Become a Travel Agent

Practical and Tactical Marketing Techniques
Joanie Ogg, CTC, MCC
President NACTA & TravelSellers

One consistent question that I hear from home-based agents is “How can I cost-effectively market for more sales”?  This question in varying forms comes from those who are new to being a home-based travel professional which one would expect. Yet this question is one that is also a common question from seasoned agents who perhaps have just moved their business home or who are just looking for some new and innovative marketing strategies that will not break the bank.

We are blessed in our business as we have so many great conferences and events where we can learn not only from the workshops we attend but also learn from our peers. When I share some ideas at workshops I am always thrilled when I see some folks just light up at an idea that that realize is perfect for their specific business. It is almost like an “Aha” moment. You know that moment when you hear something and you say to yourself, that will work for me and why did I not think of that? Well, some of the tips I will share in this article may be old tried tested and true for some but may be new to you. Perhaps you used the technique in the past but had completely forgotten about it or you realize now it will work better for you so you are game to try again. Here we go…

Solicit Your Customers
You might be thinking why would I do that? They are my customers already. Yes, this may be true but they can help you get new customers. It is the number one best way for you to build your business. Take a step beyond though and actually ask them to write a letter about you and how great you are. Take that information and keep it in your sales portfolio and put it on your website. Be sure to ask permission from them to post the testimonial. Most satisfied clients are proud to share accolades. If you are a techie and can record and link to your site so viewers can hear them speak about you, all the better.

Meet the Press
Introduce yourself to the local editors of newspapers and business publications in your area. Let them know you are available for comments on travel related subjects that arise. Make sure you mention your website to them and visit them often. Ask them if you can submit press releases for their review.

Share the News
Make the time to create a one-page or more professional newsletter and distribute it everywhere imaginable. Create a call to action to motivate them to give your services a try. The beauty of a newsletter is that unlike a brochure about your business you can change it often and make it time-sensitive. This can be in addition to an on-line newsletter. I firmly believe you need both as not everyone enjoys reading periodicals online.

Teach and Sell
Visit the local colleges and continuing educational programs in your area and offer to put on a seminar. You might even visit the local library and see if they would be game. You have to use caution and not make it seem as if you are giving a sales pitch. Instead share your expertise and motivate them to pursue you as the expert! You might offer to be available for 30 minutes after to answer questions independently. Take a list during the presentation and watch the time slot fill up with reservations to speak with you.

Get Out and Mingle
Being a home-based agent makes it hard to break away from the home office to get out and drum up new business. This however is an absolute must! Not only is it important to the strength and growth of your business but it is important for you to get out of the house. Circulate to meet as many people as possible, gathering business cards as you go. Instead of just filing the cards in a drawer phone, email or write a nice note as a follow-up and watch people respond. Think about how often you take a card and do nothing after that. If you do not react fast while you are fresh in their minds the moment is gone.

Three is the Magic Number
When you hand out a business card multiply it times two. Tell them you would love them to tell their friends and family about you if they do not mind. Just the suggestion might result in a referral. It is certainly worth the cost of three cards to try.

Post a Flyer
Make a professional flier with a picture of yourself and a summary about your business. You will often see places where you can simply post this for others to read as they are perhaps waiting in line. I know my local Starbucks as a bulletin board where several home-based businesses post their information. I always read it so I know that it will be seen. Create tear-off tables at the bottom with your number or email. Believe it or not Microsoft Publisher even has a form like this in its template collection.

As with any marketing techniques (and there are millions) some will be a fit for some and not for others. However, one thing is certain and that is that we must market or we will cease to grow our businesses. That being said, perhaps one or two of the above simple and very cost-effective methods will work for you. I hope you had an “Ahaa” moment and will see your travel business soar.