A Marketing Program Is a Must

Advertising, Public

Relations And Publicity

— Part 2

By Angela Criss, ACC

In last month’s column, we discussed creating a marketing plan. In order for a home based agency to create a name that’s identifiable, this step of marketing includes many factors such as advertising, public relations and publicity. These promotional tools put your products and services in the minds of the customer and help stimulate demand for the product. Promotion includes ongoing advertising, publicity and public relations.

To reach your potential clients, first determine who they are, what their specific needs are and how you can best meet these needs. Understanding your target markets helps you to focus on what to promote, where to advertise and how to be effective in your campaign. To reach your clients, all aspects of promotion — including advertising, publicity and public relations — may be useful.

Advertising
Advertising costs money, but if done effectively, it can be a major factor in bringing in customers. Before you begin, you need a plan. Who do you want to reach? What features and benefits do you want to convey to them? What methods will you use to reach them? Advertising can be done with signs, brochures, direct mailings and a simple E-mail message. It may also include an ad in the newspaper, in the Yellow Pages and on the radio.

What media is most practical for you to use in terms of access and affordability? A good mix of media is usually the best way to reach customers, but focus on your target markets.

Newspaper and other print advertising can be very effective. Major newspapers may be expensive to advertise in, but the local edition may be worth the money. However, just buying the space is not enough. You need to know when to advertise and how to create the ad.

Newspapers are quite useful in giving advice about when to advertise, but again take into consideration the buying habits of your customers. Consider the reader. The Sunday wedding announcements section may be perfect for advertising honeymoons. The food section might attract the attention of many women interested in a ladies’ shopping cruise.

When creating your ad, be sure to clearly state the value and the benefits for the customer. Think about how your intended audience will interpret the ad. Answer their question, “What’s in it for me?” Then specify what they are to do next and what action should they take. Tell them who to contact and how. Newspapers have trained ad personnel to help you, but you will need to keep your advertising plan in mind. And don’t forget the support from your suppliers. Many will furnish you with ad slicks and co-op funding for advertising.

Publicity
Paying for advertising in a newspaper can be helpful in gaining more publicity. Publicity is getting your name in the newspaper. Publicity is advertising turned into a “news” format and is usually at no cost. This may include articles written for the local newspaper or a magazine.

In your article, describe your business and the services you offer. Have you been on a recent cruise? Use that opportunity for a photo with the captain to accompany a short article. Earned your ACC or MCC? Use that as an opportunity to describe your specialization in cruising. Sponsoring a cruise event? That can be news too. Sometimes you have to just “make news happen”!

Public Relations
Public relations includes ongoing activities to ensure the company has a strong public image. Again, you need a plan to include what image you want to convey, to whom and how you plan to convey it. Of course, your advertising and publicity will contribute to this image. Another way to convey a strong public image is to get involved in community activities. Get a team together for the annual “Walk for Life” American Cancer Society fundraiser. Consider sponsoring Little League teams.

Be creative in your promotional activities. Network with other professionals. Work with wedding photographers and bridal shops to promote honeymoons. Work with teachers on educational tours. Join others who might have an interest in travel. Look for other creative ways to get your name out there. What about an advertisement on your vehicle? There are many ways to attach a vinyl or metallic sign. I’ve even heard of one agent who had her car painted with cruise emblems.

Consider yourself an expert. Find ways to give presentations or seminars. Chamber of Commerce, civic organizations, clubs and other organizations are often looking for speakers. Give a “First-time Cruisers Seminar” with basic cruising information. Be sure to take along brochures to hand out.

Again, all these methods of promotion should be a part of your overall marketing plan. First, spend some time thinking about your customers, their needs and how your products meet those needs. Then figure out how to best reach those clients with your message. Plan ahead — What do you have going on that you can advertise, write an article about or share with a club in your community? Keeping your name in front of your clients and reaching potential customers can be a lot of fun. Be creative and don’t rule out any possibilities!

Have you had an interesting and successful promotional idea that has worked for you? E-mail me crisstravel@yahoo.com and give me the details. I’ll compile them in a future article to give us all fresh ideas!

Angela Criss has a B.S. in communications with an emphasis in advertising and a minor in marketing. She has had a myriad of jobs, including marketing director for a manufacturing company, various newspaper jobs and taught English for 10 years. She now owns a home based travel agency, Criss Travel, in rural Salem, AR.