22
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CHART 13
Similar to 2019, referrals and word of mouth came in
at the top this year too with 67% of advisors prefer-
ring it as their top marketing channel to promote
expedition cruises (see Chart 13). Personal e-mails
worked for advisors this year too, but one factor
that has climbed up the list is social media. No
longer can advisors ignore this platform; it is the
most contemporary way to reach and engage their
existing and potential clients.
There has been much progression in this area since.
Advisors can now choose a social media platform
to reach a specific kind of audience with a specific
kind of content. Moreover, data and stats from social
media engagement can also be used to evaluate
the success of your content and whether your audi-
ence on these platforms are responding to it the
way you want them to. And while social media had
already been gathering momentum as a means
of B2C engagement, it has taken on a whole new
persona since COVID-19.
SELLING A SPECIALIZED PRODUCT
TOP MARKETING MEDIUMS TO PROMOTE EXPEDITION CRUISE
67%
55%
53%
42%
39%
38%
26%
24%
12%
10%
Word of mouth, referral
Personal e-mail to clients
Social media
E-mail newsletters
Agency website
Networking
Digital marketing
Videos
Blogs
Offline advertising