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Gary E. Smith, ECC Cruise World 6/19/12

Gary E. Smith, ECC Cruise World 6/19/12. ENJOY LIFE . . . SELL TRAVEL. WHY SHOULD YOU CARE?. It’s About Making Money Companies using Micro-Target Marketing are seeing 15-20% annual growth

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Gary E. Smith, ECC Cruise World 6/19/12

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  1. Gary E. Smith, ECC Cruise World 6/19/12 ENJOY LIFE . . . SELL TRAVEL

  2. WHY SHOULD YOU CARE? • It’s About Making Money • Companies using Micro-Target Marketing are seeing 15-20% annual growth • 80% of travel buyers switch agents out of indifference. Micro-Targeting reduces attrition • Proven Track Record in Travel Sales • Ranked #9 of 720+ CruiseOne Franchises • Full-Time College Faculty Teaching Small Business Management • Proven track record of helping businesses • Many successful businesses – largest 2.3MM/yr

  3. SOUND FAMILIAR… My clients should feel special – like family I want to have a relationship with my clients I wish I had a better ROI on my marketing I want to do more, sell more, and in less time with less effort.

  4. Micro-Target Marketing Defined: Micro-targeting is creating customized winning messages, proof points and offers, accurately predicting their impact, and delivering them directly to individuals What are you doing to segment your clients/data?

  5. Micro-Target Marketing Requirements: Inventory Relevant Data Sets Psychographic Segmentation Test Multiple Messages Multiple Message Distribution Methods Track Impact & Update - P.D.C.A.

  6. Micro-Target Marketing The Backbone - DATA: If we’re going to provide “Inventory relevant data sets,” and “Psychographic Segmentations,” then we’re going to need to develop ways of gathering and storing thedata required by theseactivities. What data systems are you using?

  7. GATHERING DATA Two Primary Methods: • Ask • Interpret

  8. ASKING FOR DATA Methods: • Direct Conversation • Qualifying • Interviewing • Surveys • Polls • . . . Your methods?

  9. ASKING FOR DATA Example: • Direct Conversation “Anticipation is a natural happiness provider . . . Where do you anticipate going next?”

  10. ASKING FOR DATA Example: • Surveys & Polls: • Survey Monkey • Constant Contact • PollEverywhere • Many others

  11. PollEverywhere.com

  12. INTERPRETING DATA This is the method of segmenting your clients through analysis of existing data to predict future behavior

  13. INTERPRETING DATA Examples: Website/Newsletter click-throughs Previous Purchases Important Dates Demographics

  14. INTERPRETING DATA

  15. THANK YOU! For a copy of this presentation, please email me at gsmith@cruiseone.com Questions?

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