The CCRA International eNewsletter
Marketing Tips Issue
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Message from CCRA Global Membership Services top
Dear Travel Agent Members,
I want to extend early holiday wishes for the upcoming season. As we in the travel industry are well aware, the change of seasons that signals school breaks and holiday shopping also means it’s time to promote holiday vacations. This month is a good time to market the winter vacation promotions, as well as start your 2007 planning. So, we chose to present some marketing tips articles to motivate and educate.
And, just in time for family travels over the holidays, the CCRAtravel.com introduced its latest features to help you streamline your efforts and boost your commissions. Have you tried the new multiple room booking? We’ve heard great response from ambitious agents who were the first to complete multiple room bookings in October. One agent reported to us that when booking four rooms together on a cruise reservation, using a pre-paid Net Rate, her commission mark-up more than doubled. This is a great insider tip as we approach the 2007 Wave Season.
If you have not yet experienced the profit-building capabilities that have been added to the CCRAtravel.com booking portal, I definitely suggest visiting a free online training. Online sessions have been booking up in recent weeks, and it’s not just the free Starbucks gift card that is attracting attention. What your fellow agents are asking about most is the CCRA’s guaranteed pre-paid Net Rates. The Net Rates do guarantee on-time, higher commission payments. We are pleased to walk you through how they work.
Happy snow season, and best wishes in your marketing plans for the cruise months ahead! Stay tuned for our December newsletter that will feature some favorite Caribbean hotels sure to appeal to your winter weary clients. |
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Best Practices in E-mail Marketing top
Advice From Marketing Professional, Rob Kunz
Here are the facts: E-mail SPAM is becoming a nuisance to many, so SPAM filters are stricter in what they allow to pass into an inbox. Legitimate e-mail marketers find it more and more difficult to get their message across. Has e-mail marketing taken the place of the unwelcome telemarketer?
Anti-SPAM measures in e-mail marketing are a hurdle for legitimate e-mailers who are trying to reach their subscriber lists. Many non-SPAM e-mails are thwarted by strict anti-SPAM enforcement. But, there are ways to work around this. As the craft of e-mail marketing continually evolves, there are a few “best practices” that I currently hold onto firmly in all my e-mail campaigns. Here are my Top 5 Tips for e-mail marketing:
- Avoid SPAM Filters
Avoid certain trigger words like “dear,” “no,” “free,” “$$$,” “once,” or “Discount.” These words and many other overused phrases add to the points that your Internet Service Provider (ISP) calculates in an automatic SPAM screening. Also, bolded words, big fonts, and the content-to-image ratio play a factor in whether your e-mail will be identified as SPAM and filtered. Watch for these red flags when creating e-mails, as each one characteristic factors into a point system that your ISP filters recognize when judging if e-mail is SPAM or not. You can invest in a SPAM checking distribution system. Constant Contact is one such tool that I use. The tool automatically rates, on a numbered scale, what SPAM triggers appear in my HTML that may set off filters.
- Personalize!
By simply customizing your e-mail with "Hi [subscriber name]" instead of the generic "Dear Customer," you can increase your reading and click-thru rates tremendously. This is because your readers feel like they have an attachment to you, and are more likely to trust the message that you are conveying.
- Include Effective Text in Your E-mail
When creating an HTML e-mail, make sure that your most important message is included in actual text words, not in the image. This is very important because many people don’t receive the images embedded in your e-mail. They will only see the text of your message. In e-mails systems such as MS Outlook, recipients must click to receive the images, and many people don’t take the time to do that. This brings up the idea of placing an important message at the top of the e-mail to entice your recipients to open and read the full message.
- Keep Your List Clean
Clean e-mail contact lists help ensure the e-mail is delivered faster, because the list server doesn't spend time re-sending to bad addresses. Further, if you use an E-mail Service Provider that charges based on your membership, clean lists mean lower hosting bills because you aren't sending messages to recipients who don't exist.
- Avoid Blocked E-mail Addresses
There is a two-part answer to blocked e-mail addresses. First, prevent the problem. Second, remedy the problem. To keep up with heavy enforcement of SPAM rules, it is in your best interest to have your recipient add your e-mail to their address book. Doing this ensures that the recipient address will receive your e-mails directly into the In box rather than into a “junk mail” or SPAM folder, despite increased SPAM enforcement by ISP filters. One way to encourage a recipient to add your sender information to their address book is to provide a visible link for your recipients with easy instructions on how they can add your business or contact information to the address book in their e-mail service. An example is seen in this webpage that can be added as a link within your e-mails: Preventing Blocked Emails
How not to violate SPAM rules!
Not all e-mail marketing is SPAM. Be sure to follow the basic rules set by the FTC in the CAN-SPAM Act, and you can have successful, effective e-mail outreach to your clientele. Below are the important highlights. For all e-mails whose primary purpose is advertising or promoting a product or service, follow these guidelines.
Truth in Advertising - E-mail subject lines cannot be misleading. In addition, the header information included in your e-mails, in the “To” and “From” routing information, must also be accurate, identifying who is initiating the e-mail. Finally, your marketing e-mails must be identified as “advertising” somewhere in the e-mail content.
Opt-out Options - All commercial e-mail communications for marketing purposes must provide a return e-mail address or other link for the recipient to “opt out” of the contact list, or request that no further message be sent. The opt-out link is often displayed on the bottom of the promotional e-mail as an “unsubscribe” link. A business has 10 days to honor the contact’s request to receive no further marketing messages.
No Sharing or Reselling - It’s illegal for a business to sell or transfer the e-mail addresses of contacts who choose not to receive your e-mail. Once a contact requests to opt-out, or receive no further e-mails, you cannot help another organization send them e-mails, or have another group send them e-mails on your behalf.
Most of your business e-mails are likely to be “transactional or relationship” messages sent in follow-up to an agreed upon transaction or ongoing relationship. These communications are exempt from SPAM requirements, but in good business practice, these e-mails must never provide false or misleading information. For details on FTC rules regarding e-mail marketing, visit www.ftc.gov. |
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10 Business Card Basics top
Advice From Marketing Professional, Rob Kunz
Plain and simple, your business card needs to be able to market you. This is your chance to very quickly and simply state who you are and the nature of your business. Your card must include all the necessary contact information while at the same time appeal to people so they’ll want your business. Your card should include:
- Name
- Title
- Phone Number
- Email Address
- Business Name
- Mailing Address
- Business Logo
- Slogan/Tagline
- Call To Action
- Certifications or Affiliations
Remember to keep the overall design simple and clear, enabling the reader to get to the necessary information quickly. The font needs to be legible and large enough to read, or to be scanned. Remember, you can print on both sides of the card for just a little extra money, but never print important contact information on the back. Keep the look of your cards professional by using only high-resolution logos or images. Your card should be a reasonable size and shape to fit into a standard cardholder sleeve. Color backgrounds, or image backgrounds may stand out, but they can also make a card difficult to read, to scan or copy, or to write on. Be very selective with your colors, and keep your audience in mind. Appeal professionally to corporate clients, present high standards for luxury clients or use whimsical design to attract leisure clients.
Visit a few websites for major printers to set your expectations on print costs, which vary greatly. Finally, proofread extensively before you print your cards. Avoid including any information that may change anytime soon, and you’ll avoid reprint costs. Business cards remain a staple – a socially acceptable means of networking, and very low cost marketing tool. |
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Got Referrals? top
by Gary Lockwood
Another day at the office, waiting for a potential customer to call or come in. Ho-Hum.
What would your business be like if your current customers were enthusiastically rounding up prospective customers for you? Imagine the excitement of talking to people who already know about you and know about your products and services. Selling to those people would be a piece of cake. So why aren't your current customers bringing you referrals? Perhaps it's because you have not instructed them, motivated them, made it easy for them, asked them or initiated the process.
Start by making a list of all the people who might be a referral source for you. These may include people you do business with, such as your banker, accountant, attorney, printer, consultant, broker, and so on. This list will also include some of your existing clients. How about friends, community leaders, previous business associates, and suppliers?
Next, scan the list for the handful of your best current referrers. Chances are, you have a few people who routinely recommend prospective customers to you. Perhaps you also send referrals to them. Start with these potential "Referral Partners". Almost always, you'll have better results by developing stronger relationships with a few referral sources rather than shallow relationships with lots of sources.
In order to help your Referral Partners give you good, qualified referrals, you need to get crystal-clear about what you are looking for. What types of people/organizations make the best customers for you? Are there any geographic limitations? How about size or volume requirements?
What problems do your products and services solve? Your Referral Partner will have an easier time of spotting potential clients for you if they (and you) are clear about what to look for. This also makes it very natural for your Referral Partner to suggest your firm as a way for their colleague to solve a problem.
Don't overlook the desired personal characteristics of potential customers. As you know, the chemistry you have with a customer is a crucial factor in establishing a long-term business relationship. On the other hand, there are probably others you can think of who just drain all the life out of you. Which would you rather have as clients? Surround yourself with people who are easy to deal with, interesting and, oh yes, profitable. When you are clear about describing the recommendations you want, you make it easier for your Referral Partners to identify prospective customers for you.
Now that you have identified several possible Referral Partners and you are clear about the types of customers you want, it's time to create a customized plan for each Referral Partner. Think win-win. What does the Referral Partner get from this relationship? Brainstorm all the various ways in which the Referral Partner benefits from giving you a recommendation. Be as specific as you can. Each person has individual needs and interest, so be creative in discovering ways in which this person gets value from the Referral Partner relationship.
Remember, people do things for their reasons, not yours. If you can't articulate the benefits of sending referrals to you, you'll not likely get many.
In order to instill confidence in your Referral Partner, you need to spell out exactly what you will do when given a referral. Your Referral Partner has surely developed valuable relationships over the years and will be most reluctant to do anything that might jeopardize those relationships. Be specific as to what will happen when your Referral Partner gives you a referral. A simple, step-by-step process that shows how you will represent yourself (and your Referral Partner) will provide assurance that the potential customer will be treated with respect and dignity.
Next, discuss the specific actions you want from your Referral Partner. Do you want them to call the potential customer? What do you want them to say? Would you prefer they arrange a three-way appointment? Often, people want to give you referrals, but don't know exactly what to do or how to do it. Train them; coach them; help them get clear on what's expected of them.
Once you get a referral, be sure to show your appreciation. Behavior that is recognized tends to be repeated. You can show your appreciation in many creative ways. Showing your appreciation is not only the polite thing to do; it is also a smart way to encourage more referrals.
What about referrals to new referral sources? By using the same process, you have the opportunity to develop new Referral Partners. This is a great way to dramatically increase your business without the time and effort of cold calling and cold prospecting.
Bottom line; developing and implementing an effective referral strategy can produce a steady stream of new business for years to come. You can achieve your professional goals faster and easier through effectively targeting referrals. Start today. Got referrals?
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Client Comments Speak Louder Than You Do top
Testimonials can convince a new potential client to believe in you, more effectively than you making your own claims of excellence. This is no secret. However, there are a few trade secrets you may be interested to learn regarding collecting and making the best use of client testimonials. Turning satisfied customers into your marketers takes a little planning and effort.
How-To’s for Gathering Solid Testimonials
Timing is everything:
Soliciting customer feedback should take place at a positive time in your interaction with your client. At the close of a successful phone call or upon delivery of great results, ask the client if there is anything further they need. If they express that they are very satisfied with their service level, show them enthusiasm immediately, and tell them you would love to use their positive comments in your marketing outreach to other clients. Follow up right away with an e-mail containing their comment and requesting a confirmation for permission to share their comment.
Provide convenient follow-up tools:
If you have tickets or other materials to deliver to a client, also include an easy response form soliciting their comments. If delivering printed materials in the mail, include a self-addressed, stamped postcard with preprinted spaces requesting feedback. Include a check box confirming your permission to share the feedback with other clients. If delivering information via e-mail, include the same type of response mechanism in a faxback form, or electronic form.
Actively elicit comments through a customer survey:
Incorporate a survey into your client communications about what they expect form their travel agent services. If you already have a website or a newsletter for your clients and potential clients, post your survey question each month. Make the survey tool simple to respond to, and include a question about what they like most about using a travel agent. You may end up with a strong testimonial within their responses.
Get permission to quote:
Be sure and get a person’s permission to use their name in your marketing outreach before using it in print or on a website.
Editing and using testimonials effectively:
Once you have collected a testimonial, you may need to shorten it or paraphrase the text to be effective in a quick-read format such as on a website or in a flyer. Think about examples you’ve seen in movie advertisements – an effective testimonial can be as brief as one or two great adjectives, or just a phrase. Be careful to only remove excess comments and not rewrite comments without someone’s permission.
Who is quoted means as much as the quote itself:
Identify your testimonial quotes with more than a person’s name. To convey that you provide services to a variety of clients, include a phrase about who these testimonials are from. For example quoting a compliment from John Smith is not as informative as quoting a compliment from John Smith, Event Planner for ABD Corporation. Even identifying your various testimonials by the person’s city and state, and by the type of trip they took will illustrate the variety of clientele you have serviced successfully.
Solid testimonials can build trust in a depersonalized market where your clients may find you online, and never even meet you in person. Putting real people’s names out there with their comments tells your audience - "People have used my services, and liked it!" In particular, you are telling potential new clients, "You may not have heard of me, but look at all this proof that I’ve been successful.” |
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The 10-Second Brag™ and How to Use it To Get More top Customers
by Cathy Stucker, IdeaLady.com
When you meet someone, you have only a few seconds to get their attention and make a strong impression. The 10-Second Brag™ can do that for you. We were all taught that it is not polite to talk about ourselves; however, it is important to express clearly and concisely what you do for your customers. The Brag is a short, to-the-point statement of:
WHO you are, WHAT you do, WHO you do it for, and HOW they benefit.
Most of us talk in feature language. We talk about our titles and experience, or the equipment we use, or the tasks we perform. Customers don't care about any of that. They care about what's in it for them. When you talk about what you do for your customers -- the problems you solve, how you make their lives better -- you are using benefit language.
Where, when and how can you use your Brag? Use it when you meet someone new, to introduce yourself at a networking meeting, while standing in line at the post office, when your mother asks what you do, on your business card, in brochures and ads, in press releases, on the telephone, when you talk to the press . . . any time you want to communicate your message in just a few words.
The Brag is your mission statement and you can use it to promote yourself, your business, or a specific product or service.
If you are looking for a job, think about how a Brag could help you make a good impression when networking and looking for new client leads. Show potential clients how you can solve their problems, and you will get the job.
Developing Your Brag
As you start thinking about how to communicate your message with a Brag, keep these two questions in mind:
Who is your audience?
What is their greatest need?
You can't tell everything in the Brag, so don't try to squeeze too many ideas in. The point is to get your most important message across. If you do that well, the people you want to do business with will ask for more.
Use strong, active words. Hone your Brag until you get the most information into the fewest words. Write it down, and practice, practice, practice. Stand in front of the mirror, and practice saying your Brag as if you were shaking hands with someone and introducing yourself. You should know your Brag so well that if someone were to nudge you awake in the middle of the night and ask what you do, you would respond with your Brag!
Have fun with your Brag. Change it now and then to keep it fresh. (You should never sound as though you are reading it, or rattling off something you memorized but don't mean.) |
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Three Ways to Get Listed in Google top
by Michael Wong
In this article I show you three ways to get listed in Google, including one method that is virtually guaranteed to work.
I'm constantly surprised by what I find when dealing with search engine optimization clients.
One of those "surprises" is coming across sites that aren't listed by Google, even though they have been live for many months. For most Web sites, Google refers more traffic than any other search engine. So it's imperative that your site is indexed in Google.
There are three simple methods to getting listed in Google, but only one of these is guaranteed... well almost.
1. Submit Direct To Google
The first method is to submit your web site via Google's free submit your site form. Just submit your home page and Google's crawler, Googlebot, will crawl the rest.
However, Google do not add all submitted URLs to their index, and there is no guarantee as to when, or if, your site will be indexed.
2. Get Linked From A Site That Google Crawls
The second method is to get a site that Google already crawls to link to your site. So when Google recrawls the web site, it will find the link to your site and crawl and index it as well.
This is Google's preferred method of finding sites to index. To get another site to link to yours, simply look for a site that links to your competitors and ask them to link to yours. You may have to offer a link back to their site in exchange. You may like to read my link popularity article, "How To Quickly Improve Your Link Popularity." In this article I show you how to find link exchange partners.
3. Submit Your Site To The Yahoo! Directory & The Open Directory Project Index
The third method is to submit your web site to the Yahoo! Directory and/or Open Directory Project index, which is owned by Netscape. As far as I know, this is the only guaranteed method of getting into the Google index. Google has agreements with Yahoo! and Netscape to include the sites indexed in their directories in the Google index. So submit your site to either, or both (recommended), of these directories.
For more information, visit Yahoo!'s How to Suggest Your Site page and the Open Directory Project's How to add a site to the Open Directory page.
Once your site is included in either of these directories, it will appear in the Google index in about 4 to 8 weeks.So now you have no excuse for not getting indexed by Google.
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Daily, Weekly and Weekend Specials in Canada
From Your Friends at Thrifty Car Rental |
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Starting November 1 until November 30 2006, enjoy special rates
(in Canadian Dollars) for a Mid Size Car at these Canadian Airport locations. |
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Toronto |
Halifax |
Montreal |
Vancouver |
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Daily |
$44.00 |
$38.00 |
$40.00 |
$27.00 |
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Weekly |
$282.00 |
$188.00 |
$185.00 |
$143.00 |
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Weekend |
$18.00 |
$17.00 |
$19.00 |
$18.00 |
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Ottawa |
Calgary |
Winnipeg |
Edmonton |
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Daily |
$48.00 |
$39.00 |
$54.00 |
$46.00 |
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Weekly |
$175.00 |
$198.00 |
$168.00 |
$252.00 |
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Weekend |
$19.00 |
$18.00 |
$20.00 |
$15.00 |
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 top
It has been, and continues to be, our
responsibility to fill the earth with the light
and warmth of hospitality.
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Assisting with the Hurricane
Katrina relief effort, Hilton Family of Hotels
team members worked on a house alongside 100
volunteers at a Ladies’ Home Journal-Habitat
for Humanity-Hilton Family of Hotels build in
Slidell, Louisiana, on May 5, 2006 |
and their
families in the United States, Canada, the United Kingdom
and Australia.
The Hilton Family also regularly assists,
among others, the American and International Red Cross,
AIDS Walk Los Angeles, City of Hope Cancer Center, the
National Gardening Association and the National Coalition
for the Homeless.
WHAT’S IN IT FOR ME?
Being hospitable not only feels good — it can be good
for you too, according to the U.S. Administration on
Aging. Studies done at the University of Michigan, Bowling
Green State University and elsewhere suggest that older
people who volunteer appear to lower their risk for
heart disease, diabetes and other cardiovascular diseases.
Other benefits that researchers have identified include
improved memory and reduced heartburn, headaches, colds
and insomnia. One study concluded that "helper’s high"
reduced stress and released endorphins, the body’s natural
painkillers, much as exercise does (with less sweat!).
And perhaps the best part about being hospitable
is that it doesn’t require any special equipment, new
clothes or even much time. Whether it’s picking up a
piece of litter, writing a thank-you note to a mentor
or holding the door open for a stranger, endless opportunities
present themselves, with benefits for both you and others.
As Mark Twain put it, "The best way to cheer yourself
up is to try to cheer somebody else up." Why not give
it a try?
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Conrad Hilton, Founder
The Hilton Family of Hotels |
Over 50 years ago Conrad Hilton envisioned a world where
hospitality would build bridges between people and even
nations, and believed that consideration, civility and
respect should be given unconditionally. To him, hospitality
was a powerful universal language easily understood
by people in every corner of the globe.
And while
Mr. Hilton’s entrance into the world of hospitality
began with Hilton Hotels, his legacy and "be hospitable"
philosophy now reach millions of guests worldwide every
year through the distinct hotel brands that comprise
the Hilton Family of Hotels: Hilton®, Conrad®, Doubletree®,
Embassy Suites Hotels®, Hampton Inn®, Hilton Garden
Inn®, Hilton Grand Vacations ClubTM, Homewood Suites
by Hilton® and The Waldorf-Astoria CollectionTM.
To extend the philosophy even further, this year,
the Hilton Family Giving Back Program (www.hiltonfamily.com/givingback)
was created to increase philanthropic support for a
number of nonprofit charitable organizations through
event sponsorships, direct donations and through the
Hilton Family’s guest reward program, Hilton HHonors®.
HHonors members can contribute to a number of charities
the points they earn from stays at any of more than
2,800 Hilton Family hotels in more than 80 countries
worldwide.
SPOTLIGHT ON GIVING
The Hilton Family of Hotels reaches out in a number
of ways, from building homes in post-Katrina New Orleans
to donating trees and helping renovate historical and
cultural landmarks on America’s highways. As a sponsor
of the U.S. Olympic and Paralympic Teams, the Hilton
Family offers direct support to help Olympic teams with
travel expenses, hospitality benefits and its Team USATM
Advantage program, which provides discounted room rates
not just to elite athletes but to their families and
friends, staff and officials.
The Hilton Family of Hotels shows its commitment
to well-being by supporting the Arthritis Foundation,
which offers assistance and research dollars to the
70 million-plus Americans living with arthritis, and
Embassy Suites Hotels has a long-standing relationship
with the Starlight Starbright Children's Foundation,
which is dedicated to improving the lives of
seriously ill children |
Special Advertorial |
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Where's Your Hot Button?
top
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 This month’s Hot Tip is how to program a hot button. Your agency can save all the agents time and effort by programming CCRA preferred (negotiated) rate code formats into a Hot Button. For any GDS you prefer to use, you’ll never have to look up code instructions again.
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CCRA GDS Booking Instructions
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- To access CCRA preferred (negotiated) rates for hotel partners through your GDS, use the CCRA booking formats below.
- The CD number, if required, is usually attached to the CCRA rate access code and will be entered automatically in the PNR. Some hotels may require a CD number to be entered manually.
- Note that GDS chain codes can vary by hotel, and by the GDS system used.
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GDS Booking Formats
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GDS
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Sample Booking Format
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AMADEUS
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HALAX21MAY-1/SR-CCR
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APOLLO
To View Index
For Inside Avail.
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HOA21MAY-1NTLAX CCRA
HOILAX CCRA
HOC(line#)
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SABRE
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HOTLAX#CCR/21MAY-1NT1
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WORLDSPAN
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HLLAX14MAY16MAY1/A/PC-CCR
HA3(line#)
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Why Use the CCRA Format?
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- CCRA offers the largest consolidation of preferred rates for hotel partners worldwide.
- CCRA hotels commit that they will not offer a lower rate on their own websites.
- CCRA hotel partners value consortia business. If the hotel has upgrades, they usually go to consortium clients.
- CCRA hotels are always last room availability. As long as there is availability in the GDS and it’s a CCRA Hotel, you’ll have a room
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1,000 Free air miles per night.
You just got yourself a great deal,
As you like it.
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Fiesta Americana Hotels and Resorts
always offer you a great deal. That’s
because every time you book accommodations,
at any of our hotels, and mention promotion
code PROMOFR004 your
clients automatically earn great rewards
for their next stay. |
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About The Author: Michael Wong is the editor of GoDefy.com - the world's first