DECISION MAKING Develop Plan of Action – Prepare a budget, timeline and outline of steps to be taken to prepare for the sale. Assign specific office personnel to accomplish these steps. Select Event Dates & Location – Select a time frame from your marketing calendar in which to hold this program. Tie this event into a special theme (possibly a special season or agency event). Determine where to hold the event – in office, at an outside venue (church, library, bookstore, hotel, etc.). Select Market – Sort your client database or mailing list to determine whom you will invite to this event. Also decide which corporate accounts or other organizations you will target. Determine Offer – Partner with your Sales Manager to select sailing dates you want to offer during your Cruise night event. Your Sales Manager can tell you when you normally sell certain destinations. Promote/target during the cruise sale so you can select appropriately. Establish the Hook – Decide if your agency will promote a special offer to clients that book during this event. Create Vehicle – Determine how you will promote to your accounts (i.e. Leisure: Postcards, Mailers, Newspaper, Email, Stuffers, etc. or Corporate: Email, Newsletters, Cruise Sale Flyers, Stuffers, Breakfast Meetings). Provide Staff Incentives – Choose a special Agency Incentive to motivate your frontline and outside sales agents. Items such as gift cards to retail outlets and spas work great. Employees also like additional time off so maybe you offer them an extra day off with pay. PROMOTION Cruise Night – Schedule a Cruise Night inviting your existing clients as well as drawing new prospects through your advertising. Get the word out! Schedule this night well in advance with your Sales Manager. Decorate – Decorate your office with a special Cruise Theme. You can find nautical themed decorations as well as balloons etc. at your local party supply store. COMMUNICATIONS Collateral – Order Celebrity Cruises® Promotional Collateral, such as, Brochures, Posters, Videos, etc., or you can create some of your own using Celebrity Cruises My Marketing Center on CruisingPower.com Staff Training – Schedule a Celebrity Cruises Training Session with your Sales Manager for in-house and outside sales staff including: Product Update, Cruise Sale Promotion, Special Offers and Booking Procedures. Review your staff incentive if applicable. Press Releases – Contact your P.R. partners to set up a schedule for Press Releases. Prepare Press Releases to be sent to your community, corporate accounts and local merchants to promote this event. Advertise – Determine best means to advertise your event (i.e. newspaper, email blasts, flyers, posters, etc.). Get permission to place posters and flyers everywhere you think your targeted customer will visit Grocery stores, your local coffee shop and library are only a few of the great choices. Phones – Customize your hold message to announce your upcoming cruise sale. MATERIAL PREPARATION Promotional Items – Have all announcement/ promotional material printed with detailed descriptions, cruise sale times, etc. Invitations – Handwrite personal invitations to your VIP clients with special days/hours just for them. You may even schedule meeting times to show them the importance of this special event. Mailing – Prepare all mailing labels and send invitations 2 weeks prior to the event. Sales Tracking Forms – Prepare Sales Tracking Forms so you will know your agent’s results as well as total sales for the event. STEPS FOR A SUCCESSFUL CRUISE SALE PLANNING THE EVENT SEASONAL SALES Holiday Cruise Sale Valentine’s Day Sale St. Patrick’s Day Sale Easter Cruise Sale Mother’s Day Sale Father’s Day Sale 4th of July Sale Labor Day Sale Halloween Sale Election Day Sale Thanksgiving Sale SPECIAL OCCASION SALES Birthday Sale Anniversary Sale Graduation Sale Engagement Sale Wedding/Bridal Show Sale Barmitzvah/Batmitzvah Sale Family Reunion Sale THEMED SALES Sail Sale Xpeditions Sale Modern Luxury Sale Super Sale Caribbean Sale Alaska Sale Europe Sale Mexican Fiesta Sale Escape to the Tropics Sale Private Cruise Sale Spring Cruise Sale Fall Cruise Sale ©2016 Celebrity Cruises Inc. Ships’ registry: Malta and Ecuador. 11025266 • 6/2017