This page contains a Flash digital edition of a book.
ALL ABOUT YOU — BUSINESS ADVICE


MOVERS & SHAKERS


Holiday Extras has appointed Carly James as partnerships development manager. James has worked in the


industry for 11 years and held roles at Going Places, Thomas Cook, Thomson and First Choice. Her most recent job was as business development manager at BP Travel Marketing.


The Canadian Tourism Commis- sion has appointed Adam Hanmer as trade manager for the UK. Hanmer, who starts in his new role on February 10, previously worked as account director, sales and marketing, for Four BGB. Other companies he has worked for include Tourism Tasmania and a scuba diving tour operation.


Leanne Coddington has been appointed chief executive of Tourism and Events Queensland. She had been acting


chief executive since October.


Insurance company UK General has recruited Stella Jones as travel director to develop its travel insurance business. Jones was formerly head of sales for travel at Collinson Insurance Group, formerly Europ Assistance, where she began her career.


What is the most important thing you have to do as a business owner?


It’s a simple question with a simple answer: get and keep customers.


All the other things you do day


to day are important, but without a steady stream of money coming in, you don’t have a business – you have an expensive hobby. Sounds obvious? Yes, it is, but ask


yourself this: how much time have you put aside today to solely focus on getting and keeping customers – or, as it’s better known, marketing? The good news is


there are loads of easy and cheap ways of taking control of your business’s future. Here, marketer Paul Chapman offers some tips:


Name your price agent but you


can through better marketing. If your thoughts are only ever trapped in the day-to-day work, you can never really grow your


HOW TO MARKET YOUR


Running a business means you get to choose when you work, who for and how much you charge. Whether you charge your time at £30 or £300 per hour, a universal truth is there are always people happy to pay either.


BUSINESS Lots of people will pay more if you offer them a


premium service – busy people love their holidays but don’t have the time to book it all. They will happily pay a bit extra for your guidance. Some love it cheap and cheerful – they don’t want to pay more and won’t need any extra service. The key point is there is money at either end of the market but the offering – not just the price – needs to be “right” for whoever you choose to target.


Think like a marketer


This is not just about doing more marketing, you have to think differently. The reality is you can’t significantly grow your business by being better at being a travel


56 • travelweekly.co.uk — 23 January 2014 Advice from Paul Chapman business. Make time


If you don’t make specific time available to focus solely on your marketing, it won’t get done. It doesn’t need to be an onerous task. Just put some time aside first thing in the morning – 60 to 90 minutes is ideal – with no phone, no email and no distractions. Spend time on


your marketing and you will be amazed at what you can achieve. Do this three or four times a week and you can


change your business for ever. Show your most important asset some love


owner, The 5-15 Marketing Company the5-15.co.uk


Your most important asset is not you, it’s not your staff and it’s not really your customers – it’s your database. That is, your list of current and previous customers and anyone who has enquired about a holiday. All these people know you better than someone they have never spoken to before, which puts you in the better position to take money from them, and for them to be happy about it. But, importantly, you have to keep in touch with them. Finally, remember, doing something rather than nothing will always get better results – it doesn’t need to be perfect!


MIND YOUR OWN BUSINESS!


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92