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Borrowed interest advertising — so-named because firms “borrow” consumers’ interest in something outside the company — is a way for vacation rental companies to ride the coattails of much larger events — and is "free", whether it be the Olympics, a president’s birthday, a steep rise in gas prices, a local “happening” in your area, or a newly published article appearing elsewhere. I like reading the great travel articles in Forbes.com and always see the "hook" that Savvy Vacation Rental Managers can deftly apply to communicate their message, and "borrow" the pro or con to capture the interest of their target vacation shopper. Here are a few from Forbes published since May of 2009:
Ten Trips On A Tank Of Gas America's Most Polluted Beaches America's Best National Parks Obama Went To Ghana. Should You? America's Best Bargain Vacations Chill With A Cerveza By The Coup Best American Towns To Visit By Car America's Prettiest Road Trips America's Hidden Travel Gems How To Forage For Springtime Food While the borrowed interest tactic may seem clever, some marketing experts feel it is a recipe for mediocrity. I agree! When every other company is “borrowing” from the same interest in a particular event, how can you expect to differentiate your firm?
A jewelry store, for example, shouldn’t expect killer profits on February 14 without a Valentine’s day promotion in line with all the other jewelers’ campaigns. So while borrowed interest ads can and do provide a boost, they should NOT form the backbone of your advertising strategy. But they do have their place - when used appropriately and when no one else is using them in your market area. That's why I like Forbes.com articles - because they are not the typical "fodder" for the typical Vacation Rental Manager and can make you stand out if "borrowed" in a subtle and useful way! Looking for ideas to book more vacation rental shoppers and stand out online? Call 1-800-941-0868 x 934 or email: joel@bookt.com and we'll talk "borrowed interest" and how this can be applied to your Vacation Rentals utilizing the free tools within the Bookt Platform. Here is some borrowed interest that you can take advantage of because of FVRMA! Offer good whether FVRMA Member or not. There has never been a better time to borrow and Get Bookt!
Posted by Joel Fellman on 9/8/2009 0 Comments