Know-How Exchange : Strategy

You haven't mentioned the most important thing in any campaign. Who is buying? So far you have only described who you are. Have you looked at who your customers are and why they choose you?

These people will have likes and dislikes, will have chosen your holiday from a choice of thousands. Putting all those together will give you a profile of a customer who wants what you have to offer.

All you have to do is write your ad so that they like what they see.

So: what questions are they asking to which your holiday is the perfect answer. You have a boat, you have had customers - so simply ask them why they came and how they found you. Without this key information your advertising simply won't connect. It's information you have at hand, right now - or at least within a week's time.

Your website doesn't speak to your customer at all, and whilst its a nicely presented website, this is using less than half its effectiveness. Good communicative copy will get you found by the people who need to find you for a super relaxing holiday in the sunny Seychelles.

Does this help any?

PS I knew it was your site as there was an email address for a Michelle ;-)

Are you focusing on trying to get people to come to Seychelles or for those already there? Where are your customers from? When do they come? Why? Could you work with travel agents that specialize in high-end travel to your region? What about working with high-end hotels to offer a "special VIP experience"?

Who is buying and where do these people LOOK? To sell hotdogs you need a starving crowd. To sell luxury yacht charters you need RICH crowd, the members of whom want to show off to other rich people in the crowd.

Consider luxury harbours, boat slips, watering holes, high end magazines.

Thank you all for your comments and Honesty!!!
Obviously we have a lot of work to do.
When we designed the website we thought that people visiting our site will know what bareboat is- yacht only no crew. We are obviously wrong there. We know who our market is. We are just finding it extremely difficult to put our product in their hands. Do you think it will be a good idea to get a professional marketing company to redo our marketing? As we have done print ads in high en magazines, boat shows etc.


Thank you again.

Michelle, you know your market. I posted an answer to this question this morning which might interest you:

https://www.marketingprofs.com/ea/qst_question.asp?qstid=41215

The one thing you need isn't marketing, it's a perspective on your business that only your customers can give you. A good marketer can help you there, give you some direction - you obviously have the enthusiasm to do a good job.

Another point is that you are willing to learn - now this might seem a little dismissive of me in these circumstances only realize that you learned that not all of your customers know much about boats. THAT is one huge advantage for you: it immediately sets you as the expert. More than that, you have listened to your customers and on each occasion will try to explain your expertise to them and not just assume they know what a sheet bend is.

I know of way too many businesses where they assume their customers know as much as they do! Why would someone come to a computer shop if they already knew the answer? So well done for getting that right.

Thank you Moriarty!!!
I read the link you posted and wow! I am starting with both methods now!
One line that really hit home is "you are talking to yourself".

Thank you!
Michelle

Have fun, Michelle! When you go through this and it looks confused, continue until you get to the end. You'll have a clearer idea of the things that are becoming apparent by then. That's the time to go through it again (or go down to the beach for the afternoon!). Each time you go through you'll come up with commonalities, generalities that weren't apparent on the first course through.

Remember that there aren't any definitions here save those you make for yourself. That's because the situation is unique - so there can't be any. You're piloting solo!

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Hi Mike

Thank you so much!!
head spinning!!!