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Offline marketing in a digital age


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Powerpoint for Offline Marketing in a Digital Age seminar from PAII's January Innkeeping Conference in South Carolina. Notes can be found at

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Offline marketing in a digital age

  2. 2. Tag Line for an Inn/B&B A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Tagline vs. Slogan You can differentiate between a tagline and a "slogan" by remembering that a slogan is typically used with a single marketing campaign, whereas a tagline should be considered permanent. *check to see whether its in use ©Forfeng Designs
  3. 3. The Top 10 Taglines 1. Got milk? (1993) California Milk Processor Board 2. Don’t leave home without it. (1975) American Express 3. Just do it. (1988) Nike 4. Where’s the beef? (1984) Wendy’s 5. You’re in good hands with Allstate. (1956) Allstate Insurance 6. Think different. (1998) Apple Computer 7. We try harder. (1962) Avis 8. Tastes great, less filling. (1974) Miller Lite 9. Melts in your mouth, not in your hands. (1954) M&M Candies 10. Takes a licking and keeps on ticking. (1956) Timex Great tips on creating a good tagline at ©Forfeng Designs
  4. 4. Logo/Graphics/Media that are cross promotionally branded ©Forfeng Designs
  5. 5. Think outside of the Box ©Forfeng Designs
  6. 6. Leveraging your business cards Backside of Card A Blank space To Use for Marketing Print off specials/offers on print and stick labels (Avery) ©Forfeng Designs
  7. 7. 30-Second Commercial Elevator Speech-Pitch A MUST HAVE down pat “ PITCH ” about who you are, what your business is and WHY your Inn/B&B is unique, different, special, stands out from other places to stay. ©Forfeng Designs
  8. 8. Rack Card Goofs ©Forfeng Designs
  9. 9. Typical Tourism Rack Card Holder, hides 2/3 of the card ©Forfeng Designs
  10. 10. Ads With No Call to Action ©Forfeng Designs
  11. 11. <ul><li>Print is not dead but it </li></ul><ul><li>NEEDS to be targeted </li></ul><ul><li>Don’t advertise just for the sake of advertising </li></ul><ul><li>Ads MUST have a call to ACTION and/or a “HOOK” </li></ul><ul><li>Tracking ads is difficult, include a Referal code and a small freebie or “added value” extra, even if its something you give away anyway (incentive to keep the ad and/or tell you where the referal is coming from . </li></ul>©Forfeng Designs
  12. 12. Proof your ads and then proof them again I spy….. ©Forfeng Designs
  14. 14. Pretty Unique Ad But No Call to Action ©Forfeng Designs
  15. 15. Ads With A Call to Action ©Forfeng Designs
  16. 16. ©Forfeng Designs
  17. 17. ©Forfeng Designs
  18. 18. TELEPHONE TOOLS AND SKILLS <ul><li>Answering machine/voice mail message </li></ul><ul><li>Telephone script for incoming calls </li></ul><ul><li>Telephone script for returning calls and voice mail </li></ul><ul><li>Are You SMILING? </li></ul><ul><li>Do you have your cheat sheets done? </li></ul>©Forfeng Designs
  19. 19. Phone and Sales Skills are KEY! <ul><li>Practice your scripts for incoming calls and return calls, Taping yourself and listening can be very useful. </li></ul><ul><li>Do some role-playing with people you know or other innkeepers, easiest to do with someone that you don’t know well as they can be more perceptive and help critique your scripts. </li></ul><ul><li>Are you asking the right questions? </li></ul><ul><li>Are you letting people get away without getting their contact information? </li></ul><ul><li>Are you finding out why people are not booking after calls? There are always the price fishers but sometimes its because someone else has a better “Pitch” </li></ul>©Forfeng Designs
  20. 20. Answers phone with a grouchy unhappy voice. “ Jane Doe Inn ” Would YOU want to stay at this inn? ©Forfeng Designs
  21. 21. Answers phone with a smile that you can hear through the phone “Good Morning, this is the historic Jane Doe Inn, how can I help you this lovely morning?” Would YOU want to stay at this inn? ©Forfeng Designs
  22. 22. CHAMBERS & ASSOCIATIONS <ul><li>Click Through Rate is NOT everything! </li></ul><ul><li>Considering Volunteering even an hour of your time once a month. Captive audience with walk-ins and phone, perfect opportunity to pitch your inn or B&B. </li></ul><ul><li>Phone referrals are key, make sure your chamber people know who you and that they like you. Goodies help, everyone loves to bribed with some fresh white chocolate and strawberry muffins </li></ul><ul><li>Networking events, while the local business people may not be guests, their friends and family will, if they know who you are. </li></ul>©Forfeng Designs
  23. 23. ©Forfeng Designs The BEST networking Book/Audio Terrific to listen to in the car How to Work a Room, Your Essential Guide to Savvy Socializing   by Susan Roane
  24. 24. ©Forfeng Designs THANK YOU! Further Marketing articles for B&Bs Please email me at [email_address] If you have questions or ask me on twitter @forfeng, I’m usually online for most of the day