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Marketing Overview
Effective marketing is critical to a thriving travel business. In fact, without good marketing, you'll probably be shutting the doors real soon; as many agencies already have. As a result, a tool is needed which gives an edge in the marketing process; and CruisePak is just such a tool. Implementing CruisePak provides an invaluable component of your business arsenal which can be used to aggressively attack the marketing process. Some of the marketing features CruisePak supports are addressed in the following. Customer Advertisement Response Tracking CruisePak provides capabilities to track advertisement/promotional campaign responses by clients and prospective clients. In CruisePak, one first defines the advertisement. Then, as customers respond, CruisePak provides the ability to quickly annotate which promotional item caused the response. This then gives agency management a clear picture of the promotional campaign's effectiveness and return on investment (ROI). Customer Profile Data Each customer in CruisePak has associated with it, a profile screen where various characteristics about a client can be tracked. The characteristics are user defined so that the agency can track only what they want thereby avoiding clutter. Then, at regular intervals, using the Qualified List Processor, administrativer personel can create targeted lists of customers whose profile matches a specified criteria. Reservation Profile Data Each reservation in CruisePak has associated with it, a profile screen where various characteristics about the reservation can be tracked. The characteristics are user definable so that the agency can track only what they want. Reservation characteristics can the be used to create a Qualified List of clients whose past bookings have certain profile characteristics. Group Profile Data Each group definition in CruisePak also has associated to it, a profile screen where various characteristics about the group can be tracked. These characteristics are also user definable and can be used to create a qualified list of clients who travelled under groups meeting a certain criteria. Next Contact Dates, Reminders CruisePak has a full featured reminder facility such that call backs will never be missed. Agents have their own "To Do" lists and CruisePak fully supports this as it is a critical part of the business day. Predefined Lists Predefined lists are lists which are created in advance and to which clients can be assigned. For example, one might create a list for Rocky Mountain Travel. Then, during the business day, as clients call, they can be quickly placed in that list if, per se, they are interested in Rocky Mountain travel. This can be done quickly by agents from within the main screen (customer record) in CruisePak. At some point in the future, administrative personnel can open the Qualified List Processor, click on the Rocky Mountain list, and print it, export it, use it for bulk mail, bulk electronic mail, form letters, etc. Creating Random Lists The idea behind creating random lists is to pull from your master client list, a set of clients which meet a specified criteria. This type of task is done in the Qualified List Processor. The Qualified List Processor is the tool by which, all primary list creation tasks are done. When using the Qualified List Processor, one can create lists upon:
Bulk Electronic Mail (Email) Electronic Mail is a very effective form of communicating with your customer base. As long as it is in compliance with federal law, the benefits of electronic mail are limitless. CruisePak is integrated with Microsoft Outlook so that sending a message to a customer is as simple as clicking the mouse on any screen. If you are working in a customer record, and you need to contact them quickly, click the email menu option and just like that, your Outlook program opens up with the customers email address already preset. CruisePak also offers the Sequential Mail application. Sequential Mail is a bulk email that can also support Sequential Email campaigns to customers. Sequential Email campaigns guard against spamming your list in that the same message never gets sent twice. That way, you can have an orderly presentation of the products you are offering without the worry of overloading your customer's mail boxes with repetitive messages. News Feeds News feeds are technically referred to as RSS (Really Simple Syndication) documents. Most people aggregate their online news reading into a single application called a news reader. Using CruisePak, you can design your own newsfeeds such that your clients are always kept up to date on your latest product offerings. Concluding The marketing features in CruisePak cover anything imaginable and can certainly lead to new business. All that is necessary by you is the committment to design a marketing strategy and use the tools in CruisePak to support that strategy.
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