Fredi Helton, CTIE
I once read there are 52 types of marketing strategies ranging from database marketing to B2B to transactional to guerilla marketing. While all of these strategies have their place, for an Independent Contractor in the travel industry, relationship marketing can be the most effective.
Relationship marketing focuses on customer loyalty, retention and long-term customer engagement rather than shorter-term goals like a running an airline ticket or one time booking. According to Steve Oelnski, “Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.”
Trust is key in relationship marketing. Much like other professional advisors – legal, medical, financial – travel counselors are sought because of their expertise. A “hard sell” approach brings to mind television commercials for aggressive personal injury attorneys that make the lawyer appear to be more of an ambulance chaser and less professional. Relationship marketing is a better approach for trusted advisors to attract new clients, keeping the sales funnel filled.
So: how do you build these relationships?
Begin by building your brand.
The goal of marketing is to build your brand. Branding is defined as “the process of developing consumer beliefs and perceptions that as accurate and in alignment with what you want your brand to be.” Your brand is your purpose. It separates you from the others in your field. It isn’t necessarily a logo or website or anything tangible – it’s the clients’ and prospective clients’ perception of your business. It is the promise you make to your clients. Your brand conveys who you are, what you stand for, the standards not only with which you do business but in which you live.
In the beginning, travel agents were agents for steamship lines, airlines, and tour companies and our businesses were referred to as agencies. Now, a better label would be a practice as defined by BusinessDictionary: “a business in which a professional or number of associated professionals offer services, such as a law practice or a medical practice.” Why not a travel practice? A trusted advisor? Your brand creates trust.
According to “Branding for Dummies”, “brands are built around four fundamentals: differentiation, relevance, esteem and knowledge. But the magic ingredient that converts those fundamentals into a branding success story is consistency. In branding, consistency is the single most important ingredient for success.”
How do you define your brand?
Begin with your niche. Studies show that the days of being all things to all people have passed and while it is great to know a little about a wide variety, trends in the travel industry all indicate the most successful travel consultants have an area of expertise, a niche. Determine yours. When someone sees Mickey Mouse ears, do you want them to think of you, the Disney specialist? Are you all about family travel? Do you want to specialize in cruises? What about spa and wellness travel? It’s a big world out there. Clients have more resources than ever before and if they are more knowledgeable than you, there’s no real reason for them to use your services. Define what you do and be the very best. Determine the benefits of using your services. Decide what qualities you want associated with your company.
As you are defining your brand, remember the WOW factor. Incorporate what will make your services different from the others. In his best-selling book “Purple Cow – Transform Your Business by Being Remarkable” Seth Godin compares marketing to driving past fields of cows. At some point it becomes boring and no one notices the cows are even there…but it there was a purple cow, that would attract interest. “In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.”
Be a purple cow.
While your niche may be a part of your brand, it is only a part. Your brand is you. Let it be your true north.
Next, set brand strategy.
You have determined your brand and niche, now visualize your client and think about what image would be more relatable to them. This will determine how you will present your brand and design your logo. Someone who specializes in cruises wouldn’t want a logo showing a city skyline. Similarly, someone whose niche is luxury travel wouldn’t attract as many clients using a logo with Comic Sans MS font.
Once you have a GREAT logo, develop a tagline, a short statement that describes what you do, the meaning of your brand. Think Verizon’s “can you hear me now?” or Nike’s “Just Do It” or Allstate’s “you’re in good hands”. Make it be memorable. Make it concise.
Now that you have a logo and tagline, design the rest of your presentation pieces – business cards, brochures, letterhead, everything specific to your business – around them. Consistency presents professionalism and whether your brand is friendly or formal it needs to be always be professional.
Your brand should be evident in every part of your business, from email signature block to how you answer the phone to even what you wear on sales calls.
Professionalism and consistency should extend to your “elevator speech”. A well-crafted, well-rehearsed presentation not only will share your expertise, it can be a safety net and is a great way to display confidence. Here are some ideas:
I am an experienced travel consultant and meetings and incentive planner. Driven by client needs, I take pride in providing the best solution possible. My passion for travel design can be traced back to my childhood, where I spent significant time working on puzzles, pretend adventures and studying maps in my favorite classes, geography and social studies. As a Certified Travel Consultant, I specialize in transformative travel. I am passionate about advancing cultural causes, ecotourism and sustainable travel, making a trip more than point A to B but a true memorable experience.
You might include:
In addition, I am also involved in ____________________ and __________________________. Outside of the office, I enjoy _________________________.
Do your research. Focus on your target market. As it is often said, “your vibe attracts your tribe.” You project an image, either good or bad. Make it a good one.
It is also worth noting at this point that not everyone is your client. Try not to take it personally. Stay true to your brand. It’s your reputation. If you are a luxury travel advisor, don’t be distracted by bargain hunters. Tell them it’s not your area of expertise but you can recommend someone who focuses on that area. Remember: you are a specialist, a trusted advisor. An orthopedic surgeon would refer someone complaining of a toothache to a dentist without a second thought. Why wouldn’t you?
Protect your brand. It is your reputation. Be true to your brand. Clients are looking for someone they can trust. The quickest way to lose business and a referral source is to fail to deliver.
Finding clients
Once you have your brand and your niche, the next step in relationship marketing is to find those with whom you can build a relationship.
The travel business is people and the opportunities to be with people are endless! They provide an opportunity to share your expertise and established relationships add credibility to your brand.
- Be visible in your community. Join your local Chamber of Commerce.
- Give back to your community. Participate in volunteer efforts. Become a part of civic organizations, like Rotary International, Lions Clubs International, Kiwanis Club or Soroptimists, or service organizations like the Benevolent and Protective Order of Elks.
- Look to community calendars and Meet Up for meetings of other entrepreneurs or like-minded individuals. As you’re considering your options, don’t discount smaller groups.
Keep in mind that you will get back as much as you give to any networking, civic or service group, so be prepared! Chances are you will not attract a client on the first meeting or sales call. In fact, it is believed that a networking group will not produce a client until after a year’s worth of interaction. Also, be cautious: motion does not mean action. Networking events can be overwhelming and consume all of your time, leaving no real time for business. It is better to be involved whole-heartedly in one group than making an appearance at many, which gives the appearance of insincerity and will damage your brand. As mentioned, consistency is key but be selective. It is often easy to tell after the first visit whether or not the group is a good fit. Remember, time is money and it’s never prudent to throw good money after bad.
Every living thing either grows or dies and so it goes with networking. Never stop growing your network; network your networks. Again, make this a controlled growth, one you can nurture.
As you become visible in your community, keep in mind sponsorship opportunities, such as charitable events or local sports teams. While you should always be generous with promo items, it is better to have a few good items than a lot of cheaper quality. Like everything discussed, it is a reflection of your brand. Companies like Vistaprint offer PromoBox paid subscriptions, a monthly service providing samples of their products. This is a good way to find items that would suit your brand without breaking the bank.
- Always give back. It will come back to you time and time again.
- There are also opportunities to network on line: Twitter, Facebook, Linked-in, Instagram. While there are many groups to join, keep in mind the “rule” of in-person networking, that you will only get back as much as you give. Limit yourself to the ones with which you can truly participate and not just stalk. Be consistent with Facebook posts.
Building relationships.
Now that you’ve built the network, the next step in relationship marketing is building the relationships. Base the relationship on an emotional connection. Steve Olenski says “Today’s consumers are less concerned with facts than with how a brand makes them feel. Emotional satisfaction (or the elimination of a negative emotion) is factored in whenever a customer calculates the net benefit of doing business with any brand. Know what emotional experience your ideal client is hoping to encounter or avoid, and then find ways to deliver that. This will open their hearts, which will in turn open their minds.” Remember, the product you are providing is not a ticket or even a trip, it’s an experience, a feeling.
Front-of-mind marketing is critical and to become front-of-mind, consistency is key. Prospective clients want to know you will be there (there’s that trust thing again) so it’s important to keep up regular communication, whether in person (the best) or through a phone call.
- Get personal. Get to know the people who could be your clients. Listen. Learn. Engage. Everyone wants to feel special, like they are your favorite or most important client so make them feel that way. While there are companies (like Send-Out Cards) that will handle correspondence, the value of a hand-written note has increased exponentially. Always, always follow up with anyone who has handed you a business card, even if it’s just a “nice to meet you” email.
- Be available. This doesn’t necessarily mean 24/7 access, but it does mean a timely response to email and phone calls. Again, this consistency is a reflection of your brand.
Offer value. Earn your commission or professional fee. Keep learning, stay on top of trends in your niche. - Be dependable.
- Be trustworthy.
- Be genuine and nurture genuine relationships.
Marketing activities in relationship marketing
While relationship marketing is based on in-person contact, there are more traditional marketing strategies that can be employed once relationships are in place.
Use your website as a marketing tool. As with all efforts, it should support your brand. Keep it interesting by adding a blog. Keep it current by adding informational pieces or promotions that would encourage a call to action.
Once relationships have been established, use traditional means of marketing such as postcards or newsletters directed to your established contacts to remain front of mind. If used prior to up-front-and-personal contact, these can come across as junk mail. If you have an email list, make it quality contacts. Don’t clutter the recipients’ inbox. Make mailings quality pieces directed to their interests. If sending a newsletter make it pertinent, relevant information.
One way to maintain consistent marketing habits is by using a marketing calendar, a plan that would cover all of your activities for a year. In addition to a guideline/reminder/check list, it can also be used to determine what is working and things that can be deleted.
In conclusion
Relationship marketing has been proven an effective strategy within the travel industry as independent contractors work to develop their client base with repeat travelers and referral sources. The key to successful marketing, relationship marketing in particular, is consistency. In the words of Wendy Burk, a very successful luxury travel advisor, “…your service, culture, verbiage, and overall look are all opportunities to communicate your trustworthiness and travel expertise in this industry. If you can create and protect a recognizable, consistent, sophisticated brand experience, your clients will have something tangible to relate to and personally connect with.”
NOTES:
Godin, S. (2009). Purple Cow: Transform Your Business by Being Remarkable. New York, NY: Penguin Books
Olenski, S. (2013) This Is The Most Important Word When It Comes To Relationship Marketing Retrieved from https://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#44a04b5969e6
Turner, M. (2017) The Best Top Management Tips. Retrieved from https://www.luxurytraveladvisor.com/running-your-business/best-top-management-tips
Chiaravalle, B., Schenck, B.F. (2017) Branding for Dummies. Hoboken, New Jersey: John Wiley and Sons.
http://www.businessdictionary.com/definition/practice.html
