SALES AND MARKETING How You Can Benefit by Getting Involved in ARDA Social Media Campaigns BY GRAYSON FRIZZELLE AND STEVE COOK W hether you are a social media nearly a year, is to serve as an educational novice or an experienced platform disseminating safe and responsible user, have you ever wondered pathways to exit your timeshare. We’re why brands and compa- spreading awareness of developer options, nies decide to use certain social media ways to avoid timeshare exit scams, and platforms? Today more than ever, ARDA a checklist so visitors to the site, www. and key members have been thinking responsibleexit.com, can better understand through how best to target the association’s their choices and rights to experience own social media campaigns during this a successful exit. As we saw during the Grayson Frizzelle is social media coronavirus disruption period. financial crisis of 2007-09, times like these strategist at Digital-Ignite. As you may be aware, ARDA aims to become an ideal environment for scams “Take Back the Narrative” with two indus- to expand and fraudulent information to try campaigns: The existing “Responsible be shared. Bringing accurate solutions and Exit Coalition” offers education and information to our timeshare owners is resources for owners looking to exit more important now than ever before. their ownership. In addition, a positive The goal of our “Love My Timeshare” sentiment campaign called “Love My campaign is to bring timeshare owners Timeshare,” planned for summer launch, together (or back together again, after the will promote the passion, commitment, pandemic-related social distancing ends) and enjoyment of our timeshare owners through digital media with the sharing of touting their vacation experiences and the memories, experiences, and testimonials Steve Cook is chief marketing overall benefits of ownership. that show how much they love their time- officer at Digital-Ignite. ARDA members who excel in the digital shares. ARDA believes that the timeshare space currently participate with our Take industry will return to the travel and Back the Narrative (TBN) task force led by vacation space faster than other industries Tom Nelson, CEO of Holiday Inn Club, and and that, through this campaign, we will Jason Gamel, CEO of ARDA. Together with appeal to all age demographics and promote task force volunteers, technology strategies experiences and benefits enjoyed daily by provided by Digital Ignite, and creative con- our timeshare owners. The fun and passion cepting by Brand Tango, we are harnessing behind timeshare travel is obvious in this the power of social media with a strategic campaign where “Love is in the Share!” and marketing approach aimed to engage vari- returning to vacation experiences is around ous consumers, prospects, and stakeholders the corner, if not already underway. in the timeshare industry. These campaigns As most developers and industry leaders continue to gather data and deliver results already know, social media marketing has even with the current uncertainty that faces become an essential element of the overall all travel industry stakeholders. marketing strategy for many of ARDA’s The goal of ARDA’s Responsible Exit members because it can increase conver- campaign, which has been underway for sions and sales, boost brand awareness, and 70 — Developments SALES AND MARKETING better the customer experience. Together, Our aim is to create a news hub for our understand how our audience is receiving we can reach new audiences, encourage community so that they can come to our our content. The more engagements we conversation about a brand, or change the Twitter page to find industry news and have, theoretically, the more interested our perception people have of a brand. information. Twitter also helps us spread audience is in the content we are posting. Thanks to social media and our task awareness of malicious timeshare exit This momentum builds when everyone force partners, ARDA also can target niche companies that prey on vulnerable owners becomes involved. markets to reach specific demographics looking for ways out of their timeshare “Today’s environment is uncharted ter- with ease and be able to keep track of brand ownership. ritory with the business adaptations being sentiment and what’s being said about their ARDA, the task force team, and their made because of coronavirus,” said Jenny business online. Let’s take a deeper look into partners use metrics to measure the success Davlin, chief business officer at ARDA, the benefits of different platforms and some of each campaign’s social media traction. who helps lead these initiatives. “Social of ARDA’s social media strategies for these Responding to changing conditions and strategies for communication continue to campaigns: having a structured strategy to measure be a priority. Our message of education, Facebook is an amazing platform for results is critical when evaluating a and communicating legal and healthy building an audience and connecting with campaign. Once goals are established, the options for exit, remains important to our a community. It’s better than email for macro key performance indicators (KPIs) industry today. In addition, sharing the communicating with your audience and are also set. positive sentiment of all timeshare owners is a great place to connect with an older For Responsible Exit, we want as many and their experiences is equally important demographic, which makes it an ideal plat- owners who are interested in exit as possible to all the consumers and ARDA member form for our Responsible Exit campaign. to see our message and be educated on the organizations. This is why we invite you, as Informational and entertaining content options to prevent them from potentially an ARDA community member, to help us performs the best on this platform, which is getting scammed by a third-party exit by supporting our two campaigns.” why we’ve focused on using our Responsible company. We do this by connecting them She added, “It’s as simple as following us Exit page to share news and informational with their original developer and other site on Instagram, Facebook, and Twitter and content, to further educate and direct our resources. sharing our posts. We need the messages community to the valuable resources that We also constantly evaluate reach, which behind both of these campaigns to reach exist on our website. It’s also a key platform is the number of people who have seen a their target audience, whether those are for establishing the Responsible Exit given post on social media. This metric is potential new timeshare owners, current campaign as a trusted and reputable source particularly important for Facebook and owners who love their timeshare experi- of industry information. Instagram, as it represents the views of ences, or owners looking for a path to exit. Instagram, an image-based platform, individuals or followers who have seen Let’s stand together as a community and consists of visual content intended to your content. To simplify this, the higher Take Back the Narrative.” inspire, entertain, or educate. Instagram your reach, the more people have seen your is ideal for campaigns like “Love My content and received your message. Timeshare” because it’s a perfect platform Engagement is also an important to share beautiful imagery that inspires metric for all three platforms: Facebook, people to fall back in love with or invest in a Instagram, and Twitter. Engagement refers timeshare. For Responsible Exit, Instagram to the number of people who have inter- helps us educate our audience by sharing acted with your content. This could refer to advice and providing the next steps to exit likes, shares, saves, reactions, comments, for owners interested in selling and exiting video views, clicks, retweets, and more. their timeshare. Engagement is important as it helps us Twitter is the fastest-paced social media platform and is the place to be for those who either want to be entertained or are interested in keeping up with current Responsible Exit Love My Timeshare events. Twitter can help you communicate Instagram: instagram.com/responsibleexit Instagram: instagram.com/ with your community in real time and lovemytimeshare direct your audience to websites. For Facebook: facebook.com/responsibleexit Responsible Exit, we’re using Twitter to Facebook: facebook.com/ Twitter: twitter.com/responsibleexit lovemytimeshare share information from known influencers as well as breaking news from the industry. Twitter: twitter.com/lovemytimeshare May 2020 Developments — 71
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