Key Marketing Elements Part 4 - The Steady Beat
by Stephen Ekstrom | President & Founder of Fire Starter Brands LLC
Are you trying to land more tour & travel business? Did you know that there are really only four elements that every successful destination, attraction, restaurant and local sightseeing include in their marketing strategy. Yes, just four key elements.
Could it really be that simple? Of course. Take a look...
Part 4 - The Steady Beat.
Music is nothing without a steady baseline. The same holds true for a successful tour/travel marketing strategy. You need to be sure that your organization, product or service is on the radar year-round, during each of the operators' relevant seasons. We've got two easy ways for you to help make that happen.
Multiple Mailboxes - In our blog post last month, 5 Powerful Tools to Attract More Visitors, we highlighted the appeal of using a multiple mailbox strategy. Research suggests that overexposure through one channel leads to a decrease in the perceived value of a brand or product. Increase recognition and limit annoying interferences by using a variety of tactics to get your message in front of the buyer. Proven delivery methods to tour operators include: direct mail, postcard,email, fax broadcast and personal delivery.
Multiple Impressions - Aristotle said, "We are what we repeatedly do." If you want your product to offer a constant solution to operator needs, you need to present that solution multiple times throughout the year. Deliver your message during each of the tour operators' business seasons. While some options are obviously more pricey and others more targeted than others, here are a few inexpensive tools to help you place your product in front of operators repeatedly.
- Quarterly Direct Mail Program - a Fire Starter Brands exclusive will deliver your 8.5x11" to 700 of North America's highest volume tour operators for under $300 per quarter.
- Digital Advertising - ads are available through most of the trade associations for their email blasts and websites. Fire Starter Brands also offers digital solutions that target ONLY tour operators. Our quarterly email is delivered to nearly 2,700 tour operators, contains only 3 ads and has one of the highest open rates in the industry. Our operator only page is a trusted resource for operators from around the world.
- Ads in Trade Publications - most travel industry associations offer their own magazines or newsletters. While delivered to the operator members of these associations, their distribution lists typically include delivery to a large number of other suppliers and DMO's and multiple ads throughout the publication.
- Trade Show Sponsorships - get your logo plastered all over place at an industry trade show for repeated exposure. Keep in mind that only the operators who are members of that organization will see your message and that the impressions will end when the conference is over, but it's a great way to build awareness.
For more information on how Fire Starter Brands is helping industry suppliers connect with more tour operators or to schedule a complimentary consultation, contact us today.
ABOUT THE AUTHOR...
Stephen Ekstrom is a well-recognized tourism marketing expert whose influence reaches over 500,000,000 travelers every year. He's been profiled by the New York Times and appeared on CBS, NBC and NY1. He is a fixture in the travel trade and has served as a board member, expert panelist, committee chair, mentor and program facilitator. Fire Starter Brands, founded by Ekstrom in 2010, manages a network of nearly 5,500 opted-in global travel trade buyers, advising and assisting smart travel industry suppliers and destination marketers. Stephen currently lives in South Florida with his two dogs, Match & Rudy.