IC TRAVEL AGENT December 2013

TRAVEL AGENT THE HOW-TO MAGAZINE FOR ICs, OSRs & HOME-BASED TRAVEL AGENTS PLANNING DECEMBER 2013 “ACTION!” The ART of Selling Travel from HOME AN SMP TRAINING PUBLICATION

TABLE OF CONTENTS – IC DECEMBER 2013 4 EDITORIAL: Planning 2014 6 THE TRAVEL AGENT’S STORE 7 2014 BIZ PLAN: Getting Prepared 13 THE ONE-PAGER AT-A-GLANCE PLANNING SHEET 14 YOUR 2014 BIZ PLAN TABLE OF CONTENTS 15 TRAINING PAGE: Expecting the Unexpected Selling travel from home does 16 2014 REFERRAL PLAN not have to be a puzzle when you read IC! Find the host agency 17 ADD TO YOUR AD that best suits your needs. 18 BIZ BLOGGING PLAN 20 MILLENIAL MARKETING TRUE SUPPORT FOR TRUE PROFESSIONALS 22 YOU OUGHTA BE IN VIDEO! 26 MAKING THAT MOVIE At Nexion Canada, we know that you are passionate about your travel business. So we provide you with the professional support and industry relationships you need to be more profi table and effi cient, 28 AUDIO CLIP MARKETING giving you the freedom to run your travel business the best way: your way. 30 NICHE: GREEN TRAVEL A full-service host agency combining decades of experience, Nexion Canada provides independent, 33 PACKAGING YOU! Share your money making ideas Canadian-based travel professionals of all experience levels with: in IC and help your IC colleagues. 34 E-BOOKS: YOUR STORY • • Your choice of up to 80% of commissions Your choice of up to 80% of commissions CONTACT Top commissions with leading air, cruise and land suppliers 37 SELLING WITH STEVE Steve Crowhurst • • Top commissions with leading air, cruise and land suppliers Technology tools to better manage your business steve@ic-travelagent.com • • Technology tools to better manage your business 38 START THE NEW YEAR WITH A GIFT TO YOURSELF 250-738-0064 • • Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo www.ic-travelagent.com GDS systems 40 SELLING SPECIAL PLACES • • Training, coaching and networking opportunities Training, coaching and networking opportunities Publisher: • • Innovative marketing programs to grow your business Innovative marketing programs to grow your business 42 IC MEETING PLANNER SMP Training Co. • • Exclusive cruise block space and supplier offers Exclusive cruise block space and supplier offers 43 TOOL: TRANSLATORS www.smptraining.com • • Lead generation for qualifi ed agents Lead generation for qualifi ed agents Vacation.com membership included at no additional charge! • • Vacation.com membership included at no additional charge! 44 THE TRAVEL INSTITUTE: Well Being Travel Course Contributors Steve Crowhurst 45 LET’S TALK ABOUT TRAINING! It’s time to join a family of professionals that truly supports your independent business dreams. IC TRAVEL AGENT is owned and published It’s time to join Nexion Canada. by Steve Crowhurst, SMP Training Co. All Advertising in IC-TravelAgent reaches the serious business-minded travel agent. Rights Reserved. Protected by Promote your products and services via video, audio or generic text and images. International Copyright Law. IC TRAVEL AGENT can be shared, forwarded, cut and IC TravelAgent is marketed direct to over 4,000 travel agents plus thousands pasted but not sold, resold or in anyway more via social media channels such as Facebook, LinkedIn, SlideShare, trade monetized. Using any images or content Contact us today to learn more about our growing family of travel professionals. contacts, partners and educational institutions. Your ad includes a BONUS How- from IC TRAVEL AGENT must be sourced as Visit www.Join.NexionCanada.com follows: “Copyright SMP Training Co. to-Sell article. Full page rates start at: $425 per one insertion. www.smptraining.com” SMP Training Co. Email sales@nexioncanada.com 568 Country Club Drive, Qualicum Beach, BC, Canada, V9K-1G1 Note: Steve Call 866-399-9989 Crowhurst is not responsible for outcomes If it’s not yet 5pm where you live, you still have time to make one more based on how you interpret or use the call, close one more sale or send one more promotion! ideas in IC TRAVEL AGENT. T: 250-738-0064. MENTION THAT YOU SAW US IN IC AGENT MAGAZINE AND RECEIVE YOUR FIRST MONTH FREE! 10131503-Nexion_Ad.indd 1 10/29/13 2:18 PM

TABLE OF CONTENTS – IC DECEMBER 2013 4 EDITORIAL: Planning 2014 6 THE TRAVEL AGENT’S STORE 7 2014 BIZ PLAN: Getting Prepared 13 THE ONE-PAGER AT-A-GLANCE PLANNING SHEET 14 YOUR 2014 BIZ PLAN TABLE OF CONTENTS 15 TRAINING PAGE: Expecting the Unexpected Selling travel from home does 16 2014 REFERRAL PLAN not have to be a puzzle when you read IC! Find the host agency 17 ADD TO YOUR AD that best suits your needs. 18 BIZ BLOGGING PLAN 20 MILLENIAL MARKETING TRUE SUPPORT FOR TRUE PROFESSIONALS 22 YOU OUGHTA BE IN VIDEO! 26 MAKING THAT MOVIE At Nexion Canada, we know that you are passionate about your travel business. So we provide you with the professional support and industry relationships you need to be more profi table and effi cient, 28 AUDIO CLIP MARKETING giving you the freedom to run your travel business the best way: your way. 30 NICHE: GREEN TRAVEL A full-service host agency combining decades of experience, Nexion Canada provides independent, 33 PACKAGING YOU! Share your money making ideas Canadian-based travel professionals of all experience levels with: in IC and help your IC colleagues. 34 E-BOOKS: YOUR STORY • • Your choice of up to 80% of commissions Your choice of up to 80% of commissions CONTACT Top commissions with leading air, cruise and land suppliers 37 SELLING WITH STEVE Steve Crowhurst • • Top commissions with leading air, cruise and land suppliers Technology tools to better manage your business steve@ic-travelagent.com • • Technology tools to better manage your business 38 START THE NEW YEAR WITH A GIFT TO YOURSELF 250-738-0064 • • Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo Access to our exclusive point-and-click booking engine or through the Amadeus, Sabre or Galileo www.ic-travelagent.com GDS systems 40 SELLING SPECIAL PLACES • • Training, coaching and networking opportunities Training, coaching and networking opportunities Publisher: • • Innovative marketing programs to grow your business Innovative marketing programs to grow your business 42 IC MEETING PLANNER SMP Training Co. • • Exclusive cruise block space and supplier offers Exclusive cruise block space and supplier offers 43 TOOL: TRANSLATORS www.smptraining.com • • Lead generation for qualifi ed agents Lead generation for qualifi ed agents Vacation.com membership included at no additional charge! • • Vacation.com membership included at no additional charge! 44 THE TRAVEL INSTITUTE: Well Being Travel Course Contributors Steve Crowhurst 45 LET’S TALK ABOUT TRAINING! It’s time to join a family of professionals that truly supports your independent business dreams. IC TRAVEL AGENT is owned and published It’s time to join Nexion Canada. by Steve Crowhurst, SMP Training Co. All Advertising in IC-TravelAgent reaches the serious business-minded travel agent. Rights Reserved. Protected by Promote your products and services via video, audio or generic text and images. International Copyright Law. IC TRAVEL AGENT can be shared, forwarded, cut and IC TravelAgent is marketed direct to over 4,000 travel agents plus thousands pasted but not sold, resold or in anyway more via social media channels such as Facebook, LinkedIn, SlideShare, trade monetized. Using any images or content Contact us today to learn more about our growing family of travel professionals. contacts, partners and educational institutions. Your ad includes a BONUS How- from IC TRAVEL AGENT must be sourced as Visit www.Join.NexionCanada.com follows: “Copyright SMP Training Co. to-Sell article. Full page rates start at: $425 per one insertion. www.smptraining.com” SMP Training Co. Email sales@nexioncanada.com 568 Country Club Drive, Qualicum Beach, BC, Canada, V9K-1G1 Note: Steve Call 866-399-9989 Crowhurst is not responsible for outcomes If it’s not yet 5pm where you live, you still have time to make one more based on how you interpret or use the call, close one more sale or send one more promotion! ideas in IC TRAVEL AGENT. T: 250-738-0064. MENTION THAT YOU SAW US IN IC AGENT MAGAZINE AND RECEIVE YOUR FIRST MONTH FREE! 10131503-Nexion_Ad.indd 1 10/29/13 2:18 PM

Peace to all. Steve Crowhurst, CTC, Publisher Planning 2014 I’ll refrain from using any of those old, tired, tried but true clichés about failing to plan and simply advise that ya just gotta do it! I hear it all the time in my workshops: “I work from home… why do I need a plan?” and “I’m a one-man / woman show… what’s to plan?” All true – however with a short, sharp well written plan – you can enter 2014 knowing exactly what you’ll be doing on any given day. Make that during any given week if you wish. The outcome will be a very relaxed you, plus you will be ready for any unplanned opportunities. Planning for 2014 means researching what the projected travel plans are of your clients, your suppliers and adding to that information any research that has meaning to your niche market. For instance you’ll want to know what destinations are trending with companies such as Lonely Planet, Conde Naste, Travel & Lesiure and National Geographic. They lead the way in consumer travel magazines and guide books and usually published a planning guide for the coming year. Next, to help with your planning and more so your marketing we’ll explore using video as your Courtesy of www.designbolt.com main marketing tool as in 2014 you’ll be seeing much more usage of this technology and you should get your share. I have started to embed videos in the very pages of IC Travel Agent – you can do the same for your own digital newsletters. Remember, whatever I create here for you, It’s that time of year once more when we celebrate our own religious events, you can create for yourself to attract your existing clients. Videos make for referrals and new and delight at others being able to celebrate theirs. leads, too. Put yourself in the director’s chair and once your script (plan) is written start the cameras. With you playing the lead role. Be the star you are and create those award winning May your 2014 be the best year ever for you personally and professionally. videos that will capture the hearts and minds of your clients, and make better use of your Keep the faith – whichever one you follow. supplier’s videos, too. See you inside… Here’s to your continued success! Best regards. Steve Crowhurst, CTC steve@ic-travelagent.com www.ic-travelagent.com Page 4 Page 5

Peace to all. Steve Crowhurst, CTC, Publisher Planning 2014 I’ll refrain from using any of those old, tired, tried but true clichés about failing to plan and simply advise that ya just gotta do it! I hear it all the time in my workshops: “I work from home… why do I need a plan?” and “I’m a one-man / woman show… what’s to plan?” All true – however with a short, sharp well written plan – you can enter 2014 knowing exactly what you’ll be doing on any given day. Make that during any given week if you wish. The outcome will be a very relaxed you, plus you will be ready for any unplanned opportunities. Planning for 2014 means researching what the projected travel plans are of your clients, your suppliers and adding to that information any research that has meaning to your niche market. For instance you’ll want to know what destinations are trending with companies such as Lonely Planet, Conde Naste, Travel & Lesiure and National Geographic. They lead the way in consumer travel magazines and guide books and usually published a planning guide for the coming year. Next, to help with your planning and more so your marketing we’ll explore using video as your Courtesy of www.designbolt.com main marketing tool as in 2014 you’ll be seeing much more usage of this technology and you should get your share. I have started to embed videos in the very pages of IC Travel Agent – you can do the same for your own digital newsletters. Remember, whatever I create here for you, It’s that time of year once more when we celebrate our own religious events, you can create for yourself to attract your existing clients. Videos make for referrals and new and delight at others being able to celebrate theirs. leads, too. Put yourself in the director’s chair and once your script (plan) is written start the cameras. With you playing the lead role. Be the star you are and create those award winning May your 2014 be the best year ever for you personally and professionally. videos that will capture the hearts and minds of your clients, and make better use of your Keep the faith – whichever one you follow. supplier’s videos, too. See you inside… Here’s to your continued success! Best regards. Steve Crowhurst, CTC steve@ic-travelagent.com www.ic-travelagent.com Page 4 Page 5

2014 BIZ PLAN From a one-pager to a full blown 150 page tome every business needs a plan. If you’ve not written a business plan before don’t worry, there’s plenty of local help at your host agency HQ, government small business offices, plus you can select from many business plan planning software programs – just Google that search term. A home-based business plan shouldn’t be that dramatic, however it should contain enough information to keep you focused and driving forward. To do that we start with your expenses. You need to earn at least that amount. Next we add on what you need to profit by followed by planning how you intend to generate that income. Are you ready? Let’s go. Expenses events such as storms, political change to strikes How much does it cost to run your home based and so on. These are events you can plan for and travel agency? I’ll go with a figure of $5,000 those you can’t as many are unforeseen. So in which for this exercise will include the room you essence, you are planning each year based on use, office equipment, use of your car, gas, what you want to earn, and the expenses you parking, accounting systems, host agency fees, have to pay. Your next step is to decide how you other fees, FAMs, conference costs and so on. will generate those sales. Marketing is NOT included yet. To generate the sales you need you’ll be thinking How Much Do You Want To Earn? hard about which destinations and suppliers to Next you’ll need to decide how much you wish sell and how to market yourself and your to earn in 2014. A recent trade survey advised services effectively. that on average home based agents are selling close to $350,000 a year. Using a figure of 10% for easy calculation the earned commission Recap: At this point we have $5,000 in annual revenue would be $35,000 from which you expenses to pay off and we have decided “we” would pay your $5,000 expenses. If you are on a want to earn $50,000 before taxes. If we gross commission split with your host then you’ll up the $50,000 we have a sales figure of factor in that percentage. $500,000. That’s your sales target and that’s the figure your sales & marketing plan must For the purpose of this article let’s go for $50,000 generate. Now you plot and plan your Be sure to click on the above image and subscribe to the mailing list and that way you’ll be notified in your jeans before taxes. marketing activity based on your niche market, when the store is open, when new arrivals are on the shelves and when special events are scheduled. your client’s needs and other business Where Does This $50,000 Come From? opportunities such as discounted airfares or The majority of workbooks, manuals and PowerPoint presentations will be e-books and available for If you are new to selling travel there is one thing cruises. instant download after purchase. Some eBooks will have hard-copy options and all e-books you must come to understand and it is this: each will have a bulk purchase price subject to the number of downloads required. year you are starting out with a clean slate, with zero sales. Last year’s business rarely repeats Marketing Plan - First Things First which means it’s a brand new ball game each The first thing you do now is make a list of all the If you have published an eBook that you would like to sell via The Travel Agent’s Store please contact year. You hope that the clients who travelled last scheduled dates in 2014 based on the marketing us here and let us know the title, review of the content and your pricing structure. year travel this year – but that’s not how it activities planned by your host / head office. You works. Each year there are many things that do this to make sure you participate and to effect the selling of travel and they range from ensure your local promotions do not clash with some of your clients just taking a rest, to world HQ promotions and vice-versa. Page 6 Page 7

2014 BIZ PLAN From a one-pager to a full blown 150 page tome every business needs a plan. If you’ve not written a business plan before don’t worry, there’s plenty of local help at your host agency HQ, government small business offices, plus you can select from many business plan planning software programs – just Google that search term. A home-based business plan shouldn’t be that dramatic, however it should contain enough information to keep you focused and driving forward. To do that we start with your expenses. You need to earn at least that amount. Next we add on what you need to profit by followed by planning how you intend to generate that income. Are you ready? Let’s go. Expenses events such as storms, political change to strikes How much does it cost to run your home based and so on. These are events you can plan for and travel agency? I’ll go with a figure of $5,000 those you can’t as many are unforeseen. So in which for this exercise will include the room you essence, you are planning each year based on use, office equipment, use of your car, gas, what you want to earn, and the expenses you parking, accounting systems, host agency fees, have to pay. Your next step is to decide how you other fees, FAMs, conference costs and so on. will generate those sales. Marketing is NOT included yet. To generate the sales you need you’ll be thinking How Much Do You Want To Earn? hard about which destinations and suppliers to Next you’ll need to decide how much you wish sell and how to market yourself and your to earn in 2014. A recent trade survey advised services effectively. that on average home based agents are selling close to $350,000 a year. Using a figure of 10% for easy calculation the earned commission Recap: At this point we have $5,000 in annual revenue would be $35,000 from which you expenses to pay off and we have decided “we” would pay your $5,000 expenses. If you are on a want to earn $50,000 before taxes. If we gross commission split with your host then you’ll up the $50,000 we have a sales figure of factor in that percentage. $500,000. That’s your sales target and that’s the figure your sales & marketing plan must For the purpose of this article let’s go for $50,000 generate. Now you plot and plan your Be sure to click on the above image and subscribe to the mailing list and that way you’ll be notified in your jeans before taxes. marketing activity based on your niche market, when the store is open, when new arrivals are on the shelves and when special events are scheduled. your client’s needs and other business Where Does This $50,000 Come From? opportunities such as discounted airfares or The majority of workbooks, manuals and PowerPoint presentations will be e-books and available for If you are new to selling travel there is one thing cruises. instant download after purchase. Some eBooks will have hard-copy options and all e-books you must come to understand and it is this: each will have a bulk purchase price subject to the number of downloads required. year you are starting out with a clean slate, with zero sales. Last year’s business rarely repeats Marketing Plan - First Things First which means it’s a brand new ball game each The first thing you do now is make a list of all the If you have published an eBook that you would like to sell via The Travel Agent’s Store please contact year. You hope that the clients who travelled last scheduled dates in 2014 based on the marketing us here and let us know the title, review of the content and your pricing structure. year travel this year – but that’s not how it activities planned by your host / head office. You works. Each year there are many things that do this to make sure you participate and to effect the selling of travel and they range from ensure your local promotions do not clash with some of your clients just taking a rest, to world HQ promotions and vice-versa. Page 6 Page 7

Next: List all the important dates related to your Expecting the unexpected then is to be fully intention is to use social media then costs are private / family life. After that you’ll list dates aware of what can and will happen and having a almost zero – however you still require the hard related to FAMs and vacations. Plan B in place. You may be called upon to data related to consumer booking activity. extract 20 of your on-tour clients. You may have Finally: List all official government holidays. to contact someone in a consulate. You just have to know how to put Plan B into action when How’s this going for you? Does it make When you have those key and core dates listed, required. For now the assumption is that 2014 sense? If you need to chat with me just plot them on an Excel spreadsheet. Type both will work its magic, everyone in the world will email and we can Skype about it. the dates and your action items or tasks into play nice and life will go on as it was intended. your CRM program or use MS Outlook: (You can print the plan found in this article to save time.) We hope. Planning Quarter by Quarter Outlook Monthly Planner Other Calendar Planning Resources Seasonality In real time and depending upon where you live Google Docs / Templates also offers a selection Your plan will also take into consideration the (I’ll use my own location) Q1 weather can be of calendar templates as does Microsoft seasonality of your products and destinations. rainy, windy and a dump of snow can come Templates. There are online business calendars There will be highs and lows and shoulder anytime depending on which way the winds are available to you, also APPS for your smartphone seasons and those seasons are usually directed blowing. that can help with your one-page planning. by the weather at the destination you are selling. If it is winter where you are and summer where Q1 covers wintery months to the beginning of you are selling, that’s prime season and Spring. My Q1 plan suggests I sell sun, sand and Recap: All the dates you need to record are expensive. Your mission then is to know not only now listed and recorded into your chosen the weather based seasonality, but also the sea destinations and be ready to promote Cherry Outlook Task Scheduler Blossom Tours to Japan. The local season is calendar format. The next step is to plan around booking seasonality. When do people book to these dates listing what it is you intend to sell. that destination you want to sell? How far out driving the beach vacation promotion and the season in Japan is driving the tour to view the from the departure date do they plan? This is cherry blossoms. Seasonality here and information you MUST know. Your marketing seasonality there – both need to be factored into Expecting The Unexpected spend and ROI depend on it. You do not want to your plan. It’s not a topic many travel agents are trained in be investing your marketing money at the wrong yet the unexpected is a constant threat or time such as after the spike. Planning in December means my push to market opportunity to anyone running a travel business. beach vacations is probably late in the day – From experience many travel agents will know Action: Your supplier BDMs have the booking although I could promote ‘Last Minute Bookings” when something is amiss. They’ll stand back and information you need. Call your preferred for those customers who live last minute. review what’s going on. Experience teaches you suppliers and use this script: “Hi (name), I’m to always call a supplier or go direct to a trusted putting together my 2014 marketing plan and Better that I have more time between now and source and find out what the truth might be. As need an idea of when you normally start to take then when I sell something, which makes Japan The Page at a Glance you know mass media likes to exaggerate the bookings for (country/resort/tour)… also are an ideal sale. I can also promote spring time in I tend to work from both an onscreen digital news – sometimes however they are correct. there any typical seasonal spikes I should know Europe and spring cruises too as well as any calendar using Outlook – then to my immediate about – I’d like to invest my marketing money destination throughout the year to come. left is a hard copy At a Glance One Pager for the Events you can expect and plan for would be just before that spike in bookings.” year with weekends, stat holidays shaded in. related to weather and there are plenty of Q2 has its own seasonal destinations and weather-based websites where you can open an Practice that script and change it / reword it to products. Cruising to Alaska for instance. I use this one pager to make pencil and ink account or create a Google Alert so that you are suite your own style and personality. The Marketing in December to sell those early changes. It’s very quick to do so and when you fed the news as it happens. concept is there. What you want to know is Alaskan cruises would again be short notice. You have time you can update your digital version – related to the bell curve for the destination or may not get a return on your marketing dollar – or if your schedule is onscreen, just make the Other than getting a heads-up on the weather product you intend to promote. When do the however, if you are using social media and email changes there and then. Your choice. Note: The pretty much everything else happens by chance. Early Adopters usually book and when do then costs are low, and delivery speed instant. one-pager at-a-glance hard copy has been Think terrorism to sinkholes, to some poor bookings surge? With this information you can reported faster to use than a smartphone! person tipped over the edge through personal plot your marketing dates and how much to Your marketing plan should be created over time Kazam! stress. You’ll never know when it will happen. invest if you are NOT using social media and and in effect never stop. Each promotion you email to promote your products. If your deliver should tail off as another takes off. Your Page 8 Page 9

Next: List all the important dates related to your Expecting the unexpected then is to be fully intention is to use social media then costs are private / family life. After that you’ll list dates aware of what can and will happen and having a almost zero – however you still require the hard related to FAMs and vacations. Plan B in place. You may be called upon to data related to consumer booking activity. extract 20 of your on-tour clients. You may have Finally: List all official government holidays. to contact someone in a consulate. You just have to know how to put Plan B into action when How’s this going for you? Does it make When you have those key and core dates listed, required. For now the assumption is that 2014 sense? If you need to chat with me just plot them on an Excel spreadsheet. Type both will work its magic, everyone in the world will email and we can Skype about it. the dates and your action items or tasks into play nice and life will go on as it was intended. your CRM program or use MS Outlook: (You can print the plan found in this article to save time.) We hope. Planning Quarter by Quarter Outlook Monthly Planner Other Calendar Planning Resources Seasonality In real time and depending upon where you live Google Docs / Templates also offers a selection Your plan will also take into consideration the (I’ll use my own location) Q1 weather can be of calendar templates as does Microsoft seasonality of your products and destinations. rainy, windy and a dump of snow can come Templates. There are online business calendars There will be highs and lows and shoulder anytime depending on which way the winds are available to you, also APPS for your smartphone seasons and those seasons are usually directed blowing. that can help with your one-page planning. by the weather at the destination you are selling. If it is winter where you are and summer where Q1 covers wintery months to the beginning of you are selling, that’s prime season and Spring. My Q1 plan suggests I sell sun, sand and Recap: All the dates you need to record are expensive. Your mission then is to know not only now listed and recorded into your chosen the weather based seasonality, but also the sea destinations and be ready to promote Cherry Outlook Task Scheduler Blossom Tours to Japan. The local season is calendar format. The next step is to plan around booking seasonality. When do people book to these dates listing what it is you intend to sell. that destination you want to sell? How far out driving the beach vacation promotion and the season in Japan is driving the tour to view the from the departure date do they plan? This is cherry blossoms. Seasonality here and information you MUST know. Your marketing seasonality there – both need to be factored into Expecting The Unexpected spend and ROI depend on it. You do not want to your plan. It’s not a topic many travel agents are trained in be investing your marketing money at the wrong yet the unexpected is a constant threat or time such as after the spike. Planning in December means my push to market opportunity to anyone running a travel business. beach vacations is probably late in the day – From experience many travel agents will know Action: Your supplier BDMs have the booking although I could promote ‘Last Minute Bookings” when something is amiss. They’ll stand back and information you need. Call your preferred for those customers who live last minute. review what’s going on. Experience teaches you suppliers and use this script: “Hi (name), I’m to always call a supplier or go direct to a trusted putting together my 2014 marketing plan and Better that I have more time between now and source and find out what the truth might be. As need an idea of when you normally start to take then when I sell something, which makes Japan The Page at a Glance you know mass media likes to exaggerate the bookings for (country/resort/tour)… also are an ideal sale. I can also promote spring time in I tend to work from both an onscreen digital news – sometimes however they are correct. there any typical seasonal spikes I should know Europe and spring cruises too as well as any calendar using Outlook – then to my immediate about – I’d like to invest my marketing money destination throughout the year to come. left is a hard copy At a Glance One Pager for the Events you can expect and plan for would be just before that spike in bookings.” year with weekends, stat holidays shaded in. related to weather and there are plenty of Q2 has its own seasonal destinations and weather-based websites where you can open an Practice that script and change it / reword it to products. Cruising to Alaska for instance. I use this one pager to make pencil and ink account or create a Google Alert so that you are suite your own style and personality. The Marketing in December to sell those early changes. It’s very quick to do so and when you fed the news as it happens. concept is there. What you want to know is Alaskan cruises would again be short notice. You have time you can update your digital version – related to the bell curve for the destination or may not get a return on your marketing dollar – or if your schedule is onscreen, just make the Other than getting a heads-up on the weather product you intend to promote. When do the however, if you are using social media and email changes there and then. Your choice. Note: The pretty much everything else happens by chance. Early Adopters usually book and when do then costs are low, and delivery speed instant. one-pager at-a-glance hard copy has been Think terrorism to sinkholes, to some poor bookings surge? With this information you can reported faster to use than a smartphone! person tipped over the edge through personal plot your marketing dates and how much to Your marketing plan should be created over time Kazam! stress. You’ll never know when it will happen. invest if you are NOT using social media and and in effect never stop. Each promotion you email to promote your products. If your deliver should tail off as another takes off. Your Page 8 Page 9

timing is important. Too many promotions can If you video some WOW! footage, post it and ask Building Your Image Bank you on your Facebook business page, or watch a confuse your clients therefore you must plan your clients to share it with their friends. Open a folder and label it Image Bank or a name video on your YouTube channel? What are they who receives what promotion. By targeting your Encourage your clients to go viral with your of your choice. This folder is where you save your supposed to do? Lead the reader to you and clients based on their travel passions you can video. Ask them to share it. Plan your ‘go viral’ own images, videos, audio clips, scripts and text encourage the booking through the use of th work your plan to include many ongoing, same push in advance. that you intend to use one day in your travel slogans: “Book before the 25 to save…” That’s time promotions. promotions. Creating this folder saves time good advice and not pushy. “Don’t be left in the Bell Curves when you are searching for a specific image, cold… call today and book your place in the Planning By Fact and Intention Each promotion you launch will have a booking audio track, layout and more. sun!” This call to action is a “just sayin’!” type of Always, and without fail, plan to conduct an starting and end point. Bookings will peak and push towards making the call. It nudges the annual survey of your clients as to where they then decline. As mentioned earlier, you’ll want Think, Act, Do, Check reader to think about the cold weather that’s want to go next year. If you have already your promotions to start up as one fades out. This age old process still works. Think and create coming. completed this survey you would be able to plot Some of your promotions will be short-lived and your promotion, Act by sticking to your launch those potential bookings on your 2014 plan. This others will be ongoing. date, Do means to click that mouse, or mail that It’s important that your plan includes engaging data helps you plan your commission budget. newsletter, Check means to follow up, check the reader and closing the reader. It’s important your stats, check for viralization of your you plan for both. In some cases you’ll need to Sample Script: “Hi Mr. Dawson… Steve here of promotion and be ready to take bookings, sell yourself, sell your services, sell the ABC Travel… a quick question for you as I am referrals and general questions. destination and then at some point you’ll need preparing my product plan for 2014. Would you to start asking the hard questions and move your have any idea at this time, if you intend to travel Most plans tend to fail through lack of reader towards buying travel from you. Study in 2014, and if so where are you planning to go implementation. Doing is critical to your the slogans that other companies use and also and when?” Promo durations depend on how well the clients promotional success. study every promotion you receive online or in take to your promotion and how well your your mail box. Most clients are happy to help out and tell you promotion encourages your clients to book. The Marketing and Promotional Activities what you want to know. Others may probe word ‘encouragement’ would be related to the You may have a challenge deciding which media, further and ask “Why do you need to know offer, the pricing, the features and the value for medium, message, format, outlet, style and Recap: now?” – your response is always related to money as perceived by the client. colour to use, not to mention the eye-capturing 1. Your dates are listed pricing and features and value. slogan. Whichever combination you use there is 2. Your niche destination seasonality is known only one focus and that is to generate a sale. 3. Your creative is done Your reply is: “Good question Mr. Dawson. The Recap: At this stage your 2014 plan has all the That sale might happen immediately, or it might 4. Your message is complete information you give me will help me look for important dates listed. You have plotted dates happen 18 months from now. The timing of a 5. Your call to action/s are done the best dates and pricing related to the for when certain products or destinations start booking is decided by the recipient of your 6. Your follow up actions are decided vacation you might take and if there’s more to book, and now you plan your marketing & promotion and what’s happening in their life. 7. Your media / mediums are selected than one couple going in the same direction promotional activities and record them on your 8. Your promotions are scheduled then there are group rate opportunities…” 2014 at-a-glance one-pager. One thing to Using social media is one of the fastest avenues remember is this: each marketing activity to publishing your promotion. Once you click, The question now is: how many bookings do Once again you can play with the script to suit requires advance planning which means your promotion is out there. All social media you need to generate to cover costs and profit? your own style. scheduling your creative time on your plan. promotions need to be checked and double checked for errors before you click and send. Make sure your plan includes time to review How Many Bookings? Post FAM & Vacation Promotions Creative Time before sending. The Target: $50,000 in commission or $500,000 Turn you own travel experiences into consumer You may need to invite in other people to help in sales. The number of bookings depends on the presentations. You should promote the fact that you which means planning around their Guide Your Audience to Their Next Step product and per person price level you sell at. you are travelling and at the same time promote accessibility. Your creative time might happen at Not every promotion is clear to the reader. Some a consumer event to be held upon return. You 3 a.m. in morning, during lunch, when visiting people need to know what to do next. Don’t  2 world cruises at $250,000 = $500,000 can stoke this promotion using social media as friends – only you know when your creative leave this to chance. Make sure your  166 bookings valued at $3,000 = $500,000 you travel. A post to your Facebook business happens. Best you plan your creative time, stick promotional plan delivers the action your reader  83 wedding packages at $6,000 = $500,000 page can work wonders. Boosting that post by to the schedule and factor in the creative surges should take once they have read your ad. Are  4 groups of 30 people at $4,500 = $500,000 paying $5 can add a thousand views. when they happen. they to call, email, walk in, come to see you, Skype with you, fill out a form, go online, LIKE Page 10 Page 11

timing is important. Too many promotions can If you video some WOW! footage, post it and ask Building Your Image Bank you on your Facebook business page, or watch a confuse your clients therefore you must plan your clients to share it with their friends. Open a folder and label it Image Bank or a name video on your YouTube channel? What are they who receives what promotion. By targeting your Encourage your clients to go viral with your of your choice. This folder is where you save your supposed to do? Lead the reader to you and clients based on their travel passions you can video. Ask them to share it. Plan your ‘go viral’ own images, videos, audio clips, scripts and text encourage the booking through the use of th work your plan to include many ongoing, same push in advance. that you intend to use one day in your travel slogans: “Book before the 25 to save…” That’s time promotions. promotions. Creating this folder saves time good advice and not pushy. “Don’t be left in the Bell Curves when you are searching for a specific image, cold… call today and book your place in the Planning By Fact and Intention Each promotion you launch will have a booking audio track, layout and more. sun!” This call to action is a “just sayin’!” type of Always, and without fail, plan to conduct an starting and end point. Bookings will peak and push towards making the call. It nudges the annual survey of your clients as to where they then decline. As mentioned earlier, you’ll want Think, Act, Do, Check reader to think about the cold weather that’s want to go next year. If you have already your promotions to start up as one fades out. This age old process still works. Think and create coming. completed this survey you would be able to plot Some of your promotions will be short-lived and your promotion, Act by sticking to your launch those potential bookings on your 2014 plan. This others will be ongoing. date, Do means to click that mouse, or mail that It’s important that your plan includes engaging data helps you plan your commission budget. newsletter, Check means to follow up, check the reader and closing the reader. It’s important your stats, check for viralization of your you plan for both. In some cases you’ll need to Sample Script: “Hi Mr. Dawson… Steve here of promotion and be ready to take bookings, sell yourself, sell your services, sell the ABC Travel… a quick question for you as I am referrals and general questions. destination and then at some point you’ll need preparing my product plan for 2014. Would you to start asking the hard questions and move your have any idea at this time, if you intend to travel Most plans tend to fail through lack of reader towards buying travel from you. Study in 2014, and if so where are you planning to go implementation. Doing is critical to your the slogans that other companies use and also and when?” Promo durations depend on how well the clients promotional success. study every promotion you receive online or in take to your promotion and how well your your mail box. Most clients are happy to help out and tell you promotion encourages your clients to book. The Marketing and Promotional Activities what you want to know. Others may probe word ‘encouragement’ would be related to the You may have a challenge deciding which media, further and ask “Why do you need to know offer, the pricing, the features and the value for medium, message, format, outlet, style and Recap: now?” – your response is always related to money as perceived by the client. colour to use, not to mention the eye-capturing 1. Your dates are listed pricing and features and value. slogan. Whichever combination you use there is 2. Your niche destination seasonality is known only one focus and that is to generate a sale. 3. Your creative is done Your reply is: “Good question Mr. Dawson. The Recap: At this stage your 2014 plan has all the That sale might happen immediately, or it might 4. Your message is complete information you give me will help me look for important dates listed. You have plotted dates happen 18 months from now. The timing of a 5. Your call to action/s are done the best dates and pricing related to the for when certain products or destinations start booking is decided by the recipient of your 6. Your follow up actions are decided vacation you might take and if there’s more to book, and now you plan your marketing & promotion and what’s happening in their life. 7. Your media / mediums are selected than one couple going in the same direction promotional activities and record them on your 8. Your promotions are scheduled then there are group rate opportunities…” 2014 at-a-glance one-pager. One thing to Using social media is one of the fastest avenues remember is this: each marketing activity to publishing your promotion. Once you click, The question now is: how many bookings do Once again you can play with the script to suit requires advance planning which means your promotion is out there. All social media you need to generate to cover costs and profit? your own style. scheduling your creative time on your plan. promotions need to be checked and double checked for errors before you click and send. Make sure your plan includes time to review How Many Bookings? Post FAM & Vacation Promotions Creative Time before sending. The Target: $50,000 in commission or $500,000 Turn you own travel experiences into consumer You may need to invite in other people to help in sales. The number of bookings depends on the presentations. You should promote the fact that you which means planning around their Guide Your Audience to Their Next Step product and per person price level you sell at. you are travelling and at the same time promote accessibility. Your creative time might happen at Not every promotion is clear to the reader. Some a consumer event to be held upon return. You 3 a.m. in morning, during lunch, when visiting people need to know what to do next. Don’t  2 world cruises at $250,000 = $500,000 can stoke this promotion using social media as friends – only you know when your creative leave this to chance. Make sure your  166 bookings valued at $3,000 = $500,000 you travel. A post to your Facebook business happens. Best you plan your creative time, stick promotional plan delivers the action your reader  83 wedding packages at $6,000 = $500,000 page can work wonders. Boosting that post by to the schedule and factor in the creative surges should take once they have read your ad. Are  4 groups of 30 people at $4,500 = $500,000 paying $5 can add a thousand views. when they happen. they to call, email, walk in, come to see you, Skype with you, fill out a form, go online, LIKE Page 10 Page 11

Once you calculate how many bookings you need to solve the profit problem, divide your total by 52 weeks. Tracking your weekly sales success will ensure you remain on plan. 166 bookings calculates as three bookings per week. Your wedding sales equate to 1.5 bookings http://www.sba.gov/tools/business-plan/1 per week. The four groups could be scheduled as one group per quarter, and the 2 world cruise bookings at some point within the year. On Line Business Plan Planning It’s worth exploring this website. As you look around the products you will find dedicated World Cruise Caution: Selling a world cruise travel agency business plans, social media plans, ONE-PAGER sounds wonderful doesn’t it? The fact is, you marketing plans and so on. You also have the could starve by the time such a sale concludes if option of creating your own plan for a fee. that’s all you focus on. World cruises tend to sell OWN out one to three years in advance, they tend to sail in the winter months – which means you YOUR could be investing in your world cruise promotion for years before getting an inquiry. CREATE OR The best way to sell into such high level travel is http://www.bplans.com/travel_agency_business_plan/exe to include a mention of a world cruise in every cutive_summary_fc.php#.UoZkDLmA0dn REQUIRED promotion you send out. For instance your plan calls for the promotion of mid-year European AS tours. You can always add a one or two liner to About The Competition pitch the world cruise or a global land tour. As a home-based travel agent you don’t really PAGE need to worry about ‘the competition’. You Time to Plan the Plan might if you were a multi-million dollar travel THIS Follow the steps in this article. Ask your BDMs at company trying to win more market share from PRINT your host head office to work with you, and another multi-million dollar travel firm. As your check locally for assistance too. business is all about YOU and YOUR experience AND you actually have no competition and that holds You can always check in with me as and when true for all ICs, OSRs and HBAs. You are a one- COPY you need advice. off individual and you compete with other individuals not brands. When you write your business plan you must Local Assistance consider the competition however you should be Check locally for government assistance related led by where you are going and not where they to business planning advice and also software. are going. Let your head office work on the competitive front. They will make the call, create You’ll be surprised what is available to you at no the right promotion and that’s what you support charge. Services range from advice to actual by adding it into your marketing plan schedule. software to a small business consultant who will In this way you get to focus on selling you and sit with you and help you work your plan. Here’s your niche in your local community. Good luck one such department in the USA. Canada, with your planning for 2014 – once again, if you Australia and the UK offer similar programs. need help, let me know what you need.  Page 12 Page 13

Once you calculate how many bookings you need to solve the profit problem, divide your total by 52 weeks. Tracking your weekly sales success will ensure you remain on plan. 166 bookings calculates as three bookings per week. Your wedding sales equate to 1.5 bookings http://www.sba.gov/tools/business-plan/1 per week. The four groups could be scheduled as one group per quarter, and the 2 world cruise bookings at some point within the year. On Line Business Plan Planning It’s worth exploring this website. As you look around the products you will find dedicated World Cruise Caution: Selling a world cruise travel agency business plans, social media plans, ONE-PAGER sounds wonderful doesn’t it? The fact is, you marketing plans and so on. You also have the could starve by the time such a sale concludes if option of creating your own plan for a fee. that’s all you focus on. World cruises tend to sell OWN out one to three years in advance, they tend to sail in the winter months – which means you YOUR could be investing in your world cruise promotion for years before getting an inquiry. CREATE OR The best way to sell into such high level travel is http://www.bplans.com/travel_agency_business_plan/exe to include a mention of a world cruise in every cutive_summary_fc.php#.UoZkDLmA0dn REQUIRED promotion you send out. For instance your plan calls for the promotion of mid-year European AS tours. You can always add a one or two liner to About The Competition pitch the world cruise or a global land tour. As a home-based travel agent you don’t really PAGE need to worry about ‘the competition’. You Time to Plan the Plan might if you were a multi-million dollar travel THIS Follow the steps in this article. Ask your BDMs at company trying to win more market share from PRINT your host head office to work with you, and another multi-million dollar travel firm. As your check locally for assistance too. business is all about YOU and YOUR experience AND you actually have no competition and that holds You can always check in with me as and when true for all ICs, OSRs and HBAs. You are a one- COPY you need advice. off individual and you compete with other individuals not brands. When you write your business plan you must Local Assistance consider the competition however you should be Check locally for government assistance related led by where you are going and not where they to business planning advice and also software. are going. Let your head office work on the competitive front. They will make the call, create You’ll be surprised what is available to you at no the right promotion and that’s what you support charge. Services range from advice to actual by adding it into your marketing plan schedule. software to a small business consultant who will In this way you get to focus on selling you and sit with you and help you work your plan. Here’s your niche in your local community. Good luck one such department in the USA. Canada, with your planning for 2014 – once again, if you Australia and the UK offer similar programs. need help, let me know what you need.  Page 12 Page 13

Your 2014 Biz Plan TOC Training Page This month’s Training Page discusses how you could and should Expect the Unexpected and Listed below are the typical headings that relate to the construction of a travel agency business suggests that you complete the one pager at-a-glance planning sheet. First making note of all plan. Some are redundant for a home-based agency however each is worth reviewing just in the events that are known and expected and then plotting the dates and durations of those case there is a place for this component in your specific plan. Nothing is written in stone and known events. Having done that, you are now prepared for anything that arrives that means you can, must and should write your plan to suit your own style of business, your UNEXPECTEDLY. chosen niche and your marketing personality. 1. EXECUTIVE SUMMARY 17. MARKET DESCRIPTION & 36. BREAK-EVEN DEFINITION 2. DESCRIPTION OF THE 37. FUNDING OPTIONS COMPANY 18. TARGET CUSTOMERS 38. BUSINESS CONTROLS 3. COMPANY HISTORY 19. MARKET OPPORTUNITIES 39. ACCOUNTING SYSTEM 4. YOUR MISSION, VISION, 20. BUSINESS STRATEGY CUSTOMER SERVICE 40. QUALITY CONTROL STATEMENTS 21. CUSTOMER INCENTIVES 41. PREFERRED SUPPLIERS 5. PRODUCTS AND SERVICES 22. ADVERTISING AND PROMOTION, SOCIAL 42. YOUR LONG-TERM GOALS 6. FINANCIAL FORECAST MEDIA 43. GROWTH AND RISKS 7. FINANCING 23. SALES AND MARKETING REQUIREMENTS 44. EXIT STRATEGY The unexpected in life as in business is something you can train for and be ready for should it happen. 24. COMMISSION The only challenge to your surviving the event is that the unexpected has the element of surprise on its 8. MANAGEMENT TEAM AND side. Here’s the chart that goes with Expecting the Unexpected. The central explosion representing the KEY ADVISORS 25. OPERATIONS unexpected event that could happen at any time during the process. Writing a business plan takes 9. SERVICES 26. LOCATION AND PREMISES time - at least a full week. Write your plan to cover 18 - 10. TRANSPORTATION 27. HOURS OF OPERATION 24 months. Five year plans are now obsolete. The world 11. GUARANTEES AND 28. COMPUTER EQUIPMENT of travel changes too fast and WARRANTIES 29. STAFFING you need to be able to react 12. MARKET RESEARCH instantly when required. The 30. FORECASTING TRENDS current concept is to be: 13. ECONOMIC AND SOCIAL focused but not blind. FACTORS 31. SALES FORECAST 14. COMPETITIVE 32. CASH FLOW PROJECTIONS BUSINESS PLAN In the world of selling travel, you’ll think about the events that could adversely affect your business, ENVIRONMENT WORKSHOPS ARE decide how you would handle the situation if it arose and commit your response to paper, file it and 33. INCOME STATEMENT AVAILABLE 15. LONG-TERM practice it. Too often people forget the protocol – so knowing where to find it is key to your survival as OPPORTUNITIES 34. BALANCE SHEET Inquire here is reminding yourself of the action to be taken. Think fire drill or life boat drill. To know is to overt. 16. GEOGRAPHIC AREA 35. PERFORMANCE RATIOS Page 14 Page 15

Your 2014 Biz Plan TOC Training Page This month’s Training Page discusses how you could and should Expect the Unexpected and Listed below are the typical headings that relate to the construction of a travel agency business suggests that you complete the one pager at-a-glance planning sheet. First making note of all plan. Some are redundant for a home-based agency however each is worth reviewing just in the events that are known and expected and then plotting the dates and durations of those case there is a place for this component in your specific plan. Nothing is written in stone and known events. Having done that, you are now prepared for anything that arrives that means you can, must and should write your plan to suit your own style of business, your UNEXPECTEDLY. chosen niche and your marketing personality. 1. EXECUTIVE SUMMARY 17. MARKET DESCRIPTION & 36. BREAK-EVEN DEFINITION 2. DESCRIPTION OF THE 37. FUNDING OPTIONS COMPANY 18. TARGET CUSTOMERS 38. BUSINESS CONTROLS 3. COMPANY HISTORY 19. MARKET OPPORTUNITIES 39. ACCOUNTING SYSTEM 4. YOUR MISSION, VISION, 20. BUSINESS STRATEGY CUSTOMER SERVICE 40. QUALITY CONTROL STATEMENTS 21. CUSTOMER INCENTIVES 41. PREFERRED SUPPLIERS 5. PRODUCTS AND SERVICES 22. ADVERTISING AND PROMOTION, SOCIAL 42. YOUR LONG-TERM GOALS 6. FINANCIAL FORECAST MEDIA 43. GROWTH AND RISKS 7. FINANCING 23. SALES AND MARKETING REQUIREMENTS 44. EXIT STRATEGY The unexpected in life as in business is something you can train for and be ready for should it happen. 24. COMMISSION The only challenge to your surviving the event is that the unexpected has the element of surprise on its 8. MANAGEMENT TEAM AND side. Here’s the chart that goes with Expecting the Unexpected. The central explosion representing the KEY ADVISORS 25. OPERATIONS unexpected event that could happen at any time during the process. Writing a business plan takes 9. SERVICES 26. LOCATION AND PREMISES time - at least a full week. Write your plan to cover 18 - 10. TRANSPORTATION 27. HOURS OF OPERATION 24 months. Five year plans are now obsolete. The world 11. GUARANTEES AND 28. COMPUTER EQUIPMENT of travel changes too fast and WARRANTIES 29. STAFFING you need to be able to react 12. MARKET RESEARCH instantly when required. The 30. FORECASTING TRENDS current concept is to be: 13. ECONOMIC AND SOCIAL focused but not blind. FACTORS 31. SALES FORECAST 14. COMPETITIVE 32. CASH FLOW PROJECTIONS BUSINESS PLAN In the world of selling travel, you’ll think about the events that could adversely affect your business, ENVIRONMENT WORKSHOPS ARE decide how you would handle the situation if it arose and commit your response to paper, file it and 33. INCOME STATEMENT AVAILABLE 15. LONG-TERM practice it. Too often people forget the protocol – so knowing where to find it is key to your survival as OPPORTUNITIES 34. BALANCE SHEET Inquire here is reminding yourself of the action to be taken. Think fire drill or life boat drill. To know is to overt. 16. GEOGRAPHIC AREA 35. PERFORMANCE RATIOS Page 14 Page 15

2014 Referral Plan Add To Your Ad Using social media to build referral traffic is one of the fastest routes to do that very thing. The It was mentioned in the Business Plan article that you should always be adding a luxury item chart below from Shareaholic ( www.shareaholic.com ) clearly shows Facebook to be the leader to your generic promotions. Here’s a sample ad with an added luxury push. Use it as a base as a source of referrals. No matter how many friends or likes you have, now is the time to start and make changes to suit your own style and personality. Note: BOV Travel is fictitious. planning your referral plan for 2014. Shareaholic offers you free tools such as Share Buttons that might just help you build those much needed referrals. Choose a photograph, an illustration or actual artwork that represents your niche. If your image is slightly different from the norm’ then it will be noticed. Promote what you do, what you are good at – and here BOV Travel is the BEST at finding their clients the BEST OCEAN VIEW rooms around the globe. That includes ocean view staterooms, suites and cabins on world cruises The Fastest Route to Profits posting that same request on your website, It doesn’t take long for anyone selling travel to social media and in your ads. realize that referrals are simply the best way to grow your travel agency sales. Referrals are also To Be Referred You Must Be Referable Here’s where you add in your the cheapest and less time consuming route to When you do a fantastic job for your clients they world cruise push. BOV can tap expanding your customer base. Years of trying to will usually tell their friends. They will be your into their niche of Best Ocean capture one couple at a time teaches you to look ambassadors and enjoy doing it. You can help View Rooms. You don’t always for the quickest route to more clients. Of course this activity by promoting the fact that “We grow need a direct connect. Just add you’ll need a decent client list in order to effect through your referrals.” Statements such as the world cruise mention. a referral plan. That said, once you have a client, “Thank you for your referrals we appreciate even one client – if you service them well you’ll them very much.” help build rapport. have the opportunity to ask them to refer and recommend your services. Ask yourself after each interaction with a client: There are times when even a simple one liner like this - Ask us about World Cruises - is all you Did I deliver 100%? Did I do my best? If you can need to generate a response. Trial and error is going to be the learning curve. Try it and try Some travel agents do say they are shy of asking answer yes to both then chances are you are something other than a world cruise. Any luxury trip can be mentioned. The idea is to boost for referrals when face-to-face with a client. If good to go when asking your clients to mention your commission income by selling upscale, luxury, expensive tours, cruises, adventures and that’s your situation you can use the less your name, agency and services to their even hotel, resort and spa rooms.  stressed technique of emailing your request and friends. Page 16 Page 17

2014 Referral Plan Add To Your Ad Using social media to build referral traffic is one of the fastest routes to do that very thing. The It was mentioned in the Business Plan article that you should always be adding a luxury item chart below from Shareaholic ( www.shareaholic.com ) clearly shows Facebook to be the leader to your generic promotions. Here’s a sample ad with an added luxury push. Use it as a base as a source of referrals. No matter how many friends or likes you have, now is the time to start and make changes to suit your own style and personality. Note: BOV Travel is fictitious. planning your referral plan for 2014. Shareaholic offers you free tools such as Share Buttons that might just help you build those much needed referrals. Choose a photograph, an illustration or actual artwork that represents your niche. If your image is slightly different from the norm’ then it will be noticed. Promote what you do, what you are good at – and here BOV Travel is the BEST at finding their clients the BEST OCEAN VIEW rooms around the globe. That includes ocean view staterooms, suites and cabins on world cruises The Fastest Route to Profits posting that same request on your website, It doesn’t take long for anyone selling travel to social media and in your ads. realize that referrals are simply the best way to grow your travel agency sales. Referrals are also To Be Referred You Must Be Referable Here’s where you add in your the cheapest and less time consuming route to When you do a fantastic job for your clients they world cruise push. BOV can tap expanding your customer base. Years of trying to will usually tell their friends. They will be your into their niche of Best Ocean capture one couple at a time teaches you to look ambassadors and enjoy doing it. You can help View Rooms. You don’t always for the quickest route to more clients. Of course this activity by promoting the fact that “We grow need a direct connect. Just add you’ll need a decent client list in order to effect through your referrals.” Statements such as the world cruise mention. a referral plan. That said, once you have a client, “Thank you for your referrals we appreciate even one client – if you service them well you’ll them very much.” help build rapport. have the opportunity to ask them to refer and recommend your services. Ask yourself after each interaction with a client: There are times when even a simple one liner like this - Ask us about World Cruises - is all you Did I deliver 100%? Did I do my best? If you can need to generate a response. Trial and error is going to be the learning curve. Try it and try Some travel agents do say they are shy of asking answer yes to both then chances are you are something other than a world cruise. Any luxury trip can be mentioned. The idea is to boost for referrals when face-to-face with a client. If good to go when asking your clients to mention your commission income by selling upscale, luxury, expensive tours, cruises, adventures and that’s your situation you can use the less your name, agency and services to their even hotel, resort and spa rooms.  stressed technique of emailing your request and friends. Page 16 Page 17

Biz Blogging Plan Think about Some travel agents are doing very well turning their writing skills into blogging skills and adding changing your to their written word more than the usual candid photo. Depending on the blogging platform header image to you use or intend to use there are many more tools to explore such as video. First things first suit your post. though and one of the first things to ponder is time - how much can you devote to your blog? Clocking In the best tools. Google’s Blogger might be a quick Chances are you’ve watched many movies study whereas Wordpress requires more time. Your header image should be enticing and good enough to eat, which in this case works where the main character or their buddy is a blogger. What do you remember? It might be the just fine. If you have a sunset pictured there, make sure it’s a winner and one that you shot. This adds credibility to your blog and says simply, “this blogger was actually there!” scene where writer’s block has struck and the creative well is dry. Could be the sleepy eyes with Now, if you have it, how about adding in a short 60-second clip to support your blog post dark circles that suggest no blog, no sleep. Finding and setting aside time to write is very and the tour you want to sell? Again, something you videoed is preferable. important and that’s quite easy to arrange. Just hang out a shingle that says “Go Away… Blogger at Work!” Tell family and friends you need space and time. Set your time and keep the ritual. A video or another Resources image can work here. So you’ve blocked your time to write. Excellent. Also an audio clip or a Now you need sources of information and bold heading / slogan. content unless you are the source. Having a flow of information that supports what you sell is Research mandatory, not to mention questioning the Two more links for you to explore. Female travel content before using it. There are still plenty of bloggers should find the Adventurous Kate link hoaxes going around. of interest. Be sure to read her About info. YOUR CALL TO ACTION GOES RIGHT ABOUT HERE! Publishing Schedule Many of the blogs you’ll research will present what is known as a wall of text. Line after You’ll need to decide on the publishing schedule line of text with no break for an image, a video, an audio clip or even a call to action for your blog. Can you manage a daily dose of (CTA). Your CTA could be as simple as: Call me soon and let’s talk about the treats you travel information? Too much? How about a enjoy when travelling. Here’s my contact information. You’ve set a topic, you’ve weekly or monthly blog? One that works for me instructed the reader what to do, made it easy for them to contact you and intimated is what I call the As & When which means you you’ll be talking to them soon about joining your tour. write only as and when you have something On The Clock Once More worthwhile to share. In this way your clients will When you have the time (pun intended) get back look forward to reading your blog as and when it to your at-a-glance one page planner and block “Don’t be eating humble pie when your arrives, versus being inundated with content off your blogging time. Select a time period that friends are treating themselves to that becomes boring. you know you can have all to yourself or when you are with family, friends, kids, pets and others Verden Besta Kake!” Choosing Your Blogging Platform that inspire you to write. Now it’s all down to Here are two images with links to information on generating bookings! Try a blog layout like the what bloggers would say are platforms offering one here on the next page. Change to suit.  Page 18 Page 19

Biz Blogging Plan Think about Some travel agents are doing very well turning their writing skills into blogging skills and adding changing your to their written word more than the usual candid photo. Depending on the blogging platform header image to you use or intend to use there are many more tools to explore such as video. First things first suit your post. though and one of the first things to ponder is time - how much can you devote to your blog? Clocking In the best tools. Google’s Blogger might be a quick Chances are you’ve watched many movies study whereas Wordpress requires more time. Your header image should be enticing and good enough to eat, which in this case works where the main character or their buddy is a blogger. What do you remember? It might be the just fine. If you have a sunset pictured there, make sure it’s a winner and one that you shot. This adds credibility to your blog and says simply, “this blogger was actually there!” scene where writer’s block has struck and the creative well is dry. Could be the sleepy eyes with Now, if you have it, how about adding in a short 60-second clip to support your blog post dark circles that suggest no blog, no sleep. Finding and setting aside time to write is very and the tour you want to sell? Again, something you videoed is preferable. important and that’s quite easy to arrange. Just hang out a shingle that says “Go Away… Blogger at Work!” Tell family and friends you need space and time. Set your time and keep the ritual. A video or another Resources image can work here. So you’ve blocked your time to write. Excellent. Also an audio clip or a Now you need sources of information and bold heading / slogan. content unless you are the source. Having a flow of information that supports what you sell is Research mandatory, not to mention questioning the Two more links for you to explore. Female travel content before using it. There are still plenty of bloggers should find the Adventurous Kate link hoaxes going around. of interest. Be sure to read her About info. YOUR CALL TO ACTION GOES RIGHT ABOUT HERE! Publishing Schedule Many of the blogs you’ll research will present what is known as a wall of text. Line after You’ll need to decide on the publishing schedule line of text with no break for an image, a video, an audio clip or even a call to action for your blog. Can you manage a daily dose of (CTA). Your CTA could be as simple as: Call me soon and let’s talk about the treats you travel information? Too much? How about a enjoy when travelling. Here’s my contact information. You’ve set a topic, you’ve weekly or monthly blog? One that works for me instructed the reader what to do, made it easy for them to contact you and intimated is what I call the As & When which means you you’ll be talking to them soon about joining your tour. write only as and when you have something On The Clock Once More worthwhile to share. In this way your clients will When you have the time (pun intended) get back look forward to reading your blog as and when it to your at-a-glance one page planner and block “Don’t be eating humble pie when your arrives, versus being inundated with content off your blogging time. Select a time period that friends are treating themselves to that becomes boring. you know you can have all to yourself or when you are with family, friends, kids, pets and others Verden Besta Kake!” Choosing Your Blogging Platform that inspire you to write. Now it’s all down to Here are two images with links to information on generating bookings! Try a blog layout like the what bloggers would say are platforms offering one here on the next page. Change to suit.  Page 18 Page 19

Millennial Marketing Everybody says it. No matter age, race, creed, or marketing label… WOW! Sell the WOW! WOW! How much more can you take about the right way to market travel to a younger generation (Meisha aged 23) versus the good old Baby Boomers? Let me add to your folder on marketing to this fantastic group of young and younger people that society has labeled Millennials. One thing you must be very careful of is the sense except for the anti-selling statements and lumping of younger generations into one box rhetoric. Statements such as “they don’t want to and assume they all react the same, want the be sold…” well the truth is - yes they do. They do same travel experience and use social media the want to be sold, only they want to be sold and WOW! same way. It’s just not true and remember we’re they want to buy on their terms – just like not talking kids here – these are people in their everyone else regardless of age. The key then is (Freddy age 9) mid-20’s and 30’s who hold down responsible to know per individual client, how they want you jobs and earn more than what Baby Boomers did to interact with them from both the sales and at the same age. marketing aspect of selling travel. WOW! We use these marketing labels to pinpoint a If you do have a younger client base which (Rev. Smith age 79) client profile and that can become dangerous at means an age range of 20 to 40 years old then some point in time. Better to identify your clients simply ask them how they prefer to buy their by their travel passions and desires. There you travel and how they prefer to receive your have it. Every client regardless of age is unique information. and we are ALL swayed by what our friends do. It’s not a millennial thing, it’s just the way we as Reasons For Travelling Remain The Same human beings are wired at this point in our The world is still where it was so many years ago. evolution. New countries have been born. Mountains still there, rivers too. Ancient temples still there. The Survey Says sun still rises over the Himalayas and sets across Be careful how much validity you give the a small pond somewhere in the flatlands. The various trade surveys that are conducted and average person young or old still gasps at scenes shared. The truth of most surveys is this: total they are looking on for the first time and that number of people surveyed is roughly 1,000 or hasn’t changed since mankind looked over one less. Personally I’m not sure if 1,000 people can more horizon to witness something new and speak for or represent 350,000,000 North inviting. Americans. The numbers just don’t add up. Travel and exploration is in our genes although Survey results are important to review however not everyone triggers the emotion and that’s it is always best to survey your own 50 – 500 okay – someone has to stay home and run the clients for a 100% return and gather that farm. For the rest of us, we just have to travel information which should allow you to make the and we do so for our own reasons as well as WOW! right business decisions for your agency and your those inherited survival instincts to explore. clients. (Fingal age 45) The thrill of travelling and seeing new sites is not The Anti-Selling Approach lost on any generation. The real change, as you Much of what is being written about marketing well know, is in the use of technology to share to the 20 and 30 something aged client makes what you are looking at in real time.  Page 20 Page 21

Millennial Marketing Everybody says it. No matter age, race, creed, or marketing label… WOW! Sell the WOW! WOW! How much more can you take about the right way to market travel to a younger generation (Meisha aged 23) versus the good old Baby Boomers? Let me add to your folder on marketing to this fantastic group of young and younger people that society has labeled Millennials. One thing you must be very careful of is the sense except for the anti-selling statements and lumping of younger generations into one box rhetoric. Statements such as “they don’t want to and assume they all react the same, want the be sold…” well the truth is - yes they do. They do same travel experience and use social media the want to be sold, only they want to be sold and WOW! same way. It’s just not true and remember we’re they want to buy on their terms – just like not talking kids here – these are people in their everyone else regardless of age. The key then is (Freddy age 9) mid-20’s and 30’s who hold down responsible to know per individual client, how they want you jobs and earn more than what Baby Boomers did to interact with them from both the sales and at the same age. marketing aspect of selling travel. WOW! We use these marketing labels to pinpoint a If you do have a younger client base which (Rev. Smith age 79) client profile and that can become dangerous at means an age range of 20 to 40 years old then some point in time. Better to identify your clients simply ask them how they prefer to buy their by their travel passions and desires. There you travel and how they prefer to receive your have it. Every client regardless of age is unique information. and we are ALL swayed by what our friends do. It’s not a millennial thing, it’s just the way we as Reasons For Travelling Remain The Same human beings are wired at this point in our The world is still where it was so many years ago. evolution. New countries have been born. Mountains still there, rivers too. Ancient temples still there. The Survey Says sun still rises over the Himalayas and sets across Be careful how much validity you give the a small pond somewhere in the flatlands. The various trade surveys that are conducted and average person young or old still gasps at scenes shared. The truth of most surveys is this: total they are looking on for the first time and that number of people surveyed is roughly 1,000 or hasn’t changed since mankind looked over one less. Personally I’m not sure if 1,000 people can more horizon to witness something new and speak for or represent 350,000,000 North inviting. Americans. The numbers just don’t add up. Travel and exploration is in our genes although Survey results are important to review however not everyone triggers the emotion and that’s it is always best to survey your own 50 – 500 okay – someone has to stay home and run the clients for a 100% return and gather that farm. For the rest of us, we just have to travel information which should allow you to make the and we do so for our own reasons as well as WOW! right business decisions for your agency and your those inherited survival instincts to explore. clients. (Fingal age 45) The thrill of travelling and seeing new sites is not The Anti-Selling Approach lost on any generation. The real change, as you Much of what is being written about marketing well know, is in the use of technology to share to the 20 and 30 something aged client makes what you are looking at in real time.  Page 20 Page 21

Video Devices you never know. You might find a viewership that just loves the short and sharp. You oughta be in No need to look too far… what you need is right Video Tools there in your hand, your purse, laptop case, or pocket. One but to add, and it’s this – you should be able to shoot 1080 HD video with your smart The basic editing tools are found in your phone if that’s the preferred video capture tool. computer whether you are using a PC or MAC. As I use a PC I’ll focus on the tools within – and using Moving up a notch: look for a DSLR digital Windows 7 on one PC and Windows 8 on another camera that shoots video as so many now do. A I have access to Windows Live Movie Maker. well-priced dedicated video camera works if you intend to go pro. There are so many brands on Like all such programs to get the best out of the market it’s impossible to make a WLMM you need to invest a few hours to find recommendation. At a certain price range 99% of out how it works and what each click here or the cameras are very good to excellent for the there will do or create. Keep in mind we’re not purpose of videoing the level of content you striving for a full length Hollywood epic here. All need. we want is a 1 to 3 minute video clip that will grab your client’s attention and prompt them to Keypoint: Small cameras are light and hard to inquire directly. control when videoing exciting moments. Your reaction to the event will transfer through your How They Work body to your arms, hands and the camera. Which Let’s say you have videoed some decent footage. translates into a shaky video. Counter this by Next step is to edit that footage, add a title and purchasing a small tripod. a credit that includes your Contact Us information. You’ll edit your video footage using Video Outlets your hand held device or you’ll download it to You will be familiar with YouTube, perhaps your computer of choice and edit it on your big Vimeo and a dozen other video outlets that the screen. general public can access. You may also want to us a private link accessible by your clients only. Once downloaded you can right click on the file to see your options and the one you are looking for is Open With. It’s time to focus! Time to get on camera, or You can post your video on your own website behind the camera and shoot the footage that and as you well know you can post your video to your social media accounts too. In fact many of can help you sell more travel. Start here and the video conversion software programs offer you a one-click upload to YouTube for instance. find the various video options and how to use If you have opened your own YouTube account – that’s where it will be saved and displayed. them to grow more sales. New Video Outlets As the months and years roll along you can only You can set your default program and or flip imagine the technology to come. At the moment between the programs listed and select the one there is Vine – an outlet for short 6-second video that’s best for the project you have in mind. clips. Not sure it works for marketing travel, but Page 22 Page 23

Video Devices you never know. You might find a viewership that just loves the short and sharp. You oughta be in No need to look too far… what you need is right Video Tools there in your hand, your purse, laptop case, or pocket. One but to add, and it’s this – you should be able to shoot 1080 HD video with your smart The basic editing tools are found in your phone if that’s the preferred video capture tool. computer whether you are using a PC or MAC. As I use a PC I’ll focus on the tools within – and using Moving up a notch: look for a DSLR digital Windows 7 on one PC and Windows 8 on another camera that shoots video as so many now do. A I have access to Windows Live Movie Maker. well-priced dedicated video camera works if you intend to go pro. There are so many brands on Like all such programs to get the best out of the market it’s impossible to make a WLMM you need to invest a few hours to find recommendation. At a certain price range 99% of out how it works and what each click here or the cameras are very good to excellent for the there will do or create. Keep in mind we’re not purpose of videoing the level of content you striving for a full length Hollywood epic here. All need. we want is a 1 to 3 minute video clip that will grab your client’s attention and prompt them to Keypoint: Small cameras are light and hard to inquire directly. control when videoing exciting moments. Your reaction to the event will transfer through your How They Work body to your arms, hands and the camera. Which Let’s say you have videoed some decent footage. translates into a shaky video. Counter this by Next step is to edit that footage, add a title and purchasing a small tripod. a credit that includes your Contact Us information. You’ll edit your video footage using Video Outlets your hand held device or you’ll download it to You will be familiar with YouTube, perhaps your computer of choice and edit it on your big Vimeo and a dozen other video outlets that the screen. general public can access. You may also want to us a private link accessible by your clients only. Once downloaded you can right click on the file to see your options and the one you are looking for is Open With. It’s time to focus! Time to get on camera, or You can post your video on your own website behind the camera and shoot the footage that and as you well know you can post your video to your social media accounts too. In fact many of can help you sell more travel. Start here and the video conversion software programs offer you a one-click upload to YouTube for instance. find the various video options and how to use If you have opened your own YouTube account – that’s where it will be saved and displayed. them to grow more sales. New Video Outlets As the months and years roll along you can only You can set your default program and or flip imagine the technology to come. At the moment between the programs listed and select the one there is Vine – an outlet for short 6-second video that’s best for the project you have in mind. clips. Not sure it works for marketing travel, but Page 22 Page 23

Editing Your Projects MY VIDEO MARKETING PLAN The One Pager Plan Animoto – Make it a Favourite There are, as we continually state, so many This plan should dovetail with all your other If you printed off the One Pager At-a-Glance plan This is truly one of the best marketing tools for options when it comes to technology and marketing activities including the engagement and added in your host head office’s marketing travel agents. I use it all the time. Once you learn software that you may already have your own programs your host head office is enabling plan and projects, you can now work around that how to use it and that’s not difficult, you can preferences. If not, let me suggest you look at throughout the year. schedule to include your video promotions. create and wrap up a video in less than 30 the AVS4YOU suite. With one payment of $59 minutes. After that you can edit it, save and view when on sale you can have unlimited access to You Video Marketing Plan (VMP) can be created Your video can tell your travel story in full multi- time and time again. The video clips can only be some sixteen different tools. Shown below is the using your own content, content from your media. So what’s coming up on the marketing 10 seconds long per clip. So you learn to get your AVS4YOU Convertor interface where you can suppliers and also from your clients. The main horizon that you can support with a video of your message out in that time span. Here’s a test run convert your video format to Flash, WMV, AVI thing to keep in mind is this: you are not meant own? using Animoto that has been converted to a and more plus you can post it to Facebook, to be investing time into editing your client’s YouTube format. The 7-second clip of me would Twitter and YouTube with one click. In a nutshell videos. Make sure when you put a call out for The Face-To-Face Video be YOU telling your story. it’s easy to use, quick and efficient. It works. UGC – User Generated Content that you set the If no travel footage is available you may have to rules regarding a ‘finished product’. The video video yourself chatting to your viewership and your suppliers can offer you would be the type of encouraging them to book the trip that’s being finished product you can post with full promoted. This is where you must live up to the confidence. title of this article – YOU OUGHTA BE IN VIDEO! FAMs and Vacation Video Footage If you have a blank wall that is well lit, and or a Here is your opportunity to video excellent place where you can sit and chat without too footage and then edit to suit. There will be two much background noise then that’s the spot. types of video you film, the one you can show You’ll need to be comfortable, surrounded by your clients and post on line and the video travel things, books etc., so probably at your footage you should keep as personal. Editing desk where you can use your webcam. When it comes to your VMP you must plan Editing The Upside Down iPhone Video does the job. Just make sure you come across as around your video time, your editing time and When you shoot video using an iPhone and then the business person you are and the travel agent Practice makes perfect: This is the art of video. your uploading time. After that, you may detect download it and then click to play it, it might be of record for your community that promotes you Just like the movies, you’ll be doing a number of something that needs updating right now, so it’s playing upside down. You can prevent this by as the travel guru of choice. “takes” before you are happy with the video. back to editing the video and tweaking it here choosing QUICKTIME player which will play your Stick with it. Do not give up. With time comes the and there. Generally this would mean a video right side up. After that, it will play right Planning The Plan right way to video yourself easily and quickly. complete revision and a new video. Minimum side up on Windows Media Player etc. Let’s move ahead and assume you have your planning time then, to be safe, would be two collection of video content now it’s time to Dress code: Make sure your on-camera attire weeks prior to the promotional launch. Windows Live Movie Maker offers you a Rotate decide how and where and when to showcase it. suits the video, the story, the destination, the button when you are editing – so if your iPhone supplier and so on. Camtasia 8 video uploads to WLMM upside down, just Your choices for showcasing would be: This recording and editing program offers you a rotate it to the correct view. 1. Your regular agency website Scripted or not: Always script yourself and then green screen tool which amounts to removing 2. Email marketing campaigns practice it many, many times. Try it on-camera, the background of your video and then placing Recap: You have the right video camera for the 3. Social media accounts make corrections and video once again. Finally, ‘you’ in front of another video or scene. It’s using type of video you intend to shoot. You have 4. Your travel blog and vlog when you are confident – just switch on the the green screen effect that Hollywood films use opened an account with YouTube or Vimeo or 5. Video sharing sites – YouTube etc., camera and go for it. When you make a mistake… so much these days. There you are filmed sitting both. You have reviewed and selected the best 6. Digital newsletters keep going after a short pause. The pause is in your office and suddenly now you are sitting editing tool for your use. 7. Digital e-Magazines where you will clip and edit the footage. and talking with the Taj Mahal behind you. 8. EBooks Worthwhile purchasing this program if the 9. Mobile websites Hold that SMILE: As you get to the end of your above excites you.  planned recording, hold a great smile, facial Time to create your The next step is to decide on the video outlet/s, expression for a few seconds. The reason you do VIDEO MARKETING PLAN… date to upload and the content to run. this is so prevent the last image of you being a blurry looking person with mouth open and eyes closed. Not the best LAST impression to leave. Page 24 Page 25

Editing Your Projects MY VIDEO MARKETING PLAN The One Pager Plan Animoto – Make it a Favourite There are, as we continually state, so many This plan should dovetail with all your other If you printed off the One Pager At-a-Glance plan This is truly one of the best marketing tools for options when it comes to technology and marketing activities including the engagement and added in your host head office’s marketing travel agents. I use it all the time. Once you learn software that you may already have your own programs your host head office is enabling plan and projects, you can now work around that how to use it and that’s not difficult, you can preferences. If not, let me suggest you look at throughout the year. schedule to include your video promotions. create and wrap up a video in less than 30 the AVS4YOU suite. With one payment of $59 minutes. After that you can edit it, save and view when on sale you can have unlimited access to You Video Marketing Plan (VMP) can be created Your video can tell your travel story in full multi- time and time again. The video clips can only be some sixteen different tools. Shown below is the using your own content, content from your media. So what’s coming up on the marketing 10 seconds long per clip. So you learn to get your AVS4YOU Convertor interface where you can suppliers and also from your clients. The main horizon that you can support with a video of your message out in that time span. Here’s a test run convert your video format to Flash, WMV, AVI thing to keep in mind is this: you are not meant own? using Animoto that has been converted to a and more plus you can post it to Facebook, to be investing time into editing your client’s YouTube format. The 7-second clip of me would Twitter and YouTube with one click. In a nutshell videos. Make sure when you put a call out for The Face-To-Face Video be YOU telling your story. it’s easy to use, quick and efficient. It works. UGC – User Generated Content that you set the If no travel footage is available you may have to rules regarding a ‘finished product’. The video video yourself chatting to your viewership and your suppliers can offer you would be the type of encouraging them to book the trip that’s being finished product you can post with full promoted. This is where you must live up to the confidence. title of this article – YOU OUGHTA BE IN VIDEO! FAMs and Vacation Video Footage If you have a blank wall that is well lit, and or a Here is your opportunity to video excellent place where you can sit and chat without too footage and then edit to suit. There will be two much background noise then that’s the spot. types of video you film, the one you can show You’ll need to be comfortable, surrounded by your clients and post on line and the video travel things, books etc., so probably at your footage you should keep as personal. Editing desk where you can use your webcam. When it comes to your VMP you must plan Editing The Upside Down iPhone Video does the job. Just make sure you come across as around your video time, your editing time and When you shoot video using an iPhone and then the business person you are and the travel agent Practice makes perfect: This is the art of video. your uploading time. After that, you may detect download it and then click to play it, it might be of record for your community that promotes you Just like the movies, you’ll be doing a number of something that needs updating right now, so it’s playing upside down. You can prevent this by as the travel guru of choice. “takes” before you are happy with the video. back to editing the video and tweaking it here choosing QUICKTIME player which will play your Stick with it. Do not give up. With time comes the and there. Generally this would mean a video right side up. After that, it will play right Planning The Plan right way to video yourself easily and quickly. complete revision and a new video. Minimum side up on Windows Media Player etc. Let’s move ahead and assume you have your planning time then, to be safe, would be two collection of video content now it’s time to Dress code: Make sure your on-camera attire weeks prior to the promotional launch. Windows Live Movie Maker offers you a Rotate decide how and where and when to showcase it. suits the video, the story, the destination, the button when you are editing – so if your iPhone supplier and so on. Camtasia 8 video uploads to WLMM upside down, just Your choices for showcasing would be: This recording and editing program offers you a rotate it to the correct view. 1. Your regular agency website Scripted or not: Always script yourself and then green screen tool which amounts to removing 2. Email marketing campaigns practice it many, many times. Try it on-camera, the background of your video and then placing Recap: You have the right video camera for the 3. Social media accounts make corrections and video once again. Finally, ‘you’ in front of another video or scene. It’s using type of video you intend to shoot. You have 4. Your travel blog and vlog when you are confident – just switch on the the green screen effect that Hollywood films use opened an account with YouTube or Vimeo or 5. Video sharing sites – YouTube etc., camera and go for it. When you make a mistake… so much these days. There you are filmed sitting both. You have reviewed and selected the best 6. Digital newsletters keep going after a short pause. The pause is in your office and suddenly now you are sitting editing tool for your use. 7. Digital e-Magazines where you will clip and edit the footage. and talking with the Taj Mahal behind you. 8. EBooks Worthwhile purchasing this program if the 9. Mobile websites Hold that SMILE: As you get to the end of your above excites you.  planned recording, hold a great smile, facial Time to create your The next step is to decide on the video outlet/s, expression for a few seconds. The reason you do VIDEO MARKETING PLAN… date to upload and the content to run. this is so prevent the last image of you being a blurry looking person with mouth open and eyes closed. Not the best LAST impression to leave. Page 24 Page 25

Making That Movie Learn From Your Suppliers Keeping It Energized Chances are your supplier’s have deeper pockets Here’s a video from Air New Zealand. It’s been than you do and if you pay attention to their new around for a short while now, and still one of the video productions you’ll quickly pick up on their best ever with over 2,267,538 views. I’ll let the You’re in luck! You are working in an industry that now thrives on video as a promotional tool. ideas and techniques. They may be using high video do the talking. Your take away is to think If you cannot manage to create your own video content, or produce your own movie then you quality video cameras which means the quality about how you too could create something can always ask your suppliers if you can use their videos. Let’s not go there just yet. Let’s see if of their imagery will be better than your similar to this snappy, clever and humourous video based on your own personality and travel smartphone video. you can create your own movie using some of the tools explained below and also explore what preferences. other travel firms are doing with their video content. Are you ready? Action! The Recent British Airways Video In this most recent video from BA, they have employed the split-screen editing technique. We Setting Up Your Video Outlets If you are shooting video using your smartphone can’t go into the how-to here on this page If you did shoot excellent video footage where then chances are you can access an app (Vine, however search the HELP files of your editing would you show it? Yes for your website and yes Instagram, iMovie, ReelDirector, Cute CUT, software and you’ll find the instructions. The for YouTube and or Vimeo and any of your social Montaj, Magisto, HighlightCam, Lapse It, split screen technique allows you to play two sites, too. Sure enough, today’s technology and YouTubeCapture) that will edit your video videos at the same time. Click on the video below marketing channels are begging you to use them without the need for any other software. after you read this intro from Tnooz: and showcase your travels to the world. Other Conversion / Editing Tools The style of video is in first-person, emphasizing the Step one: set up your video outlets and you can My favourite is AVS4YOU and for the simple fact “Yourope” so the viewer feels more connected to the For Something Completely Different do this very easily by opening a YouTube that for a low fee of $99 or $59 when on sale you experience at hand. The videos are also done in bursts, The My MUVEE software might be right there in account. YouTube is owned by Google which can have access to over 16 programs that range bringing in short clips in a montage of travel your list of computer programs. Check to see if it means you can use your Google ID and password from video conversion, to audio editing, to experience. This delves into the Vine-style short video is. If so then you have another fantastic video to create a YouTube account. ringtone creation and more. clip experience, while also reflecting the indelible, tool to use. Here’s a quick test video with Muvee episodic memories that travel delivers. After selecting using their old style format. Imaging using this the destination, viewers are brought to the Step two: check how you can upload and embed The editing of your video is as important as the destination via plane and taxi. After arriving at the style to promote train travel adventures. your videos into your website. If your website content you’ve taken. Your video should have destination, viewers must then choose an experience. does not allow for this you may wish to upgrade titles, captions and credits. You may wish to add The street is split down the middle, and a wipe clears your site or look for add-ons and options. They an introduction which would be a separate video out the other side of the street once the selection has might be free or they might cost a few dollars. that you splice into the main footage and you can been made. It’s a worthwhile upgrade if you intend to use do this with most video editing software. more video in your marketing. The last impression, the last image, frame and Converting Your Video Content message is what will stay with your client, so it’s How would you convert your videos to play on important to create a fantastic ending or simply your website, YouTube or Facebook? Not all advise your viewership what to do next. Book video formats are the same and not all formats NOW! comes to mind. You might even appear on I’m using the Dylanesque format with cue cards. instantly upload without being converted first. screen and ask your audience to call you. What could you do different to tell your story, or push market your niche products and niche Your camera may be advanced enough to upload Video With The End in Mind destinations? your video with one click. The challenge in doing It’s always a good thing to get into the habit of this is your video would be posted without being planning your video and deciding on how you Tourism Offices Video Content edited. That’s never a good thing to do, so you’ll would like to sign off. You can do this as you Almost every office of tourism has its own Make sure you carry your video device with you need to edit your footage first and that means video the last sunset for instance and just using professionally shot collection of videos that you at all times and don’t be shy to put yourself on downloading your video to your desktop your voice behind the camera, ask your clients to are allowed to use subject to certain rules and camera and have a conversation with the lens. computer and opening your video with a call you, email you or to turn up at a certain regulations requested by the Tourism HQ. If you After a few attempts you’ll love being on camera conversion program. venue to attend your presentation. sell into a niche destination, ask for their videos. and that’s a plus. Page 26 Page 27

Making That Movie Learn From Your Suppliers Keeping It Energized Chances are your supplier’s have deeper pockets Here’s a video from Air New Zealand. It’s been than you do and if you pay attention to their new around for a short while now, and still one of the video productions you’ll quickly pick up on their best ever with over 2,267,538 views. I’ll let the You’re in luck! You are working in an industry that now thrives on video as a promotional tool. ideas and techniques. They may be using high video do the talking. Your take away is to think If you cannot manage to create your own video content, or produce your own movie then you quality video cameras which means the quality about how you too could create something can always ask your suppliers if you can use their videos. Let’s not go there just yet. Let’s see if of their imagery will be better than your similar to this snappy, clever and humourous video based on your own personality and travel smartphone video. you can create your own movie using some of the tools explained below and also explore what preferences. other travel firms are doing with their video content. Are you ready? Action! The Recent British Airways Video In this most recent video from BA, they have employed the split-screen editing technique. We Setting Up Your Video Outlets If you are shooting video using your smartphone can’t go into the how-to here on this page If you did shoot excellent video footage where then chances are you can access an app (Vine, however search the HELP files of your editing would you show it? Yes for your website and yes Instagram, iMovie, ReelDirector, Cute CUT, software and you’ll find the instructions. The for YouTube and or Vimeo and any of your social Montaj, Magisto, HighlightCam, Lapse It, split screen technique allows you to play two sites, too. Sure enough, today’s technology and YouTubeCapture) that will edit your video videos at the same time. Click on the video below marketing channels are begging you to use them without the need for any other software. after you read this intro from Tnooz: and showcase your travels to the world. Other Conversion / Editing Tools The style of video is in first-person, emphasizing the Step one: set up your video outlets and you can My favourite is AVS4YOU and for the simple fact “Yourope” so the viewer feels more connected to the For Something Completely Different do this very easily by opening a YouTube that for a low fee of $99 or $59 when on sale you experience at hand. The videos are also done in bursts, The My MUVEE software might be right there in account. YouTube is owned by Google which can have access to over 16 programs that range bringing in short clips in a montage of travel your list of computer programs. Check to see if it means you can use your Google ID and password from video conversion, to audio editing, to experience. This delves into the Vine-style short video is. If so then you have another fantastic video to create a YouTube account. ringtone creation and more. clip experience, while also reflecting the indelible, tool to use. Here’s a quick test video with Muvee episodic memories that travel delivers. After selecting using their old style format. Imaging using this the destination, viewers are brought to the Step two: check how you can upload and embed The editing of your video is as important as the destination via plane and taxi. After arriving at the style to promote train travel adventures. your videos into your website. If your website content you’ve taken. Your video should have destination, viewers must then choose an experience. does not allow for this you may wish to upgrade titles, captions and credits. You may wish to add The street is split down the middle, and a wipe clears your site or look for add-ons and options. They an introduction which would be a separate video out the other side of the street once the selection has might be free or they might cost a few dollars. that you splice into the main footage and you can been made. It’s a worthwhile upgrade if you intend to use do this with most video editing software. more video in your marketing. The last impression, the last image, frame and Converting Your Video Content message is what will stay with your client, so it’s How would you convert your videos to play on important to create a fantastic ending or simply your website, YouTube or Facebook? Not all advise your viewership what to do next. Book video formats are the same and not all formats NOW! comes to mind. You might even appear on I’m using the Dylanesque format with cue cards. instantly upload without being converted first. screen and ask your audience to call you. What could you do different to tell your story, or push market your niche products and niche Your camera may be advanced enough to upload Video With The End in Mind destinations? your video with one click. The challenge in doing It’s always a good thing to get into the habit of this is your video would be posted without being planning your video and deciding on how you Tourism Offices Video Content edited. That’s never a good thing to do, so you’ll would like to sign off. You can do this as you Almost every office of tourism has its own Make sure you carry your video device with you need to edit your footage first and that means video the last sunset for instance and just using professionally shot collection of videos that you at all times and don’t be shy to put yourself on downloading your video to your desktop your voice behind the camera, ask your clients to are allowed to use subject to certain rules and camera and have a conversation with the lens. computer and opening your video with a call you, email you or to turn up at a certain regulations requested by the Tourism HQ. If you After a few attempts you’ll love being on camera conversion program. venue to attend your presentation. sell into a niche destination, ask for their videos. and that’s a plus. Page 26 Page 27

Audio Clip Marketing Types of Audio Clips The more you investigate sound, travel sounds and the various things you can do with an audio clip the more your creative juices will excite! Do you like the sound of your own voice? Well if you do, here’s a way to chat and sell. You can You are allowed to use the sounds on our website free use the Sound Recorder tool which is found under Programs, Accessories. Once you locate Audio clips can be embedded in emails, of charge and royalty free in your projects but you are Sound Recorder, click on it and the recorder will pop up. Arrange your microphone a few inches websites, blogs and used as ringtones too. You’ll NOT allowed to post the sounds on any web site for be wanting to factor audio clips into your 2014 from your mouth, click the Start Recording button and start chatting. Stop chatting and stop Business Plan / Marketing Plan to decide how others to download, link directly to individual audio the recording. When you have stopped the recording the Save As box will appear. Save your and when to use them. files, or sell the sounds to anyone else. Remember to read Terms of Use before downloading and using the test files to your desktop – then when you are well scripted and confident, go for it and save sound effects or music tracks. your professional audio clips to a specific folder. Typical audio clips in the travel industry are a ships horn and the sound of a train. Then there’s you and your voice. The human voice telling a short story of delivering a simple call to action can work wonders. Mind you, the voice cannot be too loud, too sharp, too low… it has to be natural, clear and if you have an accent of any This bundle sells for $37 USD and kind you’ll need to have someone else listen to it you can find it on and decide whether or not your accent helps or the Sound Jay hinders the listener to understand. If your audio website. clip is being sent to clients who share your accent then you’ll be fine. If Rick Steves Can Do It… Well known TV traveller Rick Steves has his own set of travel podcasts and that means you can too. You’ll not be competing with Rick Steves because you’ll target your existing clients and It’s ALL in the Mic’ using your social network/s to promote your That honkin’ great microphone is called the Yeti podcasts, audio books and your snappy, short (!) from Blue Microphones. Wonderful! and sharp and highly creative promo clips. Remember the ships horn, the lion’s roar – Here’s one of the better audio recorders. It is called Audacity and just happens to be a free download. here’s where they fit in so nicely. http://audacity.sourceforge.net/ As you can tell comparing the interfaces of Sound Recorder and Audacity, you’ll have more of a learning curve using Audacity. It is more for professional recordings and Sound Bytes that means you can use it for blog posting and podcasts. Once you know what you are marketing – let’s go for an African Safari – you can select your sound bytes and if you’re thinking the Big 5 and out of that five you narrow it down to the roar of a lion… I’d say you are focused and good to go. You can purchase it at one of the big brand That clip of the lion’s roar is then played or computer stores and online. Your audio should embedded into your audio recording. CHECK be crystal clear. Some webcam mic’s can do the OUT the Sound Jay clips by clicking on the logo. job too. All it takes now is practice.  Page 28 Page 29

Audio Clip Marketing Types of Audio Clips The more you investigate sound, travel sounds and the various things you can do with an audio clip the more your creative juices will excite! Do you like the sound of your own voice? Well if you do, here’s a way to chat and sell. You can You are allowed to use the sounds on our website free use the Sound Recorder tool which is found under Programs, Accessories. Once you locate Audio clips can be embedded in emails, of charge and royalty free in your projects but you are Sound Recorder, click on it and the recorder will pop up. Arrange your microphone a few inches websites, blogs and used as ringtones too. You’ll NOT allowed to post the sounds on any web site for be wanting to factor audio clips into your 2014 from your mouth, click the Start Recording button and start chatting. Stop chatting and stop Business Plan / Marketing Plan to decide how others to download, link directly to individual audio the recording. When you have stopped the recording the Save As box will appear. Save your and when to use them. files, or sell the sounds to anyone else. Remember to read Terms of Use before downloading and using the test files to your desktop – then when you are well scripted and confident, go for it and save sound effects or music tracks. your professional audio clips to a specific folder. Typical audio clips in the travel industry are a ships horn and the sound of a train. Then there’s you and your voice. The human voice telling a short story of delivering a simple call to action can work wonders. Mind you, the voice cannot be too loud, too sharp, too low… it has to be natural, clear and if you have an accent of any This bundle sells for $37 USD and kind you’ll need to have someone else listen to it you can find it on and decide whether or not your accent helps or the Sound Jay hinders the listener to understand. If your audio website. clip is being sent to clients who share your accent then you’ll be fine. If Rick Steves Can Do It… Well known TV traveller Rick Steves has his own set of travel podcasts and that means you can too. You’ll not be competing with Rick Steves because you’ll target your existing clients and It’s ALL in the Mic’ using your social network/s to promote your That honkin’ great microphone is called the Yeti podcasts, audio books and your snappy, short (!) from Blue Microphones. Wonderful! and sharp and highly creative promo clips. Remember the ships horn, the lion’s roar – Here’s one of the better audio recorders. It is called Audacity and just happens to be a free download. here’s where they fit in so nicely. http://audacity.sourceforge.net/ As you can tell comparing the interfaces of Sound Recorder and Audacity, you’ll have more of a learning curve using Audacity. It is more for professional recordings and Sound Bytes that means you can use it for blog posting and podcasts. Once you know what you are marketing – let’s go for an African Safari – you can select your sound bytes and if you’re thinking the Big 5 and out of that five you narrow it down to the roar of a lion… I’d say you are focused and good to go. You can purchase it at one of the big brand That clip of the lion’s roar is then played or computer stores and online. Your audio should embedded into your audio recording. CHECK be crystal clear. Some webcam mic’s can do the OUT the Sound Jay clips by clicking on the logo. job too. All it takes now is practice.  Page 28 Page 29

Niche: Green Travel Green Adventures Rail Travel This just in! My cousin Jo’ back in the UK just Travelling by rail is a green way to go. This form returned from Kanana Camp, located in of transport is one of the oldest and most used Okavango Delta, Botswana. Up close and worldwide and as long as it’s not burning coal or Green has become the colour of tourism throughout the world and it’s also the colour of money personal with the wildlife and what a marvellous wood for instance, it’s travelling green. If you – which makes for a terrific selling combination. Most of what you sell day-to-day is already time she had. Here’s three images of her green have a love of the clackety-clack then don’t look green which means the supplier or hotel chain have responded to areas in the running of their lodgings – one of which had an elephant come back – investigate this rail journey niche for visit! yourself. Below is a selection of railway books business that were in some way causing damage to the local / global atmosphere. By studying found on the Barnes & Noble website and also at green travel opportunities you can develop a niche that most travellers support, especially the your local bookstore. younger generation of travellers. Many of these books offer you the one thing you need most - the route. Your next step is to search online for the company that books the trip you wish to promote. Cycling Tours Person power is another green way to travel and cycling, like train travel, is a world favourite, too. There are numerous opportunities for you explore and more so if you happen to ride a bike. Marketing Green Our planet needs all the help it can get and that’s Here then is the green niche opportunity for you Green travel comes in all shapes and sizes and as nothing new – most travellers know it, have and it doesn’t include ramming carbon offsets many words such as green, eco, sustainable, heard about it, read about it and in their heart- down the throats of your clients. Better to stay environmentally friendly and these are words to of-hearts would like to help. The challenge for clear of such offers. Let your clients decide on be used in your promotional activity. There are many travellers however is the hype that comes that issue for themselves. Your role in keeping green images available now like the ones below with political grandstanding and the use of the green machine rolling is to advise and assist that you can find in Microsoft Clip Art. green, eco, sustainable wording in their vote for your clients to purchase the best travel plan for me campaigns. them and their planet. As you know the majority of green sensitive Getting There suppliers – from hotels and resorts to cruise lines Until another form of transport is invented, your Investigate the green side of your suppliers and – have made efforts towards greening their clients will generally be flying to their green ask to use and mention their green initiatives in premises, products and modes of transport. vacation. Once they land, greener transportation your advertising and promotion. Here’s a sample Chances are, we are as green as we can get at the can take over. We can take comfort however layout you can change to suit. Use your own moment. More work to be done as always. that airlines are flying as green as they can be. images too.  Page 30 Page 31