Hotel Marketing Q&A

I thought I'd start a separate thread on what I'm doing for my hotel service here in Cedar City.

So first up is a question from "Woof".

Q.) What do I charge my advertisers?
A.) I've attached a copy of my pricing and sign-up sheet, but basically I have 4 price ranges - depending how long they want to sign up for.

Q.) Tips for selling the listings
A.) I've attached a pdf of the system I set up to take into a restaurant.

http://innroommarketing.com/Restaura...poff-rev-4.pdf

When I go in, I take the item above, which is a colorful 11x17 laminated "roadmap" so to speak. I use it to just "start at the beginning" and explain what's in the hotels from start to finish.

I also carry in a "ring of cards" (see attached) that I hand to the manager or owner.

The ring of cards consists of one card FROM ALL THE HOTELS.

They will start to flip through the ring of cards as we talk and they get to see and feel EXACTLY what the guest sees in the rooms.

Here is a link to a photo of the "ring of cards"

http://innroommarketing.com/ring-of-cards.jpg

John, thanks for this.
Another question. Or maybe just clarification.

These cards you show on your "ring of cards" are actually in each hotel room?

I love how you have put this together. Gets my mind cranking.
Thank you so much for sharing.

Sorry, if I wasn't clear.

In each room there is only ONE customized card 4x9 laminated card - with THAT hotel's logo on it.

The ring of cards that is pictured has ONE card from all the hotels on it - and that is what I take with me to hand to the restaurant or business manager to hold while I go through my presentation.

Hope it makes sense now.

John Palma

HEY...Johnnie me boy! Great to hear from you.

So.....your "Ring Of Cards" (Cards in EVERY ROOM of hotels).....I've found is a "Waste of Time"!

I started out in the "Reaching Tourists" biz many yars ago....I found that local Hotels did NOT have the SAME TV Channels as their Guests renting rooms in a DIFFERENT TV Channel area. So....Channel 9 in Oregon is NOT the same as Channel 9 in Arkansas or Colorado or whereever.

So....I made up a 6 x 9 Card I called "TV Channel Guide". On the front at top was info about the Hotel they were staying in.....then 3 columns of TV Channels then....at the bottom....an Ad (with Photo) of a Pizza Delivery Co.

And....on backside were 6 Ads.....2 across and 3 down of local biz that wanted to reach TOURISTS!.....STAYING IN THIS HOTEL!

So.....this went well for a few yrs UNTIL.....I wanted to reach a LARGER SHARE OF THE TARGET MARKET!

So....as I've usually done with ALL of my money-making projects (I do NOT look for a "J.O.B".....I Look for OPPORTUNITIES!).....I went over to the most popular Hotel in my town and....grabbed a cup of coffee and a newspaper and sat myself down in an easy chair.....and WATCHED what went on!

As I noticed that Guest after Guest was asking the Clerk......the SAME question; "WHERE DO WE EAT?" or...."CAN YOU SUGGEST ANY LOCAL RESTAURANTS?"

Now.....the folks checiking into THIS hotel;
1) Had Money
2) Had a CellPhone
3) Were HUNGRY (affluent travelers do NOT carry lunch bags with them)

So.....as I watched this for about 2 hours.....an idea struck me: WHAT IF THERE WAS A DISPLAY ON THE COUNTER NEXT TO WHERE THEY WERE CHECKING IN THAT ASKED A QUESTION; "LOOKING FOR A PLACE TO EAT?.....SCAN HERE!...with a picture of a Pizza or Plate of food!

.....and when they finished Registering....THE CLERK WOULD MENTION; "HEY FOLKS! IF YER HUNGRY....SCAN THE DISPLAY TO FIND A RESTAURANT DIRECTORY!

YOU KIDDIN' ME! THEY ALL WHIPPED OUT THEIR MOBILE.....AIMED IT AT MY DISPLAY....SNAPPED A PHOTO AND....WHALA.....UP CAME MY MOBILE WEB DIRECTORY!

Now.....question is; "Will local Restaurants and other biz be willing to PAY.... little ol ME to be ON This Directory?

YOU BETCHER BANNANAS....KEMOSABE!

So.....I began with a display that I showed on the other Thread (FREE Pizza) and when that was PROVEN to get biz for my pizza guy.....I upgraded to including ALL Categories of Cuisine and.....OFFERING AN EXCLUSIVE for THEIR Cuisine Niche!

WHY? Cause I was doing this for ONE Reason.....MONEY!

So.....yes....I could do a "General" Directory showing MANY biz in each category HOWEVER.....I did NOT want to be a "Yellow Pages" type of thingee charging $50 or $60 a month.....I wanted to appeal to the "GREED GLANDS" of biz owners in ANY Category;

ONE "Thai Rest".....ONE "Mexican"....ONE "Gift Shop"....ONE "Realtor".....ONE "Car Wash".....etc

So.....in my Sales Presentations I could work on the EMOTIONS of Biz Owners!

Hey!.....when I tell a italian Restaurant owner that HE.....HIS Restaurant will be the ONLY Italian Restaurant in my Driectory.....ya....sure....when I HIT him with my price (for an exclusive).....they usually go into parapathetic shock.... and I usually have to wait a minute or 2 for them to get their composure AND, when they recover.....and they've had a minute to consider.....their next response is.....WHO DO I MAKE MY CHECK TO!

THIS.....my fine feathered friends who are learning the ins and outs of "HOW TO SELL YER STUFF!"....will someday come to understand that EMOTION..... APPEALING TO EMOTION.....will help you be HIGHLY SUCCESSFUL in anything you do!

ASIDE: Until the Liberals take over our country where everyone is EQUAL.... the MOST POWERFUL EMOTION of......GREED.....is what MOTIVATES!

So.....I've attached a photo of the Front Desk Display I started with (for my Pizza Guy) and.....you can capture this and make something similar.....take a sample to 10 local Hotels/Motels......ask the manager (Pay CLOSE ATTENTION to how I get their Permission!)

"Hi Mr Mgr.....my name is Don Alm.....I have created a Website Directory of local Restaurants, Gift Shops, Attractions etc.....for Tourists/Travelers who would like to find Places to Eat and Shop and Find Local Attractions to enjoy themselves while in town. All they have to do is take out their Mobile Device and Scan the Code....and they can Log Into my Directory!

Now.....this is totally FREE to you and....will show that YOU really care about providing your Guests with the UTMOST Care, Concern & Convenience! So, would YOU have any Objection to my placing this Display on your Front Desk?"

I hope YOU who are reading this SEE what I'm doing.....I am NOT asking for a "YES!".....I'm asking for a "NO!" response....."NO!"....meaning "No Objection"!

Can you see the Psychology here?

Great.....now GO OUT AND DO IT!

Don Alm.....long-time Doer and STILL doin

Loving the discussion here. This forum is really coming to life.

First Don returns and turns up the heat. Then Gordon unveils big plans to ratchet up the bar. Now John is back, and the buzz is building!

John, you wouldn't have any reason to remember my name, but I sure remember you. I've been mostly a lurker ... and have always found your posts to be of high value.

When we get Don, GJA and John sharing ... well, this is like a degree program for the enterprising set.

Ooppps.....I forgot to include a Photo of one of my "TV CHANNEL GUIDES" for Hotel Rooms.

Depending on the Hotel/Motel I usually got $910 from Pizzerias for 13 wks x 7 days a week (91 Days) x $10 a Day $910 payable....$455 on Acceptance and $455 on Proof (B4 installation)

AND.....MOST EVERY PIZZA BIZ STAYED WITH ME FOR A LONG-TIME.

Plus.....on the backside I had other biz of interest to Hotel Room Guests.

Don Alm....enjoy

A few yrs ago I set up a MOBILE Restaurant Directory for a buddy in Princeton NJ.

He had some personal problems and couldn't go forward.....so.....here's the Link to my Mobile Restaurant Listing. The first 2 listings are ready (Amercan & BBQ)

Again.....Restaurants WILL pay a handsome fee if their's is the ONLY listing in their Cuisine Type.

www.mobisiteindex.com/princeton


Don Alm

Thanks for the great sharing from both of you John and Don.

Here's what I'm Learning from Don in his earlier post:

I. - He places his Restaurant Mobile Scan Display Card ONLY at the Hotel's Front Desk and NOT in Every Room. With a Simple Comment Pointing it Out by The Desk Person - It Works Like Gang-Busters and Cuts Down on the Need to have a Display in Every Room.

II. - The ONE Approach: ONE "Thai Rest".....ONE "Mexican"....ONE "Gift Shop"....ONE "Realtor".....ONE "Car Wash".....etc. Don's ONE Approach ACTIVATES the Power of GREED ("I Get the Customers and NOT My Competitor") in the Restaurant Owner and their DESIRE to NOT LOSE OUT on being the ONLY Restaurant of Their Type in the Guide. I see that as PAIN AVOIDANCE. Which Can Drive Closing the Sale Even MORE than a GAIN or BENEFIT Does. AND YOU Get to Charge MORE MONEY per LISTING and Need to Close FEWER Restaurant Owners. (I Think You Could Still Offer Multiple Spots to Non-Restaurant Listings - But That's Just My Opinion.)

III. Don Introduces Himself and Lay's Out the WHAT of the Program to the Hotel Manager and HOW His Guests Benefit in a Few Simple, Clear, and Compelling Sentences.

"Hi Mr Mgr.....my name is Don Alm.....I have created a Website Directory of local Restaurants, Gift Shops, Attractions etc.....for Tourists/Travelers who would like to find Places to Eat and Shop and Find Local Attractions to enjoy themselves while in town. All they have to do is take out their Mobile Device and Scan the Code....and they can Log Into my Directory!"

IV. THEN in a Simple Statement Don Addresses a KEY CONCERN ("totally FREE to you") AND Strokes the Manager's Ego ("...will show that YOU really care...").

"Now.....this is totally FREE to you and....will show that YOU really care about providing your Guests with the UTMOST Care, Concern & Convenience!"

V. And Finally, the "NO OBJECTION" Close Question. You Get PERMISSION to Place the Restaurant Guide in the Hotel - ODDLY - With a "NO" Answer!!

"So, would YOU have any Objection to my placing this Display on your Front Desk?"


Thank You Don.

Believe it or not some hotels want the card in every room, so it isn't a "waste of time" as previously stated.
If the material available is in the room as well as on the front desk then the person who is wondering where to eat doesn't have to go to the front desk to ask.
Sure they are going out the front door anyway, but they may want to decide before they get to the lobby in the comfort of their room.

If you put QR codes on your room cards, or desk flyers or whatever means of communication you employ, be sure to have an alternatives means by which to find your site.
While it's true that almost every smartphone(SP) is capable of scanning a QR code, in practice very few even have one installed. There are a very limited number of SP users that even know what the heck that little square box is.

Less than 20% have an app installed and use it to scan.

Every phone can text and browse the web so a text to get a link option or at the very least a web URL is a must. QR codes alone will eliminate at least 80% of your potential users.
And trust me, people are not going to download a QR reader and learn how to use it just to scan your code.

Originally Posted by JohnP

Thanks for the great sharing from both of you John and Don.

Here's what I'm Learning from Don in his earlier post:

I. - He places his Restaurant Mobile Scan Display Card ONLY at the Hotel's Front Desk and NOT in Every Room. With a Simple Comment Pointing it Out by The Desk Person - It Works Like Gang-Busters and Cuts Down on the Need to have a Display in Every Room.

II. - The ONE Approach: ONE "Thai Rest".....ONE "Mexican"....ONE "Gift Shop"....ONE "Realtor".....ONE "Car Wash".....etc. Don's ONE Approach ACTIVATES the Power of GREED ("I Get the Customers and NOT My Competitor") in the Restaurant Owner and their DESIRE to NOT LOSE OUT on being the ONLY Restaurant of Their Type in the Guide. I see that as PAIN AVOIDANCE. Which Can Drive Closing the Sale Even MORE than a GAIN or BENEFIT Does. AND YOU Get to Charge MORE MONEY per LISTING and Need to Close FEWER Restaurant Owners. (I Think You Could Still Offer Multiple Spots to Non-Restaurant Listings - But That's Just My Opinion.)

III. Don Introduces Himself and Lay's Out the WHAT of the Program to the Hotel Manager and HOW His Guests Benefit in a Few Simple, Clear, and Compelling Sentences.

"Hi Mr Mgr.....my name is Don Alm.....I have created a Website Directory of local Restaurants, Gift Shops, Attractions etc.....for Tourists/Travelers who would like to find Places to Eat and Shop and Find Local Attractions to enjoy themselves while in town. All they have to do is take out their Mobile Device and Scan the Code....and they can Log Into my Directory!"

IV. THEN in a Simple Statement Don Addresses a KEY CONCERN ("totally FREE to you") AND Strokes the Manager's Ego ("...will show that YOU really care...").

"Now.....this is totally FREE to you and....will show that YOU really care about providing your Guests with the UTMOST Care, Concern & Convenience!"

V. And Finally, the "NO OBJECTION" Close Question. You Get PERMISSION to Place the Restaurant Guide in the Hotel - ODDLY - With a "NO" Answer!!

"So, would YOU have any Objection to my placing this Display on your Front Desk?"


Thank You Don.

Once again......give "US" people (me) who create and put together Promo Programs......some "slack" or....some "credit"......for the things YOU bring up!

Just because I don't go into or SHOW the EXACT DETAIL on my programs does NOT mean I have NOT considered ALL options AND.....implemented them .....like......"Gee Willikers, I spose I should include the URL near the QR Codes ......just in case Hotel Guests can't Scan the Code!"!

This is the 2nd (or 3rd) time you've commented on one of my programs about some "detail" you think is missing. Are you doing this to show that YOU have found something to make the program/s better.....to make YOU look good or......that I have "overlooked" something .....to make ME look bad?

I'm curious as to WHY you bring up "details" about my programs.

Don Alm