Finding and Keeping Clients

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This session will address purchasing leads, keywords, advertising, direct mail and other options. We will also explore email, social networking and other digital options.

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Finding and Keeping Clients

  1. 1. Out of courtesy to others, please silence your cell phone. Thanks.
  2. 2. FINDING AND KEEPING CLIENTS Presented by: Sherrie & Charlie Funk Co-owners, Just Cruisin’ Plus
  3. 3. New clients are important…
  4. 4. New clients are important… <ul><li>Not always the most desirable. </li></ul>
  5. 5. New clients are important… <ul><li>Not always the most desirable. </li></ul><ul><ul><li>Takes more money and time to obtain </li></ul></ul>
  6. 6. New clients are important… <ul><li>Not always the most desirable. </li></ul><ul><ul><li>Takes more money and time to obtain </li></ul></ul><ul><li>Decline in on-line bookings for leisure travel. </li></ul>
  7. 7. What type of client do you want to pursue? <ul><li>Those who: </li></ul>
  8. 8. What type of client do you want to pursue? <ul><li>Those who: </li></ul><ul><ul><li>Believe, regardless of the amount they are spending, that their time is better spent not researching vacation travel . </li></ul></ul>
  9. 9. What type of client do you want to pursue? <ul><li>Those who: </li></ul><ul><ul><li>Believe, regardless of the amount they are spending, that their time is better spent not researching vacation travel . </li></ul></ul><ul><ul><li>Don’t want to risk , regardless of the amount they spend, making a mistake and having problems with their vacation . </li></ul></ul>
  10. 10. What type of client do you want to avoid? <ul><li>Those who: </li></ul>
  11. 11. What type of client do you want to avoid? <ul><li>Those who: </li></ul><ul><ul><li>Think they are as smart as, or smarter than you, and can do it themselves . </li></ul></ul>
  12. 12. What type of client do you want to avoid? <ul><li>Those who: </li></ul><ul><ul><li>Think they are as smart as, or smarter than you, and can do it themselves . </li></ul></ul><ul><ul><li>Looking for the agency who will rebate the most and give away profit. </li></ul></ul>
  13. 13. Finding new clients can be expensive….
  14. 14. Finding new clients can be expensive…. <ul><li>Based on cost per converted lead </li></ul>
  15. 15. Purchased Leads <ul><li>Tripology </li></ul>
  16. 16. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Potentially one of the more cost effective tools </li></ul></ul>
  17. 17. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Potentially one of the more cost effective tools </li></ul></ul><ul><ul><ul><li>$5.00 for a lead </li></ul></ul></ul>
  18. 18. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Potentially one of the more cost effective tools </li></ul></ul><ul><ul><ul><li>$5.00 for a lead </li></ul></ul></ul><ul><ul><ul><li>Shared with two other agencies </li></ul></ul></ul>
  19. 19. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Two distinct lead types </li></ul></ul>
  20. 20. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Two distinct lead types </li></ul></ul><ul><ul><ul><li>Looking for agent who will rebate the most </li></ul></ul></ul>
  21. 21. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Two distinct lead types </li></ul></ul><ul><ul><ul><li>Looking for agent who will rebate the most </li></ul></ul></ul><ul><ul><ul><li>Looking for an expert for the trip they want to take </li></ul></ul></ul>
  22. 22. Purchased Leads <ul><li>Tripology </li></ul><ul><ul><li>Two distinct lead types </li></ul></ul><ul><ul><ul><li>Looking for agent who will rebate the most </li></ul></ul></ul><ul><ul><ul><li>Looking for an expert for the trip they want to take </li></ul></ul></ul><ul><ul><li>Drill down, drill down, drill down </li></ul></ul>
  23. 23. Purchased Keywords
  24. 24. Purchased Keywords <ul><li>“Carnival cruise” - $4.96 </li></ul>
  25. 25. Purchased Keywords <ul><li>“Carnival cruise” - $4.96 </li></ul><ul><li>“Royal Caribbean cruise” - $8.90 </li></ul>
  26. 26. Purchased Keywords <ul><li>“Carnival cruise” - $4.96 </li></ul><ul><li>“Royal Caribbean cruise” - $8.90 </li></ul><ul><li>“Caribbean cruise - $5.18 vs $2.38 two years ago </li></ul>
  27. 27. Purchased Keywords <ul><li>“Carnival cruise” - $4.96 </li></ul><ul><li>“Royal Caribbean cruise” - $8.90 </li></ul><ul><li>“Caribbean cruise - $5.18 vs $2.38 two years ago </li></ul><ul><li>Click to book ratio </li></ul>
  28. 28. Purchased Keywords <ul><li>“Carnival cruise” - $4.96 </li></ul><ul><li>“Royal Caribbean cruise” - $8.90 </li></ul><ul><li>“Caribbean cruise - $5.18 vs $2.38 two years ago </li></ul><ul><li>Click to book ratio </li></ul><ul><li>Keyword ban by cruise lines </li></ul>
  29. 29. Electronic Media Ads <ul><li>Television </li></ul>
  30. 30. Electronic Media Ads <ul><li>Television </li></ul><ul><ul><li>Shotgun approach </li></ul></ul>
  31. 31. Electronic Media Ads <ul><li>Television </li></ul><ul><ul><li>Shotgun approach </li></ul></ul><ul><ul><li>Cost in the $100 to several hundred dollars per 1,000 impressions </li></ul></ul>
  32. 32. Electronic Media Ads <ul><li>Radio </li></ul>
  33. 33. Electronic Media Ads <ul><li>Radio </li></ul><ul><ul><li>Cost per thousand is also high </li></ul></ul>
  34. 34. Electronic Media Ads <ul><li>Radio </li></ul><ul><ul><li>Cost per thousand is also high </li></ul></ul><ul><ul><li>Not as high as TV </li></ul></ul>
  35. 35. Electronic Media Ads <ul><li>Radio </li></ul><ul><ul><li>Cost per thousand is also high </li></ul></ul><ul><ul><li>Not as high as TV </li></ul></ul><ul><ul><li>May be a sleeper </li></ul></ul>
  36. 36. Electronic Media Ads <ul><li>Radio </li></ul><ul><ul><li>Cost per thousand is also high </li></ul></ul><ul><ul><li>Not as high as TV </li></ul></ul><ul><ul><li>May be a sleeper </li></ul></ul><ul><ul><li>Use to drive web traffic </li></ul></ul>
  37. 37. Electronic Media Ads <ul><li>Radio </li></ul><ul><ul><li>Cost per thousand is also high </li></ul></ul><ul><ul><li>Not as high as TV </li></ul></ul><ul><ul><li>May be a sleeper </li></ul></ul><ul><ul><li>Use to drive web traffic </li></ul></ul><ul><ul><ul><li>Key – simple, easy url </li></ul></ul></ul>
  38. 38. Print Ads
  39. 39. Print Ads <ul><li>Cost per thousand is lower </li></ul>
  40. 40. Print Ads <ul><li>Cost per thousand is lower </li></ul><ul><li>Effective in some markets, not in others </li></ul>
  41. 41. Print Ads <ul><li>Cost per thousand is lower </li></ul><ul><li>Effective in some markets, not in others </li></ul><ul><li>Cost per closed sale can be high. </li></ul>
  42. 42. Finding New Clients <ul><li>Regardless of method: </li></ul>
  43. 43. Finding New Clients <ul><li>Regardless of method: </li></ul><ul><ul><li>Must get in front of contact 5 to 7 times before they ever CONTACT you. </li></ul></ul>
  44. 44. Finding New Clients <ul><li>Regardless of method: </li></ul><ul><ul><li>Must get in front of contact 5 to 7 times before they ever CONTACT you. </li></ul></ul><ul><ul><li>Then you must sell them. </li></ul></ul>
  45. 45. Most Economical Methods for Finding New Clients
  46. 46. Most Economical Methods for Finding New Clients <ul><li>Referrals from past clients (word-of-mouth) </li></ul>
  47. 47. Most Economical Methods for Finding New Clients <ul><li>Referrals from past clients (word-of-mouth) </li></ul><ul><li>Social Media </li></ul>
  48. 48. Social Media <ul><li>What is it? </li></ul>
  49. 49. Social Media <ul><li>What is it? </li></ul><ul><ul><li>A category of online media where people are: </li></ul></ul>
  50. 50. Social Media <ul><li>What is it? </li></ul><ul><ul><li>A category of online media where people are: </li></ul></ul><ul><ul><ul><li>Talking </li></ul></ul></ul>
  51. 51. Social Media <ul><li>What is it? </li></ul><ul><ul><li>A category of online media where people are: </li></ul></ul><ul><ul><ul><li>Talking </li></ul></ul></ul><ul><ul><ul><li>Participating </li></ul></ul></ul>
  52. 52. Social Media <ul><li>What is it? </li></ul><ul><ul><li>A category of online media where people are: </li></ul></ul><ul><ul><ul><li>Talking </li></ul></ul></ul><ul><ul><ul><li>Participating </li></ul></ul></ul><ul><ul><ul><li>Sharing </li></ul></ul></ul>
  53. 53. Social Media <ul><li>What is it? </li></ul><ul><ul><li>A category of online media where people are: </li></ul></ul><ul><ul><ul><li>Talking </li></ul></ul></ul><ul><ul><ul><li>Participating </li></ul></ul></ul><ul><ul><ul><li>Sharing </li></ul></ul></ul><ul><ul><ul><li>Networking </li></ul></ul></ul>
  54. 54. Social Media <ul><li>What is it? </li></ul><ul><ul><li>A category of online media where people are: </li></ul></ul><ul><ul><ul><li>Talking </li></ul></ul></ul><ul><ul><ul><li>Participating </li></ul></ul></ul><ul><ul><ul><li>Sharing </li></ul></ul></ul><ul><ul><ul><li>Networking </li></ul></ul></ul><ul><ul><ul><li>Bookmarking online </li></ul></ul></ul>
  55. 55. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul>
  56. 56. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul><ul><ul><li>IT’S FUN!!! </li></ul></ul>
  57. 57. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul><ul><ul><li>IT’S FUN!!! </li></ul></ul><ul><li>Easy to share: </li></ul>
  58. 58. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul><ul><ul><li>IT’S FUN!!! </li></ul></ul><ul><li>Easy to share: </li></ul><ul><ul><li>Your ideas </li></ul></ul>
  59. 59. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul><ul><ul><li>IT’S FUN!!! </li></ul></ul><ul><li>Easy to share: </li></ul><ul><ul><li>Your ideas </li></ul></ul><ul><ul><li>Your photos </li></ul></ul>
  60. 60. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul><ul><ul><li>IT’S FUN!!! </li></ul></ul><ul><li>Easy to share: </li></ul><ul><ul><li>Your ideas </li></ul></ul><ul><ul><li>Your photos </li></ul></ul><ul><ul><li>Your videos </li></ul></ul>
  61. 61. Social Media <ul><li>Has shot to the forefront of people’s attention because </li></ul><ul><ul><li>IT’S FUN!!! </li></ul></ul><ul><li>Easy to share: </li></ul><ul><ul><li>Your ideas </li></ul></ul><ul><ul><li>Your photos </li></ul></ul><ul><ul><li>Your videos </li></ul></ul><ul><ul><li>Your likes and dislikes </li></ul></ul>
  62. 62. Social Media <ul><li>You can: </li></ul>
  63. 63. Social Media <ul><li>You can: </li></ul><ul><ul><li>Find friends and business contacts </li></ul></ul>
  64. 64. Social Media <ul><li>You can: </li></ul><ul><ul><li>Find friends and business contacts </li></ul></ul><ul><ul><li>Become part of a community or a bunch of different communities </li></ul></ul>
  65. 65. Social Media <ul><li>Social media gives you what TV never could </li></ul>
  66. 66. Social Media <ul><li>Social media gives you what TV never could </li></ul><ul><ul><li>A chance to be engaged and engage others </li></ul></ul>
  67. 67. Social Media Venues <ul><li>Email </li></ul>
  68. 68. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul>
  69. 69. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Social sites </li></ul>
  70. 70. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Social sites </li></ul><ul><ul><li>Facebook </li></ul></ul>
  71. 71. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Social sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  72. 72. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Social sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>You Tube </li></ul></ul>
  73. 73. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Social sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>MySpace </li></ul></ul>
  74. 74. Social Media Venues <ul><li>Email </li></ul><ul><li>Blogs </li></ul><ul><li>Social sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>
  75. 75. Why is Social Media Important?
  76. 76. Why is Social Media Important? <ul><li>75% of Americans use social media </li></ul>
  77. 77. Why is Social Media Important? <ul><li>75% of Americans use social media </li></ul><ul><li>Social site visiting is now the 4 th most popular online activity </li></ul>
  78. 78. Why is Social Media Important? <ul><li>93% of social media users believe their company should have a social media presence </li></ul>
  79. 79. Why is Social Media Important? <ul><li>93% of social media users believe their company should have a social media presence </li></ul><ul><li>IT LEVELS THE PLAYING FIELD WITH THE MEGAS </li></ul>
  80. 80. Who can you reach through Social Networking?
  81. 81. Who can you reach through Social Networking? <ul><li>World War II (Silent) </li></ul>
  82. 82. Who can you reach through Social Networking? <ul><li>World War II (Silent) </li></ul><ul><li>Baby Boomers </li></ul>
  83. 83. Who can you reach through Social Networking? <ul><li>World War II (Silent) </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Gen X </li></ul>
  84. 84. Who can you reach through Social Networking? <ul><li>World War II (Silent) </li></ul><ul><li>Baby Boomers </li></ul><ul><li>Gen X </li></ul><ul><li>Gen Y (Millennials) </li></ul>
  85. 85. World War II Silent Generation
  86. 86. World War II Silent Generation
  87. 87. World War II Silent Generation
  88. 88. World War II Silent Generation
  89. 89. World War II Silent Generation <ul><li>52.5 million </li></ul>
  90. 90. World War II Silent Generation <ul><li>52.5 million </li></ul><ul><li>Born between 1925 and 1944 </li></ul>
  91. 91. World War II Silent Generation <ul><li>52.5 million </li></ul><ul><li>Born between 1925 and 1944 </li></ul><ul><li>90% use Facebook </li></ul>
  92. 92. World War II Silent Generation <ul><li>52.5 million </li></ul><ul><li>Born between 1925 and 1944 </li></ul><ul><li>90% use Facebook </li></ul><ul><li>23% use MySpace </li></ul>
  93. 93. World War II Silent Generation <ul><li>52.5 million </li></ul><ul><li>Born between 1925 and 1944 </li></ul><ul><li>90% use Facebook </li></ul><ul><li>23% use MySpace </li></ul><ul><li>17% use Twitter </li></ul>
  94. 94. World War II Silent Generation <ul><li>52.5 million </li></ul><ul><li>Born between 1925 and 1944 </li></ul><ul><li>90% use Facebook </li></ul><ul><li>23% use MySpace </li></ul><ul><li>17% use Twitter </li></ul><ul><li>4% use LinkedIn </li></ul>
  95. 95. Baby Boomers
  96. 96. Baby Boomers
  97. 97. Baby Boomers
  98. 98. Baby Boomers
  99. 99. Baby Boomers
  100. 100. Baby Boomers
  101. 101. Baby Boomers <ul><li>78.2 million </li></ul>
  102. 102. Baby Boomers <ul><li>78.2 million </li></ul><ul><li>Born between 1945 and 1964 </li></ul>
  103. 103. Baby Boomers <ul><li>78.2 million </li></ul><ul><li>Born between 1945 and 1964 </li></ul><ul><li>73% use Facebook </li></ul>
  104. 104. Baby Boomers <ul><li>78.2 million </li></ul><ul><li>Born between 1945 and 1964 </li></ul><ul><li>73% use Facebook </li></ul><ul><li>40% use MySpace </li></ul>
  105. 105. Baby Boomers <ul><li>78.2 million </li></ul><ul><li>Born between 1945 and 1964 </li></ul><ul><li>73% use Facebook </li></ul><ul><li>40% use MySpace </li></ul><ul><li>13% use Twitter </li></ul>
  106. 106. Baby Boomers <ul><li>78.2 million </li></ul><ul><li>Born between 1945 and 1964 </li></ul><ul><li>73% use Facebook </li></ul><ul><li>40% use MySpace </li></ul><ul><li>13% use Twitter </li></ul><ul><li>13% use LinkedIn </li></ul>
  107. 107. Gen X
  108. 108. Gen X
  109. 109. Gen X
  110. 110. Gen X
  111. 111. Gen X
  112. 112. Gen X
  113. 113. Gen X
  114. 114. Gen X <ul><li>69.5 million </li></ul>
  115. 115. Gen X <ul><li>69.5 million </li></ul><ul><li>Born between 1965 and 1984 </li></ul>
  116. 116. Gen X <ul><li>69.5 million </li></ul><ul><li>Born between 1965 and 1984 </li></ul><ul><li>76% use Facebook </li></ul>
  117. 117. Gen X <ul><li>69.5 million </li></ul><ul><li>Born between 1965 and 1984 </li></ul><ul><li>76% use Facebook </li></ul><ul><li>57% use MySpace </li></ul>
  118. 118. Gen X <ul><li>69.5 million </li></ul><ul><li>Born between 1965 and 1984 </li></ul><ul><li>76% use Facebook </li></ul><ul><li>57% use MySpace </li></ul><ul><li>18% use Twitter </li></ul>
  119. 119. Gen X <ul><li>69.5 million </li></ul><ul><li>Born between 1965 and 1984 </li></ul><ul><li>76% use Facebook </li></ul><ul><li>57% use MySpace </li></ul><ul><li>18% use Twitter </li></ul><ul><li>13% use LinkedIn </li></ul>
  120. 120. Gen Y (Millennials)
  121. 121. Gen Y (Millennials)
  122. 122. Gen Y (Millennials)
  123. 123. Gen Y (Millennials)
  124. 124. Gen Y (Millennials)
  125. 125. Gen Y (Millennials)
  126. 126. Gen Y (Millennials)
  127. 127. Gen Y (Millennials) <ul><li>100 million (or more) </li></ul>
  128. 128. Gen Y (Millennials) <ul><li>100 million (or more) </li></ul><ul><li>Born between 1985 and 2010 </li></ul>
  129. 129. Gen Y (Millennials) <ul><li>100 million (or more) </li></ul><ul><li>Born between 1985 and 2010 </li></ul><ul><li>61% use Facebook </li></ul>
  130. 130. Gen Y (Millennials) <ul><li>100 million (or more) </li></ul><ul><li>Born between 1985 and 2010 </li></ul><ul><li>61% use Facebook </li></ul><ul><li>65% use MySpace </li></ul>
  131. 131. Gen Y (Millennials) <ul><li>100 million (or more) </li></ul><ul><li>Born between 1985 and 2010 </li></ul><ul><li>61% use Facebook </li></ul><ul><li>65% use MySpace </li></ul><ul><li>9% use Twitter </li></ul>
  132. 132. Gen Y (Millennials) <ul><li>100 million (or more) </li></ul><ul><li>Born between 1985 and 2010 </li></ul><ul><li>61% use Facebook </li></ul><ul><li>65% use MySpace </li></ul><ul><li>9% use Twitter </li></ul><ul><li>0% use LinkedIn </li></ul>
  133. 133. Facebook
  134. 134. How a Facebook Fan Page Can Help Your Agency
  135. 135. How a Facebook Fan Page Can Help Your Agency <ul><li>Lets you interact with your customers </li></ul>
  136. 136. How a Facebook Fan Page Can Help Your Agency <ul><li>Lets you interact with your customers </li></ul><ul><li>Allows you to email updates to your fans </li></ul>
  137. 137. How a Facebook Fan Page Can Help Your Agency <ul><li>Lets you interact with your customers </li></ul><ul><li>Allows you to email updates to your fans </li></ul><ul><li>ALLOWS YOU TO BRAND YOUR AGENCY at moderate cost (mostly your time) </li></ul>
  138. 138. How a Facebook Fan Page Can Help Your Agency <ul><li>Lets you interact with your customers </li></ul><ul><li>Allows you to email updates to your fans </li></ul><ul><li>ALLOWS YOU TO BUILD BRAND IDEN-TITY at moderate cost (mostly your time) </li></ul><ul><li>Network finds new potential customers who will become fans of your agency </li></ul>
  139. 139. Facebook Best Practices
  140. 140. Facebook Best Practices <ul><li>Create a story, not a sale! </li></ul>
  141. 141. Facebook Best Practices <ul><li>Create a story, not a sale! </li></ul><ul><li>Appeal to your audience </li></ul>
  142. 142. Facebook Best Practices <ul><li>Create a story, not a sale! </li></ul><ul><li>Post regularly </li></ul><ul><li>Appeal to your audience </li></ul>
  143. 143. Facebook Best Practices <ul><li>Create a story, not a sale! </li></ul><ul><li>Post regularly </li></ul><ul><li>Appeal to your audience </li></ul><ul><li>Create groups </li></ul>
  144. 144. Facebook Best Practices <ul><li>Creating Groups </li></ul>
  145. 145. Facebook Best Practices <ul><li>Creating Groups </li></ul><ul><ul><li>From your Home page </li></ul></ul>
  146. 146. Facebook Best Practices <ul><li>Creating Groups </li></ul><ul><ul><li>From your Home page </li></ul></ul><ul><ul><ul><li>Click on Groups on the left hand side of the page </li></ul></ul></ul>
  147. 147. Facebook Best Practices <ul><li>Creating Groups </li></ul><ul><ul><li>From your Home page </li></ul></ul><ul><ul><ul><li>Click on Groups on the left hand side of the page </li></ul></ul></ul><ul><ul><ul><li>Then, click on “Create a Group” at the top of the page </li></ul></ul></ul>
  148. 148. Twitter
  149. 149. Twitter Best Practices
  150. 150. Twitter Best Practices <ul><li>Don’t advertise blatantly! </li></ul>
  151. 151. Twitter Best Practices <ul><li>Don’t advertise blatantly! </li></ul><ul><li>Post regularly, especially supplier sales </li></ul>
  152. 152. Twitter Best Practices <ul><li>Don’t advertise blatantly! </li></ul><ul><li>Post regularly, especially supplier sales </li></ul><ul><li>Quality over Quantity </li></ul>
  153. 153. Blogs
  154. 154. Bloggers’ Best Practices
  155. 155. Bloggers’ Best Practices <ul><li>Grammar, punctuation and spelling!!! </li></ul>
  156. 156. Bloggers’ Best Practices <ul><li>Grammar, punctuation and spelling!!! </li></ul><ul><li>Scheduled blogging is not important. </li></ul>
  157. 157. Bloggers’ Best Practices <ul><li>Grammar, punctuation and spelling!!! </li></ul><ul><li>Scheduled blogging is not important. </li></ul><ul><li>Make it entertaining to the reader. </li></ul>
  158. 158. Bloggers’ Best Practices <ul><li>Grammar, punctuation and spelling!!! </li></ul><ul><li>Scheduled blogging is not important. </li></ul><ul><li>Make it entertaining to the reader. </li></ul><ul><li>Make it YOU!!! </li></ul>
  159. 159. The Seven Deadly Sins of Social Media Used for Business
  160. 160. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul>
  161. 161. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul><ul><li>Inappropriate language </li></ul>
  162. 162. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul><ul><li>Inappropriate language </li></ul><ul><li>Repetitive promotional posts </li></ul>
  163. 163. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul><ul><li>Inappropriate language </li></ul><ul><li>Repetitive promotional posts </li></ul><ul><li>Sexual orientation </li></ul>
  164. 164. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul><ul><li>Inappropriate language </li></ul><ul><li>Repetitive promotional posts </li></ul><ul><li>Sexual orientation </li></ul><ul><li>Racism </li></ul>
  165. 165. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul><ul><li>Inappropriate language </li></ul><ul><li>Repetitive promotional posts </li></ul><ul><li>Sexual orientation </li></ul><ul><li>Racism </li></ul><ul><li>Religion </li></ul>
  166. 166. The Seven Deadly Sins of Social Media Used for Business <ul><li>Improper grammar and spelling </li></ul><ul><li>Inappropriate language </li></ul><ul><li>Repetitive promotional posts </li></ul><ul><li>Sexual orientation </li></ul><ul><li>Racism </li></ul><ul><li>Religion </li></ul><ul><li>Politics </li></ul>
  167. 167. How to Succeed with Social Media
  168. 168. How to Succeed with Social Media <ul><li>Think kindergarten </li></ul>
  169. 169. How to Succeed with Social Media <ul><li>Think kindergarten </li></ul><ul><ul><li>Have fun </li></ul></ul>
  170. 170. How to Succeed with Social Media <ul><li>Think kindergarten </li></ul><ul><ul><li>Have fun </li></ul></ul><ul><ul><li>Be nice </li></ul></ul>
  171. 171. How to Succeed with Social Media <ul><li>Think kindergarten </li></ul><ul><ul><li>Have fun </li></ul></ul><ul><ul><li>Be nice </li></ul></ul><ul><ul><li>Share </li></ul></ul>
  172. 172. Afraid to Jump into Social Media?
  173. 173. Afraid to Jump into Social Media? <ul><li>www.socialgirlmarketing.com </li></ul>
  174. 174. Customer Retention
  175. 175. First Sale to Customer
  176. 176. First Sale to Customer <ul><li>Is THE most expensive sale you’ll make to them. </li></ul>
  177. 177. First Sale to Customer <ul><li>Is THE most expensive sale you’ll make to them. </li></ul><ul><ul><li>Time to qualify the client </li></ul></ul>
  178. 178. First Sale to Customer <ul><li>Is THE most expensive sale you’ll make to them. </li></ul><ul><ul><li>Time to qualify the client </li></ul></ul><ul><ul><li>Time to learn likes and dislikes </li></ul></ul>
  179. 179. First Sale to Customer <ul><li>Is THE most expensive sale you’ll make to them. </li></ul><ul><ul><li>Time to qualify the client </li></ul></ul><ul><ul><li>Time to learn likes and dislikes </li></ul></ul><ul><ul><li>Time to answer the three dozen questions that will arise </li></ul></ul>
  180. 180. Repeat Business
  181. 181. Repeat Business <ul><li>Gets progressively less expensive </li></ul>
  182. 182. Repeat Business <ul><li>Gets progressively less expensive </li></ul><ul><li>Example: 18-day segment of world cruise </li></ul><ul><ul><li>$23,000, takes longer to tell about it than to book it </li></ul></ul>
  183. 183. Repeat Business <ul><li>Gets progressively less expensive </li></ul><ul><li>Example: 18-day segment of world cruise </li></ul><ul><ul><li>$23,000, takes longer to tell about it than to book it </li></ul></ul><ul><li>Example: Client is fan of one cruise line </li></ul><ul><ul><li>Probably has a deck named after them. They book onboard and monitor rates for drop </li></ul></ul>
  184. 184. What is your client retention rate?
  185. 185. What is your client retention rate? <ul><li>Definition of “Client Retention Rate” </li></ul>
  186. 186. What is your client retention rate? <ul><li>Definition of “Client Retention Rate” </li></ul><ul><ul><li>The percentage of customer relationships that, once established, a travel agency is able to maintain on a long-term basis </li></ul></ul>
  187. 187. Travel Agency Customer Retention Rates
  188. 188. Travel Agency Customer Retention Rates <ul><li>Royal Caribbean says 20% </li></ul>
  189. 189. Travel Agency Customer Retention Rates <ul><li>Royal Caribbean says 20% </li></ul><ul><li>NCL says 25% </li></ul>
  190. 190. Travel Agency Customer Retention Rates <ul><li>Royal Caribbean says 20% </li></ul><ul><li>NCL says 25% </li></ul><ul><li>Carnival says 30% </li></ul>
  191. 191. Travel Agency Customer Retention Rates <ul><li>Royal Caribbean says 20% </li></ul><ul><li>NCL says 25% </li></ul><ul><li>Carnival says 30% </li></ul><ul><li>They KNOW because THEY book the same clients at times when you don’t. </li></ul>
  192. 192. Client Retention Threats
  193. 193. Client Retention Threats <ul><li>Cruise line direct bookings </li></ul>
  194. 194. Client Retention Threats <ul><li>Cruise line direct bookings </li></ul><ul><ul><li>Remember which sale is the most expensive? </li></ul></ul>
  195. 195. Client Retention Threat <ul><li>Cruise line direct bookings </li></ul><ul><ul><li>Remember which sale is the most expensive? </li></ul></ul><ul><ul><li>Cruise lines know and are happy for you to make the first sale for them </li></ul></ul>
  196. 196. Client Retention Threat <ul><li>Cruise line direct bookings </li></ul><ul><ul><li>Remember which sale is the most expensive? </li></ul></ul><ul><ul><li>Cruise lines know and are happy for you to make the first sale for them </li></ul></ul><ul><ul><li>They then take the low-hanging fruit on the second and succeeding sales. </li></ul></ul>
  197. 197. Client Retention Threats <ul><li>Data from sources we trust: </li></ul>
  198. 198. Client Retention Threats <ul><li>Data from sources we trust: </li></ul><ul><ul><li>Royal Caribbean is taking 16% direct </li></ul></ul>
  199. 199. Client Retention Threats <ul><li>Data from sources we trust: </li></ul><ul><ul><li>Royal Caribbean is taking 16% direct </li></ul></ul><ul><ul><li>NCL is taking 33% direct </li></ul></ul>
  200. 200. Client Retention Threats <ul><li>Data from sources we trust: </li></ul><ul><ul><li>Royal Caribbean is taking 16% direct </li></ul></ul><ul><ul><li>NCL is taking 33% direct </li></ul></ul><ul><ul><li>Carnival is taking 50% direct </li></ul></ul>
  201. 201. Client Retention Actions
  202. 202. Client Retention Actions <ul><li>Five Questions You Must Always Ask </li></ul><ul><ul><li>John Jantsch, writer for Duct Tape Marketing </li></ul></ul>
  203. 203. Five Questions You Must Always Ask
  204. 204. Five Questions You Must Always Ask <ul><li>What made you decide to do business with us in the first place? </li></ul>
  205. 205. Five Questions You Must Always Ask <ul><li>What made you decide to do business with us in the first place? </li></ul><ul><li>What’s one thing we do better than others you do business with? </li></ul>
  206. 206. Five Questions You Must Always Ask <ul><li>What made you decide to do business with us in the first place? </li></ul><ul><li>What’s one thing we do better than others you do business with? </li></ul><ul><li>What’s one thing we could do to create a better experience for you? </li></ul>
  207. 207. Five Questions You Must Always Ask <ul><li>What made you decide to do business with us in the first place? </li></ul><ul><li>What’s one thing we do better than others you do business with? </li></ul><ul><li>What’s one thing we could do to create a better experience for you? </li></ul><ul><li>Do you refer us to others, and if so why? </li></ul>
  208. 208. Five Questions You Must Always Ask <ul><li>What made you decide to do business with us in the first place? </li></ul><ul><li>What’s one thing we do better than others you do business with? </li></ul><ul><li>What’s one thing we could do to create a better experience for you? </li></ul><ul><li>Do you refer us to others, and if so why? </li></ul><ul><li>What would you/did you “Google” to find a business like ours? </li></ul>
  209. 209. Client Retention Actions
  210. 210. Client Retention Actions <ul><li>STAY IN TOUCH WITH YOUR CLIENTS!! </li></ul>
  211. 211. Client Retention Actions <ul><li>STAY IN TOUCH WITH YOUR CLIENTS!! </li></ul><ul><ul><li>If you don’t, the suppliers will. </li></ul></ul>
  212. 212. Client Retention Actions <ul><li>STAY IN TOUCH WITH YOUR CLIENTS!! </li></ul><ul><ul><li>If you don’t, the suppliers will. </li></ul></ul><ul><ul><ul><li>Princess email program prior to sailing </li></ul></ul></ul>
  213. 213. Client Retention Actions <ul><li>STAY IN TOUCH WITH YOUR CLIENTS!! </li></ul><ul><ul><li>If you don’t, the suppliers will. </li></ul></ul><ul><ul><ul><li>Princess email program prior to sailing </li></ul></ul></ul><ul><ul><ul><li>NCL inside sales contacting your clients for their next cruise BEFORE they’ve taken their first one </li></ul></ul></ul>
  214. 214. Client Retention Actions <ul><ul><li>Call past passengers for no particular reason other than to check in. </li></ul></ul>
  215. 215. Client Retention Actions <ul><ul><li>Call past passengers for no particular reason other than to check in. </li></ul></ul><ul><ul><ul><li>Casually ask about what their vacation plans are </li></ul></ul></ul>
  216. 216. Client Retention Actions <ul><ul><li>Call past passengers for no particular reason other than to check in. </li></ul></ul><ul><ul><ul><li>Casually ask about what their vacation plans are </li></ul></ul></ul><ul><ul><ul><li>Best time to call is around the time they usually contact you to begin planning a vacation </li></ul></ul></ul>
  217. 217. Client Retention Actions <ul><li>Direct Mail </li></ul>
  218. 218. Client Retention Actions <ul><li>Direct Mail </li></ul><ul><ul><li>Done properly, one of the most cost-effective forms of advertising </li></ul></ul>
  219. 219. Client Retention Actions <ul><li>Direct Mail </li></ul><ul><ul><li>Done properly, one of the most cost-effective forms of advertising </li></ul></ul><ul><ul><ul><li>Prizm, Cohorts, etc. </li></ul></ul></ul>
  220. 220. Client Retention Actions <ul><li>Email/E-blasts </li></ul>
  221. 221. Client Retention Actions <ul><li>Email/E-blasts </li></ul><ul><ul><li>Use a service such as Constant Contact to produce professional email </li></ul></ul>
  222. 222. E-mail/E-Blasts <ul><li>Capture email addresses on EVERY client with the same diligence as capturing phone numbers </li></ul>
  223. 223. E-mail/E-blasts <ul><li>Always give recipient a chance to forward the email to a friend </li></ul>
  224. 224. E-mail/E-blasts <ul><li>Always give recipient a chance to forward the email to a friend </li></ul><ul><li>Always provide a way to sign up to receive your newsletter </li></ul>
  225. 225. E-mail/E-blasts <ul><li>Always provide an “opt-out” </li></ul>
  226. 226. Client Retention Actions
  227. 227. Client Retention Actions <ul><li>SERVICE, SERVICE, SERVICE!!! </li></ul>
  228. 228. SERVICE, SERVICE, SERVICE <ul><li>For high dollar clients </li></ul>
  229. 229. SERVICE, SERVICE, SERVICE <ul><li>For high dollar clients </li></ul><ul><ul><li>Collect all the info needed to fill out pre-registration </li></ul></ul>
  230. 230. SERVICE, SERVICE, SERVICE <ul><li>For high dollar clients </li></ul><ul><ul><li>Collect all the info needed to fill out pre-registration </li></ul></ul><ul><ul><li>Put in your name and phone number for emergency contact </li></ul></ul>
  231. 231. SERVICE, SERVICE, SERVICE <ul><li>For high dollar clients </li></ul><ul><ul><li>Collect all the info needed to fill out pre-registration </li></ul></ul><ul><ul><li>Put in your name and phone number for emergency contact </li></ul></ul><ul><ul><li>Put in your email address for contact person </li></ul></ul>
  232. 232. SERVICE, SERVICE, SERVICE <ul><li>Never let the client do something that is seemingly menial that you can do for them </li></ul>
  233. 233. SERVICE, SERVICE, SERVICE <ul><li>Never let the client do something that is seemingly menial that you can do for them </li></ul><ul><li>Make them dependent on YOU </li></ul>
  234. 234. Are you going to work on Monday?
  235. 235. Thanks for Attending our Session!!

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