Marketing
Effective Marketing
researching current and future trends to ensure guest needs and expectations are met.
•Influencing guest behavior:
•A business must first seek to understand guest purchasing decisions. This helps the business better market to guests and influence guest behavior.
Brand managers
work with slogans, logos, and overall guest relationships with a brand.
•Affiliate marketing is:
when a company sells its products or services by having individuals or companies (known as affiliates) market the company’s products.
•SWOT analysis:
Planning technique that determines strengths and weaknesses and analyzes external opportunities and threats that could impact the business
Demographic
age, gender, income, ethnicity.
•Director of sales (DOS):
The DOS oversees the sales department. They set goals, formulate action plans to reach the goals, manage the sales team, and forecast revenue and expenses for the sales department. As the person in charge of the department, the DOS should have extensive knowledge of the area, competition, and business, as well as a positive, welcoming attitude to both employees and guests.
Evaluating current sales:
Not all clients are profitable (or as profitable as they should be). Determining if the same amount of sales could be reached with fewer clients or if current clients are willing to spend more money per guest is important.
Marketing
•is the process of understanding what motivates guests (your customers), identifying their needs, developing products that meet these needs, and communicating the organization’s message about these products.
Propelling a guest to action:
It is not enough to make potential guests aware of a business. The business must find a way to propel guests to actually purchase a product.
The communications department
is responsible for all internal and external messaging.
How does Social media marketing occur?
occurs on platforms where users can create and share content and participate in social networking activities.
Strengths
Location, experience, price and amenities.
psychographic
Lifestyle, attitudes, personality and values.
•Sales manager:
The sales manager is the second in command of the department and may step in if the director is out of the office or on vacation. The main duties of the sales manager include prospecting and closing business deals (having signed contracts). Sales managers in larger offices also may be the liaison between the director and the sales staff.
Setting sales goals:
Each department should have goals and work to achieve those goals.
Digital Marketing
•occurs through electronic devices. Social media marketing is a key area of digital marketing. Trends in digital marketing include search engine optimization, influencer marketing, and affiliate marketing.
Developing the brand
Brand development is the process of building a brand through marketing activities to create an image in a customer’s mind about the business.
The PR staff
is responsible for promoting a positive public image of a company and works with media outlets.
How does Influencer marketing occur?
occurs when a celebrity or expert in a particular field comments, posts, or shares information about a particular brand.
Weaknesses
No real brand, inconsistent service, high staff turnover.
Geographic
zip code, population density, climate.
•Destination sales manager:
The destination sales manager sells the destination as a whole, typically targeting large groups such as associations and conventions. The destination sales manager works closely with the staff at a DMO to capitalize on large groups interested in the destination.
Tracking sales goals:
Once goals are set, tracking should begin. Effective sales managers keep a close watch on sales progress and how the progress relates to the goals. Being proactive is vital to reaching performance goals.
Jobs in Marketing
•Director of sales, sales manager, destination sales manager, and sales coordinator are positions in the sales department.
Acquiring new guests
Guest needs often change and evolve. Knowing how to identify these changes and look for new guests is important.
Where does Digital marketing occur?
occurs through electronic devices such as computers or cell phones.
What is a marketing plan?
is a document that serves as a blueprint, describing planned marketing efforts and goals as well as expected outcomes.
Hotel expansion, diversification, endorsements.
Benefits, patterns, usage.
•Sales coordinator:
The sales coordinator frequently handles the office duties of the department, including answering emails, telephone calls, and other inquiries. Sales coordinators also run sales reports, track leads, and often give tours of the business to prospective clients.
Identifying areas in need of improvement:
Based on tracking, proper adjustments may be needed to help reach the goal. This does not mean lowering a goal to make it achievable. It means seeing if the goal is on track to be reached, and if not, identifying areas that need improvement.
Brand's voice
is apparent in all forms of marketing, including the colors, images, words, and overall message used. Its voice should differentiate it from the competition and connect with current and potential guests.
Building relationships:
Attracting new guests is crucial for a business, but keeping current guests is even more important. Building strong relationships with guests helps ensure repeat business.
What is Search engine optimization (SEO)?
is the process of increasing website visitors from search engines by making changes to a website’s design and content.
What is Prospecting ?
is the process of identifying people or groups that are likely to use a business or service.
Threats
Competition, higher crime area, low activity.
SMERF
SOCIAL, MILITARY, EDUCATIONAL, RELIGIOUS AND FRATERNAL.
Building a strong client base:
Businesses want clients to become satisfied and loyal guests. It is easier (and more cost-effective) to have a guest return than it is to spend money and resources attracting a new client.
Communicating internally:
Communication with all staff members is important. Informed employees are also better prepared to communicate knowledgeably and effectively with guests, thus resulting in guest satisfaction.
Return on investment (ROI):
The gain or loss generated on an investment relative to the amount of money invested.
MICE
MEETINGS, INCENTIVES, CONFERENCES AND EXHIBITIONS.