Many tour companies fail to capitalize on the highly profitable season of gift-giving.
This mistake can cost you dearly. During the 2022 holiday season, only a fraction of Flybook users, less than 10%, took advantage of running a dedicated holiday gift campaign. However, those who did put in the effort were handsomely rewarded, collectively earning a staggering $3,000,000 in just 6 weeks.
3 Million Dollars...
Don't let this opportunity slip away.
In this blog post, we will dive into the success stories of real customers who have achieved remarkable results in selling gift cards. Additionally, we will share valuable insights and tips on how you can effectively sell your own gift cards and certificates during the upcoming holiday season.
Table of Contents1. The benefits of selling gift cards and certificates
Upon analysis of Flybook users who took advantage of this lucrative revenue stream, we discovered that during the six-week period from Black Friday to the new year, major companies raked in a staggering $250,000, some even more, while smaller operators enjoyed sales exceeding $50,000.
A new study found that most Americans (77 percent) would rather receive experiences over physical gifts this holiday season
In today's world, people crave meaningful experiences with their loved ones that leave a lasting impact. This presents a golden opportunity for your business to showcase the incredible experiences you have available for your customers.
Another advantage of offering gift cards is that it can attract new customers to your company. When someone receives a gift card, they may not have experienced your services before, so it's an opportunity to gain a new customer. But it doesn't stop there. If they have a great experience, they are likely to return in the future and may even recommend your tours and experiences to their friends and family. It's a win-win situation for your business.
Two other stand-out reasons to sell gift cards and/or certificates are the following:
- Add a revenue source for low season: Gift certificates are a powerful tool for tour companies looking to boost their cash flow, especially during their quiet season. Selling gift cards during the holiday season can provide a much-needed buffer until the new year when people start planning their spring and summer vacations. What's even more enticing is that gift cards often generate more revenue than their face value. In fact, studies show that 75% of people who redeem gift cards end up spending more than the value of the card. This can happen when the recipient invites someone else to join them or when they upgrade their tour using the gift card to offset the cost. So, not only do gift certificates bring in immediate revenue, but they also have the potential to bring in even more business in the long run.
- Benefit from unused or misplaced gift certificates: While this may seem like a small bonus, it is still quite remarkable. Not every gift certificate that is sold will be used, which actually presents an effortless way to generate revenue. Surprisingly, almost half of all Americans have unused gift cards. Furthermore, it is fascinating to note that as household income increases, so does the proportion of unused gift certificates and cards.
2. Tips for maximizing your gift card and certificate sales this holiday season
1. Create Urgency
When a sense of urgency or scarcity is created in an ad, let’s say a Facebook ad, typically it encourages people to not “put off” checking into your offering. Check out this article on creating a Facebook advertisement that instills a sense of urgency and how it can yield higher conversion rates.
2. Target Your Promotions
Take the time to really focus on your target audience when planning your promotions. Facebook has made it increasingly easier for businesses to target specific groups of people, making it an ideal platform for businesses that cater to travelers. With its emphasis on photo sharing and personal experiences, Facebook is the perfect place to connect with potential customers. For more information on how to effectively target travelers on Facebook, check out this article on 10 strategies for reaching your desired audience.
3. Create Irresistible Packages
If the holiday season falls during your business's low season, brainstorm ways to entice gift givers to purchase a package from you, even if they may not redeem it for several months. Consider including a branded item that adds an element of excitement when opened during the holidays. For example, you could include a customized Hydro Flask with your brand logo engraved on it. Hydro Flasks are incredibly popular with various sizes and shapes available, this is just one idea on how to appeal to your target market. Take a look at their website to see if a custom hydro would be ideal for your customers.
4. Advertise Your Gift Options
Promoting your gift certificates and gift cards strategically is crucial for their success. The advantage you have is that you already have a customer list where you can sell these targeted gift options.
To kickstart your gift campaign, begin by compiling a comprehensive contact list of all the customers who have adventured with your company in the past. Then, craft engaging and persuasive email promotions to showcase your gift options and entice them to make a purchase. This targeted approach will help maximize your sales during the holiday season and ensure that your customers are aware of the incredible gift opportunities you have available.
If this is all you have bandwidth for great! This will likely be the highest conversion group you could target.
If you have more time and want to expand your advertising strategy, begin with the channels you already likely use:
- Website: During the holiday season, make sure to showcase the availability of gift certificates/cards on your website, accompanied by a compelling call to action guiding visitors on how to easily purchase these certificates online.
- Social media: Promote your offerings on your social media platforms through advertisements, promotions, and engaging posts. Additionally, consider utilizing traditional marketing tactics in your local market to reach a wider audience.
Lastly, when creating your gift promotions below are two (2) things to think about that can impact what you offer:
- Sometimes it is most effective to advertise gift certificates for specific activities. This way, you can promote a few exciting product offerings at an attractive price to draw the attention of gift-givers. If you have a most popular offering this is an easy go-to for certificates, you don't have to discount the offering since the popularity of it will sell
- Using discounts as part of your gift promotions can be a powerful strategy to boost sales. However, it's important to carefully consider which products or services you are willing to discount. Blend Marketing offers a valuable blog post that can help you determine if offering discounts on your gift offerings is the right choice for your business. They also provide a formula to calculate the appropriate discount amount, ensuring that you make informed decisions to maximize your revenue.
3. Boost Your Revenue with Flybook's Advanced Gift Features
Now that you're ready to launch your gift campaign, let's touch on the intricacies of running it through your booking system.
- GIFT CARD VS. CERTIFICATE. A certificate is a voucher of monetary value that typically covers the entire cost of a given service. On the other hand, gift cards are typically purchased as a credit in the set amount to be used toward any service offered.
- AUTOMATIC. Gift Certificates may be fully automated so a customer can purchase them online and the system will email an attractive gift certificate worthy of putting under the tree.
- FLEXIBLE. If you're unsure about which feature would be the best fit for your needs, consider starting with Gift Cards. They offer the recipient the freedom to choose how they want to use the gift, eliminating any guesswork on your end. However, if you have a clear frontrunner in terms of your most popular offering, creating a standalone gift certificate is always a fantastic option.
Are you a Flybook user? Collaborate with our knowledgeable advisory team to provide further insights about your customers and marketing strategy, and they will assist you in making an informed decision!
Once you have determined the perfect gift option for your customers, it's time to delve into your booking software and set up these offerings. Flybook provides tailored features for both Gift Cards and Gift Certificates, ensuring a seamless experience for your customers. If your current software provider does not offer a solution for this, don't miss out on the opportunity to tap into this lucrative revenue stream. Reach out to our sales team today for a personalized demo of these features and explore the other solutions that Flybook has to offer.
Looking to Manage More and Grow? The Flybook Reservation Software Can Help.
