Four Ways to Create a Buzz About Your Hospitality Company
By Jennifer Nagy, President of JLNPR Inc.
Establish a Strong Brand
There are two main elements of a strong brand, as it applies to this topic. Firstly, the visual brand, which is made up of all of the visual elements of your company's sales and marketing materials. This includes your logo, website, collateral design, as well as any other visual elements of your company's promotional materials. Secondly, your company's marketing messaging is the other very component in establishing a strong brand in the eyes of potential customers. With both key elements, consistency is of utmost importance. Your company's brand must use the same visual images (including logo design, colors, fonts, etc.) and the same messaging across all of your public facing materials, to ensure that consumers start to recognize your company's visual 'look and feel' and that they internalize your key messaging.
Demonstrate your Expertise
When there is a great deal of competition in an industry, one of the most effective ways to increase your sales is to increase your credibility and perceived expertise with potential customers. A very effective way to do increase your credibility with potential customers is to write expert articles on various topics related to your product/service and the operational issues that hoteliers might be experiencing prior to searching out your solution (also known as, content marketing). For example, a company offering a revolutionary revenue management solution can write an article with tips for hotels to increase direct revenue and decrease reliance on the OTAs. Once written, the article can then be distributed hotel trade media (like ehotelier!), where hoteliers from around the world will read the article. Companies should also provide other types of content for media to consider, including tip sheets, Q&A interviews, etc.
Use Media to Promote your Product/Service
As well as writing expert articles and distributing them to hotel trade media outlets, hospitality companies should be pitching their company's news (i.e. new clients, product results, etc.) to media on a regular basis. As well, companies should be sharing industry information that would interest hoteliers (i.e. trends, statistics, etc.) as these types of pitches can also generate a great deal of media coverage.
Conferences & Exhibitions
Conferences and industry exhibitions are great ways for companies to meet with potential customers face-to-face. By developing strong relationships in-person, your sales team will be more effective at reaching potential customers with their sales messaging and close the sale with that potential customer more quickly as well.
An additional benefit to conferences is the large media presence at the bigger events. Just as with potential guests, developing relationships with media can yield an increased amount of coverage, once you've met in person.