How to increase travel brand awareness
The level of brand awareness shows how much the target audience knows about the brand.
In this article, we will not consider how to measure brand awareness. You can learn more about quantitative brand awareness measures on HubSpot. On this page, we share tips on how you can increase your travel brand awareness through affiliate marketing.
Does affiliate marketing provide free brand mentions?
With the help of affiliate marketing, you will get mentions for your brand on partner websites and other platforms.
Project owners with a travel audience, such as bloggers, YouTubers, and other partners, are interested in advertising relevant goods or services, as they receive income from each sale. In an affiliate program, remuneration is paid to partners for sales or other actions made by their audiences.
In affiliate marketing, you get mentions, but don’t pay for them directly. You only pay for the actual results that those mentions generate, such as sales or bookings.
Therefore, mentions are not free, as partners are motivated to mention the services of a particular provider based on a commission on the sale. As part of such a partnership, you also get actual results, such as clicks, sales, or other actions, as well as mentions of your brand.
Benefits of affiliate marketing for increasing brand awareness
Newsbreaks and reprints of materials mentioning your brand are all possible options, but unlikely, in affiliate marketing.
With affiliate marketing, you can receive native brand mentions from affiliates (influencers, content creators, and project owners with different audiences) on websites such as virginiatraveltips.com and other partners.
Important: Examples are provided to explain the principle of affiliate marketing mentions, but placement with specific partners is not guaranteed. Travelpayouts has more than 300,000 partners who independently choose brands for cooperation.
Partners integrate links and other affiliate tools into their content and mention services in the form of recommendations:
Because affiliates build direct relationships with their audience, mentions are often seen as recommendations rather than advertisements.
Another advantage of affiliate marketing is that you do not need to bear the risk that your target audience will not be on a certain website or that you will receive minimal coverage. In affiliate marketing, this risk lies with the owner of the audience.
When working with an affiliate channel, you may have a number of affiliates that place your ads without actually bringing you any results. Some partners may have a limited reach or an inappropriate audience for your specific product. Thankfully, you do not incur losses from such placements, since you do not pay anything. If the product or service does not suit the partner’s audience, then there are no paid actions and, therefore, no costs for such mentions.
To work with a specific brand, partners must accept the terms and conditions. Within the terms, you may include the rules for mentioning a brand, such as how to write the name correctly, contexts in which the brand should not be mentioned, etc. This helps you manage mentions and comply with your company’s branding policy.
How to increase the number of mentions
To increase the number of brand mentions, you need to have a developed network of partners. You need to have partners with different traffic sources, different sizes, and different audiences in order to reach out to various representatives of your target audience.
Quantity does not mean quality. You don’t simply need a lot of partners, you need active partners that will place your affiliate tools and mention your service on their traffic-generating pages.
The quantity and quality of affiliates is what sets the Travelpayouts platform apart from other affiliate marketing solutions. More than 300,000 partners are registered on the platform, which boasts various sources of travel traffic and a total daily coverage of more than five million people.
You can add your brand to the platform for free to increase your brand mentions and generate sales. Start your journey to effective affiliate marketing with a joining form.
You can spread your brand logo through the affiliate program even more if you add the logo to the affiliate tools. For example, the logo can be found in the Rentalcars search form:
You can add logos not only in widgets, but on banners as well, as most brands do.
Incorporating your logo into affiliate tools is an effective strategy, but if you offer partners tools with your logo, don’t forget to offer options without it. Affiliate channels are about sales, not ad impressions. Therefore, some partners require tools without logos. For example, in the Aviasales search form, the partner can determine for themselves whether or not to display your logo.
Partners usually leave brand logos in place, as they provide an additional element of trust for their audience. The logo of a strong brand can help partners make sales and, therefore, earn more money.
For some partners, placement without mentioning a specific supplier on the White Label model, where the product or service is promoted under the partner’s own brand, is the only suitable option. If your brand policy allows you to omit your company name, allow partners to do so and provide partners with the tools they need. This flexibility may provide you with more sales.
