Fireweed Tours provides private tours of Skagway, combining the town's fascinating Gold Rush history with the stunning beauty of Alaska's surrounding mountains. The primary challenge is building awareness and ensuring travelers consider Fireweed Tours when planning their visit.
Fireweed Tours primarily serves cruise visitors arriving in Skagway. To create a successful marketing and service strategy, it is important to first understand who these customers are and what they value most.
Retired Cruise Enthusiast
Retired couple (65+) who enjoy guided travel.
The Family
Parents traveling with young children.
The Honeymooners
Newly married couple seeking a stress-free trip.
Analyzing competitors' offerings helped identify opportunities to position Fireweed Tours in a way that differentiates it from other tour operators in the market.
The first priority of Fireweed Tours' go-to-market strategy was generating awareness. As a new brand with no reviews or track record, it was important to introduce the company to potential customers and establish credibility in the market.
01
HELPFUL CONTENT
To generate awareness, Fireweed Tours can start with top-of-the-funnel content designed to educate and entertain potential customers. Content such as local fun facts, hidden gems, and lesser-known spots around Skagway would provide value to viewers while helping generate organic traffic.
Rather than using direct sales pitches, each social media post would be created to offer value first by helping travelers learn something new. By consistently delivering useful and engaging content, Fireweed Tours can build trust, increase brand awareness, and establish a connection with potential customers before they begin actively searching for a tour.
02
TARGETED ADS
For middle-of-the-funnel advertising, Fireweed Tours should target those who've searched for tours with a focus on two key differentiators: avoiding crowds and offering customized private tours. Campaigns would highlight the ability to explore Skagway away from large tour groups while enjoying a personalized experience tailored to each guest's interests and pace.
03
BUILD YOUR OWN TOUR
A "Build Your Own Tour" feature can serve as an effective bottom-of-the-funnel tool by allowing potential customers to plan their ideal Skagway experience. Not only does it make the trip feel more tangible and personalized, but it also increases engagement by helping travelers visualize their day before booking. By creating a custom itinerary, customers become more invested in the experience, making it easier for them to take the final step and schedule their tour.
Reviews are essential for attracting new customers and establishing credibility, but building a strong collection of reviews can be a slow and challenging process. By giving away hats at the end of the tour in exchange for a review, as well as sending follow-up emails a few weeks later, we create additional incentives and reminders that encourage guests to leave reviews.
Reviews are essential for attracting new customers and establishing credibility, but building a strong collection of reviews can be a slow and challenging process. By giving away hats at the end of the tour in exchange for a review, as well as sending follow-up emails a few weeks later, we create additional incentives and reminders that encourage guests to leave reviews.