A 2012 Marketing Plan: The Tactical Array

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The list of possible tactics a travel consultant might employ building their business can be long and, at times, overwhelming. For new agents, it is typically best to choose a few tactics and learn to do them well, rather than to attempt every possible tactic. A few efforts well accomplished will typically yield better results than an entire array of marketing efforts poorly executed. As we earlier discussed, stay focused, work within your plan in a series of campaigns, and you should turn good results for the majority of your efforts. From time to time you can add new tactics as you become more accomplished and efficient at implementing your marketing plan.

Keep in mind that marketing is not only about obtaining new clients – a solid program of client retention is a must. From your existing clients, you obtain a steady income. From new clients, you obtain growth. Both are essential to the vitality of your travel practice. Therefore, a good retention program will be a component of every marketing plan.

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 two weeks we will summarize each tactic, refer to past 365 Guide articles to refresh your memory of each, and work your chosen tactics using  a campaign approach. The links below indicate recent articles that we will not be reviewing.

  • Retention Program
  • Advertising
  • Public Relations
    • Press Releases
    • Public Speaking Opportunities
    • Writing Articles
    • Volunteer Work
    • Events
    • Networking
  • Group Leader Program
  • Word of Mouth Campaign
  • Niche Marketing
  • Newsletter
  • Web site and/or Blog
  • CRM emails
  • Social Media
  • Cross-Marketing
  • Referral Networks

Exercise – From the list above, make notes on each possible tactic. Note whether you currently engaged in the tactic and how effectively you think your current tactical array is working on your behalf. Note tactics that you would like to add to your list. Over the next two weeks, we will review these each in turn.


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