This Wednesday 23 November, the St. Maarten Hospitality and Trade Association (SHTA) and St. Maarten marketing company Inspire Focus held a joint masterclass on how to strategically convert an audience into customers by using the Marketing Funnel as a strategic instrument.

Sixteen representatives of SHTA membership, retail, wholesale, educational and tourism backgrounds learnt about various ways on how knowing your customers can help to improve your marketing campaigns by creating messages especially for that audience. Specifically, the masterclass guided on how to use the Marketing Funnel model, a model in use worldwide to analyze marketing opportunities.

The masterclass was performed by Inspire Focus senior marketing consultant Cherryl Lambooy. “It is 5 to 6 times more expensive to acquire a new customer than to keep an existing customer. Marketing Funnels are an important tool to plan how to attract new customers, but also to build marketing systems that get existing customers to spend more or return more frequently.

Born and raised on St. Maarten, she gained experience in communications and marketing at GEBE and the National Institute of Arts (NIA). After working for IKEA Europe, she returned to work on St. Maarten for Q & E marketing before founding Inspire Focus. She also works for University St. Maarten as a marketing instructor.

As the masterclass was geared to companies small and large, Lambooy stated the marketing funnel can be useful for any company. “In essence, marketing is putting the right message in front of the right people at the right time, if you can get a customer to visit your business twice as often or spend 20% more, you’ve effectively grown your business without expensive Marketing campaigns.”

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