2. • Brand
• Recognition & Recall
• Message
• Position & Differentiation
• Communication Strategy
• Access to Market
• Process & Infrastructure
• Conversion to Sales
3. Stats
750< Total < 1,500< Total < 2,750< Total < 4,500< Total <
Total < 750
1,500 2,750 4,500 5,595
# of Customers 74 35 20 10 5
Average Point
351 1,085 1,958 3,526 5,107
Total
Sales Increase $295,200 $145,150 $158,400 $97,400 $48,825
Total $744,975
4. • Reasons for DW Dividends Program
• Increase customer relationships
• Thank customers for business
• Increase loyalty
• DRIVE SALES!
9. • Booking Agent Criteria
• Offer Both U.S. and International Trips
• Offer Both Hunting and Fishing Options
• Provide Top Quality Service
• Be Knowledge Center for Trends
• Work with DW’s Best Interest at Heart
• Great Communication with DW
10. • Riata Hunting Ranches – Mike Gardner
• Best Possible Pricing
• Solid/Quick Communication Channel
• Over 500 Different Hunting/Fishing Packages
• Deal Sweeteners
• Delayed Deposits
• Low to No Minimums
11. Dove Blast’n’Cast
Location 624 Ranch – Cotulla, TX (1.5 Hrs South of San Antonio)
Size 7,000 Acres
Days 4 Days (2 Hunting, 2 Fishing)
Includes Meals, Lodging, daily laundry, bass fishing, trucks and drivers, 5
stand sporting clays, adult beverages, swimming pool, boats, guides,
tackle and bait.
Lodge 9000 sq ft. 5 bedrooms (3 with queen and twin beds, 2 with four
twins. 2 large bunk rooms that sleep 6 guests each.
Multiplie
Cost per
Cost per Hunters DW Reps Fees Tips Total Cost r Final
Customer
/ .9
$1,650 9 1 $0 $150 $18,000 $2,000 2,222 2,500
$1,650 15 2 $0 $150 $30,600 $2,040 2,267 2,500
12. King Ranch
Location King Ranch
Size 1,250,000 Acres
Days 3Days, 3 Nights
Includes Meals, Lodging, guides, and game care
Lodge On site
Multiplie
Cost per
Cost per Hunters DW Reps Fees Tips Total Cost r Final
Customer
/ .9
$4,700 10 2 $125 $200 $60,300 $6,030 6,700 6,950
13. New Mexico Mule Deer/Elk
Location Chama, NM
Size 37,000 Acres
Days 5 Days, 4 Nights
Includes choice of Elk or Mule Deer, lodging on ranch, guides, game and
trophy care, meals, tips, licenses (includes everything but taxidermy
and transportation to and from ranch)
Multiplie
Cost per
Cost per Hunters DW Reps Fees Tips Total Cost r Final
Customer
/ .9
$9,500 7 1 $0 $0 $76,000 $10,857 12,063 11,995
$9,500 8 1 $0 $0 $85,500 $10,688 11,875 11,995
$9,500 9 1 $0 $0 $95,000 $10,556 11,728 11,995
14. • Add Structure to Sporting Trips
• More accurate planning for DW
• Offer packages in all price ranges so everyone can
participate more
• Target growth customers
Message – attitudes, behaviors & beliefsPosition vs. differentiation – Flying Car vs. Personal HelicopterCommunication StrategyBrochures, increased awareness with other promotional materialsConversion to SalesEarly response time
Low Hanging Fruit135 Dealers signed up for delight onlyTotals $744,975 and we are just at delight
Why do we have the DW Dividends program?We can do all of these things for a lot cheaper. Why we really do the dividends program is to drive sales.
Year after year we have excellent vacation packages. They go smoothly from recommendation from Helen to implementation.Sporting trips are inconsistent year over year. We don’t have an in depth knowledge of what our customers’ preference are other than type of game they want to hunt.
Structure Allows: Allows planning year over year. Customers know that in two years we are going on a higher end fishing trip. Let’s customers know what to expect each year. Removes the inconsistency year over yearBooking Agent:Best possible pricingRepeat Top Qualify ServiceUnlimited Options for Future TripsFamiliarity with Customers’ hunting desires and wishes
Take AM InvolvementTrip Point RangesChance to Improve
Structure Allows: Allows planning year over year. Customers know that in two years we are going on a higher end fishing trip. Let’s customers know what to expect each year. Removes the inconsistency year over year
Price Compared with Ranch and Price was in lineVery Quick responsesFree HuntsDelayed Deposits means we can offer a package and if it doesn’t make, we aren’t out anythingLow Minimums means we can send 1-2 people if we want.
Josh Becket’s Ranch30 Min Drive to Coast for Fishing
Choice of Elk or Mule DeerNeed to register ahead of time for which game they wantOnly trip with minimum. Have to have 8-10 for special pricing.958 = 11,4299 = 11,25010 = 11,111
Planning for DW – allows us to better anticipate number of customers for each trip when during planning stages
Planning for DW – allows us to better anticipate number of customers for each trip when during planning stages
