Micro moments are game changers for both your visitors and your community.
Micro moments tie into experiential travel, and that is exactly what people are looking for today.
According to Google’s post about them, micro moments include those times when people are thinking:
I want to know
I want to go
I want to do
I want to buy.
Google explains further….
“Micro moments occur when people reflexively turn to a device – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
To put this into perspective, think about how many times you pull out your phone to look for answers to questions you have. Pretty often, right? When you do that, you’re having a micro moment.
How can your destination, attraction, or hotel be front-and-center when those moments happen?
When we think about marketing in terms of micro moments, we should be thinking about how we can tell our “stories” in bite-size pieces so visitors can quickly “see” and absorb them, either via visuals or in their imaginations. We talked about storytelling many moons ago in this post about stretching your marketing skills:
“Stories are the most important thing in the world. Without stories, we wouldn’t be human beings at all.” Philip Pullman
So how do you create and highlight micro moments for your visitors and your community?
Spread visitor micro moments via social advocacy
You want to be in front of the friends and families of those who visit your area. We all know that word of mouth referrals are paramount when it comes to marketing. Make it easy for people to create their own micro moments to share with their connections via social media.
A great way to do this is by making sure WiFi is available in your community.
If you want people to talk about you online, make it easy for them to get online.
Lake Arrowhead Village in Southern California makes sure their visitors know they have WiFi by posting it right on the homepage of their website. They want visitors to know that they can make and share their own micro moments easily at this particular destination.
Food is an easy micro moment
Trailblazing the micro moment idea of marketing was the highlighting of the food and beverage industry.
From the early days of Foodspotting to the evolution of showcasing meals on Instagram, food is one of the original ways to share a micro moment. Are your restaurant and food specialty partners sharing such moments from their establishments? You might think about adding ideas of how they can do that to your next newsletter, or highlight it at your next partner meeting.
Something to keep in mind, though – to make the most of the moment, you should include something that reflects characteristics of the business in addition to a shot of the food and/or drink.
A good example of this comes from Facebook Page for The Turtle Beach Bar & Grille at Lake Havasu, Arizona. They consistently show off the views and reasons to dine at that restaurant at the same time that they show off their food ~
Bonus tip – if you want to share monthly marketing ideas with your restaurant partners, send them to RestaurantNews.com where they’ll find a posted list of “national days” each month.
Partner businesses can capture micro moments by seeing themselves with fresh eyes
A look into the “back of the house,” a short Facebook Live video showing what’s happening at an event, a photo of a nicely decorated seasonal window in your downtown….the opportunities to create micro moments are endless.
Walk around your destination and look at it through the eyes of a tourist. What is that interesting building? Is there a story about the artists who made the eye-catching mural downtown? Why does the sandwich at the diner have such a funny name? Where is that unique pottery made?
The things that pique your interest are ideal candidates for micro moments, and they can then become integrated into your marketing program.
Here is a good Instagram example from Canadian fitness studio oranjfitness, showing what they can do for someone shopping at their studio ~
To wrap this up, Google provided the following stats to back up the importance of micro moments:
- 69% of leisure travelers who are smartphone users search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.
- 91% of smartphone users look up information on their smartphones while in the middle of a task.
- 82% of smartphone users consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
- Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.
Google emphasizes that “the successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers’ needs in these micro-moments.”
So how are you using micro moments in your marketing? Take a minute and share with us your thoughts and ideas down in the comments, so we can all benefit from each other’s successes!
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This is the photo of an MMGY slide that was included in the tweet: