Marketing Cats & Dogs
by John Dalton

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His point is well taken when you consider most agents conduct business in their office, market using traditional methods, join local organizations, and attend functions to attract new clients. They do a lot of repeat business, are given referrals by their clients, and also add some new clients as a result of their marketing. Most home-based agents are proud of the fact they are available to serve their clients when brick-and-mortar agencies are closed. But when is there time to find new clients every day?

A new breed of agent is surfacing. Their marketing approach is a little different. They believe in what Mark said, but they have taken it to a whole new level. They understand that, when they are in the office, they are serving their client base and have little or no time for marketing.

They have decided to reduce their traditional marketing cost and devote most of their marketing efforts when they are out of the office. They do not view the hours they spend outside the office as work. When they are at malls, grocery, hardware, electronic and other stores they visit as customers, they have conversations with other customers only related to travel. They are not overly aggressive, and they do not bother people.

They can’t wait – for the proper moment – to tell everyone they are professional travel agents and would love to plan their next trip. They are finding new clients every day.

I call this CATS and DOGS marketing. Let me first explain the terms.

Naturally, CATS means Conversations About Travel Stories. (CATS observe, listen, and react.)

Of course, DOGS is Delivering Other Great Stories. (DOGS get excited and mimic what they see and hear.)

The agents market CATS and DOGS before and after their office hours. They have learned that, when they are no longer thinking about the technical aspects of their job and become consumers of other services and products, they are free to start conversations with almost anyone, anywhere and at any time. These conversations are always about travel.

They never go anywhere without an ample supply of business cards. They intend to strike up as many conversations as possible that will result in the other party walking away with one of their cards. In some cases, they even obtain the potential new client’s contact.

I’m running out of my allotment of words, but that’s the basic concept of marketing CATS and DOGS. In my next article, I’ll provide you with the details so you too can increase your new client base more rapidly.

Until next month, I hope I have your curiosity.

(John Dalton is one of the travel industry’s most well-known and well-respected marketing speakers and consultants.)