Getting the Most out of Deals and Promotions

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A great way for a company to focus on strengthening its awareness and garnering more followers on social media is to advertise deals and promotions.  Initiatives like this can be a push for short-term tactical sales growth.  They can also strengthen a major strategic message or unique selling proposition (USP), or simply raise awareness.  However, it is also important to deliver a high-quality experience with these deals and packages.

Carol Cork, the marketing director of PrivateFly.com believes that “Travel marketing is about experiences, more than just travel – there is a need to be disruptive and different.”  A successful digital travel marketing approach is to connect the brand with the reasons that customers travel.

PrivateFly.com combined strong content marketing and a partnership with Ski Verbier to create an amazing, all-inclusive ski experience promotion for the discerning skier.  Cork explains that it is not about selling a ski holiday.  Rather, it is about connecting the PrivateFly brand with target customers’ lifestyles and making it relevant and desirable.

Be Prepared

Here are a few things to keep an eye on when creating promotions:

-When finalizing a promotion, make the decision whether the campaign is a brand-building exercise or commercially driven.

-Offer travelers opportunities to buy an attractive value product while accounting for extra capacity.

-Underline the brand position/message while coming up with an attractive deal.  Some examples of this include find the lowest prices and smooth ways to confirm a booking.

-Target new customers, meet their current needs and match their propensity to buy.

Do’s and Don’ts of a New Marketing Campaign

Do:  Involve the team.  Marketing ideas and energy should be encouraged as widely as possible.  Members of a sales team, development team or finance team provide a vision not considered by a marketing team member.

Do:  Have a commercial lens.  It is important not to prize speed and agility over commercial success.  Create a criteria checklist to make sure your marketing campaign fits your target market.

Don’t:  Plan too far ahead.  Companies used to plan annual or semi-annual campaigns.  Now it is more about quarterly planning and a consistent flow of daily and weekly ideas.

Don’t:  Assume things are working when they are not.

 Some Tips for an Appropriate Communication Plan:

1) Deliver a message that is easy to understand.

2) Make the proposition an attractive one (whether financial or tangible).

3) Be relevant with the theme and content.

4) Ensure uniformity in communication across media channels and platforms.

5) Do not come across as just another deal or promotion.

Combining Business Needs with the Right Rewards

One thing that should always be considered when planning a deal or promotion is seasonality.  Campaigns should be worked out considering occupancy level, and key calendar dates; the validity of the period is always important.

When talking about rewarding customers, there always needs to be an element of benefit for the consumer.  This could be in the form of monetary saving or included amenity.  Overall, sustaining a structural approach to the execution of a campaign is crucial to remain feasible in operations.

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