Valet Park, Self Park or South Park… What’s Your Brand?

Attending the panel at the Milken Intitute Global Conference and having a one on one interview with Stephen J. Cloobeck, Chairman and CEO of Diamond Resorts International, a company with 150+ branded and affiliated resorts in 26 countries, he shared today that if you want “to bring value to a busted brand, you start with the details.”  For Cloobeck, this means a direct access email address available to every customer and a winning smile with the word “yes” at the tip of his tongue. With these details, and a few others, Cloobeck has built one of the largest vacation ownership companies in the world in an era when the words “time share” can leave a bitter taste in your mouth.

How did he sustain success despite turbulent times? He started with a brand overhaul, beginning with the classic time share sales pitch. “It was too aggressive,” stated Cloobeck. “We needed to soften the customer experience. We had to bring the value back to a busted brand.” So they shifted the pitch to a connect, and Cloobeck went straight to the consumer’s children to start. When he heard they had a menu kids refused, they added mac n cheese and other child-friendly foods. When he heard the kids were bored, he changed “baby-sitting” hours to outdoor adventure sessions and opportunities for physical and mental activities, and…he added an adult beverage to the “meet & greet” for parents, so they too could have a little more fun. Diamond’s new mantra? We’re listening!

Cloobeck also shared that one of the biggest changes they made was to do away with self park and provide valet parking to everyone. Result: the perception of prestige and pampering for each customer began the moment they pulled up to the resort. According to Cloobeck, this small change made a huge difference to how the guests felt about and responded to their overall vacation experience.

What can each of us do to enhance our brand? Cloobeck says:

1. Listen to your customers. Ask them directly what 3 changes you could make to better serve them. Then make the changes!

2. Focus on the details. Look at the small nuances you could tweak to truly separate yourself from the competition…and it starts with “yes” where your competitors say no.

3. Clearly define your brand. Aim for the valet parking experience and create the perception you want to define your brand.

And while “valet parking” may not fit your brand, use the examples above to find what does. Stop pitching and start connecting…for if you don’t, whether it’s valet park or self-park, your customers may sound more like they’re from South Park if you don’t listen to what they really want.

by AmyK Hutchens
Founder & Intelligence Activist
www.amyk.com
Twitter: @AmyKinc
Twitter: @AmyKHutchens
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