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Print Advertising
-- by Lisa Ann Schreier
Today's topic is Print Advertising. There are two major components of any print advertising
1) What You Say and 2) Where You Say It. For this discussion, I am limiting myself to newspapers and magazines.
In later columns I'll be addressing other forms of print advertising.
WHAT YOU SAY
Speaking as a consumer, I'd like to know what the ad is about. Speaking as a timeshare professional, I'd like my
prospect to know what the ad is about. Too often, timeshare advertising runs rings around the "what".
Somewhere in 6-point type at the bottom of an ad you'll see "This Advertising Material Is Being Used For The
Purposes Of Soliciting A Vacation Ownership Plan" or something similar. The ad usually consists of a large
full color picture of a beach or a resort. Very little of the copy actually talks about timeshares.
I've talked about this in past columns. Why does the industry hide the reason for the ad? We all purport to be
proud of our affiliation with the timeshare industry. We all claim that the industry has cleaned up its act so
to speak and there is no more of the underhanded tricks involving swampland someplace. So why don't we advertise
this fact? Why not advertise "TIMESHARES" in big bold letters across the top of the ad? If you're skittish
about that word how about "OWN YOUR VACATION FOREVER"?
Sure, some people are going to be turned off. Sure, some people will keep right on turning the pages. But, some
people are going to read it. And those readers who keep reading and get to the many benefits of vacation ownership
are going to want to come and see you. Does it mean that 100% of the people who call or otherwise respond are going
to purchase? NO. But it means that 100% of those people who end up sitting across from me at a presentation a)
know what the concept is b) are better prepared to ask intelligent questions c) are better prepared for the inevitable
"we are going to ask you to make a choice today and yes, d) are more likely to purchase because they know
what the deal is about before they set foot in the door.
No one expects a print advertisement to answer all questions about timeshares. But a well written, salient advertisement
is capable of piquing interest, answering basic questions and hooking the customer to find out more. Think of it
this way, when pressed, we can all summarize what timesharing is all about in less than 60 seconds, most of us
in less than 30 seconds. That can translate to a well-written, well-crafted print advertisement that brings out
people who are interested.
WHERE YOU SAY IT
Just as important as what you say in your ad is where you say it. There are literally thousands of newspapers and
magazines to choose from. So how do you choose? Let's start with the obvious…you would not choose to advertise
your resort in Teen People. Wrong audience of course. But an obvious choice would be a travel magazine. There are
lots of those to choose from.
It is important to do some studies of your current owners. If 60% of your ownership base lives in Texas for instance
it may be a good idea to check out a Texas based lifestyle magazine. Run some numbers of the owners at your resort.
Are there many doctors? Well, perhaps an AMA Journal would be a good choice. The opposite is also true. Let's say
that only 1% of your ownership base is doctors. Well, doctors traditionally have more disposable income than say
part-time Cast Members at Disney (J). Why not advertise in publications targeting people with lots of disposable
income? The sky is the limit. You can substantially mold your owner base. What a nice thing to be able to do. Imagine
the referrals!
I don't for one minute propose that any of this is easy. I have over 15 years of experience in advertising and
I have much to learn. It is an art and a science and something that involves a full-time commitment in order to
be done correctly.
At the very least, this column should have raised some questions in your mind about how your resort is advertising.
At the very least, this column should prompt a few phone calls and e-mails. At the very least, this column should
mean that my e-mailbox will be full of mail this next week.
It's a long road out there; there are no short cuts. But the road can be highly profitable with an advertising
professional on your team. Onto better things!
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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. When she is not working,
sharing insights with the best bartender on Disney property (you'll be famous soon!) or learning the hard way that
the sun really is much stronger in Orlando than it ever was up north, she occasionally runs back to Chicago to
catch up on the best radio station in the world and see some incredible concerts. Lisa can be reached at GRQ1@aol.com. Check out her business ad here. |
