Headquarter Happenings: Cruise Planners Finds Success in Technology and Marketing Innovation
by杰西卡·蒙特瓦哥/
This year’s Cruise Planners Convention took a cue from “Mission Impossible.” While the intro mirrored the movie, with Founder and CEO Michelle Fee rock-climbing à la Tom Cruise, the title takes a liberty to drive home the point to travel advisors that nothing is impossible. “Mission Possible” was the theme of the two-day event, held at the Diplomat Resort & Spa in Hollywood, Florida.
费用向听众讲述了她谦虚开端的715名旅行社,以及最终如何发展成为最大的家庭旅游专营权。“我们想向代理商展示,我们并没有在舞台上担任首席执行官和首席运营官。您付出了艰苦的工作和努力,使它实现了。
She envisions that success for each of the franchisees and their businesses, and with help of the home office team developing new marketing and technology initiatives, advisors can focus on driving those sales.
Cruise Planners is also investing more in already established programs, such as the innovative Smart Select, which uses smart data about travel advisors’ clients, looking at their psychographic and demographic data, not just what they purchase, to make sure the right piece of marketing goes to the right person at the right time.
Fee说:“在过去的几年中,我们确实对[高度针对性的营销]进行了磨练,我们确实认为这是代理商建立业务的重要原因。”“它使我们能够发送直接与他们说话的营销。我们觉得今天这是如此重要,当他们打开邮箱或电子邮件时,诱使他们的东西就在那里。”
邮轮计划人员执行团队在今年的大会上。
Fee表示,该公司在2020年的书籍上已经有了很大的增长,目前总体销售额在明年增长25%,这是今年的19%增长。“从2015年到今天,我们的增长翻了一番,因此我们为此感到自豪。”
Fee said the success can also be attributed to the implementation of a coaching team, “someone that was going to be able to call [advisors] and see how they’re doing in their business, and say, ‘Okay, we know you’ve been doing this really well, but here are some tips on this new technology that you’re not utilizing. If you learn this tool, it’s going to save you an hour a day.’”
Garcia said short promotional videos that advisors can post on their Facebook or share with clients via email have also proved popular, noting that “video is a hot seller of travel.” The videos are professionally produced, but they look like they are coming directly from the local agent.
What’s coming in 2020
While existing programs are being upgraded, Cruise Planners unveiled some new programs that advisors can look forward to in the new year.
Fee告诉人群,宣布将在2020年第一季度启动奖励计划。这将有助于推动客户忠诚度,并说只有5%的客户保留率可以在您的底部产生25%线。每种类型的旅行,以10到1的规定给出积分。因此,如果客户花费5,000美元,他们将获得500点的奖励。然后,这些要点可以用来兑换从行李到家居用品到钱包等品牌,例如Tumi,Kate Spade和厨房援助。
明年还将看到一个现场计划者。对于喜欢参加整体计划过程的客户,此工具将使顾问及其客户可以实时合作进行旅行详细信息。
Marketing plans will be another big launch for Cruise Planners next year. Franchisees will be able to create one customizable marketing plan and see the year at a glance, logging direct mailers, funded postcards, and trade show expenses. They can also be used to create co-op proposals for suppliers.
已经有实时的是特许快照,提供了易于阅读的性能指标;前20个报告,允许顾问根据频率和音量均基于其顶级生产客户的目标。添加了mytrips的水桶功能;以及一个新的小组概述和电子邮件系统,并提供了用于土地和巡航的小组建议;其中。
Its these pioneering tools that pay off for franchisee owners. By working with a direct-to-consumer franchise company, “the benefit of that is we get to go to market for you and we will drive your business as much as you want or as little as you want,” Fee said. “So, everything you saw that launched today, it is up to you if you want to take advantage of it. We allow our agents to have the flexibility.”
Fee added: “Agents that are trying to go in alone, it’s hard for them to compete. And we’re making them larger than life.”