Become a Home Based Travel Agent

How Do You Fight The Battle
by Jan Shaughnessy

Are there times it feels like you're fighting an endless battle in this industry?  You're frustrated and tired of the same old fights.  Day after day, week after week.  The cruise lines keep adding to the non-commissioned fare, suppliers keep finding more ways to sell direct, the MLM's keep annoying everyone, and your expenses keep growing while your commissions are shrinking.  Maybe you feel like just throwing in the towel and running up the white flag of surrender.  Well, maybe you've lost a few campaigns.  But before you pick up that white flag, why not put on your battle gear and give it one more fight.   Let's look at your War Plan.  "My War Plan?" you say.  Yes, that thing collecting dust in the bottom of your desk drawer.  You may have labeled it Marketing Plan. 

The War Plan  (Alias Marketing Plan) -  The objective of every good War Plan should be the goal to win the battle.  You need to plan your strategy with your Tactical maneuvers (Short term) and Strategic maneuvers (Long term).  Remember to always keep your goals measurable and attainable.  Over stretching your goals will cause battle fatigue.

         Goals:  What are they?  Will you aim to increase your revenue by 10%, 20%?  Perhaps you'll aim to increase your bookings by 20% or increase your clientele list by XX number of prospects.  What strategy will you use?  Will you concentrate on specific destinations, or move from mass market cruises to premium or luxury?  Maybe your thinking of blowing those ships right out of the water and switching to a totally different segment of the travel industry;  land vacations, where commissions are higher.

         Tactics:  How will you achieve the goals you set.  Advertising, promotions, blocking out group space, direct mail, and holding cruise nights or travel expos are all ways to "Get it done".  Advertising can be expensive which makes it important to think of innovative ways to get the message out there.  Press releases, church bulletins, Home Owners Association or club newsletters,  and local community free newspapers all may be ways to advertise.  While pumping gas the other day I realized how many ways I was being targeted with advertisement by this one gas station.  First, the machine asked me for my zip code.  Was this really to confirm my credit card, or were they  finding out where their customer base was from?  Then it asked if I wanted a receipt.  Hmmm, good way for them to save a little paper.   Then  it was, Do you want a car wash - No.  The machine then asked if I wanted to purchase Additech.  The voice assured me it would be good for my car, but  No Thank You.  Finally, as I was able to start pumping my gas I looked at the nearby trash can that advertised ice cream bars.  Near the handle of the gas pump were all the credit card brands the station accepted.  If I used a particular credit card I could save another three cents a gallon.  On top of the pump I saw advertisements for Soda Pop, ATT phone cards, Cigarettes (yuk), and chewing tobacco (double yuk).  All this advertising was within three feet of my personal space and targeted at me in my short 10 minute stop.   

       Think of all the ways you're advertised to on a daily basis.  Radio, TV, the internet, and let's not forget what jumps out of your mail box. Occasionally I will find an advertisement sticker on my mailbox where someone has driven through the neighborhood.   My ten pound Sunday paper now comes in a plastic bag with grocery advertisements on the bag itself.  Before I can read the paper I have to remove a large annoying advertisement sticker from the front page.  You push grocery carts with advertisement on the seats, and receive receipts with more advertisement.  Maybe you eat at a restaurant with advertisements on a place mat, and placards on the table.  Admit it, how many times have you ordered that hot fudge chocolate brownie dessert because it kept staring at you?

        While waiting at the airport several months ago I saw someone working on a laptop.  The whole lid was covered with an advertisement of the special make up brand that they obviously sold.  It made me think of a miniature wrap version of the ones they put on automobiles.  With social networking and all these ways of advertising at our disposal; I'm sure you can find ways to work your tactical plan to fight the battle. 

Strategic -  You've planned your attack and started your tactical maneuvers.  Now, how will you hold the line?  With some forethought and ingenuity you can forge ahead through the enemy line.  Develop your quarterly calendar to work around seasonal events, cruise line promotions, Holidays, and special events like World's Largest Cruise Night.  Plan to promote early events that are unique and infrequent like the Oberammergau Passion Play.  You should measure your success, but keep in perspective a realistic expectation of your efforts.  

Times are rough.  It's up to you.   To quote my favorite actor Clint Eastwood, playing Marine Gunnery Sergeant Tom Highway, "You improvise, you adapt, you overcome, hoorah!"  You need to do what it takes to get the job done.   Will you win the battle or retreat?