By Tim Williamson, Marketing and Product Director, TUI Travel UK.
1. Understand why your current customers are buying your brands.
Get that absolutely clear. Then play that back in communication - you’ll find there are plenty of others who find that story motivating and you’ll win market share.
2. If you want to ‘reposition’ your brand, remember as a marketeer your task is to talk about what makes you different.
You MUST get buy in and commitment from your Product and Customer Delivery teams to ensure that ‘difference’ is being achieved at the front line, and consistently delivered.
Investing money in telling a compelling story will be completely wasted if it is not delivered in the experience.
3. Don’t bother advertising how cheap your product is because, quite rightly, no one believes you.
4. If you are getting told by the trading guys to advertise how cheap your product is (and you are not the lowest cost producer in the market) get your Finance Director to commission some econometric modelling.
This will show you are wasting lots of his money and will get you promoted. Or fired.
5. Alternatively secure co funding for your advertising, to share exposure and investment. A lower risk for both parties.
6. If you can afford TV I recommend it.
It is extremely cheap at the moment for the impact that it can have on awareness of your brand.
7. CRM and ECRM is still the future through greater and greater personailsation.
Go to extraordinary lengths to capture your customer’s email addresses. Even consider sleeping with them.
This is probably a better area of focus now than social media unless your customers are really into tweeting and blogging.
By all means use social media now but more as a tool to monitor what your customers are saying about you than using it to sell to them. If you do want to dive into social media make sure you’ve got the internal structure and resources to cope before you create a monster!
8. Make sure you have a ‘fallow’ control cell in your direct marketing.
You can use this to understand whether what you are doing is working or whether your beautifully crafted origami is going straight in the bin.
9. Make sure you research your campaigns to check that they achieved the objectives you set out in the initial wonderfully simple brief.
Even better if you can pre test to make absolutely sure that it’s going to achieve the objectives.
The research results also really help selling the campaign into the marketing sceptics that probably run your business by taking the subjective “I don’t like that” argument away and replacing it with “yes but the target audience do”
10. Be happy.
Marketing travel is much more fun than marketing margarine!
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