Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Niche Resort
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are discussing branding a resort catering to a niche market.
On our radio show Ask Those Branding Guys, we spoke with Suzanne Shell, owner of clothing-optional resorts, about growing their market share and staying top-of-mind with customers and prospective customers.
Glover asked Suzanne how the resorts are marketed. She said when considering how to brand the properties all of the aspects are the same as any other resort with the exception of the clothing optional focus.
Even within the segment of clothing-optional, Shell knows it’s important to differentiate. They achieve this by focusing on being family friendly, allowing day use of their facilities and ensuring customer feedback is incorporated into the range of activities that are offered. To drive interest and build mind-share, the resorts also support events in the local communities.
Shell advertises in industry specific publications to target an audience that is already interested in the product. She believes that guests are the best ambassadors.
Glover pointed out that expanding social media presence may provide lift in awareness. As long as you know your audience you can be very successful marketing a product that is unconventional.
Enjoy the podcast.
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