Column: Capturing qualified leads hinges on targeted marketing

11/27/2013 | Travel Research Online

Travel agents should make sure to design their marketing efforts around capturing their desired type of clients in order to gain more repeat business, Richard Earls writes. "Each marketing effort you undertake should align with your company's core mission statement. Your mission statement should inform all of your marketing and advertising. Your mission statement tells the world what the values and purpose of your travel agency are, setting the expectations of the people who approach you for assistance with their travel," Earls writes.

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