Ideas and marketing trends in the travel market – Part 2

Here some of the major trends:

·        More channels occur where advertisers can reach their target customers, for example through telephones and information stations in shops. new concepts and paradigms have been introduces as "dialog marketing", "multi marketing" and "integrated marketing". Advertisers need to coordinate their marketing efforts through many channels so they can meet potential customers in different arenas.

·        Customers want control. For example they dislike door sellers and telephone sellers. Further more they don't wish advertising brochures in their mailboxes and pop up advertising when they surf on internet. Instead they might be interested in tailor made information through websites based on their own specifications, for example "my site"-functions and cookies. They are also open for receiving useful information and favourable offers through e-mails and SMS (messages to mobile telephone), which they have requested.

·        Consumers are individuals, and they know what they want. Many people in the 50 - 60 age are very rich. They are in good health and still like action, but they are at the same time the least standardised target group (they have many differents need and interests). So to reach this big segment companies have to be very good at communication.

Trends lead to similarity. So if you use the same marketing methods as your competitors you have to do it better, or you need more financial resources than your competitors. In the market it's a big need for brands that offer something unique. It`s important to ask yourself again and again: what`s the advantages of my products and services? How can I do it better? Can I renew it, or can I offer something else?

Is not longer important what your message is and how you express it, but what kind of role you are going to play in your customers life. This bring us back to how you communicate and take care of your customers.

As the Chinese say: "even the longest journey starts with the first step". The first step is to collect and analyse information in order to find out where to go and planning the tour.   In most cases they use internet as their first, most useful and updated information source. Since internet also could be considered as an interactive communication tools, most things can be arranged there.

Advise for marketing in the future

Based on trends we will give the following advice:

·        Go deeper into your own market strategy before you start campaigns and advertising. Many still waste their money due to badly research and preparations.

·        Understand the potential customers better. Be aware of that they have various need and interests, and would like to do many things on a tour.

You will the reduce marketing costs and hit your target group better by defining your customers more precise!

·        Make the message in your campaigns easier, clearer, more directly and specific. Communication is usual set in a context. By being more precise your target customers will understand your message better and interpret it more positive.

·        Be more personalised in your communication: one to one communication has become more important to convince potential customers. General information to a large number of recievers, so called mass communication, has declined because the effects are small.

·        Find the optimal mix for advertising in media: how do you get most out of your marketing budget. Take advantage of "dialog marketing", which means using a complete range of channels and advertising methods. Be aware of that people search for travel information and tour offers in many different ways dependent of the situation.

·        Multi-marketing is another key word for achieving marketing effects through several media as internet, TV, telephone, stand on exhibitions, e-mail campaigns, direct mail (DM), advertising in newspapers, magazines and on websites etc.

·        To transfer this in to football (soccer): "to score a goal, you need to score with both feet". Advertisers should emphasise to have an overall consistence profile so advertises in different media can support each other. If potential customers see these advertises in many channels and media during the campaign period it could affect them very much. The most responsive advertises are displayed on right time in right channels.

·        Define specific goals on a well proven strategy. Be strongly focused and loyal to your strategy.

·        Work out criteries for measuring the response from customers.

·        Custom Relation Management (CRM): achieve high levels of customer satisfaction and loyalty compared to your competition is a powerful engine for growth and profitability. 

·        CRM can work as a differentiating business strategy.

·        CRM delivers a return on investment for two out of three projects.

·        CRM produces solid short-term returns but lags in providing full strategic benefits.

·        CRM success starts with putting customer interests first.

·        Succeed with CRM by being smart: 

• Define a customer-centric strategy 

• Use appropriate metrics 

• Ensure your organization is aligned with your objectives 

• Redesign work processes as needed  

• Use appropriate technology tools as enablers.

Put your customers first and create a better relationship with them than your competitors.

Marketing is just another form for investing your money.

Just as investing in properties, shares and bonds you should expect payback or return on invest.

It could sometimes be paid back with just 2 - 3 customers by doing the right things!