The Challenge: How to Fill a Cruise Ship
That’s a lot of orders just to break even.
Let’s Dispose of Club ABC Quickly.
I clicked on the ABC offer and the landing page was exactly the same as the HTML email—a photo of Norwegian Epic and the promise, “Get $100 to spend on board plus reduced deposit.”
I clicked all over this landing page looking for a hyperlink for details of this cruise and nothing connected. The only other place to click was on the following line:
Club ABC Tours – Your travel club with outstanding vacation values since 1966
Call: 1 888 TOURS ABC (868-7722) Visit: www.clubabc.com
I clicked on the link and got the Club ABC Tours home page.
I was offered the Galapagos, Best of Russia, Budapest & Prague, Egypt, Thailand and China. The Norwegian Epic deal was nowhere to be found.
Club ABC either engaged in old-fashioned bait-‘n’-switch, or the people responsible for the offer screwed up and wasted my time.
Quite simply, when you send an email offer, always have a dedicated landing page FOR THAT SPECIFIC OFFER. If prospects land on a general home page and are forced to rummage around for the offer they just read, they will be gone in a wink.
Norwegian Cruise Line
Nothing is more perishable than an empty cabin when a cruise ship sets sail—an average lost revenue per-passenger of $1,530. And it was clear Norwegian Epic was far from sold out. Here were many accommodations of all shapes and sizes available for a number of cruises in Europe and the Caribbean. Hence the splashy 1-day sale.
The Norwegian folks gave me various places to click, and all of them got me immediately into destinations, dates and onboard accommodations.
The blizzard of choices was more than I could deal with—and 100 bucks off our onboard expenses was no big deal—roughly a 7 percent discount. So I zapped it.