Fire Starter Brands LLC
innovative tourism marketing

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Fire Starter Brands' blog features original content and thoughtful insight to help travel industry professionals build better products, attract more visitors and increase their efficiency.

Don't #*$% it up...

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The typical buyer at ABA had more than 130 back-to-back appointments while those of us on the other side of the table had just 5 or 6 minutes to qualify any potential leads, make a lasting impression, deliver product highlights and, of course, land new business. 

You just spent thousands of dollars of your company's money and you need to get a great ROI if you want to attend next year's show, make your goal for the year or simply prove that you know what you're doing. 

Here are four things the pros do to make sure they're getting the biggest bang for their buck…

1 Make it last...

If you're lucky, your profile sheet made it to a binder that will sit on a shelf for the rest of the year, glanced at occasionally, when the buyer has a specific need. You need to make sure that your message is in their hands and on their minds throughout the year. Have a campaign in place to be present year round.

Related Article: When is the best time? 

2 Give them a great offer...

If you're so confident that the buyer will LOVE your product, give them a great reason to try it now. Let buyers know that you're willing to go the extra mile to take care of them, their business reputation and their customers. Unlike email blasts or trade advertising, postcards ensure that buyers see your message before deciding if they're even going to keep it. 

Related Article: 3 Must Have Elements of a Great Travel Trade Call To Act
 

3 Plan a visit...

90% of operators say they are more likely to buy from a supplier who has visited their office. The travel industry is a relationship-based business and nothing says that you care about the buyers' needs like visiting them on their turf and keeping your promises. Now, I can't help you keep your promises, but I can invite you to join my team when we visit with more than 130 operator companies this year on our innovative sales mission programs. Click here to view our 2018 schedule


4 Connect with buyers who weren't at the show...

The buyer representatives who attended ABA represent less than one quarter of the 5,400+ travel trade buyers opted in to Fire Starter Brands' proprietary network. You need to let all of those other buyers know that you mean business and Fire Starter Brands has the sort & filter criteria to help you deliver targeted campaigns to buyers who weren't at this show and can use your product. These include simple digital and direct mail options that can be deployed using the content you've already created. Pretty cool, huh?

Want to know more? Give me a call at 646.736.1305 or request a complimentary consultation


ABOUT THE AUTHOR...

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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.