Transcript Developing Promotional Strategies

HOSPITALITY PROMOTIONS
Chapter 5.1
Chapter 5.2
Chapter 5.3
Developing Promotional
Strategies
Advertising and Public
Relations
Special Promotional
Strategies for Hotels
New Ice Age
• Ice Hotel in Lapland, Sweden made of ice
– Ice beds with sleeping bags
• Ice Hotel in Quebec, Canada
– Ice columns, takes 5 weeks to build, open from Jan. –
March, then taken down
– Rates are from $200-$940
– Offers sledding, ice skating, skiing, hikes,
snowshoeing, dog sledding
– Icehotel
– Ice Hotel Sweden Travel Sweden
Developing Promotional
Strategies
• Hospitality industry is competitive
• Develop partnerships with related
corporations to get more customers
• Partners may be airlines, rail lines, charter
bus companies, car-rental companies,
credit companies
• Intermediaries-companies
that offer special promotional
packages, tours, etc.
Travel Agents
Tour Operators
• Significant source of
business for hotels
• Hotels pay
commissions
• Hotels help agents
with reservations
• Hotels promote
confidence with
agents
• Hotels satisfy guests
needs sent by agents
• Develop packages for
hotels
• Usually sell in large
volume
B&B
Personal Selling
• Individual
B&B
• One-on-one
• Representative persuades a customer to
purchase goods or services
• Most often work with businesses, events
planners, travel agents, parties to book
event
GDS
• Global Distribution System
– Computerized link between hotels and other
travel companies that allow you to make
reservations such as airlines, hotels, rental
cars and so forth from one point at the same
time.
– Produces such convenience, availability and
time-savings for customer
Basics Of Personal Selling
• Pre-approach: Research client, call to set
up appointment, gather materials, info.
• Approach: Arrange time, dress
professionally, have materials in order
• Determine needs: Listen to questions,
dates, events, number of people, price
• Present sales information: Be clear,
accurate, describe features, benefits,
show pictures
Basics Of Personal Selling
• Handle objections: true concerns that a
client may have (price, product, location)
• Close the sale: Ask the client to approve
the product and sign a contract
• Suggestion selling: occurs throughout
the sale, offer different services, products,
upgrades, extra amenities to meet the
customer’s needs
Advertising
• Most familiar component of the
promotional mix
• Is a paid presentation of a product
or service with an identifiable
sponsor
• Used to catch the attention of the
customer
• Keep the attention of the
customer
• Motivate the customer to BUY
Advertising
Three main categories
– Print Advertising: ads in newspapers,
magazines, billboards or direct mail
•
Short easy to read, attention getter, describes
the product, may have logo, hits target
markets, may be sent directly to individual
customers, may be posted on the side of the
interstate, side of buses, terminals, phone
booths
Two Flags Over Nashville
Fodor’s Travel Publications
• Largest publisher of travel
information in English
• 14 different guide books
• Features hotels,
restaurants, cruises,
package deals
• Gives travel information tips
• Web site:
Advertising
• Broadcasting: Radio, Television, Internet
– 10-60 second messages, may reach millions
of people at one time, must grab your
attention, can hit target markets, may be
expensive (millions of dollars), must be time
effective during the day, may be missed
because of remote control of viewers, given to
customers with no obligation for them to
purchase anything
Specialty Advertising
• Events and materials
to keep company
name in public eye
• Items with name or
logo on them
• Ball caps, t-shirts, key
rings, refrigerator
magnets, plastic
footballs, toys
PUBLIC RELATIONS
• Activities or events which companies
participate in
• Used to promote business
• Used to enhance image or reputation
• Example:
– Sponsor charity events, food drives, shelters
– Sponsor Christmas lights
– Sponsor Angel Tree
– Sponsor athletic events
PUBLICITY
• Large part of public relations
• Often featured in the news or in
magazine
• Press kits: photos, news, sent to
media
• News or press release: articles
about special events sent to media
prior to event
• Media Dinners: specifically for
reporters and editors to display
features of business
SPECIAL PROMOTIONAL
STRATEGIES FOR HOTELS
• “We’ll leave the light on for you.” Motel 6,
most recognized advertising campaign
• Examples of special promotions
– Incentive contests
– Two-for-the-price-of-one meals
– Coupons
– Sweepstakes
– Toys (happy meals)
Knowing the Market
• Successful promotional
activities get the right
products to the right
customer at the right time
for the right price.
PROMOTIONAL ITEMS
• Advertisement merchandise
– Usually given away by the company
– May be pencils, key chains, coffee mugs,
t-shirts, terry cloth robes
Some items are sold to the public: Hard
Rock Café t-shirts, Planet Hollywood tshirts