October 21, 2015


Do you remember "Determining Your target audience”, the first article in a four-part series on the subject of your target audience? 

Not clearly defining a target audience is a major cause of failure of a business and not just in the hotel world. However not QUALIFYING your prospects is even more harmful.

What do I mean by this?

An example.
Suppose you have determined your target group as 50+ ladies that will be working a week on their overall well being in your hotel. The magic number ’50’ inspires them to a new and fresh start. You see the potential in this fast growing group and have contacted the best coaches and trainers and a star chef is engaged. All of them ready to deliver top performances every day in all areas to deliver up to the expectations that your clients will have and that YOU want to realise. You will only use the best organic products from the region, and finally the day has come to reveal the new concept.

You invest in a strong marketing campaign, newsletters and advertisements. You clearly targeted on 50+ females and.....you get loads of enthusiastic replies, mails, phones.... but only a few single bookings ...

Everyone loves it, talks about it, is telling you “YES, I want to do this!” but nobody actually makes the booking! Because they can’t or don’t want to pay the price tag attached to it ....
Disillusion? Wrong concept? 

You did believe that you have the solution for your target audience? 

And you thought the result would automatically follow once people heard of your offer? 

Where did it go wrong...

What these women want is a fit mind, well-trained body and self confidence. 
What they need is dedication, perseverance and .... in the above example:
the money to make that booking!
So here is were we come to...

Qualify your prospects!

In the article “target group determination” I advised you to choose a small, clearly defined niche, an audience that really wants your product or service.
That was a first small nuance ....
Today I ask you to narrow that niche even further to qualify those people who will ALSO buy your product or service.

Does that mean you ‘ll have to ignore the ‘wannabe’s’?

No, both groups are important and you NEED both and for different reassons, BUT they should be approached in a different way. Where one is a first-line target client, the far larger group is the one that you have to work on and give them a chance/time/carreer to grow and become a client.

They second group might:
- have to work on being able to visualise the result well enough to book (and here is where you can help them)
- trust you on being able to deliver what you promised (and here is where you can help them again)
and finally
- have money to make that booking!

Getting them as triggered about your offer as an apple addict is about a new iPhone or iPad...that's the goal for you!


To qualify prospects, ask yourself these questions:
Who will - in all likelihood - buy what you have to offer?
Who is most easily reached and can afford your product or service?
With your answer to these questions you will concentrate on a smaller group (which can be quite scary at first) - but will be the right group ... for you!

Next time you can expect the third article in this series 'your target audience’.
The topic: start Interacting with your target audience.
I'm curious about your results and hope to meet you again next time as a reader!

On to enjoying your success,
Marlène - Social Media Catalyst

PS. Please SHARE this article with your network by clicking on the Tweet, Like, Share or Google+ buttons clicking here left in the sidebar, so that also benefit the people in your network it.
copyright - Coco-Morocco

October 19, 2015


It's always nice to spot a fellow countryman, and it's even nicer seeing  them adding some added value to the city...
There are plenty of nice and fancy places to stay or spend your money in another way when you are visiting the pink city. Being a Belgian, I thought sharing my favourite Belgian addresses with you in this post. I know there are plenty more of them, and if you happen to be one of them, just drop me a line and get in touch!

5) Riad O
a stylish, riad in the Bab Doukala area.
If you want to feel at home, but with a little Moroccan twist, this is your place.

 photo credit Riad O
A real farm just outside Marrakech in the beautiful area of the lake of Lalla Takerkoust, direction of Amizmiz! Animal and kid friendly. It's my perfect day out on a hot hot day. Sun - pool - friendly owners - fantastic food and the best home-made goat cheese in Morocco!

photo credit Jnane tihihit
3)Dar Kawa
When you are design minded, book your stay at Valérie Barkowski's Dar Kawa . Valérie is a designer and besides the styling of the riad she runs various creative projects.

photo credit Dar Kawa

The new concept store of the Belgian brand in Marrakech is a must visit! Go there if you want to take the colours of Morocco home with you in timeless pieces that will brighten your wardrobe!

 photo credit Coco-Morocco

If the Medina of Marrakech is about something, then it is about surprises. Surprising for every new  old door you open, every new riad (typical Medina house) you enter. Refreshing patio's, lush inner gardens, stunning rooms and perspectives, and there for dar Touyir is my number 1 Belgian guesthouse.
But...don't let this stop you on discovering many more beautiful riads in Marrakech.

photo credit Dar Touyir 

more Belgians in Marrakech?
Martine Hillen and her brand M'H collection 
Photographers Véronique & Mark 
Mogador Home Resort,  Real Estate & Architectural services 

Are you missing someone?  Get in touch!

October 02, 2015


Why You should choose a very clear target Audience  AND focus on it?

Having visited around 200 riads in Essaouira and Marrakech in the last 3 years, made me realize it’s not always the most stylish places that are doing the best business. Neither the ones that try to end up high in all the trending booking or referal sites.
NO, the ones that have the best results are the ones the emotionally and mentally connect strongest to their clients.
They know what their clients want and expect, and they deliver just that.
Happy clients that have the same expectations are easiest to please and will refer their like-minded friends at home....

You may be thinking:
Yeah, why ... everyone can benefit from my holiday home, no? And if not everyone might like it, then, surely every woman, every solo traveler or every art collector, etc.

'ANY ...' is the word that kills your business!

The wider you target, the less you appeal to people and the more you become just ‘one of them...’ (how many riads do we have in Essaouira and Marrakech?
If you want to be everything to everyone, you end up as nothing to anyone.
If you narrow your group, not only can you serve them a lot better, but you can adapt your interior and overall marketing concept to meet their taste, their needs and their behaviors.
I see a lot of riads decorated after the taste of the owner or manager. A good riad is decorated after the taste of the audience that it is meant to serve!

So how do we select a target audience? 

Besides the fact that there must be some kind of a personal connection and motivation to just wanting to serve this specific group,
it is mainly a combination of three factors:
1. Demographics
A selection of the following (and similar) statistical factors: gender, age, education, income, marital status, region of residence, etc.

2. What problem/challenge do you resolve or what is the benefit that you can offer them.
You could have an atelier space where painters could go and work.
You could have rooms with seperate terraces so that families with young children could spend time in the privacy of their own space.
You might be able to have wheelchair accessible rooms with adapted bathrooms and a wonderful airy patio to enjoy breakfast.
Or maybe you have this breath taking meditation area with ocean view?

3. Psychographics
Psychographics comes to lifestyle choices, interests and preferences, buying habits, etc.
You might focus on the young carreerwoman who is in for a wellness trip and wants to return home completely rejuvinated.
You might want to attrack the international worldtravelers who like basic accomodation and LOVE to have shared evenings on the terrace to share and learn from each other.
Or why poets find your place attractive because of the weekly poetry and storytelling evenings?

When you find the sweet spot between demographics, psychographics and the problem that you solve ... then you put your business on the track to success!!!

Do you want to know and find out more about choosing your target market and how to effectively communicate with them so that you are the most important (or even single) supplier out there to meet their needs?

If your answer is "YES", then you will feast on my new three-hour on site "Target Audience Consulting".
It's completely free and it will help you take your first steps on your new path towards success.
The only thing I ask you to do is GET IN TOUCH HERE

Next time we will handle the topic: qualifying your prospects.

On to enjoying your success,

Marlène - Coco-Morocco