Marketing

Our approach to marketing focuses on two features: The nature of the Shire County (unspoiled, rural, dramatic coast) complemented by only offering character cottages in rural villages near the coast.

August generally sells itself, so our task is to fill the remainder. Thus, we are appealing to the more outgoing holiday maker or those simply seeking the refreshing quality of Dorset’s landscape, a cosy cottage, a country pub etc.

Advertising & Public Relations
We have a year-round presence in the key weekend newspapers plus a selection of magazines and we retain the services of a specialist PR company whose releases are frequently picked up by national and regional newspapers.

Brochure
Our distinctive brochure, with its attractive cottage drawings, is much liked by clients. We aim for next day delivery by first class post. It complements the website by providing information that can be digested at the customer’s leisure.

Over 5,000 clients receive the following year’s new brochure, hot off the press.

Website - www.dorsetcoastalcottages.com
It is much praised for its user-friendliness, succinct descriptions, colour photographs, clickable map and availability search. Booking Requests can be made by email or telephone. Our telephone reply confirms the suitability of the property or suggests another. Our search engine registration is constantly monitored and is particularly strong on Google, reinforced by a paid-for presence.

Promotions
We issue £20 vouchers to previous Clients which are transferable. Costs are shared 50:50 with Owners. If there is a dip in demand, we run a money-off promotion backed up by specific advertisements in the press and on Google.

Commission is based on the reduced rent; participation is optional. The website has a ‘Special Offers’ page on which Owners with empty weeks can promote their own property. Our PR company often uses these for its weekly ‘briefs’. Commission is based on the normal rent.