Question

Topic: Advertising/PR

Low Budget Available For Guided Walking Tours

Posted by Anonymous on 2/21/2005 at 10:38 AM ET 250 Points
I am starting Town Crier Tours on Edinburgh's Royal Mile next month. The walks will be approximately one hour in length and are priced at the same level as other operators - two of which have been in business for more than twenty years.

I will be flamboyantly dressed, please see(www.scottishtowncrier.com) and see my u.s.p as being that the walks will be led by a loud, colourfully dressed character who is knowledgeable on the romance and tragedy of this famous street.
How can I compete against long established businesses?
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RESPONSES

  • Posted by koen.h.pauwels on 2/21/2005 at 12:21 PM Accepted
    I fully agree with Jerry on how to get tourists interested, but would advise to complement this 'consumer pull' strategy with a 'push strategy' to compete with established businesses. After all, many tourists may not take much time to decide on a guide, and will simply go with the default recommended in a tourist guide, local information leaflet or by the hotel concierge. Therefore, you may want to spread the news to the local tourist information center, tour guide books and hotels - and could offer the latter incentives to recommend you. This will greatly enlarge your potential market.
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