November 7, 2014 — It’s sweeping the global hospitality universe, and yes, we in the timeshare industry are in that very business and if any timeshare developer wants to cash in BIG TIME and get free
advertising marketing then this week’s Scoop will be of special interest. However, and with few exceptions, I’ll caution most developers that in order to take advantage of this new trend they’ll likely have to highly encourage their promotional folks to think outside the customary TS marketing box to ‘get it’!
So Here’s The Scoop: We are all familiar with “Selfies” whereby ordinary people using their hand-held devices (smart-phones, tablets, etc.) take photos of themselves and then upload their ‘selfie’ to social media networks to be shared with their friends, followers – and maybe even get that “15 minutes of fame”.
This year (2014) there will be nearly 2 Billion social media users on planet earth and just between three of the big social media outlets – every day – those three are collectively reporting that about 800 MILLION photos are uploaded by folks all over the world and that includes a whole bunch “Selfies”.
Now wait for it!
Selfies, I also read, was recently voted new word of the year – but get ready for the next challenger for that title as that word may very well be “Braggies”!
And what are Braggie(s) you ask – and what in the hell does that have to do with
advertising marketing Slices of Paradise?
Well, in a nutshell, a Braggie is also a photo taken by people but while on vacation and they then upload those to their sphere of friends via their social networks with the sole intent of making them envious, jealous and/or to show off – and we all know there is no shortage of people who like to, you know, BRAG.
Braggies has become the hottest new craze in the global vacationing/hospitality industry and many high-end Brand hotels the world over are beginning to carpe diem by utilizing this hot new advertising promotional format.
These major hotel companies are doing so, in part, by offering their guests all sorts of ‘perks’ such as free WiFi, vouchers etc. during their stay for the best ‘Braggie’ their guests upload – and to put that into a timeshare perspective it could work something like this.
As one example; each week at check in and inside the ‘Welcome Packet’ that all owners, exchangers and renters ‘SHOULD’ be getting – there would also be ‘Win a complimentary bottle of Champagne this week for the best Braggie uploaded to your social networks and showing your family, friends etc. what a great time you are having here at Scoop’s Sun And Fun TS Resort in Hometown, USA.
‘Show how much fun your kids are having using your TS while they are swimming at the pool – or while you and your partner stroll down the beach – a romantic diner – and enjoying other activities… Then, show us your ‘Braggie’ and our Braggie Judges will pick the best Braggie of the week and you could be the lucky winner….’
Now think about that for a moment. First of all they’re going to do it (take photos) anyway and that could include a negative experience/issues as well – which is a huge reason to introduce all the check-ins to the resort’s free weekly (positive) Braggie contest.
Doing that alone will, in time, flood a ton of positive Brags about your Resort in the electronic sphere – and when the occasional Debby Downer posts something she’ll be drowned out by all the positive ‘look at us having fun Braggies’, as in “Keeping up with the Joneses” – and this will also help developers with their online reputation management needs and/or issues.
Think like the vacationers – and exponentially, too, to see the ‘big picture’!
First, vacationers are mostly very happy once they arrive at their destinations and once they’ve checked-in and settled their ‘stuff’ inside their suites they’re out and about the resort and – you guessed it – taking photos/Braggies.
Indeed, reliable sources have found and are reporting that upwards of 75% of all check-ins worldwide are taking photos within 2-3 hours after their arrival, and many Braggies are being disseminated to their ‘social’ contacts (family, co-workers, friends, etc.) in as little as 10-20 minutes after they check in at the hotel, motel or resort.
All timeshare developers will get a lot of free
advertising marketing mileage via Braggies, and in short order the positive publicity will equal more guests requesting to stay at their resorts and that will equal, in time, more ‘in-house’ invites to a ’90 minute informative get together’ – and that will equal more sales.
And if a developer wants instant access to these Braggies while they’re onsite – that’s simple – just have them bring their hand held devices directly to the
OPC concierge desk so they can personally enter the contest – and then…
As for being exponential? Well, as an example: If a resort has 200 Braggies each week uploading their ‘fun times’ via their social connections and if each of those Braggies has at least 10 viewers (family, friends, coworkers) – that’s at least 2,000 ‘FREE POSITIVE ADS’ each week – or 104,000 per year.
Naturally, once uploaded to a social outlet, the better the Braggie the better the chance those Braggies can go viral – and when that happens you can’t buy that kind of
advertising marketing without a HUGE cost!
Lastly, other than the weekly expense of one modestly priced premium like the example referenced herein – there are no other direct costs to the developer except a minuscule administration cost.
Of course it’s thoughts such as these that have blacklisted me from all TS Corporate Board Rooms around the world; but that’s a different kind of Braggie for another day!
Good Luck Out There!
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Contributing sometimes extravagant, bombastic, emotional, pompous or even pretentious writings about the timeshare industry, 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’.
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