Travel Agent- March 30, 2009 - (Page 38) CRUISES NOW, MAKE THE SALE WHILE THE CRUISE VALUE PROPOSITION ISN’T NEW, now is a great time to re-emphasize it to clients in search of an affordable vacation. “Hands down, cruising is the best value for a vacation right now, especially when you factor in the all-inclusive aspect of it—food, accommodations and entertainment,” says Andi McClure-Mysza, president of MTravel.com. “And, you get to see multiple destinations without packing/unpacking.” But how do you sell in this economy? How can you enhance your marketing and sales efforts? Here are a few ideas. BEGIN AT SCORE: Sometimes smallbusiness owners just need a fresh look at how to approach the marketplace. SCORE (www.score.org), a non-profit organization of retired business executives, will assist small businesses with free counseling and business resources. Introduced this month, new “Accelerate” toolkits at (www.score. org/accelerate) contain helpful articles, templates, podcasts and workshops. March’s topic is “Accelerate Your Sales,” with one podcast about “Marketing Your Business in a Weak Economy.” April’s toolkit will focus on how to increase profits. STRESS VALUE: Revamp any cruise communications going to clients. Even in luxury sales, “indulgence” is out. “Value” is today’s buzzword. Look to such value38 | TravelAgent March 30, 2009 added examples as Disney Cruise Line (www.disneytravelagents.com), which recently cut kids’ fares in half; Oceania Cruises (www.oceaniacruises.com), which offers two-for-one pricing and free air; and Silversea Cruises (www.silversea.com), now selling many inclusive luxury cruises at up to 50 percent off. Also, let clients know if any lines are offering reduced deposits. Promote river cruising as an inclusive option to those who might typically take a land-based European vacation. Stress that there may never be a better time to cruise. PROMOTE USING FREE RESOURCES: Start a travel blog and link it to your website. Join such online social networks as Facebook, Twitter, or MySpace. Write a free travel column for a local weekly newspaper or advertising flyer. Utilize cruise line postcards and other personalized supplier collateral. Copy and distribute Travel Agent magazine’s article “Seven Top Reasons to Take a Cruise Vacation This Year” (page 36). Tell customers you know it’s been a challenging economic year, but everyone deserves a great vacation. Emphasize that you have value-added ideas to fit any budget. TOOT YOUR OWN HORN: Create marketplace excitement to snag new cruise customers. For instance, agents might mimic the approach of Ellen Sack, The Barge Lady Cruises (www.bargeladycruises.com). A veteran barge broker who pays agent commission, Sack sent out a succinct press release to media about her “Top 10 Barge Values List,” with savings up to 50 percent. She briefly detailed one barging example and referred consumers to her website for the full list. Follow a similar approach, tailoring the topic to your area of expertise, such as “The Top Five Family Value Cruises.” After you’ve sent the release, copy and send it as an FYI to clients. To learn how to write a press release, visit www.wikihow.com. PARTY HEARTY WITH FRIENDS: Plan a “Beat the Recession Party.” Many restaurants are experiencing lower-thannormal sales, so they might consider providing free food or food at cost, to showcase their offerings. Partner with the restaurant and three or four other non-competing firms to co-sponsor the event. Pick a fun, appealing theme such as “Cheeseburger in Paradise” with burgers, smoothies and tropical decorations. Award prizes. Don’t sell aggressively. Chat and mingle. Place prominent cruise deals on easels around the room. Offer an incentive for anyone booking today. Spend one-on-one face time with your clients and find out what’s happening in their world. Ask non-clients where they love to vacation and let them know what you do. Follow up and promote your best value deals. — SUSAN J. YOUNG http://www.disneytravelagents.com http://www.oceaniacruises.com http://www.silversea.com http://www.MTravel.com http://www.wikihow.com http://www.score.org http://www.score.org/accelerate http://www.score.org/accelerate http://www.bargeladycruises.com
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