Cruise deals are the order of the day, as everyone from cruise
lines to travel agents cut rates to get people on the boats. That means many
cruise lines are starting to feel the change in their bottom lines. Even
industry leaders like Carnival are losing money.
Ronn Torossian said the cruise lines may not be hurting – after
all, Carnival topped its profit in the second quarter by $41 million compared
to last year. But, Carnival also understands the one foundational rule in
business: things change. If you’re not ready, you will be left behind.
At some point, a competitor will likely drop the going rate for
what you do below what you can afford to charge. You might be able to take the
loss for a short period, but no business can afford to lose money over the long
term. You need a better plan. Torossian says targeted consumer PR can be that
plan.
If you cannot compete on price, there are still plenty of options
to pick, and niches to fill.
Some customers will choose quality over price every time. This may
not always apply in the online world, but you can bet it’s a top selling point
in brick-and-mortar marketing.
Service and amenities are another powerful one-two punch. How are
you crafting a positive experience for your customers? That is a key question
even price conscious consumers will ask. Everyone wants to be treated well, and
there is an absolute lowest common denominator customers will accept at each
price point.
Variety or expertise can be both tangible and intangible ways to
shore up and increase your customer base, even when a competitor is trying to
get you into a losing price war. How can you engage and inspire your customers
to stay loyal to you?
No matter how you choose to adapt to a changing marketplace, the
key element is HOW you choose to convey these messages. Stories work much
better than features and benefits. Having a strong consumer public relations campaign is vital. Who is helping you tell your story?
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