Weber's Inn- ADV420 Final
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Brittany Weber's ADV420 final presentation for Weber's Inn Ann Arbor

Brittany Weber's ADV420 final presentation for Weber's Inn Ann Arbor

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Weber's Inn- ADV420 Final Presentation Transcript

  • 1. =  Presenta*on  by:  Bri1any  Weber  
  • 2. 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  
  • 3. 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    
  • 4. 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  
  • 5. 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.    
  • 6. 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  
  • 7. 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  
  • 8. 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!  
  • 9. 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!  
  • 10. 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  
  • 11. 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