Marketing Tips from Holland America

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"Marketing Tips
5 Tips to Create a Stronger Database and Drive More Business

You don’t need to be a "techno-wizard" to develop a robust and highly targeted database; just know a few common-sense rules. Here are 5 tips to consider to creating an even more effective database:

Make sure you’ve got the most up-to-date information on your clients. Check the accuracy of each client’s name (first and last), address, e-address and phone number. This may seem obvious, but you’d be surprised how many databases are out of date, especially with e-addresses.

Look at the RFM (Recency, Frequency and Monetary) behaviors of your current clients. You’ll get the biggest bang for your marketing dollars by staying in touch with those customers who have used your services within the past 12 months rather than those whom you have not heard from within the past 24 months or longer. Consider segmenting customers into how frequently they have used your services and how much revenue they have contributed to your bottom line. Don’t ignore your other clients. Just don’t spend a great deal of time and money sending them direct mail or e-mail as often as your "goldens".

Have a file that tells you what each customer’s travel interest is. Are they "coastal cruisers"…7-day cruisers…10+ -day cruisers? Do they prefer relaxing days at sea…a blend of active and relaxation? Do they want exotic locations…warm climates…historical locales? The more information you have the more targeted your messages can become, and the more you increase your opportunities to build a database of extremely loyal customers who will return to you time after time.

Treat your current customers differently than your prospects. Think of prospects as "window shoppers." You want to provide them with messages that spark their interests, but don’t assume that they are in the same "buying frame" as your current customers. You need to woo prospects. Get them intrigued about your unique selling points, customer service and brand. Again, the more data you have on your prospects (interests, when they are thinking of cruising with Holland America Line, which destination captures their fancy the most) — the more likely they’ll select you as their preferred travel professional.

Make a note on your database as to how your customers wish to be contacted. Do they prefer mail…e-mail…a telephone call…a combination of all three? Do they want to be notified of special events? How often do they want to hear from you?

Remember, you can wow people with great design, catchy and clever headlines and stellar images, but if you are targeting the wrong people, or the right people with the wrong message, your communications will more than likely end up in the round file. Think strategically. Collect pertinent and useful information. You’ll be much more assured of generating more revenue and building a more loyal base of satisfied customers."