Epiphanies...from a creative mind...

Return to the basics

2008-07-23T23:05:19Z

We all find ourselves in a barrage of messages. Emails fly from the computer, cell phones and telephones (does anyone even have those any more?) ring with constant information. Even the television and radio are hard to escape! It's no wonder everyone is hard-pressed to get their marketing done and to come up with unique ideas seems to be a constant battle between creativity and actual basic messaging. (Sample of a mess of information: my painting studio a few months ago.)

I recently took an introductory class on blogging, taught by Tom Masters (author of Blogging Quick & Easy). Rule #1 of blogging--keep your blog updated! Hence this most recent entry.

But before I dive into the world of blogging, we must get back down to the basics, and one of those is fuctionality and the other is currency. So to bring us to said basic elements of sales marketing and PPD, I'm am revitalizing this blog as well as rejuvinating the PPD website. Watch for more functionality, dynamic information and easy navigation. Because after all, our basic message is: market cruises.

Finding your target audience

2008-05-27T23:08:27Z

I just came back from a short trip to Charlotte, North Carolina. I've never been to this booming city and I have to say, it was quite eye-opening! Did you know that Charlotte was just voted #1 city to live by Relocate America (Seattle's #10) and #9 recession-proof city by Forbes magazine? Charlotte is also home to 292 of the top Fortune 500 companies, the second largest banking center (next to New York City) and is the nation's fifth largest urban region. Who knew?! It's also home to my grandmother, who celebrated her 85th birthday this weekend. So the whole Schreiber "clan" (my father is the oldest of six kids) came from all over the country to spend a few days together (the last time we were all together was almost 24 years ago).

During the big birthday bash, I looked around at everyone and realized that right before me were so many future cruise clients. All of my aunts and uncles (my parents too!) are the pefect "boomer" clientele--and better yet, they're ready for travel! And many of my cousins are Gen X, ready to set sail to sunny destinations and historical Europe. So I quickly threw my marketing hat on and started working the crowd--getting everyone excited about cruising.

Every one of us has these potential future-cruisers--but do we know how to really tap them? When you implement a marketing initiative, do you really analyze who your target audience is or do you just hope by getting a mass message out maybe one will stick with a few people?

1. Are they a perspective Voyage cruise client, or do they prefer shorter, close-to-home cruises? Are they active
     cruisers, first-timers or have they not sailed in 10 years? You've worked hard to retain them as clients, get to
     know what their preferences are and their spending habits when it comes to travel.
2. Will this initiative engage your clients to react?
3. Is your messaging clear? Do you have your call to action clearly defined? Have you maximized your space to
    ensure that your messaging is easy to find, easy to read and most importantly, relevant?
4. Is your list up-to-date? Cleansing your list for duplicates and partial address are important, however have you
    updated your list recently? Those who have not booked with you in more than five years may not be as responsive
    to your initiative.
5. Can you focus your list? Can you segment your database so that your mailing list contains the most qualified
    clients for your direct mailing's focus?

Pondering creativity

2008-05-20T19:04:50Z

Here in the world of PPD, I'm constantly looking for new and innovative ways to help you market. Of course most of these come to me in the middle of the night--which results in quite a few filled notebooks by my bed.

Among my many ponderings: How heavy is air? What really is the color, "blellow?" Will there ever be a word to rhyme with "orange?" Will Macy's ever get in those exclusive Coach shoes?

But what inspires you to market the way that you do? Do you think of the end result in bookings and revenue? Maintaining your relationships with your clients? All of the above?

The more you understand why you market the way you do, better helps the PPD program understand and offer you tools to support your marketing needs, through e-tools, direct mail and more!

Day one...and now I must rest!

2008-05-15T23:23:59Z

Well you found my little space here in the cyber world...but a blog, you say?!

Why not? It seems to me, that this is a great way to post your musings online to share with fellow friends and co-workers. And besides, Steve Simao and Janet Engel, two of Holland America's divisional sales directors have blogs. Holland America's newest ship the ms Eurodam, has a blog. So why can't PPD?

So here we are, all of us (me) of Holland America's Premium Preferred Department with an avenue to post my (our)epiphanies--and believe me, I have a lot of them!--for all of you, Holland America's beloved Preferred travel agencies and Business Development Teams to read.

And if you have epiphanies please share! The more creative minds that come together, the more opportunities we may uncover to build business, relationships and more!

This little blog is where I will share what's new in the world of PPD. I am working on a lot of really cool things that should help make your lives a little easier and Holland America a lot more accessible!

I'm sure I'll share a little bit of my life too, as one of the things I enjoy most is building my relationships with all of the agents and sales people I have come to meet and work with. I've had the pleasure of meeting many of you already and look forward to seeing so many more of you!

So please check back often and feel free to share as well!

...until the next epiphany.