Category Archives: Gaining a Competitive Edge

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How to Increase Your Flooring Sales with Travel Incentives

By | Gaining a Competitive Edge, Generating More Referrals, Home Improvement / HVAC, Increasing Sales / Gross Margins, Powerful Closing Tools | No Comments

Over the past couple of months, we’ve noticed that search queries related to “flooring sales” have led to more and more users ending up on our website. Along with sales events, there have also been inquiries into marketing and advertising strategies for flooring companies.

Given that advertising is a hugely important element of marketing, the key question here is: “Are incentives an effective means of improving upon my flooring company’s marketing and sales objectives?”

In this article, I will be providing answers to this question by discussing the following:

• Marketing & advertising

◦ The importance of proving your company’s value to customers

• How incentives can be utilized to close more sales

◦ The importance of consistency in your marketing and sales efforts for optimal results

Marketing & Advertising

Within the entire scope of what marketing involves, advertising is often one of the more the costly investments – this is especially true when you take the expenses of traditional advertising platforms into account.

But even if you’re keeping your ad budget strictly bound to online advertising, there is an inherent cost that is greater than many other online marketing costs.

That’s what makes it so important to get the absolute most you can out of your ad budget. As such, what you advertise needs to spark interest in both your current and prospective customers.

Ask yourself this question: What am I going to be advertising and what will my customers get out of it? The second part of that question is the most important.

As cynical as it can sound, the customer does not care about you or your product; they care about what you and your product (or service) can do for them. It’s your job to prove the value of your product and business.

Along with that proven value, an extra exciting bonus can help you seal someone’s interest. “BUY ONE, GET ONE FREE!” “Get your first month on us!” “Spend $1K, enjoy a weekend away!”

This is where sales incentives can fit into your advertising – as well as your overall marketing plan. Because whether it’s a sale, a contest, or some other type of promotion, your marketing has an extra edge when you offer something of additional inherent value to the customer.

Proving Your Value

How do you go about proving your business’s worth to a prospective customer? Some key approaches to consider, first and foremost, include:

Testimonials

• If possible, any statistics related to your company’s performance (e.g. a customer satisfaction rating of X%, guarantee job completion rates of X days, and so on)

• Links to, or embedding onto your website, customer reviews

• Clear list of common customer pain-points and how you address them

Your value is definitively linked to the trust that a prospective customer has in your business. As advertising has a more immediate impact and is limited in nature, you’ll want to complement it with wider marketing efforts such as those listed above.

Whether you’re sharing testimonials on your website or social media, or you’re delivering valuable advice through a blog or a brief post on Facebook, you’ll want to regularly put effort in to prove your flooring business’s knowledge and, by extension, its value and trustworthiness.

Sales

Much in the same way vacation incentives heighten your ads and total marketing impact, they play an integral role in closing sales – and this can be essential when your customer is considering your quote against those of your closest competitors.

There’s only so much money you can take off from a quote to best a competitor – and sometimes you won’t be able to take any money off whatsoever. Trip incentives fill in this blank; they allow you to maintain prices that will be beneficial to your company’s bottom line while still giving the customer an offer of value and reason to choose you.

A great way to put the vacation incentive front and center with your price quote is through what we call a “leave behind.” It provides attractive details on what the incentive itself offers the customer.

For example, if you offer a 5-day cruise, the leave behind acts as a visually appealing pamphlet that explains all of the perks and unique experiences the customer will have if they buy from you and receive the cruise certificate as part of the sale.

Be Consistent

Remember that most of the success that comes from sales incentive promotions is through how they’re utilized and marketed. You can increase interest in your travel incentives by marketing them – inform the public that you’re including vacation offers with flooring contracts. And don’t be afraid to use the vacation incentives in multiple ways – for sales events, contests, customer appreciation prizes, etc.

In other words, you want your efforts to be all-encompassing. The marketing, the advertising, the sales process. Ensure they’re in harmony with one another as a cohesive whole. Maintain a consistent message, and you’ll find that your incentives will take your marketing and sales to the next level.

Get in touch

If you want to learn more about travel incentives and how they can provide you with an all-encompassing marketing and sales solution for your flooring company, you can reach out to us by calling 1-866-883-2968 or by simply filling out the form at the bottom of this page.

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6 Stellar Experiential Giveaway Ideas

By | Airfare Package / Vegas, Cruise Packages, Gaining a Competitive Edge, Hotel / Resort Packages, Sports & Entertainment Tickets, Theme Park Packages | No Comments

When it comes to giving away a gift to your customers, your mind may immediately turn to the likes of gift vouchers, a money prize, a car, and so on.

While gifts such as these can be appreciated, they are ultimately things – and what many people actually prize the most in life are great experiences.

That’s why, in today’s article, I’ll be detailing six fantastic giveaway ideas that all have to do with offering customers experiences that they will appreciate and remember for years to come.

1. Cruise

In terms of experiences, many people never think to go on a cruise as a way of vacationing the world in a different way. But along with the fact that a cruise ship is essentially a massive sea-bound resort, cruises also encourage a unique way of seeing and experiencing different countries.

Whether the ship docks for a day or two, there are plenty of opportunities for all of those aboard to disembark and come back with special memories.

It doesn’t hurt that much of the food and drink on cruises are all-inclusive, too.

2. Vegas

No matter who ask, almost anyone who has been to Vegas will tell you it’s an experience. In many ways a playground for grown-ups, Vegas has evolved in many ways to also be a fun destination for families.

Whether someone wants to unwind with drinks, see how good their poker face is, visit M&M’s World with the kids or take a helicopter ride over the Grand Canyon and enjoy the stunning views, Las Vegas is the perfect jumping off point. And that’s without mentioning the wide range of fantastic restaurants and live shows on offer day after day.

3. Theme park

While not everyone may be interested in experiencing some of the craziest roller coasters out there, theme parks are so much more than just a place to test your adrenaline mettle. Whether you send a customer off to Disneyland or a local amusement park, there’s often plenty to see and do.

theme-park-giveaway-ideas

For a local theme park, it could be as simple as tickets for a one-day pass; but if you’re looking to up the ante and send them to a theme park in another state, try to opt for one that is also a resort. That way, if anyone ends up feeling a little theme parked-out, they can always relax by the resort pool with a refreshing cocktail.

4. Resorts

Speaking of resorts, sometimes what the body and mind needs is a few days of pure relaxation and disconnection from the usual day-to-day rat race – and this is what resorts are renowned for offering.

Resorts are also a great giveaway option because they provide customers with choice. They can go to the resort and stay there the whole time if they just need pure rest; or they can enjoy the resort while also heading out on daytrips to check out the surrounding areas.

It‘s a win-win.

5. A Local Escape

As wonderful as a luxury cruise or a flight to Vegas can be, for some the best vacation is a staycation.

Staycations are the perfect time to offer a local escape experience. Your customers don’t have to pack up suitcases or organize for someone to grab their mail and check up on their pets; but they can still experience the joys of unwinding and even experiencing new things in their very own backyard.

A local escape could be something as simple as a 5-day stay at a nearby hotel or providing your customers with the funds necessary to take a little break – and tickets to a few local attractions to boot.

6. Sports/events

Another great local solution is to give customers tickets to an event in their town or nearest city – think sports, concerts, etc. Or, if you’d rather provide the customer with greater choice, you can give them a product such as Odenza’s VIP Ticket Pro, which allows them to choose from thousands of events online and purchase two tickets to the one of their liking.

This variety of choice also means they can opt to attend an event in any major city across the country. For example, they could be going on vacation in another state in the near-future, and happen to realize an artist they like is doing a concert in the city they will be visiting.

Get in touch

What kind of experiential gifts have you given to customers in the past, if any? Be sure to share your experiences in the comments below.

If you want to learn more about experiential gifts such as travel incentives and how they can help you grow your business, you can reach out to us by calling 1-866-883-2968 or by simply filling out the form at the bottom of this page.

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Same Car, Same Specs: Incentivizing Customers to Choose You Over the Competition

By | Automotive, Gaining a Competitive Edge, Powerful Closing Tools, Standing Out from Your Competitors | No Comments

This article originally appeared on LinkedIn

If you’re an auto dealer, then no doubt you already know who your competitors are. After all, knowing who you’re up against allows you to work on standing out from them. But sometimes that’s easier said than done, and you’re still left with that question: “How do I stand out from my competition?”

That’s exactly what I’ll be answering here by focusing on three key areas:

1. Knowing your competitors
2. How incentives give you a competitive edge
3. Marketing for the highest returns

Knowing Your Competitors

Competition offers consumers more and more choice. And while this is fantastic for the customer, it does mean that you need to spend time ensuring you actually understand your competitors.

But what exactly does understanding them mean? Consider the following when getting started:

Where they’re located: the closer they are, the easier it is for a prospective customer to check out their offers – but even if they’re a town or two over, don’t underestimate a customer’s drive to get the most bang for their buck

What they sell: naturally, your biggest perceived competitors will be those that sell the same vehicles as you do

What payment options they offer: outright purchases, monthly installments, interest-free for X number of months/years, etc.

Perks: what do customers get from your competitors when buying from them? A year of free fuel, complimentary check-ups, extended warranties, cash-back, etc.

How they market themselves: is their marketing better than yours? Are they more active on social and most digital channels, or they more traditional with print, TV, radio, etc.?

With location, you owe it to yourself do a quick Google search of your competition. Let’s say you’re a Kia dealership located near Cleveland, Ohio. When you do a quick Google search of competitors within that space, Google Maps returns the following results:

kia-competitor-analysis

As you can see from the top 5 results alone, all of the dealerships have great customer ratings, and all of them are within reasonable proximity of one another. Across some of these dealerships within the region, they offer monthly payments such as:

• $223 per month (36 months) for the 2017 Kia Sorento LX
• $184 per month (36 months) for the 2017 Kia Sorento LX
• $179 per month (36 months) for the 2017 Kia Sorento LX
• $229 per month (36 months) for the 2018 Kia Sorento LX

You get the picture. Point being, all offers are within a $50 difference per month, with the 2018 model being the most expensive.

HOW ARE YOU GOING TO STAND OUT?

What if you’re that dealer offering the 2017 model at $184 per month and your prospective customer is seriously considering the $179 per month deal? What makes your slightly more expensive offer more appealing than your competitors? Same monthly payment option, same model, same color…

With the right perk, you can turn the tide in your favor.

Now, what would make a customer want your offer?

Travel Incentives! An Auto Dealer’s Competitive Edge

Okay, so you have $184 per month vs. $179 per month. The former, over a 36-month period, is an additional $180. That extra $180 the customer is putting into that dealership can be completely accounted for with a travel incentive.

Image the dealership with a slightly higher monthly repayment rate handed their customer a travel certificate that allowed them and their partner to go on a 5-day cruise with food, beverages (save the alcoholic variety), and entertainment all included.

What is $5 per month compared to a cruise that will offset that slight price increase by thousands?

The customer buys a vehicle, and then they get a cruise. And if a couple is buying the Kia Sorento LX, chances are good they’re parents. It’s often how the vehicle is marketed.

Gifting the parents with a relaxing cruise where they can spend five romantic and rejuvenating days together certainly beats saving $180 over three years. This is a great approach to incentivizing customers to go with you.

Marketing for the Highest Return

When it comes to actually marketing your incentive offer so that it will help you stand above the rest, you need to have full buy-in. After all, travel incentives are designed to help make it easier for your dealership to close more sales.

The list below shows some of the essential points to remember for the best marketing performance:

• Make sure you and your management team are all onboard with the effort (the aforementioned full buy-in);

• Ensure your sales staff are jazzed about the campaign and offer the trips at the point of sale (read here to learn more about getting your sales team behind an incentive initiative);

• Make sure you have put up all marketing materials in the showroom – posters, balloons, window decals, etc.;

showroom-example-1

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• Market the incentive on your website, social accounts, email, and other digital channels;

• Work any advertisements of the campaign into your current budget – do not go beyond it;

• Boosted posts on Facebook are a great way to promote the campaign for little money. $25 per week is more than enough for good exposure; and

• Again, offer the travel certificates at the point of sale – do not wait for customers to ask, because most rarely will. You want people to know the offer is still ongoing, and this will create a bigger buzz and bring in more customers.

Along with the above points, take some time to consider how you’d like to implement these incentives into your sales efforts. Will they be used purely as closing tools or will they be part of a larger promotion or contest?

We have even more great advice here on how to get the most out of travel incentives across various applications.

Let’s Talk

Ready to best your competitors? Fill out the form belowcontact us online, or give us a call on 1-866-883-2968.

game-of-chess

Competing Against the Alternative: How to Finish First

By | Airfare Package / Vegas, Driving Repeat Business, Gaining a Competitive Edge, Industry, Powerful Closing Tools, Standing Out from Your Competitors | No Comments

Do you remember when you had to be good at more than just one thing? You had to be good at your job but you also had to be able to change the oil in your car, switch over the winter tires, you had to be able to sew and cook; in other words, it was common to be able to do a number of things and that’s how we lived. I still remember that you couldn’t be a professional soccer player – you had to be a soccer player and do something else to make a living.

Nowadays you can make a living doing just one thing. What used to be exclusive to the realm of the artist or the professional is now available to all of us.

Specialization

An interesting thing happens when everyone is so specialized. All the specialization leads to less competition. Well, less competition by meaning of a direct competitor; but what increases are the alternatives. So when you’re a business owner, or sales and marketing professional, you’re faced with not only competing against other businesses or people that do exactly what you do, but now you’re also competing against the alternative.

What are the customers’ alternatives?

As specialization continues to increase into the world of super-specialization, what you end up with are many more alternatives for your product – but the alternative of your product may not always be obvious. For example, is your new car competing against a home renovation company? Perhaps new home furniture is competing against the down payment on a new car in your prospective customer’s mind.

considering-the-alternative

Often they will have to weigh options as to what they will invest in first: a car for the family, getting renovations to their home done, buying new furniture, going on a long-desired vacation, etc. So even if you narrow down your business’s area of specialization, you will still always be vulnerable to these entirely different alternatives. It’s an area of competition that many businesses tend to overlook – especially businesses that sell big ticket items.

The sales team

If you are in sales, you will be impacted by this in a bigger way than just about every other department in your organization. This is because speaking to the customer can’t be a rambling on about your own product. The questions you ask must be geared towards an overall understanding of the parties with whom you are talking.

This will be further complicated for those that are selling into any major decisions such as the purchase of furniture, home improvement services, or a vehicle. The complexity lies by the fact that these decisions are usually made by more than just one person in the family. You are often dealing with your customer and their spouse, and in some cases your customer and their entire family. Once again, it’s the sales department that will have to face this increased complexity right there on the frontline.

family-buying-car

With this in mind, it’s critical for anyone in sales management to teach your people that they’re not just competing against the other specialized competitor; but to also be aware that they are likely competing against another alternative which may not be immediately obvious. This requires a greater emphasis on creating a comfortable rapport with not just the direct person you’re selling to, but the other people that may be “coming along” with them. More time should be taken to ask the customer more questions so that you have the full picture and, as a result, can address those concerns that are within your ability to influence.

Asking the right questions and offering the best answer

Let’s take a look at an example. Say you’re trying to sell a $40,000 car to a mom and dad with two kids who are also wanting to go on a vacation soon. Depending on the financing options they have available to them, the purchase of that $40,000 car may be feasible or they may decide that the better option is to hold off for anywhere between six months to a year so that they can go on a nice summer vacation first. Even if financing, there will still be a deposit.

That’s why it is so important for a salesperson to be able to ask the right questions, to get to know the buyer and family’s financial pain points, and to understand what matters to them on a fundamental level. When you put in the effort, you not only have more opportunities to decipher and address their key concerns, but you also build a rapport and reciprocal trust. It gives you a better chance of making the sale, and removes the proverbial elephant in the room.

For the marketing department, it’s critical to be aware of the most common alternatives to your product or service. Even though you may be in a very small niche as it is, you must still outline and understand the alternatives your customers might be inclined to purchase rather than your product. That way, just like the sales team, you can address these alternatives and find ways to refine your message so that people are more drawn to your products and/or services.

If this alternative did happen to be that a family, and prospective customer, were also hoping to go on a vacation in the next year, then you could cater to this alternative by including a travel certificate as a purchase reward. That way, they end up buying your product and can still go on that much-desired vacation – thanks to you.

The below image shows a couple who experienced exactly this. As the customer, Heather Vos, said: “Our vacation to Las Vegas was amazing! We received this vacation as a gift when purchasing our Nissan.”

happy-customer-vegas-certificate

Remember that, no matter the alternative, you need to think beyond your own business. People are constantly weighing their options against their finances to determine what they can afford next. Asking enough questions will help you to establish trust, and an understanding of their needs. Then you can position your pitch, your product and your marketing appropriately and get the sale!

Want to talk right now? Call us on 1-866-883-2968 or fill out the form below.

chevy-dealership-storefront

Small-Town Chevy Dealer Sells Big with Exclusive Escapes

By | Automotive, Cruise Packages, Gaining a Competitive Edge, Hotel / Resort Packages, Powerful Closing Tools | No Comments

Dalhousie, New Brunsick: A Small Town with a Successful Chevy Dealer

In the province of New Brunswick, Canada, there is a small town called Dalhousie. This town has a population of around 3,500 people and rests near the border of Quebec, divided by the Restigouche River. Suffice to say, small towns can always be tough for businesses, and auto dealers are no exception.

While a smaller local population is an understandable concern for any business, it is by no means a barrier to success. With the right offer and approach to promoting it, smaller businesses can experience great success. And this is where the town of Dalhousie comes into play – or, more specifically, an auto dealer in that town.

Small Town, Big Returns

It was only a couple of months ago when a Chevrolet auto dealer called us to enquire about our travel incentive packages and what we could to help them increase their monthly sales numbers – they were averaging between 20 to 25 cars per month. We proposed our Exclusive Escapes product, which allows customers to choose from one of three vacation options upon redemption:

1. A 7-night resort stay (with 3,000 resorts to choose from);
2. A 5-day Carnival Cruise; or
3. A 2-night hotel stay in Las Vegas (including airfare)

The dealer was happy with this package, ordered 30 to start off with, and they got the promotion up and running around the second week of July. For their first, shorter running month of July, they managed to increase their sales numbers to 43 cars; close to a 100% increase on average monthly numbers.

As of writing, they have purchased a total of 114 travel certificates from us, which shows the immense influence these travel incentives have had on buyer behavior. With this success in mind, it reiterates an important point for all businesses, whether they’re involved in the automotive industry or another industry: the size your business does not matter – success is always possible.

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2. The Keys to Success

Regardless of what size your business is, success is typically about hitting higher targets. If you sell 20 cars one month, then perhaps your goal for the succeeding month will be 25, then 30, and so on. Or perhaps success is about maintaining a certain number of sales per month while being able to bolster sales during the typically slower months.

When we started working with this Chevrolet dealership in New Brunswick, their aim was simple: take what they were selling at the time and increase these monthly sales enough to increase profits while also accounting for any expenses associated with the travel promotion.

While there can often be a persistent narrative that success is equal to X number of sales and anything less is below the measure of success, that is simply not true. Chances are your smaller dealership in a town of 3,000 is never going to hit the same sales numbers a major automall in New York is going to.

success-concept-woman

It’s imperative that when you’re striving for success you actually know what your measure of success is. As I said, the Chevy dealership wanted to increase sales; and with our travel incentives, they managed to sell almost double the inventory than they usually did. And the amount of money they made from extra sales easily covered any of the costs associated with the incentives and marketing.

If you’re a new business, your first goal of success may be to break even within two to three years (a common aim for many); whereas your goals may shift to X amount of money generated per month later down the line. No two businesses are the same, and depending on your target audience, your local prospects, your competitors, and a wealth of other factors, success needs to be defined and benchmarked in varying ways.

This was very much the case for our Chevy dealership. They were located in a small town, with a population of around 3,500 people, and they wanted to find a way to boost sales beyond their average. With the right incentive and associated strategy, they achieved great results.

Pulling in a Wider Audience

One reason for their success was the pull that their offer had. If you were going to score a trip with a car purchase, it’s the kind of thing that undoubtedly has the power to pique your interest. As a result, this small dealership was able to pull in customers from other areas, including those living on the other side of the New Brunswick-Quebec border.

Their reach expanded from their small town to other towns thanks to the promotion, and the value of the promotion brought a wider customer-base in. Being able to expand your reach and appeal to more people is always a plus, and it can greatly complement your benchmarks for success.

Depending on what your business is and where it is located, you may not have to rely on customers from nearby towns or cities to come in, but there’s no harm in keeping them in mind. Even if you do decide to keep your target audience within your own town or city, having some type of incentive or reward that really adds true value to your product or service offerings will certainly draw in more people, regardless.

Want to talk right now? Call us on 1-866-883-2968 or fill out the form below.

Image sources:

• Main Image (Chevy Dealer) courtesy of Mike Mozart via Flickr, used under Creative Commons 2.0
• Photo of Dalhousie, NB, sourced from www.marinas.com
• Success concept image courtesy of Max Pixel; Creative Commons Public Domain

ny-dealership-syracuse

3 Ways an NY Dealership Wins with Travel Incentives

By | Automotive, Cruise Packages, Gaining a Competitive Edge, Generating More Referrals, Hotel / Resort Packages, Increasing Sales / Gross Margins, Inspiring Customer Loyalty, Powerful Closing Tools | No Comments

See How this NY Dealership Yields Great Results with Travel Incentives

It goes without saying that New York state is full of competitive auto dealers and auto malls that are slugging it out to win customers business. If you type in “auto dealers in new york state” into Google, unsurprisingly you get hundreds and hundreds of results – and many of these results show dealerships with ratings of 4 stars and higher.

In such a saturated market of well-regarded dealerships, you need to make a good first impression. We’ve spoken about this in the past, such as with Sutherlin Nissan in Florida, but the ways in which travel incentives can be utilized to give your dealership that much desired edge are never a one-size-fits-all affair.

In this blog, the focus is going to be on Driver’s Village in Syracuse, New York – particularly, a client who runs a Kia, Fiat, and Mazda dealership within Driver’s Village.

1. A Competitive Edge

No doubt having a competitive edge over your direct competitors is something you want. But what you may not have otherwise considered are those less obvious competitors – those other companies offering a completely different product/service that your customer is also taking into consideration. In the event your prospective customer opts to invest in that product or service, they may no longer have enough money to invest in buying a new vehicle from your dealership.

Travel incentives provide you with a solid competitive edge. Say, for example, that other product/service a potential customer is considering is a vacation. If buying a car from you meant they could still go on a vacation, but for much less, don’t you think that would give you a competitive edge? And not just against your direct competitors, but the very vacation your customers were otherwise in the midst of funding.

General Manager Willis Amica uses the power of these vacation offers to his advantage, candidly stating, “One thing I alway say is, ‘Hey, you’re gonna buy a car, anyway; you might as well take a vacation.’” It’s simple, but powerful; because suddenly you’re not just a car dealership, but you’re also a place of business that can offer customers an emotionally rejuvenating experience. From time to time, everyone needs a vacation – that invaluable experience of simply letting everything from their day-to-day life go.

2. Postcards

Another approach Willis likes to take is to have customers who end up going on a vacation to send through postcards and/or photos of their trip. Not only does it show him that his customers make use of the provided travel certificates, but it also allows him to show these postcards to other prospective customers. Instead of having generic stock imagery, he has real-world examples of prior customers who had amazing experiences thanks to his dealerships. These authentic examples make new customers feel more confident about the travel offers he and his sales team put forward.

Another important aspect of this practice is that it helps reinforce the positive association customers form with the dealership. If you encourage your customers to send through a postcard or photo of their vacation once they return home, it reminds them of the fact that you’re the reason they were able to go on it in the first place – those fond memories mix with an even stronger fondness and appreciation of your dealership.

3. An Undeniable Perk

Touching on the competitive edge offered by incentives again, another key perk is how travel incentives deviate from the more typical customer rewards such as cashback offers, gas cards, tablet devices, etc. Many of these rewards have become so commonplace and short-lived in terms of the positive affect they have on consumers, that they can hold little perceived value in the long run.

For vacations, however, this perceived value increases substantially. As Willis notes, given travel incentives are infrequently offered when compared to other rewards (such as those mentioned above), they will set you apart. At Odenza, we offer local exclusivity to our clients, which means they don’t have to worry about a nearby competitor being able to offer the same travel product or incentive. This will undoubtedly help your business maintain its competitive edge.

To learn more about our travel incentive products and marketing services, get in touch with us online, fill out the below form, or call 1-866-883-2968.

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Here’s How Sutherlin Nissan Triumphs with Their Travel Incentives

By | Automotive, Cruise Packages, Eye-Catching Showrooms, Gaining a Competitive Edge, Increasing Sales / Gross Margins, Motivating Sales Team / Staff, Outstanding Marketing, Powerful Closing Tools | No Comments

Florida’s Sutherlin Nissan: A Travel Incentive Success Story

“A lot of times when we’re close to making a deal, and the customer’s just not too sure about doing the deal or not, we’ll say, ‘What if we throw in a cruise for two?’ 90 per cent of the time, they say yes.”

Sutherlin Nissan is just one of many dealerships throughout the US that has made use of Odenza’s travel incentives. We’ve said in the past that how effective an incentive is depends on how well it is utilized, and Sutherlin Nissan is a shining example of this.

There are two key ways in which they have used our incentives over the years, and they’re both worth taking into consideration for your business – it doesn’t matter whether you manage a dealership or business in the heart of Florida or not. Great ideas transcend industries, as well as locations.

The two approaches Sutherlin Nissan has often embraced are:

1. As a reward on a spin-the-wheel random prize draw; and
2. As a closing tool

1. Random Prize Draw

If you’ve ever had an issue with getting people into your store, then no doubt you’ve asked yourself this question: “What can I do to make people want to come in?” A big ad campaign may not always be an option given the costs it can bring. In light of this, sometimes the determining factor is the experience you can offer a customer over your competitor – whether they’re next door, a couple of blocks away, or even a town over.

For Sutherlin Nissan, as with most dealerships, their competition is very close by. To create a sense of excitement for customers who came to their dealership, they had a prize wheel. Being able to spin the wheel didn’t necessarily require a prospective customer to even buy anything. There was the chance of a great reward just for stepping foot inside the dealership.

The random prize draw was a great success. Sutherlin Nissan’s General Manager, Lance Lopez, says, “[People] see other customers spinning the wheel, and it creates a lot of excitement. They want to be a part of that.”

Bringing Your Customers In

Now, while you may be thinking, “That’s all well and good, but it doesn’t mean it’d work for me,” you have to consider why a random prize wheel was beneficial for Sutherlin Nissan – it brought more people in and got more eyes on their vehicles.

In general, I know I have walked past plenty of great stores in my life but never set foot in them purely because there was no additional incentive to do so. After all, if there are three shops that all do basically the same thing, I’ll probably be drawn to the one that is putting in a real effort to differentiate itself – lower prices, better return policies, superior customer service, and/or high-quality incentives.

There would be two key factors that would cause me to stop at a dealership. These would be 1)is anything on sale? and 2)what can this dealership offer me that the one across the road can’t? If I saw a sign out front of the dealership that read, “RANDOM PRIZE DRAW! SPIN THE WHEEL AND WIN, GUARANTEED!” then that’s going to pique my interest.

It’s this ability to bring a prospective customer in that can significantly turn the tide for you. Even if the customer in question isn’t actively looking to buy a product you sell, you still have an opportunity to guide them in that direction. You can never underestimate the value of increased foot traffic.

Don’t forget that an additional incentive or random prize also influences the opinion people form about your business. Prize draws and rewards offered for purchases build a strong, positive association between the consumer and your brand. This association is fundamental, because it can lead to any number of positive outcomes:

1. They become a repeat customer;
2. They go out of their way to write a positive review about your business;
3. They tell their friends and family about your business (word-of-mouth marketing); and
4. They become a brand evangelist for your business – someone who never has anything but positive things to say about your business and what you do

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2. Closing Tool

Using a cruise incentive as a closing tool has been a highly successful strategy for Sutherlin Nissan. For Lance Lopez, the experience he has had with our incentive packages over the years have led to a closing rate of about 90%. That means whenever a cruise for two has been offered up to sweeten the car-buying deal, 90% of customers have made the purchase.

Industry averages for auto dealers can differ depending on who you ask, but often you’ll be looking at a closing rate of between 15 to 30%, give or take a couple of percentage points on both ends of that scale. So taking Nissan Sutherlin’s percentage into account, they have a closing rate at least 3 times higher than industry averages.

What Makes it Work

Offering people a cruise is going to sweeten the deal of any sale, but it also comes down to execution. The success at Sutherlin Nissan is also thanks to the fact that Lance and the entire team of dealers were involved in the effort. They took the time to learn about the incentive product they were selling.

With that understanding came the ability to effectively integrate it into their marketing and sales efforts. If you had a dealer fumbling over the details of a cruise or vacation offer, then you’re not going to feel that confident about this value-added incentive.But if a dealer can say, “This is how it works,” and lists the key details of the cruise or the vacation succinctly and without fumbling over themselves, then your response will logically be different.

This is what Sutherlin Nissan have done successfully time and time again over the years – and it’s their ability to sell their cars and these cruise incentives, as well as their enthusiasm, that has led to such exceptional closing rates. Enthusiasm and excitement are infectious – if you and your staff convey that, then your customers will, too.

If you want to find out more about Sutherlin Nissan’s success story or how our products can help your business greatly increase sales, then be sure to check out the YouTube video we embedded earlier of our interview with Sutherlin Nissan, or you can access it below along with a couple more important links.

Want to talk right now? Call us on 1-866-883-2968. Alternatively, you can fill out the form at the bottom of this page and we will get in touch with you as soon as possible.

Additional Links

Interview with Lance Lopez of Sutherlin Nissan
Odenza Reviews – what our travel customers have to say
Odenza Vacations Partners
o WestJet Vacations, Las Vegas Conventions Visitors Authority, Air Canada Vacations,
Carnival Cruise Lines
Contact us online

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Winery’s Free Companion Cruise Program with Odenza

By | Cruise Packages, Gaining a Competitive Edge, General Retail | No Comments

 

Odenza was able to partner up with a local winery and help them market a new product, increasing sales and product awareness overall.Offering Travel Incentives

A company that’s been around for decades understands how important advertising, marketing, and finding fresh new ways to stand out from the competition is. It’s not enough to have a great product, you have to know how to effectively market it as well.

One great promotional idea is to offer your customers a complimentary travel incentive. Travel incentives work wonderfully as grand prizes in contests and draws. They increase profit by creating excitement and giving your customers that little extra push they need to buy your product. After all, everyone loves to go on vacation, and what could be better than a complimentary one?

However, planning a travel incentive can be very challenging as after the prize is given, you want to make sure that the customer’s experience in planning the trip is easy and stress-free. Think how much planning you have to do for your own vacations. Can you imagine doing that for each one of your customers? Fortunately, there are outsourcing options, like Odenza.

Implementing the Winery Promotion with Odenza

The winery client was so impressed with Odenza’s dedication in planning their promotion that they gave them a perfect, 10/10, satisfaction score.

The purpose of the winery promotion, known as the “Free Companion Cruise Program,” was to generate excitement for the winery’s new 1L product. This was accomplished by featuring complimentary travel certificates on each one of the bottles during the winery promotion, so customers received a cruise certificate when they purchased that particular bottle of wine. The promotion was offered all throughout Western Canada and the results of the winery promotion exceeded the company’s expectations.

Not only did wine bottles fly off the shelves during the winery promotion, but the winery marketing strategy also contributed to the increase of profits for their fiscal year. Between 2006 and 2007, the company awarded 30 in-store prizes to its employees and gave away 24,000 packages to its customers.

So, not only did the winery promotion increase sales with the company’s customers, but it also motivated employees to sell the product. Another great way is to award the employee that generated the highest sales during the winery promotion with the incentive. This way, they’re motivated to win and push the winery promotion. The company owes much of their success to Odenza.

Why Odenza?

If you’re not yet convinced that Odenza is the company to invest in, consider this; our sales department has received the Carnival Cruise Lines’ Pinnacle Club Award three times and our marketing department has received the prestigious Gallery of Superb Printing Award, also three times. Also, according to a recent study conducted by Concordia University, we’re the best travel incentives company around.

Odenza helped their winery client generate revenue, so why not see how they can help your business? You don’t have to be a big company like to hire Odenza. Odenza’s marketing team has many travel certificate options to choose from, so you can pick the right one for you and your customers. We also give you free marketing materials for your promotion and offer support with the promoting of the special event. Additionally, we offer copyrighting services so you have complete ownership of the work completed.

Finally, we employ experienced, in-house travel agents to ensure your customers have an easy trip-planning experience and a wonderful vacation.

So why not choose Odenza to help you out? Planning a travel incentive promotion with Odenza is easy, and it offers your customers that little extra push they need to invest. Their client can attest to this because of their special winery promotion. Outsourcing takes a lot of the stress off your hands, allowing you to focus on what’s important; your business and its profit.

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Why Have Prize Giveaways?

By | Gaining a Competitive Edge, Improving Social Media Engagement, Increasing Sales / Gross Margins, Outstanding Marketing | No Comments

It’s tough to come up with fun and creative ideas to attract customers to your store, but it’s the only way that you can succeed in owning your own business. Additionally, it’s imperative that these ideas help you to stand out from the competition.

One great option is to host a special event or a weekend sale and offer prize giveaways. This is a great way to bring more and new customers into your business and help you generate a constant flow of communication between you and them. Offering prizes will also help to generate excitement and energy in the room, making it a great way for you to stand out from your competitors.

Why Have Prize Giveaways?

Essentially, and mentioned previously, because it’s a fun, exciting way to bring customers into your store. A lot of planning goes into this, such as deciding what prizes to offer, developing keen marketing strategies, providing great customer service, and so much more. When planned correctly, offering prizes will generate excitement and keep customers engaged and happy.

Prize giveaways will also allow you to collect customer emails, phone numbers, etc., so you can stay in contact with them. This will generate loyal and regular customers and help you to build meaningful relationships with them. If you’re a successful business entrepreneur, you know it’s not a good idea to only interact with your customers once.

It’s true that offering prizes is one of the best ways to bring in business, but if it’s executed incorrectly it can really hurt you at the same time. Because of this, one question comes to mind; which prizes have the most value?

Which Prize Works the Best?

Prize giveaways offered at a special event/weekend sale can make or break the occasion. There are a number of things to keep in mind when deciding on what prize to offer, but the three most important are your budget, your clientele, and what profitable goal you want to reach.

Picking a prize that’s affordable and that your customers will like is difficult. Because executing your special event and prize giveaway is so important, it might be a good idea to outsource. With that being said, a great option is to offer your customers a travel incentive that Odenza can help you put together.

Travel Incentives are the number one prize to offer customers, which makes perfect sense! There are other prize options like money, but this is something your customers probably see on a day-to-day basis, and doesn’t provide the customer with a meaningful experience like a vacation does. Most people only vacation about once a year, some getaway even less, some people may have never been out of the country before! So when someone gets to go on complimentary vacation with a loved one, it really does make all the difference.

How Odenza Can Help with your Budget

You may be thinking that a travel incentive won’t work with your budget. This isn’t necessarily true. Yes, the most important thing, before you do anything else is to figure out a budget. It’s important in any business endeavor to sit down and map out your expenses before diving into spending; a special event/prize giveaway is no exception. You don’t want the qualifying price, or incentive, to be something that you and your customers can’t afford. You need to figure out what you can afford before going any further with your business endeavor. Essentially, you need to take your time and plan things out. Don’t rush into anything and set reasonable goals for yourself.

Odenza understands this and how important it is to budget. Because of this, there are a number of affordable travel options. You’re sure to find something, not only affordable, but something that your customers will love. Don’t think that just because you’re a small business, you can’t afford something nice like a travel incentive. Odenza’s marketing specialists sit down with you and go over all the options we have for vacations. There’re lots to choose from, which means that anyone can invest in a travel incentive when working with Odenza. Your customers will be happy and you’ll see a serious profit because of it.

How Odenza can help with Clientele

When putting prizes together, you have to think of your customers; your relationship with them, effective marketing strategies to bring them in and how you’ll follow-up with them when the contest is over.

Marketing strategies and customer satisfaction go hand-in-hand. You want to sell the idea to your customers and create awareness of your product, while at the same time not coming off as being too pushy or persistent. You really need to think about effective advertising and customer satisfaction. Know the social media websites your customers visit regularly and post to the correct platforms as much as possible. A great way to figure this out is by testing the each website; post to all of them and see which website gets the most traffic.

Also, the sign-up for your contest needs to be simple. Offer the right amount of time to enter the prize giveaway and make sure the time of year is also on point (holiday seasons, events, etc.,).

Finally, you need to follow-up with your customers; see if they enjoyed their prize/contest, reward those who didn’t win in a small way, and continuously communicate with them so that they want to come back to your store.

Fortunately, Odenza is here to help with all of this.

Travel Incentives are the leading prize choice among customers and it makes sense why. As mentioned before, it’s a great alternative to money and provides customers with an experience they’ll remember for years to come. Why not offer them a great time with their loved ones?

Odenza was voted as the number one choice by businesses for travel incentives. Also, Odenza’s marketing and sales departments have won three awards because of their excellence in customer satisfaction and creative advertising designs. Finally, with the free marketing materials and support in promotion, print and web designs, copyrighting, writing, and SEO, it’s hard not to choose Odenza.

The execution of your customer’s travel incentive will run smoothly from start to finish, making your customers very excited to go on the trip and happy because of the good time they had.

How Odenza Can Help with Your Sales Goals

Establishing goals, specifically sales goals, is an important step when coming up with a contest idea, prize giveaways, or planning a special event. As previously mentioned, if you’re a small business owner, it’s important to pay close attention to your money and set reasonable sales goals. You don’t want to go overboard or rush into anything as this will hurt you later on.

The great thing about travel incentives is that they help businesses not only meet their sales goals, but exceed them. You’ll not only make back the money that you spent but gain a lot of profit at the same time. According to a study conducted by incentives magazine, travel incentives increase a companies’ sales by 15%.

Odenza will be with you every step of the way. We’ll not only help you come up with some great sales goals, but we’ll push you to do everything you can so that you can exceed those goals.  We’ll assist you with everything from advertising to helping your customers with their trip. This is because we understand how important it is to make a profit and meet your goals. When your business does well, we do well.

Other Reasons Why Outsourcing is a Great Idea

There are a few other reasons why outsourcing is a great idea for offering a travel incentive.

First, each country or state has different rules and regulations when it comes to prize giveaways. That’s why, in some advertisements for various sweepstakes, you see certain states excluded in the fine print. It can be very confusing at times (as the law often is) to understand and be aware of the various rules that need to be followed. That’s why it makes sense to hire someone, like Odenza, who understands and is aware of these various laws.

Second, if you chose an international destination, and not a domestic destination, this can create some complications, such as language barriers, currency conversion, different laws and customs, etc., What makes life easier is discussing all of this with a third-party that’s familiar with all of this. Odenza has certified travel agents at the ready to help with everything just mentioned and more.

Finally, planning a travel incentive isn’t a part-time gig. It can be very stressful and, if not handled correctly, can result in some unsatisfied customers. Things like promotion, marketing strategies, hotel cancellations, trip planning, etc., can be very stressful to deal with on your own. As mentioned previously, Odenza’s travel agents are equipped to deal with this overwhelming and busy planning.

So there you have it. Special events and prize giveaways, specifically travel incentives, can be great for your business if done and executed correctly. With all of Odenza’s awards and satisfied customers, why would you go with any other business? Let Odenza make your prize giveaway one your recurring and new customers will positively remember for years to come. Let us help you stand out from the competition.