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 PresentationTRANSCRIPT
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Marketing Ideasin
Minutes
John Manderfeld, presidentDavid Siguaw, executive director of sales & marketing
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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.
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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.
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Advertise a Little
41. AAA TourBook®, California Tourism Guide, chamber newsletters and local accommodation guides are still good ideas. Most others are not.
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Advertise a Little
40. Look for cooperative advertising opportunities.
39.Use e-mail to keep your frequent customers and accounts informed and loyal.
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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.
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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.).
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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.
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Work the Brand
32. Work the brand’s resources for marketing to its loyalty/frequent-traveler program members.
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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.
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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.
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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.
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Participate in Consortia
25. Call on travel offices that are managed by your participating consortia.
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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.
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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.
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Prospect for Business
20. Prioritize your accounts and prospects.
19. Have a written account coverage plan (ACP).
18. Work your in-house lists.
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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.
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Prospect for Business
15. Strictly follow a written Style Guide for all forms of communication.
14. Host special guest events.
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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.
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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.
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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.
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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.
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Internet
7. Design a Web-site that is informative and transaction friendly.
6. Partner with local services and attractions for Internet specials and packages.
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Internet
5. Improve your placement on major third-party distribution channels (Expedia, hotels.com, Travelocity, etc.).
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Internet
4. Manage your inventory and rates daily or hourly.
3. Use written procedures for rate and inventory management for each reservation engine.
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Consider this . . .
2. Consider outsourcing your sales and marketing efforts.
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And Most Important . . .
1. Keep the customers you have!
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Support Services for the Lodging Industry
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