You're just finishing up your appointments at the trade show and realize you've got a whole bunch of profile sheets leftover. If you're like most travel industry suppliers and destination marketers, you're going to hold on to a few just in case you need them later on, toss them out because you've got plenty more in the office or conveniently misplace them because you hate the design, don't want to carry them and/or you need a good reason to start fresh.
After years of attending industry trade shows and being stuck with unused flyers, I came up with a few options to help you get a better bang for your marketing buck. Here are three ways you can get more interest from operators using the tool you already have - the profile sheet.
The Reciprocal Route
Team up with other marketers in your area to include each other's profile sheet in your follow up mailings from the trade show.
Pro: Your material will end up in the hands of operators that the partner may have met with even if you didn't have a meeting with them yourself.
Con: There's a good chance that you & the partner(s) met with a number of the same operators and you will end up sending multiple copies of the same material to buyers.
Direct mail is still one of the most effective methods for ensuring that your material is seen by the right eyes.
Mail on your own... If you've got a great distribution list, time to stuff envelopes, a bunch of stamps laying around and can write/print a cover letter this is a good option. Your anticipated cost with the envelope, stamp and cover letter will be about $1 per piece.
Send to 700 Operators for Under $300... The 700 highest volume operators in North America have expressed an interest in finding new places to visit, suppliers to use and things to do by opting in to receive information from Fire Starter Brands. Each of these quarterly direct mail programs includes:
Incentives for operators to take a look at the material inside. Those same incentives let us measure an engagement rate that regularly exceeds 20% or ten times the industry average.
Participating organizations are highlighted on Fire Starter Brands' signature "What's Hot" list.
Each packet contains no more than 30 inserts and is delivered via first class mail.
The anticipated cost (including shipping material to the us) is just $0.48 per piece.
Hand Them Out
Get out of the office and bring your profile sheets to key buyers. Plan your own sales trip or join one of the sales missions that Fire Starter Brands has already put together. By participating in one of these sales missions, you'll have a chance to learn from the operators, see how they work and make your pitch while inside their comfort zone and when they aren't distracted by a book full of appointments and the marketplace buzz happening all around them.
We present each operator with a handful of flyers at the close of each meeting from those who couldn't make it. Your material is never stuffed inside an envelope and is personally presented to the decision maker. Our special rate on brochure distribution is so low we can't publish it online. Contact us today to check availability or to learn more.
ABOUT THE AUTHOR…
Stephen Ekstrom is a well-recognized tourism marketing expert whose influence reaches millions of 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 over 6,000 opted-in global travel trade buyers, advising, teaching and assisting smart travel industry suppliers and destination marketers. Stephen currently lives in South Florida with his two dogs, Match & Rudy.
3 Steps to Better Trade Marketing, Better Connections, and Better Results
SCHEDULE A CALL
When you’re not seeing the results and success you want in your business, it’s time to talk to a travel trade marketing expert.
GET A PLAN
During your call, tell us about your vision. Before you hang up, you’ll have the outline to a plan that will lead you to your goals.
WIN MORE VISITORS
Start welcoming more visitors, generating more leads and building stronger relationships with travel trade buyers.