How Marketing Works | TravelResearchOnline


How Marketing Works

I don’t consider myself an impulse buyer, but I have purchased a vacuum cleaner from a television infomercial…on Saturday morning…at 3:30 am, from a hotel room in Kansas City. I am usually sleeping at that time but on this particular night, I found myself wide-awake.

I switched on the TV and an infomercial caught my attention. Before I knew it I was the proud owner of The Stick Shark. The “Stick” sucks up screws and bolts like nothing you have ever seen. How did this happen?

Later that same week… 

During the week I read about a book titled The Tipping Point in the New York Times, by Malcolm Gladwell. It looked like something I might be interested in but I didn’t give it another thought…until I was browsing at Barnes & Noble on Saturday afternoon and I spotted The Tipping Point in the business section. I soon owned, and was reading The Tipping Point. How did that happen?

In both instances it happened because I was introduced to the product. In both instances, a product was introduced to me and I was given a few reasons why I might be interested in this product. I was not shopping for a vacuum, nor does my office library need another business book. I am not sorry in either case, but the point is that it wasn’t in my plans to purchase either product until the product was brought to my attention.
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In my mind, this is proof-positive that marketing works. It doesn’t work all the time on every single prospect, but in the long run it works. I can promise you this, however, that it won’t work unless you do.

This is what you have to do. You have to introduce yourself and your product/service to people…and give them a few good reasons why they should have/own/use one of your “things.” Then, you have to allow the cards to fall where they may…and follow-up where appropriate.

Not every sleep-deprived guy or gal provides their credit card number so they can become the proud owner of a bolt-sucking vacuum named after a fish at 3:30 in the morning. I did. Marketing works folks…but only if you let it work.

Today’s recommendation is to connect with more people and simply tell them what you have for them. Go do a little “marketing.” Some people will pay attention; others will not. Some may even give you their credit card number.

Mike Marchev Mike Marchev has plenty of stories, strategies and tactics to keep you on top of your game.
Mike will be conducting his 5th annual Travel Sales & Marketing Business Development Cruise, sailing the Freedom of The Seas from Ft. Lauderdale. Email him at for complete details. Five cabins are still available.
Mike’s daily column is made possible by AmaWaterways.

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