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Marketin g Ideas in Minutes John Manderfeld, president David Siguaw, executive director of sales & marketing

Marketing Ideas in Minutes

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Forty 5. Marketing Ideas in Minutes. John Manderfeld, president David Siguaw, executive director of sales & marketing. Dominate the Competition. 45. Know your competitors’ staff, features and policies--and recheck often. - PowerPoint PPT Presentation

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Page 1: Marketing Ideas in Minutes

Marketing Ideasin

Minutes

John Manderfeld, presidentDavid Siguaw, executive director of sales & marketing

Page 2: Marketing Ideas in Minutes

Dominate the Competition

45. Know your competitors’ staff, features and policies--and recheck often.

44. Know your competitors’ rates for every market segment and volume account.

Page 3: Marketing Ideas in Minutes

Dominate the Competition

43. Keep your printed sales materials up-to-date and superior to your competitors.

42. Be nice…your competitors should be your biggest customers.

Page 4: Marketing Ideas in Minutes

Advertise a Little

41. AAA TourBook®, California Tourism Guide, chamber newsletters and local accommodation guides are still good ideas. Most others are not.

Page 5: Marketing Ideas in Minutes

Advertise a Little

40. Look for cooperative advertising opportunities.

39.Use e-mail to keep your frequent customers and accounts informed and loyal.

Page 6: Marketing Ideas in Minutes

Use Quality Printed Materials

38.Every hotel should have rack brochures, quick reference guides and sales kits.

37. Market your destination (leisure and commercial attractions) and your hotel.

Page 7: Marketing Ideas in Minutes

Use Quality Printed Materials

36. Keep rates out of print.35. Implement a written

brochure distribution plan (visitor centers, parks, military bases, attractions, travel agents, AAA offices, etc.).

Page 8: Marketing Ideas in Minutes

Work the Brand

34. Contact the franchise/ affiliation sales organization no less than weekly.

33. Get their lists of national accounts, tour operators, volume travel agencies, etc.

Page 9: Marketing Ideas in Minutes

Work the Brand

32. Work the brand’s resources for marketing to its loyalty/frequent-traveler program members.

Page 10: Marketing Ideas in Minutes

Work the CVB

31. Get lists of tour operators, convention planners, meetings planners, etc. from your chamber or CVB.

30. Encourage your CVB to participate in travel trade shows, etc.

Page 11: Marketing Ideas in Minutes

Work the CVB

29. Volunteer your hotel for hosting CVB-sponsored familiarization trips.

28. Join CVB sales trips.27. Get involved with CVB and

chamber committees.

Page 12: Marketing Ideas in Minutes

Participate in Consortia

26. Know the consortia’s fees, enrollment procedures and contribution to your market, which are different for each brand and non-branded hotels. Include the fees in your annual budget.

Page 13: Marketing Ideas in Minutes

Participate in Consortia

25. Call on travel offices that are managed by your participating consortia.

Page 14: Marketing Ideas in Minutes

Manage Your RFP Process

24. Request participation in your brand’s RFP programs for each prospect.

23. Respond promptly to your brand’s RFP submissions.

Page 15: Marketing Ideas in Minutes

Manage Your RFP Process

22. Trace all the prior year’s RFPs to assure participation in future years.

21. Evaluate participation in RFP Express and/or Lanyon.

Page 16: Marketing Ideas in Minutes

Prospect for Business

20. Prioritize your accounts and prospects.

19. Have a written account coverage plan (ACP).

18. Work your in-house lists.

Page 17: Marketing Ideas in Minutes

Prospect for Business

17. Make those sales calls and sell! Your competitors are.

16. Automate (with Act®, Goldmine®, TCM®)—tear up those paper sales files.

Page 18: Marketing Ideas in Minutes

Prospect for Business

15. Strictly follow a written Style Guide for all forms of communication.

14. Host special guest events.

Page 19: Marketing Ideas in Minutes

Develop Your Volume Accounts

13. All special-rate and volume-account agreements should be in writing--and track the expiration dates.

12. Know the volume-accounts rates and terms at your competitors.

Page 20: Marketing Ideas in Minutes

Develop Your Volume Accounts

11. The productivity of all special-rates and volume agreements should be tracked on your property management system— or do it separate from your PMS.

Page 21: Marketing Ideas in Minutes

Develop Your Volume Accounts

10. Exploit the full potential of your highest volume accounts:

• Contact every department head.• Contact their regional offices.

• Contact their off-site travel agencies.• Contact their major suppliers.

• Contact their major customers.

Page 22: Marketing Ideas in Minutes

Develop Your Volume Accounts

9. Practice rate integrity by using a written guide for negotiating volume rates.

8. Don’t forget the low- and mid-volume accounts.

Page 23: Marketing Ideas in Minutes

Internet

7. Design a Web-site that is informative and transaction friendly.

6. Partner with local services and attractions for Internet specials and packages.

Page 24: Marketing Ideas in Minutes

Internet

5. Improve your placement on major third-party distribution channels (Expedia, hotels.com, Travelocity, etc.).

Page 25: Marketing Ideas in Minutes

Internet

4. Manage your inventory and rates daily or hourly.

3. Use written procedures for rate and inventory management for each reservation engine.

Page 26: Marketing Ideas in Minutes

Consider this . . .

2. Consider outsourcing your sales and marketing efforts.

Page 27: Marketing Ideas in Minutes

And Most Important . . .

1. Keep the customers you have!

Page 28: Marketing Ideas in Minutes

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