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Published byLeslie Fisher Modified over 9 years ago
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Marketing Ideas in Minutes John Manderfeld, president David 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 Revenue Production for Hotels (415) 331-1061
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