I am composing this post from my LARGE balcony aboard one of the largest cruise ships in the word. And while this IS a business trip (because I am speaking), I can’t help but have a large smile on my face. I am getting paid AND I get the sun and sea to boot!
I’ve been on many cruises in my life. In fact, my wife and I got married on a cruise ship. Nevertheless, I am always amazed by the efficiency of the marketing aboard these cities at sea. Just as I mentioned to attendees at my Headspace Seminar in Las Vegas back in early October, I would restate to marketing aficionados aboard a cruise ship – that, if you want to learn a lot about marketing, just look around.
Cruise ships are the definition of many arms of marketing. In fact, because the cruise industry is truly built on repeat business, it is fair to say that a cruise line is looking to sell you on your next cruise the moment you step aboard on your current cruise.
Because a passenger’s cruise fee includes accommodations, food, and most amenities on-board (alcoholic beverages and soda are not included unless they are part of some special package), the cruise line is forced to deliver value or suffer the consequences. Nowadays, because of the internet, a bad experience means bad word-of-mouth and horrific online reviews. If the staff aren’t friendly, if the food is not tasty, and if the fun island drinks are all watered down, the cruise line will not fare well.
Cruise ships are profit-generating machines that make someone in my business just sit back and stare with a smile. From the moment you step aboard, the cruise staff is offering you “special drinks” in a souvenir glass for “a special price that can’t be beat.” There are special deals on clothing, jewelry, alcohol, and electronics – all of which are duty-free.
The fun doesn’t stop aboard ship. Cruise ships have special arrangements with shops at the various ports, which as you might expect, add even more money to their bank account. The arrangements give a little kick back to the cruise ship in exchange for a nice recommendation from the “shopping expert” aboard each cruise vessel. But don’t fret – this arrangement also benefits the passengers in that their purchases at each port come with a guaranteed experience. In other words, you aren’t going to get screwed over with regard to quality and/or price.
A big part of any cruise is the creation and capture of memories. A cruise ship has an army of photographers that use the latest in photographic technology to capture happenings aboard the vessel, and then make those photos available for purchase (or be lost forever at the end of your cruise).
On this particular ship, only on the first day of the cruise, you can pre-purchase (at $50.00 the regular fee) a CD with every high-resolution (12 MP) image that you have taken by the ships photographers during the entire cruise. For example, every night there are photographers scattered aboard doing formal portraits – similar to a professional photo studio. They use professional cameras, professional backgrounds, and professional lighting. Trust me – I KNOW photographic equipment, and I can tell quality from crap.
If you purchased the CD, then your goal is to have as many photos taken as possible throughout the ship – including any candid photos taken as photographers travel the decks searching for photographic opportunities. What’s really cool is that their system uses facial recognition software that attaches a candid photo to your account. For example, a photographer caught a great shop of my younger daughter and I in the pool. Later that day it showed up in my photo account. AND – what’s even cooler is that you can access your account via your keycard (which is also your charge card aboard ship) anywhere on the ship at special kiosks. The photos are assigned to your account regardless of whether or not you purchased the CD. Obviously – their goal is to help you spend your money on photographic memories that are erased from their database just prior to the end of the cruise.
If you don’t drink alcohol or soda, and you are someone who can so NO to a photograph that tugs at your heartstrings, then even the worst cruise is still a great value. You unpack once, don’t have to worry about meals, see different ports, and simply relax. If you need to be kept busy, then they have something for everyone (rock climbing walls, basketball courts, gambling, libraries, etc.).
I enjoy stress-free vacations, and I don’t enjoy staying in one place. For me, a cruise is a natural (just as long as quality is paramount). I admit to adding to their profit, but do so happily because of what they return with regard to perceived value AND because of the experience they are providing me in terms of being the epitome of efficient marketing.
Have A GREAT Day!
…Dr. Marc