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Why Go It Alone?
-- by Lisa
Ann Schreier
Current marketing trends point to companies partnering with other companies for a variety
of reasons. Sharing costs, building an alliance and giving the consumer more for their money are some of those
reasons.
Timeshare is an industry which is blessed with a large number of potential marketing partners, but surprisingly,
very few timeshare companies are joining forces with other companies, preferring to adapt a rather presumptuous
"I don't need anyone" attitude.
One immediate benefit to developing marketing partners would be that timeshare would be in the consumers' mind
more often. A recent "The Shadow Knows" article, right here in The Timeshare Beat, pointed out that consumers
are only aware of timeshare when they are at the presentation, which from my viewpoint is rather late in the game
to be aware of timeshare. Many consumers may be thinking, "if this (timeshare) is so good, why haven't I heard
anything about it before now?", "now" being at the time they are being asked to purchase.
Who are your potential marketing partners? Anything or anyone travel-related for one. With the advent of
the RCI Points system, consumers can use their timeshare value with a myriad of travel related partners. For instance,
if consumers can use timeshare value for airline travel on American Airlines, why not advertise in American Airlines'
in-flight magazine, American Way? And that my friends, does not even constitute a true marketing partnership, just
a great way of getting your message across to people who travel and can use your product.
You American timeshares out there who have a relationship with Abbey National Bank to assist your UK clients… have
you ever approached Abbey National with the idea of advertising timeshares at the bank in the UK? Or perhaps something
in the monthly statements to the account holders/
How about approaching a manufacturer of suitcases about a marketing partnership? "With the purchase of every
XYZ Brand of suitcases, receive a free informational video about owning ABC timeshare." People are buying
suitcases to travel, correct? Why not take advantage of the opportunity to talk to them about something that pertains
to travel?
There are literally thousands of great opportunities staring you in the face right here, right now. Yes, it may
cause you to go out on a limb. Yes, you may run into a few of those pesky "NOs" before you hit on a "YES".
Look around at your competition and see what they are doing. Your competition is not other timeshare companies,
or hotels. Your competition is EVERYONE out there vying for the consumers' leisure dollar.
You don't have to do it alone. Someone has to be the first. Be the first and reap the rewards. For more ideas,
or to plan a strategic alliance, contact me. On to success!
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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. |
