Branding and marketing of a tourism business
A successful programme to expand a tearooms and bed and breakfast business by developing a distinctive brand and combining Yorkshire tradition with environmental and social responsibility
Since the start of 2005, Green-Engage Communications has been working with a tearooms and bed and breakfast enterprise in the Yorkshire Dales National Park to increase business and create a secure future by developing a strong brand and marketing it effectively to target customers.
The business had been running for more than 20 years and had won a degree of loyalty from older, more traditional visitors to the Dales area. However, it found it hard to attract new customers due to its hidden position and the presence of rival, more visible, enterprises in the same village.
Its core strengths, however, set it apart from others. The delightful quiet location, the vernacular stone-built cottage-style building with beautiful flower garden, the almost unique baking skills and homely touch of the proprietor, and the atmosphere of timeless tradition were solid foundations to be built on.
A branding and marketing programme was devised jointly with the owner, based on regional food specialities served in an old fashioned Yorkshire setting with a strong infusion of environmental and social good practice. The menu became a real taste of Yorkshire tradition, complemented by increased use of organic, local and Fairtrade produce. The Yorkshire 'identity' of the tearooms was enhanced, green practices were adopted throughout and innovations were made to attract more people and broaden the customer base.
Promotional materials were crafted, including a highly regarded stand-alone website, fliers, posters, signboards, business cards and branded notepaper. Targeted advertising space was bought. With a focus on creativity and smart marketing, all changes were carried out at minimal cost in proportion with the turnover of the business.
The enhancements have been well received by existing customers and have increased patronage dramatically in both the catering and accommodation halves of the business. Combined gross revenue in the high season jumped 26 per cent from 2004 to 2005 and by another 28 per cent from 2005 to 2006.
For more information, see www.westwindsinyorkshire.co.uk