Beth Freedman
Member since November 2009- Recession. Rinse. Repeat in
Marketing: Travel on
08/22/2011
It's summer. The only double-dip I want to be thinking about is one involving an ice cream cone and some chocolate hard shell. But right now that phrase, "double-dip," and that other word, recession,
are causing all travel marketers to take a hard look at Q4 and ask how we keep people traveling despite another dive in confidence and investment balances.
- Should You Flash? in
Marketing: Travel on
06/27/2011
Only time will tell whether the amount of a discount will matter less in a luxury environment: will it simply be the matter of there actually being a discount (not normal in luxury) or will it need to
be enough to make something previously seeming unattainable now within reach.
- Brendan The Beer Guy Gives Us Some Pointers in
Marketing: Travel on
05/23/2011
The biggest area for travel marketers to apply this learning is in e-mail marketing. Keeping customers from opting out means being frugal with our e-mail messaging. We need to learn from our
customer's past behaviors to ensure that what we send them is of interest and meaningful to them. Over-emailing will just create mass opt-outs, reducing our databases and hurting what can be one of
our most effective conversion mediums.
- When Assumptions Aren't Bad in
Marketing: Travel on
04/25/2011
The exercise is fairly simple -- take a concept, a category, or simply an idea and then list all of the assumptions about it. Then take each assumption and list the exact opposite of that assumption.
And then use those reverse assumptions to ideate.
- Winning The Promotional Game: Your Secret Weapon Is You in
Marketing: Travel on
02/28/2011
Be imaginative. Be smart. But most of all be brave. Look at what is special and unique about your brand and create promotions that give your consumer access to it. This is the new value in travel. And
it's uniquely yours.
- Measure Twice, Cut Once in
Marketing: Travel on
01/24/2011
So when do clicks really count? The Booking phase. Especially in the most down-funnel placements such as the OTAs, clicks become your greatest indicator of success because at this point it's not about
interest, it's about action -- driving people to your site to complete the sale.
- My 2011 Wish List in
Marketing: Travel on
12/27/2010
The new year is almost upon us so it seems only fitting to take a moment and think about resolutions for next year. I suppose I can't really make resolutions for us all, but I will take this time to
share a few wishes that I have for travel marketing in 2011.
- Purposeful Premium in
Marketing: Travel on
11/22/2010
Garner your share of increased travel spend in 2011.
- Effectiveness Of ECRM Depends On Execution in
Marketing: Travel on
10/25/2010
It's fourth quarter, we're all looking at the numbers we're supposed to hit by year-end, and we're putting all hands on deck to figure out how to achieve them. Based on the number of email offers I've
received in the last week, it's clear that a lot of travel marketers are turning to eCRM as a way to help bolster results.
- Institutionalizing Brand In Your Organization in
Marketing: Travel on
09/27/2010
Keeping an organization in tune and on script with the evolution of its brand and communications is critical to ensuring a consistent customer experience and an engaged workforce. All the more
important for we travel marketers, since experience is our business.