ASTAWebinar_Effective Marketing Strategies Based on Real Agency Successes

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Effective Marketing Strategies
Based on Real Agency Successes
ASTA Webinar – October 2, 2013

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What are we covering?
• Agency Marketing Benchmarks
• Agency Specifics
• Agency Marketing Successes
• Marketing Basics
• Marketing Tools
• Finding ASTA Data
© ASTA 2013

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Agency Marketing Benchmarks
© ASTA 2013

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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

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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
According to ASTA’s Financial
Benchmarking Report spending on
advertising averages between 2%
and 3% of total operating costs.

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Print Ads and Yellow Pages Still Very Popular
© ASTA 2013
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

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Referrals Important Source of Leads
© ASTA 2013
Purchase lists, 3%
Receive lists from
consortia, 9%
Referrals, 94%
Other , 26%
Source of New Leads Outside Advertising

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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%
Effectiveness of These Methods in Generating New Customer Leads for Leisure Travel

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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%
Effectiveness of These Methods in Generating New Customer Leads for Corporate Travel

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Agencies Average 8.6 Leads a Month with the Largest
Share Getting 3-5 Leads
© ASTA 2013
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

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Only 40% Track Leads – But Estimates of Closings is High
© ASTA 2013
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

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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
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%

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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

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Agency Specifics
© ASTA 2013

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January, September and October Are Peak Times for
Marketing Activities
© ASTA 2013
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

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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

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Advertising Mediums Change Based on Month –
Generally Direct Mail Is Preferred Method
© ASTA 2013
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

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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.

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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
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.

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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
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.

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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
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.

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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
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.

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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

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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

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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

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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

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Pushing Consumer Traffic to your TravelSense Profile
TravelSense.org per month
Visits 66,082
Unique Visitors 31,313

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Facebook Messaging - Share on Your Facebook Page
© ASTA 2013
https://www.facebook.com/ASTATravelSense
https://www.facebook.com/AmSocTrvlAgents

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.

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