August 5, 2011 — In advertising circles there is there is a strongly held belief that a one (1) percent response to ads (TV, radio, print, web, text, infomercials etc.) is an acceptable ratio. In fact global empires
marketing, I mean advertising a plethora of products and services have thrived every well on that and/or similar percentages.
But what about Timeshare Land? Would a 1% response from what many in the history swear is a risky
marketing, I mean an advertising platform such as the traditional approach that consumers have embraced work in the ‘biz’?
As an illustration we’re going to target the approximately 1 Million monthly readers of Condé Nast Traveler’s online edition. We’ll use that publication because, I know, silly me, the readers are seemingly interested in travel and vacations!
If we placed an ‘effective’ (key word there) response-driven advertisement therein and ran it for a given period of time we could reasonably anticipate a 1% reply; or 10,000 (give or take a few) people would find our ad interesting enough to call or e-mail about our ‘offer’ and/or for more details…
Let’s see now, what to do with about 10,000 inquiries? Well, I’ll leave that for others to decide but the bottom line is, using published industry stats such as a net 15% closing ratio at our sales centers, a net $15-K per ‘deal’ those inquires could generate about $22.5 Million in sales.
Which begs the question that since traditional advertising has worked for virtually every product or service brought to the market on planet earth going back to the stone age then why haven’t and don’t the vast majority of timeshare developers employ that
advertising, I mean marketing approach in their arsenal?
In the spirit of bipartisanship I leave that, too, for others to ponder, closing today by merely suggesting that there is a never ending source of ‘prospects’ (aka: potential buyers)— millions and millions of ‘em— who faithfully subscribe to and read ‘things’ like Condé Nast, Frommer’s Travel Guides and other travel related magazines, publications, websites, etc. as well as watch that silly little television channel known as the Travel Channel.
Of course, it has been thoughts such as the aforementioned that have always separated some in the ‘biz’ who possess an actual
advertising, I mean ‘marketing’ background, including possessing University degrees, etc. in such fields, from the Gurus in the biz whose sole methodology has been and continues to be “Look, hooking ‘em in off the street is how it was done in 1977. It worked then, that’s my approach today and I’m stickin’ with it!”
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