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Get the Right Passengers On Board Your Business

Hola from Cozumel, Mexico!

I’m wrapping up my summer vacation south of the border.

My hotel is next to the international cruise ship pier…we’ve seen 27 ships dock to-date, bringing thousands of passengers to the island daily.

Watching these massive ships sail in and out, they look basically the same: white, longer than a football field, lots of tiny windows, and some type of water feature protruding from the top deck.

I also know they all contain cabins, dining room, casino, restaurants, shops, swimming pool, etc.

So, with most things being equal, how do people know which cruise ship is right for them?

I learned the answer all comes down to marketing.

Each cruise line has a distinct type of passenger, which I’ve nicknamed and summarized the behaviors I observed in the port and watched via binoculars from my balcony (yes, I know this sounds creepy):
Passenger A: Ready to Party
This cruise line clearly communicates fun in its name. Passengers were age 20-30s, not many children, took a “booze cruise” excursion, hung out at Senor Frogs, and had the most people running to board the ship at the last second to avoid being stranded.

Passenger B: Family Fun
This cruise line hints at the royal treatment in its name, and had the largest ships. Passengers were 40 and up, parents with children and multi-generational groups. These passengers shopped in the port area or took a family-oriented excursion, and boarded the ship long before the horn sounded.

Passenger C: Refined and Relaxed
This cruise line caters to the VIPs and had the smallest ships…which translates to fewer passengers and more exclusivity. These passengers were the oldest age group and never seemed to be in a hurry. I saw the fewest people leaving the ship to come into the port.

The trick is matching the type of passenger to the right cruise line!

How do they do this?

  1. Knowing who there customer is.
  2. Knowing what their customer wants.
  3. Knowing where to find their customer.
  4. Knowing how to communicate they are the best choice.
  5. Knowing the offer that will move their customer to action.

Bottom line: This is the same criteria to get the right customers on board for your business.

"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."

Robyn Bonaquist,
President, B-Squared Advertising

"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."

Ted Davis,
Senior Vice President of Sales & Marketing, Benchmark Hospitality

"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."

Anita Cutrer,
Partner, Hoppes and Cutrer LLC

"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"

John Schock,
co-founder and event organizer, Showcase in the Square

"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"

Carita Weaver,
Co-Founder, i5 web works

"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."

Michael Burns,
Co-Founder, i5 web works

"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."

Wes McDaniel,
CEO, Ideal Impact, Inc.

"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"

Casey Hege,
Vice President, Box Insurance Agency

"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."

Mike Tesoriero,
Publisher and Editor, Southlake Style and N.E.T. Business Resource magazines

"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"

Mark Jones,
President, First Financial Bank Southlake Region

"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."

Robyn Bonaquist,
President, B-Squared Advertising

"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."

Ted Davis,
Senior Vice President of Sales & Marketing, Benchmark Hospitality

"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."

Anita Cutrer,
Partner, Hoppes and Cutrer LLC

"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"

John Schock,
co-founder and event organizer, Showcase in the Square

"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"

Carita Weaver,
Co-Founder, i5 web works

"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."

Michael Burns,
Co-Founder, i5 web works

"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."

Wes McDaniel,
CEO, Ideal Impact, Inc.

"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"

Casey Hege,
Vice President, Box Insurance Agency

"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."

Mike Tesoriero,
Publisher and Editor, Southlake Style and N.E.T. Business Resource magazines

"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"

Mark Jones,
President, First Financial Bank Southlake Region