Practicing, repeating, editing and tweaking all play a major role when trying to perfect any singular skill, activity, challenge or assignment. It takes time, patience and, often times, many attempts before we begin to imbue the necessary steps into our “muscle memory.”
With this in the forefront of today’s message, I have elected to repeat a message I have shared before in hope that this time the lesson will take root and, as a result, you will benefit from my unsolicited advice.
Here is the first marketing mistake many travel professionals make from my list of fifteen.
1. You don’t know to whom you are marketing.
It is too easy to fall into the trap of simply hanging your shingle that reads “Open For Business.” Yes, selling is a numbers game. Yes, there are millions of people who want
and/or need your services. Yes, no matter what you do, some mud will stick now and then—if you sling enough of it resulting in a few new business transactions.
But if you don’t have all the time in the world, then it is far more prudent to focus on a tightly specified area of interest. Quite frankly, I don’t care what this focus involves or who it involves. I am simply reminding you that the tighter your focus, the more successful you will be in the long run. Know whom you want to do business with.
Harley bikers? Bus groups for seasoned people? School trips? Golf outings? Sporting events? Small businesses? Large businesses? Trips to Italy? Cruises? Home-based businesses? Owners of one-eyed dogs? There are over four million examples I could use. If you want a lesson in reality as it relates to interest groups, take a field trip to your local Barnes & Noble book emporium and walk the magazine rack.
There is a magazine for virtually every hobby, trend, or whim in the universe… and there are hundreds of them… and more on the way.
As our planet continues to fill up with people, they tend to hang with people who exhibit similar tastes.
These are the groups I am asking you to identify. Once you know who you are going to market to, your life becomes instantly more enjoyable. You will find that this is easier said than done. Most worthwhile things are.
There you have heard it again. As the saying goes, “If the shoe fits, wear it.”
If you would like to receive all fifteen of my marketing mistakes, send me an email with the number 15 in the subject box. And while you are at it, let me know what topics you would like me to cover in future articles.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Mike’d Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.
