How to Improve Business Marketing
Marketing a Travel Emergency Assistance Business
There is little room for error in marketing a travel emergency assistance business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
Marketing a travel emergency assistance business can quickly take a wrong turn if you don't have a roadmap.
In this industry, long-term survivors build their strategies around a core of marketing essentials.
Competitive Awareness
Do you have a new marketing idea that will transform your industry? Don't be so sure - at least not until you have explored what the competition is doing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other travel emergency assistance businesses, you may not have all of the information you need to make an informed marketing decision. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your travel emergency assistance business, that's PR. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Loss Leaders
The majority of travel emergency assistance businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For travel emergency assistance businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
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