|
It's Nothing New
-- by Lisa Ann Schreier
Many people have been writing me lately and telling me that my thoughts are radically
new. WRONG. My advertising philosophy is tried and true, and has been used for years now in industry after industry
after industry. It is OLD. It is only new to timeshare, because timeshare, it appears, is a most egotistical industry.
Egotistical and bullheaded.
Whether it is print, broadcast, internet, direct mail, premiums or anything else that I talk regularly about, it's
all been done before, and done successfully.
I have been quiet the last few weeks, collecting my thoughts, reading your e-mails and talking with my fellow timeshare
professionals. And I am most disheartened. The rest of the world is out there making strides, increasing market
share, increasing customer loyalty and ultimately increasing their bottom line while timeshare still believes that
they are better than anyone, and know things better than anyone.
People keep telling me that things are changing, but I don't see it. I would think that with corporate America
getting more and more into timeshare, those things would change. But no… the corporate marketers don't make a dent
into the bullheaded timeshare end of their business.
And yes, people are reading my columns, people are talking about it, but just like the proverbial client who talks
but never buys… they are just talking and have absolutely no serious intentions of changing anything.
Even Howard Nussbaum, President of ARDA is talking. In the most recent issue of "Timeshare Business",
Mr. Nussbaum was quoted as saying something to the effect that timeshare needs to adopt a slogan similar to the
"Got Milk" campaign that was successfully rolled out by the Dairy Board some years ago. Nice idea there,
Mr. Nussbaum. AND EXACTLY WHAT I CHALLENGED ARDA TO DO BACK ON MAY 1ST IN THE TIMESHARE BEAT… RIGHT DOWN TO THE
SAME EXACT EXAMPLE. You would have thought that in a year's time ARDA would have at the very least come up with
something else to aim for, if they had not already devised such a campaign.
If it sounds as though I am upset with the powers that be, it is because I am. I love this product and I believe
in it. I just wish that the powers that be got out of their collective ivory towers, stopped thinking that they
are better than everyone else out there, quit their internal squabbles and got down to the business of making everyone's
lives much better: the customers', the salespeoples' and ultimately their own by improving their bottom line.
P.S. And Mr. Nussbaum… if you are really serious about developing that campaign, drop me a line.
|
| 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. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
