How Travel Brands Effectively Collaborate with KOLs to Maximise ROI
KOL refers to an opinion leader who has a certain influence and fan base in a certain field or industry. The cooperation between travel brands and KOL can help travel agencies, tourism attractions and hotels expand brand awareness, increase sales, and increase the number of fans, so as to achieve the purpose of brand promotion and marketing. The following are the specific steps and precautions for travel brands to cooperate with KOLs.
Determine the goals and scope of cooperation
Travel brands first need to clarify the goals and scope of cooperation with KOL, including cooperation time period, cost, content and platform, etc. In addition, travel brands need to evaluate KOL’s fan base, audience, influence, etc., and choose the appropriate KOL.
It’s not that the more fans a KOL have, the better. Cooperating with small KOLs with 10,000 to 100,000 followers has become a new trend. Although their fans are relatively small, they have great influence and can interact with the audience more frequently. 72% of buyers said that the number of fans a KOL has does not determine their trust and interaction frequency.
Although the number of fans of large KOLs is large, the cost of cooperation is also greater. For tourism brands, choosing a small KOL is more cost-effective.
Travel brands can find the right KOL on the KOL marketing platform based on audience, reach and interactivity, where you can choose “nano-level” influencers and small KOLs with 1,000 followers, or large KOLs with 100,000-1 million followers.
Finding KOLs with different experiences can attract different customer groups and can also convey the concept of tolerance and openness.
Formulate cooperation plans and programs
Travel brands need to formulate detailed cooperation plans and programs according to the cooperation goals and scope. Plans and programs should include cooperation content, promotion methods, promotional language, time points, cost budget, etc. In addition, travel brands need to communicate with KOLs to understand their promotion methods and styles in order to better formulate cooperation plans.
Carry out cooperation activities
After the cooperation plan and program are formulated, the travel brand and KOL can start to carry out cooperation activities. Activities can include posting articles, shooting travel videos, sharing travel stories, organizing travel activities, etc. During the event, the travel brand needs to provide high-quality tourism products and services and also needs to communicate and coordinate well with KOLs to ensure smooth cooperation.
Evaluate the effect of cooperation
After the cooperation activities are over, the travel brand needs to evaluate the cooperation effect. The evaluation content includes cooperation time, cost investment, cooperation content, promotion effect, number of fans, etc. According to the evaluation results, travel brands can adjust and optimize cooperation strategies to improve cooperation effects and ROI.
It should be noted that before the travel brands cooperate with KOL, both parties need to sign a contract to clarify the cooperation content, cost, time limit, rights and obligations, etc., so as to ensure that the cooperation is fair, just, legal and compliant.
In short, the cooperation between travel agencies and KOLs can help travel brands improve brand awareness, sales performance and the number of fans, and achieve marketing goals. Travel brands need to formulate appropriate cooperation plans and programs, provide high-quality tourism products and services, communicate and coordinate well with KOLs, and abide by marketing laws and regulations, etc., so as to ensure smooth cooperation. At the same time, they also need to evaluate and adjust the cooperation effect in a timely manner. Continuously optimize cooperation strategies to improve cooperation effects and ROI.
In addition to cooperation with KOLs, travel brands can also utilize UGC (User Generated Content) to promote travel products and services. UGC refers to content created and shared by users independently, including travel guides, travel photos, travel videos, etc. Travel brands can encourage users to share travel stories, photos and videos, spread and publicize through social media platforms, and attract more potential customers.
Finally, travel brands need to continuously optimize their brand image and product services to improve their competitiveness, so as to attract more KOLs and users to participate in publicity and promotion.