A company’s USP is its Unique Selling Point – something that makes it different from all other companies of its type. Is there something about your business that is so unique that customers would do business with you based on that one quality alone? If so, you have located your USP and are on the way to better understanding how to build a smart marketing campaign based on that uniqueness. Read the rest of this entry »
Like most technology geeks with a marketing background, I am fascinated by the likes of Facebook, Instagram, and Pinterest. I get the social media stuff; I believe in it and I think there is a place in almost every travel agency’s marketing plan for these online tools. However, I also believe the marketing that really counts is rooted in the local, physical community of each travel professional. My concern is far too many agents hide behind their computer screens when they should be out speaking locally, writing articles, developing word of mouth tactics, and practicing public relations instead. I know, I sound like a parent fussing at the kids to get away from the computer and get outside and play.
Actually, I suppose that is exactly what I am doing. Read the rest of this entry »
From the dawn of the jet age to airline deregulation and now the era of terrorism. That is the ultimate birds-eye view of my 50 years in travel journalism and publishing, a personal milestone I reached without the slightest desire to acknowledge a couple of years ago.
This exercise in self-indulgence begins on December 13, 1955, the day I was hired as a reporter/editor on a modest monthly trade journal that covered travel to the Caribbean and Latin America. It was a decision that I’ve rarely second-guessed, although I turned down a pre-reporter news-clerk job at The New York Times and a reporter’s slot at the old New York World-Telegram and Sun. Read the rest of this entry »
In honor of Sir Winston Churchill (30 November 1874 – 24 January 1965) let’s take a simple lesson from one of his most famous speeches:
Never give in, never give in, never, never, never, never-in nothing, great or small, large or petty – never give in except to convictions of honour and good sense… Read the rest of this entry »