Using Data to Reach
the Experience-Focused Traveler
By Todd Schulte
.png)
Marketing of timeshares performs best when it is closely
aligned with the unique interests, preferences, and needs of prospects. That
means that the unique array of experiences your timeshare property
offers—whether on-site or nearby—can be the basis for improved focus in your
marketing.
By doing this you’ll know who to market to and what to
emphasize. And equally important, you’ll know who not to market to and what not
to emphasize. Great brands understand that they can’t be everything to
everybody.
Applying this to timeshare, it’s highly unlikely that any given
property is the best for golfing, and watersports, and culinary activities, and
ecotourism, and extreme adventures, and…well, the list goes on. But if you determine
what your strongest attractions and amenities are and then concentrate and
customize your marketing to prospects who truly value those experiences, you will
improve your odds of moving them to the next step on the path to purchase.
So how do you know what experiences people value most?
The best way is to work with a third-party data partner, who
can reveal what your sales leads (as well as thousands of other prospects)
actually spend their money on year after year, across a wide range of consumer
spending categories.
Partnering with a third-party data provider offers clear
insight into the priorities, spending patterns, and loyalty patterns of your
prospects in ways that your own in-house data likely can’t reveal.
There is currently more data available to marketers to use
in their promotions than ever before. With so much data available to timeshare marketers,
there’s no reason not to become a truly data-empowered one. With the right
partner and a willingness to invest in some testing and validating, the return
on investment for every marketing dollar can be substantially better, resulting
in closing more sales and booking more guests.
Read the full story here!