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Why planning a trip is like a marketing campaign

Marketing Doris talks about why planning a trip is like a marketing campaign

At some time we have all had the pleasure (or pain) of planning a trip or holiday. Personally I love the excitement of choosing where to go and researching the destination for places to see and visit.

The first questions to ask when organising a trip are:

  1. Where do you want to go to?
  2. What’s the objective?
  3. What’s the budget?

The answers will determine if you end up in a 4-star hotel in Glasgow for a long weekend, camping in the Peak District, two weeks in the Maldives or an overnight stay in London for business.

Applying the same principle to marketing, this could be a 4 week online digital marketing campaign, an advert in a printed publication, billboard poster or ecommerce website. In both cases the solutions are viable options depending on how the questions were answered. Once plans are made should they been changed? Yes, but only if the outcome meets the original objectives.

For example, if the weather forecast for the Peak District isn't favourable then you may choose to delay the trip or change location or in business terms a retailer may alter the timings or content on a campaign depending on product availability or environmental factors.

We can determine if the trip or holiday was a success by whether we enjoyed ourselves, did we get to see everything we wanted and was the weather / hotel / food good? For marketing campaigns results are the reaction to the promotion; were there enquiries, have sales increased or in other words has there been a return on investment.

When we are planning a holiday, many of us will use a travel agent.. who are experienced and have access to the right information, tools and competitive pricing… why wouldn’t you do the same for your marketing campaigns? Give me a call and we can talk marketing / travel destinations or both over a coffee!

Feedback:

FDR Law
Tim Jordan, Partner
"We engaged Helen about 5 years ago to work one day a month with my firm in coordinating the marketing for the launch of our new brand. We previously had a number of in-house marketing executives working"
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