ARDA Insights Blog                                                                                                                                                                                                                                                                                                                                      

A Brand Marketing Case Study: “Orlando. You don’t know the half of it” Campaign, Lessons for All of Us

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A Brand Marketing Case Study: “Orlando. You don’t know the half of it” Campaign, Lessons for All of Us

by Peter Roth
VP, Marketing and Communications
 

 Changing the Lens 

 Shifting the perception of timeshare as a viable—and beneficial—way to travel is integral to our strategic conversations at ARDA. From a Marketing and Communications standpoint, how we communicate with our key audiences and stakeholders is equally as important as what we communicate. In other words, integrating data and facts into compelling materials is essential in communicating effectively in today’s digitally-dependent, research-driven and content-overloaded society. 

 The good news is we are working more closely with ARDA’s International Foundation (AIF) to identify travel habits, vacation preferences, travel experiences, and vacation benefits (among other topics) that can be used to help position the timeshare experience effectively to different demographics and potential consumers across multiple channels. We are integrating these findings into infographics, blog topics, social posts, press releases, and as core content for all our communications.

While ARDA may be in the early stage of this effort, Orlando’s Economic Development Commission (EDC) is in the middle of a multiyear campaign of its own to change the perception of Orlando as more than a vacation destination. At ARDA World, Jennifer Wakefield, vice president of Communications and Marketing at the EDC, presented on how their campaign “Orlando. You don’t know the half of it” is doing—she shared many good tips and lessons learned!

The EDC first conducted research to determine perceptions about Orlando and created a 40-person committee of business leaders to help identify its mission and guide the strategic plan. The integrated campaign targeted local influencers and utilized paid elements, media partnerships, business promotions, national PR, social and online efforts, and stakeholder engagement for the initial launch, followed by a sustained PR effort. Their performance indicators are being measured through awareness, engagement and submissions for business investment, and they are well on their way to success! To find out more about this campaign, read here.

ARDA World Download

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ARDA World Download

By Howard Nusbaum

ARDA World 15 CEO Panel
 

Every year at ARDA World—where I am surrounded by thousands of energetic people who work to make our industry so vibrant—I am reminded why I love this industry. Listening to the presenters, panelists and CEOs talk about key innovations that meet customer demand and exceed owner expectations at resorts around the globe is yet another example of our industry greatness.

Since the introduction of timeshare in Europe in the late 1960s, developers and resort operators have continually sought to make the product better. Our satisfied owner population domestically has grown over the years to more than 9.1 million U.S. households and is now expanding to the next generation of vacationers—the Millennial generation. This success in targeting and marketing to this new generation underscored much of the content and conversation at ARDA World.

The energy and buzz at Convention was also fueled by our phenomenal keynote speaker, Jay Baer, a renowned smart marketer, customer experience expert, New York Times best-selling author and timeshare owner. Jay talked about the concept of “youtility”—giving away information and resources for free—as an engine for driving smart marketing and how to be effective in a world cluttered with content. In today’s digital world, with 24/7 information at our fingertips, effective marketing is harder today than ever. At the same time, technology has enabled customer experience and marketing to intersect. Fact: Sixty-seven percent of a buyer’s journey is done digitally. People make on average 28 visits to travel sites before booking a trip. And, by 2020, customer experience will overtake price as a key brand differentiator. 

In our industry, using technology has enabled our resorts to communicate directly with and encourage engagement from our owners. Technology is also changing the way customers are introduced to vacation products. From ARDA’s AIF data, we know that new owners are more knowledgeable about the product before entering a sales discussion.  This is facilitated by the great information and learning about the product and resorts easily accessible online. With more and more purchases of timeshare products coming from younger populations, we are evolving our means to reach and communicate with them effectively.

As Jay told us, the key to having a successful marketing strategy is being useful and providing help. If you sell something, you make a customer today—but if you genuinely help someone, you create a customer for life. Words to live by!

More to come at www.arda.org/convention, where you can download the “best-of” photos and PPTs from sessions and re-live all the awesome moments of ARDA World 2015…

 

 

The Place to Be: Orlando in April!

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The Place to Be: Orlando in April!  

By Howard Nusbaum

ARDA World 2015 is just about here and we are ready!  We are thrilled to have such great new content to share and are looking forward to returning to Orlando to see many familiar faces – and welcome new ones! 

For those new to the industry, this is your chance to meet new colleagues, hear from industry leaders and join us in recognizing the best of the best in our industry at the Awards Gala.

For those familiar with ARDA World, we hope you’ll enjoy attending several of the sessions during the four Educational Wave breakouts and hear our keynote speaker Jay Baer – a marketing consultant, speaker, and author of the New York Times bestselling book, Youtility.  His Convince & Convert blog is ranked among the world’s top marketing resources, and was named #3 social media blog in the world by Social Media Examiner.

Speaking of social – ARDA will be very active across all our social channels this year and will be engaging with attendees live from the Digital Zone.  Broadcasting from the center of the Exhibition Hall, the Digital Zone will have an ongoing social media feed for attendees using the hashtag #ARDAWorld, and provide a daily digest on ARDA Insight’s blog about top takeaways from educational wave sessions and forums at the end of each day.  

But don’t take it from me, hear ARDA’s out-going Chairman Franz Hanning share his thoughts on what to see at ARDA World 2015! Watch his video here.

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See you in Orlando! 

ARDA World 2015 is Just About Here….Ready, Set, Go!

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ARDA World 2015 is Just About Here….Ready, Set, Go!

By Sharon Scott 

2015 ARDA World 

The annual timeshare industry convention is almost here—and for many, that means making sure your business get the maximum exposure even before the Exhibit Hall opens. Here are three quick tips from ARDA’s Resort Operations Council:

#1: Get the Word Out 

Hopefully by now, you have spread the word that your business and business representatives will be there through email blasts, newsletters, advertisements in timeshare publications and social media posts. Notify customers, properties and prospects ahead of time the location of your booth in the Exhibit Hall and schedule as many appointments as you can in advance.

#2: Plan Ahead 

It goes without saying that planning ahead is a crucial part of making ARDA World a successful business trip. From assembling the right sales team to staff your booth to creating the right marketing materials for display and trying out any new products, planning in advance is always well worth your time!

#3: Engage & Interact 

Once Convention begins, do your best to connect with the thousands of other timeshare industry professionals during the many meeting opportunities, networking events, sponsor parties, Exhibit Hall, educational sessions, and conversations in the hallways.

See you next month in Orlando!

Are You Ready for Convention?

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Are You Ready for Convention? 

 2015 ARDA World 

Peter Roth, VP Marketing and Communications, ARDA  

This year’s ARDA World Convention and Exposition is shaping up to be a great mix of education, networking and fun. Back in Orlando for the first time in four years, our team is excited about what’s in store!

This year’s theme is “Timeshare in Real Time” and will focus on the expectation of immediacy that today’s owner has—and how our industry can leverage that in sales, service and loyalty.  

There will be five days of meetings, educational sessions and exhibitions—giving attendees the chance to network with their peers and bring back innovative ideas to their teams. This year’s Convention features an impressive line-up of speakers and entertainers including Jay Baer, author of the New York Times bestselling book, Youtility, as the keynote opener. 

Be sure to register for the 14th Annual AIF Open Golf Tournament, and pack your formal attire for the annual Awards Gala recognizing outstanding work in our industry (don’t forget to order your tickets for the ARDA Awards Gala here). The Breakfast of Champions keynote speaker is Bill Clement, two-time NHL Stanley Cup Champion and television broadcaster. 

New this year is a “Digital Zone” in the center of the exhibition floor, where attendees can get involved in social media discussions, ask questions of the speakers and take photos in our photo booth. Be sure to stop by!

Registration for ARDA World is still open, and sponsorships are still available.  For more information about the 2015 ARDA World Convention, visit the ARDA World website.

We hope to see you April 12-16, 2015, at the Orlando World Center Marriott in Orlando, Florida!

 

What Does International Travel Mean for Vacation Ownership?

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What Does International Travel Mean for Vacation Ownership? 

 2014 Economic Impact.
 

Vacations and travel is our business. It was a topic of an Ipsos study at the recent Shared Ownership Investment Conference in Miami last October, it will be the basis for many educational sessions at ARDA World 2015 in Orlando on April 12-16, and it continues to drive developers and resort operators around the globe to conduct research on “why we travel.” 

According to the Ipsos/TripAdvisor study “TripBarometer 2015: Psychology of Travel Global Report” (September 2014), there are three compelling motivators for why people travel:

  1. Enhancing perspectives - travelers want to have unique and interesting experiences on vacation.
  2. Liberation – the need to enjoy life to the fullest, to let go and feel carefree.
  3. Immersion – diving into local culture and meeting new people and creating memories.

From research to personal experience to new vacation products and services, these are important discussions happening at all levels within the hospitality industry. Join the conversation and the group of influencers driving the future of vacation ownership into the future at ARDA World 2015

 

Turning Digital Disruption into a Successful Marketing Strategy

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Turning Digital Disruption into a Successful Marketing Strategy 

By Brooke Doucha & Jason Tremblay, founders of Seychelle Media 

 

Technology 

Traditional sales and marketing approaches as we know them will continue to be challenged by how today’s consumers engage and interact with brands. Consumers are highly connected and want to be communicated with in a specific way: on their terms, with messaging that’s personalized, and in the spaces where they’re most comfortable engaging. Well-equipped and informed by digital devices and mediums, they want to feel respected and responsible for ultimately making their own purchasing decisions. So in the vacation planning process, they turn to digital tools, reading or participating in peer reviews, booking travel online, uploading and sharing vacation photos to their Facebook pages, utilizing technology in every step. 

Timeshare developers are beginning to adopt digital marketing and communications to create more timely and meaningful dialogue with their owners, earning the loyalty of their customers and allegiance to their brand.

As digital tools have progressed, so have the data-points that accompany them.  Companies are trying to keep pace with trends in marketing and communications and turn analytics data into information that matters and informs their future strategy.   As we discussed in a recent Developments article, many businesses in our industry are unsure how to evolve with digital disruptions— a devastating innovation that eventually takes over the marketplace.  While our industry has successfully integrated digital marketing into their customer relations model, integrating it into their sales and marketing model is a more complex task.  Looking ahead, touching new segments of buyers through new channels and digital mediums is essential for us to reach consumers previously neglected by our traditional marketing approach.

We encourage you to read this article as you think about turning your own digital marketing strategy into one that attracts, engages, converts and inspires.