Once upon a time, all shops and service providers were local. They were present in town, knowledgeable about their ...
- May 28, 2019
Once upon a time, all shops and service providers were local. They were present in town, knowledgeable about their specialty, personal in their customer service.
Companies in the travel industry must feel as if they are in a zero-sum business. As if the only thing anyone cares about anymore is how much they’re going to pay. Consumers say it. Businesses say it. But worst of all, it’s a race to the bottom that gives the Online Travel Agencies (OTAs) – who don’t have physical locations to pay for and manage – an obvious advantage.
The increased focus on “local” isn’t lost on most national marketers. But those same national brands have generally tended to view local marketing as inefficient and unscalable. So, what’s the trick to making local efforts pay off?
There is an old Sales and Marketing tactic that used to be popular in business, but has lost favor because, well, it can be prosecuted as fraud. It used to work like this:
The problem with selling a home generally isn’t the home. It isn’t the person selling the home (well, most of the time). And you know, it really isn’t even the price. The problem with selling a home by and large comes down to the first rule of marketing – something that applies to home selling just as much as it does to soda pop selling or car selling or anything-else selling.
Employees are in fact consumers, and they want what they want, when they want it. And what they want is not limited to the things that their employers care about like cheap flights, hotels and transportation. They want the tools and facilitation to plan travel that works for them personally.
A few years ago, Google first introduced us to the notion of “micro-moments.” These are defined as “intent-rich moments when a person turns to a device to act on a need - to know, go, do, or buy.”