PR can play an enormous role in providing your travel agency with the credibility you need to grow. I am often surprised how little attention the entire range of public relations strategies receives from travel agents. For those of you engaged in building a local, community based practice, there may be no more important arrows in your marketing quiver.
Public relations includes media (articles about you), speaking opportunities, events and publication (articles by you). In each of these efforts, your personality is at the core of the marketing tactic. When the public reads an article about your agency, hears you speak, works with you at an event or reads an article you have written, they engage you as an individual, not as a faceless company. That encounter is intensely personal and carries an authority that an advertisement cannot. Read the rest of this entry »
We have spent this week looking at the elements that provide credibility to your travel agency. Consumers by and large tend to ignore advertising, to disregard it and relegate marketing to the category of background noise. In such an environment, many consumers automatically distrust most of the marketing to which they are exposed, and not entirely without reason. Your marketing must close the credibility gap. Today, let’s look at a final few items to which you should pay attention to make your marketing more authentic, believable and worthy of notice and attention.
Firstly, no marketing will be credible for long without solid performance. To be credible, you simply must have satisfied clients. Read the rest of this entry »
The matter of pricing drives everyone, travel consultant and consumer alike, a bit crazy. Low lead-in pricing, quotes in ads sans taxes and fees, the obsessive fixation on saving a few dollars at the expense of real value – is there any single issue that is more vexing or damaging to the industry’s credibility? Often, travel consultants begin their presentations with something that approaches an apology for the costs involved and so move right to the “least expensive” option. This is too often done not out of a genuine assessment of the client’s needs, but out of a fear of a higher priced alternative being rejected. Because clients will so often insist on hearing the “bottom line” first, travel agents often feel anxious about the issue of price.
Yet, there is a better way, more fair to your client and more productive in terms of the sales process. Read the rest of this entry »
Credible marketing is empathetic marketing that places the client at the center of the process and is needs based. In theory, we all agree that the client is the key ingredient in the travel planning process. Yet, when a sale does not go through, it is usually ourselves and not the client for whom we feel badly. This is a completely normal reaction to losing a big sale, but it also points to a dynamic, analyzed closely, might help us improve our sales philosophy and ultimately, our sales revenue. To be truly client-centric, you have to be able to translate your story in such a way as to include your client. You have to see the world through the client’s eyes. You have to intimately understand what they need from you. In fact, as the expert, you should understand their needs better than do they. Read the rest of this entry »
This week we will look at five characteristics of credibility and the impact on your marketing efforts. Credibility means believability – your marketing has an authentic sound to it. Marketing that is credible has more staying power: it “sticks” longer with the consumer. If your marketing lacks credibility, it damages your brand and is quickly dismissed. Credible marketing is mentally filed away by consumers for the next opportunity to use your services. Clients want credible marketing for one simple reason – it respects their intelligence. Credible marketing also displays an intelligence, a keen insight into Read the rest of this entry »