The Internet allows people geographically far away to know about your existence and be interested in your proposal. If you think about it, this was impossible a few decades ago. Although it’s possible now, it’s essential to reinforce certain values that are decisive in the relationship with your client. Nowadays distance isn’t an obstacle, since marketing strategies and technology are your ally.
In B2B and B2C markets, the keys to proper marketing at origin country are:
Trust · Reputation · Information
Accessibility · Transparency · Offer
The marketing mix of a DMC which wants to sell at origin country should be focused on enhancing these values, working on certain techniques which facilitate its location and to offer content that differentiate the company from its market competition and, mainly, to create interest in the visitor.
Certainly, once our client has found us, the main value which we must convey is trust. A traveller located thousands of kilometers away, who usually doesn’t know the destination, needs to feel sure that upon his arrival they won’t find an unpleasant surprise. Therefore, our first objective is to convey trust, not to convince them our product is appropriate for them.
How do we convey trust to our client?
Website. The website is the great storefront of your DMC on the Internet. If we think of physical stores, the difference between one business and another is their ability to order their products while making them attractive and easily accessible to consumers. Simplicity should prevail on your website. Don’t use aggressive colors and shapes, large banners which appear abruptly or invasive offers. And most importantly, remember that your website is aimed at your target audience (whether is the final customer or travel agencies): design your website to meet the preferences of the buyers you want to attract!
Data. Show your contact information easily at your website, so it can be seen at a glance. Make sure you create a page where you show your tax and legal registration data. On the other hand, explain who you are, how many people form your team, how long have you been in the industry. It’s important to be transparent and show your USPs (Unique Selling Points).
References. If you have worked with travel agencies in their country, include them in your website. If your company is a B2C DMC, the multimedia content will be a great ally to convey trust. Later we will talk about it.
Opinions. You can include TrustPilot or other portals of clients’ opinions on your website. Try to use online portals that are internationally recognized, especially those portals of greater use among your target audience.
Content. You must create specific content with perseverance and patience. There’s nothing worse than visiting a website or a DMC social media and feeling that the content has been uploaded quickly and without criteria. In other words, it doesn’t provide any value to the user. When you create value content for your potential clients, it’s fundamental to focus on their needs and doubts; basically, if your intention is to attract users, your content must always be educational.
Have you defined your strategy? Do you want to attract agencies in their country or are you an agency that prefers to work with the final client?
You must consider mixing both models has some inconveniences. So if, as some of our clients, you are still in a definition phase and you haven’t decided in which audience you want to focus yet, you must be careful and create spaces aimed at each type of audience.