Blog Header
The Insights Blog

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

5 Things to Learn from Island Marketing

I have a few days off and am in sunny Cancun until next Monday. Though Cancun may not officially be an island, there are several things that I noticed in common among every trip to an island or resort area that I have the chance to take – including this one. It seems the rules for island marketing are unique, but common across countries and cultures. Here are just a few things I found interesting about island marketing that I will be taking home and considering as I plan new campaigns and efforts for clients:

  1. Own the category – no matter how small. On an island or in a remote place, the easiest way to stand out is to do something that no one else does. Having your own niche as the only underwater tour operator that teaches basket weaving may not be interesting for everyone, but at least you will stand out in a sea of sameness.
  2. Pay later, take it now. The guys walking along the beach selling necklaces and other trinkets have only a moment to capture your attention. Yet most beachgoers stay here at the resort for a week or more tend to stay in the same location and visit the same beach everyday. Giving them the product today and letting them pay later ensures you complete the sale and do not miss your chance.
  3. Be the first to ask and do not let go. Anyone who has visited a resort town will be familiar with the phenomenon on fhe persistent salesperson who first asks you to buy something and follows you along until they can finish the sale. It is like spam, but in real life. Yet the difference is that if you are seeking a service, or willing to buy, the first person to ask will usually close the deal. And if you aren’t, hopefully they are smart enough to get the cue and move on.
  4. Integrate with hotels and get exclusivity. In a city where most tourists are coming in on “all inclusive” packages, the hotels the the rulers of the itinerary. For most, they will book their tour packages and organize other services through the hotel. The businesses that have arrangements with the hotels are often the only ones that get called, creating a sort of monopoly that drives commerce on islands. Sound a little like Google to anyone?
  5. Offer the full package. Following from the comment about the all-inclusive packages above, most services here are offered with everything you need. If you book a snorkeling tour, you get the snorkels, equipment, lunch and transfers by bus from your hotel. Contrast that experience with that of purchasing consumer electronics or toys where accessories, batteries and required cords are often sold separately.

4 thoughts on “5 Things to Learn from Island Marketing”

  1. In relation to Google, it is trying to be like the whole Island 🙂 I am thinking about the full package rule. Is it not a dangerous to try to be everything for a potential customer with the same brand? What do you think about it?

    Reply
  2. I’ve always wanted to go to Island.Many people think that this is not the right place for vacations as it’s not so warm but I prefer it.The all inclusive packages are great and there some really beautiful resorts I would like to visit very much.

    Reply

Leave a Comment

Vector Smart Object

About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

Rohit Bhargava About (1)

Speaking

Do you need a speaker that can help your audience be more innovative and anticipate the future?

For more than a decade, Rohit Bhargava has been inspiring audiences at NASA, Disney, Schwab, Microsoft, SXSW, Coca-Cola and hundreds of other clients with his signature non-obvious keynote presentations. He is a master at weaving recent stories into his talks in a way that helps audiences better understand the world today, while also preparing to lead the future.

Non Obvious Insights
Layer 97
Non Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

Books

#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message