Inviting a tour operator to present at an agency client evening can be the perfect way to drive sales. A knowledgeable operator with a good range of product, combined with the right sort of clients, can be a win-win situation for all involved.
Here, Akin Koc, managing director of Anatolian Sky, offers advice on how to ensure such an event is a success.
Choose the right operator
An agent planning to host a customer evening with a tour operator should choose just one to work with to ensure the most effective promotion. Think hard about what the operator has to offer and be sure they really know their chosen destination(s).
The best events highlight local culture, history and even the country’s politics, along with the relevant tours.
Highlight specialist options
Choose an operator with a wide range of product in the chosen destination, ranging from family holidays to specialist breaks such as weddings, honeymoons, guided tours, self-drive and tailor-made options.
Market the event effectively
Window displays and emails to clients are great ways to promote your event. Advertisements in local papers and leaflet drops are also effective, and operators may share any costs incurred.
Limit guest numbers
Be wary of accepting more than 50 clients to an event. You must be able to give each customer enough attention to ensure they learn a lot and feel valued.
Pick your venue
If you can comfortably fit clients into your agency, then do so. This ensures customers find out where your agency is and reminds them of the many different services you offer. If your agency is too small, hire a function room.
Focus on the experience
Showcase the properties, beaches and cultural sites but remember customers can research these online so think about the experience. Having local food available, as well as some of the region’s wines or cocktails, means customers really get a taste of the destination.
Similarly, play local music. At Anatolian Sky we can even arrange for a traditional belly-dancing show.
Hold a raffle
Offering a prize adds excitement and is a good way to collect guests’ contact details.
After the event
Contact clients who attended and highlight offers from the featured operator. After all, these events are all about making sales.