Navigating Quiet Sales Periods
How frequently do we encounter the sentiment: “Sales are subdued at present – I’m becoming somewhat apprehensive”? Such feelings are ubiquitous, as everyone experiences those lulls—days or even weeks—when activity diminishes and concern sets in. However, the actions we undertake during these intervals, along with our preparatory measures, can significantly alter outcomes.
During my tenure in business development and later in cruise development, I was often taken aback by the number of colleagues who simply awaited phone calls or client visits. In an era marked by unpredictability, such a passive approach is simply not tenable.
Visibility and Relevance
As a small, independent agency, we have eschewed a rigid annual marketing strategy; instead, we perpetually engage in activities that sustain our momentum. Whether through revitalizing our storefront displays or conceptualizing innovative ways to engage with our community, we are staunch advocates for creative thinking as a means of maintaining visibility and relevance.
For instance, if the thought of hosting your own travel show has never crossed your mind, I wholeheartedly urge you to consider it. Admittedly, it necessitates meticulous planning; there are financial implications, and it can induce anxiety. However, I assure you, the endeavor is profoundly rewarding.
We organized our own event in September, and honestly, anxiety about potential attendance consumed us. Yet, those fears were unfounded, as the turnout was remarkable—and the subsequent bookings have surpassed expectations.
This occasion provided our established clients the opportunity to engage with travel experts in person while inspiring new clientele to commence planning their explorations. We are already anticipating our next endeavor!
Cultivating Connections
While our marketing tactics may align with conventional practices in some respects, we are perpetually vigilant for innovative opportunities to co-brand, collaborate, and engage new audiences.
Here’s a selection of our marketing initiatives at Ponders Travel:
- Collaborate with our local BBC radio station for timely interviews and ongoing features.
- Participate in and support events with a travel theme, ranging from wedding expos to country fairs.
- Advertise in community guides and on GP surgery screens, in addition to leaflet distributions and banners.
- Foster relationships with local journalists to keep our travel narratives in media circulation.
- Maintain an active social media presence and produce video interviews with industry experts.
- Organize VIP gatherings for esteemed clients and curate escorted tours with a personal touch.
- Support local charities and community initiatives that resonate with our values.
We do not profess to possess all the answers, nor am I lecturing; however, I firmly believe that exchanging ideas fosters collective growth. If you have implemented a successful strategy or possess a creative marketing concept, I encourage you to share.
Let us continue to inspire one another. After all, collaboration is the essence of caring.
The Significance of Collaboration
When strategizing our marketing endeavors, we have resolved to focus on nurturing our existing relationships while forging new ones. Establishing strong ties with a tour operator and its personnel is paramount, and over recent years, we have diligently recognized the value of partnering with the right entities.
It is evident that as we promote and collaborate, our relationships deepen, product knowledge enhances, and, ultimately, we achieve superior sales outcomes—as demonstrated at our travel show. I wish to extend my heartfelt gratitude to all those who participated in the event; the sales figures were outstanding that day and continue to rise as a direct result!
Source link: Travelweekly.co.uk.
