Yesterday was Mother’s Day. More phone calls are made on Mather’s Day than any other day of the year because, well, let’s face it, we all love our mothers. But what about the clients that are mothers? Did you call to wish them a Happy Mother’s Day? I did. Sort of. I sent them an email broadcast wishing them well. No pitch for a trip. No cheerleading for how great we are. No links to our blog. Just a simple wish. And it paid off for me—as it usually does when I contact my clients on ten special days during the year. So what did I get out of it?
This time I saw a spike of traffic to my site which exposed my messages to my clients once again. I also was able to take a last minute booking for a weekend group I have departing on Friday. It wasn’t much, but hey, a $200 commission for sending an email—I’ll take it. But far more importantly, I extended my good will to the 13,000 folks who have signed up for my newsletter.
This result is typical. I realize that people do not wake up and think about Single Parent Travel each day like I do. I know it is my job to reach out to them and make sure that when they do think of travel, they think of Single Parent Travel.
Creating newsletters is a hassle for me. And if the conversations on the TRO Community are any indication, they are a hassle for hundreds of others. I wish I had a magic wand for content creation—I don’t. But I can suggest that you contact your clients and prospects when they are least expecting it and you will reap the rewards. I have ten days when my list receives my “no pressure, we were just thinking of you” messages. Here they are:
- New Years. Who does not like to receive well wishes?
- Happy Easter/Passover. Depending on how well you know your clients or how close the holidays fall on the calendar, you might want to opt out of this, or change it to a “Welcome To Spring” message.
- Mother’s Day. I specialize in single parent travel so this is a no brainer and I am able to segregate my moms and dads.
- Memorial Day. Perfect for a feel good patriotic message to honor those who gave the ultimate sacrifice so we can be free.
- Father’s Day. See above.
- Independence Day. Baseball, hot dogs, apple pie and Chevrolet. Hip hip hooray to America!
- Labor Day. Welcome to fall. Back to school and reality.
- Halloween. Boo!
- Election Day. Remind them to vote and give them a link to find a polling place.
- Christmas/Hanukkah/Kwanzaa or just Happy Holidays.
By touching base with your audience close to every month, you are giving them a reason to remember you. And as long as they remember you (and you haven’t ticked them off) they are likely to come to you first when they are ready to buy their travel!
How often are you touching your clients without pitching them? Is it working?