The mysteries of marketing heritage railways!

Last week a heritage railway, which shall remain nameless, discussed its marketing strategy with members and volunteers. One of the most surprising topics discussed was that it sees no need for a marketing manager – promotional work being carried out by clerical and management staff as part of their usual duties.

While some lines may recoil in horror at such a suggestion, the line in question claims to be doing rather well “Our reach on Facebook is 332,000 and our engagement is 50,750 which is better than most heritage railways or museums.” The annual marketing budget is £36,000 – equivalent to the salary of a marketing manager, who would be tasked with spending said budget.

Facebook and Instagram are the railway's main social media channels, X being dismissed as “We should use more for real-time updates, announcements, and engaging with train enthusiasts but not many of these use twitter.”

Newsletters and targeted email campaigns are also judged to have the desired result – the average circulation being 3,000 per send. Marketing efforts are ramped up regarding special events, as the family market is seen as crucial, in some respects more so than the enthusiast market. 

While many lines chase awards and the like, the line in question believes “they do not normally improve revenues. We do however work hard to keep our Trip Advisor rating high.” The railway's loyalty programme is also seen as being vital to encouraging repeat visits. 

Mobile apps are avoided as the railway deems these as “intrusive” , but text message reminders are being considered, although the railway admits that these can be unpopular with recipients.

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