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Expressive Advertising
-- by Lisa Ann Schreier
This is Part 2 of a four-part series of short, informative articles designed to let the
timeshare world explore target advertising in terms that they are already familiar with. Sales people are often
trained how to sell four different types of people: Drivers, Expressives, Amiables and Analyticals.
I thought that perhaps since the industry is already comfortable with selling to these different types of people,
that this would be an easy transition to learn how to market and advertise to these four different groups.
Last time, we looked at Drivers…today, Expressives.
Expressives like words such as "Wow", "Cool", "Amazing" and
"Fun". They like to be able to customize things to their specific needs and wants. Is an Expressive person
likely to be found reading "Reader's Digest"? No, of course not. They would however find the latest copy
of "Premiere" quite interesting because it delves into the world of film in a way that "Time"
doesn't allow.
When "Wired" first came out, it was the quintessential Expressive magazine. Cool graphics, bold colors,
and information on how to customize computers and make them unique.
I have long been an advocate of advertising timeshare resorts in travel publications. (I know, I am SO cutting
edge) Arthur Frommer's "Budget Travel" is a great Expressive magazine because it gives the reader the
information that they need to customize their vacation. Expressives are not likely to go on highly organized tours.
For the higher end traveler Conde Nast's "Traveler" is a perfect fit for Expressives. It has slightly
offbeat destinations, advertises properties that are unique and again, allows readers to put together unusual expeditions.
I must, at this point stop and let my readers know that I approached Arthur Frommer's "Budget Travel"
more than a year ago, offering to write a column on the cost-savings and the flexibility of timeshare. I never
even received an answer back. So, let me emphasize again that the bias against timeshares doing anything different
runs both ways… resorts seem to be reluctant to try anything new and the publications seem to be equally reluctant
to offer information (albeit non-revenue generating) about timeshares to their readers. The ironic thing is that
the majority of the advertising revenue that these publications "earn" is through hospitality companies
such as Marriott, Hilton, Starwood, etc. all of whom are in the timeshare business.
When we finish this discussion of target marketing in a few weeks, I will reiterate some basic points. For now,
please know that I do not think that timeshares should cease and desist their advertising and marketing strategies
and move to what I am advocating. I am merely suggesting that since the rest of the world advertises this way with
great success, perhaps timeshare properties should stop thinking of themselves as unique, one-of-a-kind commodities.
The product is vacation, the value is unprecedented, and the consumer is everyone. But "everyone" needs
to be marketed to slightly differently to get the best results.
Stay tuned and feel free to contact me for additional information and examples of what I mean.
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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. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
