Travel Agent - October 27, 2008 - (Page 80)

TECHNOLOGY A Marketing Edge TRAMS’ e-mail and direct-marketing expertise is an invaluable tool for agents BY GEORGE DOOLEY TRAVEL AGENTS FACING AN ECONOMIC DOWNTURN AND SOFTENING OF TRAVEL DEMAND should take a new look at the effectiveness of their customer relations management (CRM) programs and how targeted marketing can improve sales, Lee Rosen, president of TRAMS and Sabre’s general manager of Leisure Worldwide, said in an interview with Travel Agent. Rosen, long an advocate of integrated marketing and technology programs that work effectively to build business, sees real opportunity for agents. “We may have to work harder and smarter to make sales in a soft economy,” he says. “But effective CRM and market planning are basic tools to more than make up for economy-based revenue losses.” To make it easier for agents, the TRAMS Marketing Advantage program has been renamed and rebranded as ClientBase Marketing Services (CBMS). The goal is to offer agents targeted marking programs that work and build on the technology of ClientBase’s and TRAMS’ e-mail and direct-marketing expertise. With more than 1,600 agencies signed on, CBMS users benefit from affordable, turnkey programs tested in the marketplace, Rosen says. Any agent, agency or independent contractor can use the system, which has already won an award for its effectiveness. CBMS also features hands-on support of a CBMS marketing staffer who can show the agent how to get the most benefits. “Hopefully any economic downturn will be short-lived and the industry and agents can recover quickly. But effective use of databases, segmented marketing, strong promotional materials, compelling sales approaches and automated integrated programs will help immeasurably,” he says, adding, “We can’t take our business for granted, especially in a downturn.” Rosen says that successful marketing is today driven by details and good data. Based on ClientBase’s decades of experience, he 80 | TravelAgent October 27, 2008 “” “The goal is to get the right product in front of the right client from the right supplier. —LEE ROSEN, TRAMS ” sees a clear-cut need for agencies to create a well-rounded, integrated marketing strategy that builds on supplier partners, client needs and the expertise and brand of the agency and agents. Management controls are also critical to track and benchmark performance. Threefold Approach suppliers they want to work with. “The goal is to get the right product in front of the right client from the right supplier,” Rosen says. Client-driven marketing is the second dimension in a balanced program. Agents should be focusing on key niches with the agent or agency’s customer base. Agents should be anticipating their clients’ travel needs and use their preferences and past purchases to create compelling, personalized offers that can spark action. The third component is equally critical: agency-driven marketing. Here, Rosen sees the opportunity for agents to brand and market their agency, not only getting clients’ attention, but their preference. This is a key to creating and nurturing a strong relationship with clients. “Agents should be delivering value to clients and be in constant contact with meaningful offers,” he says. “This can have a powerful impact on repeat business rates, for example.” He continues: “Rather than [having] 20 percent of clients who booked one year come back to the agency the next, we see 60 to 75 percent or more [repeat clients] for those agencies with good, segmented marketing programs aligned with sales efforts. A marketing calendar, for example, is basic, as is involvement of the entire agency in marketing plans and CRM. “A well-rounded marketing plan that combines these components can make a critical difference to an agent’s bottom-line results,” Rosen asserts. “Whether demand is hard or soft, agencies and agents win when they effectively use technology and marketing to build productivity and profitability. It’s also a competitive response that pays dividends.” Agents can contact TRAMS for information on CBMS programs at www.trams.com. I To create a successful strategy, the first of three elements is the supplier/partner-driven component. This focuses on a selection of primary suppliers and developing a planned program to drive in the business that agents want from CONNECTING YOU For more ideas on how technology can help your business, visit www.travelagentcentral.com/tech http://www.trams.com http://www.travelagentcentral.com/tech

Table of Contents Feed for the Digital Edition of Travel Agent - October 27, 2008

Travel Agent - October 27, 2008 Online Now Contents Contributors From the Editor Europe Hawaii Pacific/Asia Pacific Northwest Las Vegas Mexico Cover Story: New Caribbean Resorts Cruises The Danube Express Tours Agent Profile A Marketing Edge Agenda Luxury Travel Expo American Express Offers Agents Advantages Japan Opens New Tourism Agency News and Notes from the Caribbean In the Spotlight Editorial Index Advertising Index Trendwatch

Travel Agent - October 27, 2008

Travel Agent - October 27, 2008 - Travel Agent - October 27, 2008 (Page Cover1) Travel Agent - October 27, 2008 - Travel Agent - October 27, 2008 (Page Cover2) Travel Agent - October 27, 2008 - Travel Agent - October 27, 2008 (Page 1) Travel Agent - October 27, 2008 - Online Now (Page 2) Travel Agent - October 27, 2008 - Online Now (Page 3) Travel Agent - October 27, 2008 - Contents (Page 4) Travel Agent - October 27, 2008 - Contents (Page 5) Travel Agent - October 27, 2008 - Contents (Page 6) Travel Agent - October 27, 2008 - Contents (Page 7) Travel Agent - October 27, 2008 - Contributors (Page 8) Travel Agent - October 27, 2008 - Contributors (Page 9) Travel Agent - October 27, 2008 - From the Editor (Page 10) Travel Agent - October 27, 2008 - From the Editor (Page 11) Travel Agent - October 27, 2008 - From the Editor (Page 12) Travel Agent - October 27, 2008 - From the Editor (Page 13) Travel Agent - October 27, 2008 - From the Editor (Page 14) Travel Agent - October 27, 2008 - From the Editor (Page 15) Travel Agent - October 27, 2008 - Europe (Page 16) Travel Agent - October 27, 2008 - Europe (Page SCover1) Travel Agent - October 27, 2008 - Europe (Page SCover2) Travel Agent - October 27, 2008 - Europe (Page S1) Travel Agent - October 27, 2008 - Europe (Page S2) Travel Agent - October 27, 2008 - Europe (Page S3) Travel Agent - October 27, 2008 - Europe (Page S4) Travel Agent - October 27, 2008 - Europe (Page S5) Travel Agent - October 27, 2008 - Europe (Page S6) Travel Agent - October 27, 2008 - Europe (Page S7) Travel Agent - October 27, 2008 - Europe (Page S8) Travel Agent - October 27, 2008 - Europe (Page S9) Travel Agent - October 27, 2008 - Europe (Page S10) Travel Agent - October 27, 2008 - Europe (Page S11) Travel Agent - October 27, 2008 - Europe (Page S12) Travel Agent - October 27, 2008 - Europe (Page SCover3) Travel Agent - October 27, 2008 - Europe (Page SCover4) Travel Agent - October 27, 2008 - Europe (Page 33) Travel Agent - October 27, 2008 - Europe (Page 34) Travel Agent - October 27, 2008 - Europe (Page 35) Travel Agent - October 27, 2008 - Europe (Page 36) Travel Agent - October 27, 2008 - Europe (Page 37) Travel Agent - October 27, 2008 - Hawaii (Page 38) Travel Agent - October 27, 2008 - Hawaii (Page 39) Travel Agent - October 27, 2008 - Hawaii (Page 40) Travel Agent - October 27, 2008 - Hawaii (Page 41) Travel Agent - October 27, 2008 - Pacific/Asia (Page 42) Travel Agent - October 27, 2008 - Pacific/Asia (Page 43) Travel Agent - October 27, 2008 - Pacific/Asia (Page 44) Travel Agent - October 27, 2008 - Pacific/Asia (Page 45) Travel Agent - October 27, 2008 - Pacific/Asia (Page 46) Travel Agent - October 27, 2008 - Pacific/Asia (Page 47) Travel Agent - October 27, 2008 - Pacific Northwest (Page 48) Travel Agent - October 27, 2008 - Pacific Northwest (Page 49) Travel Agent - October 27, 2008 - Las Vegas (Page 50) Travel Agent - October 27, 2008 - Las Vegas (Page 51) Travel Agent - October 27, 2008 - Las Vegas (Page 52) Travel Agent - October 27, 2008 - Las Vegas (Page 53) Travel Agent - October 27, 2008 - Mexico (Page 54) Travel Agent - October 27, 2008 - Mexico (Page 55) Travel Agent - October 27, 2008 - Mexico (Page 56) Travel Agent - October 27, 2008 - Mexico (Page 57) Travel Agent - October 27, 2008 - Mexico (Page 58) Travel Agent - October 27, 2008 - Mexico (Page 59) Travel Agent - October 27, 2008 - Mexico (Page 60) Travel Agent - October 27, 2008 - Mexico (Page 61) Travel Agent - October 27, 2008 - Cover Story: New Caribbean Resorts (Page 62) Travel Agent - October 27, 2008 - Cover Story: New Caribbean Resorts (Page 63) Travel Agent - October 27, 2008 - Cover Story: New Caribbean Resorts (Page 64) Travel Agent - October 27, 2008 - Cover Story: New Caribbean Resorts (Page 65) Travel Agent - October 27, 2008 - Cover Story: New Caribbean Resorts (Page 66) Travel Agent - October 27, 2008 - Cover Story: New Caribbean Resorts (Page 67) Travel Agent - October 27, 2008 - Cruises (Page 68) Travel Agent - October 27, 2008 - Cruises (Page 69) Travel Agent - October 27, 2008 - Cruises (Page 70) Travel Agent - October 27, 2008 - Cruises (Page 71) Travel Agent - October 27, 2008 - The Danube Express (Page 72) Travel Agent - October 27, 2008 - The Danube Express (Page 73) Travel Agent - October 27, 2008 - Tours (Page 74) Travel Agent - October 27, 2008 - Tours (Page 75) Travel Agent - October 27, 2008 - Tours (Page 76) Travel Agent - October 27, 2008 - Tours (Page 77) Travel Agent - October 27, 2008 - Agent Profile (Page 78) Travel Agent - October 27, 2008 - Agent Profile (Page 79) Travel Agent - October 27, 2008 - A Marketing Edge (Page 80) Travel Agent - October 27, 2008 - A Marketing Edge (Page 81) Travel Agent - October 27, 2008 - Agenda (Page 82) Travel Agent - October 27, 2008 - Agenda (Page 83) Travel Agent - October 27, 2008 - Luxury Travel Expo (Page 84) Travel Agent - October 27, 2008 - Luxury Travel Expo (Page 85) Travel Agent - October 27, 2008 - American Express Offers Agents Advantages (Page 86) Travel Agent - October 27, 2008 - American Express Offers Agents Advantages (Page 87) Travel Agent - October 27, 2008 - Japan Opens New Tourism Agency (Page 88) Travel Agent - October 27, 2008 - Japan Opens New Tourism Agency (Page 89) Travel Agent - October 27, 2008 - News and Notes from the Caribbean (Page 90) Travel Agent - October 27, 2008 - News and Notes from the Caribbean (Page 91) Travel Agent - October 27, 2008 - In the Spotlight (Page 92) Travel Agent - October 27, 2008 - In the Spotlight (Page 93) Travel Agent - October 27, 2008 - Editorial Index (Page 94) Travel Agent - October 27, 2008 - Advertising Index (Page 95) Travel Agent - October 27, 2008 - Trendwatch (Page 96) Travel Agent - October 27, 2008 - Trendwatch (Page Cover3) Travel Agent - October 27, 2008 - Trendwatch (Page Cover4) 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