One of the biggest challenges of any business is to not only advertise its product-a major undertaking in its own right-but to target its marketing to specific clients.
It's a problem companies have wrestled with for decades to figure out a way to get its message across a niche audience. Pharmaceutical marketers wish they could broadcast commercials for diabetes directly to diabetics, for instance.
In the travel world, Cruise Planners seems to have the answer.
Last year the company introduced 'CP Insights', its proprietary new feature that allows agents to better target clients for marketing campaigns based on age, demographics, life stage, geography, attitudinal and behavioral information, income, credit and spending habits.
CP Insights helps analyze customers' spending behavior, giving agents the opportunity and advantage to talk to clients about the right products and include them in marketing for products that fit them more closely.
According to Cruise Planners, while a travel agent may know what their clients have booked with them in the past, there are many things they might not know. Example? What if a client only booked their family reunion cruises on a value brand but used another agency or website to book luxury travel trip just themselves? Having their CP Insights code indicating they are "luxury" guests is a valuable tool.
"Our goal is to ensure that Cruise Planners agents are the most successful travel agents in the industry - for both land and cruise travel," Michelle Fee, CEO and co-founder of Cruise Planners, an American Express Travel Representative, said in a statement. "We create the best tools in the industry in order for agents to be the go-to experts as they hone their individual talents and strengthen relationships with customers and suppliers and this year, our agents went wild for our technology and marketing announcements."
Cruise Planners strategically partnered with a third-party data expert that specializes in segmenting people into different "codes" based on their residence and spending habits, and several other socio-economic factors.
CP Insights marries customer data with a household economics framework which yields significant results.
"All of these tools and announcements are designed with the travel agent in mind," Fee said. "We specifically create innovative technology and marketing programs to enhance travel agents' individual businesses. We want them to stay competitive while focusing on travel and still being involved in their communities."
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