Marketing Your Property
We're Better Together
Marketing our portfolio is what we do. It is what brings in bookings to your property and drives the lifeblood of our business.
Our substantial marketing budgets allow us to advertise and reach a far and wide-ranging customer base who are looking for what your property has to offer. We use our budget in different ways, over many different platforms, meaning we will cover all bases, ensuring that you receive an excellent level of bookings. Couple these techniques with our ever-growing customer database and we will start to generate you an income of dedicated repeat custom and new-bookers for however long you wish to let for. Our website is open 24/7/365 for booking and we have so many routes to market. Let's take a look...
OTA-Integration and Audience Sharing
We partner with a lot of large OTAs and booking platforms, such as Airbnb, HomeAway and their various websites, Expedia, Booking.com, Holidaylettings.co.uk (from TripAdvisor) to name just a few. We partner with these platforms and recognise that in the current climate for travel booking and the online landscape, these platforms are where we need to be so that we can grab a piece of the audience share.
Why is this important?
We partner with these platforms via a bespoke channel manager. This is the important factor in the mix, as it allows us to manage not just one or a few of these platforms instantaneously, but it allows us a subscription to all of them via one middle management system, which keeps booking calendars up to date by the second, which stops double-booking. Previously, when thinking about holiday letting and wondering which of these platforms you would choose to manage your bookings, you would traditionally always choose just one. With FBM Holidays, you can have them all, as well as everything else we do.
We produce an annual brochure, which is printed each autumn ready for the season ahead and include all properties that have been taken on during that year. Brochures are sent to customers as and when requested, as well as being distributed to high pick-up locations around Pembrokeshire, such as Folly Farm, Tenby Leisure Centre, and we also distribute through other popular tourist attractions throughout the county, and further afield along the M4 corridor. In 2016, we resisted industry pressure to discontinue our brochure but switched to a new style of brochure, encompassing more of a directory style publication, and therefore easier for the consumer to use. The purpose of our brochure is to compoliment the online offering - which will always be the most up-to-date place to see our portfolio properties, and provide a physical offering which many customers still love to use.
FBM Holidays Office
Our FBM Holidays office is centrally located in the heart of Tenby and is open Monday through to Saturday. We have recently rebranded the window making sure we capture the attention of the thousands of people that walk by each day. Customers can pick up brochures from stands that are outside of our office as they pass. Brochures are also available in all of our five Estate Agency branches located throughout the County. We are able to show any prospective clients all of our properties through our website within the office if they so wish before they book.
Magazine, Newspapers and Online Publications
At FBM Holidays we embrace print marketing not only local in Pembrokeshire but also nationally. The marketing team place adverts and editorial in specific newspapers and magazines when we feel that the content and audience are relevant to our brand. Our aim is to place the adverts in front of new and existing customers at key moments when they are primed to consider holiday cottages.
We have been featured in our local newspapers - Western Telegraph and Tenby Observer, WalesOnline and other Pembrokeshire and Wales-orientated publications - and as shortlisted finalists for the Radio Pembrokeshire Business Awards and other regional awards in recent years, we have gained exposure and press from this.
Local Affiliations & Sponsorship
FBM Holidays are keen to support local events throughout the county. Whenever and wherever possible you will see us out and about wearing FBM Holidays branded T-shirts and we are keen where possible to be the main sponsor of local events. Activities and events we are keen to support recently have included the Tenby 10k, the inaugural Caldey Island Race and The Pembrokeshire County Show. We are big supporters of the Ironman Wales and Long Course Weekend events, as well as all smaller triathlon and sporting events. We have been proud sponsors of the Tenby Boxing Day Swim, and provide support for the Tenby Arts Festival and other community projects like Tenby Blues Festival. FBM Holidays remain active in the promotion of our surroundings and whenever possible are happy to contribute to the promotion of events and in any way we can to really put Pembrokeshire on the map and ultimately to bring more visitors to this beautiful county.
FBM Holidays are proud to have been nominated and successful in winning several awards in recent years. Including the Radio Pembrokeshire Business Awards, in 2016 nominated and finalists in two categories, 2015 winners of the eCommerce award, 2014 winner of Customer Service Award, eCommerce in Business and the Gold Award for outstanding Business Practice and winner of the Pembrokeshire Tourism Award for Best Marketing Campaign amongst many other nominations.
More recently, we have been nominated for the National Business Awards in the Small Business category and the eCommerce Awards under several categories, as well as the prestigious West Wales Business Awards.
Website & Email Marketing
The web is the best medium to connect with the UK and international customers and is a brilliant way to connect with customers to book their holiday, share holiday experiences, provide information on entertainment, and what happens in Pembrokeshire and Wales.
FBM Holidays launched the current website in 2015 months ago and is continuously evolving the product. We have a very strong web presence, which is the main source of bookings for our owners. Our website traffic continues to grow as we continually optimise and reformat the site for booking conversions. Our website is responsive to any browser so that no customer is excluded, and booking process is mobile and tablet friendly.
The web team utilises the very latest online marketing techniques, with a few examples of such being Google AdWords, affiliate marketing, Bing Ads, to ensure we are competing with the likes of national companies such as Sykes, Hoseasons and other local agencies. We even tailor our SEO efforts to compete locally with the likes of Airbnb and Booking.com, so we can rank higher organically than these sites, and use them to complete a 'full circle' approach to the largest platforms on the web.
On a frequent basis, we keep in touch with all our new and regular customers via online newsletters, and we have a captive audience of around 100,000 opted-in contacts who receive our emails. Here we can promote specials offer, possible buy new properties, events and things to do in Pembrokeshire and generally promote our holiday portfolio around all key times of the year. We love to write blogs and the marketing team welcome blog writers from other businesses to be featured on our interactive website and across all social media platforms.
FBM Holidays believe that social media is an invaluable tool for marketing all aspects of the business, from reaching our customers and owners with special offers, to brand awareness, customer support, sharing local news, promoting events happening in the area, and telling the world how wonderful Pembrokeshire is. We have a large following on Facebook and Twitter and use these sources to engage and interact with our followers. Instagram , Pinterest, Google+and Linkedin are other social media sites that FBM Holidays have a high presence on. We would ask all of our customers and owners to follow us on the streams and help spread the word on Pembrokeshire and what a special part of the world it is. On these platforms, we offer a valuable and further dimension to our marketing.
Media packages are available through FBM Holidays. We partner with a host of regional and local businesses that all offer an outstanding service that can really help boost your bookings, and because of our relationships with these suppliers, we can organise these services at a highly discounted rated.
For more information on our media packages and tailored property services that all help with marketing, CLICK HERE.