If anyone tuned into the Travel Weekly virtual show yesterday, Mike Batt (CEO of Travel Leaders–formerly Carlson Wagonlit Travel Associates) had some pretty stern (and frightening words):
- Expect a 20% drop in revenue this coming year
- To build your business you will need to steal your clients
Everyone says that when the going gets tough, the tough get marketing. I definately see the logic in that concept, but from an agency owner that has lived throguh commission cuts and elimination, SARS, 911, and a war, I can tell you the wallet tends to disagree.
Well, remember to use ClientBase to your advantage. The price is minimal, and you have such a HUGE marketing tool at your fingertips.
Email is cheap. ClientBase has a great email engine to get both your targeted and general messages out. Utilize targeted marketing with your existing clients and send them relevant information when they need it. You will be a hero in your preferred suppliers’ eyes.
As for stealing clients…well, you ought to know how many (or who) is disappointed with their experience with you, so you know there are others disappointed with their web or brick and mortar agency as well. Start a blog, participate in travel forums like Cruise Critic. Get your name out there however and whenever you can. 2009 will be a year for guerrilla marketing. I hate to use a tired term but really–think out of the box!
Make a resolution that for 2009, each week you will use the program just a little bit more and learn a bit more.
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