A consultant’s personal experience often does the magic
in selling a product. This is even more so the case with
Polar Cruises. Polar Cruises are significant, and often
life-changing, experiences. The level of activity can be
strenuous and risky in parts. They can be intense or more
scenic, depending on the itinerary. The value of personal
experience not only provides first-hand knowledge of
the intricacies of the vacation, it creates a passionate
and excited personal narrative that can convert a client
quickly (see Chart 16).
Word-of-mouth referrals are also an equally strong
influencer. A combined four out of five advisors found
that client testimonials were ‘very effective’ and
‘effective’ in selling Polar Cruises. Clients traveling to
the Polar Regions is the next best thing to being there!
Or as our research shows, possibly even better. Eighty-
two percent (82%) claimed that sharing testimonials
was ‘very effective’ or ‘effective’ marketing tools.
The likelihood of getting to the poles on a familiarization
trip is slim, therefore advisors who proactively leverage
their clients experience to share with others will see a
very positive result.
As one of the respondents said, “For a trip of this
nature, they need to hear from someone who has
been there.” The take-away is that it doesn’t have to
be your experience. A testimonial can offer clients the
reassurance they’re looking for.
MOST EFFECTIVE MARKETING STRATEGIES
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CHART 16
Personal Experience and Testimonials Ring True for Clients
Very effective
Effective
Neutral
Less effective
Least effective
Not applicable / Unsure
Influential Marketing Tools in Selling Polar, Share (%)
2%
9%
6%
16%
3%
4%
7%
Consultant’s
personal
experience
Videos
Marketing
by cruise
companies
Marketing
Print
advertising
Social media
Events hosted
by you/ your
agency/
consortia
Personalized
e-mail/ phone
calls to your
clients
Agency/ host/
consortia
offers/ deals
Word of
mouth/ Client
testimonials
12%
10%
22%
9%
24%
23%
6%
23%
9%
50%
57%
2%
2%
5%
19%
11%
12%
32%
9%
9%
38%
35%
3%
25%
30%
32%
32%
9%
34%
8%
35%
7%
31%
12%
35%
32%
41%
31%
4%
33%
4%
20%
14%
12%
5%
12%
10%
14%
8%