September 4, 2015 — On an annual basis readers of Inside The Gate (ITG) average about 100,000 visitors each month and for a very small industry that is a pretty yuuge number. Some months the ITG audience (eyeballs) is about 150,000 readers and other months, like August 2015, ITG had “86,245” amigas y amigos drop by for a visit. (For the record, over the past 6 years all visitor stats are updated and published in ITG each month and originate from the independent monitoring & verification service provided by AWStats Analytics).
So Here’s The Scoop: Speaking of stats, each ITG reader visited an average of 11.79 pages last month and for the month their collective total poured over nearly 1,000,000 (993,464) page (views) and consumed “69.90 GB of bandwidth. That, for sure, is a lot of timeshare content containing daily PRs, news stories & original columns, etc. exclusive to ITG including breaking news bulletins when they happen like this last week’s breaking news story: “Creditors Seek To Push Surrey Resorts Into Bankruptcy”.
Over the years I honestly haven’t paid too much attention to our readership numbers until this week when on the 1st of the month the stats once again arrived in my in-box. This time I noticed that of the 86,245 visitors in August NLT 22,954 included career searches by folks seeking opportunities within the global timeshare industry.
That figure excludes the audience that also clicked on the ITG “Featured Employer” banners in the sidebar that led them directly to each full page ad for ITG clients. The 22,954 readers I’m talking about clicked on our “Classifieds” tab at the top of each ITG page and with the drop down menu they then clicked on and visited our Career Opportunities section.
When you think about those 22,954 folks searching for timeshare career opportunities, well, that, too, is a yuuge number – especially, again, when you consider how small our worldwide industry really is in terms of active timeshare companies in a full time marketing and selling mode.
Naturally, being a former sales rep as well as having held various sales, marketing & management positions over many years, those numbers started me thinking. And using the old 80/20 rule whereby 20% of all sales/marketing (and management) people are the top producers I quickly realized that of those 22,954 people doing career searches last month it’s probably a safe bet that 4,591 of ‘em are pretty good at what they do.
But I’m also conservative (at least in business) and a hard core realist so let’s chop that number down dramatically and say that of those 4,591 Pros seeking a career opportunity only 10% of them are truly the ‘Big Guns’. Hmm, that would mean to me that just in the month of August about 460 of the crème de la crème in ‘the biz’ were looking for a career opportunity in ITG!
Of course few developers could absorb that many Pros all at once – but what if we knock that number down again and a developer wanted to recruit only 10% of those 460 ITG readers? That would be 46 ‘low-maintenance’ awesome money-producing folks who could have been tantalized just last month!
These are the best of the best! These are the top producers and the best management (all levels). These reps include the million dollar (plus) annual sales volume gang and collectively these 46 super stars likely produce – in our industry – NLT $50-$60 Million dollars each year in sales contracts (plus all the interest on those contracts, all those all cash deals and all those annual maintenance fees, etc.)
But like I said, I am conservative so instead of recruiting 46 ‘ACES’ all at once let’s say a developer’s HR folks plan it out over a 12 month period and only want to hire about 10% of those 46 Pros – or about five (5) 1 Million Dollar (Plus) Producers – and they only want to bring a new ‘ACE’ on board every other month or so as to not upset their current sales/marketing and management ‘line’, etc.
Easy peasy – just drop our ad guy Bill Curtis an e-mail and let his staff design a recruiting campaign that actually produces results.
And while I’m at it, if you are an ancillary company with products/services, etc. to demo to the deciders in our industry then let Bill know that, too, because after the 22,954 career seekers – the other 63,291 sets of ‘eyeballs’ last month likely included one or two industry ‘players’ around the world as well.
You can e-mail Bill and his staff: [email protected]
Good Luck Out There
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Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry (but always spot on!), Scoop covers an array of industry related subjects each week including inside information, tips, scandals, interviews, forecasts as well as new (good or bad) products and services — and, of course, all the ‘Good’, the ‘Bad’ and the ‘Ugly’.