Apr
5
The internet allows you to be everywhere with your marketing.
Be careful that "everywhere" doesn't translate as "all over the place".
There are savage forces at work which can threaten your prices, your profits and your brand.
Yet, if you're going to make the most recent trends work for your business, you will need to be "everywhere".
What are you going to be everywhere with?
Be careful that "everywhere" doesn't translate as "all over the place".
There are savage forces at work which can threaten your prices, your profits and your brand.
Yet, if you're going to make the most recent trends work for your business, you will need to be "everywhere".
What are you going to be everywhere with?
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"Everywhere" is limited by your span of control. In order to take advantage of initiatives like Google's combination of maps and adwords, you need to distribute your offers using as many channels as possible.
You can use a Channel manager like ChannelRUSH to do this
A channel manager can help you to increase your span of control. Use one and you'll be able to manage many more channels, faster than you ever could trying to update them individually.
There will be huge temptation to be everywhere with the lowest price. It remains to be seen just how the new Google system will work (in terms of how customers use it), but I think now is the time to start preparing yourself for rolling out attention grabbing promotions for every day of the year.
For every date you aren't guaranteed to have enough demand to fill your hotel you must have a promotional rate structure in place. Indeed, even on the dates where there will be such demand, you need to be presenting the most appropriate rate for your prospects to buy.
The promotions have to be there, online, available to buy on as many channels as possible. The prices have to represent good value. If you want to grab attention using cheap prices, you need to be in control of what they are.
Remember in this world, the OTA's still own the customers. It will be unusual for you to be able to control the sales process unless you can encourage people on to your own website.
This means that your interaction with the prospect will be very limited, so you need to get your offer and the value it represents in quickly and with precision. Competitors will respond - what will your counter-offer be? Simply cutting price is what Google's new system is designed to encourage, but you need to resist that if at all possible. There will come a point where you can't cut any more. What are you going to do then?
What you're competing for is attention. Google can give you lots of attention if you learn how to play this game.
"Everywhere" is limited by your span of control. In order to take advantage of initiatives like Google's combination of maps and adwords, you need to distribute your offers using as many channels as possible.
You can use a Channel manager like ChannelRUSH to do this
A channel manager can help you to increase your span of control. Use one and you'll be able to manage many more channels, faster than you ever could trying to update them individually.
There will be huge temptation to be everywhere with the lowest price. It remains to be seen just how the new Google system will work (in terms of how customers use it), but I think now is the time to start preparing yourself for rolling out attention grabbing promotions for every day of the year.
For every date you aren't guaranteed to have enough demand to fill your hotel you must have a promotional rate structure in place. Indeed, even on the dates where there will be such demand, you need to be presenting the most appropriate rate for your prospects to buy.
The promotions have to be there, online, available to buy on as many channels as possible. The prices have to represent good value. If you want to grab attention using cheap prices, you need to be in control of what they are.
Remember in this world, the OTA's still own the customers. It will be unusual for you to be able to control the sales process unless you can encourage people on to your own website.
This means that your interaction with the prospect will be very limited, so you need to get your offer and the value it represents in quickly and with precision. Competitors will respond - what will your counter-offer be? Simply cutting price is what Google's new system is designed to encourage, but you need to resist that if at all possible. There will come a point where you can't cut any more. What are you going to do then?
What you're competing for is attention. Google can give you lots of attention if you learn how to play this game.
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