| A key marketing leverage that is underused in | | | | or decadent chocolate indulgence |
| the travel industry is the common interests, | | | | Marketing options to reach a specific group of |
| hobbies, and passions of travelers of the small | | | | potential clients: |
| ship cruise line. A common marketing strategy in | | | | |
| the cruise ship industry is to do what I like to call | | | | 1. Distribute fliers to local Antique Auctions |
| "mind marketing". It basically appeals to the | | | | promoting the next 'Antique Road Show' small |
| common senses of potential travelers to reel | | | | luxury cruise |
| them in. | | | | 2. Use email marketing to promote the next solar |
| "Mind Marketing" promotes the objective benefits | | | | eclipse cruise to the local Amateur Astronomy |
| of the cruise: | | | | Clubs' members |
| - the fabulous destination | | | | 3. Advertise in a local sports newspaper/magazine |
| - the great price | | | | promoting a 'Ride by day/ Cruise by night' Cycling |
| - the innovative, guest-driven amenities | | | | Cruise |
| In a nutshell, it is about what the cruise has to | | | | 4. Network with local classical musicians and dance |
| offer the customer. Consumers are inundated | | | | instructors as they may be willing to promote the |
| with this type of marketing on a daily basis at | | | | music and dance cruises to their clients |
| mind-numbing velocity. To get your potential | | | | 5. Advertise in local magazines which give |
| customers' attention, "heart marketing" is where | | | | restaurant reviews to promote cruises offering |
| the money is. | | | | private wine tasting, cooking classes and unique |
| "Heart Marketing" resonates with what the | | | | culinary onshore excursions |
| traveler really wants to hear about. The | | | | 6. Find garden enthusiasts at local Garden Clubs |
| marketing leverage of the small ship cruise line is | | | | through email lists, direct mail, or sponsored |
| the opportunity to bring a small group of guests | | | | events promotions |
| together who share the same interest(s). It is an | | | | 7. Drop off fliers at local golf stores promoting |
| opportunity for niche marketing at its finest. | | | | cruises that feature some of the finest golf |
| Here is just a sample of the theme niche areas | | | | course destinations |
| that a small cruise line can offer: | | | | Partnering with local business owners, restaurant |
| - Antiques | | | | chefs, and country clubs to promote niche cruises |
| - Astronomy | | | | are beneficial to all parties involved. Take golf for |
| - Cycling | | | | example - "Why would a local golf store owner be |
| - Classical music | | | | willing to help you promote your golf cruise?" It |
| - Dance | | | | fuels the passion to play golf. An avid, active golf |
| - Gardening | | | | player, is the perfect customer for both the golf |
| - Golf | | | | store owner as well as the travel agent. |
| - Gourmet chef cooking classes, wine tasting and | | | | |