Courage to take action and make choices!
Visit Tampere facilitates and coordinates tactical marketing and sales operations in the region, both internationally and domestically. The tactical measures focus on digital channels. Visit Tampere coordinates and focuses on forming a clear message in tactical marketing and sales operations.
Partner companies are responsible for their own marketing and, in the case of joint operations, for sales, after-sales service and follow-up.
In domestic marketing and sales operations, partner companies play a leading role. Visit Tampere coordinates a uniform message and focuses measures for the months when the hotel occupancy rates in Tampere are known to be lower than the average in Finland. Partner companies are responsible for their own marketing all year round.
The social media channels and websites aim to reach the right target groups both domestically and internationally and to communicate stories and interesting phenomena using the Tampere.Finland brand. Visit Tampere’s role is to communicate the interesting phenomena and stories of the region visually with videos and images. Partner companies create content, stories and phenomena in order to increase international awareness and maintain domestic attractiveness. Visit Tampere’s website is becoming increasingly important in digital campaigns, which combine attractive marketing materials with existing digital sales channels, creating the most straightforward shopping path possible. The site is optimised separately for each language market. Partner companies should also review and develop their own digital channels, taking into account the needs of today’s customers. Partner companies benefit most from Visit Tampere campaigns when their own websites and sales channels are in order.
The media and influencers that are selected in each market area play an important role in marketing. In general, destinations that use the media and influencers can raise their profile and thrive in global competition.
Visit Tampere’s operations put an emphasis on influencers and the media. Established successful influencer-marketing concepts (such as Instagram) will be utilised and refined further. Visit Tampere and Business Finland invite influencers and media from the target market to the region together. In addition, other ways of increasing Tampere’s visibility in the target markets are being explored. Partner companies play an important role in producing content and actively offer products, services and phenomena to Visit Tampere. These are used to compile visitor programmes for the media and influencers.
Tours and digital resale and direct sales channels
The success factors in domestic and international competition are the interesting and varied offerings of cities and partner companies (programme services, hotels, restaurants, etc.) that can be easily purchased digitally, online and from tour operators. This increases the city’s visibility, makes purchasing easier and makes visible what is on offer.
In the pursuit of international customers, cooperation between different cities and partner companies is important. They are also offered tourism products that are not confined by the borders of countries, cities, municipalities or regions. It is important to make Tampere a part of the tours of the Nordic countries, the Baltic countries and Finland (Helsinki, Lapland, lake districts) for individual visitors and group trips.
In the future, partner companies’ own direct sales channels, global retail and recommendation channels and interfaces between these will be important both in Finland and internationally. Partner companies’ own direct sales channels (such as Bókun, BookVisit) are online stores on partner companies’ own websites that enable products to be sold 24 hours a day, regardless of time and place. From the customer’s point of view, buying is easy, quick and effortless. Resale channels (Finnair Now/here, Airbnb Experiences, Hotels.com, Booking.com, Ebookers) also allow cross-selling and wider packaging of products into a single package. Recommendation marketing is important and also a part of direct sales and retail channels. Partner companies should also take into account separate recommendation channels, such as TripAdvisor, in their activities.
Visit Tampere trains and inspires partner companies to use digital direct sales, retail and recommendation channels. In addition, Visit Tampere connects actors and helps to enable cross-selling between the different actors. Visit Tampere will make these direct sales channels even more accessible on its website and social media channels, thus strengthening the customer journey. To be effective, businesses need to have more of their own online stores and to be involved in the appropriate sales channels.
As global direct sales and retail channels become more important, tour operators also play an important role. As individual numbers of tourists increase, leisure tour operators specialise in different group travel products (such as fishing and cycling tourism) and also commercialise the offering to individual visitors. Tours in Finland and the Nordic countries play an important role.
Visit Tampere and Business Finland play a significant role in the tour operator’s work. Visit Tampere and Business Finland meet tour operators at workshops and fairs in the target market. In cooperation with Business Finland, tour operators that sell products to international target groups are invited to the region. Partner companies will be encouraged and urged to take action in the target market. Visit Tampere leads the planning, coordinates the programme and selects companies from the partnership network to be included in the visits. Partner companies, for their part, develop interesting products and services and actively offer their products for the introductory visit. In addition, partner companies are responsible for sales and follow-up.