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Advertising and Referrals
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Use What You Already Have
-- by Lisa Ann Schreier
You know all those referrals that your resort collects with each and every sale? The ones
that you tell your new owners will earn them "stuff"? What are you doing with those names and more importantly,
what are you giving to your owners to actually get those referrals in your doors?
Speaking as an ex-owner referral manager, I know that there are better ways than calling and writing these referrals.
Existing owners need to be reminded of your referral program (you do have a referral program, don't you?) and these
referrals need something more than a call or a letter.
I suggest giving each and every new owner a full package of information about the resort to give to each referral
name that they provide at the time of purchase. This information should (at minimum) include information about
the resort, a photo of the new owners at the resort and the offer that you will be extending to them.
The owners should also walk out of deeding with a certificate of some sort outlining exactly what they will be
receiving from your resort upon completion of the referrals touring and/or purchasing.
Approximately two weeks after purchasing, each new owner should be mailed a follow up letter with a form on which
to provide other referrals and a postage paid envelope back to the salesperson or the referral department. This
keeps the referral program in mind, which ultimately builds your business. Too many owners forget the referral
program altogether, which is a huge source of lost sales revenues.
Other ideas for advertising to referrals include: providing owners with flyers for them to post at their workplace
(this insures that all state regulations regarding advertising are being adhered to), periodically sending postcards
to your owners with an update from the resort and a reminder of what they stand to gain by sending referrals and
of course, a personally signed thank you letter along with whatever they earn whenever one of their referrals tours
and/or purchases.
If resorts would take the time to treat owners like the important people that they truly are, rather than just
names and phone numbers to constantly contact to get more names, I would venture that referral business would substantially
increase.
As an advertising professional, I realize that the best advertising is still word of mouth advertising. Luckily
for us, it's also the least costly and the most cost effective form out there. As a sales manager, I would rather
have a friendly, interested referral at my resort than just a body that was dragged by someone looking to make
their numbers.
Next time… more about marketing partnerships.
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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. |
