We have been set a challenge in the name of engagement. An Icelandic holiday company, Icelandic Farm Holidays, approached us and asked to find 100 British people who have been to Iceland in the last 18 months, who stayed outside the capital Reykjavik. The aim is get feedback from tourists about their travels to Iceland, so they can market and engage more effectively directly to those who would relish the idea of exploring rural Iceland. And the challenge felt like a fun one, so we took it on.
So, how do you find 100 adventurous Brits who have visited and stayed in the far reaches of Iceland?
This has had us thinking, a lot. Using the methodology that we’ve developed for crowdfunding to create our social media campaign we realised that there was one big gap. Where we would usually use a network asset map to establish connections from the crowdfund owners, we are trying to find people that our client doesn’t know and hasn’t yet met. By cracking this, we will be able to help crowdfunds to extend their reach quicker outwith their friends and family.
We want to be as transparent and authentic as possible as our client is offering truly authentic Icelandic experiences throughout rural areas with real Icelandic people. Getting back on their feet after the financial crisis has been tough for Iceland, and tourism is one industry that can really help.
There is a plethora of forms of online communication. We have Twitter, Facebook, Google+, Instagram, Pinterest and Reddit- and then we have the more traditional forms such as email and telephone. Each tool reaches out to a different type of person in a different way. And we have to think about tone of voice, content and ultimately ‘conversion’ – in this case completing a survey, the ‘reward’ being a chance to win 4 nights for 2 accommodation in a rural location.
So the search is on. Oh, and if you know of anybody who has been to Iceland in the last 18 months and stayed outwith Reykjavik send them to this link!