Easter time would have normally been a very busy start to the trading season for holiday parks. Clearly things will be very different this year as we are urged to stay at home. As we work closely with a number of clients in the holiday park sector, we wanted to share some advice on social media messaging to engage with customers during this uncertain time.
Many of your customers will be itching to get back to normal and return to your parks. However, with the travel restrictions in place Facebook, Instagram, Twitter and your emails are taking on an entirely new role – an important escape from the reality of the current situation, a way to interact with family, friends and loved ones, and a source of information that is constantly updated with the latest information.
It is important that you use your e-shots and social media presence to reach out to your followers and connect to them with the right kind of message when they need it the most.
Here are some suggestions for the kind of posts holiday parks can use during the pandemic, on the run up to Easter.
Stay at Home / Come back later
It is crucial that you continue to reinforce the message to your customers that they must stay at home.
#StayAtHome
#ComeBackLater
#StayAtHomeSavesLives
Reassure
This is the time that your audience need you the most, so you need to be there for them.
Reassure your customers that you are responding to the ever-changing climate with frequent updates. Show them that you miss them!
DON’T stop posting social media updates or sending emails, even though your park is temporarily closed. Customers will want to know how you are doing.
Here’s a great example of how one holiday park is sending out the right message:
Review your messaging
Many of you have spent months and even years developing a level of trust with your followers, take care with what you post (or respond to a review).
It is a marathon NOT a sprint.
If you have any doubts about the content that you currently have scheduled, pause or put on hold until you a get a second opinion. If you’re still unsure about the content, play it safe and pause it – you can always post once the situation improves.
Your Brand Counts
Your focus will no doubt be on maintaining revenue during this time, but it is also important to think how you can engage with your local community and show how you can help in this crisis.
There have been many holiday parks doing this already during the Coronavirus outbreak – and these should be applauded.
If there’s ever been a time to stand by your brand values and show your customers and local community what it means to be a part of your brand, the time is now.
Time to get creative
Think of your audience as the core of all your social campaigns, they can help elevate awareness for your park and share your messages.
What content can you produce which will keep them engaged with your brand? How can you make the most of the type of demand you’re experiencing?
How can you remind them that they can still enjoy the outdoors from the comfort of their own home, garden or driveway!
- Show them regular pictures of your park, the maintenance work that you are still doing
- Record a short video piece to camera a couple of times a week
- Share some Virtual Tours – a video tour around the park / the beautiful sunrise or sunset
- Run a quiz night on Zoom
We have seen some great examples last week of people staying in their caravans on their drives for the NHS Campout – how can you cultivate things like that?
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