Luxe Alliance Global Marketing Pres R3
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Transcript of Luxe Alliance Global Marketing Pres R3
The Society
April 2009Luxe Alliance Presentation
2
AGENDA
• Overview
• The Luxe Alliance
• Global Bundle Product
• Q&A
3
THE SOCIETY
• Become the leading global marketplace and marketing platform for luxury vacation rentals and estates
mission
4
THE SOCIETY
IntegrityExcellence
Hard workCommitment
Excitement/FunEducation
ValueHonesty
Quality
values
5
THE SOCIETY
• Marketing• Online marketing• Data distribution• Partnerships• Promotions• PR• Research
• Technology• Web platform
– Distribution– Integration
• Data• Niche sites• Social media
core competencies
6
THE SOCIETY
• We are not a classifieds site• We maintain property and service standards
what we are not
7
THE SOCIETY
• We are not a travel agency• We bring leads to you• We build our brand around the quality of your
properties and services• We are a global marketplace• You are the experts in booking vacations
what we are not
8
THE SOCIETY
• Focusing on what we do best• Aligning business model to our core strengths
– Re-evaluating referral structure– Investigating subscription marketing model
• Enables focus on core geographies and promotions
changes in the works…
9
THE LUXE ALLIANCE
What do all Luxe Alliance Partners have in common?
► Amazing rental properties
► 5-star resort-quality services/concierge
► Commitment to world class quality
► Great value to discerning travelers
however ….
10
THE LUXE ALLIANCE
…it’s tough a marketplace
► Competition is fierce
► Marketing budgets are tight
► Inquires and reservations are at all time lows
► We are navigating a difficult economic environment
11
WHAT WE ARE DOING AT THESOCIETY.COM
► Aggressively improving the online experience and introducing new user acquisition programs
New property profiles
Wedding portal
Travel Agent portal
Blogs and Newsletters
Facebook, Twitter and LinkedIn
VacationHomesForCharity.org
12
ONLINE MARKETING LANDSCAPE
TargetedAppeal
Mass Appeal
Middle Class
Super Class
YourWebsite
1000s of new guys
13
WHAT WE’VE HEARD
► Owners and managers don’t want to manage 5+ accounts.
► The cost to list on 5 or 6 sites is expensive and the free sites don’t return anything.
► My homeowners pay the online marketing fees. It would be great to offer them something of value.
► We need help with online exposure. It’s expensive and time consuming marketing a handful of luxury rentals.
14
WHAT SHOULD YOU AND YOUR OWNERS DO?
► Introducing the new “Global Bundle” product offered exclusively to Luxe Alliance Members
SAVE MONEY REACH MORE
We negotiated discounted rates We distribute the data through one platform You make ONE payment You manage ONE account
INCREASE ROI
15
CAREFULLY SELECTING ONLINE DISTRIBUTION CHANNELS
TargetedAppeal
Mass Appeal
Middle Class
Super Class
YourWebsite
16
THIS PRODUCT IS G.O.L.D.
► How this Global Online Luxury Distribution product works
The Society 1. Normalizes the data2. Carefully selects the
distribution channels*
3. Distributes the data
You 1. Manage one profile2. Manage one
calendar3. Don’t worry about
online marketing
* Distribution channels subject to change
17
GLOBAL BUNDLE
► What this can mean for your business
Millions of viewsHundreds Inquiries*More bookings
*Inquiries and booking estimates based on historical information and forecasts
18
GLOBAL BUNDLE BENEFITS
► Benefits
Manage one account
Discounted rates
One payment
Differentiate vs other homeowners/managers
No commission/referral rates
Increased inquiries and bookings
19
LUXE ALLIANCE MEMBERS ONLY
► We have negotiated favorable terms for Luxe Alliance members
Donate a week
We’ll take off another $500
Only $999
Saving 44% Saving 63%
Minimum $2,700 per year
per propertyand 100s of hours
Retail VH4C DiscountLuxe Alliance Offer
$1,499 per year
per propertyand save many
hours
20
WHAT’S INCLUDED TODAY
► TheSociety.com
► LuxuryRealEstate.com
► Premium HomeAway websites (all with premium listings – 12 photos each)
HomeAway.com
– plus GreatRentals.com, CyberRentals.com, A1Rentals.com
Holiday-Rentals.co.uk (#1 UK site)
► Others in progress (and will be included for $1499 price)
The Robb Report Collection & VacationHomesMag.com
DuPont Registry
Luxury Travel Magazine
and more
► We will always balance exposure with targeted marketing; selecting only the best marketplaces
The Society is the only site able
to offer this HA bundle
21
TargetedAppeal
Mass Appeal
Middle Class
Super Class
BALANCED ONLINE MARKETING ATTACK
~10M monthly visitors
250K+ monthly visitors
• HomeAway Portfolio• Craigslist (if desired)
• LRE• The Society• DuPont• Robb Report• Luxury Travel Magazine
Mass
Luxury
22
LUXURYREALESTATE.COM
► The most viewed luxury real estate site in the world
► Global network of more than 1,641 real estate companies representing properties in over 100 countries
► Been named “Best of the Web” and a “Forbes Favorite” by Forbes Magazine for 7 straight yrs
► 187,134 monthly visits
► 3,129,650 Monthly Pageviews
23
HOMEAWAY.COM
► World’s largest marketplace of vacation rentals
► 75 Million visits a year
► The Society distribution receives full listings with 12 photos
► Bonus full listings on
Cyberlistings.com
A1Vacations.com
Greatrentals.com
24
HOLIDAY-RENTALS.CO.UK
► Largest UK marketplace of vacation rentals
► The Society distribution receives full listings
► 40M travelers from UK, Europe and America visit the site each year
25
ROBBREPORTCOLLECTION.COM AND VACATIONHOMEMAG.COM
► Global luxury source of exclusive access to the rarest and the finest for the true connoisseur
► Avg HHI: $2.11MM
► HHI $100K+: 82.6%
► Monthly Visits – 17,503
► Monthly Pageviews – 51,121
26
CRAIGSLIST.ORG
► #1 classified site in the world
► You select the top 5 cities you want postings
► We create very targeted listings (attracting high-end clientele) each month for the entire year
27
RECAP
The Society’s Global Marketing Bundle:
► The most targeted vacation rental listing program
► A unique opportunity reserved exclusively for The Society’s Luxe Alliance Members
► Affords managers/homeowners the opportunity to participate in a complete online advertising solution that saves time and money
► One listing, several hand-selected websites
28
NEXT STEPS
► We will send you documentation on the Global Bundle product
Presentation and other information
► We can set up conference calls with your homeowners or other people in your organization
We are here to help sell this in to the decision makers We are available to answer any questions
► The Society will work with you on updating your profiles for distribution
► Pay via check or credit card (indicate if you want to participate in the charity promotion)
► Properties go live between 7 and 21 days across each website
Questions/Comments/Collaboration
30
QUESTIONS
► What other portals would you like included in the Global Bundle?
Luxury focus?
Mass focus?
► What countries would you like to see targeted?
31
FAQ’s
► How will my properties be dispersed through the different websites?
TheSociety.com is the “hub” of this distribution bundle. Once you list your property on The Society, we handle the integration to ensure quality listings on each of the other websites. The information is updated each week to account for changes/updates. Luxe Alliance Partners are simply responsible for keeping their listings on The Society accurate and up-to-date (including online calendars). The more completely filled out, the better the listing will interact throughout the network of websites.
32
FAQ’s
► Why shouldn’t I just list my property(s) on these other sites myself?
The Society’s Global Bundle is a huge advantage that saves both time and money. We have negotiated largely discounted listing rates, and we also manage the integration process so that you only have to manage one listing and pay one annual fee.
33
FAQ’s
► What if I use Instant Software’s ISI Link to upload property listings?
The Society is fully integrated with Instant Software’s ISI Link. ISI Link users can opt into the marketing bundle with no additional management. Simply activate your listings for The Society and review the property listings after they have been imported to ensure the information is correct.
34
FAQ’s
► Does The Society still charge commissions on bookings stemming from leads?
The Society only takes a commission on bookings from “Society Leads”. These leads are direct inquiries made through TheSociety.com. For all other bookings resulting from inquiries generated through the bundle, a commission is not owed.
35
FAQ’s
► Can I pick and choose which sites I want to list my property(s) on (ala carte)?
No, the entire bundle is covered by one annual fee. The bundle includes all websites.