— ATTENTION: Tourism Business owners who STILL struggle with filling their calendar with bookings for their businesses —
Get on the fast-track to creating your first highly-profitable & predictable Marketing Strategy.
How You Can Use My Tried-&-tested “Growth Road Map” To Scale Your Tourism Business Predictably With 30-50% Growth In Direct Bookings In The First Year…
…and how this tested approach can generate a 300%+ ROI(More on that later in this letter).
Dear Tourism Business Owner,Let me ask you an honest question:If I could show you how to predictably get bookings & ticket sales, every single week, would you be interested?How about if I gave you access to a road map that is so effective that if you were to give it to another agency to execute, they would know exactly what to do and still give you the same results?What if I could show you how to create a reliable system that you can implement to generate as many direct bookings as you want, day-in and day-out, just like this:
This is a screenshot of a tour booking calendar from our clients… It shows that all days except one have bookings, and this isa month in their off season.See, our Growth Road Map is a comprehensive, marketing strategy that charts your best path to achieve predictable growth in inquiries, bookings and ticket salesYou’ll feel like you can finally plan for your future because you know what your sales numbers will be year after year! AND the consistent growth will give your team new energy because they know their future is safe and secure. When you have something as accurate and as reliable as our Growth Road Map, business becomes fun again!
FIRST: With everything you’ve put into your business so far,isn’t it time you actually have a business you can be proud of?
See, the problem is that up until now, you never had access to a clear marketing strategy that ACCURATELY predicted your business growth over the horizon. Instead, you suffered from random acts of marketing, resulting in: Wasted time…Missed opportunities…And unpredictable results.Since, most marketing companies sell you marketing strategies using their favorite tactics for increasing ad impressions or website traffic. They almost never focus on real business metrics like sales and bottom line PROFIT.With all of the time…The effort…And the dollars you’ve invested in your:Advertising…Your website…Agencies…Freelancers…And that one time, your own Facebook Ads. You DESERVE the payoff.You deserve to know EXACTLY how to make perfect use of your time and your energy – to wake up every morning to a steady stream of direct bookings from your ideal customers.You deserve to actually have the bulk of the work DONE FOR YOU, instead of being given vague guidelines that you can’t figure out how to apply.You deserve to actually feel like you’re building your legacy…Helping people who need it most…And creating the kind of financial freedom that allows you to work when you want, how you want, and where you want.In a moment, I’ll show you exactly how we (as Improve & Grow) can FINALLY tip the scales back in your favor.But first, let me teach you something nobody else will…
You Actually Need A Road Map That Focuses On Marketing As A Tool To Grow Your Businesses Instead Of Obsessing Over Internet Fads And Vanity Metrics.
The reason you are being introduced to this Growth Road Map today is because the principles used to predict and drive growth DO NOT come from the marketing arena. They come from a process improvement methodology used by many of the largest corporations in the world – Lean Six Sigma.Improve & Grow is unique in that we use data and process driven principles to drive all marketing decisions so you get predictable growth and have an easier life as a tourism business owner.Our Growth Road Map uses:
- Market research – Because we have to start by understanding your ideal customer before we can sell effectively to them… At this point, we’re just trying to avoid “selling burgers to vegans.”
- Competitive intelligence – As we need to understand the role other players in the market take as it relates to your business.
- Industry benchmarks – Also, we need to know what our KPI data means relative to industry benchmarks, to make more informed decisions.
To pinpoint your current location in the market and identify future growth opportunitiesThe next step of the Growth Road Map involves:
- Studying your web analytics
- Analyzing your current website
- Assessing your overall online presence
To identify what changes are needed to take advantage of the opportunities we uncoverFinally, we use what we learn to build your Growth Road Map, which includes the:
- Specific Growth Strategy
- Phased Implementation Plan
- Detailed projections for business impacts
So that you can make an informed decision on what and where to invest in marketing and exactly what results you can expect to achieveAs a result you’re able to see the most important statistic for your business over the next 3 years:
Combining the principles of Lean Six Sigma with high impact marketing provides the formula to create predictable business growth.True marketing success requires a holistic approach involving rigorous analysis and continual testing.
Putting your hopes into a single marketing campaign based on the latest marketing fad or advice of internet gurusSo, if you are a tourism business owner who wants to grow their bookings, inquiries and ticket sales, then you might already be asking…
“Why should I be interested in developing this “Growth Road Map”?Well… Because the Growth Road Map is the only way for tourism businesses to find the best digital marketing strategy to achieve their growth goals while accurately predicting the impact on the PROFIT of their business.But before we go into that…
Who The Heck Am I To Tell You ALL Of This?
Hey there!My name’s Carl Lefever, the Founder & President of Improve & Grow.Before we became the go-to digital marketing agency for businesses … I spent 15 years in Corporate America, where I worked as a consultant for several large corporations. My main job was to increase their PROFIT through the “Lean Six Sigma” methodology.
Because it’s the proven methodology that helped me grow the revenues of large corporations by improving their sales and marketing processes. These companies had a hard time predicting their PROFIT because they didn’t have control of their topline sales revenue.I was called in to bring the operational discipline and scientific approach of Lean Six Sigma and apply it to sales and marketing processes.Through that work I learned how to distill complex business problems into specific, defined focus areas. I learned to break down any process into its key steps and to use data to study those processes and find improvement opportunities. I also learned how to implement those ideas and prove that they worked. I was particularly skilled in tying those results to financial metrics, enabling me to justify investments by proving the ROI with hard data.I started Improve & Grow in 2013 as a side-business to help friends and colleagues with small businesses achieve the same kind of results and it quickly turned into a full-time gig. As I helped more companies, I found each had a very common situation:
- They offered a great experience that sold itself when their target audience heard of it,
- But they did not have dedicated staff or proven systems for marketing to their target audience,
- And they had small marketing budgets where every dollar had to provide a reliable return
So, I set out to find measurable marketing approaches that could provide predictable sales with a profitable return so that I could offer my clients a reliable solution In this search, I came to the conclusion that digital marketing was the best solution, because:
- It had the fastest growth marketing channels
- Digital marketing tactics are highly measurable
- It was easy to tie digital results to actual sales
- My clients could start small and scale up
This led me to focus on learning and mastering digital marketing. Which was exciting because I could apply my skills of data analysis and process improvement in a way where the results were directly measurable…And I could very easily demonstrate return on investment. We quickly grew from a part-time hobby in 2013 to a full-time business serving clients across the US. We have a full team of highly skilled digital marketers that are all passionate about helping our clients businesses grow.We have proven our approach through our work with over 100 companies. And our clients love our work – they stay for years, while other agencies churn through clients every 3 to 6 months…Our clients leave 5 star reviews AND are willing to let us document their case studies and share them publicly, a few of which you will see later…
And On That Note,You’re Really Not Here To Hear About Me…You’re Here To See The Results That I Can Provide For You!
So, let’s talk about that…Our best performing clients are typically companies that have been in business for 3+ years that offer unique experiences and have a good reputation in the marketplace.We like to call these “established businesses.”And typically, most of their current growth comes from just doing a great job for their clients and getting word of mouth referrals.But, they come to us because they’re at a point where that’s not good enough anymore. For a variety of reasons, they need to create more predictable revenue streams.The keyword there being “PREDICTABLE!”Because WE actually don’t even consider ourselves Marketer’s…Now, don’t get me wrong, we are a Digital Marketing Agency, and we are good at what we do…But!We’re more like a “Business Growth Agency,” that just so happens to use digital marketing as the prefered tool to grow our clients’ businesses.Which means instead of pitching you a variety of digital marketing tactics to consider, we look at your business holistically & help you figure out the best way to grow your PROFIT with improved marketing.This is important, because without facts and data to guide them, most tourism companies just “figure it out as they go” and wind up with a marketing strategy that feels more like “random acts of marketing”Maybe you have someone in the office sending a monthly email newsletter…Or a college intern doing some social media posts…Maybe you recently commissioned a local freelancer to build a new website…Or bought an “SEO Package” from some online agency you rarely hear from…And you are probably doing some combination of any of the following:
- Printing and distributing brochures
- Running ads in your local newspaper
- Purchasing spots on local radio stations
- Paying for dues with your local DMO
- Paying commissions for bookings thru OTAs
By the way, none of the tactics we just listed are inherently wrong. In fact, you may have experienced growth from one or more of those tactics…But the problem is one or more of these tactics may not work…And even when they do, if you are measuring things closely and accurately, you don’t know which did or didn’t, so you’re lost as to what to stop or continue next year The fact is, a good marketing strategy is much deeper than just doing ‘whatever it takes to get more bookings…’Of course growing your bookings is important, but what you really want is predictable growth, which is why we want to help you avoid…RANDOM ACTS OF MARKETING!i.e. marketing that feels like a guess and relies on hope. You can think of it as the antithesis to the mantra of “figure it out as we go”.Because what most businesses owners do when they are just getting started, but that’s not a formula for long term successAnd so, instead of thinking as you go & ending up with a “random acts of marketing” strategy that hurts you in the long term, We remove all the guessing and make your business growth predictable by supplying you with a Growth Road Map that shows you exactly what marketing tactics to use…How much to spend…And what results to expect, so that you can invest with confidenceIt’s the only method we know of that takes into account not just the metrics typically associated with marketing tactics, such as ad impressions or website traffic,But also projects how many bookings, how much revenue and most importantly, the bottom line impact to the PROFIT your business makes each year.So, you can feel confident that you know where you are going and have assurance that the business will survive and thrive, even in the midst of harsh conditionsAnd ultimately sleep better at night knowing your team and family will be taken care of for the future. The “Growth Road Map” was derived from my background as a Lean Six Sigma consultant, where every decision was justified with data and every action verified by actual results. In fact, if the plan we created didn’t show the business owner OR the manager that it was actually going to make them money…Then, we just couldn’t do it!How’s that for transparency.While other marketing strategies are heavy on proposed tactics (what) and light on the justification (why), your “Growth Road Map” will show you exactly what to do, why to do it and what to expect when it’s done.This gives you a full, easy-to-understand picture of what your next 3 years will look like and what it will take to get there. Which means you won’t have to wonder whether or not you’re making money, month over month, year over year.Which will free you up to enjoy a more stable lifestyle as a business owner.Just imagine telling your family that business is no longer going to be a roller coaster… Now, for what we’ve all been waiting for…
LET’S TAKE A LOOK AT A FEW OF OUR CASE STUDIES!
1. Strasburg Scooters –A Guided Scooter Tour Company That Wanted To Increase Their Tour Bookings…
Strasburg Scooters offers guided tours of Lancaster’s Amish Country on 2- or 3-wheel scooters… This allows visitors an up-close and personal experience of the beautiful countryside. We helped Strasburg Scooters grow their bookings by optimizing their tour landing pages to increase conversion rates,and driving qualified traffic to their website thru search engine optimization and paid ad campaigns on Google and Facebook
Growth Road Map:Our first step was to conduct a Growth Road Map project to develop a comprehensive digital marketing strategy backed by in-depth market research and competitive benchmarks. Build Phase:Our second step was to focus on improving their current website’s conversion rate by implementing several key enhancements to the header, footer, homepage, and Tour landing pages. We also developed organic search engine optimization (SEO) and pay-per-click (PPC) search campaigns to help drive more qualified traffic from users that were searching for things to do in Google and other search engines. Improve Phase:We then launched the new SEO and PPC campaigns in conjunction with the improved website. Over the next few months, we worked to refine and optimize the search ad campaigns based on their performance. We also executed various on-site and off-site SEO tactics to begin increasing organic search rankings for important keywords. Marc(the owner) immediately noticed an increase in bookings and ultimately closed that season with a 30% increase in revenue.Growth Phase:Once the foundational SEO and PPC campaigns were “dialed in” we began to work on incremental improvement opportunities including optimizing various aspects of the website, developing blog articles to attract more search traffic, conducting outreach to gain backlinks from local and industry websites, and developed a multi-step Facebook Ad campaign to develop awareness within the target audience and remarket to users that had visited the website that had not yet made a booking. At the close of our second season working together, Marc’s business had grown by another 48% from the prior year.This is even more impressive when considering that the second year included a 2.5 month shutdown in the middle of the season due to the COVID-19 pandemic.
After working together for two years, Strasburg Scooters saw a 73% increase in seasonal website traffic and a 98% increase in annual website revenue. An important key to these incredible results was our shared focus on making changes that would increase bookings versus just implementing specific marketing tactics. This meant our team was constantly evaluating the performance and adjusting our approach, including pausing underperforming campaigns, and developing new campaigns to capture new opportunities.
Here’s what the client had to say: “I run a scooter tour business in Lancaster, PA. We were looking for an agency that could help us generate more bookings from our website. Improve & Grow didn’t just offer us a standard SEO package, they helped us develop a comprehensive digital marketing strategy with all of the numbers to back it up. In our first year, we grew by over 30%, and we are already crushing last year’s sales, despite a 2 1/2-month shutdown due to COVID-19! The team is very responsive and fun to work with.”
~ Marc Crusemire, owner of Strasburg Scooters
2. Cavod Theatre –A performing arts venue that wanted to increase their ticket sales.
Cavod Theatre, a division of Cavod Academy of the Arts, is a non-profit performing arts academy, providing positive and uplifting theatre performances in Lancaster County, PA. The live theatre is a family-centered organization, offering students a creative and inspirational atmosphere to succeed. We helped Cavod Theatre grow its visibility in the region through a redesigned, mobile-friendly website with online ticket sales, search engine marketing, as well as local PR and advertising.
What was their core Challenge?
Cavod Theatre had a positive reputation in the Lancaster community. However, they were struggling to increase visibility in the surrounding region. The company’s website used an outdated web platform, making updates difficult. The existing website offered limited analytics and other tracking capabilities & without a sound marketing strategy or analytics, it was difficult to tell what was working and what wasn’t. And after hearing about another local business’s success, Cavod Theatre turned to Improve & Grow.
What was our solution to this problem?
Well, we conducted interviews with the team at Cavod Theatre to understand their strengths and weaknesses, as well as the market and competition. We got to work defining actionable goals and documenting a marketing strategy. Together, we focused their efforts on specific marketing channels: the website, search engine optimization, paid search advertising, social media, and local public relations. So, we redesigned the company’s website to offer a customized, user-friendly mobile experience. Now optimized for search engines, the new website provides users with a browsable online catalog of classes, online class registration for students, and online ticket sales for the community. Our team also implemented web analytics to measure the results of their marketing campaigns. We helped Cavod Theatre obtain a search advertising grant from Google. As a non-profit, the unique opportunity allowed them to share the appreciation of performing arts with a broader community and positively impact a greater audience.
What were the results of this campaign?
Through its collaboration with us, Cavod Theatre saw a 61% increase in traffic to the website and an 80% improvement in online ticket sales.As a result of the significant business and financial growth, Cavod Theatre was able to add new staff members and increase the number of performances offered. Their fresh approach to marketing now generates a vital source of income to support the performing arts academy.
Here’s what Connie Dienner, founder and director of the Cavod Academy of the Arts, had to say about the partnership:“ I absolutely love Carl and his team at Improve and Grow! They go above and beyond, to work with your business needs to matter your size. They have helped us take steps within our budget, and set goals we can achieve. We have seen tremendous growth since working with them, and continue to strategize with them for the future! A huge thank you to Carl for working with us, and helping us to understand our market and business!”
~ Connie Dienner, founder and director of the Cavod Academy of the Arts
3. Refreshing Mountain Retreat and Adventure Center wanted an Increase in Group Retreat Inquiries
What began as a rundown horse camp for local children in 1983, the Harnish family transformed into Refreshing Mountain Retreat and Adventure Center, a thriving group retreat center in Lancaster, Pa. To further sustain and expand their retreats business segment, they knew they needed a forward-looking approach. By implementing internet marketing services, like website optimization, paid advertising, and content marketing, their web traffic, and qualified leads exponentially increased.
What challenges did they have?
Refreshing Mountain grew in large part due to a strong foundation of positive word of mouth referrals. The retreats were suffering vacancies during the week and off-season and the company was losing a fair number of visits due to availability and price.Refreshing Mountain needed to get better-qualified leads, increase their online market share, and improve their online conversation rate. While the company saw some successes with paid ads and website enhancements, their team wasn’t sure what to do next.
Our solution to their challenges:
We began by performing a full review of Refreshing Mountain and the company’s goals. We studied the industry, their website, target audience, and customer experience. We also evaluated the company’s performance history by looking at each marketing channel. Using all the data gathered, we developed a comprehensive Digital Marketing Strategy. A “Growth Road Map”We redesigned critical landing pages for the retreats business segment and created supporting website content.Each web page received conversion tracking, and this tracking allowed Refreshing Mountain to monitor contact form fills, phone call inquiries, and purchases. We then developed new website features to improve usability and increase web searches:E.g. Being a digital pricing tool, which estimates the retreat cost based on group size and availability.Other well-received, targeted marketing efforts we implemented included:
- Email nurturing campaign with emails highlighting important factors in retreat planning
- Two retreat planning eBooks about planning and managing a retreat as a part-time volunteer
- Combined paid and organic search marketing, moving Refreshing Mountain to a top search competitor in their region and surrounding states
The Results we achieved:
Over the last five years, Refreshing Mountain more than doubled growth and revenue for the retreats business segment. The new retreats section of the website saw a 351% improvement in traffic, meaning more people are finding the page through key search terms. There was a 544% increase in new websiteleads and a 256% increase in qualified retreat inquiries. The company also saw fewer issues due to pricing and filled most of the vacancies in the retreat schedule. At one point, Refreshing Mountain was a three-month-a-year business. Now, December is the only month they consider slow, and they have a long summer waiting list.
Here is what Harnish has to say about the success of the campaign:“I have worked with Improve & Grow over the past 4 years. Before that, I worked with 2 other SEOs that over-promised and under-delivered. Not so with Carl. He has taken the time to understand our goals, study our market, and guide us toward being well positioned in every respect.”
Why do most clients choose us over other Agencies?
Because other agencies cannot produce something like this:
This is a 42 page document that’s going to predict your business growth over the next 3 years… With very high accuracy.This is a lot of labor hours, strategic thinking, cost-analysis & we literally figure out for you, everything that you need to do in order for you to get the results that you want.Like this:
Just imagine for a second… That your business now has these kinds of projected results.Imagine knowing how much estimated profit you’re going to have at the end of year 1,2 & 3.Imagine knowing all the variable costs that are going to come with creating a Growth Road Map like this.*Imagine your business having this much predictability!Anyway, at the end of the day, is this a Growth plan?Absolutely!Will it help you predict where you’re going to be in the next few years?Of course!But, the true value in this 42 page road map is in the predictability & security of your business going forward.This is why other people choose us over someone else!
Who This Is Not For
If you’ve been in the game for a while and you have a funnel that’s working well for you using digital marketing, you might pick up a thing or two (and get a hugely positive ROI on your investment) but this probably isn’t the best use of your time.You’d probably be better off getting in touch with me personally so we can work outside of this presentation and figure out exactly what would be best in your situation.
If you enjoy the roller coaster of having unpredictable bookings and you like doing things “on the fly” then this probably isn’t for you.If you are gearing up to sell your business within the next 6 months and just need a quick boost to help your numbers, then this probably is not for you either. If you want a “get rich quick” Marketing Strategy that doesn’t require any investment & hard work, then this is REALLY not for you.For everyone else, this Game plan can go a long way.
Who is this for
An owner/operator of an established tourism business that offers a unique experience:
- Outdoor activities
- Guided tours
- Performing arts venues
- Luxury bed and breakfasts
- Overnight retreat centers etc.
Your business has an annual revenue of at least $500,000AND you’re looking to grow by 30-50% or more over the next year.
What You’ll GetWhen you Apply Today
First, we will have a free (NO OBLIGATION) 45-minute discovery call. This call is strictly a discovery call….We interview you to learn about the experience you offer, what your current performance is like, your future growth goals & your key challenges. We also figure out together if our approach is a good fit for your businessIf it makes sense, then we send you a proposal to develop your Growth Road Map. We also share a complete example of a Growth Road Map so that you get a full picture of what you will be receiving for your business.
So, what do you have to lose if you don’t take this opportunity today?
I hate to be the bearer of bad news, but let’s be real here… If you don’t find a reliable strategy to predictably rake in customers by the truckload (especially after a pandemic like COVID) you could literally lose your business this year.This could be the most important call you make this year so, if you want to take advantage of this offer, act now while we still have time available – We only work with 1-2 new clients per month so that we can focus on giving each of our customers’ business the focus and attention they deserve so that they can hit their growth goals
Click Below Now To “Schedule A Discovery Call With Improve & Grow!”
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