An integrated marketing program in the travel trade is a comprehensive marketing solution specifically designed to ensure that all messaging and communications are unified across all channels and strategically focused to attract the customer- travelers.
It is a concept based on the principles of inbound marketing: providing valuable content to highly targeted consumers, which attracts and engages them, moving them down the funnel towards buying your services, product or in our case- a destination. This way, businesses and destinations spend their valuable resources in the most productive way, and consumers are delighted by content relevant to their interests.
There are seven essential steps to creating a great integrated marketing program. Through these steps, your business will be able to develop and maintain a simple yet productive integrated marketing campaign. They are:
- Marketing Strategy – After a thorough analysis of the business or destination’s features and attraction, an integrated marketing strategy must be developed. The strategy will serve as a road map for the implementation of an integrated marketing program—and should be tailored to your product’s needs. The strategy should integrate social media, search engine optimization, blogging, content and lead nurturing, public relations and trade relations.
- Brand Analysis – Prior to implementing any integrated campaigns, a specific brand or logo should be developed in order to improve your look and focus your message.
- Website and Content Development – Once a consumer finds your website, the goal is to make it so captivating that they want to stay on the site, engage in your content, and share it with others. To do this, both content and a schedule for posting it should be generated.
- Social Media Strategy and Blogging – Social media gives you a place to talk to your consumers before they travel, while they travel, and after they have returned. This includes social networks, blogs, micro-blogging sites, and third party sites. It is important to determine the best channels to use for your target markets, and what content to post.
- Creative Campaigns – With all pieces of your marketing foundation in place, now is the time to develop and implement creative campaigns and sweepstakes designed to draw visitors to both your site and social media platforms, while synchronizing your marketing message and brand value for maximum effectiveness.
- PR/Media Outreach Strategy – In creating a PR/Media strategy, it is important to employ simple but effective monitoring tools to allow you to identify influencers in your market. Then you can “listen” to the conversations taking place online, join ongoing conversations, build trust, and demonstrate expertise. It is critical to develop a database of contacts and design effective outreach campaigns to reach local and national media, relevant bloggers, guidebooks, and sales intermediaries.
- Trade Distribution Strategy – If you work with business to business (B2B) sales, it is most effective to take your relationships online by developing a dynamic database that tracks all communication with trade partners; from the initial email/call, to in-person meetings at trade shows, and shares on social media sites by each partner. Having a detailed record of your communication history with your partners helps you strengthen your business relationships.
In sum, integrated marketing programs provide an effective and streamlined solution to marketing, which is thus more productive for both the businesses and the consumers. They create a pleasant marketing/consumption experience, ultimately leading to more concrete results for businesses.