Marketing is targeted at both residents and visitors and marketing will differ for each group.
- For IOW visitors we see most sales coming via hotels, holiday parks and holiday home letting agents they will make money selling copies.
- Several accommodation providers have already said they may just buy copies and offer them as a complimentary gift to guests.
- This fills a 'marketing gap' as most holiday makers tend not to join local social media groups just for the duration of their holiday. You can already reach IOW Visitors on their way here (using the excellent Red Funnel guide or onboard marketing which we are also responsible for) but not so much in situ, in their accommodation. We also plan to make use of street vendors on high streets and esplanades during the busiest months.
- So far, all voucher advertisers also want to sell copies at their venues as this should negate the cost of placing their voucher!
- For IOW residents most marketing will be by local press, magazine advertising and local radio - this of course may also be seen by IOW visitors. Considerable IOW resident marketing activity will be via social media - every voucher offer will be promoted individually whilst it's valid.
With circa 2.6 million visitors and 140k residents the target sales figure for the first year is a realistic 10,000+ copies. With repeat sales (mainly to residents, frequent visitors) and subscriptions taking off we are targeting considerable growth once the IOW VoucherBook becomes better known.