themselves as thought leaders and experts in their field. This can help to attract new business and increase visibility within the industry.

Staying up to Date with Industry Trends

Networking allows tourism industry professionals to stay up-to-date with the latest industry trends. By connecting with other professionals, attending industry events, and participating in online communities, tourism professionals can learn about new developments in the industry, such as the latest technology or marketing strategies. This can help tourism professionals to stay competitive and adapt to changes in the industry.

Learning from Peers and Mentors

Networking can also provide opportunities for tourism professionals to learn from their peers and mentors. By connecting with more experienced professionals, tourism industry professionals can learn from their successes and mistakes, and gain valuable insights into the industry. This can help to accelerate their career growth and improve their businesses.

Collaboration and Partnerships

Networking allows tourism professionals to collaborate and form partnerships with other businesses in the industry. This can lead to joint marketing campaigns, co-branding opportunities, and shared resources. By partnering with other businesses in the industry, tourism industry professionals can expand their reach, offer more comprehensive packages, and increase revenue.

Accessing International Markets

Networking also provides opportunities to access international markets. By connecting with tourism professionals from other countries, tourism industry professionals can learn about cultural differences, customs, and preferences. This can help them to tailor their services to international markets and attract more international clients.

Developing a Support System

Networking can also provide tourism professionals with a support system. By connecting with like-minded professionals, tourism industry professionals can share ideas, provide support, and receive guidance. This can help to reduce stress and burnout and improve overall well-being.

How to Implement Email Marketing for Your Lifestyle Brand

Dara Busch, 5WPR on May 2, 2023

Email marketing remains a powerful tool for lifestyle brands to connect with audiences, build relationships, and drive sales. When executed correctly, email campaigns can generate brand awareness, foster customer loyalty, and increase revenue.

Direct Communication with the Audience

Email is a direct line of communication with an audience. Subscribers give companies permission to reach out to them creating a valuable opportunity to build a relationship and engage on a personal level.

Targeted and Personalized Content

Email marketing allows brands to segment the audience and send targeted and personalized content based on their interests, preferences, and behaviors. This level of personalization can enhance the effectiveness of email marketing campaigns. It tends to lead to higher open rates, click-through rates, and conversions.

Cost-effective and Measurable

Lifestyle marketing thrives on email campaigns that target individual audience segments. Personalized content based on interests, preferences, and behaviors can boost open rates, click-through rates, and conversions. Email marketing is an effective tool for brands to connect with their audience and drive results.

Welcome Email

The welcome email is the first email new subscribers receive. It’s a chance to make a positive impression and introduce the brand. The email should be warm and friendly, setting the tone for future content, promotions, and email frequency.

Newsletter

The newsletter is a regular email that provides updates, news, and valuable content to subscribers. It can include blog posts, product updates, upcoming events, and other pertinent information. The newsletter should be well-designed, visually appealing, and provide value to readers by delivering interesting, informative, and relevant content.

Promotional Emails

Promo emails aim to boost sales and revenue. They offer exclusive deals, discounts, and limited-time offers for subscribers. To create urgency, emails must be strategically crafted with clear CTAs. These CTAs prompt subscribers to take action, like making a purchase or redeeming a discount code.

Abandoned Cart Emails

Abandoned cart emails remind subscribers of products they left in their cart. These emails encourage purchase completion and offer personalized product recommendations. Incentives and a clear call-to-action should be part of these emails.

Post-Purchase Emails

Companies send post-purchase emails to customers after a purchase. These emails contain order confirmations, shipping notifications, and thank you messages. Post-purchase emails are a chance to show gratitude to customers and provide order details. Upsell or cross-sell recommendations can also be effective to encourage repeat purchases.

Re-engagement Emails

Inactive subscribers are targeted by re-engagement emails to revive their interest in a company’s emails. These emails aim to encourage subscribers to become active again, offering personalized content, special offers, or requesting feedback to understand customer preferences.

Event or Seasonal Emails

Email marketing is a useful tool for lifestyle brands to promote events and seasonal promotions. Brands can send targeted emails to subscribers to create excitement and generate interest in summer sales or special events. Seasonal emails can also showcase new arrivals or limited-time collections, as well as exclusive promotions related to holidays or other relevant occasions.

What to Do When Your Brand Goes Unexpectedly Viral

Dara Busch, 5WPR on April 24, 2023

When a company goes unexpectedly viral, it can be both exciting and overwhelming. While the sudden increase in attention can bring numerous benefits, it can also come with a lot of challenges. In some cases, viral content can lead to negative press, backlash, or even harm to the company’s reputation. There are a few things that a company should do when it goes unexpectedly viral and provide examples of past situations.

Monitoring the Conversation

The first step for a company that has gone unexpectedly viral is to monitor the conversation. Keep track of what people are saying about the company and its product or service. Social media listening tools can be helpful in this regard, as they can help identify the most influential voices in the conversation. Monitor for both positive and negative feedback, as this can help the company understand how people are responding to the viral brand content.

Responding Quickly and Appropriately

If negative comments start to surface, it’s important for the company to respond quickly and appropriately. Ignoring or dismissing negative feedback can escalate the situation and harm the company’s reputation. Responding to negative feedback in a thoughtful and respectful manner can help the company maintain a positive image and build trust with its customers. It’s important to address the issue head-on and offer a solution if possible.

Leveraging the Momentum

When a company goes viral, it’s important to leverage the momentum and keep the conversation going. This can be done by creating more content that’s similar in style or tone to the original viral brand content. For example, if a company creates a funny video that goes viral, it can create more videos in the same style to keep the attention of its audience. The key is to maintain the same level of creativity and authenticity that made the original content successful.

Staying True to the Brand

It’s important for companies to stay true to their brand when going viral. Companies that try to be something they’re not can come across as inauthentic and damage their reputation. It’s important for the company to stick to its values and messaging, even when going viral. This can help build trust with customers and maintain a positive image.

Capitalizing on the Opportunity

When a company goes viral, it presents an opportunity to reach a wider audience and potentially increase sales. Companies should capitalize on this opportunity by promoting their products or services in a way that’s consistent with the viral content. This can be done through social media posts, email marketing, or advertising.

Examples of Companies That Have Gone Unexpectedly Viral

In the 2013 Super Bowl, there was a 34-minute delay when the power went out in the stadium. Oreo took advantage of the situation, posting a photo on Twitter featuring one of their cookies in the dark, accompanied by the message “You can still dunk in the dark.”

During the 2013 Super Bowl, the power went out in the stadium, causing a 34-minute delay.  and tweeted a picture of an Oreo cookie in the dark with the caption “You can still dunk in the dark.” The tweet went viral, and Oreo gained over 8,000 retweets and 15,000 likes in just one hour. Wendy’s gained notoriety for its witty and sometimes savage responses to Twitter users who tweeted at the company. The fast-food chain’s social media team became known for its humorous and sarcastic tweets, which helped the company go viral and gain a massive following. In 2016, a woman named Candace Payne posted a video on Facebook of herself trying on a Chewbacca mask and laughing hysterically. The video went viral, and Chewbacca Mom became an overnight sensation. Companies like Kohl’s and Hasbro capitalized on the trend by featuring Chewbacca Mom in their marketing campaigns.

Importance of Inclusivity in Campaigns

Dara Busch, 5WPR on April 18, 2023

Marketing campaigns have often depicted the nuclear family of a mother, father, and children during Mother’s Day and Father’s Day. However, as society becomes more diverse, it’s essential for brands to recognize that not all families fit this mold. Diversity, equity, and inclusion in marketing campaigns are crucial to ensure that all families are represented and celebrated during these holidays. Mother’s Day and Father’s Day celebrate the significant roles that parents play in their children’s lives.

Not all families have traditional mother and father figures. Some have two mothers, two fathers, single parents, grandparents, or other caregivers. Brands should celebrate diverse family structures and avoid stereotypes that exclude certain groups. Inclusion in marketing campaigns is crucial. Companies can create diversity marketing campaigns for Mother’s Day and Father’s Day.

Reflecting Changing Demographics

Same-sex couples with children are on the rise, as well as single parents and grandparents raising children. Brands that do not recognize these changes may lose potential customers. This is according to a report from the U.S. Census Bureau, emphasizing the importance of reflecting diversity in marketing campaigns.

Building Brand Loyalty

Brands must align with consumers’ values and beliefs. Inclusive marketing campaigns that celebrate diverse family structures build loyalty. Customers who feel seen and understood become long-term brand advocates and repeat buyers.

Fostering Inclusivity

Diversity marketing campaigns promote inclusivity and understanding of different family structures. They reflect modern family diversity and can have a positive impact on society by fostering acceptance and a more inclusive culture.

Recognizing and Celebrating Diversity

Brands must avoid promoting stereotypes and celebrate the unique qualities of all parents, regardless of gender or family structure. This can be achieved by featuring diverse families in marketing materials and messaging.

Using Gender-Neutral Language

To make marketing campaigns inclusive of all family structures, using gender-neutral language is important. Brands shouldn’t assume that all families have a mother and father figure. “Parent” or “caregiver” are good examples of gender-neutral language.

Collaborating with Diverse Influencers

Including influencers from various family backgrounds, such as single parents, same-sex parents, or grandparents, can make marketing campaigns more inclusive. This can also boost credibility and authenticity with consumers.

Highlighting Shared Experiences

Families have varying structures but encounter similar experiences and challenges. Brands can capitalize on these shared experiences in marketing campaigns to foster a sense of unity and inclusivity.

Asking for Feedback

Brands seek feedback from customers and employees for inclusive marketing campaigns. This identifies blind spots and ensures respect for all customers. Inclusivity ensures representation of diverse family structures.

Diversity in the Workplace

Diversity and inclusion in the workplace are essential for authentic marketing. Authentic campaigns rely on having a diverse range of voices to create meaningful connections with customers. Brands must have fair practices and a diverse employee base if they want their campaigns to reflect the values of the brand and the target audiences.

How Clean Beauty Brands Can Market Themselves During Earth Month

Dara Busch, 5WPR on March 31, 2023

Earth Month is a time for people around the world to unite and celebrate the planet. It’s also an opportunity for clean beauty brands to promote a commitment to sustainability and attract new customers.

Using Social Media

Clean beauty brands can leverage social media for effective promotion during Earth Month. Campaigns highlighting eco-friendly practices such as sustainable ingredients, recyclable packaging, and environmental causes are key. User-generated content from customers can depict them using these clean beauty products with sustainability in mind. Pictures and videos of other customers using and enjoying the products help create a sense of community that builds brand loyalty.

Collaborating with Environmental Organizations

Earth Month is an ideal opportunity for clean makeup brands to collaborate with environmental organizations. This could include donating profits to a cause or sponsoring an Earth Day event. Companies can also take part in beach clean-ups and other activities. By partnering with such organizations, brands can show a commitment to sustainability and inspire customers to help the environment.

Promoting Sustainable Practices

During Earth Month, clean beauty brands can promote sustainable practices such as using renewable energy and reducing waste. Companies can also discuss the ingredients sourced from sustainable farms, and share sustainability reports or eco-friendly certifications received. Further, brands can educate customers about the supply chain, e.g. which farms and cooperatives the brand sources ingredients from – to present the products as a more conscious choice.

Highlighting Natural Ingredients

Clean beauty brands can also promote the natural ingredients used in products and the advantages associated with them. These advantages can include things like healing properties and skin nourishment. Earth Month is also a chance for brands to inform customers about the sourcing of ingredients, such as organic farming or wildcrafting. By highlighting the natural ingredients used in products, companies demonstrate a commitment to sustainability.

Offering Limited Edition Products

For Earth Month, brands can introduce limited-edition products to celebrate the planet. These clean beauty products should be made with eco-friendly ingredients and packaging or support environmental causes. Offering these limited-edition items could help drive customers’ urgency in buying and create buzz around the brand. Campaigns can promote these special products on social media or email marketing campaigns to attract more customers.

Hosting Earth Month Events

Clean makeup brands can mark Earth Month by hosting events, such as talks and webinars, focusing on sustainability topics like waste reduction and natural ingredients. Influencers and environmental experts can be invited to share insights on the subject. Through these activities, brands will show a commitment to sustainability and foster a sense of community around the brand. Companies can also use the platform to boost engagement with followers and customers.

Co-Marketing between Fashion and Beauty Brands

Dara Busch, 5WPR on March 20, 2023

To succeed in the competitive marketplace, brands need creative marketing strategies. Brand collaborations with complementary brands can be an effective approach. A partnership between a fashion brand and beauty brand can promote both companies simultaneously. 

Overlapping Industries and Benefits

Fashion and beauty industries often intersect, appealing to similar consumers. This synergy presents an opening for brands in both sectors to collaborate to expand reach. A collaboration between fashion and beauty brands can provide several advantages.

A partnership between two brands can lead to tapping into each other’s customer base. For instance, a fashion brand collab with a beauty brand allows both access to the other’s customers resulting in increased sales for both parties.

Brand collaborations can help two companies distinguish themselves in a crowded marketplace. The fashion and beauty industry is very competitive, making it difficult to stand out. However, by teaming up, they can create an exclusive product that sets them apart from others.

A co-marketing effort can help companies create new products that combine their strengths. For example, a fashion brand and a beauty brand could team up to create a makeup line that complements the clothing. This partnership can benefit both companies by leveraging their expertise to make something exciting and innovative.

Successful Co-Marketing Examples

Victoria Beckham and Estée Lauder’s collaboration resulted in a successful limited-edition makeup collection. Inspired by Victoria Beckham’s signature look, the collection was well-received by consumers and beauty influencers alike, earning positive reviews. This is one example of a successful brand collaboration between a fashion and beauty brand.

Skims and Fendi recently collaborated to create a limited-edition collection of clothing inspired by Skims shapewear. The collection featured products that expanded into swimwear and was sold exclusively on the Skims website. Through social media and influencer marketing, the brand collab was successful and sold out.

Developing Successful Co-Marketing Efforts

Fashion and beauty brands often collaborate to create successful brand partnerships. The first step is to find a beauty brand that matches the fashion brand’s aesthetic and values. The two companies should have similar target audiences and brand identities to reach an overlapping audience. Once potential partners are identified, defining the partnership involves determining the scope, goals, and timeline for collaboration.

The fashion and beauty brands could create something new and exciting by leveraging each other’s strengths. The fashion brand can provide inspiration, while the beauty brand can contribute expertise in creating products. Effective promotion is essential once the collaborative effort has started. This includes using social media or influencer marketing, as well as investing in other marketing channels to reach a broader audience.

In conclusion, brand collaborations between fashion and beauty brands can be a successful marketing strategy. These partnerships allow companies to tap into each other’s customer base, create exclusive products, and leverage the strengths of each to make something innovative. By working together, brands can expand their reach and stand out in a crowded marketplace.

How To Integrate Hashtags to Strengthen Your Marketing Campaign

Dara Busch, 5WPR on March 16, 2023

Businesses of all sizes are now leveraging the popular platform TikTok for marketing and taking advantage of the platform’s large user base and easy-to-use features. One effective way to promote a brand on the app is to use hashtag targeting.

Understanding Hashtags

It’s important to understand how to use hashtags, how they work, and what hashtags to use on TikTok or Instagram. When a customer clicks a hashtag, a word or group of words preceded by the “#” symbol, it allows them to explore the content associated with it. Hashtags can help people discover new content, as well as let businesses advertise products or services.

Using Hashtags

Companies posting on TikTok should use relevant hashtags to reach their audience. This includes specific hashtags related to the company, as well as broader hashtags targeted at the audience. For example, beauty product companies can leverage #makeuptutorial and #beautyhacks to reach makeup-lovers.

Trending Hashtags

Companies using hashtags on TikTok should stay aware of current trends including dances and challenges, these trends usually have corresponding hashtags. If there is an opportunity to pair your products with the trend in a way that makes sense, trends are the perfect opportunity to make use of hashtags that help to expand the reach of your audience, ending up on the pages of someone who might not be in your audience right now, but could still be interesting. 

How Many Hashtags Should I Use on Instagram or TikTok?

Number is key when using hashtags. While it’s tempting to add as many hashtags as possible to each post, it’s important to remember that too many can be detrimental. Recommended use is 3-5 per post, as too many can seem spam-like or desperate, reducing visibility.

Using Branded Hashtags

Brands can use hashtags to build user engagement on TikTok. Branded hashtags are unique to a particular brand or product, and allow users to connect with like-minded people who share the same interests. For instance, a skincare brand might create #glowyskin for their customers to share tips and advice about their products. 

Branded hashtags can also be an effective tool in upping brand recognition on TikTok. They serve the dual purpose of creating a sense of exclusivity and stimulating user-generated content. Recognizing that the hashtag links to a particular brand, users are more likely to interact with it. Companies can leverage this by encouraging their users to create content featuring the hashtag. This enhances visibility and grows their fan base of loyal brand supporters.

Timing

When using hashtags on social media, it’s essential to think about timing. TikTok has algorithms and best practices when it comes to posts, suggesting peak usage times in the evening and at weekends. By posting during these times, businesses can expand the reach of their posts and get seen by a bigger audience. In addition to timing, consistency is important as TikTok rewards posting frequently with the use of the hashtags.

Performance

Companies should track hashtag performance continually. This means monitoring the engagement and reach of each hashtag, and making adjustments as needed. If a hashtag isn’t successful, replace it or refine content to boost performance.

Generational Marketing: How to Reach Each Generation on Social Media

Dara Busch, 5WPR on March 5, 2023

Businesses must update their marketing approach to reach consumers in the digital age. A company must know each generation’s values and preferences to create tailored approaches for each. Additionally, it’s important to recognize the different types of content and tactics that yield the best results on various social media platforms. This way, businesses can reach their target market and target demographic better.

Gen Z

Gen Z (1997-2012) are the world’s first digital native generation, and rely heavily on TikTok, Instagram and Snapchat. To engage Gen Z, companies must create authentic content which reflects their values and commitment to social causes. Influencer marketing is a key strategy as Gen Z puts more trust in influencers than traditional advertising. Brands can tap into this by sponsoring sponsored content or influencer-led campaigns.

Millennials

Millennials (born 1981-1996) are the largest generation in the workforce and have considerable buying power. Popular social media platforms amongst them are Instagram, Twitter and TikTok. Millennials seek personalized experiences from brands, so companies should engage with them via comments, messages and customer service.  Using social media to highlight a company’s culture, values and employees will also resonate. Finally, a company can make cause-related marketing appeals which align to their beliefs.

Generation X

Generation X (1965-1980) were the first to embrace the personal computer and the internet. On social media platforms such as Facebook, Instagram and YouTube, they prefer practical, informative content. Companies should create material to educate Gen X on product features while highlighting its benefits. Discounts and promotions are also of interest – utilizing social media ads and email marketing campaigns to target them.

Baby Boomers

Baby Boomers (born 1946-1964) embraced televisions and have handled digital technology well, using social media like Facebook, Twitter and LinkedIn. “Boomers” value product quality and customer service. To engage with this generation, companies should create professional, informative content that stresses the quality of the products and services. Content should be emotionally-driven and target Baby Boomer values like nostalgia or family-oriented messaging.

How to Come Up with Current Content Ideas for Your Brand

Dara Busch, 5WPR on February 22, 2023

Creating consistent and relevant content is crucial for any company looking to connect with its audience and build a strong brand presence. But coming up with new and innovative content ideas can be a challenge. That’s especially true as the competition in most industries continues to grow. There are a few different strategies that companies can use to come up with current content ideas that will help them stand out and get noticed.

Trends

Not only is it important for businesses to keep up to date with the latest industry trends and news, it’s also a great way to come up with fresh content ideas. Companies that stay informed on the latest developments and innovations in their industry can create content that is relevant and timely. This type of content also provides value to the target audience, keeping them up to date and entertained.

Engagement

Businesses should be engaging with their target audience on social media. Reading and responding to comments and feedback can provide companies with a lot of valuable insight on their services and products, while also informing companies to what . the audience’s interests are and what topics they would like to see more of. This can help companies come up with new content ideas that are tailored to the audience’s interests and needs.

Data

Data and analytics can provide valuable insights into what type of content resonates with an audience and what topics are driving engagement. Companies should be leveraging data and analytics as much as possible to learn about the audience. Then, they can optimize their content strategy and create content that is both relevant and engaging for the audience.

Collaboration

Another way that companies can come up with fresh and relevant content ideas is to collaborate  with other brands or with influencers. Collaborating can be a great way to come up with fresh content ideas by pooling everyone’s resources and expertise  to create content that’s unique and provides value to the audience.

Competitors

When it comes to competitive markets, companies should always keep track of what their competitors are doing. The same is true with content. Companies can analyze the content that their competitors are producing to get a better idea of what topics are resonating with the audience and how others in your industry are interpreting trends. By analyzing the content of a competitor, companies can come up with new and innovative content ideas. They can figure out if there are any topic or content gaps in the market, create content for them, and set themselves apart from their competitors.

Formats

Companies can try experimenting with different content formats. Depending on what the audience prefers, companies can create different types of content such as videos or podcasts. They can also create infographics and blogs, and even come up with new Youtube content ideas that customers would enjoy. They might even work on some content ideas for Instagram. By exploring different content formats, companies can find what works best for their brands and what resonates with their audience.

How to Encourage UGC from your Brand Followers

Dara Busch, 5WPR on February 7, 2023

These days, user-generated content is a powerful source of marketing material used by many brands. One of the main reasons behind it is the fact that this type of content allows companies to generate more engagement and awareness while connecting with their audiences on a personal level. Companies that want to take advantage of user-generated content will first have to put in place the right strategies. Those strategies should motivate their consumers to start creating and sharing their own user-generated content. Then, the company can then start incorporating it into its marketing strategies.

Audit

Auditing is the first step businesses will have to take to start incorporating user-generated content in their marketing strategies to identify the existing content that their consumers have shared in the past. To do that, businesses will have to head to some of the most popular social media platforms their consumers enjoy using, including Instagram, Facebook, and TikTok. Then, the company can begin their audit by looking up its name, any branded hashtags the company has created, and its physical location where possible. Companies have to remember not all consumers will end up tagging the brand on the content they’re sharing across social media platforms or even using branded hashtags. That means companies should think outside the box when conducting this type of audit.

Trends

The next step for companies to take is to look through all the content consumers have already shared about the company and its products, and identify trends among them. Some of the things that companies should take into consideration when analyzing past user-generated content include the people most likely to share content about the company and its solutions, the products or things they’re sharing the content about, and the location of the content when they shared it. Brands will need to identify the reason why the users decided to tag the company or use a branded hashtag.Identifying these details can help companies develop a more data-driven user-generated content strategy. This strategy will inform all user-generated content campaigns in the future for the business.

Incentive

Once the company has conducted an audit and analyzed the content that previous customers have shared in terms of user-generated content, it’s time to think about incentives that will motivate other potential customers to start sharing their own content. Call to actions should encourage users to create content that doesn’t focus on the brand, but rather content that focuses on the customers and their experience with the brand. This type of content succeeds because it showcases the way the customers are using and enjoying products while connecting with the brand. Companies can use the data they’ve gathered to figure out the best strategies to get more people to share their own content about the company and its solutions.