It’s A Whole New Game – Changes In Shared Ownership Marketing Continue

By Georgi Bohrod

Change. It’s the buzz. Whether it is political, financial or lifestyle trends, the 21st Century is alive with fresh ideas. For years, debates about timeshare marketing have juggled originality and practicality. Test-driving products with mini-vacations, strong brand identification, internet marketing and product diversity are part of the “new” focus in timeshare marketing.

According to ARDA (American Resort Development Association) only 6% of U.S. households with an annual income of $45,000 or above own a timeshare. The question remains:How do we penetrate this market?
How do we engage that other 94% of the population who would benefit from owning their vacation? How do we make new contacts that are open to recreation and a healthy lifestyle? How can we bring them new information?

ARDA research has confirmed that health and vacations go hand in hand. Recently, the organization launched a new web site (www.vacationbetter.org) offering practical advice to timeshare owners and prospective purchasers noting the health benefits of leisure, relaxation and stress-reducing activities. The campaign is primarily routed in the endeavor to reach out to newcomers to the industry and timeshare concept.

Another effort to pinpoint this open market is relationship building. Timeshare is still in a trust building mode. Through the name brands and trade association much has been done to further a positive view of the industry, there remains much to be accomplished in this arena. Statistics strongly support the advantages of long term relationships in reducing marketing costs and buffering sales. Whether it is affinity marketing through recognized partners such as Bluegreen Corporation and Bass Pro Shops, The Welk Group and San Diego Padres, brand name identification from Marriott to Starwood, or robust Owner Referral Programs, results are clearly stronger when good relationships are maintained.

Permission based marketing is at the core of the new wave. Do not call lists in the US and Canada have eliminated huge databases of likely prospects. Targeted lists are more and more difficult to access and maintain. To have permission you must have a relationship. Only then can you touch your prospects
and customers multiple times.

According to Chris Jones, formerly of Interval International and Resort Funding, and now President of See Your Game USA, relationships can be built in numerous ways. As an expert in business relationship building, and long time proponent of bringing fresh ideas to the shared ownership business, Chris maintains that people are inherently drawn to pictures and videos of themselves. See Your Game uses this personality trait
to attract individual customers and build long term rapport. The system is readily scalable to establish direct connections with hundreds of thousands of potential owners of timeshare, fractional and private residence club products.

The way it works is intriguing. Based on the same methodology that brought video demonstrations of golfers’ swings, the consumer-centered technology begins with personal contact at some type of event.

See Your Game involves customers in an activity and invites them to have their image captured. The Calgary Flames take photos of fans with their team mascot and even the Stanley Cup; Callaway takes videos of
participants at golf tournaments and their Callaway Performance Centers; and companies such as Wells Fargo and Scotiabank have used See Your Game’s videos to make the most of their marketing dollars at golf events, trade shows, charity functions and grand openings.

The most compelling events usually involve participants captured on video while swinging a club or bat, skiing, kicking a ball, shooting a basketball, bowling, dancing or countless other recreational activities.

As Chris explains, “the venues for attracting traffic are endless: local and regional events, stadiums, charity events, trade shows, theme parks, OPC locations and even on-site at resorts.”

Not only does the participant receive an immediate personalized souvenir of the event, but the relationship between the sponsoring company and the individual customer continues via a strategically timed follow-up email campaign drawing the customer to an individualized URL with his most favorite subject: him/herself. They experience their own image and a custom message or special offer.

See Your Game reports an amazing 80- 90% of the participants from an event visit the sponsor’s website multiple times. Some return as many as 30-40 times to check out their pictures and video. See Your Games’ in-depth records report that 30% of those who go to the site forward their images to non-event attendees. To put this into perspective, direct mail specialists are pleased with a two percent response rate.

The company prides itself by proving these numbers with detailed reporting capabilities including segmenting leads, identifying frequent visitors and building campaigns based on visitor’s interests.

Started by Wes Pajunen, a technology wizard and proven company builder, and Blair Hooper, a sales and marketing expert with record breaking results in the transportation industry, See Your Game is structured to sell licenses throughout Canada and the US. With licensees currently operating out of Portland, Phoenix, Tampa, Houston, British Columbia and Alberta, Chris Jones is focused on expanding operations in the US with a series of Regional Offices to support licensees as well conduct event services themselves.

For an industry constantly looking out for ways to reach potential customers, See Your Game provides a fresh look to invigorate lead generation, plan owner’s events and keep ahead of the curve in the continuing effort to keep marketing innovative and cost effective.

For more information call Chris Jones, RRP at (702)-341-6437, chris@seeyourgame.com, or visit www.seeyourgame.com

Georgi Bohrod, RRP is the principal of GBG & Associates, a marketing and public relations firm in San Diego, CA.

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