Marketing Tips From Universal Studios

I'm writing this article on my way home from aThey pay big bucks to get priority seating at Emeril's,
wonderful family vacation in Tampa and Orlando. Weor Jimmy Buffet's Margarita Ville.
had four days at Universal studios enjoying eachBusiness owners need to apply this tidbit of human
others' company and the exploring the amazing ridesnature information to their business. There are many
and attractions. What struck me more than anythingservice providers appraisers who will drive more than
else was the system Universal uses to reduce waitan hour to go to a client's home or office to look at a
time on lines. It's different than Disney.few items, and never charge for travel. Why? I guess
Universal offers two options to beat the crowds.they do not understand the value of convenience.
Option One is to stay at one of three Loew's hotelsHere's a tip: Offer your client two options with two
on property. When you stay at any of these hotels,different fees. Offer the two options AFTER you
you can use your room key to jump in an Expresshave explained the value of your services and the
Line where you are guaranteed to get on the ride orconvenience you offer.
attraction in less than 15 minutes. The cost? Well, noOne offer is - "We travel to your location." Explain the
cost for the Express Pass, but the hotels are aboutbenefits and convenience. If they balk, then offer them
three times the price of a comparable hotel off thethe "less convenient offer." That's the service where
grounds. During spring break you'll pay about $400.00they bring their items to your office. They can then
per night.decide what their time is worth.
We love staying on-property. No lines, no parking orHeck, your time is valuable, just as valuable as your
driving problems, great service and good food at theclient's time. If you spend time getting to their place,
hotel restaurants. To me it's a no-brainer. Conveniencethey should pay you for your billable travel time and
is worth the additional cost.the expenses to get there. If they don't want to pay
The other beat-the-crowd option is to purchase anyou to travel to them, they can travel to you. This will
Express Pass in addition to your regular admissiongive you a few extra hours to bill out on another job
tickets. These express passes vary in cost dependingthat you can work on in your office while they're stuck
upon the day you visit the parks and how many parksin traffic getting to you.
(they have two) you plan to visit. You'll pay betweenHere's tip number two: This "Convenience Concept"
$30.00 and $50.00 per person, per day, per park to getapplies to rush jobs as well. If they want it right away,
in an Express line. Admission tickets to go to twoyou can certainly charge a higher rate for having to
parks for up to seven days costs about $87.00 Thebump other jobs, or to reschedule your time to fit them
express pass for two days in two parks costs morein.
than the admission tickets.The bottom line is - your time is valuable. Your client's
There were lines of people waiting to buy thesetime is valuable. Smart clients will pay you to come to
express passes the days we were there.them. Less sophisticated clients may not realize the
What's the point? People are willing to pay a premiumvalue of their time, so they will choose to come to you.
-- BIG premium -- for convenience. As appraisers weEither way, you'll have more time available to you.
must understand this fact. People pay more to stay inSo stop giving away your time - it's the primary
a hotel near the location they wish to visit. They pay'product' you have to sell.
tons more to avoid waiting in line.