Buyers are bombarded with options in this world of information overload. Alternative solutions, new destinations, services and ideas are constantly presenting themselves to decision makers. Technology makes it possible to find many suppliers, a range of prices, and a variety of creative ideas for incentive travel programs. Sadly, we have sometimes seen tools and technology win over long-term relationships. This is not a trend that we four long-time incentive travel practitioners find thrilling. But it’s a reality that is not going to disappear.
fourCE.org counsels each of our clients on the importance of relationships in the incentive travel field. We firmly believe that the effort made to build long-term partnerships with both your customers and your suppliers is crucial. But are relationships enough to get and keep customers? The answer is a resounding “NO!”
Rather than being left behind by technology, why not make use of the new tools available to you? Business has been taking this direction for decades and the incentive travel industry should be no exception. We invest time and resources to nurture relationships. It’s time to make an equally strong commitment to developing tools that put you out front in a competitive situation.
Here are a few tools to consider:
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Your web site is more important than ever. When was the last time you really analyzed the effectiveness of your site? Have you asked your clients how useful it is to them? Does it provide truly helpful information for potential buyers or is it just a marketing piece? And, most importantly, can your clients find you on the Internet? Today, investment in search engine optimization is a necessary part of any marketing plan. |
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Consider creating a password-protected area of your web site. This allows you to post tariffs and other confidential information exclusively for your clients. |
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Because incentive travel is a product that appeals to all five senses, the best sales presentations touch as many of those senses as possible. Have you made it a priority to develop photographs, video, audio, virtual tours and other a/v materials that can be readily available to email to your clients? One company we work with offers “virtual proposals” including links to video clips representing each idea in the proposal. By adding a bit of space on your server to accommodate streaming video, you can bring your proposals to life. |
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Consider incorporating PowerPoint and other slide show programs into your proposals. When the product you are marketing is an extraordinary travel experience a static word-processed document cannot be relied upon to convey your message. |
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Have you made an effort to communicate your branding in your corporate communications? Little things like consistent graphics in your email communication, marketing messages in all communications and electronic newsletters full of useful ideas are all small elements of a consistent branding program. |
| • | How do you stay in touch with past clients? Keep them interested in your product by offering subscriptions to an electronic newsletter. While staying mindful of avoiding SPAM, you will be surprised to learn how many of your contacts are enthusiastic about being kept up to date on news from your company. And, make sure you keep your web site interesting by having recent news appear on the home page. |
Tools can make a world of difference. Companies that have made tools a priority have an edge over the competition in a world that wants creative answers delivered quickly and thoroughly. If you haven’t focused on this part of your business, it’s an investment you will be well served to consider.
fourCE.org can help you design tools that achieve results. Contact us at info@fource.org.