Word-of-mouth and social media topped the list of the most popular marketing tools for attracting new clients according to new research from The Global Travel Group.


Lending weight to the argument that traditional marketing materials are slowing, four out of five respondents in a recent survey ranked word of mouth as the tool they have had the most success with when attracting new clients, compared to web-based marketing, newsletters, community events, newspapers, telemarketing and mobile or radio advertising.

Coming in at a close second, more than two thirds of agents ranked social media tools such as Facebook and Twitter as the second most popular marketing channels with which they have attracted the most leads through since they joined the consortium.

While The Global Travel Group has long supported agents with a wide range of traditional marketing collateral which agents can then tailor with their own branding and logos in order to build their own individual business profiles, earlier this year the company unveiled its newly revitalised training scheme for new members in which social media marketing is given a starring role.

With programme content shaped directly by feedback from agents, the new academy features a dedicated ‘Benefits of Social Media’ session where agents are offered a crash course in social media and how the various channels can help drum up new business and secure new client leads.

The GTG's head of marketing, Darren Zabinski, said: “Despite a vast array of marketing tools designed to target audiences in every way, shape or form, it seems the age-old standard of word-of-mouth is still the most popular way for businesses to attract new clients, be they a fast food operator a clothing store or in The Global Travel Group’s case, travel agents. Through our revamped training academy we strive to emphasise the importance of face-to-face relationships in the travel industry and, with social channels becoming the predominant driving force behind our agents’ marketing strategy our ‘Benefits of Social Media’ session will ensure all new agents are provided with the tools they need to stay one step ahead of the competition.

“From a marketing perspective, our goal is to reduce the amount of time agents have to spend thinking about marketing so that they can focus their efforts on what they do best –helping clients to make the most of their holidays and providing them with offers that are light years ahead of our nearest competitors.”

For more information visit www.globaltravelgroup.com or call 0844-826 4567.

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