Press Release: Black Box Consulting, Inc.
March 29, 2002
POMPANO BEACH, FL - March 28, 2002 - Timeshare marketing pro Bill Smith has launched Black Box Consulting, Inc.,
a leading-edge marketing firm specializing in strategic, technology-enabled solutions for developers seeking to
improve marketing efficiencies. The company is headquartered in Pompano Beach, Florida.
The firm's services include database marketing, database design and implementation, prospect generation, e-commerce
solutions, strategic alliances and market research.
"Our services are designed to bridge the gap between developers' traditional tour generation programs and
today's high-tech world of database marketing," says Smith, a 30-year travel industry veteran who previously
held high-level marketing positions with Fairfield Resorts, Vacation Break USA and Resort Condominiums International
(RCI).
"The timeshare industry is notorious for its inefficient marketing," Smith says. "Traditional 'shotgun'
methods have survived because, until recently, the focus has been on expansion into new markets and top-line revenue
growth. Now, the emphasis is shifting towards sustainable profit margins, and the old model doesn't hold up anymore."
The solution, according to Smith, is better front-end targeting of prospects. "Some situations call for very
precise targeting," says Smith. "But in other cases, you can achieve excellent results simply by suppressing
unqualified households before they are ever contacted. Either way, it can only happen in a database marketing environment."
Whether a developer is looking to build a prospect database, manage customer relationships through automation or
venture into e-commerce, Black Box Consulting will work with its clients to integrate "data-based" strategies
into existing channels and programs. Alternately, the firm can develop turnkey prospect generation programs for
clients who prefer to outsource their guest generation efforts. "Either way," says Smith, "we can
show developers the shortest path between database marketing spending and ROI."
"The 'black box' reference is to the science of database marketing," says Smith. "It's a complex
blend of data management, segmentation, geo-demographics, predictive modeling, statistical sampling and testing.
These are disciplines that the average timeshare developer can appreciate, but does not have the resources or expertise
to implement."
In other words, Smith says, "Timeshare developers don't want to know how to build the clock … they just want
to know what time it is."
Smith can be reached at (954) 545-1785 or via e-mail at
bill.smith@black-box-consulting.com. Attendees at ARDA's
2002 convention in Las Vegas can visit the Black Box Consulting booth, #939, during exhibit hours.
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Contact:
Bill Smith, President, 954-545-1785 E-mail: bill.smith@black-box-consulting.com