Orbitz have done a deal to offer online travelers in the States a Harley Davidson for the weekend when they book a package online. Talk about selling dreams- this is the real utilisation of brand. Harley have long recognised that core to their brand are suited yuppies who like to pretend that at the weekend they are wild at heart. Thus the deal with Orbitz is a natural added value for both.
As lifestyle and travel become increasingly blurred, UK travel providers, be they agents, online agents or operators must look to deliver this type of customer experience.
Tescos did something similar about 3 years ago. They significantly boosted the sale of promotional beer lines on Fridays through locating them next to the nappy aisle. Why did this work? Dad's who'd been sent out to get nappies ready for a weekend with the newly-arrived family thought 'bugger this, I'll have a few beers'.
What lies at the heart of both of these examples is good segmentation. We all try and segment customers by sized, value, purchasing pattern- but in today's complex market these are often precisely the wrong metrics. Customers should be segmented by their emotional need- by how they behave- this allows both lifetime value to be maximised, but also the opportunity for tactical spend- as per beer and nappies.
Offline and online travel brands have work to do here- the answer to the customer's need can't always be a brochure, nor can it be a 2 night-pre-packaged online offer.
Accor recently revealed that their peak online booking time is between 9.00 and 11.00 on a Monday morning- crap weekend motivates consumer to use their company network access to book themselves a break to make them feel better- so if this is how consumers behave, lets segment accordingly. Go for commercial/local radio on a Monday morning for a holiday offer- just when people are getting up and most receptive to being sold a dream.
Oh, and chuck in a recycling service for nappies............
As lifestyle and travel become increasingly blurred, UK travel providers, be they agents, online agents or operators must look to deliver this type of customer experience.
Tescos did something similar about 3 years ago. They significantly boosted the sale of promotional beer lines on Fridays through locating them next to the nappy aisle. Why did this work? Dad's who'd been sent out to get nappies ready for a weekend with the newly-arrived family thought 'bugger this, I'll have a few beers'.
What lies at the heart of both of these examples is good segmentation. We all try and segment customers by sized, value, purchasing pattern- but in today's complex market these are often precisely the wrong metrics. Customers should be segmented by their emotional need- by how they behave- this allows both lifetime value to be maximised, but also the opportunity for tactical spend- as per beer and nappies.
Offline and online travel brands have work to do here- the answer to the customer's need can't always be a brochure, nor can it be a 2 night-pre-packaged online offer.
Accor recently revealed that their peak online booking time is between 9.00 and 11.00 on a Monday morning- crap weekend motivates consumer to use their company network access to book themselves a break to make them feel better- so if this is how consumers behave, lets segment accordingly. Go for commercial/local radio on a Monday morning for a holiday offer- just when people are getting up and most receptive to being sold a dream.
Oh, and chuck in a recycling service for nappies............
='Brand New News Fr0m The Timber Industry!!'=========Latest Profile==========Energy & Asset Technology, Inc. (EGTY)Current Price $0.15================================Recognize this undiscovered gem which is poised to jump!! Please read the following Announcement in its Entierty and Consider the Possibilities�Watch this One to Trad,e!Because, EGTY has secured the global rights to market genetically enhanced fast growing, hard-wood trees!EGTY trading volume is beginning to surge with landslide Announcement. The value of this Stoc,k appears poised for growth! This one will not remain on the ground floor for long.KEEP READING!!!!!!!!!!!!!!!==============="BREAKING NEWS"===============-Energy and Asset Technology, Inc. (EGTY) owns a global license to marketthe genetically enhanced Global Cedar growth trees, with plans to REVOLUTIONIZE the forest-timber industry. These newly enhanced Globa| Cedar trees require only 9-12 years of growth before they can be harvested for lumber, whereas worldwide growth time for lumber is 30-50 years. Other than growing at an astonishing rate, the Global Cedar has a number of other benefits. Its natural elements make it resistant to termites, and the lack of oils and sap found in the wood make it resistant to forest fire, ensuring higher returns on investments.The wood is very lightweight and strong, lighter than Poplar and over twiceas strong as Balsa, which makes it great for construction. It also has the unique ability to regrow itself from the stump, minimizing the land andtime to replant and develop new root systems.Based on current resources and agreements, EGTY projects revenues of $140 Million with an approximate profit margin of 40% for each 9-year cycle. With anticipated growth, EGTY is expected to challenge Deltic Timber Corp. during its initial 9-year cycle.Deltic Timber Corp. currently trades at over $38.00 a share with about $153 Million in revenues. As the reputation and demand for the Global Cedar tree continues to grow around the world EGTY believes additional multi-million dollar agreements will be forthcoming. The Global Cedar nursery has produced about 100,000 infant plants and is developing a production growth target of 250,000 infant plants per month.Energy and Asset Technology is currently in negotiations with land and business owners in New Zealand, Greece and Malaysia regarding the purchase of their popular and profitable fast growing infant tree plants. Inquiries from the governments of Brazil and Ecuador are also being evaluated.Conclusion:The examples above show the Awesome, Earning Potential of littleknown Companies That Explode onto Investor�s Radar Screens. This s-t0ck will not be a Secret for long. Then You May Feel the Desire to Act Right Now! And Please Watch This One Trade!! GO EGTY!All statements made are our express opinion only and should be treated as such.We may own, take position and sell any securities mentioned at any time. Any statements that express or involve discussions with respect to predictions, goals, expectations, beliefs, plans, projections, object'ives, assumptions or future events or perfo'rmance are notstatements of historical fact and may be "forward,|ooking statements." forward,|ooking statements are based on expectations, estimates and projections at the time the statements are made that involve a number of risks and uncertainties which could cause actual results or events to differ materially from those presently anticipated. This newsletter was paid $3,000 from third party (IR Marketing). Forward,|ooking statements in this action may be identified through the use of words such as: "pr0jects", "f0resee", "expects". in compliance with Se'ction 17. {b), we disclose the holding of EGTY shares prior to the publication of this report. Be aware of an inherent conflict of interest resulting from such holdings due to our intent to profit from the liquidation of these shares. Shar,es may be sold at any time, even after positive statements have been made regarding the above company. Since we own shares, there is an inherent conflict of interest in our statements and opinions. Readers of this publication are cautioned not to place undue reliance on forward,|ooking statements, which are based on certain assumptions and expectations involving various risks and uncertainties that could cause results to differ materially from those set forth in the forward- looking statements. This is not solicitation to buy or sell st-0cks, this text is or informational purpose only and you should seek professional advice from registered financial advisor before you do anything related with buying or selling st0ck-s, penny st'0cks are very high risk and you can lose your entire inves,tment.
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