Marketing should be an hourglass (not a funnel)

by Josiah Mackenzie on September 28, 2009

Business marketing blogger John Jantsch wrote why he thinks marketing should be visualized by an hourglass shape… not a funnel. Traditional sales and marketing has been explained by a funnel process: you put a lot of leads in the top, then filter them down until you make a few sales at the bottom.

But today, you should think of your sales and marketing efforts differently. It’s more like an hourglass. Yes, only a few people may ultimately buy from you, but the big difference is that your marketing efforts should never end once you have made the sale. Instead, that’s when your service strategies should kick in to deliver an excellent experience leading to word-of-mouth buzz.

Here’s my little illustration…

Creating a Blogger’s Welcome Package

by Josiah Mackenzie on July 15, 2009

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How to get bloggers to write about you

If you are serious about building your hotel’s web presence, reaching out to travel bloggers is a smart strategy. In many ways, bloggers are the journalists of this new media landscape, so you need to treat them as you would the press.