happiness marketing joyau ancestral - marketing plan

Le Joyau Ancestral Happiness Marketing Plan

A utho r s A h m e d A l - O w n - C é l i n e D e l v i g n e – L in n é a H a s s e l g r e n – M i e s K o o p m a n

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On t h e menu Executive summary 2

Net Promoter Score 3

Making Le Joyau Ancestral Visible in Quebec 5

Use Housing Websites to Find New Customers 5

Improving the current Website 8

Creation of a Brochure 8

Brochure Design 9 Size and Price 10 Display Locations 10

Gift certificates 11 Implementing a Wi-‐fi 12

How to set up a Wi-‐Fi 14

Designing a Customer Database 15 Marketing le Joyau Ancestral as a wedding venue 16

Bringing Happiness to customers 20

History of Le Joyau Ancestral 20 Involving the Chef in the experience 21 Frequently changed menus or establish a weekly Chef’s suggestion 22

Themed nights 23 Making the Customers Leave Happier than Ever 25

Ending with capturing of memories 26 Ending with a gustatory experience 28 Ending with a meaning gift 29

Beautify the overnight experience 31

Appendix 32

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Exe cu t i v e s ummary

Mr. Beauchemin, owner of Le Joyau Ancestral, has faced difficulties attracting new

customers to his business during the past couple of years. The current customers are mainly

returning customers who are usually very happy about the place. However, profits are poor

and new customers have to be introduced. Based on the current situation, the student

consultant team has done a thorough marketing research based on the client’s budget for

marketing efforts, the information provided from Mr. Beauchemin and the team’s own visits

at the Inn, as well as the current customer’s opinions.

The first mission is to make Le Joyau Ancestral visible in Quebec. At the current time the

marketing efforts are insignificant and some basic promotion has to be done in order to

capture new customers. A survey was made questioning the customers’ opinions about

certain marketing tools and a thorough marketing research was done to explore different

marketing opportunities in the area.

The second mission is to increase customer happiness at Le Joyau Ancestral. In fact, the Inn

is already creating a special experience for the customers with the exceptional atmosphere

and 19th century style but considering the creation of happiness for the customers the

consultant team has provided some suggestions. Together with the knowledge provided

from the course Happiness Marketing the team applied their own ideas to suit the client’s

needs. The survey also questioned the customers’ perception about the Inn in general to

create a better understanding about their preferences regarding certain activities to create

happiness.

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Ne t Promo t e r Sco r e

Net promoter score provides businesses with an accurate and quick idea of its

current customer’s loyalty towards its business. Net promoter score helps business owners

understand how many of its clients are promoters, passives and detractors. Promoters are

one of the most important factors to the growth of a business. Promoters are individuals

who promote a product/service for free. In an area where businesses are spending millions

of dollars on marketing, they cannot spare the opportunity to have free publicity. Passives

are customers who do not care for a product/service and will have no major impact on a

business’s growth. Detractors are individuals who demote a product/service. It is virtually

impossible to grow as a business if you have too many detractors. Le Joyau Ancestral net

promoter score is as high as the best companies in the

world (see appendix 1). Compared to the net promoter

scores of Amazon, EBay, USAA and Zappos, Le Joyau

Ancestral is considered to have the second best score

with 79%. These are the biggest and most successful

companies in the world.

To understand detractors, passives and promoters further. We have split the zero to

ten possible answers into three segments (for further information, see appendix 1).

Customers who answer between zero and six are considered detractors. Customers who

answer between seven and eight are considered passives. Lastly customers who answer

between nine and ten are promoters.

79% NPS Score of Le Joyau Ancestral

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In order for a business to grow, it cannot afford to allow its NPS score to fall below

50%. This means if a business’s net promoter score is above 50% they are growing affectively

as a consequence of its outstanding customer’s loyalty. If a business lies between 10% and

50% they are not expected to grow tremendously. Now, if a business falls below 10% they

are considered to be heading towards failure and need to respond quickly in order remain

profitable. In a very competitive world it is impossible to grow without word-‐of-‐mouth.

These results are subjective depending on how competitive an industry is. For example for a

wireless cell phone company in order to grow they must achieve high net promoter scores.

In a less competitive industry such as the airline one, net promoter scores have less of an

affect in regards to potential grow.

We want to take advantage of Le Joyau Ancestral high net promoter score. Most of

our recommendation of Le Joyau Ancestral marketing plan was created to support the high

net promoter score. Unlike standard companies, Le Joyau Ancestral can explore many

marketing opportunities as a consequence of its outstanding net promoter score.

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Mak ing Le Joyau Anc e s t r a l V i s i b l e i n Queb e c

The main issue that we recognized from our research about Le Joyau Ancestral was that

not enough new customers find their way to the location. About 60% of the current

customers are loyal and recurrent. We want to increase the number of new customers by

putting effort into marketing communication while using as little financial means as possible.

U s e H o u s i n g W e b s i t e s t o F in d N e w C u s t o m e r s

Nowadays, using housing websites to find

and book accomondation for travels is

getting more and more popular. The

registration on these websites is

oftentimes free. Le Joyau Ancestral’s

customer reach could be significantly

increased by using these kinds of websites

as it will allow customers to book rooms

online. As well as a wider reach on Google,

customers would also have the

opportunity to recommend, review,

comment on, and rate their stay. This

makes Le Joyau Ancestral more attractive

and trustworthy for new customers. To

help you with this idea, we established a

list of websites where Le Joyau Ancestral

could display what it offers and increase

their customer reach.

An example from Tripadvisor.com

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A i r b n b

Airbnb is a very popular website where people from all over the world can have their

apartments for rent while on vacation. Businesses are also welcome to advertise their

offerings on the website which provides advanced and detailed description about the place

and the owner. Registrating a property is for free and Airbnb obtains 3% of the customer’s

booking fee. This is a very popular and easy way of finding vacation homes all over the world

and it is a perfect place for businesses to find new customers.

T r i p a d v i s o r

Tripadvisor is a well-‐known website with high google rates where people turn to get

information about their travels including accomondation. Here Le Joyau Ancestral would be

displayed as a hotel and restaurant. This website is a good place to start considering that Le

Joyau Ancestral already has one review from this site. The registration is free while a 3 % fee

is taken from the booking made by the customer.

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B o o k i n g . c o m

This is a proffessional accomodation booking site that is very well-‐known and used all over

the world. Le Joyau Ancestral would be registered as a hotel and both information about the

place would be provided aswell as booking services. The registration is for free and the fee is

taken from the customer’s booking.

For more information, see Appendix 2.

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I m p r o v i n g t h e c u r r e n t W e b s i t e

Having an updated website is fundamental in marketing today. This is where the

customers gets all the information about the business, and this is the reason it has to be

displayed in a professional way. During our first meeting with Mr. Beauchemin we noticed

that steps had already been made toward improving the current website; however, we

would like to add some suggestions for further development. Google Analyctics is a service

that provides understandable statistics regarding the visitors of the website. For instance, it

shows site visits, page views, average time spent on the page, pages viewed per visit and

percentage of new visits. Google Analyctics is a useful tool to track the visits and handle the

pages in order to improve traffic. Using this software would help to understand the visitors’

behaviour, and therefore help you to find out where to concentrate your marketing efforts.

C r e a t i o n o f a B r o c h u r e

To promote Le Joyau Ancestral it is important that it has a presence in many different

locations. It is important that people can form a visible idea of Le Joyau Ancestral. Currently,

the only way customers can get information about Le Joyau Ancestral is via its website and

the Facebook page.

We think that it is a good idea for Le Joyau Ancestral to promote itself through a

brochure. This will create more opportunities for customers to find information about Le

Joyau Ancestral on their own. The brochure will give them more information concerning the

rooms, restaurant, events, and contact information. It will also contain the history of the

location along with pictures of the inside and outside of the building. It will make more

customers curious about the location and give them the opportunity to find what Le Joyau

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Ancestral has to offer. A brochure is something they can physically put their hands on. When

people can touch something, even if it is a brochure, it is better than when they can only see

it through Internet or only hear about it through friends or family. When people can touch

something they will automatically get more interested in it, and they will keep it if they are

interested.

When we interviewed customers about their thoughts on promoting Le Joyau

Ancestral through brochures, they said that this was a good idea. They also added that if

there is a brochure there should be a lot of pictures in it. This is because Le Joyau Ancestral is

unique in its appearance. When customers arrive at Le Joyau Ancestral, they are entering

another world, an antique and really nice place to relax, eat, or sleep.

We want to inform potential customers, but we also want to convince them to visit Le

Joyau Ancestral. We want them to take action by coming to Le Joyau Ancestral and to telling

other people about it. This will advertise by word-‐of-‐mouth.

B r o c h u r e D e s i g n

The cover of the brochure should be relaxed and not too

cluttered. Keep the text short and concise. People do not want to

read text that is too long. There should be pictures that accompany

the important information in the text. This is important because most

people will look at the pictures first. When they think that this could

be interesting they will read the whole text.

People usually start by scanning the text. That is why we also

included quotes from previous customers. People will get an idea of

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how previous customers found Le Joyau Ancestral to be and let them know what to expect.

The colour of the brochure is light green that fades into white. It is a relaxed and neutral

colour. It doesn’t hurt your eyes and it is easy to read the text, without getting distracted by

the colour.

S i z e a n d P r i c e

The size of the brochure is 8,5x11 inches. It has six faces which will include information

about: The bed & breakfast, the restaurant, weddings, reviews, and location and contact

information. Using the printing center at Bishop’s University, the cost per brochure would be

$0,78 per brochure.

D isp l a y L o ca t i o n s

The brochures will be placed in:

u Tourist information centres

u Wedding shops

u Shopping malls in Lennoxville, Sherbrooke, Montréal, and Cookshire-‐Eaton

The brochures will be most effective if people see them in the aforementioned places.

People who are not from the area will most easily find information about Le Joyau Ancestral

via the brochures in tourist centers. The brochure is a cost effective way to promote Le

Joyau Ancestral.

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G i f t c e r t i f i c a t e s

A gift certificate consists of a document

that the customers buy in Le Joyau

Ancestral as a present for someone. Later,

they can come to Le Joyau Ancestral and

exchange it for a menu in the restaurant

or for a room in the house. This is a great

way to make more sales, to increase

customer loyalty for your business, and to

generate the word-‐of-‐mouth.

Gift certificates will contribute to more

sales by reaching new customers and they

will help increase awareness about Le

Joyau Ancestral. Indeed, they could give

the opportunity to advertise and promote

the business with wallet-‐sized billboards.

The sale of the gift certificate already paid

for the dinner or the stay, so new

customers are allowed to try out the

services with a paid visit from the existing

customers. Also, it would generate word-‐

of-‐mouth because people like to talk

about the gifts they receive.

To implement gift certificate in your

business, you need to follow some

marketing objectives:

u You need to communicate the fact that gift certificates are available and are a

popular and desirable gift

u You need to convey the relevance, variety and quality of the gift certificate

u You need to reinforce the “convenience” benefit of purchasing gift certificates

u You need to make your current customers aware of the availability of gift certificates

in Le Joyau Ancestral; therefore, you can do this through direct mail, e-‐mail, social

networks, and in the restaurant and near the entrance

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I m p l e m e n t i n g a W i - F i

A Wi-‐Fi hot-‐spot allows customers to use their mobile devices such as smartphones,

laptops or tablet computers. Any pub, bar, or restaurant should try to make guests feel at

home. Providing an internet connection and helping them stay in touch is an important

customer service.

With a Wi-‐Fi connection, your service is more than just a public hotspot. It can support

your business in a number of ways:

u You'll attract new customers and bring old ones back

u Customers will stay longer and spend more

u You'll get higher customer satisfaction and loyalty

u You'll be able to collect useful data

u It can give you an insight into customer internet usage

u You can get clear reports on your customers’ behavior to support your marketing

campaigns

u You can send customers to your website from your Wi-‐Fi log-‐in page

u You can promote your brand by displaying special offers and discounts on your Wi-‐Fi

log-‐in page

A free Wi-‐fi service is easy to set up and in return you get the opportunity to create

valuable marketing opportunities for your company. Let’s imagine customers satisfied with

the appearance of their plate; these customers will want to share this moment in real time

with friends not present at the restaurant. They will do this by taking a photo of their plate

and immediately sharing it on social networks such as Facebook, Twitter, Pinterest, Snapchat

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or Instragram. If many people see the post, the photo could have a large impact. Therefore,

setting up free Wi-‐fi represents an opportunity of marketing promotion for Le Joyau

Ancestral.

Another opportunity of marketing promotion for the business based on the

implementation of a wifi would be a touch pad at the disposal of your customers. This touch

pad would be connected to a Facebook account, and instead of a customer review book,

customers could leave their feelings and comments about their experience online. Their

comments would then be posted on the Facebook page of Le Joyau Ancestral, where

everyone could see them. A touch pad would be more interesting for the customers than a

customer review book because nobody takes time to read the comments inside the current

book.

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u H o w t o s e t u p a W i - F i

We compared different offers from different Internet service providers on websites, and our

researched showed that Videotron has the best offer.

For more information (see Appendix 3)

For 43.95$ CAD/month you could get a Wi-‐Fi connection. This is a good investment

considering all the advantages it could provide Le Joyau Ancestral. We compared the

different packages provided by Videotron, and our recommendation is the first or second

offer. Considering that 30 customers at the most would be connected and downloading at

the same time, one of these two packages would be sufficient for Le Joyau Ancestral.

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D e s i g n i n g a C u s t o m e r D a ta b a s e

The key to longlasting customer

relationships is knowing the customers

well and keeping track of them. Having a

consumer database with all the

information about the customers will

make it easier to get in touch with them

regarding advertisement for future events

that can occur on Christmas, Birthdays,

Easter and Valentine’s Day. It could easily

be made in a basic Microsoft Office

program like Excel (see appendix 1). Every

time a customer makes a reservation for

dinner or lodging it is easy to collect

information such as their name, telephone

number and e-‐mail. Overtime, it will be

easier to see if the customer is a

reccurring customer or not and then

decide on future marketing efforts

depending on which type of customer

they are. By collecting information such

as their birth date or anniversary dates, it

would create the opportunity to

individualize the communication towards

the customer. This could be done by

sending a letter or e-‐mail to invite the

customer to a special birthday dinner, or

to celebrate an anniversary at Le Joyau

Ancestral.

An example of how a pre-‐made customer database could look like in excel.

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M a r k e t i n g l e J o y a u A n c e s t r a l a s a w e d d i n g v e n u e

Le Joyau Ancestral is a ravishing hotel and restaurant. The rooms are glamorous and have an

atmosphere that charms you right away. Externally Le Joyau Ancestral is aesthetically

stunning. The flowers complement the external of the residence in a delightful manner.

Beethoven (the cat) is a great addition to the lovely environment. He engages people in a

positive way and makes people a little bit happier. The service is absolutely delightful with

food that will satisfy all of a client’s taste buds. Nobody leaves Le Joyau Ancestral without a

smile.

Foremost, with all of what Le Joyau Ancestral has to offer, it is inefficient to keep it closed

during the week. We understand that the owner is too busy during the week and that

demand is not sufficiently high. Leaving Le Joyau Ancestral unavailable to clients makes

room for potential alternative bigger ventures. We strongly view Le Joyau Ancestral as the

perfect wedding venue.

We took the initiative to see how many businesses in the wedding industry would be willing

to work with Le Joyau Ancestral. The responses from wedding planners, decorators, flower

shops and even magazines were all positive. They all agreed that Le Joyau Ancestral is great

location to host wedding celebrations. When we ask the current clientele of le Joyau

Ancestral through a telephone interview, how they felt about it being a wedding venue,

100% said that Le Joyau Ancestral would be a fantastic venue to host a wedding celebration.

The same clients also admitted that they would recommend Le Joyau Ancestral to their

friend as a wedding venue.

Currently, we know that Le Joyau Ancestral hosts weddings and has a policy that requires a

minimum of 50 guests. Le Joyau Ancestral’s current marketing strategy is revolved primarily

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around Le Salon De La Mariée a convention center for weddings situated in Montreal. This is

a great first step into promoting that Le Joyau Ancestral offers weddings. We want to take it

to the next level. We looked at industry averages between Canada and the USA. In the USA

wedding revenues are 25 times higher than in Canada (Appendix 4 and 5). This means that

there are a lot of potential clients across the border. We want to keep the same current

strategy but expand it all the way to Niagara Falls. We believe that Le Joyau Ancestral should

attend wedding conventions in Niagara Falls, ON. Niagara Falls wedding convention.

Wedding conventions are

simple. You rent a booth,

talk to hundreds of people

who are interested in

getting married and

display all of what you

have to offer. Often

weddings conventions

that are hosted in cities

on the boarder of the

United States of America, such as Niagara Falls have a lot of foreign visiting clients. Some of

the reasons why Canada is an attractive country for Americans to host their weddings

celebration; when the US dollar is high, it is cheaper to get married in Canada, In Canada

there is no sexual orientation marriage laws, the drinking age is lower in Canada, and finally

venues in America are often fully booked during high seasons; which means that they look

towards Canada to get a similar experiences. This is an opportunity that Le Joyau Ancestral

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can exploit. Moving towards an international strategy will give Le Joyau Ancestral a big

competitive advantage over other wedding venues in the area.

An aspect we love about being a wedding venue is that it does not require a huge amount of

capital investment to be a successful. Unlike hotels, marketing venues is not expensive

(Appendix 4 and 5). This is where the concept of business to business marketing comes into

play. We phoned many different wedding planners in the area of Sherbrook. They were all

interested in promoting Le Joyau Ancestral to their clients. The wedding planners we spoke

to in particular were as followed: Creations McKaig enr, an event coordinator that works in

Drummondville; La Marieuse, an event planner that specializes in weddings located in

Shebrooke; and Principal Planner, a wedding planning organization situated in Montreal (for

contact information, see appendix 6). All of the wedding planers we spoke to asked us to

send them a brochure or a word document with pictures of the venue and details about

price, location, food, capacity and amenities, so that they can show their clients. We also

spoke to a flower shop owner in Sherbrooke called Cadril Fleuriste. Cadril Fleuriste does a lot

of bouquet and centerpieces for weddings. The owner agreed to meet with Le Joyau

Ancestral in person. They are also willing to put a stack of brochures in the flower shop.

Flower shops are great places to get exposure, especially those that specializes in weddings.

Another marketing strategy we would like Le Joyau Ancestral to implement is advertising.

We spoke to the leading wedding magazine in the province, Marriage Quebec. We think

Marriage Quebec is a great magazine to work with. We spoke to one of the magazine

representative and she analyzed Le Joyau Ancestral through its website. She said that Le

Joyau Ancestral passed the minimum requirement to be on their magazine, great food, a

nice venue and good capacity. Unfortunately their January issue is already full and ready to

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be printed, but she was extremely excited to have Le Joyau Ancestral in their next magazine

issue that is to be released in July. The price to advertise on their magazine is 850 dollars for

half a page on the magazine. We think that half a page is a good start to test out it

effectiveness. Once Le Joyau Ancestral sees an increase in wedding reservation requests, Le

Joyau Ancestral should invest in a full page. What we enjoyed most with Marriage Quebec is

that you grow together. It is not just a magazine that wants your money; they want you to

succeed with them. They offer their top editors to work closely with its client to create the

perfect advertisement that makes both parties happy. $850 might seem much, but we must

keep in mind that this is for a period of 6 month. The advertisement will stay up for a

guaranteed 6 month. According to the Marriage Quebec, it ships its issues to around 26,000

locations all over Quebec and all its clients have seen a relative increase in sales.

Currently Le Joyau Ancestral charges the same price for an event than for a regular day. We

believe that the price for a wedding event scheduled on a week-‐end should be increased

from $40-‐$55 to $70 per person, but a wedding event scheduled during the week should

remain the same price. The logic behind this strategic price change is to influence clients to

schedule their events during the week. We are optimistic that this price change will help

fund advertising. This logic can also be applied in the opposite way. If Le Joyau Ancestral can

afford the advertising for weddings, they should decrease the price from $40-‐$55 per person

to $30-‐$45 per person for week day reservation and keep the same price for the week-‐end.

This is also a way to attract clients to book a wedding during week-‐days. We believe that Le

Joyau Ancestral should fill its closed days with special celebration events.

We believe that Le Joyau Ancestral should put wedding brochures all around wedding

industry related companies in the region (photographers, bakery, flower shops etc...)

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Br ing i ng Happ in e s s t o Cu s t ome r s

H is t o r y o f L e J o y a u A n c e s t r a l

History is an important and essential aspect of Le Joyau Ancestral. Knowing the background

of the location gives depth and meaning to the customers’ experience. We want to be able

to tell the story to the customers without them having to read a book or look it up on their

own. The history of Le Joyau Ancestral should be given to them in a tasteful and easy way.

A story can be told in many different and

creative ways, and we want to do it with

minimum use of money and time. For

instance, in the process of making the

tables for the dinner, the waiter could

have small paperclips with one little

interesting fact about Le Joyau Ancestral

printed on it. It could be placed on the

napkin or under the glass. This is a good

way of starting conversation around the

table, especially if it is a customer’s first

visit. It is also a great way of getting to

know the place better.

The paperclips could also be used in other

places such as the restroom. The paperclip

could be placed in a place where the

customers can read it easily, in front of the

toilet or by the sink for instance. The facts

could be renewed every week so that each

time the customers come there would be

something new to learn about Le Joyau

Ancestral. Creating the notes will require a

printer. Having a stock of at least 50

different facts to give out each evening

would be a good start.

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I n v o l v i n g t h e C h e f i n t h e e x p e r i e n c e

The Chef is a major figure in the experience of the customers. Indeed, many customers are

curious to know who cooked their meals. Therefore, we came up with two ideas to get the

chef more involved in the customers’ experience:

Firstly, le Joyau Ancestral could place a photo of its Chef in the menu or on a card placed on

the table to let the customers put a face on who is behind their dishes. The photo of the

Chef, either on the menu or on a card, could be accompanied by a description of his

personality and his professional background.

Secondly, the Chef could show up and greet the customers

during or after their meal. It is a way to engage the

customers because they would have the feeling to interact

with somebody special, who has a main role in their

experience.

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F re q u e n t l y c h a n g e d m e n u s o r e s t a b l i s h a w e e k l y C h e f ’ s s u g g e s t i o n

It is important that customers don’t become fed up with eating at le Joyau Ancestral because

of the unchanged menus. If menus are not renewed, customers will be more likely to go

elsewhere and try something new. Consequently, we suggest in one hand to establish

seasonal menus with astonishing ingredients. On another hand, we suggest to establish a

weekly Chef’s suggestion to offer the customers a wider choice of meals. If customers

hesitate between different meals, and have a first exceptional experience, they will be more

likely to come back in order to try the dishes they did not try before.

Then, do not forget to communicate about the new offers because the key is to make the

customers aware of what happens in Le Joyau Ancestral. Therefore, when a new menu

comes out, our advice is to create a brochure with a menu card and make it available to the

customers. If the customers are thrilled with the offer, they will show this menu card to their

entourage, and will generate free word-‐of-‐mouth.

Lastly, we also advise you to communicate the release of your new menus and Chef’s

suggestions on social networks. Once again, no need to spend money for this kind of

communication, and it will give you free publicity if interested people relay and share your

posts.

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T h em e d N i g h t s

An opportunity for marketing promotion would be Themed Nights. We tested this

idea among current customers in our survey. For the

majority of them, represented by 54%, this idea was

greeted with enthusiasm. Therefore, we decided to

develop the concept of Themed Nights and show how this

concept could improve the reputation of Le Joyau

Ancestral.

One essential component of happiness is the ability to feel meaning (see appendix 7 for

definitions). Our first theme would be “Charity Events”. Charity is related to meaning

because the act of giving makes customers feeling happy. Based on this, we suggest

implementing charity nights, where customers could demonstrate generosity towards others

by eating for a specific cause. For instance, once in a while Le Joyau Ancestral could have

nights where they “eat for breast cancer” or “dine for clean water”. It could be a small

change in the menu or that half of the profits that night goes to charity. By doing this, the

customers feel that they are a part of something bigger and that they are contributing to a

better world; all associated with Le Joyau Ancestral.

Our second theme would be “Food Experiences”. This theme is also based on one

important component of happiness: pleasure. In the case of this Themed Night, it would be

a physical pleasure because your customers would discover new cuisine. Pleasure induced

by this kind of theme is another way to attract the customers and make them happy for the

night. These are some easy and interesting ways to implement the “Food Experiences”

theme.

54% of the customers are interested in visiting themed nights in Le Joyau

Ancestral

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For instance, a special Valentine’s Day meal could be centered on chocolate. The menu will

be altered to include chocolate in every dish.

u Appetizer: Melted chocolate with fleur de sel bruschetta

u Main course: Grilled lamb with chocolate mint salsa or Macadamia crusted tilapia

with white chocolate and butter

u Dessert: Chocolate hazelnut tartlets or Dark chocolate mousse and strawberry cream

in chocolate cups or an Easy chocolate fondue with fruits.

Our third theme would be “Wine Tasting”. In this event, local wine manufacturers

could get their products exposed to the customers of Le Joyau Ancestral while Le Joyau

Ancestral could host a Themed Night without needing to invest any money in it. This would

be a mutually beneficial relationship between the two businesses. Also, Le Joyau Ancestral

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could encourage the customers to bring a bottle of their own favorite wine and then

organize the wine tasting for the customers. This would also provide engagement to the

customers as well as pleasure in the act of savoring the tasting of the different wines.

Our last theme would be “Art Nights”. Customers or local art galleries could

showcase their art in the restaurant while customers walk around and admire the artwork

while they wait for dinner. If customers have something to showcase, this kind of theme

would encourage them to be part of the themed night. They would feel that they were

involved in the success of theme for the night, which is a touch point for engagement.

However, if customers do not have anything to showcase, local galleries could be contacted

instead. It is a beneficial for local galleries because they could showcase and sell their art. It

is also beneficial for Le Joyau Ancestral because the Themed Night would have no cost and

attract more customers.

M a k i n g t h e C u s t o m e r s L e a v e H a p p i e r t h a n E v e r

Research has shown that it is more likely for a customer to remember the experience

as a good one, if they receive some sort of wow-‐effect at the end of their stay -‐ in marketing,

the exact term for this is “peak-‐end rule” (for further definitions, see appendix 8). We

suggest this idea should be implemented in the service of Le Joyau Ancestral in order to

make the customers leave with a smile on their faces.

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E n d in g w i t h c a p t u r i n g o f m e m o r i e s

The ultimate goal for Le Joyau Ancestral would be to make the customers remember the

experience for the rest of their lives. To push the limit of Le Joyau Ancestral uniqueness, we

suggest that Le Joyau Ancestral offers their dining customers a picture of themselves taken

by a Polaroid camera. The concept is very simple :

1. Take a picture of the table of friends and family.

2. Let the Polaroid process the picture.

3. Then, give one copy to the table.

To keep in theme of le Joyau Ancestral we

think that a Polaroid camera would give

the picture an old themed feeling.

Similarly to the greeting card concept, this

would give Le Joyau Ancestral extra free

exposure to other customers. People

frame and put physical pictures on their

walls at home and desks at the office.

Furthermore, in terms of how much this

would cost, a Polaroid camera on

www.eBay.com costs from $20 to $40

depending on the model of the camera

(see Appendix). For the variable cost, it

would cost exactly ₵66 per table. This is

relatively a small capital investment, while

having a big marketing and exposure

impact. This would also be a peak moment

for the customer. We are very confident

that the return on investment of the

Polaroid picture would be high; this is

because it would greatly increase the

speed of which the word-‐to-‐mouth will

spread.

From analyzing the survey, we found that

everyone loves Le Joyau Ancestral and

always have good things to say about it.

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We are very confident that when people

stumble upon the picture and ask the

customer about where it was taken, the

client will enthusiastically praise le Joyau

Ancestral. In terms of the capital budget

that Le Joyau Ancestral has towards

marketing, we believe that their marketing

strategy is correct (word-‐to-‐mouth). By

offering gifts to the customers, these

suggest small ways to increase the speed

of their marketing strategy.

For more inspiration, see Appendix 8.

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E n d in g w i t h a g u s t a t o r y e x p e r i e n c e

Dinner at a restaurant usually ends with

the same boring and sometimes, sad

thing: paying the bill. By turning this

process into a better experience,

customers would feel less unhappy about

paying the bill. This would also help Le

Joyau Ancestral differentiate itself from its

competitors. For instance, when giving the

bill to the customer the waiter could also

offer the table some small samples of new

dishes from the kitchen. These samples

would only be a small mouthful

considering they just had a full meal. This

would be an excellent way for the chef to

try new recipes on the customers. The

work environment in the kitchen will

become more creative because there

would be a constant development of the

menu, and the chef would have the

freedom to experiment with the food.

Also, the customers would feel as if they

had an important role in the development

of new dishes. This would engage the

customers, which is an important part of

the overall experience of Le Joyau

Ancestral. Lastly, it is an operation that

requires no follow-‐up time. The waiter

would get instant feedback on the dishes,

which makes the tasting experience

efficient and straightforward. It does not

require any extra resources; the chef

could simply use anything available in the

kitchen.

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E n d in g w i t h a m e a n i n g f u l g i f t

We want to take Le Joyau Ancestral to a deeper level of relationship with the customers

occupying a room. Firstly we are going to divide those customers into two categories.

The first category involves customers that are from outside of Canada (USA, France). For this

category of customers, we believe that Le Joyau Ancestral should provide them with a

fantastic experience of Canada. Although Le Joyau Ancestral has a fantastic venue and

service, we believe that the extraordinary experience shouldn’t stop there. Le Joyau

Ancestral could even go the extra mile with their clients and provide the ones that are from

outside of Canada with a sample of maple syrup during check out. Canada is popular for its

Maple syrup. Luckily Cookshire has a local business that manufactures maple syrup the

Erablière Le Jardin Sucré (see appendix X for contact information). Erablière Le Jardin Sucré is

a producer and manufacturer of syrups located in Cookshire. We suggest that Le Joyau

Ancestral work with this local business. How? The Erablière Le Jardin Sucré could provide

samples to Le Joyau Ancestral and Le Joyau Ancestral could offer these samples to their

foreign customers. This option would be a win-‐win situation for both local businesses

because the Erablière Le Jardin Sucré would get

free publicity and exposure to new customers

and in return, Le Joyau Ancestral would bring an

extra experience of Canada to their clients.

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The second category is composed of local & Canadian

customers. For these customers, offering maple syrup would

not be effective. Since they are used to Canadian products,

they would not feel as special as the foreign customers.

Therefore, Le Joyau Ancestral should work closely with

farmers. Every Saturday morning during summer there is a farmers market located

Lenoxville (see appendix 9 for more information). There is a beekeeper that harvests honey.

His bees are special because they feed of mint type flowers. This gives the honey a very

special taste. Keeping the same collaborative business model as the maple syrup (win-‐win),

Le Joyau Ancestral could give a small sample as a gift to local and Canadian customers

occupying a room. This would give them an extra experience of the Eastern townships of

Canada.

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B e a u t i f y t h e o v e r n i g h t e x p e r i e n c e

The customers occupying a room are the ones who are experiencing the full beauty

and fantastic experience that Le Joyau Ancestral has to offer.

The first option is to make them feel special and closer to Le Joyau Ancestral by

implementing a greeting card on their bed during check-‐in. This will make them feel like Le

Joyau Ancestral went the extra mile to bring a smile on its clients’ faces. We believe the

greeting card should be a picture of Le Joyau Ancestral with the customers’ names on it. This

is a great way Le Joyau Ancestral can get exposure. Most people keep cards they receive in

their office or at home. When someone walks by the card they may ask about the card.

Hopefully, if the customers had a great experience, they would express their fantastic time

at Le Joyau Ancestral, and therefore, give Le Joyau Ancestral positive publicity. This can also

trigger an exposure effect. Robert Zajonc developed the idea that the more people are

familiar with something the more they like it. We can use this theory with the greeting cards.

When people put it on their office desks or in their home, they unconsciously see it every

day, which make them like Le Joyau Ancestral even more. Another advantage of

implementing the greetings cards is to trigger an endowment effect. The endowment effect

is a theory developed by Kahneman. This theory explains that people value things more

when they own it. This means that by gifting them a greeting card you are also increasing

their perceived value of Le Joyau Ancestral.

The second option is to offer a free fruit basket. This doesn’t necessarily require a lot

of capital investment. A way this can be accomplished is by using the left over fruits of

breakfast and put them in a small basket in their room during their stay. Giving a gift will

make the customer feel even more valued and excited for their stay.

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Append i x

Here is all the extra information provided for further research if needed.

Append i x 1 – Ne t Promo t e r Sco r e

Net Promoter Score of some big companies :

Explantation to calculation of Net Promotor Score :

3%

80%

18%

NPS Score of Le Joyau Ancestral

Detractors

Promoters

Passive

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Append i x 2 - Accomoda t i on w eb s i t e s

www.AirBnB.com

www.tripadvisor.com

www.booking.com

Append i x 3 – In s t a l l a t i on o f w i f i http://affaires.videotron.com/web/pme/services-‐internet/acces-‐internet/fibre-‐hybride-‐8

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Append i x 4 – Wedd ing s t a t i s t i c s - Canada

Canada Industry statistics • Catering industry

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• Canada Hotel industry

36

• Canada Restaurant industry

37

Append i x 5 – Wedd ing s t a t i s t i c s – Un i t e d S ta t e s USA Industry statistics

• Wedding industry:

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• Hotel industry USA:

39

• USA restaurant industry:

40

Append i x 6 – Wedd ing Company Con ta c t s Companies contact information: Creationsmckaig http://www.creationsmckaig.com/ 819-‐395-‐5607 La Marieuse http://www.lesevenementsmg.com/lamarieuse.html 819-‐574-‐1033 [email protected] [email protected] Soleil Décor http://soleildecor.net/pages/decor-‐pour-‐un-‐mariage.php 819-‐5637036 Cadril Fleuriste http://cadrilfleuriste.com/ 819-‐564-‐4017 [email protected] Principalplanner http://principalplanner.com/ 514-‐884.3418 [email protected]

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Append i x 7 – De f i n i t i on s

Happiness involves three components; pleasure, meaning and engagement.

Pleasure is defined as « The condition of consciousness or sensation induced by the

enjoyment or anticipation of what is felt or viewed as good or desirable”

(Simpson & Weiner, 1989).

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Append i x 8 – Peak - end - r u l e

Definition :

The peak–end rule is a theory that describes how humans hedonically evaluate past

experiences. This heuristic process leads people to judge an experience by its most

intense point and its end, as opposed to the total sum or average of every moment of the

experience.

Inspiration : Polaroïd photos

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Click to see a advertisement on ebay

Click to see advertisement on staples

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Append i x 9 – End ing w i t h a mean ing f u l g i f t

happiness marketing joyau ancestral - marketing plan

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