Larry Tyler, Total Advertising Marketing Solutions
Larry Tyler, executive vice president of Total Advertising Marketing Solutions of Las Vegas, is a veteran at helping companies generate more traffic at their booths, sell more products and close more deals. For the past two years he has been one of the charter premier West Coast distributors of GUGO travel certificates, which allow companies to add value to their products in an enjoyable and positive way.
His company (www.tamslv.com) specializes in gaining a competitive edge by giving access to sought-after premiums for both off and online applications. A veteran of 15 years in the automotive industry, Tyler previously served as marketing director for several AutoNation stores in Las Vegas and has sold similar products in the past.
Tradeshow Lifestyles recently asked about the latest products in his industry.
Lifestyles: What's hot in incentive programs right now?
Larry Tyler: Get Up & Go Travel incentives (www.getupandgo.com). You have to give your prospects another reason to buy. It’s a better way to prompt prospects to take action, whether it’s to visit your showroom, open an account or buy a premium item. In addition to the high quality products and services you provide, it gives a compelling reason to act today.
Lifestyles: Why are incentive programs such an effective marketing tool?
LT: Which do you think is going to be more effective as a sales incentive, a coffee mug or a vacation? For the same price as a T-shirt or a restaurant voucher, you could be giving away a great vacation. Incentives with the highest perceived value are proven to yield the best results.
Lifestyles: What is the competitive advantage of your company?
LT: You’ll supercharge your marketing campaigns. You’re probably already using ads, mailings, a Web site and maybe even cold calling to generate leads and sales. Imagine if you could supercharge the effectiveness of each of these marketing efforts to increase sales. If you owned a NASCAR racecar and wanted it to have a chance of winning, you’d use the proper fuel, 110-octane leaded gasoline. The same is true with your marketing. You need the right fuel to make it perform.
Lifestyles: Most Get Up & Go programs require activation through the Internet. How does the system work?
LT: Customers have the option of activating their certificate by mail, online fax or phone. Once the certificate is activated, within five business days they’ll receive a confirmation letter from Wyndham Worldwide, the parent company, informing them that they have one year to travel. Wyndham Worldwide is one of the largest owners of resort lodging, including some of the most prestigious properties in the world. It offers individual consumers and business customers a broad array of hospitality products and services, as well as various accommodation alternatives and prices from a portfolio of world-renowned brands.
Lifestyles: What type of companies would benefit most from your service?
LT: All kinds of businesses are currently using our incentives, from Fortune 500 to “mom-and-pop” businesses. It just really depends on what you would like to accomplish. In the tradeshow arena, exhibitors use Get Up & Go to attract potential customers to their booth.
Lifestyles: What should an incentive buyer keep in mind when making a decision about which service to purchase?
LT: Are they easy to use? Stay away from programs that are hard to use. We use an “encourage redemption” model, while a lot of our competitors use a “breakage” model, where they make it hard for a consumer to travel. And being a Fortune 500 company does not hurt (N.Y S.E: WYN).
Lifestyles: As your company continues to grow, what programs will you be offering?
LT: We just launched Shop Till You Drop, which is a shopping rebate program that allows customers to receive rebates from brands such as Bass, Bed Bath & Beyond, Charlotte Russe and many more.
