Consumer expectations are rising faster than ever before. As an industry, we have to make sure we have the right facilities, skills and product to give our visitors value-for-money and ensure they can't wait to come back.

However large or small your business, there are many ways in which you can help reinforce the national marketing message to attract visitors to Scotland or your area, and ensure that when they leave they have been left impressed and likely to return.

Brand Campaigns:

• Share your passion - by taking pleasure and pride in satisfying our visitors, we can help unlock a range of intensely personal emotions and enable them to "Live It". At the end of the day, no matter how stunning the landscape or how fascinating our history, we are in a people-based business and it is the personal touch which can make or break someone's holiday.
• Talk to customers - we can help visitors to "Live It" on the ground by taking the time to find out what would make their time in your establishment really special for them. View it as an investment in repeat customers and word-of-mouth recommendation - the most powerful marketing tool there is.
• Decide on your message - consider adopting the "Live It. Visit Scotland" strapline in your own marketing material. The VisitScotland national marketing campaign reaches an audience of 32 million, so why not capitalise on this work?

Think about ways in which you can tie into the individual elements of "Live It". For example:

• if you operate a restaurant you might organise "Taste It" evenings offering samples of the best of local cuisine, or a range of dishes from across Scotland
• if your self-catering accommodation offers spectacular views, you might promote it under "See It"
• if you are a wildlife tourism operator, "Hear It" might catch the attention of bird-watchers.
  

Product Campaigns:

• Think big - if you have traditionally marketed yourself under the umbrella of your town or region, consider whether you might reach a new market and attract additional visitors if you were to align yourself with VisitScotland cycling or walking campaigns and promotions.
• Join forces - pool resources with local partners. If you are a Bed & Breakfast operator, link up with a local watersports centre, sports goods retailer or local bistro to target the activity holiday market.
• Think laterally - if you operate a local art gallery you could provide an unusual pre-dinner drinks venue for businesspeople attending a nearby conference.
• The next big thing - be on the look-out for new and better ways of doing things. To stay ahead of the competition we must seek out bold new ideas and share our learning.
• Offer quality - ensure that customer expectations are not only met but exceeded when they get here, that the "promise" made in the advertising is delivered. Cleanliness, a warm welcome and professional service are fundamental to guest satisfaction.
• Endorse your message - in addition to the Quality Assurance scheme, the Green Business scheme, Food Grading scheme and programmes such as Walkers Welcome all provide an endorsement of product quality and send a signal that you are a business which cares about its guests.

Thematic Campaigns:

• Align yourself with national or regional themes to create a bigger impact for the event and make your marketing more effective.
• Introduce themes into your own marketing, e.g. offer added-value packages for Valentine's Day and so on.
• Link up with local partners to establish new events or themes which build on your particular region''s strengths, give people a reason to visit, and enable you to stand out from the competition.