Your 2009 Marketing Plan: Points of Contact
TRO is devoting the next few weeks to assisting agents in developing a 2009 Marketing Plan. Follow along with us each day to gain the traction you need to make 2009 your best year ever. Now that we...
View ArticleTravel Agency Newsletters – a How-To Guide
A newsletter is one of the best vehicles for building long term relationships with your existing customers and for marketing to potential clients. A newsletter reinforces your company brand and gives...
View ArticleHow To Choose a Logo
Are you recognizable? Take a look at the items within your line of sight. Recognize any brands? Who made the phone, the computer you are working on, the printer sitting on its stand? The chances...
View ArticleVisual Design and Branding Considerations – So What?
This week we have been discussing the visual system used by companies to identify their brand. We have spoken about matters as big as your logo and as small and seemingly unimportant as font and white...
View ArticleBuilding a Brand for Your Travel Agency – The Basics
Marketers like to throw the word “brand” around a lot, but the reality is there remains a lot of confusion over exactly what is meant. Poorly implemented, a brand strategy can leave clients confused...
View ArticleBuilding a Brand for Your Travel Agency – Developing Your Brand Message
Yesterday we established that your brand is the total sum of people’s perceptions about your company (or about you personally as a travel agent). Too often, branding happens without any intentional...
View ArticleBrand Building for Travel Agents – Communicating Your Brand
We are devoting this week to the concept of branding your travel agency. A brand is a short cut – when your brand is strong, clients and potential clients that have been exposed to your brand will...
View ArticleBrand Building for Travel Agencies – Maintaining Your Brand
We are devoting this week to the concept of branding your travel agency. As we indicated in yesterday’s column, branding sets up expectations of a unique value in the mind of the client. If you have...
View ArticleBrand Building for your Travel Agency – Branding Yourself
It is very easy to read a marketing article on Branding and to think that the article addresses “the company”. Certainly every company has it’s archetype – an image of its brand that sits at the core...
View ArticleAdvertising for Travel Agencies
Advertising can be a scary proposition for a travel consultant. In a service industry like ours, advertising can represent as much as 80% or more of an entire marketing budget. Purchasing the right...
View ArticleExamine Your Lead Generation
Marketing has two functions – the retention of existing clients and the generation of new clients. Our mission is to discover where in the sales process we can fine-tune our one-on-one skills with...
View ArticleOnline Reputation Management for Travel Professionals
“Reputation is what men and women think of us; character is what God and angels know of us.” ~ Thomas Paine You know what your company stands for, what ethic you live by and the manner in which you...
View ArticleDefending your travel company’s online reputation
You are engaged in pro-active monitoring of your company’s reputation, and you have in place every possible customer service channel to preemptively handle complaints. Yet, you wake up one day to a...
View ArticleYour Company’s Visual System – Internal Coordination
Make a quick list of all of the places your company’s visual system is evident. This will most likely be on your business cards, your letterhead, your web site, presentations and Facebook page. Perhaps...
View ArticleGraphical Design and Your Visual System
The graphic design of marketing materials is certainly about pulling the viewer in and keeping them there long enough to recognize a benefit to remembering your brand. Competing for the attention of a...
View ArticleVisual Advertising for Travel Professionals
This week we have been looking at the concept of a visual system for your travel practice – the graphical elements that represent your brand. Now, let’s zero in on the creation of an advertisement as a...
View ArticleSo what’s your story?
The psychologist Carl Jung posited that all humans share in the unconscious portion of our minds what he termed “archetypes”: images of mythological importance that we instantly recognize in stories...
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