Two people walk into a restaurant….One of them for the first time and the other for the tenth time. The 1st timer wants to try the signature dish and the 10th timer wants to sit at their favorite table, chat with the owner for a minute and try the new special.
Two fans go to see the Zac Brown Band….One of them for the first time and the other for the tenth time. The 1st timer wants to hear the hit and get an autograph while the 10th timer wants to hear the band play a new song and try a different arrangement on another song.
Two guests sail on The Rock Boat….one for the first time and the other for the tenth. The 1st timer wants to meet Sister Hazel and the 10th timer wants to see Sister Hazel do a puppet show.
The fact that one of them has returned ten times lets you know that it is a great experience and the arrival of the 1st timer lets you that you have an opportunity to help them begin their journey to the tenth time.
So what do you do? You can’t give out two menus, play two set lists or visit two different ports.
We are working on something we call “The Audience & The Message” where we segment each cruise into small groups. For The Rock Boat, we have the following:
A – Virgins (sailing with us for the first time)
B – Alumni (sailed with us one or two times)
C – Pioneers (sailed with us three, four or five times)
D – Jackets (sailed with us six, seven, eight or nine times)
E – Lifers (sailed 10 more times)
If you think about it, these are all unique audiences that require a different message, approach and acknowledgment. Our goal is to define all the possible moments one may experience during The Rock Boat and highlight the ones most likely to resonate with each group. I am so excited and believe this will help us acknowledge and serve our guests in new and personal way.
Wish us luck….
