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Develop An Ideas File


Say it’s time to plan next fiscal year’s marketing campaign. Typically you might start by reviewing your current marketing plans. Maybe current marketing is working. But do you need new promotions to meet projected sales goals? If you keep your eyes open, potential marketing ideas are everywhere. But to take advantage of the variety of ideas it is helpful to consistently plan for the future.

A favorite way to plan future marketing campaigns is formal brainstorming session or staff retreat. Of course many in our industry are a staff of one, so brainstorm with yourself. Beyond deliberate planning efforts, maintaining an ideas file can help generate new promotions.

It is easy to start an ideas file. Every time you get a notion jot it down and drop it in your ideas file. When it come times for that new budget, pull out the file. Sort the ideas into three piles such a priority 1, 2 and 3 based on which ideas will generate business. Use these ideas to help plan your new marketing campaign. Here are a few ways to add to your ideas file.

We are members of Western Reserve Tourist Council. Every meeting and newsletter may contain ideas that might work for you. By taking advantage of the WRTC Mentoring Program, members can bounce ideas off a volunteer. Scan the self-help table to learn about other WRTC member programs or ask a table companion during lunch.

Don’t be afraid to check out the competition. How do other attractions, hotels, restaurants, and visitor bureaus promote themselves? Scan their web pages, look at magazine ads and articles. Don’t throw out that a competitors supposed junk mail, see if there are ideas you might use. Some associations have sections on their web page dedicated to marketing.

Don’t forget your existing clients. They may be a great source of new ideas. When do they book, when do they visit, what do you sell them? Call some long-time clients and ask if there is anything you can do to generate more business from those clients. Exit surveys may also provide ideas.

Going to a marketplace like Heartland Travel Showcase? Collect profile sheets from a variety of organizations for two reasons: new marketing ideas and improving your own profile sheet. Use appointments and networking to talk with tour operators and other suppliers.

Do you work for a restaurant or hotel with multiple locations or a management group? Pick the brain of fellow sales reps. Organize mutual one-time, quarterly or annual brainstorming sessions. Could you marketing as a group rather than individual properties?

These are a few suggestions for developing an ideas file. Start an your own ideas file and add to it often. When the boss asks for new ideas, your ideas file can really help. For future sales success get in the “ideas” habit today.