Your Best SeasonWeeks 1 & 2

Your Offer

Email copy

Sales process

Email delivery system

Measuring and

following up

Your Best Season – Strategy

©Yvonne Halling 2014

Weeks 1 & 2

• Your financial goal•Deciding on your offer or offers•Pricing your offers•Using a survey if appropriate•Deciding on how to present your offer –

video/blog/emails/letters/phonecalls•Creating a sales process for your offers/calls to action

Your offer

•Two ways:•An event that’s already going on in your area, or

that you can create at your B&B for which there is already a demand or a demand that you can create• Find out what they want and then create that and

offer it to them

An existing event

• Position yourself as the « go to » person on this event• Create a page on your website• Use emotional language in your copy• Use video wherever possible• Add calls to action to encourage people to book/email you• Create a series of blog posts linking to your page, around this event• Use social media to create excitement• Create a series of emails for your past guests (and future guests)

Examples of existing events

• Habits de Lumieres, Epernay every December• http://bedandbreakfastinchampagne.com/champagne-christmas-epe

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• Reims Wine Festival, Reims every November• http://bedandbreakfastinchampagne.com/reims-wine-festival

Find out what they want

• Research by surveying your past guests• Use Survey Monkey (it’s free)• Create a series of questions to get some information• When you find out what they want• Create that and then offer it to your past guests (and future guests)

Example of creating an offer based on research

• http://bedandbreakfastinchampagne.com/champagne-tours-and-tastings

Questions for your Survey

• What did you appreciate overall about staying at (your B&B)?• What did we have that you loved the most?• What did you want that we didn’t have?• What specifically would entice you to return or refer (your B&B)?

Pricing your offers

• Not fixed in stone• Calculate what it costs you to provide• Estimate the « value » of this to your guests• Come up with a figure that you feel comfortable with, and that makes

you at least 50% profit

Homework

• Survey your past guests as appropriate• Create an offer and price it• Decide on your sales process• Create the webpages/videos/blog posts as appropriate• Post in the private Facebook group for everything• Let us see what you’re doing for feedback