With the battle for market share expected to get even tougher next year, guides, outfitters and lodges need to be smarter in how they target “influencers” — people others turn to for hunting and fishing advice— to drive bookings.
The savvy guides, outfitters and lodges are collecting data on their customers in various ways.
The key, however, will be how well guides, outfitters and lodges integrate that data and identify the influencers.
Guides, outfitters and lodges tend to define their customers in demographic terms, traditional demographic characteristics like income level, gender or age.
Look beyond these numbers and look at their social klout, do you have clients that are actively participating in social media, tweeting about their travels, and posting reports on their last hunt or fishing trip on Facebook. Do you track clients who comment on your blog posts?
Those are the people who are driving guide, outfitter and lodge recommendations these days. Communicating with and incenting influencers is key to the future success of your business.
Outdoor Adventure Marketing can guide you to your influencers.