ASTAWebinar_Effective Marketing Strategies Based on Real Agency Successes
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ASTAWebinar_Effective Marketing Strategies Based on Real Agency Successes

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Benchmarks on agency marketing and market successes.

Benchmarks on agency marketing and market successes.

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ASTAWebinar_Effective Marketing Strategies Based on Real Agency Successes ASTAWebinar_Effective Marketing Strategies Based on Real Agency Successes Presentation Transcript

  • 1 Effective Marketing Strategies Based on Real Agency Successes ASTA Webinar – October 2, 2013
  • 2 What are we covering? • Agency Marketing Benchmarks • Agency Specifics • Agency Marketing Successes • Marketing Basics • Marketing Tools • Finding ASTA Data © ASTA 2013
  • 3 Agency Marketing Benchmarks © ASTA 2013
  • 4 More than Half Have a Marketing Plan © ASTA 2013 Source: ASTA Marketing & Customer Retention Report Yes, a general plan, 41% Yes, a plan with specific targets, 14% No, but will develop a plan in the future, 19% No, do not see the need, 20% NA - not applicable to business model, 7% Marketing Plan or Strategy
  • 5 Most Agencies Do Advertise % of Agencies That Advertised or Plan to Advertise Average Median Maximum Spent in 2010: 66% $5,813 $1,530 $140,000 Spent in 2011: 70% $5,997 $1,800 $147,000 Estimated Spend in 2012: 70% $6,638 $2,000 $153,000 Forecasted Spend in 2013: 68% $7,123 $2,500 $150,000 Advertising Spend by Agencies Source: ASTA Marketing & Customer Retention Report According to ASTA’s Financial Benchmarking Report spending on advertising averages between 2% and 3% of total operating costs.
  • 6 Print Ads and Yellow Pages Still Very Popular © ASTA 2013 Source: ASTA Marketing & Customer Retention Report Advertising Mediums Used by Agencies and Amounts Spent Medium % of Agencies Using This Method Average $ Median $ Maximum 1 print 1/4 page ad - local 29% $1,254.81 $300.00 $15,000.00 1 yellow pages full page ad - print 9% $1,603.58 $1,000.00 $9,600.00 1 yellow pages ad - online 9% $1,088.45 $600.00 $4,000.00 Ad Words (google, facebook, linkedin, etc.) - six months 9% $2,463.28 $600.00 $20,000.00 1 banner ad on Web Site - six months 8% $710.90 $300.00 $5,000.00 1 magazine full page ad - local 6% $1,268.04 $800.00 $5,000.00 1 print 1/4 page ad - national 3% $1,986.36 $900.00 $9,000.00 1 quarter page ad - trade journal 1% $907.14 $500.00 $3,000.00 1 magazine full page ad - national 1% $8,250.00 $1,500.00 $29,000.00 Other 22% $3,416.22 $1,000.00 $50,000.00 Note: Answered only by those who advertise
  • 7 Referrals Important Source of Leads © ASTA 2013 Source: ASTA Marketing & Customer Retention Report Purchase lists, 3% Receive lists from consortia, 9% Referrals, 94% Other , 26% Source of New Leads Outside Advertising
  • 8 Referrals Most Effective for Leisure Very successful Moderately successful Not successful NA - do not use Customer referrals 87% 13% 0% 0% Networking 33% 50% 5% 12% Direct Mail 13% 40% 11% 36% Web site (agency's own site) 11% 49% 18% 22% Open house/Mixer at agency 9% 19% 8% 64% Seminars/Presentations at retirement homes, clubs, etc. 8% 27% 11% 54% Local events (bridal shows, festivals) 7% 29% 15% 49% Email marketing 7% 54% 14% 25% Print advertising - local 5% 37% 17% 41% Yellow pages - print 5% 28% 17% 50% Yellow Pages - online 4% 18% 14% 64% Facebook 2% 28% 25% 44% Banner ads on other Web Sites 1% 8% 11% 79% Magazine ad - local 1% 12% 12% 75% Industry publications/journals 1% 4% 7% 89% Twitter 0% 4% 24% 72% Print advertising - national 0% 4% 10% 86% Magazine ad - national 0% 3% 8% 89% LinkedIn 0% 8% 33% 60% Pinterest 0% 3% 16% 81% Source: ASTA Marketing & Customer Retention Report Effectiveness of These Methods in Generating New Customer Leads for Leisure Travel
  • 9 Referrals Most Effective for Corporate As Well Very successful Moderately successful Not successful NA - do not use Customer referrals 75% 21% 1% 3% Networking 33% 44% 5% 18% Attendance at trade shows 8% 23% 22% 47% Sales calls (telemarketing, onsite visits, etc.) 6% 30% 3% 61% Web site (agency's own site) 5% 47% 14% 33% Direct Mail 5% 28% 14% 53% Cold calls to set-up presentations 5% 19% 14% 63% Email marketing 4% 39% 14% 43% Yellow Pages - online 4% 12% 14% 70% Print advertising - local 4% 23% 12% 61% Yellow pages - print 2% 31% 24% 43% Facebook 1% 18% 25% 57% LinkedIn 1% 11% 23% 66% Banner ads on other Web Sites 1% 6% 12% 81% Magazine ad - local 1% 9% 10% 80% Twitter 0% 4% 17% 79% Print advertising - national 0% 5% 9% 86% Magazine ad - national 0% 2% 6% 92% Industry publications/journals 0% 6% 8% 86% Source: ASTA Marketing & Customer Retention Report Effectiveness of These Methods in Generating New Customer Leads for Corporate Travel
  • 10 Agencies Average 8.6 Leads a Month with the Largest Share Getting 3-5 Leads © ASTA 2013 Source: ASTA Marketing & Customer Retention Report 9% 19% 24% 19% 9% 8% 12% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% None (business based on current clientele) 1 - 2 leads 3 - 5 leads 6 - 10 leads 11 - 25 leads 25+ leads NA - Do not track New Customer Leads Generated Monthly
  • 11 Only 40% Track Leads – But Estimates of Closings is High © ASTA 2013 Source: ASTA Marketing & Customer Retention Report Yes, manually, 30% Yes, in our CRM, 8% Yes, using "other" method , 2% No, we do not track, 60% Tracking Closing Ratio with New Inquiries Average % Median % Mode % Closed Leisure Inquiries 63% 70% 80% Estimated Percentage of Leisure Inquiries that End in a Sale
  • 12 70% of Agencies Collect Data on Their Customers in a Database © ASTA 2013 Yes, as part of front, mid or back office software., 39% Yes, as a standalone product, 15% Yes, as a simple spreadsheet , 15% No, 30% % Having a CRM or Searchable Database of Client Information Source: ASTA Marketing & Customer Retention Report 96% 84% 83% 75% 74% 70% 69% 67% 59% 49% 45% 6% 4% 0% 50% 100% Address, Phone, Email Date of birth Gender Credit card information Travel preferences… Types of previous trips… Destination of previous… Passport number Cost of trips Insurance usage Family size/type Other NA - do not collect data… Customer Data Collected Agencies That Collect Data % Share of Responses Have Used Data for Marketing 74% Have not used the data 26%
  • 13 Direct Mail and Email Mediums Most Used When Communicating with Current Clients Daily Monthly Quarterly Annually As needed Never use Other direct mail (birthday cards, thank you cards, etc.) 5% 15% 2% 8% 50% 20% Emails of new deals 7% 27% 8% 1% 33% 24% Direct mail flyer on new deals 1% 17% 17% 3% 30% 32% Facebook 20% 13% 3% 1% 16% 47% Email newsletter 1% 21% 10% 1% 14% 53% Seminars/Presentations at retirement homes, clubs, etc. 0% 3% 8% 7% 24% 58% Direct mail newsletter 0% 8% 16% 5% 14% 58% Open house/Mixer at agency 0% 1% 5% 14% 17% 63% Text messages 1% 2% 1% 1% 16% 78% Blog 1% 5% 4% 0% 11% 79% Twitter 6% 4% 1% 0% 5% 85% Youtube 0% 2% 1% 0% 7% 90% Webinars 0% 2% 1% 0% 5% 92% Webcasts 0% 0% 0% 0% 3% 97% Podcasts 0% 0% 0% 0% 2% 98% © ASTA 2013 Source: ASTA Marketing & Customer Retention Report
  • 14 Agency Specifics © ASTA 2013
  • 15 January, September and October Are Peak Times for Marketing Activities © ASTA 2013 Source: ASTA Marketing & Customer Retention Report 53% 44% 42% 40% 36% 34% 34% 36% 44% 46% 36% 35% 0% 10% 20% 30% 40% 50% 60% % of Agencies Marketing in That Month
  • 16 Typical Promotion Patterns Month Travel Promoted this Month January Bridal/Honeymoon Shows, Cruise, Spring Break, Summer Promotions February Alaska, Bridal/Honeymoon Shows, Europe, Cruises, Spring Break, Summer Vacations, Valentines Specials March Alaska, Bridal Shows, Caribbean, Cruises, Family Travel, Spring Break, Summer Vacations April Bridal Shows, Consortium Deals, Cruises, Europe, Summer Vacations May Cruises, Disney, Summer Vacations, Skiing Trips for winter June Bridal/Honeymoon Shows, Summer Vacations (includes last minute deals), Fall/Winter Holidays, Skiing Trips for winter July Fall Cruises, Summer Vacations (includes last minute deals), Fall/Winter Holidays, Las Vegas, Skiing Trips for winter August Bridal/Honeymoon Shows, Fall/Winter Cruises, Las Vegas, Last Minute Summer Deals, Skiing Trips September Alaska, Australia, Bridal/Honeymoon Shows, Spring Break, Winter Cruises, Winter Trips to Warm Climates October Alaska, Bridal/Honeymoon Shows, Caribbean, Cruise Night, Hawaii, Spring Break, Summer Festivals, Winter Vacations November Bridal/Honeymoon Shows, Europe, Hawaii/Mexico (sunshine), Holiday Cruises, Holiday/Winter Specials, Spring Break December Last Minute Winter Holiday/Christmas Deals, Caribbean, Hawaii/Mexico (sunshine), Spring Cruises, Spring Break © ASTA 2013 Source: ASTA Marketing & Customer Retention Report
  • 17 Advertising Mediums Change Based on Month – Generally Direct Mail Is Preferred Method © ASTA 2013 Source: ASTA Marketing & Customer Retention Report Direct Mail/Mailer Email Yellow Pages Adwords Postcard Print Ads January 29% 22% 4% 1% 6% 38% February 40% 22% 4% 4% 2% 28% March 38% 20% 4% 4% 2% 32% April 33% 27% 4% 4% 4% 27% May 35% 27% 4% 4% 4% 27% June 37% 24% 5% 2% 5% 27% July 37% 33% 4% 2% 2% 22% August 31% 36% 5% 2% 5% 21% September 38% 23% 4% 4% 0% 31% October 35% 19% 4% 4% 4% 33% November 34% 26% 4% 2% 11% 23% December 45% 23% 5% 2% 0% 25%
  • 18 © ASTA 2013 Agency Marketing Successes
  • 19 Incentives & Referrals • For Valentine's Day, we sent out postcards inviting our clients to bring a friend or special someone into our agency and offered them a gift card for any booking. • Mail coupons for $25.00 off to clients who book a cruise within a specific time period. • My best marketing plan is to give the best service to my existing clients who in turn are always referring family, friends and acquaintances. This has worked well for over 20 years, and I have many long time clients and more than enough work . • My best results come from referrals and from the marketing programs offered thru my consortium. • We have been in business for over 25 years and our agents all have more than 20 years experience, so we are very fortunate to get the majority of our new by referral. We each keep customer lists and email customers info on sales and destinations constantly. © ASTA 2013 Customer referral incentive, after 10 referrals travel, referring client gets free 3 night cruise. Source: ASTA Marketing & Customer Retention Report
  • 20 Cruise Promotions • We hold regular cruise nights in our office and at several of the adult/retirement communities which are common in our area. • I send out flyers to my past clients to promote a new group cruise pertaining to their interest. • River cruise groups that we take every two years. Start with a letter and past passengers fill it up along with word of mouth. • Did Cruise Virgins (sexy radio commercial): Man: "Is this your first time?" Woman: "yes, it's my first time too, we're both cruise virgins'. Info night for first time cruisers. People got the humor and the commercial caught a lot of attention. • I had an Oceania Cruises Cruise Night with my Oceania Cruises Regional Sales Manager present. The subject of the cruise night was Oceania but also a specific Oceania cruise for which I had group space. As a direct result of that cruise night I had 15 cabins booked immediately • Word of mouth girls getaway cruise. We get pricing early on. We then upsell it by $25 and give that back for every girl they bring on cruise. • Getting the company at the top of the search list has generated good leads. • We worked in conjunction with Royal Caribbean to put an insert into a local paper and we received several new clients from that piece © ASTA 2013 Source: ASTA Marketing & Customer Retention Report I partnered with FoodiesUSA to do a charity event onboard the Carnival Fascination. Carnival is allowing us to bring 100 guests onboard the ship for a tour and lunch. We asked for a $12 donation per person to attend the event. It brought me 100 new clients into my database and I'm giving them a presentation onboard the ship. Local news media are attending and doing a short story in our local market on the event. In conjunction with FoodiesUSA's charity event, we're giving away a cruise at the Jacksonville, FL Lacrosse team's half time show.
  • 21 Social Media/Internet • Facebook $10/day ad.....one month brought in 200 FB likes. • On my own, I share a blog with my clients, that they enjoy very much and have gotten increased business from that. • Facebook Like Us campaign – use Prize as incentive to like Company Page • Travel specials on our Facebook page get good responses. • Market through YouTube videos with links to agency website. • Local online marketing - Yelp, etc. • Our consumer website highlights our specialists - huge source of client leads. We also publish client comments on a regular basis "raving fans.“ • Google Ad Words is amazing. • We have invested a lot of our budget into making sure that we are top page in google search engine. This has done wonders for sending us customers. Our storefront is our website. If people cant find it, we don’t get calls. © ASTA 2013 Source: ASTA Marketing & Customer Retention Report It was the simplest thing I ever did, but it brought great results. I placed a Facebook ad and the picture was a road sign that said "Hawaii, next exit." All I said in the ad was "don't worry; we'll show you the way," and I added contact info, including the fact that I'm a Hawaii Master Specialist. I got tons of responses.
  • 22 Trade shows and Local Event • 50+ Expo in Columbia brings 4,000 seniors. I always show there with great results. Also I do local only Honeymoon events. • Local ad for a Wedding/Honeymoon Show. Total spent on ad and show - $350. number of trips booked - 12. number of referrals from trips booked - 8. That worked! • Member of a public sector employee organization from previous employment. Attend yearly training and business convention by having travel booth there (normally sponsored by one or more suppliers). • Bridal show at local mall that included a booth all weekend long in January, which was a great time to advertise for the upcoming year...we booked far more vacations than honeymoons. • We presented Sri Lanka and S.E. Asia at a trade show in New York with local dancers and cuisine. It was an attractive, albeit expensive campaign but worked well in bringing in new clients. For the first time we had a group of 39 who traveled to Sri Lanka last July 2012. © ASTA 2013 Source: ASTA Marketing & Customer Retention Report Three times a year I participate in a food tasting (prior to wedding receptions) at a small local hotel. This connects me to a small but generally fruitful group of brides who then quite often use my travel services. I worked hard to establish a great relationship with the hotel and they have agreed that I will be their only travel agent.
  • 23 Local Involvement • We belong to our Chamber of Commerce and have become very active in several of their groups. The measurable increase in new business has far outreached the cost of belonging to the Chamber. • Our local newspaper has a "Best of" in different services….in Travel Planning and Cruising . We received Silver last year and Gold this year....having advertised in the paper. • Working with local hockey Team. Doing their travel and advertising on Ice and radio game day commercials. • Advertise by donating to charitable organizations. • Partnering with local bank / local chamber of commerce / senior center / for group business. • We participated in the annual "Christmas Walk" in our town. Offered a free gift to sign up for our mailing list. © ASTA 2013 Source: ASTA Marketing & Customer Retention Report We all but ceased print ads as they are not generating response; our town has the "Nation's Top Rated Farmers' Market 5 Years In A Row." We are corporate sponsors, receiving year round placement on the National Farmers' Market Directory, regional and the town's web pages; year round banner over the municipal parking lot where the market is held; mention in all their radio ads; booth space during each market; listings in all their printed flyers. We also sponsor a number of city events, getting our name on their web sites, print and in all media releases. These combined have paid for themselves ten-fold every year.
  • 24 Other Ways…. • I offer my expertise and time to local media outlets for travel news stories, etc. I was asked over 12 years ago if I would be interested in doing a 30 minute monthly radio show on travel; am still doing the show on the PBS station. I spend time to do so, but have never paid for any radio/TV time. • Radio Ad for a winter break trip in Ireland that was for 5 nights including air, hotel, tour, breakfast daily and 3 dinners as well as sightseeing for $1185.00 per person. Booked 7 rooms within 1 week. • Tied in with an International Film campaign, to do a travel desk on the destination featured each week. © ASTA 2013
  • 25 © ASTA 2013 Marketing Basics
  • 26 No One Size Fits All For Marketing © ASTA 2013 Referral Consortium Marketing Groups Local Involvement Social Media Trade Shows
  • 27 Successful Marketing Is about Product, Price, Place and Promotion • Product - YOUR products include service, support, expertise, experience and much more. It is important to promote these products for one simple reason: they are unique to you and your business. • Price - What IS essential is communicating value and/or the benefits of the product. • Place – This is sometimes called the “distribution channel.” It basically represents WHERE your message will reach its target audience. • Promotion - Most often misunderstood as simply “advertising,” there are many more options for promotion that make up this component of marketing. Primary categories include selling, advertising, PR, social media, etc. © ASTA 2013 Source: ASTA’s Sales & Marketing Course
  • 28 First Step - Unique Selling Proposition Simply put, it is a succinct statement of what makes your business unique. While every travel agency basically does the same thing, each has its own strengths and areas of focus. You will often see a USP incorporated into slogans such as “…we cruise the best to make sure your cruise is always perfect,” or “…we speak English, Spanish and most important of all – travel.” A catchy slogan like these is not the purpose. The real purpose is to understand and be able to articulate what makes your agency and/or its staff special! © ASTA 2013 Source: ASTA’s Sales & Marketing Course
  • 29 SWOT Analysis for Marketing Strength Weaknesses Opportunities Threats Staff Years of experience Old habits All are open to positive change Many nearing retirement Location Central busy location Limited parking Pay for extra spaces Mall agency has no parking issues Knowledge/Skills 7 destination specialists Minimal tech skills Online training is cheap & easy Overtime for training Technology Familiarity No longer compatible GDS will upgrade Staff resisting the upgrade Current Market Long-term loyal clients Most desire low margin products Upselling & add-on Limited add-on options Desired Market Upscale and luxury High service demand Larger margins Too busy for quality service/time © ASTA 2013 Source: ASTA’s Sales & Marketing Course
  • 30 Sample of Simplified Marketing Plan and Budget Jan Feb Mar Apr May Jun Facebook Ad Cost: 600.00 over 6 mos. 100.00 Italian Cooking Cruise 100.00 French Wine Lovers 100.00 Antarctic Adventures 100.00 Italian Cooking Cruise 100.00 French Wine Lovers 100.00 Antarctic Adventures Weekly Tweets No cost: time only Recipe of the week Wine of the week “Awesome Iceberg” of the week Recipe of the week Wine of the week “Awesome Iceberg” of the week Monthly Mailer Cost: 600.00 over 6 mos. 100.00 Italian Cooking Cruise 100.00 French Wine Lovers 100.00 Antarctic Adventures 100.00 Italian Cooking Cruise 100.00 French Wine Lovers 100.00 Antarctic Adventures Total 200.00 200.00 200.00 200.00 200.00 200.00 © ASTA 2013 Source: ASTA’s Sales & Marketing Course
  • 31 Marketing Tools Provided by ASTA © ASTA 2013
  • 32 Reinvigorating Your Sales Force & Planning Marketing Sales & Marketing Course © ASTA 2013
  • 33 Pushing Consumer Traffic to your TravelSense Profile TravelSense.org per month Visits 66,082 Unique Visitors 31,313
  • 34 Facebook Messaging - Share on Your Facebook Page © ASTA 2013 https://www.facebook.com/ASTATravelSense https://www.facebook.com/AmSocTrvlAgents
  • 35 Finding ASTA data © ASTA 2013
  • 36 ASTA Website www.asta.org/research © ASTA 2013
  • 37 YouTube http://www.youtube.com/user/astasvideos © ASTA 2013
  • 38 Slideshare http://www.slideshare.net/mteates © ASTA 2013
  • 39 Dateline ASTA Weekly © ASTA 2013
  • 40 © ASTA 2013 A copy of the slides are available on SlideShare at http://www.slideshare.net/mteates For Follow-up Questions: Melissa Teates 703-739-6983 mteates@asta.org You can also contact me on LinkedIn.