Marketing and Promtion

The City of Edinburgh Tours, was established in 1995 with saying that, there online audience through such social media networks is not nearly enough to promote themselves in todays society. Customers generally want to follow social media pages that are interesting and nice to follow. COET has used, Facebook, Twitter and Trip advisor as main sources of social media, we believe there is a lot more work to be done here and they need to improve their fan base. Certain procedures can be implemented to allow a great response to social media, in such social network as Facebook they allow you to pay money, which allows your Facebook page to go a lot further and get advertised in your target market. This makes it difficult seeing as though COET’s target markets are generally tourists visiting Edinburgh from other countries.

When targeting a foreign market it is vital to allow foreigners to find your website and information as easily as possible, through the use of general search engines. The ways in which COET can do so is by creating blogs and reviews so that their company can be found. It is very useful to perhaps contact tour companies in other countries to establish a relationship so that COET can be promoted on their websites or via e-mails. Once a customer reaches Google adverts are also another way of promoting its business but can be expensive. LinkedIn is another dedicated website that COET should get into as it connects businesses with other businesses allowing them to grow and work together.

Another marketing scheme would be to have an application available for future customers to use whilst in Edinburgh, but we believe in is not viable due to the short stays that customers stay here, in addition it could be expensive for us to design and get an application made for the tours. In further time we can proceed for that to be a marketing target and can get an app donated or sponsored to allow customers to receive deals and specials throughout the city with the app.

A competition and deal marketing strategy is another element we can implement more amongst our future customers. We can arrange this through social media announcing a kid’s treasure hunt around Edinburgh and along the tour route. Many families and friends can be involved and support their children. Also a great competition would be for students who are in 1st year who have just arrived and are new to the city, I’m sure Universities could include this in a fresher’s week itinerary. Through this scheme COET can offer university students as promoters who can work in holidays or weekends where they earn a commission based wage on getting customers to go on these tours.

Flyering in Edinburgh is a big market, weather its trying to get students down to a nightclub or a show that’s on at Summerhall it gets done on a very regular basis, we’ve personally approached a number of different companies such as SEPE events which is a nightclub event promoters and they say that flyers are become less used due to high costs and not enough in response in return. Perhaps we can flyer in the right