Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
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Category: How To Market Guides

How to Market a Small, Boutique Hotel; B&B or Guest House in 2019

Gidleigh Park .. perfection on a plateMarketing a Hotel, Guest House or B&B Used to be About Advertising. Today We Have Many Other Effective Methods to Promote B&Bs, Hotels, & Guest Houses That Are Free or Low Cost. Discover How to Market a Hotel, Guest House or B&B

So Think Beyond Ways to Advertise Your Property And Devise an Effective Marketing Strategy That Allows You to Control Spend Whilst Driving Up Guest Numbers and Profit For Any Boutique Hotel, Independent Hotel, Guest House or B&B .

 

Here’s Our Boutique  Hotel / B&B / Guest House Marketing Checklist

(PS They Also Work For The Marketing of Lodges, Lodgings, Inns, Pubs, Hostels, Guesthouses, Gasthaus, Restaurants With Rooms, Auberge, Motels, Boarding Houses, Resorts, Cabins, Taverns, Camps, Roadhouses, Bunkbarns, Retreats, Farm Accommodation, Farmhouse B&B, Yurts, Glamping and all the other words used internationally to say the same thing!)

(more…)

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How to Detect and Solve Web Server Downtime and Website Backups for Non-Techies


how to detect server downtimeWebsites Crash All the Time. But What Will It Cost You if Your Business Website Crashes? Will You Even Know Your Website is Down?

 

Websites are essential to many businesses and if they crash the business can be in serious trouble. Sales, recruitment, enquiries and ultimately profits are at risk. 

But how do you know if your website has crashed. The first you know could be when online orders dry up. It’s not possible to manually visit your site every hours to check it is still working. 

And what can be done to ensure your site doesn’t go down or, if it does, it is up and running again in seconds? 

I’ve seen these problems, first hand, when my clients have experienced them. £multi-million businesses brought to their knees when a website server crashes.  £tens of thousands revenue being lost every day. 

In some cases this has happened on Friday afternoon and no has noticed until Monday morning when they find an empty order in tray. It’s a devastating feeling in the pit of your stomach when you see this.

But it can be avoided in most cases. (more…)

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Using Surveys to Market a Restaurant, Cafe, Conference Centre or Coffee Shop.

 

Surveying dishes over drinksMore About Surveys in the Hospitality Sector

It is quite easy to imagine we know why people choose to be our customers. I’ve heard business owners say it is our homemade cakes or great coffee, or that they have the most extensive wine list in town.

But the reality is that when you ask one simple question …. why did you choose to eat or drink here today … you will get answers that surprise you.

Let me give you an example that is related to the question about why choose a venue.

 Some years ago, a client asked me to help them promote their conference facilities. The facilities were very good, and the business was an international environmental charity. When I asked them why people choose them they told me it was because their conference facilities overlooked a large bird reserve of international renown.

 But I wasn’t convinced.

 

Marketing a Conference Centre

Most of their conference customers were from large companies that had no obvious connections with the environment or birds. So I wondered if the real reason was their geographic location, the fact they were on the edge of a motorway, the proximity of hotels, the catering, the size of the car park or that they could cater for 2-650 people.

I carried out an online advertising campaign. We ran eight ads that were exactly the same except for one line that featured the benefits I had concluded might be the main reason the facilities were chosen.

The ads were run as Google Adwords which meant that Google would show each advert randomly to people searching for conference venues or conference facilities, but the magic part was that each advert would be seen by approximately the same number of people and we could measure the numbers that responded to them and clicked on the advert to discover more.

Over the next couple of days over 1000 people responded (this was an amazingly quick response) and we were able to form a league table of responses. Number one was the ability for the venue to cater for 2-650 people whilst the last in the list was the fact the venue overlooked the bird reserve.

The thing is the charity were focused on conservation and thought everyone thought like them. But events were frequently booked by conference organisers, HR departments or the CEOs PA. These people just wanted a place that could handle the event they had been tasked with organising and they were often based hundreds of miles away, so had no local knowledge or preference. Their interests were totally different to the charities.

 

Of course, some people chose the venue simply because they liked the charity itself.

 

Beware of thinking you know your customers well. They can surprise you. And the answer you got last year may no longer apply.

So ask questions and consider the response carefully. It could change the direction you take your business.

 

 

How to Market a Restaurant, Coffee Shop, Café, Tea Rooms, Pub, Wine Bar and Other Food and Drink Outlets .. The Book  

Restaurant and Coffee shop marketing

With over 36,000 words and many images, my book on marketing is now available. It’s been written so there’s something for virtually every situation. 

You can get it on Amazon at https://www.amazon.co.uk/dp/B079V9KDQ5/

 

 

 

 

 

 

And there are more free restaurant marketing tips at http://www.stefandrew.com/stefan-drew/how-to-market-a-restaurant-cafe-or-coffee-shop.html   

 

We have more Hotel and Guest house Marketing Advice here 

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The Power of Three in Selling

Giving Buyers Options Can Significantly Increase Sales, Ideally We Need To Use The Power of Three

 

Why Use The Power of Three in Selling?

Simple. The number one is dangerous in marketing. Give people one option and they say yes or no. Too often you will get a No answer, especially if someone else is cheaper.

But the number three makes for marketing magic and certain sales. It is a form of Advanced Thinking and a very powerful negotiation tactic. 

 

An Example of How The Power of Three Works

I often get asked to speak at conferences and in-house training days. Last week someone asked me to quote to speak at an event. They also asked others to speak and I guess we are all acceptable to them or they wouldn’t have asked us. So the only deciding factor left from the buyers perspective is price. All other things being equal the cheapest person gets the work. 

So how can you become more certain to get the work? My tactic is to stop the buyer making a straight comparison based on price alone.

In my case I gave them a quote for exactly what they wanted, but then provided two other options.

The second option was the same as option one but included an add on. In this case it was to also run a QA session online. We could do this on the clients website, on Facebook .. anywhere they choose. 

The third option was to offer the basic speaking session as requested plus a webinar. This could be live or recorded. 

Each was priced separately and clearly the options cost more. In some cases the options will cost multiples of the basic option.

 

How Specifically Does The Power of Three Work? 

I do the above quite often, here’s why.

We know one option doesn’t differentiate us and we then compete on price.

Give three options and, even if the buyer sticks with option one, you are seen as being more responsive and more authoritative. 

But it goes further. Few people want to buy the “cheap” option that everyone offers. They don’t want to look cheap. They are most likely to go for the middle option. 

Option three is less likely to be bought, although last week the buyer went straight to it and didn’t discuss the other options with me. 

The thing is with three options you are really offering the equivalent of three different packages where only one was requested. It gives the buyer three chances to say yes, not one. Often they then buy one of the higher price and value packages, that they hadn’t previously considered. And, as in my recent case, they sometimes buy the luxury package they would not have otherwise considered at all. 

The Power of Three works like magic in the majority of cases. It increases both the chance of a sale and the level of sale price.

Try it. You could be surprised how your profits rise. 

 

PS Offering more than three options just confuses buyers. Avoid it in most cases.

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