Marketing and Accountability
By Mark Murphy
September 12, 2012 11:45 PM
Innovation is at the heart of any successful business, and this has been true for travAlliancemedia. We’ve created game-changing businesses and platforms that have enabled travel agents to connect and drive more business to suppliers and destinations all over the world.
It began with our media products, which include Agent@Home magazine, Vacation Agent magazine and TravelPulse.com and has led to sales platforms including TravelAgentAcademy.com, Virtual Travel Seminars, Webinars and Virtual Travel Events. We always seek to fill the gaps that make agents better at selling and marketing travel.
Most recently you’ve seen Agent Studio, the platform which has enabled hundreds of travel agents to build professional, content rich website at a price that any agent can afford. These sites feature all of the great content, including our videos, which we produce daily.
Earlier this week you may have seen a press release on the new travAlliancemedia Dashboard for travel marketers. Advertisers now have a new, real-time, dynamic reporting tool that provides them with a clear picture of their marketing results and campaign performance. Some of the key reporting metrics included in the Dashboard:
Offers: Tracks total impressions and clicks for every offer posted on TravelPulse.com.
Editorial: Find out when you have been covered, and how many people have seen and read the coverage.
Videos: Tracks total plays on all videos posted.
Targeted Emails: Your agent messages are tracked with date sent, total deployed, total opened, and total click-throughs. Find out what’s working and tailor your messages as needed.
Coming Soon: Banner ads, webinar statistics, and print lead data.
It all comes down to giving marketers the tools they need to measure travel agent activity on a daily basis. In a world of multimedia and distribution channel marketing the challenge for marketers to accurately assess the value of a media investment became daunting. It’s not like they can send an email and see an immediate pop in bookings as might be realized on a commodity price driven consumer direct offer. Marketing to travel agents is about building preference so you choose them, or at least consider them, when a customer is ready to buy. That requires a consistent message delivered over time that you can ultimately act on.
With the introduction of the travAlliancemedia Dashboard, we accomplish two key things: we demonstrate the value of marketing to travel agents and we also demonstrate the value of agents themselves. For more information on our new platform, or to see a demo firsthand, please email email@example.com.
Mark Murphy is president and CEO of travAlliancemedia, parent of TravelPulse.com, Agent@Home magazine, Vacation Agent magazine, Travel Agent Academy, Virtual Travel Events and Agent Studio.