IC TRAVEL AGENT February 2014 | Page 8

OLD MEDIA How to make use of these marketing tools in 2014 SOCIAL MEDIA Brochures Predicted to be a long lost thing of the past, glossy travel brochures are still a desired read by many clients. These so called dream catalogues serve their purpose in print. They stay around the house, friends and relatives see them too. They have evolved into a format that is easily viewed on screen and instantly shared. Sharing a print and/or digital version of a supplier’s brochure is one of the best ways to promote yourself in 2014. The e-brochure is one of the best referral tools there is. The e-brochure serves its purpose as does the printed version however younger generations of travellers are concerned about the world’s forests and prefer a digital version. Promoting e-Brochures as opposed to print can win business to your agency. In 2014 make it a goal to create your own glossy looking e-Brochure. Build in hyperlinks to your website, videos, surveys and more. E-Brochures Conference Calls If your client base ranges to the older end of the Baby Boomer age bracket, then telephone conference calls are still a viable tool to use with many Baby Boomers being retired business people – they are fully aware of how a teleconference works and not shy about chatting by phone. So easy to arrange through your local Telco. The old style conference call has morphed into a variety of formats such as Skype and Face Time to conference call apps such as Crowd Call. Most of your Baby Boomer clients are smart phone savvy and using these apps most of your clients will be able to conference with you from almost anywhere. In 2014 think audiences. Conference Calls Direct Mail Direct mail, well-used by travel agents is a marketing tool that can work for you in 2014. The typical direct mail ranges from a postcard to a letter with an offer plus a brochure and business card which is now enhanced for instance by inserting DVDs that are flat and easy to mail. A DVD can carry your entire product offering and tell your personal travel story too. Everyone likes to get mail even Gen X & Y. One DVD is direct mail. Direct mail in 2014 means digital mail, email, PDFs, links and more. Anything that can be attached, sent, downloaded & forwarded is now 2014 direct mail. Instead of mailing a DVD, you’ll drop the contents into Dropbox for your client to view. The brochure will be read as a PDF onscreen. The missing link for the client is the tactile response to holding that glossy brochure. Perhaps home deliveries in 2014? Digital Direct Mail Page 8