Many Australian travel operators are overlooking valuable, free marketing funds that could help grow their businesses, according to travel industry communications expert Sam Patton. Ms Patton, who recently launched The Social Spider, Australia’s first digital marketing agency dedicated to the travel sector, says that while some savvy operators are tapping into these resources, many remain unaware of the opportunities or avoid the process due to time constraints.
Unlocking ‘magical’ marketing cash
Ms Patton highlighted that government and private sector grants, as well as cooperative marketing funds, can be game-changers for small businesses looking to expand or reach new markets.
“The governments of Australia are very keen for small businesses to succeed, and from federal down to local council level, there are grants and schemes in place to help you start up, grow, or even franchise your business,” she said.
To help travel companies access these funds, The Social Spider has published a detailed guide titled ‘Travel Marketing Money – How to Get It and How to Spend It,’ which is available for free on their website.
How to access and use marketing grants
Ms Patton explained that businesses should first plan and cost out their marketing initiatives, then approach government agencies or travel suppliers offering 50-50 cooperative marketing funds.
“Taking the time to investigate these opportunities can net you well-needed cash to splash on marketing yourself and your product to the Australian travel community,” she said. “The great thing about a grant is that it isn’t a loan – you just need to spend the dollars on what you proposed. With cooperative marketing campaigns, travel suppliers are often looking for active partners, and remember, you have something to offer them – access to your database.”
Support for travel businesses
Ms Patton noted that The Social Spider is available to help businesses source and utilise marketing funds, especially those lacking the time or expertise to manage the process.
Backed by more than three decades of experience in the Australian travel industry as a travel agent, product manager, and marketer, Ms Patton launched The Social Spider alongside her journalism-graduate son Noah to assist travel companies with their digital marketing needs.
The Social Spider’s services include social media setup and management, blogs, press releases, and digital campaigns, with packages starting from $95.
