Question

Topic: Advertising/PR

Advertising To People Traveling To Mexico

Posted by Anonymous on 1/20/2004 at 10:38 PM ET 125 Points
I have client who offers a product for people traveling to mexico. All of his collateral is designed and developed and now he wants to start his initial campaign. It's a start up company so he doesn't have a lot of money for advertising. He can't afford to advertise on any of the big travel websites and he obviously doesn't want to purchase billboards on every major highway going into mexico. He would like to initially go after travel agents, car rental agencies etc... so he can get them pushing his product before he starts advertising directly to the consumer. What would be a very cost effective way to accomplish getting his message out to all these travel agencies and what not? As always your advice is greatly appreciated!
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RESPONSES

  • Posted by Blaine Wilkerson on 1/20/2004 at 10:58 PM Accepted
    I suggest he offer the agencies and car rental places a percentage of profit. This is always a motivating factor.

    I have used this strategy before with an airport parking company. A client opend a travel website and needed an inexpensive way to promote his business. I arranged a deal with the parking company to put my clients flyer and a pen with his logo in the front seat of every car parked for a percentage of commission from online reservations.

    We tracked the sales using a promotional code. In your case, inventory acounting would indicate sales.

    I hope that helps!
  • Posted by ReadCopy on 1/21/2004 at 2:43 AM Accepted
    Jett and Johns advice is spot on, and it should be cost effective as he is only paying for customers that he makes money on anyway (assuming he has a good margin on his product!).

    Cost effective medium for converying the message is email (cheapest and the best if used properly), followed by letter (but you need to immediately ensure that DM looks like spam otherwise it will not be read!), can samples be sent out to these agents and car hire people ?

    Might be worth contacting the Mexican Tourist Information (is there is such a beast) and see if they will help you promote the product, as its in their best interest to see repeat visitors too.
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