Created by Magnify Marketing

A customer communications specialist to the leisure

and hospitality industry

Case study 9

Marketing Implementation for the

Hospitality Industry -

The Final Hurdle

Hi, at Magnify Marketing we think it’s good to share.

We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way.

As industry experts we want to share our learning with you.

We hope you find this and our other case studies of interest and welcome your feedback.

Thanks for reading

Paul Paul Filler Managing Director

Magnify Marketing

Magnify Marketing Ltd 23 Kimberley Court 0207 625 7328

Kimberley Road Email paul@magnifymarketing.co.uk

London Web www.magnifymarketing.co.uk

NW6 7SL

Case study 9 – Marketing implementation,

the final hurdle

As is so often the case in our industry, a

great deal of thought and effort goes into

creating and developing marketing activity.

The success, however, is often won or lost at

the final hurdle – implementation.

Until the activity is live in a venue all the

effort of the planning means nothing - you

may as well have stayed in bed and

watched re-runs of Countdown!

This case study highlights the importance of

the last few metres of our race and how, by

getting it right, you will not only see great

response levels but you will improve

relationships with your front-line team.

Not that we have anything against

Countdown you understand but we think

you deserve to see the benefits of that

great idea and creative…..

What happens – over simplified to make

our point!!

We have our brilliant idea….

We share with others and get buy-in and green light to go….

We design it beautifully…. Its printed, picked and packed….

Out the door for delivery on time…

After all that, activity can be late, diluted or has non compliance issues…

WHY?

Several reasons actually…

• The person signing for the delivery (often not

the manager and on occasion the cleaner!)

does not know what they are getting and

therefore puts it somewhere safe…never to

be seen again!

• Even if the manager is aware the POS is in the

building, they are not sure what the content is

and when to put it up. Let’s not forget these

are busy people and this is often not top of

their priority list.

• Big campaigns may be packed in several boxes but unless the Manager is aware of this

he isn’t to know that the four boxes he

received was actually supposed to be five!

• Venues are receiving deliveries all the time,

so even when all the elements of the campaign have been delivered and signed

for, it isn’t unusual for boxes to be mislaid

within the venue.

• No-one is home! Deliveries can be made

when no-one is expecting them and

therefore isn’t there to receive it. Delivery companies will do their best to make further

attempts but the reality is that deliveries are

often returned to the depot.

How often would your marketing activity score this if your implementation was better?

We have therefore adopted

some retail principles from the

leading operators and

applied them within the

hospitality industry to ensure

our POS has the best chance

of being implemented to

maximum effect.

These have been developed

in partnership with

Lonsdale Direct Solutions, a

leader in retail print

production.

It’s not rocket science, but we have introduced

some key principles, as standard, to side step the

common causes of campaigns falling at the final

hurdle – implementation.

1. Campaign materials are packed in boxes with

a campaign summary on the outside. This

clearly displays the ‘go-live’ date plus display

instructions.

2. All boxes are clearly marked with full details of

the shipment. For example, box 1 of 4

containing 100 copies of Big Summer Sale flyer.

3. Each box outer will display an image of the

material contained within the box, meaning

the box can remain sealed and secure until

required.

4. Each box will be sealed with branded tape,

therefore clearly differentiating it from other

deliveries.

1.

2.

3.

4.

5. As soon as the delivery is despatched, the

destination venue will receive an email

notifying them of the delivery date and

content.

6. The day the delivery is due to be made, the

Manager of the venue will receive a text

message to confirm that the delivery will be

made that day.

7. Exception reports (instances where deliveries

were not made) are sent to Marketing

personnel within 48 hours.

Following these rules

and procedures should

ensure that your

implementation levels

are greatly improved

and you get a better

return on your

marketing investment.

Our Best Advice Here are another few nuggets of wisdom we have gained along the way

Where possible, choose a print supplier who can do the majority of work under one roof. It reduces lead times as the work is not being split up and distributed to multiple suppliers across the country – this is a practice often employed by print managers.

Using one print supplier will keep a tighter hold on accuracy and quality.

Using one print supplier will increase the chance of colour consistency across all elements. Ideally your printer should be ISO12647 accredited to minimise colour variation.

Choose a print supplier who offers online ordering – it has changed our lives. Dynamic PDF changes and proofing can make considerable savings in design

costs for simple amends. It also results in consolidated billing which will help control costs and reduce paperwork.

Choose a print supplier who has a wide variety of print production equipment, that way you get the optimum print solution for your job, not the solution

based on the equipment your supplier has!

Choose a print supplier offering 24 hour and weekend production. This will result in greater flexibility and allow them to react quickly if last minute changes need to be made – which we know they often do!

Magnify Marketing are a customer

communications company specialising

in the leisure and hospitality industry.

Working with large national chains as

well as leading independents, we offer

a consultative service that will deliver

great results for you.

Lonsdale Direct Solutions are a long

established, financially stable print &

direct mail company, independently

owned and committed to quality.

Lonsdale direct solutions can be

contacted via Simon Cole

Business Development Manager

• Email: simon.cole@lonsdaledirect.co.uk

• Web: www.lonsdaledirect.co.uk

This case study has been produced for marketing

personnel within the hospitality industry. To find other case

studies by Magnify Marketing, visit

www.magnifymarketing.co.uk