Gary E. Smith, ECCCruise World 6/19/12

ENJOY LIFE . . . SELL TRAVEL

• 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

WHY SHOULD YOU CARE?

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.

Micro-Target MarketingDefined:

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?

Micro-Target MarketingRequirements:

•Inventory Relevant Data Sets

•Psychographic Segmentation

•Test Multiple Messages

•Multiple Message Distribution Methods

•Track Impact & Update - P.D.C.A.

Micro-Target MarketingThe 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?

GATHERING DATATwo Primary Methods:

1.Ask

2.Interpret

ASKING FOR DATAMethods:

1.Direct Conversation1.Qualifying

2. Interviewing

2.Surveys

3.Polls

4. . . . Your methods?

ASKING FOR DATAExample: • Direct Conversation

“Anticipation is a natural happiness provider . . . Where do you anticipate going next?”

ASKING FOR DATAExample: • Surveys & Polls:• Survey Monkey

• Constant Contact

• PollEverywhere

• Many others

PollEverywhere.com

INTERPRETING DATAThis is the method of segmenting your clients through analysis of existing data to predict future behavior

INTERPRETING DATAExamples:•Website/Newsletter click-throughs

•Previous Purchases

•Important Dates

•Demographics

INTERPRETING DATA

THANK YOU!

• For a copy of this presentation, please email me at gsmith@cruiseone.com

Questions?