As Best Marketing Campaign for GNEX 2025, Lloydshare is pleased to offer the introduction in 2024 of its newly developed and unique Industry Newsletter ‘Lloydsharing’.
Lloydshare’s loyalty program, ‘The Lloydshare Loyalty Repayment Plan’ is the oldest established loyalty reward program in the industry today and celebrates its silver anniversary in 2025. However, Lloydshare sees its future as far more than a great loyalty product that supports sales and combats cancellations and recission. Lloydshare Consultancy Services have been running since 2015, and throughout its history Lloydshare has gathered and maintained marketing information and personal data specifically relevant to the Vacation Ownership Industry. We use regular surveys and questionnaires targeted at both buyers and non-buyers, at those members who stay loyal and those who do not. Lloydshare has been asking why, and monitoring Vacation Owner choices for over twenty years.
It is continual communication as well as our industry experience that has shaped the expertise we offer within our marketing and consultancy divisions. Being seen across the industry as the company with its finger on the pulse, the company who is talking to industry players at all levels, as well as to consumers, is a key feature of our reputation management, as well as being essential to provide confidence in our range of services.
Companies routinely highlight their services on websites and mailouts, but these can easily be disregarded. Lloydshare not only seeks to grab attention within the industry but has important messages to share about our product and our future plans. The concept of a regular newsletter arose in response to these business needs and ‘Lloydsharing’, is now in its third quarterly issue.
‘Lloydsharing’ was conceived by the newest member of the Lloydshare team, Felipe Baquedano, who has twenty years of personal industry experience and a range of multi-level professional contacts. Networking across the Vacation Industry offers endless benefits and is certainly a key Lloydshare objective as the company continues to build on its impressive range of strategic partnerships with Vacation Resorts.
Introduced within a year of his joining, this publication demonstrates Lloydshare’s willingness to take up fresh ideas, and indeed it now offers a familiar face to our range of readers with a consistent format and a regular introduction from Sales Director Felipe himself. ‘Lloydsharing’s friendly style is deliberately brief and concise, with regular features of interest, including key themes arising from events such as GNEX conferences and other industry news and talking points.
Lloydshare has a continual business need to keep abreast of industry developments, including changes of personnel, owners and local managers in each region. It must be seen to do so. In addition, we must keep both current and prospective partners appraised of changes and developments within Lloydshare. Key players may have looked at Lloydshare years ago and do not realize how much we have grown and diversified recently. In a busy, dynamic industry, effective marketing will be entertaining and interesting as well as being relevant, informative, digestible and pitched at the right level. While the cheerful tone of ‘Lloydsharing’ deliberately promotes a sense of kinship across the industry, the focus at present is within the Cancun area. Recognition is shown for key players recently deceased, and celebration and congratulations are offered for local career successes and promotions. Lloydshare sees these personalized features as an important aspect of the publication’s appeal, and consequently of its likely take-up by readers, many of whom have provided positive feedback. We feature interviews with local professionals who are given a platform to highlight their skills. We believe readers will engage with a publication featuring people they may work with or know. The newsletter will develop further with regional specific versions in the near future.
‘Lloydsharing’ enhances our training and product literature to bring Lloydshare alive as an up-to-date, vibrant industry leader. We can include reminders on features of our product like the beneficiary option, and rules for upgrades. To enhance our credibility, every issue has featured a notarized testimonial from some of our successful claimants confirming their pay-out, with pictures that will be recognized by resort staff. This type of direct evidence can only enhance our reputation and we are confident our testimonials provide genuine reassurance. The continuous release of notarized testimonials is an integral part of Lloydshare’s future promotional strategy, and a newsletter is an ideal format.
We see this as a great marketing campaign as it ticks all the boxes for us. It provides a rich and multilevel resource for the company to indicate how helpful partnership with Lloydshare can be. It prompts internal and external discussions and helps us to focus our time and energies productively. It advertises our achievements and our credibility. Most importantly, it is targeted at the very industry colleagues who may take up our consultancy or market-research services in the future.