The Idea Machine II: Cruising with Stockert

Citation

Miller, A.R. (2005), "The Idea Machine II: Cruising with Stockert", Journal of Consumer Marketing, Vol. 22 No. 5, pp. 289-290. https://doi.org/10.1108/07363760510611743

This paperback book is the second edition of the previously published and successful The Idea Machine. In this edition, Stockert relates over 300 ideas that have been used by travel agents to increase their business. While the ideas are geared to the travel agent community, they can be utilized by any service business that deals with the public. Every idea in this book is practical and worthy of trying. This book is an easy read and interesting. It is useful for the beginner and experienced business person alike.

I require this book to be read in all of my marketing classes, not just the Travel and Tourism Marketing class. I have received nothing but praise from the students. This makes a “real world” supplement to the traditional marketing textbooks. Students have commented that this is the best book they have read in college. It has opened the window for them to the business world. Most students keep this book and have given copies of the book to their parents who are in business and to others in the workplace.

Believe me: this is the best book on marketing that I ever read. Stockert begins the book with a discussion of relationship marketing that includes advice on interacting with clients. Included are, “The travel agents that succeed are the best at showing their customers they care” (p. 1) and “The other key skill is to listen well” (p. 2). This is followed by the ideas for the travel (service) professional. Included are methods of finding groups and hosting cruise nights. The next set of ideas discuss direct mail and advertising to build a client base. This is followed by ideas on promoting yourself (the service provider). The other sections of the book include, “Ideas for travel agents”, “Sales promotion ideas”, “More ideas” and “Developing your marketing plan”.

There are many lessons that the reader can learn from the book. One is to think outside the box. The book provides many examples of travel agents using this type of thinking.

One idea involved wrapping chocolate bars with paper that carries your message. (p. 251) Another idea suggests that when paying a toll, give your business card and toll for the next car and ask the attendant to give the card to the driver and tell him/her the toll has been taken care of (p. 126). Remember these ideas have been used successfully.

Stockert wants the reader to listen to good advice, to look everywhere for new business, to end bad habits, to be careful, to avoid confusion and to enjoy what you are doing. An important lesson is that you must build trust with your clients.

This book should be read by anyone who is interested in marketing. I have suggested to travel agents that they reread this book monthly, and implement at least one idea each month. The only short‐coming of this book is that the reader may feel when first reading the book that the ideas only apply to cruise travel agents. However, the reader will soon realize that the ideas and concepts discussed in the book apply to everyone who deals with the public. This book can be utilized by anyone in the service industry

As well as academics who teach marketing and/or travel and tourism, I consider this book a must read for any of the above.