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Target Tours

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Target Tours caters primarily to individuals aged 60 to 72, who value comfort and seek hassle-free, immersive, and memorable travels curated just for them.

Audience Type

  • B2C
  • Retirees (or near-retirement), financially secure, active and social, frequent travelers

Needs – Primary Buying Considerations

  • Simplicity in booking and logistics
  • Safety and a feeling of being cared for
  • Impressive, all-inclusive experiences with a touch of local culture
  • Trust and value for the price paid

Demographics

  • Age Range: 60-72
  • Gender: Not specified
  • Geography: Atlantic Canada (urban centers + surrounding communities)
  • Income Level: Financially secure individuals valuing comfort
  • Profession: Retirees (or near-retirement)

Psychographics

  • Lifestyle: Active, social, travel annually
  • What they value: Simplified travels, safety, immersion in local culture, feeling of belonging
  • Pain Points: Planning travel logistics and safety concerns
  • Buying Behavior: Prefers all-inclusive and simple booking processes
  • Decision-Making Roles: Direct buyers

2. My Message to My Target Audience

Refined Elevator Pitch

  • Target Tours simplifies travel for 60 plus travellers by handling all the intricate details of group vacations, so they can enjoy an atmosphere of relaxation and create unforgettable memories.

Understanding Their Pain Points

  • Difficulty managing logistics of travel plans
  • Tendency to miss unique experiences due to lack of local knowledge
  • Fear of not getting their money's worth

Transformation

  • Seamless travel experience without stressing on planning
  • Cultural immersion with meaningful, off-the-beaten-path moments
  • Feelings of safety and being part of a trustworthy, caring family

Unique Selling Proposition (USP)

  • Bespoke travel experiences not found on regular tours
  • Complete travel packages handled by experienced Tour Hosts
  • Unforgettable journey through 'Moments that Matter' that ensure value for money

Brand Values & One-Liners

  • 'Travel simplified, memories amplified - that's the Target Tours way.'
  • 'Our journeys aren't just holidays - they're experiences of a lifetime.'<br/>
  • 'Target Tours - because we believe in traveling with a personal touch.'

Tone

  • Target Tours communicates reassurance, warmth and empathy appealing to the mature traveller. Clients should feel safe, cared for, and connected every step of the way.

Hero Text Idea

  • Flag Text: 'Award-Winning Canadian Holiday Planner'
  • Main Headline: 'Turn your travel dreams into unforgettable journeys with Target Tours.'
  • Sub Headline: 'Immerse in unique cultural experiences handled by expert tour hosts. Just pack your bags, we'll handle the rest.'
  • CTA: 'Book Your Dream Vacation Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using WordPress for the website as it's flexible and cost-effective
  • Track conversations such as tour booking form submissions and calls
  • Optimize for both desktop and mobile as the audience is comfortable with both

Social Media

  • Focus on Facebook for targeting 60+ demographics with curated travel imagery and testimonials
  • Post 2-3 times per week, including behind-the-scenes content, testimonials, and tour previews

Paid Advertising

  • Continue Facebook ads targeting Atlantic Canada retirees
  • Try Google Ads, target keywords related to group vacations and senior travel

Content Recommendations

  • Tips for senior travelers, safety guides, and travel journals
  • Highlight 'Moments that Matter' in blog posts

Podcasts

  • Consider launching a 'Travel Tales by Target Tours' podcast
  • Approach 'The Senior Living Podcast' for guest opportunities

Directories

  • List the business on Canadian travel directories like YellowPages Canada, CanadaOne

Publications

  • Explore advertorials in 'Zoomer Magazine' & 'Canadian Traveler'

Partnerships & Outreach

  • Partner with like-minded businesses like senior living communities, hobby clubs
  • Engage with seniors' events for outreach

SEO and Content

  • Focus SEO strategy on seniors' travel and group tours keywords

Offline and Local Media

  • Continue newspaper and radio ads
  • Sponsor local seniors' events, do direct mailing to their residences

Online Events

  • Host webinars about upcoming tours

Online Networking

  • Engage in senior-focused online forums such as Canadian Senior Years, the Facebook group 'Canada Seniors'

Cold Outreach

  • Email outreach highlighting tours and sharing testimonials to potential customers
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '10 Unique Group Vacation Ideas for Seniors'.
  • 'The Stress-Free Travel Guide for 60 Plusers'.
  • 'Your Complete Carry-on Packing Guide for Hassle-Free Travel'.

Tripwire Offer

  • Curated digital travel journal for a discounted price.
  • Early access to new tour itineraries.
  • Exclusive webinar on 'Preparing for Your Group Vacation'.

Welcome Sequence

  • Welcome email with a personal message from the CEO.
  • Follow-up email introducing the team, tour hosts and highlighting customer testimonials.
  • Content-rich emails providing travel tips and guidelines.

Segmentation

  • Tag leads based on tour preference (domestic/international).
  • Categorise leads by readiness to book (inquiries/respondents to tripwire offers).
  • Segment based on lead source (Facebook, Google Ads, Direct Mail, etc).

Chatbot and Automation

  • Implement chatbot on the site for immediate inquiries.
  • Automate email responses to common questions (booking process, tour details).
  • Use a CRM system to automate follow-ups for unbooked leads.

2. My Lead Nurturing System

Marketing CRM

  • Continue using the the current CRM for maintaining client information and understanding client lifecycles
  • Implement automation for follow-ups and client engagement

Sales CRM

  • A platform like HubSpot CRM would serve well for tracking and managing the sales pipeline
  • Automate the process for handing off leads from marketing to sales

Automated Follow-Ups

  • Automate post-opt-in emails, thanking prospects for their interest
  • Trigger a series once a prospect shows interest in a tour
  • Send reminders for abandoned cart scenarios and follow up again after 3-7 days

Newsletter

  • Send a bi-monthly newsletter highlighting important updates, new tours, and experiences
  • Featured 'tour of the month' and special offers
  • Be sure to segment based on interest e.g. domestic or international trips

Retargeting & Ads

  • Continue using Facebook Ads targeting the core demographics
  • Leverage Google Ads for keywords related to group vacations and senior travel

Social Media and Content

  • Format the content as 'story telling' narratives
  • Consistency in posting 3 times a week
  • Focus on Facebook primarily, but also consider expanding to Instagram

Webinars and Events

  • Host a monthly webinar highlighting various tour destinations
  • Participate in local events or fairs targeting the senior community

Other Nurture Channels

  • Use WhatsApp, especially while clients are on tour for direct communication
  • Implement a chatbot on the website for immediate responses to basic queries

3. Sales Conversion Strategy

Sales Process

  • Adopt CRM to track and manage customer interactions
  • Train staff to use CRM to maintain customer engagement and follow-up
  • Introduce pre-booking consultation calls with tour hosts to address queries

Sales Assets

  • Develop SOP for sales process covering booking, confirmation, follow-ups, and query handling
  • Create pitch deck showcasing the unique cultural experiences and Moments that Matter
  • Design proposals tailored to customer preferences

Testimonials and Case Studies

  • Encourage satisfied customers to provide testimonials via post-tour feedback forms
  • Display testimonials prominently on the website, booking forms, and social media
  • Develop case studies from unique travel experiences to demonstrate the value proposition

Conversion Rate Insights

  • Implement sales funnel tracking within CRM to obtain conversion metrics
  • Set an initial target to improve conversion rate by 20%
  • Regularly review conversion metrics and tweak strategies as needed

Urgency and Offers

  • Introduce early bird discounts for bookings made in advance
  • Announce limited spots available for each tour to create scarcity
  • Offer special promotions for significant local events or festivals

Guarantees and Risk Reversal

  • Provide refund policy for cancellations due to unforeseen circumstances
  • Assimilate travel insurance in tour package to ensure trust and security

Shock and Awe

  • Send pre-tour welcome letter and travel journal to create a personal touch
  • Host pre-tour zoom call with the tour group to instill confidence
  • Close with a post-tour surprise gift as a token of gratitude and to elevate customer satisfaction
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome kit consisting of personalized travel essentials upon booking confirmation.
  • Organize a virtual Meet &amp; Greet session with the Tour Host prior to the trip.

Communication Cadence

  • Regular email updates with trip countdowns, travel tips, destination trivia, and important reminders.
  • WhatsApp group with Tour Host and fellow travelers for real-time assistance and bonding.

Client Education

  • Destination guides containing cultural tips, local phrases, and customary practices.
  • Virtual pre-trip briefings covering itinerary highlights, safety guidelines, and packing recommendations.

Personalized Touches

  • Curated 'Moments that Matter' surprises during the trip explicitly tailored to the group’s interests.
  • Special celebrations for birthdays or anniversaries occurring during the vacation.

Visuals and Documentation

  • Create a digital travel journal capturing memorable group moments during the tour.
  • Post-trip photo compilation and detailed trip recap sent to all travelers.

Feedback and Proactive Support

  • Mid-trip check-in from the home office ensuring satisfaction and offering assistance.
  • Post-trip feedback survey with incentives for completion.

Guarantee or Promise

  • 'Travel Made Easy' promise ensuring a hassle-free experience with complete support.
  • Offer a resolution process for any issues arising during the travel. Opt for service recovery methods if necessary.

Operational Excellence

  • Punctual itinerary executions and clear, timely communication from Tour Host.
  • Uphold high appearance and hygiene standards for all employees interacting with travelers.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted future bookings as part of initial purchase to encourage immediate repeat commitments

Upsells & Cross-Sells

  • Introduce a premium package with additional exclusive experiences or higher comfort accommodations
  • Offer travel insurance upsell with each package sold

Bundling & Packaging

  • Create location-specific bundles catering to the common interest of your target audience

Loyalty & Retention Programs

  • Implement a loyalty points program, where points are earned per trip and can be redeemed for discounts or free services

Custom Services and Personalization

  • Add personalized travel itinerary options for a premium fee

Pricing Strategy

  • Offer discounts for advanced booking of future trips during an ongoing trip

Customer Data and Insights

  • Use CRM to track customer preferences and personalize trip suggestions
  • Analyze customer data to identify popular locations/experiences and use those insights to develop new packages or improve existing ones

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Distribute personalized referral codes offering discounts for both the referrer and referee in future trips.
  • Provide extra service or experience package for successful referrals.

Shareable Assets

  • Design refer a friend e-cards with unique, shareable code.
  • Circulate an email blast with pre-made referral messages and social media posts.

Timing and Triggers

  • Initiate a referral conversation post-trip, while memories and experiences are still fresh.
  • Automate sending emails requesting referrals one week after completion of the tour.

Client Success Stories

  • Collect and share testimonials in video and written form, inspiring customers to refer.
  • Leverage positive reviews on tour marketing materials.

Referral Contests

  • Organize successful referral contests where top referrers are given premium gifts or exclusive discounts.

Partner or Affiliate Programs

  • Collaborate with lifestyle influencers or travel bloggers who share the target audience.
  • Offer affiliate marketing programs to partners with unique tracking codes and earn a commission.

Thank-You Experience

  • Send personalized thank-you notes or surprise gifts to high-performing referrers.
  • Acknowledge top referrers publicly on social platforms, newsletters, and forums.

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