p52-53 know safaribride sep12 8/9/08 16:17 Page 52
knowledge safari bride
ttglive.com
Agents prize an
More suppliers are running competitions and incentives that make entrants go the distance
– as Katie Culver, winner of the Safari Bride competition, did. Olivia Hemmings reports
C
ompetitions and incentives are The competition was run in TTG and
“Agents had to put
key marketing tools for suppliers dreamed up by Somak Holidays, Mantis
looking to raise agents’ awareness Collection, South African Airways and
together a business
of their product. South African Tourism.
plan to be in with a
But the ultimate aim is for the suppliers Louisa Marshall, at Mantis Collection,
to see a jump in sales – and that’s why an says the objective of the competition was
chance of winning”
increasing number are urging agents to put to increase business for all the suppliers
in some real work in order to bag a top prize. involved by “capturing agents’ imagination”, Surrey who scooped the fabulous prize,
One example is the recent Safari Bride being innovative and encouraging entrants agrees that she knows a lot more about the
competition, where agents had to put to analyse the products in more detail. sponsors since entering the competition.
together a detailed business and marketing “We didn’t just want agents to read the “As soon as I got involved I was running
plan in order to be in with a chance of brochure; we wanted to take it to the next through their brochures to see what they
winning an incredible prize – a wedding or level to get more out of it,” she explains. were doing and what they offered,” she says.
renewal of vows ceremony in South Africa. Katie Culver, the agent from Castaways in “I didn’t know Somak very well or do a lot
with them previously. I knew Mantis a lot
better but I was still checking their website
KATIE CULVER, SENIOR TRAVEL CONSULTANT, CASTAWAYS. in case I was asked a tie-breaker question in
the final!”
Why she wanted a safari wedding: I got advertising panels that we’ll have up on the Despite her knowledge of the latter, Katie
engaged in 2000 to my childhood sweetheart, day. admits that there was still more to learn.
Simon, but we didn’t have enough money In the office we have floor-to-ceiling w “I wasn’t aware of the Last Word boutique
for a wedding, Then we had two children – indow displays, we can hotels that Mantis offers. I also discovered
and even less money – and the wedding got run special promo- that the Shamwari Game Reserve allows
put on the back burner. tions in leaflet drops children aged four to go on safari, whereas
and send out the minimum age is usually six years at
Katie’s marketing proposals email shots to most other places. This is a huge selling
As well as editorial coverage, I’m looking at clients. It’s a point for me because a lot of my clients are
giving talks to local women’s groups, such very close-knit families. Likewise, I didn’t know Somak put
as the WI and the Women’s Guild, about community so we together weddings and offered a wedding
weddings and honeymoons. can work with co-ordinator,” she says.
Golf is also popular in South Africa so I’m local restaurants Indeed, all three finalists agree that their
planning to link up with the local golf club and promote knowledge levels and confidence to sell the
and give a presentation. their offers in products have improved as a result of all the
We might also do a direct mail to our our shop research they undertook for the competition.
client base for a themed event that will while in While travel counsellor James Horsfield ad-
enable guests to experience South Africa, return mits he’s discovered new destinations offered
perhaps with a round of golf followed by a they dis- by Somak, Julia Brown from Hays says she’s
barbecue and South African wine. I’d hope play our currently drawing up itineraries for a client
that the competition sponsors would be able leaflets. wanting a two-week honeymoon, and she’s
to join us to talk about the destination and encouraging them to opt for South Africa.
answer any questions. “The work involved in the competition
We’re also organising a wedding fair at gave me hours of fun looking at destinations
the moment where I’ll have the opportunity and making me think how I could take
to suggest South Africa as a destination and business forward,” says Julia. “It really
promote the sponsors’ products on made me think outside the box.”
52 12.09.2008
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