10 Tour Marketing Strategies

Once your mobile tour is launched, you need to make sure people know about it! Marketing and strategic promotion are key. Here are some tips to help you successfully increase awareness and encourage the use of your tour.

1. Media & PR:

Write a press release announcing your tour and publish it via PR distribution websites. You can also submit it directly to your local newspapers, news channels, and other bloggers and media outlets who have covered your organization in the past. Let them know about your new tour, invite them to take the tour, and encourage them to interview both visitors who are using it and the staff that has been working on it.

Example: Pere-Lachaise app

2. Hold a Launch Event:

Invite narrators, board members, media, sponsors, and partners. Have the Director of your organization speak about what inspired the project and how it was developed. You can play samples from the tour and have narrators and other contributors share their experience in creating it. If you don’t have the funds to hold a launch event, try to tie the tour launch into another event already scheduled.

Example: Central Darling Heritage Trail app

3. Promote on Travel Websites:

Encourage visitors to stop by your site while on their travels. Submit press releases and/or articles to travel websites or sites that include "things to do" in your area.

Example: Pandemic Tours (screenshot from www.tripadvisor.co.uk)

4. Display Signs at Each Tour Stop:

Post clear, visible tour stop signs or labels at each point of interest. Be sure the signs include info about how to access the stop–which can include the tour phone number, the specific stop number, the mobile web address, a QR Code, or an icon to download the iPhone or Android app.

Example: Old Pines Tours

5. Onsite Promotion:

Catch your visitor’s attention as soon as they are onsite–promote the tour with signage in the lobby area. Place a countertop sign at the visitor booth or front desk and be sure that your staff is knowledgeable about the tour. If your site has multiple entrances, hand out brochures at each point of entry. All tour marketing signage should include your tour number, app URL, or have a QR code and prompt to scan. You can even distribute business cards with the tour access info, create a large entrance sign, or banner or order T-shirts for staff and
volunteers with "Ask about our mobile phone tour” or QR code on the back.

Example: Mt Rushmore

6. Promote Your Tour on Your Website:

Most visitors access your website looking for the latest information about exhibits, events, programs, or general visitor information. This is a great time to promote your tour, as they are already in the planning stages of their visit. Be sure to mention the tour number, link to the app URL and offer a QR code to access it, so visitors can save it for their upcoming visit or download the tour in advance. You can even have a dedicated page on your website that talks about the tour in detail.

Example: Seaforth Boat Rental

7. Utilize Your Online Network:

Use your Facebook, LinkedIn, Twitter, and Instagram networks to promote your tour to an audience that has already shown an interest in learning more about your organization–be sure to link directly to the tour. If you have a blog, write a post on the tour that has an alternative spin from a typical press release. Make an announcement in your digital newsletter or create a dedicated email campaign. Partner organizations, such as regional
associations, sponsors, and your industry’s listservs should be notified as well to spread the word.

Example: Experience GPS Tours

8. Engage Your Staff Members:

Enlist your front end and floor staff as they are constantly interacting with your visitors and are a valuable way to encourage use. Be sure they are knowledgeable about the tour and can explain how to use it. An email blast to your entire staff to experience the tour will not only keep them informed but can also encourage them to tap their own social media channels.

9. Implement a Welcome Text Message:

This message lets visitors know how many stops are on the tour or provide a link to the web app for smartphone users. Texts can also be used to drive visitors to the gift shop or ticket desk for discounts, prizes, etc.

10. Update Your Tour Regularly:

STQRY tours are customizable and allow for unlimited content and updates–you can change or add new content over time. Keeping your tour content fresh will keep previous users interested and pique the interest of new ones. Adding new content to your tour will also provide multiple opportunities to continue with its social media promotion.