opportunities in the hospitality market
DESCRIPTION
For most print service providers, their biggest challenge is identifying and capturing new clients—especially in this highly competitive marketplace. One often overlooked strategy is looking to vertical markets for new revenue opportunities. To better assess your capabilities to serve vertical markets, you need to first understand their behaviors and service needs.This presentation on the Hospitality Market is part of a series of PowerPoints created to help you better understand, and target, six of the highest value verticals according to InfoTrends.Let’s get started. Do you have any hospitality clients in your portfolio? If not, you may be missing out. There were over 52,000 hospitality organizations in the US according the latest Census data. Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purposes.TRANSCRIPT
September 2011 | Opportunities in the Hospitality Market
A vertical focus for approaching new clients
September 2011
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Research by InfoTrends 2011
September 2011 | Opportunities in the Hospitality Market
Companies you know
The Market Defined
The Hospitality industry comprises establishments that
provide lodging or short-term accommodations for
travelers, vacationers, and others. The industry is
organized into three groups: Traveler Accommodations,
RV Parks and Camps, and Rooming and Boarding
Houses.
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Source: InfoTrends 2011
September 2011 | Opportunities in the Hospitality Market
Top Trends For This Market
• Partnering with branded spas to offer onsite services
• New hire training is important
• Looking to make more sustainable choices
• Conferences and convention centers are looking for personalized
content packages
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Source: InfoTrends 2011
September 2011 | Opportunities in the Hospitality Market 4
Time:Explain the short turnaround for digital
Understanding:Educate them on marketing channels
September 2011 | Opportunities in the Hospitality Market
Did you know that the average annual external
print spend in the hospitality segment is
$33,000?
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According to InfoTrends…
Source: InfoTrends’ Capturing the SMB Communication Services Opportunity 2009
September 2011 | Opportunities in the Hospitality Market
Hospitality organizations have a wide
variety of marketing communications
needs. All of these needs provide a
tangible opportunity for your
company’s services.
So, what are they producing?
• Print directories
• E-Mail marketing
• Signage
• Point of sale advertising
• Newspaper advertising
• Printed direct mail
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September 2011 | Opportunities in the Hospitality Market
Bringing More Value
One way to differentiate your
company is to provide unique
materials that enable higher value
printed products to be created.
Mohawk Bravo Digital Substrates can
help you provide this value to your
hospitality customers.
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September 2011 | Opportunities in the Hospitality Market
Pinehurst Golf Academy:“Driving” response rates. Pun intended.
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September 2011 | Opportunities in the Hospitality Market
Campaign Results
• Attracted 50+ more attendees for golf school than the year before
• Direct mail response
•11.3% visit rate – recipients went to Personalized URL’s
• 9.9% of visitors completed golf self assessment survey
• Social media response
• 2,500 visitors to campaign landing page
• 26% of visitors completed golf self assessment survey
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Source: PODi.org
September 2011 | Opportunities in the Hospitality Market
The hospitality market provides many
revenue opportunities for you as a
print service provider. The
opportunities include these key
products and services:
Why You Should Consider Pursuing this Market
• Campaign management
• Database management
• Data-driven personalization
• Cross media services
• High-quality digital print
• Mailing & Fulfillment
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September 2011 | Opportunities in the Hospitality Market
Mohawk MakeReady provides practical tools
and actionable information for digital
printers like you.
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We can help…
Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.