I often encounter a mindset that sees marketing as an expense.  I suppose from the perspective of an accountant, that is absolutely accurate. However, in reality marketing should be viewed as an investment.  Think of it this way: marketing is only expensive if it’s not working. If you made 5 dollars every time you spent two marketing dollars you would be spending money all day and be happy about it. Ideally, marketing is an investment.​

We all live within the constraints of a budget.  There are many good things to be said about marketing on a shoestring, on choosing strategies that are smart and that work.  Today, however, we are going to talk about avoiding turning our shoestrings into nooses – making mistakes with our marketing dollars that, like  bad investments, are nothing but expensive errors.

Personally, I am a fan of interesting tattoos. I know that is not necessarily a shared preference. Body art is not for everyone and please do note my preference: interesting tattoos. I have certainly been exposed, to use a phrase, to some very bad tattoos.

If you have an interest in a tattoo, I suggest you heed this bit of advice: this is no time to choose an artist based on the lowest price. You don’t want a tattoo that looks like prison art (unless, of course, you were actually in prison) and you don’t want one that looks like your six year old’s rendition of Woody Woodpecker (unless, of course, the tattoo is your six year old’s rendition of Woody Woodpecker). I could go on but I think you get my drift: this is no time to save a few dollars.

​The value of a web site for a travel agent is real. Many continue to operate without a web site and even if they have one, without due consideration for basic design and marketing principles. However, consumers expect business operators to have a web site and the real question is more often the role the website will play in the overall marketing plan of the travel agency.
An American Society of Travel Agents (ASTA) report titled on Technology & Website Usage revealed some travel professionals using a Facebook page in lieu of a website indicating a degree of confusion about the role of both a Facebook page and a website in a marketing strategy. It's worthwhile to again consider the role of a web site in marketing your travel agency.