Published on March 11, 2014
Life Cycle and Loyalty Management HomeAway Breakfast Seminar Spring 2014
Visual Data Systems • Custom Desktop and Mobile Website Design • Online Marketing Consultation and Training Services • Search Engine Promotion • PPC • Email Marketing • Social Media Marketing • Reservation System Integration
Overview • Loyalty and Loyalty Marketing • The Guest Life Cycle • Expand Your Sphere of Influence • Building Loyalty • Shameless Product Plug • Q&A
LOYALTY loy·al·ty Is expressed when a customer chooses your product when other options are mostly equal.
What is LOYALTY MARKETING? “The effort to identify, maintain and increase the yield of best customers through long- term, interactive, value added relationships.” - Colloquy
Why is Loyalty Marketing ESSENTIAL to a SUCCESFUL Business? • Improve customer retention (repeat business) • Increase market share • From competitors • Cross-/up-sell • Provide a framework for relevant dialogue
The Loyalty Marketing Goal…
Loyalty Marketing & Your Company • How do you define a loyal customer? • How much does a new customer cost ($) v. retaining a current customer cost? (Hint: About 6X as much!) • If you could increase your percentage of loyal clients based on your definition by 5, 10, 15% - how much would that be worth? (Hint: for every 5% increase in repeat guests, you could reduce marketing costs by 7- 8%, all things remaining equal)
Traditional Vacationer Life Cycle Depart Stay Organizing Decision Planning Shopper
Change The Life Cycle Funnel • Remove Shopping • We don’t want the guest to resort to Google for the next vacation • Add in RETURN • The goal is to get them back in the funnel albeit at a different starting point.
New Vacationer Life Cycle Formal Loyalty Marketing Return Depart Stay Organize Book Vacation Plan Vacation
Who should we market to?
Lease Holder Pet Fee $ How You Currently Perceive Your Vacationers
2014 Leader Pet Fee $Influencer 2015 Leader Review Writer Wallet Catalyst How You SHOULD Perceive Your Vacationers
How to build Loyalty with Bob and his family • Include ALL • Communicate with Bob and others they way they want to be communicated with AND with the information they want. • Ask them how, when and what • Provide something of value in return for this information. • Exclusivity • Provide them with the tools they need to plan and execute a vacation • Remain in contact with them • Do not break your promise
How to build Loyalty with Bob and his family • Plan: Bob will return to your site in lieu of searching • Book: Bob will move directly into the booking process. • Organize: Bob and his group will have all the tools at hand to organize their trip without resorting to third party sites. • Stay: They will use your branded site during their vacation. • Depart: You will communicate with them at departure and they will welcome the communication • Return: As loyalty increases so does the possibility of return.
Coming April 2014
Guest Loyalty, Retention and Optional Rewards Tools and Consultation • Member Set Up and Management Console • Exclusive Vacation Planning Tools For Members • Multiple Communications Tools • Optional Rewards Program
Visual Data Systems 20 years serving the Vacation Rental Community with Web Design, Online Marketing Solutions, & Reservation System Integration. www.vdsys.com firstname.lastname@example.org Robert Gray, VP – Vacation Rentals 410-964-8665 ext.:234 email@example.com www.GuestAdVantage.com http://www.slideshare.net/VisualDataSystems
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