Build momentum for groups before marketing

Suzy Schreiner, the owner of Azure Blue Vacations, has a tip for “getting groups going:” Layer the approach to clients by building momentum with the idea of a cruise or itinerary and waiting to introduce the marketing.

In a 30-minute Critical Conversation session at this year’s CruiseWorld show, Schreiner spoke with senior editor Jamie Biesiada on the topic of creating and selling ocean and river cruise groups. Since this year’s event was a virtual one, Schreiner dialed in from Puerto Vallarta, Mexico. 

A trick she explained was to dangle a “carrot” like the idea of a Christmas market river itinerary or a Caribbean cruise on social media and then work closely with a BDM to set up a webinar to discuss the general concept — hold the promotional marketing, please. 

“A webinar is the 2020 alternative to a cruise night,” Schreiner said. She added that a cruise night at a local winery or small restaurant would bring together prospective clients. “But since we’re in the middle of a pandemic,” she said, “the webinars are the next best thing.”

The marketing of the specific itinerary, with dates and pricing, would be the next step in the process, including a personal outreach to each webinar participant. 

Right after a webinar she did with AmaWaterways on a Christmas markets cruise, Schreiner said, she sold four cabins. That doesn’t seem like a lot, but she added that she only needed five cabins to get the tour conductor cabin — the free cabin that’s typically given to the group leader for their assistance in planning or leading the group.

Schreiner kicked off the session by explaining to participants the three main types of groups: a promotional group, an incentive group and an affinity group. The affinity group is the most popular of the three and is a great way for sellers to expand their business by going after people who have a shared passion: historical groups, church groups, wine clubs — even a group of quilters. 

Schreiner said that the path to success was to grab block space early: sailings in late 2021 or 2022. Think about where clients are talking about heading, she advised, and get feedback via  social media posts or newsletters. “When Europe opens up, do they want to go to the Mediterranean? Do they want to stay closer to home and do sailings out of Miami? Think about those itineraries  grab the space.” 

In answer to one listener’s question, she said that if a group isn’t selling, pull back on the marketing and try again in three months. Sales “ebb and flow,” she said. “Some folks are not ready to start putting money into trips like that. And some folks are ready to go now.”