Enrichment Lectures Offer Solid Lead Generation

By Peter J. Shield PhD, ARP

Some years ago I held the position of director of in-house marketing for a timeshare development in Nevada, U.S.A. I had just returned from Hong Kong, where I was privileged to develop a marketing program for a top U.S.- based timeshare property utilizing the services of more than 40 Hong Kong travel agents. I applied the same principal that I employed in Asia to the Nevada resort guests. Namely to hold an evening presentation focusing on the enormous opportunities enjoyed by timeshare owners in fulfilling their travel dreams through the vehicle we provide. I would liken these presentations to those provided to cruise passengers under the title of “enrichment lectures.”

Those of us who have toiled in this industry for any length of time will be familiar with the fact that most guests who attend presentations do so because of the premium offered by the developer. In most cases these tour participants undergo limited qualification and have no sincere interest in our product. Consider, if you will, a prospect that sat through your presentation simply because they were anxious to learn more about how they could enjoy exciting vacations at magical destinations at a cost they could afford. It was my contention that the clients visiting travel agents were genuinely interested in vacationing. What better prospects for our product!

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Tags: Asia, Australia, China, Disney, Hilton, Hong Kong, marriott, Nevada, Spain, Timeshare, United States, USA, Wyndham