Loyalty Marketing For Vacation Rental Managers

HomeAway Breakfast SeminarSan Diego – November 2013

Visual Data Systems

• Custom Desktop and Mobile Website Design

• Online Marketing Consultation and Training Services

• Search Engine Promotion

• PPC• Email Marketing• Social Media

Marketing• Reservation System

Integration

Overview

• Loyalty Marketing Overview• Communications• Exclusivity• Rewards/Perks• Putting it All Together• Q&A

LOYALTY

loy·al·ty

Is expressed when a customer chooses your product when other options are mostly equal.

What is LOYALTY MARKETING?

“The effort to identify, maintain and increase the yield of best customers through long-term, interactive, value added relationships.”

- Colloquy

Why is Loyalty Marketing ESSENTIAL to a SUCCESFUL Business?

• Improve customer retention (repeat business)

• Increase market share

• From competitors

• Cross-/up-sell

• Provide a framework for relevant dialogue

EXAMPLES of Loyalty Marketing

Loyalty Marketing & Your Company

• How do you define a loyal customer?

• How much does a new customer cost ($) v. retaining a current customer cost? (Hint: About 6X as much!)

• If you could increase your percentage of loyal clients based on your definition by 5, 10, 15% - how much would that be worth?

Your VALUE Proposition

‘The promise you are

making in exchange for

something of fair value’

What Do You Want?

① Data

② Advocacy

③ Dialogue

④ Sales

What Are You Willing To Give in Return?

Four Basic Ways to Deliver Value:

① Members Only Discounts/Privileges

② Promotional Currency

③ Soft Benefits

④ Dialogue

✔

Communications• Email Marketing

– Segment according to data received from clients and prospects

– Ask what their preferences are

– Pay attention to your KPI’s

– ROI from $50 to $175

Communications• Automated Emails

– Use automated emails reminding them of your value at select times

– Use ‘your’ personality in automated emails

Communications• Text Messaging

– Must Opt In– Use Sparingly

Exclusivity

• People want to feel the are receiving ‘benefits’ that are not available to everyone

• Use the words that imply exclusive in communications and marketing– ‘Members Only’

Rewards/Perks

• Soft Benefits– Early Ck-in– Late Ck-out– Free linen

• Hard Benefits– Free Stays– Prizes– Discounts

Rewards/Perks

• Turn Points into a commodity– Give points instead of

refunds or discounts

Putting It all Together

• UNDERSTAND the IMPORTANCE

• DECIDE your LEVEL OF COMMITMENT

• Work with a CONSULTANT• Analyze• Strategize• Implementation Procedure• Analysis Tools• Exit Strategy

• Get COMPANY WIDE BUY-IN• IMPLEMENT• ANALYZE & STRATEGIZE

again• TWEAK and MODIFY

ComingSpring 2014

Guest Loyalty, Retention and Optional Rewards Tools and Consultation

Member Set Up and Management ConsoleExclusive Vacation Planning Tools For MembersMultiple Communications ToolsOptional Rewards Program

Visual Data Systems20 years serving the Vacation Rental Community with Web Design, 

Online Marketing Solutions, & Reservation System Integration.

www.vdsys.com info@vdsys.com

Robert Gray, VP – Vacation Rentals410-964-8665 ext.:234robertg@vdsys.com

www.GuestAdVantage.com

http://www.slideshare.net/VisualDataSystems