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Everything about Advertising -- in no particular order |
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Outdoor Advertising Outdoor advertising varies a great deal depending on where you are located and/or where
you want to advertise. It can encompass: billboards, skywriters, transit, a banner flown from an airplane, beach
imprints… you get the idea.
Think about the outdoor advertisements that you see day in and day out. Chances are they fall into this category. If you are driving down the highway at 65 miles per hour…what do you see? McDonalds, Burger King, Wal-Mart… well-known commodities that need little or no verbiage to convey their message. You are hungry... there's a McDonalds 2 miles up the road. Billboards require a minimum of words to convey the reason. If your timeshare operates as a rental property, this is a good, quick message to convey. But please don't expect to turn a lot of these renters into owners by trying to hook them with a timeshare presentation once they are on property. Don't get me wrong, this can work, but the numbers will be low. And PLEASE don't take the really low road and promise people things that are not 100% true. Case in point...a new billboard just went up last week in my area. It says, "STAY AT (the name will be withheld to protect the guilty party) AND GET A FREE CRUISE". This is just as good as "STAY AT THIS REALLY COOL RESORT AND GET 6 FREE CHICKENS". A smart consumer will know that something is up and avoid this like the plague. This resort is looking a good number of really angry people checking in when they find out what the "fine print" the billboard neglected to mention entails. Rentals are good to advertise…the concept of timeshares is not.
The flip side of this strategy is being totally unknown and creating an element of mystery and surprise. This is where billboards, transit and other outdoor advertising excel. You have almost no time and no words to get your point across. So take advantage of it. Ask an intriguing question. Put forth a mysterious dare. Make people think. Ah ha, there's that concept again of intelligence. Wow… all of my writing has a common theme… you want the intelligent, educated consumer. You want people who are going to ask intelligent questions. You want to tour people who will understand what your product can do. This outdoor strategy requires a call to action. The absolute best way to do that is… nope, not going to divulge
that here. I'm using it for a resort that I am working with and they are paying me for this tidbit of advertising
knowledge. Trust me though…it works! |
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Lisa Ann Schreier is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising, marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where she is known for her consumer insights and "back to basics" style of business. When she is not working, sharing insights with the best bartender on Disney property (you'll be famous soon!) or learning the hard way that the sun really is much stronger in Orlando than it ever was up north, she occasionally runs back to Chicago to catch up on the best radio station in the world and see some incredible concerts. Lisa can be reached at GRQ1@aol.com. Check out her business ad here. |
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