When it comes to Las Vegas, what locals expect to experience and what tourists want to experience can be vastly different. For example, tourists might often look for one-of-a-kind, “Vegas-sized” or “over the top” dining, shows, attractions, and shopping experiences. Locals, on the other hand, are interested in what’s new, “best-kept secrets,” easy access and free parking, discounts and/or special offers. Make sure that each audience segment receives the appropriate experience they desire.
Creating a story for your target audience is important to your overall marketing strategy. The story you create for a local customer and the story created for visitors should reflect the differences in the experience you want to present to each. Use targeted content, images, and videos to tell different stories to each audience to help attract them to your business. For social media, that content may include recipes, videos, relevant news, and events or industry information to tell the story on your social channels. For advertising, the call to action should reflect the story.
Because it’s important to advertise to locals and visitors differently, you will need to create budgets that reflect the different marketing costs. First, assess the revenue from each of these audiences, and then adjust the marketing budget to allocate resources to most efficiently reach customers where they are. While there is obviously value in both locals and tourists, it is not recommended to consider them equal. Return on investment should always be a factor.