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Love Travel. Live Travel.

Love Travel. Live Travel.

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Love Travel. Live Travel.

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  1. Love Travel. Live Travel.

  2. Program overview & enrollment how-to Love Travel. Live Travel.

  3. Contents • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  4. Training Overview • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  5. Training Overview Who should listen to this training? What is this training about? What will I learn in this training? We think every IC, both new and experienced, can learn something from this training! Travel Leaders Franchise Group has a new suite of marketing tools including Agent Profiler and IC InteGREAT. These tools can help ICs find more clients and better engage the clients they have! • What the new marketing tools are and how they work • Why we think they’re pretty slick… • How to sign up and get started Love Travel. Live Travel.

  6. Background • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  7. Background Marketing can be daunting… Love Travel. Live Travel.

  8. Background Originally… Immediately after OTA explosion… Now… …and the way our clients plan their travel keeps changing • Every agent had a storefront • Everyone needed an agent for ticketing and reserving travel • Generations of travelers booked their own air, hotel and car online • There was an explosion of information online • A significant proportion of agencies folded • The Travel Agent value proposition was questioned • Savvy travelers recognize where OTAs can fall short • BUT, they have not ever used a TA (or haven’t used one in years) so don’t know where to find us • They start looking for us where everyone begins a search nowadays… google! Love Travel. Live Travel.

  9. Background Online search data tells us: 95% of travelers begin their trip research online 42% of search queries for travel agents include their area of residence – they are looking for local agents! • Top interests queried (in order): • All-inclusive • Cruises • Family vacations • Honeymoons • Adventure • Couples Love Travel. Live Travel.

  10. Background Use this information to your advantage to get in front of new clients: Example search: • Meet your clients where they start looking for you – online! • Travel Leaders’ new suite of tools is designed to engage customers looking online AND provide you with targeted customer marketing tools to maintain a customized conversation going with them • You maintain control of how your personal brand is presented, and what communications goes to your clients • Travel Leaders has seen 25x growth in organic search traffic to individual travel agent’s profile pages since changing their focus from product (e.g., $999 to Mexico) to agent Google search Six of the front page results are Travel Leaders agents with targeted, online agent profile pages! Love Travel. Live Travel.

  11. InteGREAT program • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  12. InteGREAT program • What you get (sorry for the small font, there’s a lot!): • Award-winning marketing opportunities proactively presented to you that drive new business and always feature your name, logo and direct contact information. • Dozens of professionally designed Direct Mail campaigns to choose from throughout the year, sent to only those customers you select. • Weekly consumer email campaigns at your complete control. • Web pages customized to you. • Search engine discoverable personal profile page. • Access to inspiring consumer travel magazines. • Social media marketing tools. • Capability to manage your client list in a secure, confidential and easy-to-use environment unlike any other in the industry. • Professionally organized Sales and Destination training sessions to keep you informed • Access to proprietary Travel Leaders online resources for one-stop network information. • Ability to use the Travel Leaders brand name in marketing communications and on business cards. • Invitation to the annual Travel Leaders National Meeting • Access to Travel Leaders familiarization trips and hosted-cruise opportunities. • Opportunity to join invitation-only trade events and industry meetings around the globe. • A supply of professionally designed Travel Leaders business cards highlighting your logo and contact information. • Weekly business emails with the most current special offers InteGREAT is an exclusive program created by Travel Leaders to enable more customized search and marketing communication Love Travel. Live Travel.

  13. InteGREAT program Key components of IC InteGREAT for you to know about today: 1 Agent Profiler 2 InteGREAT Campaigns Love Travel. Live Travel.

  14. InteGREAT program Agent Profiler: What is it? Why use it? • A customized travel agent profile page • Fully searchable online • SEO work done by Travel Leaders tech geniuses (this means your page ranks higher in google search results!) • It’s a great way for in-market leads (that means clients who are actively looking for an agent like you!) to find you • It’s probably better search engine optimized than your own website! What makes you special! Destination expertise, languages, certifications and awards Your picture Your location Your phone & email Your header and bio Your social media links Love Travel. Live Travel.

  15. InteGREAT program Keys to a top-notch Agent Profile: 1. Be thorough! It won’t post unless you have every element filled out… and having a robust profile helps convey how amazing and qualified you are. (p.s. use a great photo of yourself!) 2. Don’t try to know everything – convey what YOU do best and try to be as simple and clear as possible in explaining what that is 3. Think search keywords – part of the reason this page is set up is for people searching online to find you! So think about what keyword searches you would WANT to return your name. 4. Be consistent – the crawlers that scan websites and feed into the algorithms that Google uses have a logic – the higher up and more often a word appears, the higher up in the search results you appear. So use the words that make up your specialty in destinations, text, certifications, etc! You are your brand. So be consistent! Love Travel. Live Travel.

  16. InteGREAT program InteGREAT Campaigns: What is it? Why use it? • An online tool where you can upload your client list as well as select and order direct marketing materials on an a la carte basis • Client lists are ONLY used by you, not corporate or Travel Quest • Travel Leaders will scrub your list to make sure all addresses are correct and complete, and even slot your clients into demographic segments based on age, income, family size, etc., to make it easier to target your marketing • High quality marketing pieces made easy!! • Co-branded with YOUR logo and contact info • Demographic scrubbing done by Travel Leaders will suggest which campaigns make sense for which clients – so it won’t recommend budget trips to luxury clients or vice versa • Even though the tool will suggest which clients to send a piece to, YOU can override which pieces to send and which clients will get them Love Travel. Live Travel.

  17. InteGREAT program Examples of marketing pieces you could send: Luxury magazine (available in InteGREAT second half of 2014) Travel trends magazine with personalized letter inside from you Postcards featuring suppliers and/or offers with your logo and contact info Love Travel. Live Travel. Pieces featuring spotlight destinations and/or key travel occasions

  18. InteGREAT program Other great client-facing marketing options with IC InteGREAT: Email campaigns Free hosted email and business cards Landing pages coming soon Opportunity to sign select clients up to receive e-mails on your behalf – you opt in or out of each email campaign E-mails are created by Travel Leaders and feature preferred destinations and suppliers as well as exclusive offers ICs receive 500 free co-branded business cards when joining IC InteGREAT Travel Leaders will soon offer free hosted IC emails (for example, jdoe@travelleaders.com) to further professionalize your business Landing page promotions alongside your profile, contact info and call to action Love Travel. Live Travel.

  19. InteGREAT program What is the cost of these programs? Today Starting January 2014* Things to consider • Signing up for Agent Profiler is FREE • Joining IC InteGREAT is FREE • Uploading your customer list to have it scrubbed by Travel Leaders is FREE • Starting Jan 2014, there will be a one-time $60 fee to join IC InteGREAT • Agent Profiler will still be FREE • Participation in InteGREAT is $17.50/month (this is set by Travel Leaders, not Travel Quest) • Marketing pieces are ordered a la carte, with an estimated range of $0.50 to $1.35/piece or $0.05/email • This is a business expense, so save your invoices for tax time! (talk to your accountant for more information) • There will be exclusive Travel Quest supplier incentives and opportunities for you to have your monthly fees and direct mail costs covered – so stay tuned to the TQarc to watch for the details of these promotions! *Note: If you sign up now while it’s free, we will contact you prior to Jan 1 to verify if you want to continue your participation before any fees are assessed. So no risk to joining now to try it!!! Love Travel. Live Travel.

  20. Agent Profiler Enrollment • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  21. Agent Profiler Enrollment Step 1: From Mercavia, click the ‘Agent Profiler’ Quick Link in the upper right hand corner Love Travel. Live Travel.

  22. Agent Profiler Enrollment Step 2: Select your interests and specialties. Each time you select a specialty you’ll be asked to provide a brief description to validate why you are a specialist in that area. Once you’ve selected all desired special interests, click Save Changes at the bottom of the page. Love Travel. Live Travel.

  23. Agent Profiler Enrollment Step 3: Select your supplier specialties. Each time you select a specialty you’ll be asked to provide a brief description to validate why you are a specialist in that area. Once you’ve selected all desired supplier specialties, click Save Changes at the bottom of the page. Love Travel. Live Travel.

  24. Agent Profiler Enrollment Step 4: Select your regional specialties. Please only use the regional specialty section if you have completed a regional certification course. Once you’ve selected all desired regional specialties, click Save Changes at the bottom of the page. Love Travel. Live Travel.

  25. Agent Profiler Enrollment Step 5: Select your destination specialties. Each time you select a specialty you’ll be asked to provide a brief description to validate why you are a specialist in that area. Once you’ve selected all desired destination specialties, click Save Changes at the bottom of the page. Love Travel. Live Travel.

  26. Agent Profiler Enrollment Step 6: Complete your expert bio to tell your story! Tips: You have the opportunity to populate this page with photos, your bio, social media links, featured destinations, specialties and more! All of this detail will help the consumer create that human connection we all know they’re seeking when looking for help planning a vacation. Complete the Title field with your title. Some examples are; Travel Agent, Travel Specialist, Destination Wedding Specialist etc. Use the bio teaser as a brief introduction for yourself. The full bio is where you will tell your complete story. Another key feature of the expert bio page is the Featured Destinations and Specialties. You’ll remember a moment ago selecting your Special Interest and Destination Specialties. You’ll see that what you selected in those areas has been transferred to the Featured Specialty and Destination section of the bio page where you’ll now be able to select up to your top five favorites in each category. Love Travel. Live Travel.

  27. Agent Profiler Enrollment Step 7: To upload your profile image click browse, find the image to upload and select the image. Once the image is selected, it will be automatically resized if needed. The expert bio page contains other supplemental information opportunities. Please complete those sections as you see fit. Love Travel. Live Travel.

  28. Agent Profiler Enrollment You’re done! As long as the information you have entered is complete, we will approve your Agent Profile and it will go live. A few things to note: It can take several weeks for google crawlers to pick up your new profile webpage, so you can’t go into google the day after it’s live and see yourself show up on the front page of results. The more current you keep your profile the better! Consider updating your title and bio content with recent trip reviews, or changing your favorite destinations to match what current promotions are out there. Love Travel. Live Travel.

  29. IC InteGREAT Enrollment • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  30. IC InteGREAT Enrollment Step 1: In Mercavia, open Agent Profiler and click on My Profile > Contact Info Love Travel. Live Travel.

  31. IC InteGREAT Enrollment Step 2: Click on the IC InteGREAT Participant checkbox Check this box Love Travel. Live Travel.

  32. IC InteGREAT Enrollment Step 3: Accept the terms of use Brand Usage Agreement • Note: Host agency must approve. Love Travel. Live Travel.

  33. IC InteGREAT Enrollment Step 4: Ensure this information is correct and save changes (Agency location will show as Travel Quest’s location in Albertville on this screen) Love Travel. Live Travel.

  34. IC InteGREAT Enrollment Step 5: Add YOUR agency’s address (not Travel Quest!) and select the programs you might want to participate in going forward. You’re set! Email box • Note: It can take up to a week to see IC InteGREAT links and functionality in Mercavia after enrollment. • Check with TQ for the most complete set of Seller of Travel numbers. Love Travel. Live Travel.

  35. Custom marketing • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  36. Custom marketing Step 1: From Mercavia, click the ‘InteGREAT Campaigns’ Quick Link in the upper right hand corner Love Travel. Live Travel.

  37. Custom marketing Step 2: Click on ‘Client List Management’ on the left-hand navigation Love Travel. Live Travel.

  38. Custom marketing Step 3: Upload your customer list for scrubbing and demographic segmentation • Multiple file types are supported • Agents with Client Base Online will have to export to .csv and then import (for now) • Sample formats are provided Love Travel. Live Travel.

  39. Custom marketing Step 4: Assign mail preferences (in other words, luxury, direct mail opt out, email opt out) if that is relevant • Assign mail preferences. • Browse and upload file. Love Travel. Live Travel.

  40. Custom marketing Step 5: You should see confirmation of a successful upload; after this you can view/correct errors and save the list • Valid records will be uploaded. • Invalid records will be set aside for review and correction. Love Travel. Live Travel.

  41. Custom marketing Quick tip: After you have uploaded most of your list, there is an easy way to add a couple of clients at time without uploading your entire list again. Just go to ‘Client List Management ‘ > ‘Add Client’ (This also saves time because you don’t have your entire list ‘re-scrubbed’ and unavailable for use for a couple of weeks, only the new names you added.) Love Travel. Live Travel.

  42. Custom marketing Important notes and tips • Each uploaded file REPLACES previous uploaded files – so if you have clients to add, re-upload your entire list, not just the additional clients. • Keep and update a master list for using in the customer list upload tool. • Any customer marked “Y” in the direct mail or e-mail Opt-Out columns will be excluded from any of your marketing of that type • If the opt out field is left blank, that customer will be considered for receiving direct mail pieces AND emails. • You can click ‘Y’ for the luxury column to ensure certain clients are always considered for luxury supplier pieces and campaigns (and not for budget suppliers) • ‘Client List Management’ on the left navigation will show you your last client list, as well as any clients from your list with now-invalid postal addresses or who are deceased Love Travel. Live Travel.

  43. Order Custom marketing • Training Overview • Background (a.k.a. why we need a program like this!) • InteGREAT enterprise program components • How to enroll in Agent Profiler • How to enroll in IC InteGREAT • How to use InteGREAT custom marketing campaigns • How to order marketing campaign materials in IC InteGREAT • How to set up e-mail campaigns in IC InteGREAT Love Travel. Live Travel.

  44. Order Custom marketing Step 1: From the InteGREAT Campaigns homepage, you will see a list of mailers/emails available for you to select from, as well as the ‘order by’ date NOTE: Campaigns will not start to appear until ~2 weeks AFTER you enroll if you are just starting out Love Travel. Live Travel.

  45. Order Custom marketing Step 2: Click ‘view’ under Promotion Details to open up a file that will give you full information regarding the promotion Love Travel. Live Travel.

  46. Order Custom marketing Step 3: Click ‘order’ to select and begin customizing a piece! It will show you how many clients ‘matched’ the ideal demographic profile for this offer. If you say “I Will Select” recipients, the next screen will show you which clients were pre-selected from your list based on their demographic information; within this list you can select additional customers or de-select any pre-selected clients. You can also see each person’s mail history if you want to check out what pieces you have sent them in the past through InteGREAT campaigns. Click “Save & Continue” when you are done editing. Love Travel. Live Travel.

  47. Order Custom marketing Step 4: View and confirm pricing You will have an opportunity to see the cost for the number of clients you have selected, as well as order extra copies for your office in bulk at a reduced rate. All totals will be indicated on this screen for you to view BEFORE you place your order. Click ‘Save & Continue’ to keep going… Love Travel. Live Travel.

  48. Order Custom marketing Step 5: Confirm Return Address This should be YOUR agency name, city, state zip and phone number as an IC, not ours as Travel Quest. You can enter an email address and/or website if you like as well! Note: A street address is not required, for those of you who work from home and would prefer not to have a street address sent to your clients. Click ‘Save & Continue’ to keep going… Love Travel. Live Travel.

  49. Custom marketing Step 6: Customize the message that will appear on the piece, and double check that the agency name and phone are correct. You will have a chance to review how the piece looks before you finalize your order!! Be sure you include the CA seller of travel info; if you entered it when you registered it should pre-populate. Love Travel. Live Travel.

  50. Order Custom marketing Step 7: Review your order! Click ‘Edit’ if you need to adjust anything. Click ‘View Personalized Mailer’ to see what the mailer will look like with your return address, call-to-action information, etc. before approving your order. Hit ‘Approve Order’ to finalize; this will take you to a payment screen where you will enter credit card information to pay for the piece; payment is handled directly through InteGREAT and is not run through Travel Quest. Love Travel. Live Travel.