The Traveling Olive and Live Like a Goddess: Marketing Proposal

By: Emma Bergeron

 Purpose:

The Live Like a Goddess Brand and the newly founded Traveling Olive travel experience

brand are looking to increase visibility to potential clients. This proposal analyzes best marketing

strategies for small tourism agencies, personal branding for bloggers and agents, podcast

creation, and social media influencer campaigns specifically within travel. This proposal

examines inexpensive ways to advertise a online, how to self-brand oneself to reach a target

audience, and how to conduct a social media influencer campaign.

 Marketing and Advertising Online

In this market, the overall strategy is to generate maximize sales at the lowest cost to a

travel agency (54). In the Tourism and Hospitality Management Journal (2013) a study was

published that revealed best practices in conjunction with cheapest cost to the company. The

study revealed that marketing communication methods must be tailored to the specific segment

of travelers the agency hopes to target. To understand how these agency’s effectively market

Carissa Gulyas, a travel advisor affiliated with Largay Travel speaks to leveraging her unique

skills to help her customers like no one else can. While Gulyas is partnered with Largay Travel,

she still needs to market her own brand personally to get customers. She prides herself on

delivering the best service to everyone so that she will have repeat customers and great referrals.

She follows up with a phone call a few days after the trip, and tries to keep in touch monthly

with repeating customers to build real relationships. While networking is key to success in the

tourism field, Gulyas mentions (from personal experience) that advertising online is the second

best way to get one’s name out there. Becoming an affiliate with a larger travel agency increased

her pool of customers because the company has more money to market on a grander scale. While

boutique travel agencies (or independent agents) have less funds to begin marketing, there is

several free and inexpensive ways to increase brand visibility.

Search Engine Optimization:

Website owners increase visibility through the utilization of search engine optimization

(SEO). Each search engine has a unique algorithm that aims to show the best websites first that

match what a consumer is searching for. Alex Chris (2018) revealed several free ways to get

more visibility on search engines like Google. Having different descriptive page titles for every
click increases visibility when consumers keyword search, just because a home page does not

have the correct jargon that the consumer types in, does not mean that the whole website does

not. Meta-tags are tags in the header section of a website that are in code that help define what

content is on a web page (Computerhope.com, 2017). When writing a mega tag the web builder

should keep in mind not to repeat words that are already in the title, and use descriptive words

that can advertise the page to reach the correct audience. Each separate page within a website

should have differing mega tags to optimize engagement. Navigating websites can also be

difficult so enabling the use of breadcrumbs can streamline the process. Breadcrumbs are “a set

of links at the top of the page that aid in navigation” (Chris, 2018). Often, consumers get

frustrated if they cannot find the information they require right away and move on to another

site, this way there is more clarity of each web page’s function. In the same vein, internal links

that redirect to other pages within the website increase a website’s SEO because it can link older

articles to newer ones, creating more potential tracking from the search engine—increasing the

amount of times one’s website could appear in a google search. Finally, getting other people to

link to your website increases search engine exposure. This could mean getting other like minded

websites, blogger etc. to hyperlink an article you wrote or an ad on their website, or getting on all

other free social media channels like Facebook, Instagram, Twitter, and Tumblr.

Advertising on Facebook and Instagram:

According to Facebook Business (2018) 1.6 billion people worldwide are connected to a

small business Facebook page or group. Facebook is unique because they let the ad creator chose

how much money they are willing to spend. When creating an ad on Facebook, the user has the

opportunity to tailor the ad and the audience in certain ways to get the most visibility to the
correct audience. The more the advertiser curates their pinpoint audience the more money the

creator can expect to pay. Facebook lets you decide your objective of the ad, that can be an

increase in sales and brand awareness, or just more clicks to the brand’s website. Ad creators can

also select their target demographic based off of age, gender, location, interests, and behaviors.

Creators can also chose the timeframe the ad runs and where to run the ad (through Facebook,

Instagram, Messenger, or all of them).

The one caveat in marketing on Facebook is that once the creator finishes, the ad is sent

to the Ad Auction. Here, Facebook considers the advertiser bid, ad quality and relevance, and

estimated action rates (McLeod, 2017). Blue Corona Measurable Marketing Solutions averaged

in 2017 that Facebook Ads cost .27 cents per click (CPC). Facebook warns that budget should be

less of a focus than the ROI (return on investment). Pinpoint specific demographics and where to

market might cost more initially, but the exposure will be worth it for the most economic

opportunity. For building the Traveling Olive brand, having an advertisement of a beautiful

photo of Cyprus with the tagline of “Culinary Cultural Immersion—Trip of a Lifetime”

advertised towards 40+ year olds who already follow travel, Greek, or foodie pages and have

clicked on travel experiences sites in the past could really increase traffic.

While Facebook is owned by Instagram, advertising on Instagram only recently started

engaging in paid advertisements. The emphasis instead has been on curators developing brand

awareness and attracting followers to their page. Social media influencer Lauryn Evarts (2018)

reveals how she maximizes her visibility through understanding Instagram’s specific algorithm.

Only 10% of a post is initially seen by someone’s followers, if the engagement (likes, comments,

shares) from that small selection of followers is positive, then Instagram will keep moving that

photo to the top of other follower’s feed. Interacting with other like accounts thoughtfully
correlates well for exposure. Instagram recently updated their algorithm so that comments less

than five words do not count as “real engagement.” When commenting, Evarts suggest asking

questions that create a conversation, and ask these questions within the first hour of that post to

increase the post exposure possible. Another way to advertise to the correct demographic is to

use distinct and specific Hashtags. It can either be in the caption or the first comment posted on

the photo. Following hashtags is a new way for Instagram users to customize their experience

online. (Evarts, 2018). For example if a user loves the Mediterranean diet and follows that

hashtag, making sure to use that hashtag in your own posts (only if applicable of course) could

aid in the user stumbling upon your page.

How to Post a Podcast

Beginning podcasters often focus so much on the creation and content of a podcast that

once it is completed, they have no idea what to do with it. A common misconception is that

podcasters just upload their podcast to iTunes; however, that is not the case at all. To upload a

podcast anywhere, the podcast needs a RSS (Really Simple Syndication) feed. A podcaster

podcast RSS feed through a Media Host. A Media Host is a type of website that specialize in

hosting media files. (McLean, 2018). Websites like Buzzsprout, Transistor, and Podbean are just

a few podcast hosting sites that hold the file and make it possible for podcasters to either post

their podcast to their personal website they already have or the media host site can submit the

files to multiple directories to list the podcast. (McLean, 2018).

Apple Podcasts is the most used podcast directory in the world according to Podcast

Insight (2019). In order to upload a podcast to iTunes the only thing needed is an Apple ID.

These following steps are Blubrry Podcast Community:

  Sign into iTunes Podcast Connect
 Click the at the top left of the iTunes Connect dashboard.
 Enter your RSS feed into the provided text box and then click the “Validate”

button.
 A Feed Preview will load if you do not have any validation errors. Please take a

moment and review your podcast artwork, description, general information (e.g.

description, categories, etc), and episodes. Please see the validation errors section

if you have any problems validating your podcast feed.

 If everything within the Feed Preview is correct, click the “Submit” button.

I suggest the Travelling Olive Podcast use the hosting media site of Buzzsprout, and begin on

Apple Podcasts because this site is free for uploading because the Traveling Olive brand has its

own new website. Posting it on the website will move traffic towards the site as well.

Self-Branding

Kristen Korey Pike, a travel advisor who was voted into the Top 35 under 30 travel

agents by Travel Agent Magazine shared with Forbes magazine (Fitzsimmons, 2012) the ways to

succeed in this evolving industry. Pike states: “It is essential that we communicate our value to

the consumer” meaning, that the client must trust in their advisor that the experience they are

receiving is unique and tailored to their specific desires. It is important to “separate authentic

travel” from tourism in branding this type of niche travel. Understanding the key difference

between booking through a travel agent versus an online booking engine needs to be illustrated

through all marketing tools the client interacts with. The creator of Milk and Honey Travels

wrote that it all comes down to “Personal touch.” Brianna emphasizes on her blog that every trip

she plans she becomes personally invested in the customers, and cares how every aspect of the
trip will turn out. She advertises a “stress-free experience of a lifetime” (Glenn, 2018).

Differentiating the customization and relational aspect of a travel agent or boutique travel

experience is key to increasing booking and growing a brand.

To promote this authentic travel, in the beginning of creating the brand an agent needs to

have a “little black book of potential business.” This career like most, is centralized around

networking and who you know. Trips will begin with friends and family, and those first client

testimonials will lead to referrals and brand exposure. This niche field has many players, and

how one self-promotes is paramount when building up this black book. Developing a reputation

through intentional construction of one’s authentic self can develop trusting relationships that

become “economic opportunities” (Whitmer, 2019, p. 92). Fashion Blogger, Elizabeth Morrow

preaches that self-branding is a process of self-exploration and self-discovery. Using oneself as a

source of material value in order to make a profit only works if the consumer can see

authenticity: Each person has some unique and valuable quality and in order to successfully self-

brand to the public; however that authentic self must me marketable too. (Banet-Weiser, 2012.,

Duffy 2017, Markwick., 2014).

As a travel advisor, claiming one’s specialization is key. Before any type of advertising, a

benefits based core message must be established. What can the travel agent provide that is

unique? Whether it is finding clients the best sunset yoga on the island, or creating a “tour like a

local” guide specifically for the customer, find a field that is special is stick to it.

Affluent customers do not need bookers, they want expertise in a certain field. The

conversation with clients should not be about the suppliers or specifics of a certain activity—

clients will realize they can book that themselves (Hill, 2017). Become an expert in a specific

part of the world, or a specific trip (whether that be honeymoons, family vacations) to be the
most informed and valuable travel agent possible. (Hill, 2017). Once these core competencies are

achieved, visual branding is next. Often, independent travel advisors do not have the money to

either affiliate with a large travel agency for advertising and brand exposure, so it is even more

critical that one’s visual branding is superb. If there is a place to spend a small budget, do it on

hiring a professional in the ad space. Having a unified color scheme, slogan, and ample clarity in

the designs released to the public will set apart one’s brand from the rest. (Lant, 2017).

Interview with Travel Agent

Briana Glenn has been an independent travel agent for four years, building her luxury travel

brand largely by herself through social media and other free advertising. Brianna uses no paid

advertisements, she only uses her personal blog (Milk and Honey) and Instagram to promote her

services. Glenn plans trips in destinations all over the world, with her clients being mostly her

age in their early thirties. She markets herself to clients through not only planning the entire trip,

but explaining exactly what to pack, what to wear when, were to bring cash or card—every little

thing one can think of. Glenn expresses that her biggest challenge is doing all of this work

independently because she has to wear so many different hats: It is much more than just planning

the trip. She is in charge of all of her personal admin work, and marketing to stay up to date on

specific trends. As an independent advisor, Glenn expresses it is important to say no to clients

that do not align with one’s niche market. This is “not a mini Expedia and we must be the right

fit.”

Once Glenn finds the client she acts as the merchant. She either takes a client card information

directly and uses it as she moves along or send direct invoices to her clients as a whole pay then

works with it. While she does not give repeat customers discounts she does let her repeat client
use her services for a full year without pay after the first booking. To keep her relationships with

clients, she sends out an email blast bi-monthly. This is just a newsletter to stay inside of her

customers inbox telling them about what she and the business has been up to. She does not try to

sell another trip through these blasts.

Social Media Influencer Campaigns

The current social media climate dictates American’s thoughts, behaviors, and

consumption. The Pew Research Center in their 2018 annual report revealed that 88% of 18-29

year olds in the United States use some form of social media, 78% of 30-49 year olds, 64% of

50-64 year olds, and finally 37% use some form of social media over the age of 65. With such

control, it is inevitable that all successful brands, organizations, and celebrities (in any

compacity) must be active on these platforms. When deciding what social media platform to use,

Pew Research’s study revealed that most people are using more than one platform. “Three-

quarter of both Twitter and Snapchat user also indicate that they use Instagram. The future is

within these platforms, it is projected that “digital advertising spending will surpass that of

television” for the first time in the year 2020. (Digital Ad, 2016). With social media’s growing

influence, companies must learn the most effectively strategize ways to advertise their brand and

products.

The advertising route that has proven effective is influencer marketing. This form of

marketing focuses on a specific person(s) who has influence over potential clients through a

large social media following or expertise in the product or brand being sold. Influencer

marketing campaigns have been prove to increase sales. “A joint research study found that

influencer marketing has the ability to trigger 11 times more return on investment that other

forms of traditional advertising annually” (Woods, 2016). This can be as simple as the influencer
tagging the brand in a post on Instagram, Going on Facebook or Instagram Live at a specific

venue, or a blogger adding it to their “places to be” or “favorite things right now” post can

dramatically increase visibility for a brand.

Investing in influencer marketing is so appealing because it is measurable. A client can

see the number of interactions a post gets by how many people view and share it. Nielson

Research even revealed that “influencer content provides 88% better brand recognition than

traditional branded content” (Rodriguez, 2018). A digital ethnography on the 20 most famous

successful travel influencers via Instagram was conducted to understand how they interact with

their followers. Their Instagram stories included hyperlinks in the post so users could swipe up

and either go to a blog or a website to purchase something. Hashtags were also implemented to

either illustrate that something was an ad (Example: #ad, #sponsored) followed by more

information on the tourism agency they were using or other travel related information. By

interlinking consumers and travel agencies or organizations through these platforms the potential

client is getting fast tracked to that travel site and all of its social media. (Baruah, 2017). These

influencers have changed vacations because they travel for leisure and paid work. It does not go

unnoticed that in this partnership the influencers must remain true to their own personal brand

and niche they have created through paid advertising. Whether it is a food blogger or adventure

seeker, each photo and post must serve the agency the influencer, and the consumers. If the

influencers authenticity is questioned through what they are promoting, it will diminish their

credibility and the product(s), organization etc.

How does a growing company begin to plan a marketing influencer campaign for their niche

travel agency?

1. Do your Homework
 There is a common misconception that the more followers an influencer has, the more

influence they have. However, relevancy is more important than reach when it comes to

boutique branding (Rodriquez, 2018). An influencer who can effectively show 50 people the

offering is valuable and worth taking action to research more about and eventually purchase,

is much more lucrative to a company then 1,000 unengaged consumers glazing over it. For

an effective campaign the influencer’s audience must be relevant to what one trying to

advertise, and loyal to their influencer.

There are several influencer campaign tools that specialize in fitting the right influencers

with the correct brand (Onalytica, and Geopiq to just name a few) or the agency can use their

own research from scouring social media and blogs. Begin by following the social media

accounts of the influencer and research who they already promote to ensure that the partnership

makes sense for both parties. Start engaging with their content so when the formal reach out

beings it will not be a surprise.

2. Reaching Out

While most agencies are reaching out to several influencers, it is imperative to

personalize the direct message. Begin with speaking about your personal brand, why what you

do is valuable and can be of value to them. Then, explain why their niche and yours align so well

—compliment a specific post that made you have to reach out. From there, clearly state the offer

and what is expected of the influencer. Provide dates and instructions so expectations are clear

(Zheng, 2018). The direct message must pique their interest and be clear in how this could

benefit them and their audience.

3. Create Measurable Goals and Evaluate

 Having every goal laid out creates less room for error. Goals in this specific field should

be how much you plan to spend on what and when, a timeline of dates for the campaign to take

place, and what visible improvements can be measured by using this this influencer. Whether it

using actual sales as a measurement, or just improvement in the brands following and visibility

—designating these goals will create a better understanding if the brand reached their desired

goals or not.

Conclusion

In order to build brand visibility, Live Like a Goddess and the Traveling Olive need to

utilize cheap advertising through all social media platforms like Facebook and Instagram.

Through engaging with the right audience and using search engine optimization hacks, these

brands can expect to have an increase in client engagement. Having social media influencers

sponsor the brands will increase attention quickly—but it is vital that the influencer chosen

embodies the two brands values. Breaking into such a niche field requires a lot of self-branding.

A new website with the podcast uploads will attract first time travelers, but creating a cohesive

blog, website, and social media presence will create the right buzz around these growing brands.

Emphasizing the unique experience that these two brands offer is key in the future success of

Live Like a Goddess and the Traveling Olive.

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