On Marketing
❖ dave bodle
Getting the Most Out of Travel Shows Many Of uS have wrapped up
personal impressions. As a tour
another season of marketplaces and
operator, I’m hard pressed to trust you
event the same as a supplier. There
travel shows. We’ve had host cities
with 40 of my clients if I do not know
are still a few appointment times avail-
open their doors and share their very
you. As a writer, I can promise my
able and doing a little research before
best accommodations, dining and
story will have less passion if we’ve
leaving home can certainly fill them.
attractions. We’ve connected with
never met. Frankly, though, how many
Determine an appropriate new desti-
friends from the industry and made
of us maximized the potential of the
nation for your company that may
new acquaintances. Hopefully, we’ve
impression we’ve made?
seem just a little out of the box. Do
done some serious business. Admit-
Suppliers, how much did you know
Operators should approach the
some homework and identify a few
tedly, some marketplaces have been
about the operators you scheduled
suppliers that can provide a good
better than others. For the most part
to meet? What type of tours do they
perspective of their area. That little
we’ve worked hard and had some
offer? Who are their clients – seniors,
time invested can pay huge dividends.
enjoyable moments, too.
students? What’s the average length
We’ve invested our time and
The tourism industry through its
of their tours and, of course, what are
resources in the marketplaces. We’ve
marketplaces is one where personal
their price points? Did you try to open
done all that was needed to prepare
interaction is still the strength of the
a dialogue before the appointment to
for our appointments. For the most
industry. We can text, Twitter, Face-
answer any of the previous questions?
part those appointments have gone
book, e-mail and use all the cool tools in our bag, but none can ever replace
Operators, the pre- and post-FAMS
developed new leads and relationships.
fantastic. However, how much did you
However, there’s still one more step
do to get ready for your marketplace
to complete before crowning the
appointments? Did you do some
marketplace a success.
research to determine where appoint-
Looking Ahead to Our
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100 June 2012
well. We’ve been successful and even
as well as the marketplaces were
The key word is follow-up and
ments fit into your program? How much
unfortunately that’s where many of us
did you already know about the sup-
fall miserably short. Case in point, the
plier’s product and, more importantly,
most recent marketplace I attended
what is it you didn’t know?
resulted in less than a 12 percent
Of course, many suppliers didn’t
follow-up after my appointments and
get all the appointments they needed,
not one of them was unique or
or wanted. It seldom happens. So let’s
memorable. I came to the meetings
fill those times by taking full advantage
prepared with specific discussion
of every mating opportunity. The first
points. Most of those appointments
step is for suppliers to compile a list of
went well, but in the critical phase of
people they’d like to see. Sit with your
sending pertinent information, or simply
local and state DMO and share your
acknowledging my interest, the
“desired appointments” list. Ask the
experience came up short.
DMOs for a referral if they have an
It’s really not that difficult. Take 10
appointment, or know the prospect.
minutes to send me a postcard and let
Don’t wait for the traditional caucus.
me know you were listening!
Remember, once you get to the marketplace everyone else is attempting to fill their appointments, too.
Contact Dave at 843-712-1140 or email dbodle@sc.rr.com.
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