JANUARY/FEBRUARY 2019 • FOGHORN 17 FOGHORNFOCUS: SALES & MARKETING 5 1 0 . 3 3 7. 9 1 2 2 • w w w . b a y - s h i p . c o m • A l a m e d a , C A Bay Ship and Yacht is honored to be awarded the contract to build the first Hydrogen Passenger Vessel in the USA and the world. We are proud to be a leader in the industry while also doing our part to protect our environment. H2O FIRST IN ITS CLASS THE WATER-GO-ROUND IS POSSIBLE BECAUSE OF OUR COMMITTED PARTNERS This project is supported by the “California Climate Investments” (CCI) program. retail price, so effectively taking a 75% discount on the first sale should be con- sidered a “marketing cost”? We are all much smarter now. Make sure every ticket pays for itself. -Negotiate with the OTA This will be easier for some than others. The larger your operation and the more well-known and in-demand your activity is, the more leverage you will have when working out the terms of your agreement with the OTA. Likewise, the larger the OTA, the more difficult it will be to make modifica- tions. Some common items that may be negotiated include the commission paid to the OTA (typically in the range of 18% - 30%), whether and how they advertise your activities, payment details, etc. However, remember this important About the Author John Dandeneau is the vice president of product at GoDo, LLC, a booking management platform. John is a past FOGHORN contributor, PVA Annual Convention at MariTrends presenter, and past recipient of the David Clark Excellence in Editorial Award. John has enjoyed many years of working closely with PVA vessel members while at Zerve and looks forward to new opportunities to work with old friends. John is presenting at the PVA Annual Convention at MariTrends 2019, expanding on the topic of working with OTAs. Check the conference agenda for the specific date and time. point: If the deal does not make sense for you and your business, walk away. The Bottom Line Partnering with OTAs as yet-an- other-channel to drive sales can be a decent addition to your existing business’ portfolio. While the hope is for measurable gains, the OTAs cannot commit to promote all offerings from all operators equally. Keep in mind that they will make decisions that benefit their business first and foremost, just as you would for yours. Pay attention to your listings on the OTAs. You can and should keep them fresh and updated, while considering any guidance the OTAs provide for maximum exposure. Also, be sure to continually invest and maintain your direct sales channels. n