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ABOUT Located In Ann Arbor Michigan, Weber’s Inn is one of Michigan’s top hotels, with it’s deluxe full service hotel, restaurant and banquet and conference property. Weber’s Inn was founded in 1937 by Herman Weber and is s*ll to this day, owned and operated by his family. Weber’s inn is a sureﬁre hit for vaca*oning couples, business layovers, or senior get-‐a-‐ways
Goals: Demographics: • Business Men and Women • Earn new business and gain popularity • Ages 30-‐65 through the use of Social Media • Hardworking men and women • Build customer loyalty who travel frequently for work and have to stay a few nights in Ann-‐Arbor Challenges: • Overcome local compe**on such as: • Clarion Hotel & Conference Center • Holiday Inn & Suites • Sheraton Ann Arbor • Courtyard Marriot Ann Arbor • Bell Tower Hotel • Make new customers aware of Weber’s Inn’s beneﬁts
THEME The overall theme is to show that Weber’s Inn has a perfect atmosphere for hard working business people, with free Internet, deluxe rooms, and a conference property. Weber’s Inn also has a top-‐notch restaurant with a reputa*on for ﬁne dining, moderate prices, and an upscale relaxed design. Not too men*on their award winning wines in their wine cellar, the Ventura Bar and the Habitat Ultra Lounge. With these businessmen working long hours on their computer’s and being adapted to the ever changing internet, I think it is best for Weber’s inn to focus their a1en*on on their web presence and enhance their social media, internet marke*ng and mobile strategies
SOCIAL MEDIA Although Weber’s Inn is currently using various social media outlets I think it is dire that they enhance to a greater degree their social media presence. Weber’s Inn currently has a Twi1er, Facebook, and informa*on on Foursquare, yet their presence on all three is not up to par with their compe**on.
Twi1er: • Enhance their Twi1er use in order to en*ce new customers in, while keeping in contact with their old customers. • Update Twi1er frequently with specials and promo*ons • Have people give their twi1er names at check-‐ in so Weber’s Inn can oﬀer their followers specials deals. Facebook: • Facebook these days has billions of users and can be used as one of the best ways to reach out to current and future customers, for their hotel or even just their restaurant or lounge. • Add pictures of the rooms, lounge, wines, and everything else that Weber’s Inn is known for. • Update status’s frequently to draw a1en*on
Foursquare: Foursquare is a service that helps you ﬁnd popular places where people are hanging out and oﬀers *ps from other users. You can also “check in” at the diﬀerent places you visit • Combine hotel and restaurant pages • Photo’s need to be added right away so that when people search for a hotel to stay at in Ann Arbor, Weber’s Inn will appear with beau*ful pictures to show it’s divineness • Tips should be added from current employees Blog: Impera*ve for Weber’s Inn employee’s to start a blog. • Can be used to promote Weber’s Inn indirectly • Employees can take concerns about the hotel and turn them into a1rac*ons with simple posts by showing they care
Internet Marke*ng It would be beneﬁcial for Weber’s Inn to implement a Google AdWords Campaign. This would allow you to buy certain key words that people frequently search for and raise your company to the top of a Google Search results page. Beneﬁts Include: Example: Weber’s Inn • Reach customers who are searching for your speciﬁc terms (Weber’s Inn) or Hotel in Ann Arbor, MI located near the perhaps terms like “hotels in Ann Arbor” beau*ful campus of the University of • Pay-‐Per-‐Click campaign making it cheap Michigan compared to tradi*onal adver*sing. Allowing you to reach new customers but Oﬀering deluxe rooms, high-‐speed internet, only paying for each click. restaurant and lounge. • Bigger Return on Investment!
Mobile Strategy • Increase in Foursquare and Facebook Check-‐Ins by placing QR codes in the hotel • People can scan the code and be taken to the website and check-‐in • Thus driving up the likes and *ps that Weber’s Inn has on these pages • Promote people to post feedback on these sites • To receive discounts and special oﬀers • Or receive promo*onal items during their stay • Develop a smart-‐phone app • Show room openings and last minute discounts, photos of the rooms, alcohol and wine lists, specials in the restaurants, entertainment in the lounge, and other daily ac*vi*es and specials • Users of the app can also make reserva*ons for rooms or the restaurant right from there phone • Perfect for the businessmen and women on the go!
Measures of Success • Google Insight • Compare search volume pa1erns across speciﬁc regions, categories, *me frames and proper*es • Google Analy*cs • Social reports help you measure the impact social media has on your business goals and conversions • Analysis tools standard reports make it easy to measure and understand engagement on your site • Hootsuite • Oﬀers social media monitoring tools to help maximize the reach and eﬃciency of social media eﬀorts • Beevolve • Easy-‐to-‐use, comprehensive and most aﬀordable social media monitoring and Insights Plajorm
Budget I propose a budget of 75,000 for Weber’s Inn • these days, it is common for 75% of an adver*sing budget to go toward web-‐based communica*ons. • 20% will go towards crea*ng the QR codes and App development • 5% will go towards social media monitoring