How important is the Brochure? - Page 2

Quintess Michael · 07-29-2008, 01:40 PM

Nice dig, ER.
I'll see your website, and raise you availability, transparency, location, home values, bedrooms, and typos.

TarheelTraveler · 07-29-2008, 02:25 PM

Quote:

Originally Posted by Bourne

In my opinion, the Brochure should be above average. However, the website should be detailed enough to include all the details of properties and services.

Anyone requesting a brochure online would have already seen the company website. A decent brochure is a marketing tool for people who see it first at existing member's home/office/vacation home.

Contrary to public opinion, good quality brochures should be passed on to existing members/kept at destination homes to help in referrals.

To me, I wish every DC website had as much info as Lusso. They are truly the standard bearer. I think others such as ER have more style (I loved the video that they used to have on there), but in my experience, there is a reason that a number of the DCs only show you certain properties in certain destinations. It's because in my experience those are the trophy properties, and the others are not as impressive. As the consumer becomes more sophisticated in shopping for DCs and require greater transparency, that will likely change.

Agree with all on the value of each property and each member having a full set of the marketing materials. I was staying at Kiawah when A&K sent a 5 inch thick binder of "The World of A&K" showing each trip they do on each continent, and it sunk in for me for the first time just how many trips and the quality of the trips they offer. My wife and I went through one brochure entitled Celebrations and thought almost every experience was truly unique and something we'd want to do in our lifetimes.

ER Traveler · 07-29-2008, 02:58 PM

Thanks for the heads up on my typos!

DC4MS · 07-29-2008, 05:15 PM

Quote:

Originally Posted by ER Traveler

I notice that some clubs, in particular Quintess only allow limited access to their website. It seems much more restricted than most others .... you can't really drill down to get details of all the homes and decent pictures and floorplans. That's a real turn-off to a potential member - it forces you to give up privacy to see more. I know it's also to force you to be contacted by a sales person but it seems manipulative.

Also, I would tell Quintess to hire a new photographer as the photos of their homes on their website are pretty dull. However, they may be the only Destination Club where the actual properties FAR exceed the images on their website, which is better than the opposite.

Quote:

Originally Posted by TarheelTraveler

To me, I wish every DC website had as much info as Lusso. They are truly the standard bearer. I think others such as ER have more style (I loved the video that they used to have on there), but in my experience, there is a reason that a number of the DCs only show you certain properties in certain destinations.

One thing LUSSO keeps pretty private is the exact location of their properties. When I visited their Turks and Caicos location, they requested that I do not include the exact address of the property as they are concerned about the privacy of their members.

pwrshift · 07-29-2008, 05:24 PM

I don't think Marriott has a published brochure on their new Grande Lakes timeshare yet, and sold the first 300 (founding members) in about one week ... sales of some $10 million. The bulk of the sales went to current owners and word of mouth and a pretty elaborate website -- and that generated a lot of buyer excitement.

https://timeshares.marriott-vacation...=DB59*1-1XZKFB

An elaborate brochure has never been Marriott's style as they focus on selling individual resorts and make the 'family of resorts' part of the salespitch to clinch the order. DC's are different -- they have to sell the concept first, and that takes advertising in specialized magazines to reach a market that has the money and desire to vacation in this way.

DC4MS · 07-29-2008, 05:32 PM

Marriott also used a pretty sophisticated virtual reality animation video that costs about $150-250k to produce, but the results are stunning.

Also, the Marriott Vacation Club currently has over 350,000 owners, thus 300 sales is only 0.08% of current members.

To put this in perspective, if Exclusive Resorts added .08% new sales from their current 3,000 members, it would only represent 3 new members.

07-29-2008, 01:40 PM	#21
Quintess Michael Senior Member Join Date: May 2008 Location: Denver Posts: 147 Club: Quintess	Re: How important is the Brochure? Nice dig, ER. I'll see your website, and raise you availability, transparency, location, home values, bedrooms, and typos. __________________ Michael Aumock Director, Membership Development Quintess, The Leading Residences of the World

07-29-2008, 02:58 PM	#23
ER Traveler Senior Member Join Date: Dec 2007 Posts: 115 Club: Exclusive Resorts	Re: How important is the Brochure? Thanks for the heads up on my typos!

07-29-2008, 05:24 PM	#25
pwrshift Senior Member Join Date: Nov 2007 Posts: 356	Re: How important is the Brochure? I don't think Marriott has a published brochure on their new Grande Lakes timeshare yet, and sold the first 300 (founding members) in about one week ... sales of some $10 million. The bulk of the sales went to current owners and word of mouth and a pretty elaborate website -- and that generated a lot of buyer excitement. https://timeshares.marriott-vacation...=DB59*1-1XZKFB An elaborate brochure has never been Marriott's style as they focus on selling individual resorts and make the 'family of resorts' part of the salespitch to clinch the order. DC's are different -- they have to sell the concept first, and that takes advertising in specialized magazines to reach a market that has the money and desire to vacation in this way.

07-29-2008, 05:32 PM	#26
DC4MS Administrator Join Date: Oct 2007 Location: USA Posts: 1,727 Club: DC4MS.com	Re: How important is the Brochure? Marriott also used a pretty sophisticated virtual reality animation video that costs about $150-250k to produce, but the results are stunning. Also, the Marriott Vacation Club currently has over 350,000 owners, thus 300 sales is only 0.08% of current members. To put this in perspective, if Exclusive Resorts added .08% new sales from their current 3,000 members, it would only represent 3 new members.

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