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It's All About Where You Put The Emphasis
-- by Lisa Ann Schreier
Sometimes, we should think of ourselves and market ourselves as vacation OWNERSHIP rather
than VACATION ownership. Case in point, why not go after the same corporations and organizations that the extended
stay properties do, but emphasize the advantage of owning vs. renting those properties.
Extended stay properties offer a home away from home atmosphere that ordinary hotels can not offer. Don't timeshare
properties generally do the same? Extended stay properties are oftentimes found in areas that also cater to the
leisure vacationer. Don't timeshare properties generally do the same?
The key advantage of a timeshare property over an extended stay property is of course, OWNERSHIP. Just as vacationers
reach their "break even" point about 5 to 7 years down the road in vacation ownership; organizations
and corporations would reach their break even point, but in a much quicker period of time.
Imagine XYZ Company with satellite offices throughout the country. This company is constantly sending trainers
and regional managers out to consult with their local offices. The company is also relocating personnel on a constant
basis. If you were the Chief Financial Officer of XYZ Company, would you be more interested in renting facilities
or getting all the benefits that ownership offered to your company?
I'm not saying that timeshares should abandon the vacation market. The vacation market will always be where the
majority of our ownership comes from. But, why put all of your eggs into one basket? Everyone thinks it's a great
idea that the large hotel chains have gotten into the timeshare market. They've been successful at it because they
know that no business should rely solely on one market. Just as those same hotel companies branch off into the
extended stay market, so should timeshares.
Be forwarded though---marketing to companies, corporations and organizations is VASTLY different than marketing
to vacationers. You are not going to get the Regional Trainer of XYZ Company in to see your timeshare by bribing
them with two free dinner show tickets and a bagel. This type of target marketing will involve different strategies
and more importantly, different personnel.
More details on the extended stay market next time.
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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. |
