1. Use customer-generated content to build trust and show off what you sell.
“The biggest hurdle is once people are interested, letting them know that they do have some control, even though they aren’t giving up on that end result of the surprise,” says Corinne Hogge, Director of Marketing at Pack Up + Go.
Clients start by filling out a survey with some basic parameters—like how far they want to travel and by what means, what kind of place they’d like to go, what types of things they’d like to do, and their budget. Based on those answers, the team at Pack Up + Go creates an individualized itinerary and books it.
“As a marketing team, obviously we want to focus on the fun part of the trip, [which] is the surprise and that feeling of not having to do the planning and having the buildup ahead of the trip,” she says. “There’s also this other facet, which is educating customers on how it works and [that] it’s not random—you do get to fill out a pre-trip survey, where you tell us about your interests and can tell us your time restrictions and your travel history.”
From the beginning, it’s been important for founder and CEO Lillian Rafson and her team to both ensure and document that they provide their travelers with the experiences they’re looking for. That’s why she followed up with the first Pack Up + Go clients. When one of them responded with a joyful photo of herself with the sign saying, “You’re going to Washington DC, oh yeah!” Lillian shared it on social media, and it quickly started generating traction.
Now, user-generated content like this is a core element of their marketing strategy. It demonstrates that their offering is tested and loved. And it helps them reach new prospects.
“It’s the pinnacle of the Pack Up + Go experience,” Lillian says. “It’s a fun concept that makes our everyday travelers influencers among their community as well. Everybody wants to know where they’re going, so it’s exciting for them to be able to share on social.”