Can’t advertise on tele? Don’t fear, just get people talking about you.
2015 has been an interesting year in marketing for me. As well as our ongoing evolution of the roomsXML marketing strategy, I’ve been helping my mum raise the profile of her new hotel in Siem Reap, Cambodia. Very different looking at it from the “hotel out” rather than “wholesale in” perspective.
Earlier this week, David Reeves (our Sydney man and one of the most experienced folk in the Australian travel industry), was “forced” to watch commercial television; “Every ad break there was something for Expedia, bookings.com or Trivago…how big are their budgets?”.
This OTA marketing blitz is across television, online, print and event sponsorship.
Individual agents can’t compete in this game. But there is a way to win the marketing war.
Guerilla tactics – get them talking about you
I first met Martin Bailey about five years ago. I loved his positivity, enthusiasm and the presence that he brought to the room. But what he taught us about word-of-mouth marketing or “WOMM” ended up being a cornerstone of our approach to growing roomsXML. We don’t have a massive advertising budget, margins are thin. So the talk needed to be effective.
Why WOMM for the little guy?
Smaller agents need word of mouth. Image: Sergey Nivens/Shutterstock
Because it’s exceptionally effective. As Martin says “think about how you chose your hairdresser, your physiotherapist, your dentist, even a plumber…. was it advert or is it a friend recommending?”
“Statistically, 90% of people will believe their friends and loved ones while only 10% will trust advertisers.”
How about that… People think advertising and marketing might be slightly dodgy.
The Key – get them talking about you
The key for the independent or work from home agent (like a Travel Manager/MTA/Travel Counsellors) who does not have “big brand firepower” behind them is to become the brand and to drive the content of the stories that people tell about their product and service.
It shouldn’t be that hard; who doesn’t want to brag about the awesome holiday they just went on? But whilst they’re telling the story, what do you have to be a big actor in the story that is always mentioned next to the word “travel”?.
It comes down to good content
You have to stimulate the right stories, the right words, the right punchlines and call to actions so that people talk about you in the right way when you aren’t there. It’s here that content is king.
“Great content is ‘useful’ content. The more content you can create or curate that’ll help enhance your customers planning and enjoyment of their holidays the more you’ll become the go to source for booking all their travel.”
Matt Leedham, KarryOn Founder
“As Travel ‘Consultants’ all you need to do is simply that. Personally ‘Consult’ potential customers through great content on how to have amazing holidays as your world of mouth marketing. It could be a blog piece about packing for a cruise, a video on how to take great photos or a Social Media post with an article you found on 10 hot destinations your customers shouldn’t miss this year for example,” he added.
“Whatever you decide to do, keep the idea simple and add your personal touch and expertise to continually build your own community of loyal followers.”
Making it work for a smaller agent
The best thing about WOMM, when you weave it into your business processes, client interactions and the way you interact with your clients is that it is incredibly cost-effective. In fact, when optimised, the way you do your business becomes your marketing story.
That is something that an OTA can never achieve.
But getting this altogether can be tricky and take a bit of lateral thinking.
Get on Board – Free WOMM Workshops by roomsXML and KarryOn
That’s why roomsXML and KarryOn have hired the services of Martin Bailey for free workshops on word-of-mouth marketing, specifically designed for the work from home or independent agent (but of course anyone is welcome).
The Melbourne event will be 6:30 PM with full drinks and dinner, on Wednesday, 4 March.
The Sydney event, with venue and time to be confirmed, will be just before the school holidays in the CBD.
Click here to express your interest for attending and reserve yourself a spot.
But act NOW to get people talking about you.
