CHAPTER 9
Know Your Audience
Main points:
- Assuming you know what excites your audience is a mistake
- Survey participants, including non-winners
- Recent trends: more free time, giving back
CHAPTER 10
Moving the Middle
Main points:
- Remember the 10/80/10 rule
- Engaging that middle 80 percent can bring big gains
- Account for smaller markets, smaller customers
CHAPTER 11
Individual Incentive Travel Awards
Main points:
- Offer choice, personalization and white glove service
- Useful for moving the middle
- Can be incorporated into group travel
CHAPTER 12
Measuring the Results
Main points:
- The C-suite no longer accepts “we know it works”
- Show us the money — ROI
- Return on engagement (ROE) offers another path to the bottom line
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