Pitching a Perfect Game

12 Thursday Jan 2012

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Bed and Breakfast centered Public Relations

While I can’t claim to be a top-notch public relations expert, I did have the good fortune once upon a time of landing an internship with one of the top PR agencies out there. Consequently, I was able to directly witness specific case studies unfold and come to understand the great importance of successfully working with the media, regardless of a company’s background—even within the bed and breakfast industry. Time and time again, struggling bed and breakfast owners bellyache their hard luck and blame their misfortunes upon extenuating circumstances. Yet, these bed and breakfast owners tend to be the same ones who absolutely refuse to jump on the public relations bandwagon. Public relations, although a relatively new field, is fast becoming a multi-billion dollar industry in and of itself. Smart companies are rushing to improve their rapport with clients and potential clients by hiring PR professionals to do the work for them. And it’s paying off!

Smaller, specialized PR firms are cropping up, including bed and breakfast specific agencies. Maynely Marketing and Sandra Betner PR are both geared toward high-end inns and tourism. Granted, these services can be pricey—be warned. Yet, if you aren’t feeling up to the workload and commitment of garnering favorable results yourself, it may be wise to consult them or any number of other B&B specific agencies.

So, let’s talk about what PR can do for you and your bed and breakfast—whether you choose to pursue a professional PR agency or dabble in it yourself.

PITCHING

There is a little something called “pitching”—an invaluable aspect of public relations. What is pitching, you ask? In short, it’s a succinct, gripping, and well-written story sent to the media that is capable of linking your publicity needs with a journalist’s own rational self-interest.

Pitching is a succinct, gripping, and well-written story sent to the media that is capable of linking your publicity needs with a journalist’s own rational self-interest.

As frustrating as the media can sometimes be, it is a priceless resource to PR professionals and their clients (i.e. your bed and breakfast). Planning the pitch conscientiously and precisely may seem like an obvious introduction into communicating with the media, but I have been surprised how often such planning doesn’t end up happening. According to media relations maven, Margo Mateas, establishing a solid plan beforehand (including thorough research and commitment) is vital.Image

Other invaluable aspects of PR writing and pitching includes “speaking in bullet points,” a trick I wish I had discovered long ago. Don’t draw out every dreary detail. Stick with the rudimentary, important points. Likewise, be sure to lead with the hook. Rather than beating around the bush, it is absolutely imperative to bring up the most relevant and engrossing aspect of the story immediately.

Lastly, give a strong call to action at the conclusion of your pitch. Expect the journalist to whom you pitched to use the material you provide. Give him/her a way to contact you. End each pitch with a strong closing statement in which the word “if” is replaced with “when.” (For example, say “I look forward to answering any further questions at your earliest convenience. I’ll be in contact with you soon!” instead of “If you care to, please give me a call and I can give you more details.”

After you’ve sent out the pitch, follow-up! This can’t be stressed emphatically enough. Don’t expect the reporter to get back to you. If you do, you’ll be waiting around for a mighty long while. Since reporters are perpetually facing tight deadlines, it’s important and worthwhile to call them in the morning. In speaking with the reporters, never explain to them something they already know. Their egos are fragile—they don’t have the time or patience or self-esteem to be treated like a child.

If you want to pitch an old idea, make sure there is a new angle/spokesperson/etc. Otherwise, what’s the point of even bringing it up? Making reporters feel as though they’re getting an exclusive sneak-peek at something new and exciting is a useful strategy in getting press coverage. Everybody enjoys feeling like a VIP from time to time. Similarly, client meet-ups and get-together-lunches are outstanding ideas to target pitches to specific journalists. Remain scrupulous, however. Don’t sell your soul or your ethics for a story. Don’t ever allow a journalist to bribe you. Likewise, don’t ever attempt to bribe a journalist. Strict codes of ethics are put into place amongst PR professionals and journalists for this very reason.

One last helpful hint: don’t only get in touch with a journalist when you need something. A lot of PR specialists do just that and it’s tawdry and uncouth. Don’t forget about the existence of a journalist until the time comes to pitch an idea to that specific journalist. Occasional (not overbearing) contact is always nice. It’s great to build a relationship of trust with a journalist. In the bed and breakfast industry, you may want to focus on journalists who specifically write for lifestyle, travel, and other leisure sections of a newspaper or magazine. Journalists are inundated with PR spam from all over the place. So, if you have a special “in” with a journalist, the chances of her willingness to entertain your ideas increases exponentially.

On a side note: Pitching stories to bloggers is a relatively new concept to me, but one that is also exciting and innovative—particularly within the bed and breakfast community. I vigorously believe that all forms of social media should be embraced for the highest possible rates of PR success. Approaching a pitch to a blogger is much the same as pitching to a journalist.

8 Exceptional Strategies For Improving Your Inn’s Marketing Message To Women

06 Friday Jan 2012

Posted by in Marketing

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Marketing legend David Ogilvy once remarked, “The consumer isn’t a moron; she is your wife.”  Of course his comment was meant to convey how we can sometimes “talk down” to our customers in our advertising, but it’s also a comment on where we should be concentrating our marketing efforts.  David Ogilvy understood something that most marketing professionals rely on – women make the spending decisions.  In fact, regardless of whom they travel with, who pays for the trip, or where they go, women make 80% of all travel decisions.  And that’s not all.  Women are traveling more than ever before.  They make up 75% of all cultural, adventure, and nature trips.

Regardless of whom they travel with, who pays for the trip, or where they go, women make 80% of all travel decisions.

And don’t think the industry hasn’t taken notice.  The number of women-only travel companies has increased 230% over the last 6 years.  They are all vying for a piece of the female travel market with 67 million participants and an annual market potential that can exceed 19 trillion dollars.  (Yes, that’s trillion)  Simply put, women make up a very large and very influential segment of YOUR market.  If you want to take advantage of that, your marketing needs to appeal to women.

Toward that end we’ve compiled the following 8 exceptional strategies for improving your inn’s marketing message to women.

1.  Quality counts.  Women are busier and under more pressure than ever before.  Add to that, the fact that women are being bombarded with endless marketing messages, and what you have is a consumer that has neither the time nor the patience for any extraneous fluff.  Your marketing message (and YES, that does include your website) should be clean, to the point, and should showcase the quality of your inn.  Of course you will choose to try different approaches in your marketing but whatever approach you choose – be sure to do it well.

2.  Create an emotional connection.  It’s no secret that women function on a more emotional level.  Find a way to connect on an emotional level and you stand a better chance of catching her attention.  How do you accomplish this?  Begin by understanding your audience.  Remember she is often a self-imposed “super woman” who juggles a complex work, family, and social life along with countless other responsibilities.  Yes, she needs to get away, but she also needs to do it without any guilt or fear that it will interfere with her other responsibilities.  Your marketing effort needs to reflect the strengths of your inn while offering real solutions to her emotional needs.  However you frame the message remember that “emotional connection” doesn’t equal “fluff”. (See exceptional strategy #1)

3.  Show your altruistic side.  New studies are showing that good feelings aren’t the only results of charitable giving these days.  According to the new “Groundsbreakers” report by the Ernst and Young, women reinvest 90 percent of their income back into their families and communities.  Compare that with men who only reinvest 30 to 40 percent, and it’s clear that women care about spending money with companies that share their values and/or give back in the same way they do.  Find new and creative ways to give back to your community and then make sure your marketing messages are highlighting your inn’s charitable acts.  Before you know it you’ll be increasing your female market and making a difference, all in one fell swoop.

4.  Talk their language.  Sadly, copy is an area where many good marketing messages fail.  If a potential customer is reading your copy it means they already have more than a passing interest in your message.  To then lose a potential client because of bad copy is a shame.  One of the biggest mistakes you can make is to have someone write copy for a group they don’t understand.  If your target market is a woman then have a woman do your copy. If your target is couples then write the copy as a couple or have a couple write/edit your copy.  Men and women communicate differently and those differences need to be reflected in your marketing copy.

5.  Not all women are created equal.  Don’t fall into the trap of marketing to a female stereotype.  Your marketing efforts will suffer.  The easiest way to know what women want? Ask them. Whether it’s on your website or at your inn, when you create a system that allows you to collect feedback from your customers you’ll always be ahead of the game.  Your next step is to evaluate the feedback and really listen to what your clients are telling you.  Is that family recipe not quite the hit you thought it was?   Then get rid of it.  Don’t let your ego override what your customers are telling you they want and need from you.

6.  Try the “Un-market” Approach.  Instead of creating a marketing campaign full of promises and hype try simply telling your customers what your product does and why it’s worth buying.  Value your customers and take their concerns seriously. Answer all emails personally and promptly.  Take a hands-on approach to meeting their needs. Standing behind your bed and breakfast 100% is one of the best marketing strategies you can supply.

 7.  Complement her life, don’t complicate it.  Women are some of the busiest people on the planet, and they (like all of us) are bombarded with endless marketing messages. Breaking through that kind of clutter takes more than a strong message, it takes action.  To make sure your message gets through be sure your marketing message is promoting “benefits” and not “features”.  For example, your inn may offer personal massages for your guests. (That’s a feature)  But what’s the benefit?  Relaxation, increased health, a chance to bond with friends, a more enjoyable experience – these are all benefits.  When you find ways to highlight the benefits of your inn your marketing efforts will be more effective.

 8.  Don’t forget the little things.   Women love and, more importantly, notice the little things.  Find ways to exceed expectations before, during, and after your guests stay with you.  Send a personalized reservation confirmation with directions and a map to your inn.  Highlight local sites and attractions that may interest your guests.  One simple thing you can do is to begin to track guest preferences.  Is she a business owner desperate to find a copy of the New York Times in Reading, Pennsylvania?  Next time she books with you have the Times waiting for her when she arrives.  Do you send birthday or anniversary greetings to your guests?  If not… why not?  Take advantage of any excuse to touch base with your customers.

The female travel market is large and only growing.  Especially in this economy it’s important to have an edge in every aspect of your business.  By putting a little thought into your marketing message you can introduce a growing number of female travelers to all the wonderful things your inn has to offer and help your bottom line all at the same time.

Cheers,

Rob

Charities Are Struggling

08 Thursday Dec 2011

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While we’re grateful for every donation we still continue to struggle each month to find the money we need to pay the light bill.

During the holiday season we naturally turn our thoughts to the needs of those less fortunate.  I recently reconnected with a friend who got me thinking about the struggles charitable organizations have had these last several years.  My friend, Brent Crane, is the Executive Director for The Food & Care Coalition – a wonderful organization that works tirelessly toward achieving the goal of permanently eliminating poverty.  Like other charities The Food & Care Coalition has had to adjust to the drop in cash donations.  Brent explained that while his organization receives an abundance of offers from people willing to donate their time the downturn in the economy has caused sharp declines in monetary donations.

“In fact,” he stated, “we receive 85 to 100 calls each day from people offering their time and services.  While we’re grateful for every donation we still continue to struggle each month to find the money we need to pay the light bill.”

Which is a shame because the Food & Care Coalition is a great organization.  Local church leaders, city leaders, and community members started the program in 1986 as part of a grassroots effort.  Brent became involved as a student intern in the spring of 1989 and under his leadership the Food & Care Coalition has provided assistance for countless families stricken by poverty.  The facility has an onsite, volunteer-based dental facility and barbershop.  Through collaborating with a local mental health facility the Food & Care Coalition can even offer their clients professional onsite mental health services.

Brent explained, “Clients and volunteers feel good when they see the service they’re doing being returned in kind.

Perhaps the most impressive thing was their overall philosophy of balancing compassion with personal accountability.  Brent explained that one of their main goals is to root out the entitlement mentality for those people they serve.  When individuals take advantage of the services provided by the Food & Care Coalition, they are required to perform service themselves.

But Brent’s organization is not the only one affected by the economy.  Local and national charities around the country are being affected by the economic downturn.  In fact two new surveys suggest that the challenges faced by charities aren’t about to end any time soon.  One recent survey indicated that nearly 60% of all nonprofit organizations saw no increase or saw a decrease in donations for 2011.  Another finding indicates that nearly 20% of donors plan on decreasing their donations in the upcoming year.

But the news isn’t all bad.  There are things that you can do to get involved with your local community charities.  By following these 5 simple steps you can begin to make a difference:

  1. Take the time to research your local charities.  All charities are not created equal.  Find one worth your efforts.
  2. Find an organization that holds a special connection for you.  An individual connection will make your donations much more personal.
  3. Take the time to build relationships with the organization leaders and volunteers.  The heart and soul of your local charitable organization is its people.
  4. Work with charity leaders to find creative, helpful ways that you can assist.   Be sure to find out what they need before donating.  These organizations always have needs and often they’re fairly specific.
  5. Make a monetary donation to your local charity.  There is no substitute for cash.  These organizations need funds to keep their doors open and fund raising is always a priority.

One example of a company that’s making a difference is Reservation Nexus.  They provide reservation management and online booking software for inns, boutique hotels and bed and breakfasts.  Through all of December and January Reservation Nexus is donating $50 to the Food & Care Coalition for every business that simply tries their product for 30 days.

I suppose what it really comes down to is serving others.  Christianity calls it the golden rule.  Buddhism calls it karma.  Hinduism calls it the law of cause and effect.  The Koran teaches that blessing flow back to you from being service minded.  In every major religion or philosophy you find the idea that if you want to receive abundance and happiness you must first give it.  Simply put… what goes around, comes around.

So during this holiday season, and in that same spirit of giving, our wish for you is that you find abundance in your lives through the act of giving.  Happy holidays everyone!

Product Review: iHome iD37 Alarm Clock Radio

06 Tuesday Dec 2011

Posted by in Product Reviews

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One of our main goals at Suite Exchange is to provide bed and breakfast owners with a fresh approach to innkeeping.  One way we accomplish that is by arming you with information about products that you could (or should) be using in your bed and breakfast.  Having said that, something often overlooked by innkeepers are alarm clocks.  If a guest oversleeps because an alarm was set incorrectly, at best you have an upset guest who is now emotionally connecting this experience with your bed & breakfast.  Worst-case scenario?  The guest blames you and will spend the next several years relating the experience at every dinner party he ever attends.  In order to avoid being the negative topic of discussion at dinner parties, and to complete the “bed” part of your “bed and breakfast” responsibilities, you need to make sure you provide the tools necessary to ensure your guests are getting up and out on time.

So which clock do you choose?  Of course things like design and price will be a factor, but I would suggest there are two considerations that trump when looking for acceptable time pieces for your bed and breakfast:  ease of use and device compatibility.  Here’s why.  First, although design and price are important you need to consider its primary function… waking up your guests.  In order to complete that task it’s necessary for the clock to be set correctly.  To ensure that it’s set correctly you have to plan for the weakest link, which in this case is a guest with zero technology experience.  The solution is to either assist your guests with setting their alarms or find a clock that is easy to use.

The second consideration is device compatibility.  You may have noticed that your guests are travelling with a lot more electronic devices then they were even 5 years ago.  Today it’s unusual to see someone traveling without a portable electronic device like an iPhone, iPad or Android.  As a result, many perceptive innkeepers have begun to design their rooms to accommodate the charging and use of these devices – and guests are responding positively.

Which brings us to this week’s review.  Recently I had the chance to take the iHome iD37 clock radio for a test drive.  It retails for $99 on the iHome website though a simple Google search showed the same clock retailing for as low as $70 at several online stores.  The iHome is best known for audio devices designed for use with Apple products like the iPhone, iPad and iPod.  It features the ability to wake to the standard alarm, FM radio or whatever compatible device you have connected to it.

 

Here are some of its features:

  • Compatible with the iPod touch 1st GEN – 4th GEN, iPhone, iPhone 3G, 3GS & 4 and the iPad & iPad 2.
  • Wake to ipod, iphone, ipad, custom playlist, alarm tones or FM radio (There is no AM radio)
  • Programmable snooze time (between 1 and 29 minutes)
  • Gradual wake, gradual sleep
  • “Flexible dock” means no changing dock configurations for different devices
  • 8 different dimmer settings
  • 6 Radio presets
  • Basic EQ controls
  • “Time Sync” (instantly sets clock to iPhone or iPod time)
  • Aux in jack
  • “Sure Alarm” battery backup
  • USB charging port
  • Universal 100-240V AC adaptor
  • Dimensions: 7.52″ W x 9.84″ H x 5.7″ D, Weight: 1.98

As I’ve discovered it’s often the smallest details that can make or break something (especially when you’re trying to re-invent a classic like the wheel, or say… the clock radio) and the iHome iD37 is no exception.  The iD37 had several wins.  One of the first things I noticed was that my iPhone sat solidly in the cradle.  I’ve owned and used several different models of iHome and one complaint I’ve always had is that devices can sometimes feel insecure in the cradle.  The solid feel of my iPhone in the device was a nice change.

It also has a nice feature called “Time Sync” which allows you to sync the iHome clock with the time on your iPod, iPhone or iPad with the press of a button.  Other features include a programmable snooze, 6 radio presets, 8 different dimmer settings and 1 USB charging port that allows you to charge any other USB enabled device.  I found that the clock speed varies (speeds up) when you’re changing the time or setting the alarm.  That’s one of those small things that can really make a big difference in a product.  Definitely a win.  But it only speeds up enough to go from being extremely annoying to only mildly annoying.  The way I see it that’s a fail on principle alone.  I also discovered that by holding down the forward button the radio seeks forward to the next station.  Win.  But they didn’t include a “scan” feature.  Really?  Fail.

Unfortunately, the iD37′s last fail is also its biggest.  I can overlook the fact that it’s boxy and ugly.  I can even forgive its name.  In fact, I gave the iD37 the benefit of the doubt when I couldn’t figure out how to set the alarm.  But I did a little proof of concept. I set the alarm and put it in our head tech guy’s desk and had it go off with him present. I knew there was a problem when I watched our head tech guy (i.e. one of the smartest guys I know) scratch his head because he couldn’t figure out how to turn the alarm off. That was a fun day for me but it brought home that the alarm is the bottom line and if that fails, the product fails. Its an alarm clock, right? Even though the iD37 wins in several areas, if your guests can’t figure out how to set the alarm – or how to turn it off once it is set – it’ll just end up being more headache than it’s worth.

If every guest had an Apple device iHome products would work fairly well for bed and breakfast’s, inns and hotels.  Unfortunately not all guests have iPhones and iPads and there will be guests who have trouble setting the alarm clock.  So for now we’ll keep looking for a better solution. Please email me at articles@suiteexchange.com if you have found one you really like. So far we haven’t found one that meets all our criteria and that we can recommend with gusto.

As always, we will continue to search for the perfect products for your bed and breakfast.  In the meantime, all of us here at Suite Exchange would like to wish you all a happy and safe holiday season!

Cheers all,

Rob Keone

Link to iHome iD37 website:
https://www.ihomeaudio.com/id37GZC/

Keyboard Shortcuts for Innkeepers

18 Friday Nov 2011

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At my first job out of college one of my bosses, Dave Callaway, could type 160 words per minute (WPM)! He also had a very noisy keyboard. You could hear some amazing noise from his office. His fingers would fly across his keyboard. That company was eventually purchased by Novell and it was fun to see many computer engineers at Novell be blown away by how fast he could type and how much work he could get done.

All of us work on computers now. From email to blogging to recording phone reservations to analyzing reports to generating newsletters, computers are part of our day and our business. Katherin Costabel at Adobe & Pines Inn said it best: “I got all the way through college without touching a computer so here I am trying to run a bed and breakfast and computers are slammed in my face.”

I was blessed at the beginning of my career to be able to be instructed in keyboard shortcuts. It’s allowed me to get more done in less time. Below are some of the tips and tricks I learned from Dave Callaway:

KEYBOARD SHORTCUT THEORY

The more efficient we are on a computer, the more productive we become. Faster means we can get more done in a smaller amount of time. Someone who types 120 WPM can do many times the work of someone who types 40 WPM. If we can improve our speed on a computer, we can do more on and away from the computer.

I got all the way through college without touching a computer so here I am trying to run a bed and breakfast and computers are slammed in my face.

Like anything worthwhile it takes practice and commitment to improve computer speed and skill. Everyone can improve, though. Avoid negative thinking that it’s “too hard” or “impossible”. At the start breaking old habits may slow you down for a day or two but gradually you will get faster and faster.

THE FUNDAMENTALS

Use the mouse only when you have to:

Example: You use web-based guest management software. You are recording a phone reservation and are entering the guest’s information. Instead of using the mouse to click the next field each time, you use TAB to do so.

Keyboard shortcuts are faster than mouse clicks. Shifting and moving a mouse can be outdone but several taps on the keyboard ivory. Keyboard shortcuts can vary from PC to Mac but most are very similar. Click on the PC and Mac links for a full list of shortcuts. Experiment with them and think of good uses for them. Memorize them.

Some things are faster with a keyboard and some are faster with a mouse. Be observant and you will learn over time. Some things like Photoshop are mouse intensive.

Faster with a keyboard:- Highlighting a few words for copying and pasting.- Copy and pasting

- Tabbing to the next field you are filling in.

- Switching between browser tabs.

- Switching between applications.

- Hiding all open programs.

 Faster with a mouse:- Highlighting large amounts of text or objects for copying and   pasting.- Going to a field that is farther down on the screen.

- There is no keyboard shortcut and you have to use a mouse.

Learn to copy, cut and paste:

Example: So many people right click on their mouse, select “Copy”, click on where the text should go, then right click on their mouse, select “Paste”. It is much faster to press CTRL + C, click on where the text should go (or use the keyboard if where you are pasting isn’t far from where you presently are at) and then CTRL + V.

Use the following keyboard shortcuts to cut, copy and paste.

CTRL + C: Copy
CTRL + V: Paste
CTRL + X: Cut   (Cut deletes the text from its present location once it is moved to the new location)

Our keyboards are laid out so that the most common letters are closer to reach. Same with some keyboard shortcuts. Notice that Cut, Copy and Paste are next to each other?

Exercise 1:

This is a paragraph that I’d like to change around. This sentence should really be the last sentence. This sentence should really be the first sentence.

1) Copy and paste the above paragraph so you have a second copy of it.

2) Cut and paste the sentences such that they are in the right order.

Learn to undo:

One of my favorite keyboard shortcuts is Undo. You hold down CTRL + Z. Each time you do it, you undo one step more.

Exercise 2:

1) Type the following: “One Two Three Four Five Six”.

6) Hit undo (CTRL + Z) until only “One” remains.

Use the delete and backspace key for their intended purpose:

I watched someone the other day. While writing a memo he was deleting words using the backspace key in order to insert a word in front of the deleted word. It’s best to use the mouse or keyboard moves to position the cursor where the new word should go instead of retyping content.

Keyboard moves for dancing around the page:

Keyboard masters use the following to fly around text when writing and editing.

CTRL + Arrow Key:           Allows you to skip over words.
SHIFT + Arrow Key:         Highlights words.
HOME:                                 Takes you to the start of the sentence.
END:                                      Takes you to the end of the sentence.
PAGE UP:                            Move the cursor up one page.
PAGE DOWN:                    Move the cursor down one page.

SHIFT + HOME:                  Highlights all words to the start of the sentence.
SHIFT + END:                      Highlights all words to the end of the sentence.
CTRL + HOME:                   Go to the start of the document.
CTRL + END:                        Go to the end of the document.
CTRL + SHIFT + Left or Right Arrow:          Select one word at a time.
CTRL + SHIFT + Up or Down Arrow:          Select a line at a time.
CTRL + SHIFT + END:                        Select the words from the cursor to the end.
CTRL + SHIFT + HOME:                   Select the words from the cursor to the top.

Exercise 3:

Copy and paste this paragraph to Word. Place you cursor at the start of this sentence. Use CTRL

Browser shortcuts:

CTRL + F4:                            Closes the current tab.
CTRL + Number:                               If you have three websites up in different tabs in your browser, you can like lightning shift between them using CTRL + 1 (first tab), CTRL + 2 (second tab) or CTRL + 3 (third tab).
ALT + D:                                Takes you to the address or URL box.
F5                                           Refresh the page.
CTRL + F5                             Hard refresh which will reload even the pictures.
SPACE                                   View the next page down.
CTRL + “+”                           Font size is one larger.
CTRL + “-”                            Font size is one smaller.
CTRL + 0                               Returns the font size to the default size.

When working with web pages most often you use the mouse to highlight content, then keyboard shortcuts to copy and paste it to another web page or document. If copying between web pages use CTRL + number to do so quickly.

Core Windows shortcuts:

ALT + F4:                              Closes the current application.
ALT + TAB:                           Switches to the next application.
Windows Key:                   Displays the start menu.
Windows Key + M:          Hides all applications.
Windows Key + E:            Opens the file explorer.

Common Application shortcuts:

CTRL + F:                              Brings up the find box.
CTRL + H:                             Brings up the find and replace box.
CTRL + B:                              Bold text.
CTRL + I:                               Italic.
CTRL + U:                             Underline.
CTRL + P:                              Print.

From Last to First on TripAdvisor

05 Wednesday Oct 2011

Posted by in Operations

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My wife and I recently took a trip to Maine. The seafood is amazing, we learned about lobster farming and had a great time visiting some of our clients in the area. As we visit our amazing innkeepers, with camera equipment in hand, we offer to take room pictures. I really enjoy these moments to meet some of our family of innkeepers in person and on location. Working with thousands of inns, it’s fun sharing ideas and comparing notes and trends.

Within one year Parsons Post House went from last on Trip Advisor (37th place) to first place

We had a wonderful visit at Parsons Post House in Ogunquit, Maine. During the photo shoot I really became impressed with Frank and Molly, the owners of Parsons. They had recently, almost on a whim, purchased the property while looking to buy a residence in Ogunquit. Both are entrepreneurs and leaders in their respective fields. They felt they could turn around the inn. The inn was outdated and ranked last in Ogunquit but it had potential. The location was right downtown with a view of the sea. But there are also 30+ other inns in Ogunquit, Maine so vying for business can be challenging.

They told us that within one year Parsons Post House went from last on Trip Advisor (37th place) to first place. This peaked my interest and it was easy to see how they had experienced so much success in just one season. While there are many things that Frank and Holly do very well, here are three things that stood out to me during my visit:

Inns have to be constantly refreshed

Over time even with all the repairing and replacing that is constantly done, inns often get stuck in an era. You can either embrace that era or update to the latest trend, but both still have to be “refreshed”. Refreshed means making your inn, or a room, or part of your inn feel like new again. It’s the new house smell and feeling.

A "refreshed" room at Parsons Post House

A "refreshed" room at Parsons Post House

As new owners Frank and Holly had every surface repainted, installed new carpets and redecorated the rooms with new beds and amenities. Parsons Post House now looks brand new inside and out. Some of the bathrooms still need to be renovated, as cash flow permits, but this lets you see a glimpse of the past. Instead of being a negative guests cheer them on for the amazing work that has been done.

One of the areas they wanted to “refresh” during the remodel was in improving the experience for “tech” travelers. In all their rooms they placed a central outlet where four devices can be plugged in. That saves guests from having to search, find, crawl under and plug into multiple outlets. This may even help with how many chargers are left behind.

Refreshing needs to be a continual process. During bad economic times refreshing can feel near impossible without getting a loan. Do what you can no matter how small. When money is short, more time and more elbow grease works pretty good.

In good times it’s extremely important to put money away for future improvements and for bad times. It’s easy to get sucked into expanding while neglecting refreshing. When the refresh/safety account is comfortably full, feel free to add more rooms.

Sincere positive energy is contagious

I don’t know what type of visitor dropped by the Parsons Post House but Frank greeted her like a long lost friend. I couldn’t tell if she had ever stayed at Parsons, was dropping by to see if she’d like to stay at a future date or was a door-to-door saleswoman. It didn’t matter to Frank. That’s how it should be.

Sincere positive energy is contagious. That visitor left with a smile, had a memorable experience and felt at ease. While there can be awkward moments, it’s the job of the business to put clients and potential clients at ease; not the other way around. Every interaction is a branding, sales and marketing opportunity.

While some guests just want to left alone, an energetic welcome in passing goes a long way. It often changes their whole perception of their stay. It could determine whether they return again in the future. Judge who is social and who is not and treat them accordingly but treat all with enthusiasm. If that’s not you, hire someone who has better natural energy.

Ironically, after Parsons my wife and I visited a neighboring bed and breakfast. Our nine year old daughter (who was not with us) has an American Doll with the same name as the inn. We took a picture of the sign and stopped in to meet the innkeeper and to learn more about the history of the inn. The innkeeper wasn’t around. The front desk worker was cordial but disengaged.

A lack of energy is also contagious but with none of the benefits. She took no interest in us and didn’t offer any insight about the bed and breakfast as we asked about the history and amenities. As we walked out the guests on the porch were wonderfully friendly and we learned about the inn through them. That’s backwards.

Automated Thank You E-mails

When Holly and Frank had purchased their inn they researched reservation systems and selected Reservation Nexus. During their initial setup their Red Carpet Professional at Reservation Nexus had created and enabled automatic thank you and welcome e-mails for them. These emails go out a few days before or after welcoming and thanking guests automatically and seamlessly.

In the automatic thank you e-mail we had included a link to rate Parsons Post House on TripAdvisor.com. This had been going out all year and where previously the number of reviews had been low and the number of positive reviews had been sparse, a flood of new positive reviews had come in. Parsons leaped from last to first in just one season on Trip Advisor.

By refreshing their inn, by treating their guests like family and by implementing automatic thank you e-mails, Frank and Holly hit a grand slam home run!

In Review

It’s important to offer a complete experience where the accommodations are continually refreshed and where guests are greeted with energy and enthusiasm. Merging the product (the property), with the person touch (you and your staff), with modern technology (reservation software) is not only extremely powerful, but needed to stay competitive and in business.

Parsons Post House

If you can’t afford to do much refreshing at this time, do what little you can. Always make sure you have great energy with your guests and with potential guests. Embrace technology that extends your personal touch like automatic thank you e-mails.

Guests stay at bed and breakfasts and inns for the experience. Let’s make it an wonderful memorable one like Frank and Holly.

Shoestring Marketing

28 Wednesday Sep 2011

Posted by in Marketing

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The business world seems to be moving fast-forward at a frenetic pace. Even those on top of their corporate A-game tend to find themselves a step behind from time to time. And therein lies the deviousness of the trade industry. How can one perpetually beat the odds and come out on top?

Starting a bed and breakfast may seem overwhelming for a variety of reasons. For some, it may be the daunting idea that they will be forced into preparing lavish breakfasts several times a week for picky guests. For others, it might be the continual upkeep and renovating of an immaculate accommodation. However, one contributing factor bound to cause some stress (that is all too often entirely overlooked) is marketing. This oft disregarded and forgotten aspect is nonetheless  a crucial one. Keep it in mind when starting up your bed and breakfast. It doesn’t matter how well you can whip up a Quiche Lorraine for breakfast if you don’t have any guests to serve it to.

Somehow, you’ve got to entice people to check out your inn. What will draw them in? What will bring about repeat guests? How is your inn better than the one down the street? These are the questions you should be asking yourself. The dilemma, therein, lies with seeking valid answers.

It’s probably a fair assumption that the vast majority of burgeoning bed and breakfast owners don’t have ample funding to slapdashingly throw down on advertising. So instead, clever, frugal marketing becomes vital.

Even if you have a shoestring budget of say, $100, you can definitely go places in getting your inn recognized. While you don’t have the luxury of shelling out money on expensive ad campaigns, phonebook advertisements, and expensive mailings, you can still market wisely. You’ll have to be smarter and cleverer than the competition, but for the resolute, that’s not really even a problem. While other inns may hide behind their stiff marketing plans, you have the adaptability and capability to make yours specifically your own. That means, however, that you have no choice but to find resourceful, economical, impactful ways of becoming visible and attracting guests.

Your marketing plan should be simple, but efficient.

For starters, you need to identify a target audience. A target audience is a specified group of people at whom you will market your key message—an idea that will reverberate with your audience. Include with this message a simple, powerful hook that should be succinct but memorable. From there, create a piece of marketing collateral that will attract prospects and thereby distinguish you from the competition. Get visible in the market—the old fashioned way. Go out and around. Show up to city council meetings, church gatherings, and community festivities. Introduce yourself to others and, more importantly, associate yourself and your cheerful demeanor with your bed and breakfast. This will stick with those whom you meet. Lastly, become one with the concept of “follow-ups.” Follow-ups are an oft-detested, yet crucial piece of marketing.

Introduce yourself to others and, more importantly, associate yourself and your cheerful demeanor with your bed and breakfast.

It’s normal for people to forget about what you tell them. Many will disregard it (even if they find it interesting) because of hectic schedules. Eventually, if you aren’t willing to follow-up, the work you did in garnering attention to your inn will be put on the back burner of most people’s minds. Your job is to bring it to the front. Follow up calls, cards, and emails can go a long way in victorious marketing.

Go Ahead…Judge This Book by Its Cover

02 Friday Sep 2011

Posted by in Operations

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Even though most of us are taught from a young age not to “judge a book by its cover,” the unfortunate fact of the matter is that we do. We make rash assumptions about not only books, but people, situations, and locations simply by their outward appearances. Especially in the hospitality industry, one that focuses so intensely on looks there is an intrinsic value in ensuring that outward manifestation of your bed and breakfast matches the comfortable ambience within.

It’s quite obvious that nobody intends on driving up to a bed and breakfast anticipating a relaxing weekend getaway and instead being met with a yellowing lawn, cracked driveway overrun with weeds, and doorstep littered with debris and dead leaves. Grounds keeping is an absolutely essential facet of a successful bed and breakfast.

The state of landscaping on your property will reflect a significant message to guests. To them, the exterior is a reflection of the interior. In order to maintain your property’s curb appeal, you must readily involve yourself in consistent run-throughs of your inn’s external appearance.

In fact, head outside right this very moment. Take a brisk walk around your property and observe it from a variety of angles, taking special consideration in analyzing the bed and breakfast’s appearance from the road. Remove any hypothetical blinders you may be wearing. View your inn as a brand new guest might. Anything that catches your eye will most likely catch theirs, as well.

Ready? Go do it.

…..

Okay, so assuming you’ve just returned from a preliminary examination of your property’s exterior, we’ll proceed. Here are a few ideas that you now should mull over, considering you’ve just better acquainted yourself with the outer surface of the bed and breakfast.

Dispose of anything that is broken and irreparable. Fix anything that is broken but salvageable – and until it’s fixed, keep it out of sight in a shed or similar “hiding place.” Confirm that porch light bulbs and other outdoor light fixtures are properly working. Add a splash of paint to recoat faded shutters for a fresh, welcoming look.

Make certain that bushes, trees, and lawns are precisely trimmed. Overgrown shrubs can give your landscape a deserted, neglected look. If your inn uses a sprinkler system, ensure that it’s properly installed to distribute water equally to all parts of the lawn so that there aren’t any unsightly yellowed patches of grass interspersed with the green stuff.

Invest in a good weed killer and use it regularly to keep fast-growing weeds at bay. Having a professional service come to spray pesticides throughout your lawn is a good idea, as well.

Enhance your outdoor space by providing al fresco options for your guests: a patio table and chairs for dining, a swing set in a strategic spot perfect for watching sunsets, a tire swing for children, a manicured garden path for romantic strolls, a Jacuzzi for soaking, etc. The outside of your bed and breakfast should provide as many experiences for the guest as the inside.

There’s no need to have a green thumb to add zest to the property. Rather, a determination to bring overall aesthetics to your inn is all that’s required. Act upon your determination and before long, you will have immaculate curb appeal perfectly suited to match the rest of your bed and breakfast!

Top of the Mornin’ to your Guests!

02 Friday Sep 2011

Posted by in Hot Topics, Recipes

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The concept of coalescing beds and breakfasts together into one relaxing, rejuvenating, revivifying getaway has existed for centuries. As the bed and breakfast trade expands and flourishes, such inns are becoming more and more experience-oriented. That is to say, guests are opting to stay at a bed and breakfast not just to have a place to sleep and eat, but rather to experience a whole-new way of travel and lodging. More and more travelers are discovering the delights associated with staying at a small, quaint inn rather than generic hotel chains. And as more travelers choose to follow this less-worn path, innkeepers are discovering they must work ever harder and smarter to create an experience that will leave a memorable, positive impact on their clientele.

One of the most promising ways of ensuring such success is through the breakfast you choose to serve guests. This is how you can run a bed and breakfast with confidence and achievement.

Concocting a tantalizing, appetizing, and oh-so scrumptious array of breakfast items doesn’t necessarily have to be a daunting chore you are forced to face each morning. As you familiarize yourself with the process and become ever more adept at whipping up your own special morning meal creations, in no time you will gain a reputation for serving a bang-up breakfast!

Here a few cues to keep in mind when planning what you want to serve to your guests that they’ll find unforgettable.

Bed and breakfast frequenters care a lot about the quality of their meals. In fact, a survey conducted by the Tourism Board of Australia discovered that one of the most appealing attributes of a bed and breakfast is that its meals are served and prepared in a home style manner. This can be both daunting and reassuring. In some regards, it can be worrisome to realize guests want something home cooked, meaning you can’t serve up frozen waffles, instant oatmeal, and store-bought hash browns. Discerning travelers will be quick to catch on if you insist on taking such shortcuts. In other regards though, it’s a relief to know that guests won’t be expecting lavish dishes worthy of a five-star Parisian restaurant.

Stick with tried-and-true family recipes. Or, if you’re just starting a bed and breakfast, call up your Great Aunt Peggy or the guy down the street who is known for making a certain specialty. Ask for the recipe. People are generally more than willing to divulge such secrets. Also, watch them a time or two as they prepare said dish. Take notes.

Fresh ingredients are a huge perk for guests. Utilize them. Gather ingredients native to your region. If you’re in Hawaii, a freshly picked pineapple from your backyard will definitely impress a guest. If you’re in Alaska, a slice of fresh smoked salmon with a dollop of Dijon mustard on top would be stunning (and a great source of protein), Idaho innkeepers could use a couple sturdy russets to fry up some smoky hash browns, the list goes on and on. Remember, keep it fresh, keep it local, and keep it simple.

Variety is also a key ingredient to hosting a successful breakfast. Just because one person may love eggs benedict and hollandaise sauce doesn’t mean everyone will. There’s no need to go overboard, but make sure there are multiple options to appease all taste palates. Furthermore, allow yourself the flexibility to work with various food allergies and dietary restrictions. Have a stockpile of alternate recipes that are vegan, kosher, or gluten-free friendly.

Lastly, don’t forget the little things. Don’t allow yourself to get so wrapped up in what you’ve got going on in the kitchen that you forget about presentation. The success of a meal stretches beyond just the food served. Include ambience. Have an appropriate table setting to match the theme of the meal. Fresh flowers, a clean tablecloth, salt and pepper, cream and sugar, a morning newspaper, etc. all combine together to give guests a memorable breakfast experience. Make sure the area is suitable for conversing and socializing so guests can mingle with one another over a hearty breakfast. And be sure they have options. Some might opt to eat in the dining room, others may want to take their breakfast out on the patio and enjoy the crisp morning air, others might not be “morning people” and would rather have their meal delivered to their room for a languid breakfast-in-bed.

Following such steps will not only save you time and stress, but it will satisfy and satiate your guests. It’s a win/win situation for all parties involved!

Beyond the Fence

02 Friday Sep 2011

Posted by in Marketing, Operations

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People each have their own reasons for opting to stay at a bed and breakfast. While such reasoning can vary significantly from person to person, there are usually a few standard assumptions that can be made about the bed and breakfast crowd. They like to travel off the beaten path. They like smaller, more intimate accommodations. They want more than just a bed to sleep on and a breakfast to wake up to. They are usually in it for the total experience. They want to have a memorable getaway.

A bed and breakfast, in and of itself, can only offer so much. Sure, you can give your guest a California King bed with a down comforter and a five-course breakfast in the morning. However, that’s not always enough. There has to be appeal beyond the confines of your bed and breakfast. A great way of bringing in potential guests is through publicizing and popularizing some of the nearby attractions.

For those still in the early stages of starting a bed and breakfast, keep in mind that the allure of your inn must extend past your own property. A bed and breakfast is much more apt to thrive in a location boasting attention-grabbing and distinctive sites. This doesn’t necessarily mean you must relocate to a popular tourist trap. However, there must be something special about the place that you can use to draw in visitors.

If your location is in a rural setting, do some checking around. Ask locals what they do for leisure nearby. In addition to their suggestions, do some exploratory scouting of your own. Check out the lakes and rivers for winning fishing spots. Take a trek or two along nearby trails. Don’t stop there. Go beyond this simple research to personally craft your findings into activities with a distinctly unique flavor that guests can’t provide for themselves. Think of small, inimitable things: scoping out a picturesque spot to watch a sunset, organizing a horseback ride through a scenic expanse of countryside, providing binoculars and a guidebook for amateur birdwatchers, etc. Such initiatives will likely result in the building of priceless memories for guests – something they’ll never forget and will always associate with your inn. These types of small (but unforgettable) experiences distinguish your bed and breakfast from others.

Now, if you are thinking of going with a location that’s a bit more cosmopolitan and a bit less rustic in nature, the basic concept of finding things to do will stay the same. Talk with those who’ve been around for a while. Get their input. Do your own exploring. If you’re in a big city, pay special attention to learning the finer nuances of public transportation and then share your acquired knowledge with your guests when they arrive. Pick up some city maps with bus and train routes. You might also consider including a bus pass or metro card with their stay. Travel around to sites of interest in the city and pick up brochures that you can leave at the inn for guests’ perusal.

Consider taking this sort of opportunity to collaborate with some other businesses in providing guests with a package deal. Make inquiries with golf courses, spas, flower shops, and other potential businesses as to their willingness to join forces. Not only will this be beneficial to you and whoever you choose to collaborate with, but it will also assist in providing one-of-a-kind experiences to your guests. In that regard, everybody comes off on top!

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