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Consumers look for authentic products and services that deliver on promises. It really is that simple. Except that travel agencies sometimes promise the wrong things. They promise the lowest prices. They promise hassle-free travel. They promise across the board expertise. Sometimes the promises are implicit rather than explicit, but the travel agency either intentionally or [...]
Why are you a travel counselor? Can you provide a short, succinct answer to that question? It is almost a trick question, because if the answer is about your love of travel, your passion for travel, the many places you have been, then we are probably on the wrong track. Your love and passion for [...]
Do your clients know why they do business with your travel agency? Do they have a clear picture in their minds of what your travel practice represents? How about you as a travel agent conducting your own travel practice either as an employee in an organization or as an owner of your travel agency? Can [...]
This week’s columns were devoted to the topic of Word of Mouth marketing. There are a number of “distribution channels” through which you can intentionally direct, monitor and amplify word of mouth (“WOM”) marketing. The most important distribution channel, by far, is your existing customers. The clients who know you best and who make up [...]
Your travel practice needs champions to assist in spreading the word about exactly how great you really are. As we have seen in this week’s articles, existing clients, friends, family and referral networks are all potential evangelists for your work as a travel planner. You can also generate buzz about your travel planning practice through [...]
We are devoting this week’s columns to the topic of Word of Mouth marketing. Over the past couple of days, we have established that Word of Mouth marketing can be encouraged and amplified by providing our existing clients as well as our friend, family and employees with the encouragement and the preparation necessary to properly [...]
We are devoting this week’s columns to the topic of Word of Mouth marketing. Yesterday, we discussed how to best involve your existing clients in your word of mouth marketing efforts. There is a group of champions for your business much closer than your clients, however: your employees, suppliers, family and friends. Recruiting these “internal [...]
In March of 2001, the MIR Space Station was scheduled to fall to earth. Much speculation in the news centered around where the debris from the falling structure would hit earth. Taco Bell, meanwhile, placed a 40 foot by 40 foot target in the Indian Ocean and announced that if the MIR hit the target, [...]
This week we have been discussing how you might leverage your public relations efforts by working in tandem with a local not-for-profit, in our example, an animal shelter. We have discussed the value of working with a local organization, how to involve the press and how to give an interview. Finally, let’s discuss a bit [...]
This week we have been discussing how you might leverage your public relations efforts by working in tandem with a local not-for-profit, in our example, an animal shelter. Provided you have managed to drum up some press attention for the event, you will find yourself in the position of giving an interview. Here are a [...]
