The 2016 Tour de Yorkshire brought over 2 million spectators and a boost of £60 million to the region’s economy.
This year, the race will be start on 28th April in Bridlington and visit North, East, South & West Yorkshire before finishing on 30th April in Fox Valley.
With this year’s tour set to be bigger and better, how can local businesses capitalise on the added people and pounds in the area in the run-up, during and after the 3 day cycling extravaganza?
We’ve rounded up our top marketing tips for ensuring success!
- Familiarise Yourself – Welcome To Yorkshire have a dedicated website for the Tour, where they have news for spectators and visitors, release dates and routes and logistical information like road closures. Take an hour or so to get familiar with what will be happening over the 3 days.http://letour.yorkshire.com/
- Visit a Roadshow – The Tour organisers are hosting several roadshows over the next few weeks for local businesses and organisations to attend. They’ll be answering questions about everything that’s happening in the local area during the Tour. http://letour.yorkshire.com/2017/roadshows
- Get social! – Social media was used by organisers, participants, businesses and spectators last year to share news, research visits, book restaurants and accommodation….Make sure you use the official #TDY hashtag and tag @letouryorkshire in any posts about the event!
- Improve your SEO – if you offer accommodation or restaurant tables in and around the routes for the Tour, expect lot’s of bookings! Whilst there will be a lot more tourists to go around, competition will be high, so you want to make sure you business ranks highly when people search for “restaurants in Skipton”, “accommodation in Yorkshire”, “tour de yorkshire hotel” etc.
- Resource right – you might want to extend your opening hours or hire extra staff during the weekend to meet demand. Put your plans in place now, and advertise them on your website and social media channels before and during the event.
- Collect subscribers during the long weekend – if you sell online or can deliver your products anywhere, email marketing is one of the most effective marketing activities you can do to support sales. You will want to take advantage of the boost in foot traffic around the area to get more subscribers to your email newsletters. Need some help with email marketing? Get in touch!
- Think long-term – Yorkshire is now known as a great cycling destination, so if your business offers products or services that could be used by visiting cycling groups, build a relationship with them before and during the Tour which can then be used in the future. If you offer accommodation, you might want to build a landing page on your website about being a “cycling friendly hotel”. If you need help with updating your website or social media profiles, we can help!
- Don’t Go Overboard – If you tweet every hour using the #TDY hashtag with irrelevant information, you’ll only annoy people! Spectators are there for the cycling (for the most part), so don’t spam their timelines with non-tour related content.
- Ask yourself why? – If you don’t have anything interesting, useful or fun to offer the visitors and tourists in the region for the Tour, don’t waste your resources! Why spend time or money on marketing around the Tour when you could spend it on specific, targeted marketing campaigns that will bring you a return on your investment.
It’s great that our region is once again hosting the Tour de Yorkshire again in 2017, if you want to have a chat about how your business can take advantage of the event, get in touch!