According to Campingnavigator, the Dutch company specializing in the online promotion of camping and glamping, the creation of authentic and distinctive content is an aspect on which it is worth concentrating and focusing. Indeed, this approach has been at the heart of the company’s strategy since its foundation in 1983. “Content, content, content”, says Peter Doornekamp, owner of Campingnavigator, when asked what his three focal points for effective promotion of campsites are.
It is a brief but clear summary of the philosophy that the Dutchman has been pursuing within Campingnavigator since 2006. “I am convinced that every company that wants to work effectively online must invest in its history. This lends attention, drives marketing, and creates a foundational identity from which other activities in the customer journey can be built.”
“Most of our customers know that the journey consists of several steps,” continues Doornekamp. “But the main focus tends to be concentrated on the booking, while I like to make it clear that a very important role lies in the preliminary phase as well. This deserves at least as much attention! Branding, monitoring and enhancing the brand, strengthening SEO positions and practicing link building are aspects that are ultimately of particular importance for the final conversion. This applies to both large and smaller campsites”.
The importance of differentiating
In carrying out its activities, the Campingnavigator team increasingly encounters the same problem: many campsites compete with their counterparts in terms of products and present similar texts and images. “More and more is invested in the structure and services of a campsite or village,” says Doornekamp. “Accommodations are becoming more and more luxurious, swimming pools are transformed into incredible water parks, the level of restaurants is constantly improving. But this makes it very difficult to differentiate at product level. Marketing practice thus becomes too often a little too uniform. That is where the narrative element assumes more and more importance, because it is otherwise difficult to achieve this result of differentiation. You have to be really creative. The question, therefore, becomes: what do you have to tell?”.
It is a challenge not only for Campingnavigator, but for online camping marketing in general in the coming years, says Doornekamp, who reveals some guidelines that can help: “We have a first example in terms of content with the launch of our thematic guides. They will focus on cycling, for example, and we will add regions and campsites later. This is also very popular with Dutch tourists”.
Another element of great interest is the characteristic history of a region. Campingnavigator have noticed that mailings with specific regional tips and tricks are more appreciated and read when told in a story-like way. “This is also the first piece of advice I give to my clients that want to make better use of their name: tell the story of your region. Those who live there know the best places, the most beautiful viewpoints, the most interesting stories of the area. The suggestion is to look beyond the gate, beyond the boundaries of the campsite: you can undoubtedly find stories that can be used in marketing”.
“You have to be proud of where you come from and make it part of your history,” continues Doornekamp. “This is the first step. Unknown means unloved, as we say in the Netherlands. So, you have to aim high. Naturally, the website must be in order and all the necessary information must be present. But information in itself is not a story yet. For a story, you need storytellers”.
Standing out without betraying your heritage
This is the message that Doornekamp wants to convey to anyone who devotes time and effort to their online marketing: be distinctive while remaining yourself. Starting from one’s own territory to tell, tell, tell your target groups about it.
For years, Campingnavigator has strongly supported the promotion of territories through its free guides, available in Dutch, German, and English. In addition, many regions are also the company’s customers. “This approach works well,” says Doornekamp. “Proud of the region and stories that can make a difference are often there waiting for us. I think campgrounds have a lot to gain from it”.
Doornekamp likes to think this way. “With our bloggers and social media experts we have real storytellers at home. People who often travel to discover the country and the region for themselves. A journey that began a long time ago with our inspecting consultants and that to my great satisfaction is continuing with the new colleagues. In any case, our new story has already begun…”.
