Fly-Buy Marketing Proposal For: Marketing Future, John Date: 5th July 2011
Introduction: ‘Fly-buy’ is a term coined by the timeshare industry since the middle of the 1970’s. Referring to the sales and marketing program whereby a guest would stay at the timeshare resort or in a nearby resort on a promotional holiday, enjoying free accommodation and would fly in and buy. A complimentary resort stay is a very powerful marketing tool. Adaptable enough to be implemented in a number of ways and has proven to be a successful way of generating or rewarding clients. Examples of usage would include but not limited to: Gift with purchase Referral reward Employee reward Loyalty bonus Event & Trade promotion Lead generation tool Survey promotion Customer loyalty program Presentation reward Subscription incentive Stand alone holiday offer We benefit in being able to supply accommodation to guests who match the demographic characteristics of a typical owner. Guests whilst enjoying complimentary accommodation learn about the benefits of vacation ownership in a relaxed environment and have several days to make an informed decision. You have use of an incentive offer with a high perceived value which is an additional source of income due to the fact that the offer includes a profit share aspect. To date we have paid out over a million Euros in sales commissions.
Destinations:
Thailand winner of ‘Most Favoured Asian Destination’ – Go Asia Awards 2009 Phuket 3rd in Top Islands listing – Travel + Leisure 2009. Thailand ‘Best Value Destination Asia Pacific’ – CNN Global Travel Survey 2009
Thailand Winner of Asian Spa Capital of the Year – Asian Spa Awards 2009 Koh Samui voted 5th ‘Top Islands in Asia – Travel + Leisure 2009 Koh Samui voted 6th ‘World’s Best Island’ – Conde Nast Traveller 2009
Example of properties used The Village Coconut Island 5 Star standard
Absolute @ Q Signature Koh Samui 4 Star Standard
Nirvana Place, Jomtien 4 Star Standard
Award winning projects
Corporate Partners
Examples of marketing:
Fax Broadcasting Agora Direct - agoradirect.com.au
Telemarketing Either promoted as a standalone offer or used as an up sell / closing tool. www.onegcc.com Corporate & Business Promotions www.revelationrewards.com www.druholidays.net www.asiarewardsholidays.com
Direct Internet Bookings
www.saveonresorts.com
www.ukminibreak.co.uk
Social Media Facebook Campaign - example Dreamholiday4U www.dreamholiday4u.com.au
Magazine Adverts, Reader Promotions, Reader Prize Offers
Event Promotions
Incentive Sales
TO ADD SAMPLE
Vacation Ownership Industry
A large percentage of the leading hotel brands have a business division actively involved In the shared ownership industry. www.wyndhamvacationresorts.com www.ihgplc.com www.accorvacationclubasia.com www.hiltongrandvacations.com www.marriottvacationclub.com www.starwoodvacationownership.com
Target Markets
Phuket Arrival – Nationality
Koh Samui Arrival – Nationality
Desired nationalities Australian, Chinese, British & South African Desired demographics Koh Samui & Phuket = Family Travel. Pattaya = Single Market. Although qualification income to receive the sponsored accommodation is 30,000 Euros per year, most success is with guests whom have income in excess of 60,000 Euros per year.
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Overview Frequent leisure travellers. Interest in owning overseas property. Stay at 4star or 5star resorts. Aspirational. Desire for branded goods & products.
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Professions Small business owners Middle to Upper Management Business executives
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Lifestyle Lovers of Thai food & Thai culture. Interest in day spas Interest in diving & water sports Interest in golfing.
Potential Income Absolute provides the accommodation free of charge to marketing companies who would then promote the offer to the general public. Depending on the marketing method some generators would gain company income on the ‘frontend’ same in terms of a cheap rental promotion. For example, if you have 100 clients take up the offer per month and charging a fee of 99Euros for each booking. 100 x 99Euros = 9,900 Euros per month. There may be a percentage of clients that do not make it to the resort; historically we have a show rate of around 65% from bookings made. So that would equate to 65 families travelling. Typically we expect 20% of the guests from a particular generator to become our owners. 20% of 65 guests = 13 sales Typical sales volume is 6,500 Euros. Sales commission paid is 10% = 650 Euros. 13 sales x 650 Euros = 8,450 Euros
Front end income = Back end income =
9,900 Euros 8,450 Euros ___________ 18,350 Euros ___________