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The Travel Blog



A Brilliant Marketing Idea from Zappos.com

Travel businesses: go where your customers are

As a travel copywriter, I’m always looking for inspiration when I travel, which is quite often.

Last week I was in the security line at La Guardia when I noticed the advertising inside the bins where you put your shoes.

Yes, none other than online shoe giant, Zappos.com. Brilliant! Tens of thousands of people are taking off their shoes every day, and putting them in a bin advertising shoes at the precise moment they realize they need new shoes.

“Place shoes here. Buy shoes here. Zappos.com”

Think it’s working?

It has to be. Apparently I’m late to notice. A quick online search shows that they’ve been doing this for years.

What’s the lesson? Three takeaways:

1. Do the unexpected (as long as you do it where your customers are.)

Maybe it’s a creative video marketing campaign like Toyota’s “Swagger Wagon” video for the Sienna. Or an email marketing campaign that combines romance and storytelling a la J. Peterman. Whatever you do, add a dash of panache.

2. Don’t rest on your laurels. Think big.

Zappos.com is already the largest online shoe retailer in the world. They probably don’t need to advertise in the security bins at airports. But this online giant is constantly thinking of offbeat and offline ways to continue their domination. You should, too.

3. If it strikes a chord, you’ll get both raving fans and hate mail.

One look at the Zappos.com customer service blog shows that a lot of people don’t like that Zappos.com is supporting TSA with their ad spending. But it’s also hitting people right when it’s top of the mind, when they’re taking their shoes off.

My suggestion? Be bold and don’t let the haters bother you.

Travel marketing and copywriting expertise

Let’s say you don’t have an in-house marketing department with a copywriter on staff, and you don’t want to pour out the big bucks for Zappos.com-style or Toyota-type ad agencies. Here’s the next best thing: a freelance travel copywriter who gets inside the mind of your customers, crafts profit-boosting sales messages, and keeps your travel marketing fresh and productive.

I’d love to talk about the possibilities. Take your shoes off and call me toll-free at 1-888-207-4916.

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About Steve Roller

Steve Roller started Web Content Copywriting to help you maximize your web content and get more customers.

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