Sep
22
I'm just back from an interesting little conference about the opportunities for hotel marketing online.
Towards the end of the day, lots of hoteliers were milling about, excitedly twittering about how they were going to get stuck right in to blogging, FaceTube and social networking in general.
There was a lot of "we will build it and they will come" mentality in the room. When I asked people what sort of things they were going to say when tweeting on MyBook the answers left something to be desired. When I asked how they planned to measure the performance of their efforts I was obviously speaking in the wrong language.
So gentle reader, here are five essential steps you need to take if you're going to reach marketing heaven...
Towards the end of the day, lots of hoteliers were milling about, excitedly twittering about how they were going to get stuck right in to blogging, FaceTube and social networking in general.
There was a lot of "we will build it and they will come" mentality in the room. When I asked people what sort of things they were going to say when tweeting on MyBook the answers left something to be desired. When I asked how they planned to measure the performance of their efforts I was obviously speaking in the wrong language.
So gentle reader, here are five essential steps you need to take if you're going to reach marketing heaven...
1. Define what it is you do for people. (NOTE: NOT what you do, but what you do for me).
Is there a particular problem you can fix for people? It's easier to sell something that fixes a problem, that relieves pain. Perhaps you don't think about your customers as having problems or being in pain? Experiment with it. What problems can you solve for your customers?
2. Define your customers. Who are they? Where are they? How will you reach out to them?
3. How are you going to make money out of doing what you do? What sort of income do you need? How will you earn and collect your revenue? What sort of margins do you need?
4. Resources. What do you need in order to make this work? What will "reaching out" cost? What will social networking cost? Who will do it? When will they do it? What will they need to help them to do it?
5. What return on your investment do you need? How will you measure progress towards success? ROI? Internal rate of return? Net profit percentage? Cash in your pocket?
Before engaging in any marketing activity, you need to take these five steps. They involve speaking to people inside and outside your business.
Is there a particular problem you can fix for people? It's easier to sell something that fixes a problem, that relieves pain. Perhaps you don't think about your customers as having problems or being in pain? Experiment with it. What problems can you solve for your customers?
2. Define your customers. Who are they? Where are they? How will you reach out to them?
3. How are you going to make money out of doing what you do? What sort of income do you need? How will you earn and collect your revenue? What sort of margins do you need?
4. Resources. What do you need in order to make this work? What will "reaching out" cost? What will social networking cost? Who will do it? When will they do it? What will they need to help them to do it?
5. What return on your investment do you need? How will you measure progress towards success? ROI? Internal rate of return? Net profit percentage? Cash in your pocket?
Before engaging in any marketing activity, you need to take these five steps. They involve speaking to people inside and outside your business.
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