The Impact of Recession Marketing: Getting Creative With Less
By Didi Lutz President, Didi Lutz PR | May 06, 2010
With trying to keep your hotel afloat and operating during a downturn, it is important you don't panic about what's ahead. This is the time to invest in a fast action marketing plan to help you plow through the recession we are facing, and the key is to invest wisely in those areas that will get you the most exposure, branding and outreach.
Below are some tactics to keep in mind as you create your recession-proof marketing plan. First of all examine all your options:
Does it make sense to create a very bold campaign for the year to make a strong statement and stand out from competition? Are you a new property that really needs to brand itself in the marketplace? Are you an older property that's just slipping off the public's mind? Maybe you just aren't sure. Whatever the case, it is important to know that in order for this tactic to work, it has to be properly run. You can't run an ad once or twice and expect results. Either invest six-twelve-eighteen months on an ad campaign (depending on the message you want to send out) or keep the money for something else.
Direct Mail and E-Blasts.
An old tactic, but a classic one that still yields results if strategized. If you have a loyal customer base, it makes sense to keep in touch with them through direct mail every two or three months, with a simple offer, a complimentary appetizer, or a free upgrade. While mailing costs get higher every year, I still know a lot of people who love opening their snail mail and finding an invitation from their favorite hotel, who remembered their birthday with a 20% off certificate on their next stay.