By Steve Crowhurst, CTC, Owner, Selling Travel
Once upon-a-time in old Agentville there was only one screen and that flapped in the wind and swung back and forth in front of the porch door. In the 1950’s another screen entered our lives and that was the TV screen. Fast forward to now, we’re up to a new a different set of screens, five in all at the moment, (seven if you count digital wristwatches and Google Glass) and those screens are TV, desktop, laptop, smart phone and tablet. Each one of those screens is a pathway to your customer’s eyes, hearts, mind and “I gotta go there!” travel gene. Here are five marketing tips on using the five screens:
1. Consistency. Whatever message it is that you are sending out, make sure the same message plays well on all screens. Sounds easy and it is if you know how to do this. Most website platforms offer a mobile version. Check to see if that’s true for your website. If the message you are sending out is not compatible with all five screens – call your tech person.
2. Video. Video is where travel marketing is going and your suppliers are already there. Learn from them. Ask for their videos and factor them into your Five Screen Marketing Plan. Their videos would be compatible with all or most players and configured to all screen sizes.
3. Your Own YouTube/Vimeo Channel. This tip is simply a “just do it!” one. Open a YouTube account and create your own travel channel. Do not upload family videos etc., keep the content 100% related to your travel business. Once you have a selection of your own videos and the videos borrowed from your suppliers you can inform your client base by sending them the link to your channel allowing them to use their screen of choice on which to view your video.
4. Insert CTA Buttons. Be sure to add in a CTA button. This is a Call to Action button that resides somewhere in your video, usually at the end, and it offers the viewer (no matter which of the five screens they are using to view your video), the opportunity to click on the video and be taken to your website and the offer you are promoting.
5. Become Your Own News Anchor. With five screens ready and waiting for your appearance, what can you do? First things first: learn how to present yourself well and groom yourself to be a Five Screen Star. Be able to talk about your services, your offers, your niche tours and to close out the video suggesting the viewer click on the CTA button and check out your offer.
You can create your own news video using the webcam/video features and apps of any of your handheld and desktop devices/computers. Create meaningful and current content that would of interest to your clients. Remember my quote: “Whoever owns the news, WINS!” The key to video success is practice.
For more on Five Screen Marketing read the May issue of IC-Travel Agent www.ic-travelagent.com.
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The Travel Institute offers 11 resources created by Steve Crowhurst, CTC in their online bookstore. Click here to learn more.
