Consumed With The World

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” –Howard Luck Gossage

The traditional consumer decision process is an amazing guide for marketers. It displays a prime understanding of consumers and how they interact with companies. Understanding the basics will put you on the right track to marketing to travelers.

1. Problem recognition. This is when the consumer realizes they need something. For example, someone realizes they need a getaway vacation because work has been far too stressful.

2. Search Process. This is when they consider alternatives. They might browse the internet or ask people what countries they recommend traveling to.

3. Evaluating alternatives. This is when the customer weighs the pros and cons of all the options.

4. Selection Stage. This is when the buyer makes their decision. They determine which vacation destination based on various factors like price, preference, or quality.

5. Evaluation of decision. This comes after they have received their "product". For example, this is when they come back from vacation and decide if it was worth it. If it is then they are likely to do it in the future.

In the past, there were very few ways that the average consumer could interact directly with the company, or give their opinion about a product to a large audience. While the original model is a one-way road of communication from the company to the consumer, this new process provides feedback to new potential customers from people who have already experienced the product. The customers have a platform as well. The way people think about companies has changed as well. In general, people are more skeptical of brands than they used to be. Because customers can ‘talk back’ there is little room for a company to hide or blatantly lie without repercussions. The internet keeps them accountable much like the press keeps the government accountable.

According to Peter Minnium, head of brand initiatives at IAB, only 4% of people believe the advertising industry acts with integrity and 52 percent distrust businesses in general. Because advertising is now a two-way street, companies need to act with integrity or else they risk their success. This is a trend that is only becoming more and more clear. People value authenticity in brands, and if they find one that does appear authentic, then they will become very loyal to that brand. However, for the most part, people start with a sense of suspicion before being won over, as opposed to starting out assuming that a company has their best interest in mind.

"Because advertising is now a two-way street, companies need to act with integrity or else they risk their success."

As a travel agency, it is very important to keep all of this in mind. When advertising, be aware of three things: people value authenticity, quality, and human-like connections. Peter Minnium continues to expand on just what authenticity is when he says “Brands that improve their products and organizations in a manner consistent with the tangible and perceived value they offer consumers are taking the first step toward authenticity.”

For travel agencies, this might mean that the first step toward authenticity is listening to the voice of the people. What they like and what desire to change, and then acting on these things. You must make a noticeable effort to change the way the agency works. Perhaps many people might leave reviews along the lines of "loved the trip, but having to talk to an agent online took forever and was very tedious". This would mean changing the way calls are handled. If customers feel like they are being listened to by a brand and that their voice makes a difference, they will be much more likely to feel that that brand is trustworthy and, therefore, come back.

People also value the quality of products for an appropriate price. This goes along with authenticity. If the consumer feels they are being swindled, they are not likely to return. Brands ought to work hard to make the customer feel like they are getting their money’s worth. For a travel agency, this means figuring out ways to get your customers to the best places for the appropriate prices.

Also keep in mind that people value human-like connections. Speaking like a regular person, valuing the customer’s time, and communicating in an appropriate tone goes a long way. In a world where everyone has a voice, brands are not the god-like figures that they appeared to be in the 20th century. Brands are led by people who are no different than everyone else and people like it when brands acknowledge this.

Using humor in advertising, or being caring and compassionate during difficult times (like the current pandemic) can create a fondness in the customer’s thoughts. So remember, to advertise to a modern world, be authentic, appropriate quality, and value connection.

We have had such a wonderful time learning and talking to you all about the incredible wonders of media and communication in all different aspects of modern life, from video games to Public Relations, and we hope you have learned something about how to better your travel agencies by utilizing all of these tools! This is our last official post and we sincerely thank you for sticking with us for all of this time! Remember to smell the flowers, and take the time to SONDER!