OFFLINE MARKETING IN THE DIGITAL AGE

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Tag Line for an Inn/B&BA slogan or phrase that visually conveys the most important product attribute or benefit

that the advertiser wishes to convey.

Tagline vs. SloganYou can differentiate between a tagline and a "slogan" by remembering that a slogan is

typically used with a single marketing campaign, whereas a tagline should be

considered permanent.*check to see whether its in use

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The Top 10 Taglines1. Got milk? (1993) California Milk Processor Board2. Don’t leave home without it. (1975) American Express3. Just do it. (1988) Nike4. Where’s the beef? (1984) Wendy’s5. You’re in good hands with Allstate. (1956) Allstate Insurance6. Think different. (1998) Apple Computer7. We try harder. (1962) Avis8. Tastes great, less filling. (1974) Miller Lite9. Melts in your mouth, not in your hands. (1954) M&M Candies10. Takes a licking and keeps on ticking. (1956) Timex

Great tips on creating a good tagline at http://www.yudkin.com/generate.htm

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Logo/Graphics/Media that are cross promotionally branded

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Think outside of the Box

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Leveraging your business cards

Backside of CardA Blank space

To Use for MarketingPrint off specials/offers on print

and stick labels (Avery)

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30-Second Commercial Elevator Speech-Pitch

A MUST HAVE down pat “PITCH” about who you

are, what your business is and WHY your Inn/B&B is unique, different, special,

stands out from other places to stay.

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Rack Card Goofs

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Typical Tourism Rack Card Holder,

hides 2/3 of the card

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Ads With No Call to Action

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Print is not dead but it NEEDS to be targeted

•Don’t advertise just for the sake of advertising

•Ads MUST have a call to ACTION and/or a “HOOK”

•Tracking ads is difficult, include a Referal code and a small freebie or “added value” extra, even if its something you give away anyway (incentive to keep the ad and/or tell you where the referal is coming from.

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Proof your ads and then

proof them

again I

spy…..

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ADVERTISE WHERE YOUR GUESTS WILL FIND YOU

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Pretty Unique Ad

But No Call to Action

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Ads With A Call to Action

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TELEPHONE TOOLS AND SKILLS

• Answering machine/voice mail message

• Telephone script for incoming calls

• Telephone script for returning calls and voice mail

• Are You SMILING?

Do you have your cheat sheets done?©Forfeng Designs

Phone and Sales Skills are KEY!•Practice your scripts for incoming calls and return calls, Taping yourself and listening can be very useful.

•Do some role-playing with people you know or other innkeepers, easiest to do with someone that you don’t know well as they can be more perceptive and help critique your scripts.

•Are you asking the right questions?

•Are you letting people get away without getting their contact information?

•Are you finding out why people are not booking after calls? There are always the price fishers but sometimes its because someone else has a better “Pitch”

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Answers phone with a grouchy unhappy voice.

“Jane Doe Inn”

Would YOU want to stay at

this inn?

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Answers phone with a smile that you can hear

through the phone

“Good Morning, this is the historic Jane Doe Inn, how can I help you this lovely

morning?”

Would YOU want to stay at this inn?

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CHAMBERS & ASSOCIATIONS•Click Through Rate is NOT everything!

•Considering Volunteering even an hour of your time once a month. Captive audience with walk-ins and phone, perfect opportunity to pitch your inn or B&B.

•Phone referrals are key, make sure your chamber people know who you and that they like you. Goodies help, everyone loves to bribed with some fresh white chocolate and strawberry muffins

•Networking events, while the local business people may not be guests, their friends and family will, if they know who you are.

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The BEST networking Book/Audio

Terrific to listen to in the car

How to Work a Room,Your Essential Guide to Savvy

Socializing 

by Susan Roane

http://www.susanroane.com

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THANK YOU!Further Marketing articles for B&Bs

http://chefforfeng.wordpress.com/marketing-for-lodging-resources/

Please email me at

heather@forfengdesigns.com

If you have questions

or ask me on twitter

@forfeng, I’m usually online for most of the day