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Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing
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Blue Sky Hotel: 20 Ways To Improve the Sales & Marketing

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Ulaanbaatar, Mongolia - Blue Sky Hotel 2013 Business Plan which covers the Marketing and Sales initiatives for the hotel management team. Here are the 20 most interesting marketing plan you'll ever …

Ulaanbaatar, Mongolia - Blue Sky Hotel 2013 Business Plan which covers the Marketing and Sales initiatives for the hotel management team. Here are the 20 most interesting marketing plan you'll ever read. Written by Bilguun Ginjbaatar

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  • Priceline negotiator: William Shatner
  • 10. Build and Lead a Great Team9. Always Learning and Improving8. Greet Your Guests7. Be Prepared for Emergencies6. Strategic Business Relationships5. Be internet savvyReputation ManagementYelp Google Maps4. Have the Right Equipment3. Set Boundaries2. Customer is Always Right1. Have Fun!
  • Transcript

    • 1. 20 Ways To Improve the Sales & Marketing in 2013 Business Plan for Blue Sky Hotel & Tower Presented by Bilguun Ginjbaatar 21 February 2013 www.bilguun.net 1
    • 2. About Bilguun Ginjbaatar• Magna Cum Laude Graduate of Edinboro University of Pennsylvania •Masters of Science in IT/ E-Commerce (2007) •Bachelors of Science in Economics (2005)•Information Technology & Marketing Manager at Serola Biomechanics, Inc.(2008-2012) •Increased sales by approx. 17% + every year •Brought $1,800,000 from the internet sales •Increased customer base to 6,000 (B2B & B2C) •Won Exporter of the Year Award (2009)•Member of Stateline World Trade Association (2008 - Present)•Certified in Inbound Marketing by HubSpot, Inc.•Project Management Professional (PMP) Certification in-progress•Sports such as: snowboarding, ping pong, soccer, tennis, & basketball 2
    • 3. Agenda• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing oSWOT Analysis oCreating Rapport oB2B Discount Program oTrade Shows oCRM oAggressive Social Media Campaigns oE-mail Marketing oWebsite with SEO in mind oOnline Ads: Banners & PPC models oCalendarize Everything oPrint Ad Campaigns oPartnering with foreign partners oMonitor Competitors oMembership: Earning Points oPlanning & Forecasting 3
    • 4. Who is the Target Market• Business-to-Business (B2B) – Do business with other businesses – Strategic business relationships – Agencies that sell hotel rooms to their own customers – Companies that are looking for conference rooms & banquet halls• Business-to-Customers (B2C) – Foreign travelers – Foreign workers – Business professionals – Local Mongolian citizens – Short-term visitors – Wedding ceremony• Business-to-Government (B2G) – Government sponsored events – B2G Open Events – Expos and Trade Shows in large scale 4
    • 5. Who Are the Competitors• Ramada Hotel (A strong contender which was established in 2011)• Kempinsky Hotel (In business for over 5 years)• Chinggis Haan Hotel (In business for over 15 years)• Bayangol Hotel (Established in the 1970’s and regarded as old fashioned by many)• Ulaanbaatar Hotel (Established in the 1960’s and one of the oldest hotels) 5
    • 6. Agenda• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing oSWOT Analysis oCreating Rapport oB2B Discount Program oTrade Shows oCRM oAggressive Social Media Campaigns oE-mail Marketing oWebsite with SEO in mind oOnline Ads: Banners & PPC models oCalendarize Everything oPrint Ad Campaigns oPartnering with foreign partners oMonitor Competitors oMembership: Earning Points oPlanning & Forecasting 6
    • 7. SWOT Analysis Strength Weakness- New and prime location -Equipments?-Amazing Design -Lack of experienced staff?-Prestige & Luxury - No personnel development program?-A New Standard on Hotel Industry SWOT Analysis Opportunity Threat- Opportunity to sell to more B2C and B2B - Being number one means that you are thecustomers target of competition, locally and globally.- Engage in Location Based Technology - Poor management- Online Marketing (Google Adwords, - Emergency Plan: what to do in case ofYahoo Marketing, etc), fire or power blackout-Website: Search Engine Optimization 7
    • 8. Cost Benefit Analysis• When investing in new technology or equipment or services – Scenario 1: Pessimistic – Scenario 3: Optimistic – Scenario 4: IDEAL and MORE LIKELY TO BE REAL• Payback Period Analysis: Total Initial Cost: $767.76 Total Initial Cost: $1,658.40 Total Initial Cost: $1,120.00 Maintenance Cost: $767.76 Maintenance Cost: $1.560.00 Maintenance Cost: $745.00 8
    • 9. Create Rapport: Make Relationships• Making connections & Talking to people – Human Interactions: 100% more effective than phone & email interactions – Try to learn as much as possible about your prospect – Bring new ideas, help solve their problems, be their favorite person to go to for solutions & advices – Everyone in my team should have a business card and exchange at events – Always be ready to deliver your “Elevator Speech” or the “Current New Discounts and Offers of Your Company” 9
    • 10. Agenda• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing oSWOT Analysis oCreating Rapport oB2B Discount Program oTrade Shows oCRM oAggressive Social Media Campaigns oE-mail Marketing oWebsite with SEO in mind oOnline Ads: Banners & PPC models oCalendarize Everything oPrint Ad Campaigns oPartnering with foreign partners oMonitor Competitors oMembership: Earning Points oPlanning & Forecasting 10
    • 11. B2B Discount Program 11
    • 12. Tradeshows• Tradeshows are important part of hotel marketing• Local Shows VS Global Tradeshows – http://www.hospitalityexpos.com• The Hotel & Catering Show 2013: Date: 5 - 6 March 2013 Venue: Bournemouth International Centre Location: Bournemouth UK• Restaurant Facility Management Associations 2012 Annual RFMA Conference Date: 10 March 2013 Venue: Gaylord Palms Location: Orlando, FL 12
    • 13. Customer Relationship Management• CRM Software is MUST HAVE for all sales and marketing departments.• What is CRM? CRM is a model for managing a company’s interactions with current and future customers. It provides a 360 degree view of customer data. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. 13
    • 14. Agenda• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing oSWOT Analysis oCreating Rapport oB2B Discount Program oTrade Shows oCRM oAggressive Social Media Campaigns oE-mail Marketing oWebsite with SEO in mind oOnline Ads: Banners & PPC models oCalendarize Everything oPrint Ad Campaigns oPartnering with foreign partners oMonitor Competitors oMembership: Earning Points oPlanning & Forecasting 14
    • 15. Aggressive Social Media Campaigns Quick Facts •Has 15 Million users worldwide •Foursquare sees 2,000 check-ins/min •More than 67% users leave tipsFourSquare – The Best Location Based Social Media• Successfully implemented by the following companies: 15
    • 16. Aggressive Social Media Campaigns•Has 955 Million users worldwide (3rd largest country after China & India)•Blue Sky Hotel’s Facebook page: needs more interaction and frequentpostings which engage the “fans” and encourage others to share the messagesand mention the active users. Pictures generate more likes & comments thantext posts•Automate messages using HootSuite, a software that sends out scheduledmessages via Facebook, Twitter, etc. etc. 16
    • 17. Aggressive Social Media CampaignsTwitter Instagram•500 Million Users (as of July 2012) •Fastest growing & hottest social•Most Mongolians tweet about media right nowpolitics and corruptions •Instagram generates 81 comments•Blue Sky needs to engage on Twitter per secondand send out positive messages •Generates 575 likes every second•Use “@” and "#” hash tags tointeract 17
    • 18. E-Mail Marketing• Best communication and reminder tool especially for the 20-50 year old age groups• Each holiday is a reason for some kind of “offers” and “other marketing initiatives.”• “Tell them what you’re about to tell them. Tell them. Tell them what you just told them.” – via Email!• To Do – Create SIGN-UP FOR OUR EMAIL NEWSLETTER – After each check-in (or check-out) kindly ask for their permission to send emails – E-mail Automation via: iContact.com, ConstantContact.com – Monthly fee: $340 - $200 depending on number of subscribers 18
    • 19. Have You Googled Yourself?• When I searched for keywords “hotel in Mongolia” BlueSky’s website did not show up on the first page of Google. 19
    • 20. Have You Googled Yourself?• When I searched again for “hotel in Ulaanbaatar” BlueSky’s website did not show up on the first page of Google. 20
    • 21. Enhance Website with SEO• Search Engine Optimization is absolutely needed for HotelBlueSky.mn and BlueSkyTower.mn• ON-PAGE SEO – Title of the Page – Meta Description – URL of the page(s) – Optional: Start a Blog – Page Rank Score has to be 9-10• OFF PAGE SEO – Create inbound links from others – The internet is popularity contest 21
    • 22. Agenda• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing oSWOT Analysis oCreating Rapport oB2B Discount Program oTrade Shows oCRM oAggressive Social Media Campaigns oE-mail Marketing oWebsite with SEO in mind oOnline Ads: Banners & PPC models oCalendarize Everything oPrint Ad Campaigns oPartnering with foreign partners oMonitor Competitors oMembership: Earning Points oPlanning & Forecasting 22
    • 23. Online Advertising: Banner Ads• Blue Sky Hotel will advertise on other websites thru a banner image ad(s)• The “Landing Page” will collect user info & send emails 23
    • 24. Pay-Per-Click Advertising• I strongly recommend Google AdWords and Facebook PPC ad platform.• Benefits – You can target your audience by • location, • gender, • general interest, – You can segment your market by • age groups • and other factors• Disadvantage – Costly – Runs for a short period of time (as opposed to SEO) 24
    • 25. Operational Excellence• CALENDARIZE EVERYTHING: Events, meetings, tasks, to dos.• Start collaborating an internal calendar that is easily shareable• Planning ahead of time is the most important thing for me 25
    • 26. Print Ads• Print advertising is another great way to spread the word• Place ads on magazines and newspapers• Put “Strong-call-to-action” with each adTips:• Engage in longer term than short terms• Let people get used to seeing you frequently and more often.Target Magazines:• City Guide Magazines• Magazines at the airport & train station• Magazines provided during flights 26
    • 27. Foreign Partner: GroupOn• GroupOn is one of the most successful U.S. based website, launched Nov 2008• Collective Bargaining Power: Group + Coupon = Coupon• GroupOn announced a “GET AWAY” section which offers trips to foreign destinations• Sample offer: “5-day-trip” deal to “Ulaanbaatar, the land of Genghis Khan.” 27
    • 28. Agenda• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing oSWOT Analysis oCreating Rapport oB2B Discount Program oTrade Shows oCRM oAggressive Social Media Campaigns oE-mail Marketing oWebsite with SEO in mind oOnline Ads: Banners & PPC models oCalendarize Everything oPrint Ad Campaigns oPartnering with foreign partners oMonitor Competitors oMembership: Earning Points oPlanning & Forecasting 28
    • 29. Monitoring Competition Monthly• Blue Sky Hotel should monitor the competing hotels and create a monthly logs for what the competitors are doing to attract new customers• Find out the competitor’s Strengths and Weaknesses and act on them, quickly!• Copying from others is okay as long as you are within your boundaries. – KFC copies the marketing ideas from Burger King and McDonalds. 29
    • 30. Membership: Earning Points• This program would encourage guests to become “members” and start collecting points• The Double Tree Hotel offers a similar program called “Gold Passport”• It creates brand-loyalty and members prefer to stay in the same hotel 30
    • 31. Planning & Forecasting for 2014, 2015, 2016• Make the first Tuesday of each month to be “Planning and Forecast Committee Meeting”• Each meeting should be 2 hours long and will be held 12 times per year• Bring in ideas and get everyone’s input• Encourage my internal team’s innovative ideas and implement the best ones• Planning for short-term and long-term• Create Gantt Chart and keep track of on-going projects 31
    • 32. SummaryI just presented you the following ideas and I’d like to pinpoint that there is lots of otherinnovative solutions to increase the Blue Sky Hotel sales and marketing efficiency• Target Market for Blue Sky Hotel• Local Competition• 20 Ways to Improve Current Sales & Marketing o SWOT Analysis, Creating Rapport, B2B Discount Program o Trade Shows, CRM o Aggressive Social Media Campaigns o E-mail Marketing & Website with SEO in mind o Online Ads: Banners & PPC models o Calendarize Everything o Print Ad Campaigns o Partnering with foreign partners o Monitor Competitors o Membership: Earning Points o Planning & Forecasting 32
    • 33. Questions & AnswersThank You Bilguun Ginjbaatar www.bilguun.net 33

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