Successful marketing in a constantly changing environment.

Consider the dramatic changes in the travel and leisure marketplace in recent years.

The real revolution of the Internet is that it has incredibly increased the consumer’s knowledge - and driven a quest to gain more from life and their travels. It is changing the way they research their holidays and leisure time.

It is also changing how, where and when they book, thus impacting and changing distribution channels. And as well as the consumer changing, so are travel agents who are fast becoming travel providers competing with tour operators.

Consequently product offerings must be geared to your customer and his changing wants and needs.

And more importantly, your marketing must be focussed on where he is looking. Traditional marketing is in serious decay. Brand loyalty, or what little there was, is disappearing. Marketing must now be targeted at the new marketplace – on-line searching. And it must be measurable.

‘50% of my advertising works, I just don’t know which 50%’ – is dead!

We can now track what works and what doesn’t work. What gives us ROI – and what doesn’t?

You can see the customer journey through your website, assess where you are losing them, and fix it. Marketing is now about getting them into your site, retaining them, and converting them – at reasonable costs. Remember, every day hundreds of thousands of consumers are putting search phrases into the web which your product would match – are you there for them?

But that’s not all. On top of all this change we are in a sustained downturn in the overall economy, with no certainty as to when it will improve.

Wow, so much change!

But what do we think might change as we look forward?

Exactly the same – the consumer, distribution channels, marketing and the economy will all continue to evolve and change rapidly – it is the new way of the world.

Our challenge is that we can only guess at how they will change.

So we need to build business plans which accept an uncertain future caused by an ever changing world and based on:  

• Understanding the consumer
• Addressing product and distribution changes
• Measurable marketing
• An Organisation with a flexible culture and people who embrace change

Are you ready?

Please contact Tom for an informal chat:

E: tom.allen@tomallenpartnerships.com

M: 07785 704934