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Building Long-Lasting Relationshipsthrough Email, Social and MobileJohn MastVice President MarketingExpedia CruiseShipCentersFriday, January 22, 2010

Who We AreOUR VISION: The #1 Cruise Vacation Specialist in the WorldOUR MISSION: Making Dreams Come True

We Sell Cruise Vacations Cruise Vacations appeals to a wide variety ofpeople – Baby Boomers, in particular 60% of the market is interested in a cruise Cruisers are far more likely to use a TravelAgent (83%) – It’s Complicated 9 out of 10 people who cruise say they willcruise again – high repeat factor

About Us Began franchising in 1987 Rebranded Expedia CruiseShipCenters in 2007 115 retail locations and 2,500 Cruise Consultants 2009 – USA 4 New Retail and 350 Consultants 75 Person Partner Support Team including:o Marketing and Saleso Education and Trainingo Business Developmento Product & Supplier Relationso Information TechnologyMichael Drever, CEO & Founder

Sales GrowthAverage Annual Growth 21% - 3 times the industry averageBooked Sales ( )350,000,000300,000,000Continuous 200689,5002007105,9302008114,246

How We Do It“Bricks and Clicks” Strategy: Bricks and Mortar locations staffedwith teams of professional Cruise SalesConsultants Plus traditional advertising Plus interactive marketing Plus tri-messaging- email- social- mobile integration

B2C MarketingObjectives: Grow the database Attract 1st time cruisers Attract existing cruisers Retain customers Create advocates

Customers for Life SystemReferralsPermission MarketingRetentionMarketingCustomers for LifeProfessional SalesCustomer Service

Customers for LifePersonal SellingDirect MarketingAdvertisingPromotional SalesPublic RelationsInner CircleReferral ProgramCruise Line PromotionsEstablish RapportPermissionMarketingQualify Customer NeedsEnter into 7SEAS Club Data BasewithTri-MessagingBuild Rapport and Trust through email 7SEAS Email MarketingDream Voyages MagazineCustomersfor LifeAeroplan ProgramWelcome Home CallReceive Buying SignalResearch and PresentWelcome Home EmailAnswer Questions / Overcome ObjectionsThank You CardComplete the SaleAdd-on SalesCustomer CommunicationBack Office

From Attraction to PermissionGoal: To have people join our7SEAS Club database andsubscribe to email With their permission, we then send only the cruise andvacation information that interests them via email

What is Tri-Messaging?More Engagement & InteractionHigher Propensity to Commit(blogs, Twitter, Facebook, LinkedIn, networks, etc.)More Content (Focus on Value)Email(email campaigns, landing pages, offers,video, etc.)Opt-inOrchestrated and UnleashedMessagesSocialMobileMore Empowered People & Businesses(subject lines, tweets, SMS, links)

Tri-Messaging EffectMore Engagement & InteractionHigher Propensity to Commit(blogs, Twitter, Facebook, LinkedIn, networks, etc.)More Content (Focus on Value)Email(email campaigns, landing pages, offers,video, etc.)Opt-inOrchestrated and ChoreographedMessagesSocialMobileMore Empowered People & Businesses(subject lines, tweets, SMS, links)

Opt-InMemberEmail Outbound Widely Used and Accepted Catalyst for other channels MeasurableMaryMary’sNetwork Inbound Customer comments Service requestsTriMessagingin ActionSocialMobile Outbound Relevant content encouragessharing Removes friction in contentconsumption Target prospects based onpropensity to engage with socialmedia sites Inbound Grow opt-in database Real-time interaction Voice of customer impactsproduct and marketing decisions Outbound Deliver content dynamically when it’srelevant (location, time of day, etc.) Coupons, Promotions, Alerts, Invitations Inbound Location based SMS texts / responses Sweepstakes, polling, etc.Mary shareswith hernetworkNew opt-inmembers

Permission MarketingBuild rapport withpersonalized email / socialThey follow-up and sellLinked to agent’spersonal websiteTo agent’s email inbox,phone or mobile deviceWebsite features all details,Virtual Tours, video, etc.Client contacts agentvia call or click (mobile)

Email MarketingPermission Marketing is a load of CRAP! Customized - to your clients’ preferences Relevant - clients will receive Caribbean weekly once they’veexpressed interest in that destination by subscribing Anticipated - asked for permission to send expected Personalized - To “John Client” From “Mary Consultant”

2010 B2C Email ProgramCruiseShipNews Newsletter Cruise information newsletterSpecial product offers3 Unique CruiseShipWeekly eflyers Caribbean/Mexico dealsAlaska dealsEurope/Exotic dealsCruiseShipFlash eflyer Tactical offers when deal is excellentEach Piece Dual currency (CAD and USD)Dual language (FR and EN)Personalized and linked to consultant specificwebsites for click through

Permission Level Website Custom built to support the ECSCsales structure and strategy www.cruiseshipcenters.com– Drives business to Centers www.cruiseshipcenters.com/miami– Drives business to specific location www.cruiseshipcenters.com/Janesmith– Drives business to Cruise Consultant

Welcome Home Email Fully personalized welcome home email Powers Cruise Review system Sent via email 7 days post cruise end Surveys clients’ cruise experiences Drives web database of cruise reviews Encourages clients to update theirsubscription status to tell us where theywant to go next!

Testing is Key New email templates aretested through our systemsemail preview feature Shows us how our email looksin key email readers, and wecan fix any issues before wesend On a monthly basis, we checkthe deliverability % andmonitor any blacklisting issues

AnalyticsThings We’ve Learned Through Testing: Personalize!––––Sending from a real consultant, Cathy Cruiser is better then generic ECSC5.5% higher open rate23% higher click through rateLess likely to be flagged by subscribers as spam or unsubscribed from Test Different Subject Lines and learn what works Personalize the Subject Line:– “Dave, Your 7 Day Alaskan Cruise Awaits”– Increased open rates by 10% Know the Frequency to Send– 2x/week is our max -- any more, and our unsubscribes increase– In 2010, we will not send more than 1 email set per week

Email Metrics Oct. 09 ECSC Delivered 1,750,000 Email “Exposures”Campaign response rates:– Open Rate: 27% or, 472,000 “Impressions”– Click Rate 8.9 % or, 157,500 “Interactions”– Unsubscribe Rate 1%, 2000 “Rejections”– Web Form Submitted “Leads” approx 7000– Phone “Leads” 21,000

Viral Contest Prize: Win 1 of 25 Free Cruises Contest Objectives:– Generate new members into7SEAS prospects database– Encourage existingcustomers/prospects to updateor verify contact info andsubscriptions– Tap into current customernetwork and generate newreferrals– Give our consultants a reason tocall their database

2009 Contest Results 172,269 83% 3.5 300,000 CruiseShipNews CruiseShipFlash Total # of people who entered% new subscribed to at least 1 email newsletterAverage # of Newsletters Subscribed ToIncrease # of email subscription sent each month20%28%CruiseShipWeekly AlaskaCaribbeanEurope/Exotic18%25%19%

Social Media: Facebook Launched our ‘Fan Page’ in Aug ‘09 Now have nearly 2,000 fans We use it to leverage the hugeaudience base – brand awareness, nothard-sales call to action Over 55% of Facebook users are over35 years old, with the largest growingsegment being those 55 .(this is our demographic!) Another way to be front-and-centerwith our prospects/customers on aregular basis Postings include cruise news, sales andpromotional events and videosBecome a Fan atwww.cruiseshipcenters.com/facebook

Social Media: Twitter Launched Feed in Aug ‘09 Now have 700 followers We’ve found our demographicisn’t quite there. yet Currently update it throughFacebook – as we update ourFacebook page, it automaticallyupdates our Twitter feed If/when our demographicemerges, we’ll put moreemphasis on itFollow us at @CruiseShipNews

Tiny URL Tip Our branded URL is re On the social media front, we keep our brandingalive by using custom URL shorteninghttp://goecsc.com/

Mobile Emails optimized formobile reading Key reading area iseasily readable andzoomable Links are highly visibleand easy to click Phone numbers canclick to call

Mobile Emails optimized formobile reading Key reading area iseasily readable andzoomable Links are highly visibleand easy to click Phone numbers canclick to call

Takeaways1. Cross-Platform Integration is Key– (CRM) with Tri-Messaging Permission-based email Social media Mobile integration– We integrate in-house system with the LyrisHQ API– Allows us to power our business with our proprietarysoftware, but use the power of integrated, online marketingto send out high volume emails easily– Instantly, uploads, unsubscribe, etc, are handled and sentup/down API feed keeping everything in sync with no effort– Allows tracking and testing, save time and money– Clearly this is a strategic investment– but critical

Takeaways2. Get Personal with Permission Marketing Practice segmentation and send relevant content Build relationships (personalized by destination and fromconsultant, email, phone, web links, photos, etc) Provide a real face and real name behind the system – it’stough to unsubscribe from someone you know Consumers can do business with a faceless corporation, orsome you know - cruises are complex – our clients buy cruisesfrom people they trust and know Send them what they want, when they want it - don't just“spam bomb” all offers to whole list

Takeaways3. Know when enough is enough Just because you can, doesn't mean you should send it Make sure your messages (email, social and mobile) adhere to apermission marketing strategy, and be true to a schedule CustomizedRelevantAnticipatedPersonalized Strive to send quality over quantity

Takeaways4. Consider how you might monetize your list? ECSC has a list of over 500,000 people who have -- orare interested in -- taking a cruise subscribed to emailmarketing We sell ad space to our suppliers(CRUISES ONLY) in the newsletters we send– Banner sales– Ad placement Charges

FREE Cruise Winner Congratulationsto our luckywinner of a 7-DayCaribbean Cruisefor two! Giveaway madepossible by:

Credits / Thank YouBig thanks to: Dave Mossop,Interactive Media Specialist,Expedia CruiseShipCenters Interactive Marketing and Dev teamsat Expedia CruiseShipCenters in YVR Erick Mott,Community Practice Leader, Lyris HQJohn Mast, Vice President MarketingCall or email me at: 604-678-3541, orjmast@cruiseshipcenters.com

Email Marketing Customized - to . Community Practice Leader, Lyris HQ John Mast, Vice President Marketing Call or email me at: 604-678-3541, or jmast@cruiseshipcenters.com. Title: Slide 1 Aut