finding and keeping clients

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This session will address purchasing leads, keywords, advertising, direct mail and other options. We will also explore email, social networking and other digital options.

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Page 1: Finding and Keeping Clients

Out of courtesy to others, please silence your cell phone.

Thanks.

Page 2: Finding and Keeping Clients

FINDING AND KEEPING CLIENTS

Presented by:

Sherrie & Charlie Funk

Co-owners, Just Cruisin’ Plus

Page 3: Finding and Keeping Clients

New clients are important…

Page 4: Finding and Keeping Clients

New clients are important…

• Not always the most desirable.

Page 5: Finding and Keeping Clients

New clients are important…

• Not always the most desirable.– Takes more money and time to obtain

Page 6: Finding and Keeping Clients

New clients are important…

• Not always the most desirable.– Takes more money and time to obtain

• Decline in on-line bookings for leisure travel.

Page 7: Finding and Keeping Clients

What type of client do you want to pursue?

• Those who:

Page 8: Finding and Keeping Clients

What type of client do you want to pursue?

• Those who:– Believe, regardless of the amount they are

spending, that their time is better spent not researching vacation travel.

Page 9: Finding and Keeping Clients

What type of client do you want to pursue?

• Those who:– Believe, regardless of the amount they are

spending, that their time is better spent not researching vacation travel.

– Don’t want to risk, regardless of the amount they spend, making a mistake and having problems with their vacation.

Page 10: Finding and Keeping Clients

What type of client do you want to avoid?

• Those who:

Page 11: Finding and Keeping Clients

What type of client do you want to avoid?

• Those who:– Think they are as smart as, or smarter than

you, and can do it themselves.

Page 12: Finding and Keeping Clients

What type of client do you want to avoid?

• Those who:– Think they are as smart as, or smarter than

you, and can do it themselves.– Looking for the agency who will rebate the

most and give away profit.

Page 13: Finding and Keeping Clients

Finding new clients can be expensive….

Page 14: Finding and Keeping Clients

Finding new clients can be expensive….

• Based on cost per converted lead

Page 15: Finding and Keeping Clients

Purchased Leads

• Tripology

Page 16: Finding and Keeping Clients

Purchased Leads

• Tripology– Potentially one of the more cost effective

tools

Page 17: Finding and Keeping Clients

Purchased Leads

• Tripology– Potentially one of the more cost effective

tools• $5.00 for a lead

Page 18: Finding and Keeping Clients

Purchased Leads

• Tripology– Potentially one of the more cost effective

tools• $5.00 for a lead • Shared with two other agencies

Page 19: Finding and Keeping Clients

Purchased Leads

• Tripology– Two distinct lead types

Page 20: Finding and Keeping Clients

Purchased Leads

• Tripology– Two distinct lead types

• Looking for agent who will rebate the most

Page 21: Finding and Keeping Clients

Purchased Leads

• Tripology– Two distinct lead types

• Looking for agent who will rebate the most• Looking for an expert for the trip they want to take

Page 22: Finding and Keeping Clients

Purchased Leads

• Tripology– Two distinct lead types

• Looking for agent who will rebate the most• Looking for an expert for the trip they want to take

– Drill down, drill down, drill down

Page 23: Finding and Keeping Clients

Purchased Keywords

Page 24: Finding and Keeping Clients

Purchased Keywords

• “Carnival cruise” - $4.96

Page 25: Finding and Keeping Clients

Purchased Keywords

• “Carnival cruise” - $4.96

• “Royal Caribbean cruise” - $8.90

Page 26: Finding and Keeping Clients

Purchased Keywords

• “Carnival cruise” - $4.96

• “Royal Caribbean cruise” - $8.90

• “Caribbean cruise - $5.18 vs $2.38 two years ago

Page 27: Finding and Keeping Clients

Purchased Keywords

• “Carnival cruise” - $4.96

• “Royal Caribbean cruise” - $8.90

• “Caribbean cruise - $5.18 vs $2.38 two years ago

• Click to book ratio

Page 28: Finding and Keeping Clients

Purchased Keywords

• “Carnival cruise” - $4.96

• “Royal Caribbean cruise” - $8.90

• “Caribbean cruise - $5.18 vs $2.38 two years ago

• Click to book ratio

• Keyword ban by cruise lines

Page 29: Finding and Keeping Clients

Electronic Media Ads

• Television

Page 30: Finding and Keeping Clients

Electronic Media Ads

• Television– Shotgun approach

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Electronic Media Ads

• Television– Shotgun approach – Cost in the $100 to several hundred dollars

per 1,000 impressions

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Electronic Media Ads

• Radio

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Electronic Media Ads

• Radio– Cost per thousand is also high

Page 34: Finding and Keeping Clients

Electronic Media Ads

• Radio– Cost per thousand is also high– Not as high as TV

Page 35: Finding and Keeping Clients

Electronic Media Ads

• Radio– Cost per thousand is also high– Not as high as TV– May be a sleeper

Page 36: Finding and Keeping Clients

Electronic Media Ads

• Radio– Cost per thousand is also high– Not as high as TV– May be a sleeper– Use to drive web traffic

Page 37: Finding and Keeping Clients

Electronic Media Ads

• Radio– Cost per thousand is also high– Not as high as TV– May be a sleeper– Use to drive web traffic

• Key – simple, easy url

Page 38: Finding and Keeping Clients

Print Ads

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Print Ads

• Cost per thousand is lower

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Print Ads

• Cost per thousand is lower

• Effective in some markets, not in others

Page 41: Finding and Keeping Clients

Print Ads

• Cost per thousand is lower

• Effective in some markets, not in others

• Cost per closed sale can be high.

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Finding New Clients

• Regardless of method:

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Finding New Clients

• Regardless of method:– Must get in front of contact 5 to 7 times before

they ever CONTACT you.

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Finding New Clients

• Regardless of method:– Must get in front of contact 5 to 7 times before

they ever CONTACT you.– Then you must sell them.

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Most Economical Methods for Finding New Clients

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Most Economical Methods for Finding New Clients

• Referrals from past clients (word-of-mouth)

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Most Economical Methods for Finding New Clients

• Referrals from past clients (word-of-mouth)

• Social Media

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Social Media

• What is it?

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Social Media

• What is it?– A category of online media where people are:

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Social Media

• What is it?– A category of online media where people are:

• Talking

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Social Media

• What is it?– A category of online media where people are:

• Talking• Participating

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Social Media

• What is it?– A category of online media where people are:

• Talking• Participating• Sharing

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Social Media

• What is it?– A category of online media where people are:

• Talking• Participating• Sharing• Networking

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Social Media

• What is it?– A category of online media where people are:

• Talking• Participating• Sharing• Networking• Bookmarking online

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Social Media

• Has shot to the forefront of people’s attention because

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Social Media

• Has shot to the forefront of people’s attention because– IT’S FUN!!!

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Social Media

• Has shot to the forefront of people’s attention because– IT’S FUN!!!

• Easy to share:

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Social Media

• Has shot to the forefront of people’s attention because– IT’S FUN!!!

• Easy to share:– Your ideas

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Social Media

• Has shot to the forefront of people’s attention because– IT’S FUN!!!

• Easy to share:– Your ideas– Your photos

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Social Media

• Has shot to the forefront of people’s attention because– IT’S FUN!!!

• Easy to share:– Your ideas– Your photos– Your videos

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Social Media

• Has shot to the forefront of people’s attention because– IT’S FUN!!!

• Easy to share:– Your ideas– Your photos– Your videos– Your likes and dislikes

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Social Media

• You can:

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Social Media

• You can:– Find friends and business contacts

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Social Media

• You can:– Find friends and business contacts– Become part of a community or a bunch of

different communities

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Social Media

• Social media gives you what TV never could

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Social Media

• Social media gives you what TV never could– A chance to be engaged and engage

others

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Social Media Venues

• Email

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Social Media Venues

• Email

• Blogs

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Social Media Venues

• Email

• Blogs

• Social sites

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Social Media Venues

• Email

• Blogs

• Social sites– Facebook

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Social Media Venues

• Email

• Blogs

• Social sites– Facebook– Twitter

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Social Media Venues

• Email

• Blogs

• Social sites– Facebook– Twitter– You Tube

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Social Media Venues

• Email

• Blogs

• Social sites– Facebook– Twitter– You Tube– MySpace

Page 74: Finding and Keeping Clients

Social Media Venues

• Email

• Blogs

• Social sites– Facebook– Twitter– You Tube– MySpace– LinkedIn

Page 75: Finding and Keeping Clients

Why is Social Media Important?

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Why is Social Media Important?

• 75% of Americans use social media

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Why is Social Media Important?

• 75% of Americans use social media

• Social site visiting is now the 4th most popular online activity

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Why is Social Media Important?

• 93% of social media users believe their company should have a social media presence

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Why is Social Media Important?

• 93% of social media users believe their company should have a social media presence

• IT LEVELS THE PLAYING FIELD WITH THE MEGAS

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Who can you reach through Social Networking?

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Who can you reach through Social Networking?

• World War II (Silent)

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Who can you reach through Social Networking?

• World War II (Silent)

• Baby Boomers

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Who can you reach through Social Networking?

• World War II (Silent)

• Baby Boomers

• Gen X

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Who can you reach through Social Networking?

• World War II (Silent)

• Baby Boomers

• Gen X

• Gen Y (Millennials)

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World War II Silent Generation

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World War II Silent Generation

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World War II Silent Generation

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World War II Silent Generation

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World War II Silent Generation

• 52.5 million

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World War II Silent Generation

• 52.5 million

• Born between 1925 and 1944

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World War II Silent Generation

• 52.5 million

• Born between 1925 and 1944

• 90% use Facebook

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World War II Silent Generation

• 52.5 million

• Born between 1925 and 1944

• 90% use Facebook

• 23% use MySpace

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World War II Silent Generation

• 52.5 million

• Born between 1925 and 1944

• 90% use Facebook

• 23% use MySpace

• 17% use Twitter

Page 94: Finding and Keeping Clients

World War II Silent Generation

• 52.5 million

• Born between 1925 and 1944

• 90% use Facebook

• 23% use MySpace

• 17% use Twitter

• 4% use LinkedIn

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Baby Boomers

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Baby Boomers

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Baby Boomers

• 78.2 million

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Baby Boomers

• 78.2 million

• Born between 1945 and 1964

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Baby Boomers

• 78.2 million

• Born between 1945 and 1964

• 73% use Facebook

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Baby Boomers

• 78.2 million

• Born between 1945 and 1964

• 73% use Facebook

• 40% use MySpace

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Baby Boomers

• 78.2 million

• Born between 1945 and 1964

• 73% use Facebook

• 40% use MySpace

• 13% use Twitter

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Baby Boomers

• 78.2 million

• Born between 1945 and 1964

• 73% use Facebook

• 40% use MySpace

• 13% use Twitter

• 13% use LinkedIn

Page 107: Finding and Keeping Clients

Gen X

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Gen X

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Gen X

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Gen X

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Gen X

• 69.5 million

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Gen X

• 69.5 million

• Born between 1965 and 1984

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Gen X

• 69.5 million

• Born between 1965 and 1984

• 76% use Facebook

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Gen X

• 69.5 million

• Born between 1965 and 1984

• 76% use Facebook

• 57% use MySpace

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Gen X

• 69.5 million

• Born between 1965 and 1984

• 76% use Facebook

• 57% use MySpace

• 18% use Twitter

Page 119: Finding and Keeping Clients

Gen X

• 69.5 million

• Born between 1965 and 1984

• 76% use Facebook

• 57% use MySpace

• 18% use Twitter

• 13% use LinkedIn

Page 120: Finding and Keeping Clients

Gen Y (Millennials)

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Gen Y (Millennials)

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Gen Y (Millennials)

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Gen Y (Millennials)

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Gen Y (Millennials)

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Gen Y (Millennials)

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Gen Y (Millennials)

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Gen Y (Millennials)

• 100 million (or more)

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Gen Y (Millennials)

• 100 million (or more)

• Born between 1985 and 2010

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Gen Y (Millennials)

• 100 million (or more)

• Born between 1985 and 2010

• 61% use Facebook

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Gen Y (Millennials)

• 100 million (or more)

• Born between 1985 and 2010

• 61% use Facebook

• 65% use MySpace

Page 131: Finding and Keeping Clients

Gen Y (Millennials)

• 100 million (or more)

• Born between 1985 and 2010

• 61% use Facebook

• 65% use MySpace

• 9% use Twitter

Page 132: Finding and Keeping Clients

Gen Y (Millennials)

• 100 million (or more)

• Born between 1985 and 2010

• 61% use Facebook

• 65% use MySpace

• 9% use Twitter

• 0% use LinkedIn

Page 133: Finding and Keeping Clients

Facebook

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How a Facebook Fan Page Can Help Your Agency

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How a Facebook Fan Page Can Help Your Agency

• Lets you interact with your customers

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How a Facebook Fan Page Can Help Your Agency

• Lets you interact with your customers

• Allows you to email updates to your fans

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How a Facebook Fan Page Can Help Your Agency

• Lets you interact with your customers

• Allows you to email updates to your fans

• ALLOWS YOU TO BRAND YOUR AGENCY at moderate cost (mostly your time)

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How a Facebook Fan Page Can Help Your Agency

• Lets you interact with your customers

• Allows you to email updates to your fans

• ALLOWS YOU TO BUILD BRAND IDEN-TITY at moderate cost (mostly your time)

• Network finds new potential customers who will become fans of your agency

Page 139: Finding and Keeping Clients

Facebook Best Practices

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Facebook Best Practices

• Create a story, not a sale!

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Facebook Best Practices

• Create a story, not a sale!

• Appeal to your audience

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Facebook Best Practices

• Create a story, not a sale!

• Post regularly

• Appeal to your audience

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Facebook Best Practices

• Create a story, not a sale!

• Post regularly

• Appeal to your audience

• Create groups

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Facebook Best Practices

• Creating Groups

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Facebook Best Practices

• Creating Groups– From your Home page

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Facebook Best Practices

• Creating Groups– From your Home page

• Click on Groups on the left hand side of the page

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Facebook Best Practices

• Creating Groups– From your Home page

• Click on Groups on the left hand side of the page• Then, click on “Create a Group” at the top of the

page

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Twitter

Page 149: Finding and Keeping Clients

Twitter Best Practices

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Twitter Best Practices

• Don’t advertise blatantly!

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Twitter Best Practices

• Don’t advertise blatantly!

• Post regularly, especially supplier sales

Page 152: Finding and Keeping Clients

Twitter Best Practices

• Don’t advertise blatantly!

• Post regularly, especially supplier sales

• Quality over Quantity

Page 153: Finding and Keeping Clients

Blogs

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Bloggers’ Best Practices

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Bloggers’ Best Practices

• Grammar, punctuation and spelling!!!

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Bloggers’ Best Practices

• Grammar, punctuation and spelling!!!

• Scheduled blogging is not important.

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Bloggers’ Best Practices

• Grammar, punctuation and spelling!!!

• Scheduled blogging is not important.

• Make it entertaining to the reader.

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Bloggers’ Best Practices

• Grammar, punctuation and spelling!!!

• Scheduled blogging is not important.

• Make it entertaining to the reader.

• Make it YOU!!!

Page 159: Finding and Keeping Clients

The Seven Deadly Sins of Social Media Used for Business

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The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

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The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

• Inappropriate language

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The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

• Inappropriate language

• Repetitive promotional posts

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The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

• Inappropriate language

• Repetitive promotional posts

• Sexual orientation

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The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

• Inappropriate language

• Repetitive promotional posts

• Sexual orientation

• Racism

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The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

• Inappropriate language

• Repetitive promotional posts

• Sexual orientation

• Racism• Religion

Page 166: Finding and Keeping Clients

The Seven Deadly Sins of Social Media Used for Business

• Improper grammar and spelling

• Inappropriate language

• Repetitive promotional posts

• Sexual orientation

• Racism• Religion• Politics

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How to Succeed with Social Media

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How to Succeed with Social Media

• Think kindergarten

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How to Succeed with Social Media

• Think kindergarten– Have fun

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How to Succeed with Social Media

• Think kindergarten– Have fun– Be nice

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How to Succeed with Social Media

• Think kindergarten– Have fun– Be nice– Share

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Afraid to Jump into Social Media?

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Afraid to Jump into Social Media?

• www.socialgirlmarketing.com

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Customer Retention

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First Sale to Customer

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First Sale to Customer

• Is THE most expensive sale you’ll make to them.

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First Sale to Customer

• Is THE most expensive sale you’ll make to them.– Time to qualify the client

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First Sale to Customer

• Is THE most expensive sale you’ll make to them.– Time to qualify the client– Time to learn likes and dislikes

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First Sale to Customer

• Is THE most expensive sale you’ll make to them.– Time to qualify the client– Time to learn likes and dislikes– Time to answer the three dozen questions

that will arise

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Repeat Business

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Repeat Business

• Gets progressively less expensive

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Repeat Business

• Gets progressively less expensive

• Example: 18-day segment of world cruise– $23,000, takes longer to tell about it than to

book it

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Repeat Business

• Gets progressively less expensive

• Example: 18-day segment of world cruise– $23,000, takes longer to tell about it than to

book it

• Example: Client is fan of one cruise line– Probably has a deck named after them. They

book onboard and monitor rates for drop

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What is your client retention rate?

Page 185: Finding and Keeping Clients

What is your client retention rate?

• Definition of “Client Retention Rate”

Page 186: Finding and Keeping Clients

What is your client retention rate?

• Definition of “Client Retention Rate”– The percentage of customer relationships

that, once established, a travel agency is able to maintain on a long-term basis

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Travel Agency Customer Retention Rates

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Travel Agency Customer Retention Rates

• Royal Caribbean says 20%

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Travel Agency Customer Retention Rates

• Royal Caribbean says 20%

• NCL says 25%

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Travel Agency Customer Retention Rates

• Royal Caribbean says 20%

• NCL says 25%

• Carnival says 30%

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Travel Agency Customer Retention Rates

• Royal Caribbean says 20%

• NCL says 25%

• Carnival says 30%

• They KNOW because THEY book the same clients at times when you don’t.

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Client Retention Threats

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Client Retention Threats

• Cruise line direct bookings

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Client Retention Threats

• Cruise line direct bookings– Remember which sale is the most expensive?

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Client Retention Threat

• Cruise line direct bookings– Remember which sale is the most expensive?– Cruise lines know and are happy for you to

make the first sale for them

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Client Retention Threat

• Cruise line direct bookings– Remember which sale is the most expensive?– Cruise lines know and are happy for you to

make the first sale for them– They then take the low-hanging fruit on the

second and succeeding sales.

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Client Retention Threats

• Data from sources we trust:

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Client Retention Threats

• Data from sources we trust:– Royal Caribbean is taking 16% direct

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Client Retention Threats

• Data from sources we trust:– Royal Caribbean is taking 16% direct– NCL is taking 33% direct

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Client Retention Threats

• Data from sources we trust:– Royal Caribbean is taking 16% direct– NCL is taking 33% direct– Carnival is taking 50% direct

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Client Retention Actions

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Client Retention Actions

• Five Questions You Must Always Ask – John Jantsch, writer for Duct Tape Marketing

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Five Questions You Must Always Ask

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Five Questions You Must Always Ask

• What made you decide to do business with us in the first place?

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Five Questions You Must Always Ask

• What made you decide to do business with us in the first place?

• What’s one thing we do better than others you do business with?

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Five Questions You Must Always Ask

• What made you decide to do business with us in the first place?

• What’s one thing we do better than others you do business with?

• What’s one thing we could do to create a better experience for you?

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Five Questions You Must Always Ask

• What made you decide to do business with us in the first place?

• What’s one thing we do better than others you do business with?

• What’s one thing we could do to create a better experience for you?

• Do you refer us to others, and if so why?

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Five Questions You Must Always Ask

• What made you decide to do business with us in the first place?

• What’s one thing we do better than others you do business with?

• What’s one thing we could do to create a better experience for you?

• Do you refer us to others, and if so why?• What would you/did you “Google” to find a

business like ours?

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Client Retention Actions

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Client Retention Actions

• STAY IN TOUCH WITH YOUR CLIENTS!!

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Client Retention Actions

• STAY IN TOUCH WITH YOUR CLIENTS!!– If you don’t, the suppliers will.

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Client Retention Actions

• STAY IN TOUCH WITH YOUR CLIENTS!!– If you don’t, the suppliers will.

• Princess email program prior to sailing

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Client Retention Actions

• STAY IN TOUCH WITH YOUR CLIENTS!!– If you don’t, the suppliers will.

• Princess email program prior to sailing• NCL inside sales contacting your clients for their

next cruise BEFORE they’ve taken their first one

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Client Retention Actions

– Call past passengers for no particular reason other than to check in.

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Client Retention Actions

– Call past passengers for no particular reason other than to check in.

• Casually ask about what their vacation plans are

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Client Retention Actions

– Call past passengers for no particular reason other than to check in.

• Casually ask about what their vacation plans are• Best time to call is around the time they usually

contact you to begin planning a vacation

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Client Retention Actions

• Direct Mail

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Client Retention Actions

• Direct Mail– Done properly, one of the most cost-effective

forms of advertising

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Client Retention Actions

• Direct Mail– Done properly, one of the most cost-effective

forms of advertising• Prizm, Cohorts, etc.

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Client Retention Actions

• Email/E-blasts

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Client Retention Actions

• Email/E-blasts– Use a service such as Constant Contact to

produce professional email

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E-mail/E-Blasts

• Capture email addresses on EVERY client with the same diligence as capturing phone numbers

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E-mail/E-blasts

• Always give recipient a chance to forward the email to a friend

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E-mail/E-blasts

• Always give recipient a chance to forward the email to a friend

• Always provide a way to sign up to receive your newsletter

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E-mail/E-blasts

• Always provide an “opt-out”

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Client Retention Actions

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Client Retention Actions

• SERVICE, SERVICE, SERVICE!!!

Page 228: Finding and Keeping Clients

SERVICE, SERVICE, SERVICE

• For high dollar clients

Page 229: Finding and Keeping Clients

SERVICE, SERVICE, SERVICE

• For high dollar clients– Collect all the info needed to fill out pre-

registration

Page 230: Finding and Keeping Clients

SERVICE, SERVICE, SERVICE

• For high dollar clients– Collect all the info needed to fill out pre-

registration– Put in your name and phone number for

emergency contact

Page 231: Finding and Keeping Clients

SERVICE, SERVICE, SERVICE

• For high dollar clients– Collect all the info needed to fill out pre-

registration– Put in your name and phone number for

emergency contact– Put in your email address for contact person

Page 232: Finding and Keeping Clients

SERVICE, SERVICE, SERVICE

• Never let the client do something that is seemingly menial that you can do for them

Page 233: Finding and Keeping Clients

SERVICE, SERVICE, SERVICE

• Never let the client do something that is seemingly menial that you can do for them

• Make them dependent on YOU

Page 234: Finding and Keeping Clients

Are you going to work on Monday?

Page 235: Finding and Keeping Clients

Thanks for Attending our Session!!