Slideshare Coaching Session - The Travel Institute, CTC #1 The Marketing Process

Cory Andrichuk
Entrepreneur
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• Analyzing... starts with you
• Recommending... some ideas to get started
• Implement... a plan and start today
Workshop Agenda

Sales
Booking
Service
Marketing

Marketing is everything...
Marketing is an investment in
your future business. No
matter how successful you are,
how experienced, and how
many clients you currently
have, you always have to be
marketing...

What is one strength you have in
terms of your current marketing
plan/ idea/ strategy?
What is one area where you can
look for your ‘improvement’?

Marketing is changing…
Door
to
door
Radio
TVDirect
mail
and
email
Cold
calls

Traditional Marketing is sometimes like being
hammered over the head with the
message!!
People are finding ways to TUNE OUT
traditional marketing messages…
So what do you do??

Edison Research
Consumers look to Facebook
friends for advice: 24% of
consumers consult their
Facebook friends before making a
purchase.

Market Research
#1. Primary Research - Are those you can do
yourself.
#2. Secondary Research Sources are those that
others do for their own purposes, but that may
serve your purposes, too.

Yellow Pages
Visit to competitor
Call to competitor
Speech or talk made by competitor
Article written by competitor
Competitor's publications
Current or
Help wanted ads
Convention or trade shows
Clients of competitor
former employees
Analyze your competitors
Suppliers
Professional organizations
Other competitors
The "Grapevine"
Promotions
Advertising
Internet Site

Analyze your Partners
• Suppliers (Cruise lines, Tour Operators, Tourist
Bureaus)
• Vendors (CRS's)
• Outside sales reps (Independent contractors)
• Volunteers
• "Circles of Service" companies
• Clients refer others to you
• Clubs and associations

Analyze your Products
1. What travel products do you
sell or emphasize now?
2. What new travel products
should you sell or emphasize
in the future? Why?

Analyze your customers
1. My target customer audience is:
2. The average age of my customers is:
3. The average income of my customers is:
4. My customers buy this kind of travel (in
general):
5. My customers are loyal to me because:
6. My customers buy their travel this
way (walk-in, home, internet, etc.):
7. They buy from me because:
8. They buy generally at this time of
year:
9. I reach my customers in this way:
10. I can exceed their expectations by:
11. Other characteristics of my
customers are:

Know Thy Customer...
Customers often don’t know
what they want
It’s up to you to find out...

Consumers
wants and needs are changing!

We value different things and are
willing to pay for it…
…because we like customization,
unique, choice with affordability!

…because families are
doing things differently
…and need help doing it!

…because they love and
treat their pets like
Children/ family!
And/ Or…
…because they choose
NOT to have children
and still want to take
their pets on vacation!

cory@brandUcoaching.com www.airbnb.com
WHO…
2008
San Francisco,
Airbnb is a trusted
Community
marketplace
for people to list,
discover, and book
unique
accommodations
around the world
— online or from a
mobile phone.
Metrics
• over 10 million
nights booked
• over 300,000
listings worldwide
• over 33,000 cities
• 192 countries
• over 600 million
Social Connections

Survey finds travel agent users more satisfied with travel experience
New York, NY, February 27th, 2014 — The American Society of Travel Agents (ASTA) today
announced the release of its new study, Value of Travel Agents, which was sponsored by
Carnival Cruise Lines. The primary objective of this study was to measure the value of the travel
agency channel and to show whether working with travel agents enhances the travel
experience. And the results confirmed just that, and more.
Findings from the Value of Travel Agents study, which was conducted by MMGY Global,
discovered that over half of Millennial (59%), Xer (53%) and Boomer (58%) leisure travelers who
used travel agents believe that vacations planned with travel agents were better than those
organized without their assistance. Not surprisingly, consumers that use an agent travel more
(average 4.7 trips) than consumers that don’t use a travel agent (average 3.6 trips).
“The Value of the Travel Agent study shows that people who use a travel agent are more likely to
be satisfied with their trip. The research also provides insight into how and where travel agents
can expand their businesses." said ASTA CEO Zane Kerby.
http://www.asta.org/News/PRDetail.cfm?ItemNumber=11166

What are you willing to consider?
Automatic Experience:
 Operating under default settings…
 “I cannot change… I was born this way!”
 Travel has turned into a commodity…
 I do not understand digital/
social/millennial…
 There’s no money in travel…
 Clients these days are rude!
 That people buy travel ONLY on price…
 That the internet is unfair…
 Direct and online bookings are killing me…
 Nobody talks to anyone anymore…
 I miss the old way of doing things…
Choice & Opportunity:
 Choose to see life differently,
 Choose to think differently,
 Choose to do things differently,
 Choose to be personal, customized & caring,
 Choose to USE perspective,
 Choose to consider opportunities, & options,
 Choose to create more meaning & purpose
 Choose to be different!
 Choose to embrace change more often,
 Choose to create the travel experience with
your hello
 Choose to enhance your professional travel
passion with technology!

We have choice…
We have choice to make a conscious decision
on HOW to think…
AND…
What to pay attention to!

Travel
Advisor
Entrepreneurial
spirited
Fee based
Specialized/
Niche/ Expert
Mobile
Social and
online savvy

Who Are You...?
What Is Your Purpose?
Your CORE beliefs are the
basic philosophies of how
you live your life.

STRENGTH ES
THREATSOPPORTUNITIES
WEAKNESSES
1. Home Based/ Retail/ .com
2. Client Database / history
3. Experience / Passion
1. Budget
2. Experience
3. Planning/ Organization
1. Technology/ Tools/ Online
2. Niche Markets
3. Professional Development
Resources
1. Direct supplier intervention
2. Economic/ global landscape
3. Consumer Perception of travel
agents value.
NOT THE INTERNET!

Become customer centric
AND…get purpose-based!

Create a unique customer experience

cory@brandUcoaching.com
Creating a unique experience

Create a unique
customer experience

Create a unique
customer
experience

Trustworthy, Credible, Personal, Intimate, Customized, Professional,
Safe, Secure, Reliable, Certified, Objective, Useful, Relevant,
and FULL OF VALUE!

Self-assessment…what
kinds of travel experiences
have you created in the past?

It’s YOUR choice to choose!

It’s a mindset shift!
STOP telling /selling…
 AND Become VALUABLE…
 Become RELEVANT…
 Become USEFUL...
 Become YOU (again!)
 Become brand U

Travel agents/ agencies
…in the news

Develop a plan
A Marketing Plan is part of a Business
Plan, but is much more brief.
Imagine. Create. Balance.

What’s been your biggest
drawback/ hang-up in
planning your marketing in
the past?

Your plan needs goals
2 sets of responsibilities:
1.One is to manage today's business.
2.The other is to manage tomorrow's business.

What are goals?
Goals are the written milestones you pass on your
way toward your vision.
“Don’t just think it, INK it!”

S.M.A.R.T Goals – Using a 3-P Formula
( Brian Tracy)
Specific… I EARN $X in commission per month
Measurable… I COMPLETE my CTC, by October 31, 2014
Attainable… I HIRE passion, personal, and professional people
Realistic…I SELL one travel package each day
Timely… I POST on Facebook daily

2014 Marketing Goals:
• Sales/ Rev $ Goal:________
• Cost/customer:__________
• Recruitment: ___________
• Acced. / Certif:__________
• CRM: _________________
• Build a niche in?:________
• Travel Fam : ____________
• Marketing Budget:_______
Website Goals:___________
E-Marketing Goals:________
FB Like Goals:_____________
Linked In Goals:___________
Newspaper Goals:_________
Blogging Goals:___________
Direct-mail Goals:_________
Twitter Goals:____________

You need growth...
Make this goal
substantial, but
achievable.
We'd suggest a
minimum of $10,000.

Define a Niche Marketing
Objective (s)

Prepare a Promotional Plan

A Travel Agent Marketing Mindset
is…

“Travel Expert Homework”
results from a Google search
(Google yourself/ business name...)

A Marketing SUITE of products

My Niche
I create unforgettable romantic getaways to exotic tropical destinations for time
starved couples who are too busy and/or overwhelmed and need to reconnect with
each other and re-kindle the romance.

StationaryBusiness Cards

What emotional footprint does
your brand create?

A strong brand leaves an emotional footprint
that resonates with your clients.

Co-branding works…
Adventure lifestyle…

Destination specific…

Product
specific…

Does your marketing leverage your client knowledge?
(Effective marketing relies on the quality of your data.)

 Review you and your agencies logo, marketing,
Products & Services, and Personality to ensure you
are congruent online and off!
 Market you and your brand and not anything/
anyone else by creating client touch points:
•Welcome to my Travel Agency greetings,
•Personal Hand-Written Thank You notes,
•Unique & Personal Coffee dates, and Shopping
excursions!
•Personal Passport Renewal Reminders,
•Thank You for Your Referral,
•Creative Welcome Home, Birthday, Anniversary
Check List

2014 Strategic Plan
Vision: ________________________
Mission: _______________________
90 Day Objectives: _______________
Marketing Goals: ________
Q3 & Q4: Objectives: _____________

Your Vision Statement…
…is a picture of what you see your
business becoming in the future.
… offers you clear direction for
your future activity.
… is part emotional (the product of
your imagination, hunches and
values) and part rational – based on
your analysis.

Historical Examples….
1. “A computer on every desk.” Steve Jobs
2. “A computer on every desk in every home running
Microsoft software.” Bill Gates
3. “Produce an affordable automobile.” Henry Ford
4. “One team, one country.” Nelson Mandela

Your Mission Statement is not...

Dissected…the mission statement should
convey some of these parts:
1. Values – To Inspire, to Educate, To Lead, Engage, Interact,
2. Geographic Areas – local, regional, community, state/ provincial
3. Purpose – To serve
4. Responsibility – To enrich, cultivate, support,
“To <insert Value> in my community of <insert Geo Area> and
<insert Purpose> and/ or <insert Responsibility>

90 DAY OBJECTIVES: (Measure what matters most!)
• Marketing
• Sales
• Service

Don’t be these guys…

Our Journey
Begin…
Travel Agent Travel Entrepreneur
Ongoing…

Slideshare Coaching Session - The Travel Institute, CTC #1 The Marketing Process

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