Gary E. Smith, ECC Cruise World 6/19/12
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Gary E. Smith, ECC Cruise World 6/19/12 ENJOY LIFE . . .
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Gary E. Smith, ECC Cruise World 6/19/12. ENJOY LIFE . . . SELL TRAVEL. WHY SHOULD YOU CARE?. It’s About Making Money Companies using Micro-Target Marketing are seeing 15-20% annual growth - PowerPoint PPT Presentation
Transcript of Gary E. Smith, ECC Cruise World 6/19/12
Gary E. Smith, ECCCruise World 6/19/12
ENJOY LIFE . . . SELL TRAVEL
• It’s About Making Money• Companies using Micro-Target Marketing are seeing 15-20% annual growth
• 80% of travel buyers switch agents out of indifference. Micro-Targeting reduces attrition
• Proven Track Record in Travel Sales• Ranked #9 of 720+ CruiseOne Franchises
• Full-Time College Faculty Teaching Small Business Management
• Proven track record of helping businesses• Many successful businesses – largest 2.3MM/yr
WHY SHOULD YOU CARE?
SOUND FAMILIAR…• My clients should feel special – like
family
• I want to have a relationship with my clients
• I wish I had a better ROI on my marketing
• I want to do more, sell more, and in less time with less effort.
Micro-Target MarketingDefined:
Micro-targeting is creating customized winning messages, proof points and offers, accurately predicting their impact, and delivering them directly to individuals
What are you doing to segment your clients/data?
Micro-Target MarketingRequirements:
•Inventory Relevant Data Sets
•Psychographic Segmentation
•Test Multiple Messages
•Multiple Message Distribution Methods
•Track Impact & Update - P.D.C.A.
Micro-Target MarketingThe Backbone - DATA:
If we’re going to provide “Inventory relevant data sets,” and “Psychographic Segmentations,” then we’re going to need to develop ways of gathering and storing thedata required by theseactivities.
What data systems are you using?
GATHERING DATATwo Primary Methods:
1.Ask
2.Interpret
ASKING FOR DATAMethods:
1.Direct Conversation1.Qualifying
2. Interviewing
2.Surveys
3.Polls
4. . . . Your methods?
ASKING FOR DATAExample: • Direct Conversation
“Anticipation is a natural happiness provider . . . Where do you anticipate going next?”
ASKING FOR DATAExample: • Surveys & Polls:• Survey Monkey
• Constant Contact
• PollEverywhere
• Many others
PollEverywhere.com
INTERPRETING DATAThis is the method of segmenting your clients through analysis of existing data to predict future behavior
INTERPRETING DATAExamples:•Website/Newsletter click-throughs
•Previous Purchases
•Important Dates
•Demographics
INTERPRETING DATA
