Chapter 13 Applying Key Marketing Methodologies: Collateral Materials and Promotional Support

2. Competencies forApplying Key Marketing Methodologies: Collateral Materials and Promotional Support 1. Explain key points to remember while preparing and presenting collateral materials. 2. Describe several types of collateral materials used in the hospitality industry. 3. Give examples of employee motivational programs that help make a property more marketable, and explain how they are used. 4. Describe the club concept as a marketing tool, and give examples of successful uses of the club concept. 1

3. Keys Points to Remember When Preparing and Presenting Collateral Materials Identification of purpose Purpose over appearance Compatibility Consistency Practical detail Visibility Clutter avoidance Clear message 2

4. Types of Collateral Materials Collateral materials: the print materials that help market a product or service. In the hospitality industry, they include the following: Brochures Directories Fact sheets Gift cards or certificates Entertainment pieces Flyers 3

5. Types of Collateral Materials Guest services/Guestroom collateral materials Lounge materials Maps Menu specials Meeting-facilities brochures Rate cards Recreational facilities guide Shopping guides Tent cards 4

6. Brochures A successful, well-prepared promotional brochure for a hospitality property should include the following elements: ID of property, including logo Descriptive facts about property Directions to the property A map with travel times Property’s telephone number(s) Property’s address Person or department to contact for info Amenities within property Nearby attractions and items of interest Transportation info 5

7. Directories If you produce a directory that you want travelers to actually use, follow these guidelines: Be sure it fits in a briefcase or purse. No one will carry an oversized book. Make the directory easy to use. Use a format that is logical to the customer. Include an index and a key. Put the firm’s phone number on every page, if possible, and on front and back covers. 6

8. Listing in Another Firm’s Directory If you list your firm in a directory published by another firm, observe the following points: Proof everything twice. Use price ranges, especially in annual directory. Double-check street address, phone and fax numbers, website and e-mail addresses. Ask to review the final copy. Ask to review final placement of your listing. Be sure any photos you include are current, representative, and a sales tool. 7

9. Meeting-Facilities Brochures Meeting-facilities brochures should highlight details of interest to meeting planners: Room sizes/dimensions; ceiling heights Seating capacity of various setups A/V equipment Display capacities (maximum width and height) Sketches/diagrams of rooms Breakout room and additional room information Adjoining banquet facilities Meeting and meal setups 8

10. Meeting-Facilities Brochures Special features (acoustics, tables, and technical capabilities) Service procedures/policies, focusing on the human aspect Rate and discounts Location of facilities Proximity to transportation Group transportation services Other amenities that will help sell meetings Telephone number and name of contact person 9

11. Guidelines for Rate Cards Rates change frequently and are often discounted or tailored for special types of business. If you use rate cards, replace them often and design them to allow flexibility in selling. The best rate cards: Use price ranges. Clearly define special rate programs and qualifying rules. Clearly state the dates that rates are in effect. Define any special policies. 10

12. Guidelines for Tent Cards Tent cards promote everything from a restaurant within a hotel to a drink or dessert special within the restaurant. The following are some practical guidelines: Use all sides. Design it to rest on a table or desk. Make it attractive. Avoid using a unique tent card; it would be costly to produce, difficult to use, and always in need of replacement. 11

13. Guidelines for Tent Cards Size and placement should suit the purpose or message. Measure the results of each tent card promotion to determine its real value. Avoid clutter or promotions that cheapen the overall product or service offering. 12

14. Employee Motivation In-house materials that help bolster employee morale are important and directly affect the sale of products or services. Strategies for improving employee motivation are key marketing tools and may include the following: Employee-of-the-month programs Visible presentation is important. May be more meaningful and beneficial to set up a permanent display case where guests can view it. Selection criteria, fairness in judgment, involvement of other employees key to success. 13

15. Employee Motivation  Employee-interest programs Help motivate employees and increase marketing exposure for the business. Should be used sparingly. Employee community service recognition Recognizing for employees and their service efforts benefits both the employees and the firm. 14

16. Clubs Setting up clubs for specific consumer groups can also promote business. Club concepts include the following: VIP Clubs Recognition, appreciation, and appeal to the repeat guest or customer are motivators behind such clubs. Administrative Assistants Appreciation Programs Designed to build repeat business through loyal intermediaries and friends. 15

17. Clubs Salesperson Appreciation Clubs Especially applicable to commercial transient salespersons, who form the loyal base for many hospitality businesses because of heavy, consistent travel patterns. Meal-of-the-Month Clubs The idea behind these clubs is to build a core of regular customers. 16