Marketing has two goals: the retention of existing clients and the acquisition of new clients. From existing clients you achieve stability, and it is from new clients you achieve growth. When you design your marketing properly, both your new clients and existing clients first notice or are reminded of your presence, investigate your offerings, and finally enter into conversation with you about the services or products you offer. At this stage you have an actionable lead and enter into the sales cycle. The process of drawing the potential client closer and closer to you, finally resulting in an actionable lead, is sometimes referred to as the “Marketing Funnel.”
Developing and marketing a niche area of expertise is one of the best possible ways to differentiate your travel practice from the competition. As an expert in a particular theme or destination, you can quickly establish your travel agency as the only reasonable resource to which consumers should turn when considering travel in your niche venue.
Understand, the concept of adopting a niche is often misconstrued. Niche marketing is a way of helping you focus on locating new clients, not a set of restrictions on your business offerings. Niche marketing is not necessarily about gearing your entire business to a particular type of travel. It is about segmenting your marketing efforts to focus on particular groups of people, however.
Properly executed, niche marketing is a terrific way of locating and marketing to a group of potential clients in a highly effective and cost efficient manner.
One great advantage of a niche market is the way in which it helps you locate potential clients. When you are marketing “travel” to the world at large, everyone is your potential market and you lack focus. When your market is “adventure travelers”, however, you know where to find them. When your market is “golfers”, you know where to find them. Once you have located your market, it is much less costly to reach out to them as opposed to using much less efficient “shotgun” approaches.
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