June 8, 2012 — Not that long ago when the online information era reared its ugly head and forced reluctant timeshare developers to create a company website, for the most part, IMO, the majority of timeshare developers treated the new business frontier and opportunity as the proverbial red-headed step child.
And once their ‘sites’ were up and running that was about as far as most cared— or dared— venture into this new medium which, from a business perspective, has unequivocally proven itself to be one of the most cost effective, profitable and powerful marketing/sales tools to ever come down the chute.
A lot has changed since those early days that began just a few years ago and in the not too distant future when business analysts write about the initial phase of this period, specifically as it relates to commerce, someone might include in their description something like this:
In the beginning, while most slept, came technology and Bytes. And Bytes were good and lived many years; and they begat the Kilobyte (KB). The KB, wanting to be fruitful and multiple, begat the Megabyte (MB). Soon MB, seeking greater knowledge and storage capability, begat Gigabyte (GB). GB, thirsty for more power, begat Terabyte (TB) and then TB begat Petabyte (PB), PB begat Exabyte (EB), EB begat Zettabyte (ZB) and then came the Yottabyte (YB)…
So what do all these ‘Bytes’ mean to the Timeshare Industry and what the heck is a Yottabyte anyway and more importantly why should any timeshare developer give a hoot in the first place?
The simple answer is that consumers, including prospective buyers of vacation products/services, are demanding not just ‘Bytes’ (of information) but they are aggressively seeking out—- now wait for it and brace yourself— to be informed and ‘entertained’ at record setting paces. And they are consequently viewing KB’s, MB’s, GB’s, TB’s, etc. and all the way up to YB’s of informative and entertaining ‘stuff’ 24/7365!
It is that informative, and especially the entertaining, feature that is surely lacking from nearly every timeshare developer’s online presence (website) that I’ve ever visited. And I can assure every developer that, like the consumers who have also visited the same websites, we all leave within seconds after our arrival!
Now just imagine that happening at a timeshare developer’s brick and mortar sales center. The prospects show up, and BAM, it’s an immediate about face and down the road they go, ultimately spending their money somewhere else!
Naturally if that were to happen at a sales center the developer would not tolerate if for a second and would correct the problem(s) immediately. Which begs the question: Why aren’t they doing the same (correcting the issues) with their online marketing and sales presentations as well?
I’ll leave the answer to that for another time and instead make a simple suggestion for every timeshare developer interested in turning their ‘online’ presence into an informative and ‘entertaining’ profit-center.
Visit the front page of your company’s website that is designed for consumers and on the top fold (that’s the part of the presentation that shows up without scrolling down) ask yourself if you find the ‘BYTES’ of content informative and ‘entertaining’?
You’ll likely find those ‘BYTES’ antiquated at best, limited if not outright boring and the bottom line is that if you don’t start adding at least one or two GB’s of informative and entertaining ‘stuff’ you might as well shut ‘er down!
On the other hand, if you need a fresh idea or two feel free to shoot me an e-mail. I’ll gladly share some approaches that are working rather well, especially for business folks who, like you —- now brace yourself again — are also in the travel and vacation business!
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