Building A Solid Brand
Most people will have noticed the changes in the Thomson Holiday’s branding this week, namely as their new name and logo “TUI”, reinventing themselves as a remainder of the travel and tourism market. Even though this change has been apparent for a while, they have only just formally announced it on recent advertising campaigns, such as with television ads that saw their BrandIndex score go from 2 to 25 in terms of brand awareness. With this rebranding comes a new message of “U”, the customer, being at the centre of the whole process when booking an individual or family adventure. So, what was the positioning for this new brand? Making sure that they’re still very much a part of one of the largest sectors of the consumer market which, based on the value of tourism to the UK alone, attracts approximately £121 billion every year. Due to the amount of online travel portals customers can go to such as Booking.com, Expedia and more, people are now able to build the holiday or expedition of their dreams. Re-branding in such a way as this, to meet the consumer’s needs, can bring life to any business being overshadowed by competitors.
Marketing Your New Brand
A key to building this brand further is of course the marketing. With 60% of their bookings coming from the online market, capturing emails and other information about their potential customers is important for email, telephone and direct mail campaigns to be successful. With this type of consumer data and profiling, there couldn’t be a better approach to promote discounts, offers, enticements for referrals and continue the strength of the brand’s name as a top, package holiday provider. It also means that they strengthen their place as being a company that gives a whole experience, rather than leaving their customers with an unfinished product: not everyone has the time or patience to book flights, hotel rooms and other transport separately and it could be a daunting task to some consumers, especially if they are no au fait with the process.
If you’re re-inventing your company’s brand, then you might be interested in purchasing consumer or business data, in order to expand the reach of people who get to know about your exciting changes.
A Brand Available To Your Customers
Once you have this information about your customers, you can get to know even more about them by creating online and offline surveys via your email marketing lists. The average consumer will have a few areas of interest outside of the day-to-day norm, such as hobbies and recreational activities. Even though TUIs main interest is package holidays, once they get to know more about their customer’s likes and dislikes, there will be even more opportunity for expanding their product offering. Consumer telemarketing data can help a company to generate a point of personalised information, based on individual customers wants and needs. Learning more about your prospects in such a way and by purchasing new consumer data, will help you to expand upon your marketing activities but also find out what people really want – growing your business and customer base for the future.
Starting With Email Marketing
There are many ways to increase traffic to your website, raise brand awareness so that more people hear about you and generate new customers to increase upon your current customer base but one will always be head and shoulders above the rest: email marketing.
With its low cost, low maintenance and effective return, email marketing could be the only thing that you ever do to market your business. Although some businesses and consumers still see it as spam, for the rest of us it is an informative and speedy way to get your message across and ensure that your brand is represented. Having the best business data or consumer data to hand can make this a stress-free process.
Tips For Email Marketing Campaigns
So, what makes for a great campaign – one that delivers your message, has all the bell and whistles in its design and ultimately, gets you new customers? Well, these are some of the things to look at, here are a few more:
- Use A Good Platform – before you even start your email campaigns, make sure that you have the best email marketing platform to hand. You will want to see all the stats from your campaign to see if it’s been truly effective for you and if it has, you’ll want to access those details instantly so that your sales team can jump on the call!
- Remember The Data – you may have a good database, even if small but if your email marketing lists are not cleansed or not giving you a return now, then you will need to purchase more. Don’t forget, with many businesses choosing to start up every year, you want to make sure you’ve got their information so that they can see what you have to offer too – don’t be invisible.
- Is It Your Email Compliant? – sending emails is always going to attract some un-subscribers, however no one will complain if they can easily “opt-out” of your list, so be sure to give them that option and make it easy for them to do it. If it is not obvious as to where they can opt-out, you may have a complaint on your hands.
- Get The Customer Involved – as obvious as it might sound, there are probably some companies that don’t ask the right questions and so the campaign never does as well as it should. By asking pertinent questions to your email marketing customer, you will end up with a design, list and message that they wanted. Check for errors in the text, double check the subject – is it okay for them? This way the customer feels more a part of the process and if anything goes wrong, you have done all you can for the campaign’s success.