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In the travel industry we have a wonderful marketing tool we call "OverRides".
An override is an incentive or reward given by the travel suppliers to agents for
booking with them.
Most Cruise Lines for example will give you a Free
cruise with every 15 you sell. You are free to sell this cruise or even take it yourself
but there are better ways to use it. If you want to take a cruise we will show you
a better way a little later.
A good approach in your marketing strategy for
your travel business is to start thinking about who controls certain markets. Here
is one example of an effective way to use a cruise override.
If you look in
the yellow pages under Bridal Shops or Bridal Consultants you will find a lot of
listings. What travel market do these people control ? That's right ...... Honeymooner's.
Why
would a bridal shop refer their business to you ? How do you suppose they might respond
if you were to tell them that if they send you 8 honeymoon couples you will send
them to the Caribbean for 7 days ?
If they send you 16 couples they could
get two cruises. One for themselves and perhaps one they might give away to the top
sales person in their store. Everybody wins and the Cruises cost you nothing and
remember every client should be worth 3 to 4 referrals.
Overrides are also
very effective with what we call Pied Pipers. There are hundreds of theme
trips or cruises all over the world. One example might be a "BIG BAND"
cruise. What market might most be interested in a Big Band cruise. Right again ...
.. Senior citizens.
Senior citizens tend to belong to all kinds of social
groups and service clubs. The Pied Piper is that one person who is the natural leader
or has a lot of influence with their particular group. What better incentive for
that person to help you get their group on the cruise than for them to go for free.
Speaking
at group functions on travel is also a very effective way to gain influence to these
groups. Don't forget the great brochures and travel videos you have at your disposal.
Where
would you find people that might be interested in an "Aerobics Cruise"?
How about health clubs and gyms. Remember all these places have bulletin boards.
There
is even an agent that books Square Dance Clubs on cruises all over the world. The
Pied Pipers in this case are the Square Dance callers. They cruise free when their
club goes. We have hundreds of other very effective marketing tips, but use your
imagination.
Any Questions at this Point ?
if so - just