A 2010 Marketing Plan for Travel Agents: Campaigns
October 25th, 2009 . by Richard EarlsWhen it comes to marketing, think in terms of “Campaigns”: multi-tiered, consistent series of efforts to deliver your message to consumers. A campaign stands in contrast to isolated efforts to publicize or promote your business. A campaign is made up of coordinated efforts that arrive to the consumer from a variety media with a consistent message. Note the key characteristics – the efforts are coordinated and they are consistent. Those two ingredients make marketing campaigns pay off in a way that single or sporadic efforts will not.
As a travel planner, you will have many opportunities to present your brand to consumers. There are advertising opportunities and possible speaking engagements, articles you can write and many methods of gaining referrals from your existing clients. However, unless you can coordinate your efforts, unless you can find a way to ensure that each marketing venue fits into a consistent, purposeful strategy, you will waste some portion of its value.
Thinking in terms of campaigns will keep you focused and will over the long term conserve your capital resources. When each effort is part of a campaign, you can more easily measure the results. You can determine what works and repeat your efforts, and ascertain what is not working to avoid wasting time and money.
An example might be the advertising representative for a regional magazine that approaches you with a remnant rate on an ad in their next issue. While the rate might be good for the one effort, consider whether you will be able to consistently reach the readership in subsequent issues. Will remnant rates be available on a regular basis, or will this be a one-time opportunity with little probability of repeated exposure? If the latter, your better option may be to pass.
As we continue to work through your 2010 marketing plan, develop a campaign devised of a series of consistent, affordable efforts that deliver your brand. Once you have a plan, implement it with a dedication to your strategy. Bringing this type of focus to your marketing efforts will reward you with a real return on your investment.
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October 28th, 2009 at 6:57 am
[...] The particular tactics you choose should be the ones with which you are most comfortable, fit the character of your travel practice, and which hold the promise of a strong return on investment of time and capital. Thus, the list below is in no particular order. Over the next few weeks we will summarize each tactic, refer to past 365 Guide articles to refresh your memory of each, and work your chosen tactics into your final marketing plan, using a campaign approach. [...]
March 30th, 2010 at 9:35 am
[...] often it is an on again, off again series of disjointed efforts. Marketing is best carried off in campaigns, using an appropriate mix of venues with a common theme. Don’t treat marketing like a bag of [...]