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Advertising to Amiables
Part 4 of 4
-- by Lisa
Ann Schreier
Ah, where were we? Amiables.
Amiables are people people. They like to feel like they are one of many. These people are not likely to be the
first people in their group to try anything new, be it a restaurant or a timeshare.
As a salesperson, the best way in is through a group of amiables. If the first one is on board and likes it (key),
the rest are likely to follow.
So, how to reach this key market? Reach them with vehicles that are middle of the road. In print advertising, publications
like Reader's Digest, Good Housekeeping and O (the Oprah Winfrey monthly). These people like to feel that they
are in good company and doing what everyone else is doing.
Co-branding or marketing partnerships work extremely well for these people. Take partnering with an automobile
for instance. Amiables much more likely to purchase and drive a Camry than a Viper. So use this information. Partner
with a Toyota dealership.
Amiables like the idea of a package…if they are safe and secure with one component of the package; the rest is
much easier to sell them.
You do not want to tell an amiable that timeshare or a points based system is the newest thing out there. Instead,
you want to tell them that everyone is doing it, that everyone is gaining from this and it is a tried and proven
commodity. Amiables like security more than anything else.
As I've stated many times before, what I am giving you here are the basics. Not everyone who reads Reader's Digest
is an amiable and not every amiable will purchase timeshare even if their best friend does.
The basics however, provide a great framework to do some testing of the waters. Try going after different groups
of people in different ways. Just as on the tables, not everyone can be sold the same way, different market segments
need to be reached different ways.
Salespeople are taught to tailor presentations to drivers, expressives, analyticals and amiables. Don't your marketing
presentations warrant the same careful consideration? Try it and let me know the results.
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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. |
