You have undoubtedly heard of the sayings, “There is safety in numbers” and “Great minds think alike.” These are two concepts that come to mind when explaining the idea of “community.”
Like-minded individuals have always come together to organize in a unit of comfort and safety. Examples of this include religious beliefs, hobbies, clubs, and allegiance to sporting teams.
Members like to be easily recognized, and have no hesitation when promoting their affiliation. Harley Davidson paraphernalia, your favorite NFL football player’s jersey number, and bumper stickers are just a few examples you can easily identify with.
Individuals by and large are social animals and they enjoy the company and commonalities of others who share their beliefs and feelings.
Becoming a member of and feeling comfortable with a designated community is definitely a mental trigger when it comes to becoming a participant in a group travel program.
If you can identify a commonality among a particular market, your chances of zeroing in on their “hot-button” is enhanced. Once a few members put their stamp of approval on your offering, there will soon be others following in their footsteps.
In marketing, this is often referred to as “The Hook.” Once you isolate “The Hook,” the chances of you capturing initial attention and delivering your message to receptive ears is much better than trying to force-feed your ideas to people.
The agents I have interviewed on the subject all seem to agree that trying to promote a group movement by soliciting individual interest one at a time proves more often than not to be an exercise in futility.
A more productive idea is to identify a group of individuals who have a common interest and focus on this particular element. This strategy parallels the power of community.
Don’t sell this trigger short.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at firstname.lastname@example.org.
Mike’s daily column is made possible by AmaWaterways.