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Sporting Trips 2012-2013
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Sporting Trips 2012-2013

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  • Message – attitudes, behaviors & beliefsPosition vs. differentiation – Flying Car vs. Personal HelicopterCommunication StrategyBrochures, increased awareness with other promotional materialsConversion to SalesEarly response time
  • Low Hanging Fruit135 Dealers signed up for delight onlyTotals $744,975 and we are just at delight
  • Why do we have the DW Dividends program?We can do all of these things for a lot cheaper. Why we really do the dividends program is to drive sales.
  • Year after year we have excellent vacation packages. They go smoothly from recommendation from Helen to implementation.Sporting trips are inconsistent year over year. We don’t have an in depth knowledge of what our customers’ preference are other than type of game they want to hunt.
  • Structure Allows: Allows planning year over year. Customers know that in two years we are going on a higher end fishing trip. Let’s customers know what to expect each year. Removes the inconsistency year over yearBooking Agent:Best possible pricingRepeat Top Qualify ServiceUnlimited Options for Future TripsFamiliarity with Customers’ hunting desires and wishes
  • Take AM InvolvementTrip Point RangesChance to Improve
  • First yearHigh End Hunt (Elk/Mule Deer Combo) – 11,995Weekend Fishing (Dove Blast n Cast) – 2,500Second yearMidrange Whitetail – 4,000-6,000Weekend Trip (Fishing, hog hunt, etc.) – 1,500-3,000Third yearMidrange Fishing Trip (Costa Rica) – 6,250Weekend Trip (hog hunt, bird hunt, etc.) – 1,500 – 3,000
  • Structure Allows: Allows planning year over year. Customers know that in two years we are going on a higher end fishing trip. Let’s customers know what to expect each year. Removes the inconsistency year over year
  • Price Compared with Ranch and Price was in lineVery Quick responsesFree HuntsDelayed Deposits means we can offer a package and if it doesn’t make, we aren’t out anythingLow Minimums means we can send 1-2 people if we want.
  • Josh Becket’s Ranch30 Min Drive to Coast for Fishing
  • Choice of Elk or Mule DeerNeed to register ahead of time for which game they wantOnly trip with minimum. Have to have 8-10 for special pricing.958 = 11,4299 = 11,25010 = 11,111
  • Planning for DW – allows us to better anticipate number of customers for each trip when during planning stages
  • Planning for DW – allows us to better anticipate number of customers for each trip when during planning stages

Transcript

  • 1. 2012 – 2013 DW Dividends
  • 2. • Brand • Recognition & Recall• Message • Position & Differentiation• Communication Strategy • Access to Market• Process & Infrastructure • Conversion to Sales
  • 3. Stats 750< Total < 1,500< Total < 2,750< Total < 4,500< Total < Total < 750 1,500 2,750 4,500 5,595# of Customers 74 35 20 10 5Average Point 351 1,085 1,958 3,526 5,107 TotalSales Increase $295,200 $145,150 $158,400 $97,400 $48,825 Total $744,975
  • 4. • Reasons for DW Dividends Program • Increase customer relationships • Thank customers for business • Increase loyalty • DRIVE SALES!
  • 5. • Vacation Packages • Punta Cana, Dominican Republic • Alaskan Cruise• Sporting Trips • ??
  • 6. • Simplify Sporting Trips• Consider a Booking Agent• Determine 2012-2013 Sporting Trips
  • 7. • Structure • Planning • Expectations • Consistency• Color Code – Orange: Sporting – Green: Vacation – Blue: Delights
  • 8. 3 Year CycleYear 1 Year 2 Year 3
  • 9. • Booking Agent Criteria • Offer Both U.S. and International Trips • Offer Both Hunting and Fishing Options • Provide Top Quality Service • Be Knowledge Center for Trends • Work with DW’s Best Interest at Heart • Great Communication with DW
  • 10. • Riata Hunting Ranches – Mike Gardner • Best Possible Pricing • Solid/Quick Communication Channel • Over 500 Different Hunting/Fishing Packages • Deal Sweeteners • Delayed Deposits • Low to No Minimums
  • 11. Dove Blast’n’CastLocation 624 Ranch – Cotulla, TX (1.5 Hrs South of San Antonio)Size 7,000 AcresDays 4 Days (2 Hunting, 2 Fishing)Includes Meals, Lodging, daily laundry, bass fishing, trucks and drivers, 5 stand sporting clays, adult beverages, swimming pool, boats, guides, tackle and bait.Lodge 9000 sq ft. 5 bedrooms (3 with queen and twin beds, 2 with four twins. 2 large bunk rooms that sleep 6 guests each. Multiplie Cost perCost per Hunters DW Reps Fees Tips Total Cost r Final Customer / .9$1,650 9 1 $0 $150 $18,000 $2,000 2,222 2,500$1,650 15 2 $0 $150 $30,600 $2,040 2,267 2,500
  • 12. King RanchLocation King RanchSize 1,250,000 AcresDays 3Days, 3 NightsIncludes Meals, Lodging, guides, and game careLodge On site Multiplie Cost perCost per Hunters DW Reps Fees Tips Total Cost r Final Customer / .9$4,700 10 2 $125 $200 $60,300 $6,030 6,700 6,950
  • 13. New Mexico Mule Deer/ElkLocation Chama, NMSize 37,000 AcresDays 5 Days, 4 NightsIncludes choice of Elk or Mule Deer, lodging on ranch, guides, game and trophy care, meals, tips, licenses (includes everything but taxidermy and transportation to and from ranch) Multiplie Cost perCost per Hunters DW Reps Fees Tips Total Cost r Final Customer / .9$9,500 7 1 $0 $0 $76,000 $10,857 12,063 11,995$9,500 8 1 $0 $0 $85,500 $10,688 11,875 11,995$9,500 9 1 $0 $0 $95,000 $10,556 11,728 11,995
  • 14. • Add Structure to Sporting Trips • More accurate planning for DW • Offer packages in all price ranges so everyone can participate more • Target growth customers
  • 15. Results• Booking Agent • Better idea of what customers really want to do