Reason # 4: To be really effective, marketing needs to have two important qualities, consistency and constancy. In short, you must always deliver the same message to your clients in every encounter they have with you and you must deliver that message with enough frequency to remain top-of-mind. Without the quality of consistency, your clients will be confused with regard to your identity and ethic. Without constancy, they won’t hear your message often enough to develop an association with your brand each time they think of traveling.
Clients want to know what you and your travel practice stands for as a matter of company ethic and values. We tell ourselves we are consistent, that we always deliver the same message to the market. But do we really? For example, if your website indicates that your travel practice is all about the quality of each individual travel experience and the premium you place on value, but each of your tweets on Twitter is about travel specials, Read the rest of this entry »