2. Hotel Marketing & Sales
To be a successful hotel in your market you must know 4
things………
Hotel Surroundings
Key Competitors: Hotels within a 3-5 mile radius
Key Selling Points: Mall, Restaurants, Sporting Events
Hotel Needs
What areas does your hotel need to work on? GOALS?
ADR, RevPar, Occupancy, Overall Revenue
Corporate Clients, Group & Tour, Week or Weekend Leisure
Hotel Strengths
What does your hotel offer that competition does NOT?
How can you stand out from your competition?
Hotel ‘Weaknesses’ (Areas to Work On)
You MUST understand what your hotel does not offer before you can sell &
market your product successfully
Put yourself in the consumers position & point of view
S.W.O.T Analysis (Strengths, Weaknesses, Opportunities & Threats)
3.
4. 1. What is ‘Guerilla Marketing’?
The term guerrilla marketing was inspired by
guerrilla warfare which is a form of irregular warfare
and relates to the small tactic strategies used by
armed civilians.
Many of these tactics includes ambushes, sabotage,
raids and elements of surprise.
Much like guerrilla warfare, guerrilla marketing uses
the same sort of tactics in the marketing industry.
Guerrilla marketing originally was a concept aimed
towards small businesses with a small budget, but
this didn’t stop big businesses from adopting the
same ideology.
6. What is ‘Guerilla Marketing’?
Guerrilla marketing is an unconventional, low-cost advertising strategy
(graffiti, sticker bombing) that are utilized, often in a localized fashion or large
network of individual cells, to convey or promote a product or an idea.
The term guerrilla marketing is easily traced to guerrilla warfare which utilizes
atypical tactics to achieve a goal in a competitive and unforgiving environment.
The concept of guerrilla marketing was invented as an unconventional system
of promotions that relies on time, energy and imagination rather than a
big marketing budget.
Typically, guerrilla marketing campaigns are unexpected and unconventional,
potentially interactive, and consumers are targeted in unexpected places.
The objective of guerrilla marketing is to create a unique, engaging and
thought-provoking concept to generate buzz.
Guerrilla marketing involves unusual approaches such as intercept encounters
in public places, street giveaways of products, PR stunts, or any unconventional
marketing intended to get maximum results from minimal resources.
Guerrilla marketing focuses on low cost creative strategies of marketing. Basic
requirements are time, energy, and imagination and not money.
Sales do not compose of the primary static to measure business but is replaced by
profit. Emphasis is on retaining existing customers then acquiring new ones.
9. What is ‘Guerilla Marketing’?
This alternative advertising style relies heavily on
unconventional marketing strategy, high energy and
imagination.
Guerrilla Marketing is about taking the consumer by
surprise, make an indelible impression and create
copious amounts of social buzz.
Guerrilla marketing is said to make a far more valuable
impression with consumers in comparison to more
traditional forms of advertising and marketing.
This is due to the fact that most guerrilla
marketing campaigns aim to strike the consumer at a
more personal and memorable level.
11. What is ‘Guerilla Marketing’?
Guerrilla marketing is often ideal for small
businesses that need to reach a large audience
without breaking the bank.
Must have a solid game plan in place before launching
any campaigns.
Can be expensive (on any level).
Be smart with your money & EXECUTE!
Stick to a campaign & give it time to work
Individuals have also adopted this marketing style as
a way to find a job.
16. Inexpensive Options:Handouts & Flyers
Special Discounted Rates
*LocalBusinessesnearhotel(employeesthattravel)
*Mall:Introduceyourselftothestoremanagertohandthemout
*LocalMedicalFacility(nottoolarge)withTravelingDoctors/Nurses
Front: First thing they see! (Attention Grabber)
Inside: Unfold back with brief description of ‘special’ you’re offering!
Map & Directions to your property with contact number important!
18. ‘Sticker-BOMBS’
•Public Places, Lots of Traffic & Views
•Random Placement: Golf Carts, Back of Seats, Doorknobs, Apparel
•WARNING: Nothing Explicit, Damaging or Offensive
•Simple, Non-Destructive & Removable (if necessary)
I received more
comments from
random people
about this sticker
on the McDonalds
Drive-Through
Pole in 2 Weeks
than I ever could
have imagined.
23. Hotel Virtual Tour
Inexpensive option to promote your business on multiple social media sites.
https://youtu.be/RE0shvDAibk
Steps to creating your own “Virtual Tour”
Take 1-2 Hours to record all aspects of your hotel to show everyone.
Exterior: Commons Area, Main Entrance, Parking Lot
Interior: Main Lobby, Front Desk, Business & Fitness Center & Other Amenities
Room Types: Make sure to include each room type & all in-room amenities
24. Key Principles of Guerrilla Marketing
Guerrilla Marketing is specifically geared for the small businesses.
Instead of money, the primary investments of marketing should be time, energy,
and imagination.
Find your ‘vistaprint’ or ‘face in hole’ to get creative & set yourself apart from the rest!
The marketer should also concentrate on how many new relationships are made
each month.
Great way to ‘gage’ your campaign & ‘reach’.
Who is seeing it & is it working in the way you intended it to?
Instead of concentrating on getting new customers, aim for more referrals,
more transactions with existing customers, and larger transactions.
Guerrilla marketers should use a combination of marketing methods for a campaign.
Examples: Flyers, Handouts, Coupons/Specials, Sticker Placement, Personal & Mobile
Billboards
Use current technology as a tool to build your business.
Internet & Social Media Sites that generate attention & traffic
Stay away from stale advertisement (print advertising, newspapers)
If you want to grab someone’s attention you have to know who & when it’s at work!
Messages are aimed at individuals or small groups, the smaller the better.
This is why a ‘Marketing Game Plan’ is VITAL to success & seeing RESULTS!
If you ‘put all of your eggs in 1 basket’ & throw out a ‘Hail Mary’ it’s probably not going
to land & if it does, you won’t be able to track it correctly.
Commit to your campaign
Don’t try to change your ideas & plans every other week if you’re not seeing instant results.
You must give it time to develop & spread
25. 2. Sales Tactics Area Prospecting
Parking Lot Sweeps
Aware of what’s going on in your area! IMPORTANT!
Fishbowl Drawings
Generate New Corporate Leads & Contacts
Guest Appreciation BBQ
Chance to reach out & meet guests
Good ‘PR’ for guests arriving
Post Pictures on Social Media Sites
On-line Seasonal Specials & Packages
Utilize Partnerships
“Ultimate Hawkeye Package”
“Super Summer Savings Special”
“Fun without the Sun”
28. Sales Tactics: “Seasonal Specials”
“Bad Weather Special”
Hand out coupons or flyers to surrounding businesses
offering special weather rate.
Employees that travel may need a place to stay
Managers, Doctors, Nurses travel 30+ miles
“Weekend Warrior”
What are the slower days of the week for your hotel?
Our hotel loses Occupancy during certain times of the
year during the weekend.
40. Community Involvement
Chamber & Ambassadors Member (2009-Present)
Ambassador Executive Chair (2009-2011)
Speaker for multiple new businesses in the community
North Liberty Committee Executive Chair (2010-Present)
Organized Annual Golf Outing & Fun Run past 2 years
Attendance has increased by 20% each year
CVB Committee Member (2009-Present)
Fry Fest Committee Member: Hotel Marketing Committee
Goodwill:
2011 Employer of the Year
HAS Member “Hospitality Association” (2009-Present)
Monthly Committee Meetings to discuss hotel & market trends
American Heart Association Member (2004-2009)
Board Member & Volunteer for Annual Heart Walk every April
42. Community Awards
“2010 Ambassador of the Quarter & Year”
“2011 Employer of the Year”
“40 Under Forty” 2011 & 2012 Finalist
“2012 Small Business of the Year”
“2010-2015 Gold Award Recipient”
2013-2015 Hotel of the Year Finalist
“2012 Platinum Award” Finalist
Ranked #3 out of 57 Suburban Hotels in Country