In its simplest form, marketing consists of generating new business and keeping old. Any new customer may spend money with you once, but a loyal customer provides a lifetime of business! Read the rest of this entry »

This week, TRO SMITH is paying homage to Jay Conrad Levinson’s “Guerrilla Marketing“, a manual for street-level marketing focused on achieving the maximum impact for the least capital expenditure. With the slim margins of travel consulting, guerilla marketing is particularly well suited for many travel agents. With that said, however, here is a warning about letting your marketing become a “shoestring noose.” Read the rest of this entry »