Avoid Random Acts of Marketing
This is one of the best videos showing how Social Media and Digital Advertising are NOT the end-all, be-all for driving sales. PLEASE watch the whole thing, there are mountains of valuable points to help you steer clear of the pitfalls of random acts of marketing.
As my friends in the restaurant biz will tell you, they get inundated with people trying to get them to "advertise" their business every day. Yelp will tell you that they drive more people to your restaurant than any other online presence... last time I checked cars drive people to a restaurant. Facebook will tell you that boosting your images will gain more Likes and Followers... That's great, let me know what the average ticket sales for Likes are or how often a Follower on your page eats at your restaurant or purchases a ticket to your event more than once in a lifetime. Groupon tells you that you will get more full price sales by letting them 'sell' for you at 50% or more off... all of the statistics show that 50% off buyers will wait until your next 50% off before they will buy again. When actually you are lowering your perceived value by discounting at this level.
No matter how well you are at yelling on Facebook or Twitter about your business, it can only be heard by a small few that have already heard of your business and took the time to Like your page or Follow your postings. Even then, with the changing scope of social media's digital advertising magic potion, the percentage of followers on your page actually seeing your posts on their newsfeed is SHRINKING!
Driving new business takes a balanced advertising concept of traditional and digital advertising.
In the business of tourism, nothing spreads your message to the masses better than brochure distribution. Period. I've seen it work and continue to work for over 20 years in the industry. In fact, printed brochure advertising and distribution is growing. More people are relying on the perceived value of print as the digital industry has gotten cluttered with fake brands and clever online "zero value" marketing.
Mr. Bob Hoffman spells it out in plain English, better than anyone I've heard before. Follow his blog too, it's worth it. http://adcontrarian.blogspot.com/ (Alert - he is a very colorful linguist)