Business Booster Plan for a small Hotel to generate more sales and awareness

1. Presentation to
The Amber Residence
August, 2015.

2. To whom it may concern
The entire contents of this document have been developed with
sole rights belonging to Adebola S. Mobee and Cre8ive Limited.
Unauthorized duplication or presentation runs against the rights
of the sole ownership and is not advised.
Please contact Messrs Adebola S. Mobee and/or Cre8ive Limited
as the need may demand.
Thank you.

3. Background
Amber Residence is situated within the popular Ikeja GRA.
It has been in the Hotels and Hospitality business in Nigeria for the past 3
years.
It belongs to a chain of Hoteling business with some presence in Africa.
It is built in an enclosed design style that lends good use of space with
enough privacy for patrons.
Since inception, it has been positioned to cater for corporate bodies and
individuals in the BC Social Economic Category.
In recent time has experienced challenges in attracting customers both
within the corporate world and within its targeted individuals group.

4. Strategic Objectives
Position Amber Residence to attract customers in the corporate business
sector, specifiers/recommenders and also individuals in the BC SEC.
Present Amber Residence’s offerings in very uniquely creative, detailed and
highly attractive manner.
Create a Unique Selling Proposition that will distinguish Amber Residence from
its competitors while offering extra value to current and would-be customers.
Create a culture of ‘Unique Service Excellence’ among internal staff.
Come up with a 6 month communication plan to sustain all mentioned above.

5. Current Issues
Location is away from the high streets and in a GRA that is seen to be highly
residential.
There are a good number of hotels within a 15 minute drive radius of the Local and
International Airports and around the busy business hubs in Ikeja Axis
Present traffic situation around the Lagos Metropolis is disheartening and has
reduced prospects of vigorously marketing beyond the Lagos Mainland Axis.
There are several hotels in the same category with cheaper and seemingly similar
offering.
Unavailable viable and result oriented marketing plan for a 12 month period
Communication is very weak and probably not well differentiated.
Other internal issues of concern

6. Weak Website

7. Weak Trip Advisor Review

11. Poor Brand Projection

12. Hospitality today
Hospitality spreads across HORECA (Hotels, Restaurants and Cafes) with untidy intrusions
in areas of business offerings. But the word ‘hospitality’ defends it all.
From Traveler Inns, Lodges, Guest Houses, Boutique Hotels, Grande Hotels etc., clear
classification of hotels according to stars of quality (i.e. 5 star, 4 star, 3star, etc) is not much
of a custom in Nigeria.
Therefore we may put them into three categories – A, B and C thus:
A for Large Hotels (100 rooms and above),
B for Medium-Sized Hotels (50 – 99 rooms)
and C for Small Hotels (49 rooms and below).
Amber Residence will find itself therefore in the Medium-Sized category, in competition for
business with hotels in same category, particularly on the Ikeja axis and the Lagos Mainland
in general.

13. Possible influencers of choice
1. Accessibility
2. Privacy of location
3. Space
4. Structure and décor
5. Service quality
6. Personal room comfort
7. Offerings (i.e. Bar, Restaurant, Swimming pool, Cyber rooms, Shuttle vehicles, Baggage
rooms, Concierges etc)
8. People traffic (in and out of the place)
9. Word of mouth
10. Pedigree
11. And there could be more; though these are the most prominent .

14. General Consumer Insight
“I need a friendly-warm and fair-sized hotel that
gives me comfort that is beyond what a home
offers; a place of total relaxation where ones soul is
fêted for a sum that reasons well with the pocket.”

15. I need a hotel that
gives me comfort that
is beyond what a
home offers; a place
of total relaxation
where ones soul is
fêted for a sum that
reasons well with the
pocket.
Corporate Body
We need a hotel that
provides unique services
and facilities that will
meet the needs of our
business.
Individual
I need a hotel that gives
me personalized comfort
and unique service at a
heartwarming price.
Family
We need a hotel that
gives us a feeling of a
unique special treat and
with all the offerings
possible for a great time
together.
Recommender
I need a hotel that has
most hospitality
facilities within, for the
unique comfort and
ease of my clients.
Targeted
Consumer Insight

16. A toe-in-water result for patronage
0% 10% 20% 30% 40% 50% 60%
Corporate
Recommender
Individual
Family
A
total
of
200
respondents
were
used.
8
52
30
110

17. Rationale
4% - Family: In these part of the world, it is not common culture for a family to check in to a hotel together, especially
when it is for leisure or fun. At most times, this 4% is accounted for by travelling families who need a place to hold out
together and other few that have time to spend together away from home occasionally.
15% - Recommender: These are usually event marketers/planners and the 15% accounted for could have been higher if
not for the new trend of event halls and event places springing at every 5 – 10 Kilometers. This is because event
marketers or planners have less number of events that request bookings for rooms but more of events that have need for
congregational space like halls, meeting rooms, theatres, etc.
26% - Individual: It is not an uncommon trend to see individuals check in and out of hotels and they account for only 26%
because in most instances, they do not come in to book personally (most of their use is booked through offices). They are
also not heavy users as their patronage averages about 24 hours per use, except when travelling and more than one day
is spent at certain locations on the journey. They are strong influencers of choice for their company while their word-of-
mouth is a great asset too.
55% - Corporate: These are heavy users because their businesses demand such use in the course of training sessions,
out-of-office meetings, conferences, retreats, guest hospitality, staff lodging and other likely circumstances. They are the
drivers of this market and also wield great influence in price offerings plus barter arrangements, services and offered
value.
In essence, it is safe to say our PRIMARY TA are Corporate and
Individual while our SECONDARY TA are Recommenders and Family

18. S.W.O.T. Analysis for Amber Residence
Strengths Weaknesses Opportunities Threats
•It is located inside a
safe, popular estate
(Ikeja GRA) and in a good
environment which is
well respected.
•Has a unique, warm
and personalized name
“Residence”.
•Suitable for lovers of
serene and quiet
surroundings.
•In the vicinity and
within access of
residences that belong to
or are on lease to HNIs
and key decision makers
in various businesses.
•Communication share of
voice is next to nothing
and without visible &
suitable strategy.
•Offerings are unclear and
very disorderly. Website is
a disappointment.
•Hotel ambience from
external, though very
inviting is not well sold at
first glance
•Staffing professional
exposure experience is
suspect. Serious trainings
needed
•Does not attempt to play
up to good competitors in
its category.
•Residents in GRA and
environs plus visitors to
the estate are good
word-of-mouth channels
to sell the Hotel.
•A good number of
businesses now have
offices in GRA and will be
good marketing
opportunities.
•It has a good claim to
privacy because of its
location.
•Most of the Hotels are
driven by price wars and
are not well presented.
•It can define a new
category.
•External advertising is
not reflective of its
quality.
•It can easily be seen to
be in the category of
many inferior hotels that
litter the environs.
•Being ticked a way can
make easy access a
challenge.
•Its offerings are not
basic like what others
offer
•Waiting too long to
revitalize.

19. What Amber Residence must deliver
Satisfied
Customer
Good
Value
Great
Service
Service: Must be top quality with a clear speak of
very creative experience that delivers value for
money at a very professional standard.
Value: Must be felt in every regard.
Particularly to justify the customer’s
expectation, testify to service quality
and eventually cause a customer to
desire a repeat experience.
Customer: Must walk away with
a big smile on his face always and
with a resolve to patronize Le Real
hotel again or recommend it to other
intending users.
Therefore the relationship wheels on the right:
Great
Service
Delivers
Good
Value
Results in
Satisfied
Customer

20. Proposals
Challenge Solution
 Location is not easily visible as it is off the high
streets.
 There are a good number of hotels within the
Ikeja Business Hubs, within GRA and within 15
minutes drive radius of the Airports.
 Present traffic situation in the Lagos
Metropolis is disheartening.
 There are bigger and more visible hotels in the
vicinity that capture attention before Amber
Residence can be reached or noticed.
 Communication is weak and probably not well
targeted.
 Other internal issues of concern, i.e. parking
vehicles, first impression on arrival, staff
professionalism, content delivery.
 We can not change locations but we must come up
with creative ideas that will drive desire to find it.
 This is the essence of competitiveness. We must
find reason and position Amber Residence as the
best option for money value within its category.
 We must engage creative and mouthwatering
offers that will make effort and experience fun.
 We have to define our target market and deliver to
promises marketed while remaining nimble and
highly professional in service delivery
 We need to develop relevant and well targeted and
cohesive communication to shore up interest.
 We need to embark on Internal communication
and trainings that will address these.

21. Approach
Communicate and create PRECISE, highly creative
and experience driven communication ideas and
materials for internal and external Target
Audiences.

22. The Economics
Due to the prevailing harsh economic conditions, it is crucial
we develop bulls-eye targeted and unique, compelling
creative ideas and materials for both internal and external
target audiences that will deliver on pocket value.
Therefore, we intend to deliver these materials at the best
bargains possible in the media and production markets.
Where possible, we may opt for barter agreements to
eradicate or maximally control the issue of cost.

23. What is Amber Residence’s USP?
Because most hotels in the category we play offer just about what we offer, we will need
to play the following strategy:
1st to claim & 1st to mind
Our claim will be:
We offer you access to all the services you’ll ever need in a hotel and at the best prices
(value).
The need to have barter arrangements will be evident here because we do not have
every imaginable desired service resident within the hotel.
1st to mind:
We will carefully target our audience with careful selection of media and be heavy on
media application for the first 3 months to aid recall and trials.
This way, the consumer will recall the name ‘Le Real Hotel’ when hotels are mentioned.
Therefore our USP should be
Great Quality Experience Convergence at the Best Pocket Value!

24. What should our communication idea be?
A communication idea is always the result of a combination of the
Consumer Insight and the USP.
CONSUMER INSIGHT + USP = BIG IDEA
I need a hotel that gives me
comfort that is beyond
what a home offers; a place
of total relaxation where
ones soul is fêted for a sum
that reasons well with the
pocket.
Great quality
experience
convergence at the
best pocket value!
A CREATIVELY
DIFFERENT &
REFRESHING
EXPERIENCE!

25. A Creatively
Different and
Refreshing
Experience
Always Keep The
Experience Different and
Refreshing.
Enjoy A Different and
Refreshing Experience At
The Best Value.
This is what will drive our
creative ideas targeted at the
internal audience.
This is what will drive our
creative ideas targeted at the
public
How we will address Internal and External audience.

26. Internal Audience
Always Keep The Experience Different & Refreshing!
This is what we have to get the entire staff at Amber Residence thinking.
It is necessary to start from inside out if we indeed must create a different
experience for the customer.
We will express this through:
Creation and design of a creed (in bookmarks and A3 sized wall mounts)
Staff booklet (A6 sized with about 8 pages of data)
Staff uniforms (exciting and reflective of excellence)
Brooches (with an excellence slogan inscribed)
Screen-savers (with quotes or statements on excellence in service)
ID cards or Name Tags (must be worn always)
Quarterly or Bi-annual training sessions on service etiquette
Creation of healthy competitive platforms like best staff of each quarter
with healthy rewards.

27. External Audience
Enjoy A Different and Refreshing Experience At The
Best Value!
This is what we have to get the Amber Residence customer to take out of
our communication materials. When he/she eventually decides to check
the hotel out, he begins to get the testimony of this different experience
right from the parking lot as attendants and all the way through the entire
hotel staff and service.
We will express this through ATL, BTL and Retail Communication:

28. External Audience (cont’d 1)
Enjoy A Different & Refreshing Experience At The Best Value!
ATL:
Radio – This will be a major medium and we will drive with creative
attention grabbing offer materials deployed into the right time belts
which will be peak periods for listenership.
Radio Hypes – We will also be heavy for the first 30 – 60 days on these
hypes as well. We are at liberty to drive mini promotions like ‘weekend
bundle offers’ or ‘benefit stay arrangements’.
TV - We will be very scarce on TV (expensive medium) and will therefore
develop 10 – 15 second TVCs that are cut out of a full 60 seconds shoot to
run during carefully selected timebelts and seasons. The full TVC will
feature online across agreed sites.
Cont’d

29. External Audience (cont’d 2)
Enjoy A Wholesome Refreshing Experience At The Best Value!
ATL:
Press – We will tailor our use of this medium just like in the case of TV.
Outdoor – We will not be present on outdoor .
BTL:
CD – Multimedia CD selling all Amber Residence has to offer
Flier – A5/A4, 3-fold or Multi-fold pocket fit
Poster – We will not be on posters (LASAA issues)
Table Calendar - An annual feature
Car Sticker – Arresting design, featuring identity (logo) + other details
Car Sunscreens – Same as above
Road Signage – Most likely inside the GRA routes to entrance area
Cont’d

30. External Audience (cont’d 3)
Enjoy A Wholesome Refreshing Experience At The Best Value!
BTL:
Direct Mail Brochure – For MDs, GMs and decision making officers. This
will contain Introduction letter, a CD, Pen, Mini Jotter, Post-it Note, Hotel
complimentary card (in a complimentary card holder) and a discount card.
Top Quality T-Shirts/Shirts & Face Caps - Top grade for staff and some
MDs, GMs plus some deserving guests at check-out after rewarding
patronage.
Pens & Jotters - Gift to customers at check-out after first stay.
And there can be more as we deem fit.
Cont’d

31. External Audience (cont’d 4)
Enjoy A Wholesome Refreshing Experience At The Best Value!
Experiential:
Bulk SMS – Well targeted and directed at our audience (BC SEC) with a well
crafted message involving one/two free nights in an upscale hotel and
requesting a response like Name, Age band, Sex and email.
Emails – Data from Bulk SMS and D-to-C marketing will be used to connect
with our target audience and we will in turn introduce a marketing platform in
3 or 4 sentences with staff contact numbers listed for further dialogue.
Website – we will redesign the website and always promote our offerings
(old and new) through it. Activating our Google presence to first or second
place via SEO will work wonders.
Direct-to-Consumer – Targeting BC individuals and we will work with brand
canvassers through Petrol Stations, Large Shopping Malls, Churches and
similar large gatherings. The brand canvassers will be armed with a few
questions and an offer for one/two free nights in an upscale hotel (we will not
mention Amber Residence). We will use this opportunity to capture their data
for future marketing purposes.

32. Developing Ideas . . .
Call-a-friend Amber Bar Offer!
Airport 2 Amber Offer!
Weekend Sizzle Offer!
Amber Photo Sessions!
Customer Reward Gaming!
5 Rooms for Price of 4!
Family Mall Treat!
Couple Mall Treat!
Amber Partner Deal!
Amber Ladies Weekend!
Amber 5 Stays +1 offer!
Sunday Evening Pool Grill!
Barter TV Show on Premises (Moments with Mo or Jara or Other)

33. Present Situation
We are running to the year’s end and this gives us an opportunity
to seize attention towards the coming holidays and also start work
on an Annual Operating Plan (AOP) for the coming year.
It is expedient that we then break these into Activity Plans.
i.e. What will we do to stir up attention for the year’s beginning?
What will we be doing at Valentine?
And then at Easter?
And then when it is the Hotel’s Anniversary? Etc.

34. A combination of all of these plans and more will ensure Amber Residence
reads positive results in a short period of time from now.
BRANDS ARE BUILT WITH PASSION AND PERSEVERANCE. THEREFORE ONE
MUST NOT REST ON HIS OARS AT IMMEDIATE AND POSITIVE RESULTS. IT IS
A CONTINUOUS PROCESS (EXAMPLES ARE HYATT, MARIOTT, RITZ,
COCACOLA, NIKE, BMW ETC).

35. Thank You
+234 808 198 5787