Hot Idea – Hitting a Moving Target

Targeting hotel guests is a lucrative, but often times a dead end proposition. You are focusing on a market that really needs your services, however they are not necessarily a returning client. A successful ad campaign focuses on creating and building long term clients.

So how do we build business with hotel guests and relationships?

The answer lies in how you set up your program. Purchasing in-room advertisements (channel guides)  from a third party is not an effective use of your advertising dollars. They are costly and don’t often turn out results. Instead, build relationships with the concierge and management. Build rapport by offering free pizza or a kick back (for instance $2) from each pizza sold. In our social age, personal recommendations are more powerful than an ad on the nightstand.

The Game Plan

Many of our clients reinforce the message by applying sticky note ads on hotel doors offering discounts or promoting an item on the menu.

From Marketing 101, we all know that the best way to earn trust and gain business is to give something away. Consider printing sticky note pads for each room with your details along the bottom. This would be a win-win with management because it is also offering a service/ freebie to their guests.

Targeting hotel guests is like trying to hit a moving target. You have to shoot ahead of the target to hit the bulls eye. In other words, build relationships with hotel management and employees and get them excited about your product before the guests even arrive. The staffs enthusiasm will translate to more sales in the long run.

Post By Diana Lofflin