Today, I decided to focus on one of my sixteen marketing strategies I share in my advanced training classes. I was prompted to do so after reading a SpeakerNetNews tip from Rebecca Morgan featuring The Interview.
Do you remember Larry King? He was the man who sat on one side of his desk, sporting a pair of suspenders and outdated eyeglasses. He would invite popular guests to his show and interview them. He asked questions without providing his opinion. His guest was the reason for tuning in.
Larry King is a well-recognized and respected TV personality, and all he ever did was ask questions. In similar fashion, I could cite David Letterman, Johnny Carson, Jay Leno, and today’s Steven Colbert… all familiar names to some extent who prompt their guests to “share” experiences. We all know who they are.
In my programs, I remind travel professionals they too can assume the role of interviewer. They too can become better known in the marketplace by simply inviting people to share their experiences and opinions. The result: You will become more visible while you build a reputation as someone who knows their business.
Here is how this might work:
Step 1: You Determine a Reason for your Interviews
Your market is facing a challenge today. It is affecting your business like never before. It is called Covid-19. And you are interested in learning how it has altered your client’s travel plans.
Step 2: You Come Up with a Series of Questions
- Have you had to cancel a trip in the last eight months? For what reason?
- Are you planning to reschedule your trip?
- Are you still hesitant to leave the safety of your home?
- Do you feel the airlines have adequately safe-guarded future flights?
- When will you feel it is safe to travel freely again?
- Do you feel masks will become the norm when traveling?
- Is your “bucket list” a thing of the past, or is there some destination you still dream about?
Step 3: You Make a List of People to Call
Start with a half dozen, so the task does not overwhelm you. You will soon add to this list as you find out that you are actually enjoying this project… while learning a great deal.
Step 4: You Make the Call
You call each person on your list and tell them you are writing an article involving 2021 Travel Trends. You would love to hear their take on the subject. You then ask if you can “schedule” a better time to chat. Chances are they will be available to speak with you at that time, so be prepared with your list of questions.
Step 5: You Take notes
This step is self-explanatory but make it clear how much you appreciate their input. Remember, you are not making a sales call. You are conducting a professional interview soliciting their candid thoughts on the subject.
If you maintain a friendly yet professional tone, chances are you will make a positive impression without appearing as a hungry, pushy travel agent out for personal gain. Don’t be surprised, however, when the person you are speaking with begins to ask you how you run your business and might be in position to assist them with their future travels.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.
One thought on “The Interview as a Low-Key Marketing Strategy”
Hi, Mike – this article is always a good reminder of practicing ‘low-key marketing’ ALL the time, not just during slow periods. In fact, doing this will keep you quite busy. But I’ve found that questions 4-6 are the ones that THEY are asking ME to answer!