Do you sometimes think about why some sightseeing companies seem to be busy all the time – while others operate with empty seats?
Why are some companies so great at attracting locals and visitors alike, while others struggle to find an audience?
More than two decades ago, Bill Gates proclaimed “Content is King” in an essay published on Microsoft’s website. Gates wrote “But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
And he was right!
Small companies have proven again, and again that killer content can open doors to the world, building audiences of hundreds, thousands or even millions.
But here’s the twist.
The best run organizations delivering multilingual commentary to unleash the growth potential of foreign language markets aren’t building their businesses on content alone.
Yes, we said it. Content by itself is just content. It’s worthless if nobody’s listening.
Multilingual Commentary – More Than Great Storytelling.
So why are some companies doubling ridership in a single season while others seem to work harder to grow?
Because these companies know engaging, entertaining content isn’t enough to lead them to five-star status.
These organizations drive sales by using multilingual content as a strategic weapon to secure new business – from international inbound tour operators, receptive tour operators and FITs (Free and Independent Travelers).
Their big secret is just this:
Multilingual tour commentary is developed to invigorate passenger engagement and generate more revenue (from several new sources).
The result is: Sales teams are energized (by new products to sell), and their foreign language tours are a foundational piece of their sales and marketing strategy.
Successful sightseeing companies deploy dozens of tactics aimed at increasing brand awareness and securing new business by often filling voids in underserviced markets.
They gain an edge, exploiting market opportunities by providing a leap in value to existing customers and prospects.
They understand that creating killer content brings them one step closer to new opportunities. But it’s not the final step.
Content can be a potent weapon. But aim at the wrong targets, and no one will hear you.
What You Need To Know
So what’s the takeaway for your business?
Be completely clear on what your business objectives are before going down the path of developing foreign language tours.
By mapping out a strategy to reach your targeted audience, through a variety of on-point messages, channels, and tools, you’ll fuel your growth by aligning your value proposition with what customers want – to be a part of something meaningful.
By identifying your business goals, who you’re targeting and why, you’ll be in a much stronger position to demonstrate why your tours are better, or different from your competition.
Are You Looking for an Edge?
What we’ve seen time and time again from fast-growing sightseeing companies we work with is:
- They are true collaborators focused on creating a leap in customer value
- They involve sales and marketing early in our 6-Step Creative process
- Change is not a dirty word – it’s a mindset
- They put the right team together to make it happen
- They create market space by delivering new and compelling offerings
Does this sound like you? If so, we’d love to help you grow your business. Call us at +1 (613) 507-1300 or fill in our short 😉 contact form. We’ll get back to you within one business day (and usually faster).