We just returned from Aruba, our annual destination for completely doing nothing and recharging our worn batteries. We love it there and the question many have asked us has been why we haven’t bought a timeshare yet. We’ve more than spent the price in hotel bills. The answer to that question was because it never seemed right for us.

But that has changed. The reason? Marriott Vacation Club™. They got us there on a promotional package, which my first thought was, “great, 5 nights for cheap in Aruba just to take their 90 minute tour”. Unbeknownst to us, we actually were sold and we’re now the proud owners of a two bedroom villa at the Surf Club in Aruba.

Why did we change our minds? There were 3 vital reasons:

• They sell their timeshares in seasons, not weeks. We can choose a timeframe within a 7 month period to vacation.
• We can trade the second bedroom (called a lock-off) for a second week either in Aruba or elsewhere (so two weeks for the price of one).
• We own the property for life and can pass it on through our estate.

So what part of the marketing worked.

• The telemarketing call – I’m normally not receptive but I remember the person getting my attention quickly before I tuned out. Do I remember exactly what she said? Not really but I didn’t say no and hang up.
• The offer – I got 4 nights/5 days in Orlando for $399 if we used it before the end of 2007. I said I was more interested in Aruba. They said ok. No arguments, no roadblocks.
• Ease of signing up – I called an 800 number and spoke to someone who was friendly and informed. Offered me a 5th night for free – cool. So I got 5 nights/6 days in Aruba for $399.
• Welcome package of $100 in coupons – yes, I’m easily sold on a free dinner.
• The 90 minute tour – they really did a nice job. The sales person didn’t sell, she educated. I think I’ve touted the effect of educating your prospect, not selling. She listened, didn’t try to oversell, explained all the trading tips we could use to maximize our investments and let us make a decision. I respected that and it made a huge difference. In the past, other timeshare vendors pushed too hard.

So, I guess I eat my previous words to folks when I said “Nah, I’m not interested – just using the promotional package to get a good deal on the vacation.

So Marriott, you definitely have your campaign down and it works. As a very critical marketing person, you got high marks on how you handled this entire process.