An unfortunate temptation in marketing your travel agency is to scurry from one tactic to the next looking for the magic “trick” that will make clients come streaming through the door. The lure of the newest, the latest and great marketing gimmick is strong, but often comes at the expense of fundamentals. Thus, you sometimes see new travel agents that have not yet mastered the art of networking in their local communities leaping onto Facebook, Instagram or Twitter to market their new travel business because they heard that some other agent, somewhere, managed to wring a sale out of the online world.
Don’t get me wrong. I am all for creative niche marketing and I, too, enjoy learning about new marketing strategies and tactics. However, I am equally convinced that in the eagerness to quickly build business, too many agents dart from one “technique” to the next rather than honing tried and true fundamentals. Even with social media, it is the media that is new, not the tactical efforts. Every tactical effort, however, is not for everyone. The truth is, it is far better to have one or two tactics that you can accomplish very, very well than a whole repertoire of marketing techniques to which you give marginal time and attention. Read the rest of this entry »