It’s a new year, so for many it is an opportunity for a fresh slate. And that’s what we’ll be talking about for much of this month here at TOP: not just New Year’s resolutions, but putting your best foot forward for long term success. And so I’d like to start by reminding you of something that I’ve said before, and others have said before, but I’ll say it again: Being Remarkable is the new Tourism Marketing.
I can’t claim the whole “being remarkable” thing though – this was originally coined by marketer Seth Godin. Here’s a snippet from his book Purple Cow which explains his view on this topic:
[Being Remarkable] is to make it clear that it’s safer to be risky – to fortify your desire to do truly amazing things. Once you see that the old ways have nowhere to go but down, it becomes even more imperative to create things worth talking about….Products, services and techniques so useful, interesting, outrageous, and note-worthy that the market will want to listen to what you have to say. No, in fact, you must develop products, services, and techniques that the market will actually seek out.
It’s Happening in Tourism Right Now
Companies are already becoming remarkable in Tourism. Here’s an example: G Adventures. They’re a very, very popular one-stop-shop for travel experiences. G Adventures already has an excellent reputation in many travel circles and their charismatic CEO, Bruce Poon Tip, is active on many social networks.
But that wasn’t good enough.
The company just launched a new programme called “lifetime deposits” which in essence says that if you have to postpone your travel, your can apply your deposit to any other tour. Forever. No expiration. Here’s the secret: that isn’t really going to cost them much money. (Sure – they’ll lose out on taking those previously-gone-unused deposits and raking pure profit from them.) But the goodwill and “no risk” trust that they are establishing with their customers? That’s remarkable.
Here’s what the company says about this new offering:
This new policy fits in perfectly with our core mission to provide the best customer service in the industry, which is an essential part of the life-changing adventures that our loyal travellers have come to expect from G Adventures.
You might of heard of underpromising and overdelivering. Well, why not be remarkable by promising to deliver and then knocking your customers socks off with something outrageous, unheard of, and utterly amazing?
Ask Yourself: what are you going to do that’s remarkable in 2010?
You don’t have to tell us the answer, but write it down somewhere. Somewhere you’ll see it every day. Every day until you do it.
To Learn More…
Need some help making something remarkable happen? Then take a look at our remarkable products and services. Not sure what would suit? Take our no-fluff, no-stress, no-obligation small business assessment to find out.
Photo by joeltelling