Fiesta has many areas built in that let you search and report for marketing purposes. Here are just a few...
* Date of arrivalAll of the above can be combined to give you very powerful search criteria.
eg Give me all the guests from Sydney who stayed between January 1st and 30th
last year and stayed in a Family unit for more than 4 days. Or, all of the
guests who came from a certain promotion or from a specific agent.
Every guest who has stayed can be a person who refers others to you for a
number of reasons.
* They liked the manner in which they were treated.
* The food was great.
* The housemaids were courteous and friendly
* Your location was central
* You were located out of town but supplied a courtesy bus
* The room rate was to your liking
* Your Star Rating made them feel comfortable
* The beds were comfortable
* The package you offered was exactly what they liked
* You gave them lots of local information that made their stay better
* Your ADSL costing assured them that their internet access would not slow down.
* The courtesy car wash you provided them was a pleasant surprise
* Their wedding reception went off without a hitch because you helped them plan better.
* Export
the guest list to a wordprocessing file, use MailMerge to personalise the
letters and post.
* Do the above but email direct from Fiesta using our built in links to Word
and Outlook.
* Write general brochures and send as attachments to your past guests by
email from Fiesta.
* Send local information as a newsletter to keep guests up to date with
what's on in your town.
* Tell your clientele about any awards your motel/hotel/restaurant has won.
* Function Managers can develop Hints and Tips for smooth running of a function
and email to all future bookings.
* Develop and email/post special offers to
persons who have responded to previous offers.
* Export the data and give to an external mailing house who will do all of
these for you at great expense.
100 Hints and
Tips that will make you rich!
This series of tips is designed to improve your image, your procedures and most importantly, your
bottom line. Use these tips wisely and you will find that you will be rewarded beyond
your wildest dreams.
These 100 are not in any order of importance as you will find they are all of equal importance.
1. Have a good company name that reflects the type of business you are in or the type of service you offer. Make it easy to say and understand. If you use an acronym, make sure that the full wording is available for clients to know what your name means. eg. We use AmsNET which is for Accommodation Management Systems NETwork.
2. Positioning. Place yourself in a particular market niche that is not being addressed successfully by others close by. Look at what others are doing and then do it better or differently. Don't be a copycat. Be a leader!
3. Associate a colour with your business. Internally and on your stationery. Staff uniforms, serviettes etc. Externally, on your main sign. If you are in a chain, then make sure your colours reflect the chain colours.
4. Develop a company personality that is conveyed in your advertisements and promotions. Always state the truth. Understate rather than overstate. If you are asked about the opposition products, it is better to say you cannot comment on them as you have not sampled their hospitality. Never run down an opposition company!
5. Develop a Company Logo that means who you are and what you are. Look at how you want your guests to perceive your business. There are ideas that appeal to the subconscious. If you can get them into your logo, then its worth a goldmine.
6. Develop a Theme. That is, a set of words that best describes your business. Pick a theme you can live with for a long time. Your theme should be 'Your Unique Selling Proposition'. Look at what you do that is different to the opposition and capitalise on that.
7. Packaging your product. This covers quite a lot, from the staff attitudes to the layout of your office, the parking and individual unit fit-out and layout. Ask questions of your guests on how to improve your package.
8. Decor. It's part of 7. Change the colours from bland to exciting. To colours that make things happen. If you are in the tropics, hot colours could be off-putting, while in cold areas it is probably exactly what you need.
9. Attire. Staff represent your business. Guests will develop attitudes about your business based on what the staff are wearing at work. In the front office, if you overdress you may seem to be off-putting. It is always best to be underdressed. People will always shop at their own level or below it, but rarely will they shop above their own perceived social level.
10. Pricing. Position your accommodation in the medium price range. If you are in the high range, you are in the low volume area. This could mean expensive advertising to compete, with low profits, if any at the end of the year. If you are in the low end, then you compete with the high volume, low margin competitors. Midway is safe.
11. Business Cards. This should show the benefits of doing business with you. Should be more than just your name, rank and serial number. It must show a promise. A suggestion is to make it double fold with your story on the back. Make your card worth keeping.
12. The Look and Feel of your stationery makes it a powerful marketing tool. Always use a good bond paper, possibly with an embossed surface. It costs a little extra, but it is worth the effort. White paper with black text and a highlight colour matching your decor is always elegant.
13. Inside Signs act as silent salespersons. They must be prominent enough to be noticed and small enough not to be overpowering. They should reflect the way you want to do business.
14. Outside Signs should be prominent, easily read and identifiable. If you are part of a chain, then that should be a feature. Too much text may take too long to read and your message misses it's mark.
15. Hours of Operation should be prominently displayed. You will lose a guest who turns up five minutes after your deadline. Include these times on all of your literature.
16. Phone Demeanor. How you answer the phone determines how callers will react. This will be detailed in our newsletter to our users along with expansion of every idea canvassed here.
17. Neatness. Messiness causes many a potential sale to be lost. If your front office looks a mess, guests will probably feel the rooms will not be much better. Keep it tidy at all times.
18. Location. If you are buying, leasing or building, then you must position your business where it is easily reached, seen and recognised. Look where the opposition is located, If you feel that you have something better to offer, then place yourself right alongside. Be where your guests can find you, or your advertising bills will soar.
19. Business Plan. It's your roadmap to the future. If you haven't written one down, then talk to your accountant soon. It is essential for future growth that you can budget for expansion. If you don't have one, how do you expect anyone else to understand what you wish to achieve.
20. Advertising. It is crucial to your survival. Develop a style that is remembered. Incorporate your company or chain logo. Discuss problems with your association, magazines. Tell them what you want to achieve. Whatever you do, don't put all of your advertising dollars in the one basket.
21. Distribution of your promotional material. How do you do it? Just on-site, or do you use other non competing businesses in your area. Join a local marketing group or form one. Local businesses supporting each other can be a winner.
22. Join a Club. The bigger the better. Get your message in their newsletter. Remember you could attract a lot of Friends and Rellies on weekends for weddings.
23. Functions. If you do not have a room large enough for functions, then talk to specialist function houses. Offer special packages to them to sell to their clients. You can do the same with leading photographic studios.
24. Service. Customers consider service or lack of it one of the four prime items that influence the decision to purchase. Service wins or loses clients. Make sure your service is always given with a smile. If you are charging for an extra service, always collect there and then. You may have trouble collecting later as the value of your service always diminishes with time.
25. Follow up. Always follow up your guests stay with a letter of thanks or even call them at night to see that they enjoyed their stay. A small note of appreciation to your guest will do wonders for your public relations. Always ask them to recommend a friend. Make a special offer for repeat business.
26. Customer Recourse. Always know what to do if your guest is not satisfied. Have a clear policy. Write it into your policy manual. If it is money back ,always find the cause for the complaint and ask the client what they would do in your situation. Whatever the problem.... fix it!
27. Community Involvement. Try to be a member of at least one organisation that is publicly involved. If you can't do that, then make certain that you donate where possibly to worthwhile charities. Let your guests know the charity your business supports.
28. Tie ins with other businesses. If you are using other retailers in your area to distribute your brochures, then do the same for them. If you publish a newsletter, then give them advertising space in that. Make a special offer through them that has to be passed back to you. It is called third party promotion.
29. Have a Guest Comment Book. Some of the responses in these can be a goldmine. Use the better ones in your promotional material. However, have a small warning message, that lets the guests know that you may use their comments.
30. Special Awards. Offer special awards for the Nicest Child Guest, Mr. Personality, Mrs or Miss Charm. Give these freely to your guests. If you can't do it immediately, then post it to the guest within two weeks of their stay. It makes great public relations.
31. Press Releases. If your business has won awards, have it featured in the local newspaper. Then have reprints made to post to your enquiries. Don't be shy about your accomplishments.
32. Smiles. Freely distribute these amongst your guests. Always begin and end your conversation with a smile. Remember that a smile costs nothing but gives enormous rewards.
33. Greetings. The way you say Hello or Goodbye will offer chances to be remembered. Be friendly, courteous and helpful without being servile. NEVER give a compliment that is not genuine. However, if you can find something about a guest that you consider worthy of compliment... tell them. It might be their clothes, their hairstyle, their demeanor. Whatever it is, be genuine.
34. Contact Time. Use this effectively to tell about your product or package. Everybody has needs. Make sure you ask enough questions to find out your guests needs. Then tell them your solution. How this package will fill their needs. Solve their problem.
35. Sales Training. Make sure your staff and yourself attend seminars as many as possible. It is tax deductible as well.
36. Sales Presentations. You cannot ever forget, that your receptionist is a salesperson. They are your front line. Have them trained to use the same phrases over and over until it becomes natural sounding. Write scripts and sound them out aloud. Try them out on yourselves. Don't talk yourself out of a sale. Keep testing the guest. "Is this the type of room you would like?" "Is this within your price range?" " Would you like an extra jug of milk?"
37. Refreshments. If you offer extra coffee or tea making facilities in your lounge area, make sure it is presented immaculately.
38. Deodorants. Some rooms have the smell of a thousand guests, masked by a low cost deodorant. Do you air the rooms daily and use a non irritant or non-allergenic deodorant? The first impression a guest has is the look. The next is the smell. Make sure your rooms always smell fresh and sweet.
39. Club Membership. If you are member of a club, then make sure that every member knows your business and location. Use their Circles of Influence. Every person has at least ten more people they'll tell about you. Good or bad!
40. Team Sponsorship. If you can sponsor a sporting team then be in it. Make sure it is a high profile team and make sure any press releases about it carry your name.
41. Word of Mouth advertising is always the best. Get as much as you can by giving more service than the customer expects.
42. Circulars. Always have a good range available for distribution. These days it is economical to print your own with Desktop Publishing and Laser Printers. Your local computer dealer can supply, install and train you on how to produce your own.
43. FOC's. How many Free of Charge Guests do you have? Whatever, increase it!. Ask all the presidents or secretaries of your local clubs to a free Dinner or Wine Tasting. Get them talking about how great your business is. They will tell their members who will recommend you to out of town guests. Get the good word passed around.
44. Column in your local newspaper or trade magazine. Try to get one published on a continuing basis. You'll become recognised as the expert. However, be careful. If you push your barrow too hard, the publishers will stop it. Make it educational.
45. Seminars and Lectures. If you have a lecture room and you make it available for hire, then make sure your and any associated businesses have their brochures on display for attendees to pick up.
46. Books and Articles. If your business caters for special events, then either you or one of your staff should write a special booklet about the event and publish it. Sell it for a nominal fee to cover costs. Remember that it is a marketing tool to make your business memorable and to bring back more business.
47. Phone on Hold Marketing. Do not use the local radio station. It may be playing an ad from your opposition. Have your own special message and style.
48. Booths and Trade Shows. Go to exhibitions that relate to your business. Take or share a stall with a non competitor. Gather names of prospects. Prepare your follow up letter beforehand, then mailmerge them with your new prospect list from the show. Do it fast before the client's desire wanes.
49. Contests and Sweepstakes. Offer free accommodation during your slack times as a prize to a specific promotion. Or buy one get one free. Or better still, buy one night and get the second for just $1. Sure it is discounting, but isn't it better than saying 50% off?
50. Get access to other vendors products. If you run a newsletter, then it makes sense to promote other businesses in other areas. Make the booking and pass it on in return for them doing likewise.
51. Goods on consignment. If you have a kiosk, then try to get other retailers goods that fit in with your line. They own the stock and pay you a commission on the sale. However, do it only on lines you feel comfortable with.
52. Acces co-operative advertising funds. If you are part of a chain and they offer co-op funds, use them to the limit. Keep copies of all ads that carry your and their logo so you can claim your rebate.
53. Research Study. Have a research group carry out a study on your behalf to see what the public expects of your business. Remember that the public expectation is the reality.
54. Newspaper Display Ads. These must work immediately. Use them for special offers or limited promotions.
55. Classified Ads. Little ads can work wonders. Run a number at the one time. The response could be higher than a display ad costing a lot more.
56. Magazine Ads. Always use these to establish credibility for your business. They are used to condition the mind of your prospect over a longer period.
57. Yellow Pages. Here is where your "Unique Selling Proposition" must work for you. Do not use name, rank and serial number type of ad. It will do nothing for you. You must offer a unique benefit.
58. Catalog. When you have several thousand names of guests on your database, consider producing your own colour catalog. List all of your packages. Have the prices on a special insert. This way you can change your offer when mailing to specific groups and it will lengthen the useful life of your catalog.
59. Newsletter. If you produce your own newsletter, then it must be mailed regularly with news of interest to your clients.
60. Inserts. Use low cost flyers in local newspapers to test a special promotion at low cost. Keep track of responses and sales. If it is successful, then expand to other areas.
61. Billboards or Roadside Hoardings. These need only your name, distance and promise. Motorists flying past at 100k do not have time to read the fine detail. You have around 2 seconds to get your message across. Make it work.
62. Repetition. In all advertising, repetition places your name in the subconscious mind of your prospect. Do it long enough and you can capture the market. 3 smaller billboards work better than one large one.
63. Postcards. If you are in a destination town, then your own postcards can work for you. Sell them to your guests to send a message back home. Better still, have several in each unit for the guest to use.
64. Balloons or Blimps. These marketing tools have come into their own for real estate firms. If your location is difficult, then a tethered blimp could mean the difference in your guests finding you.
65. Promotional Specialties. Items like key-rings, pens, mugs etc, can be purchased in quantity from firms specialising in promotional items. Use them as give aways to be remembered. If they are not good quality they won't stand the test of time.
66. Posters. If you can place unusual posters promoting your business in other non competing businesses like restaurants, you have a captive market while people are eating.
67. Telemarketing. Prepare good scripts that attract the clients attention. Follow this with an offer that is unique to your business. Try to get a deposit there and then. If you have to forward a follow up brochure, make certain that it done.
68. Take-A-Card business displays. Have your card in one if it is in a location where your client is likely to frequent. Have a special offer of the back and limited by time. A couple of extra sales could pay for the printing.
69. Radio Commercials. These are usually 15 to 30 seconds. To be successful they must tie in with other promotions. They are usually sold as a number of time slots. Drive Time is the best.
70. Television Commercials. Unless you are filthy rich, use these for immediacy. Above all they must have impact to be remembered. Your name must be mentioned at least five times during the commercial to have any effect.
71. Gift Certificates. These are printed with a range of redeemable values to be used as giveaways at trade shows. Do not give to agents as they will use them indiscriminately and will lower your profit.
72. Agents. If you cannot travel to distant areas to do your own promotions, then paying a good agent is worthwhile. If your package can stand it, then offer an extra incentive to agents who work to fill your beds.
73. Gift Baskets or Gift Champagne. Use as giveaways to long stay guests as special thanks for their business. Have at least one item in the basket that carries your name. Have a winery produce a special label for you. Then every time you buy their product, they over label it for you.
74. The Human Bond. Work at establishing a strong bond with your guests. You can do this by giving awsome service and support.
75. Competiveness. Make yourself or one of your staff available to promote or use as many marketing opportunities as possible. Make your business more competitive than the competition by doing more for your guests. Then you do not have to compete on price.
76. Convenience. Make it as simple as possible for your prospect to become a guest. Don't put blocks in the way by stringent rules or extra forms to complete. Use the KISS principle. "Keep it simple, stupid!"
77. Speed. Guests resent being held up. Always acknowledge every guest that enters the reception or restaurant. If your receptionist is usually seated, then make certain she/he has a good view of the desk and front door.
78. Reputation. If you develop a bad reputation, the guest will bad mouth you and never return. Worst still, nor will their friends. Develop and maintain an impeccable reputation. Always do what you say. Do not ever let a guest down.
79. Brand Name Awareness. Go with the strength. If the chain you are in is doing nothing for you, then change. Do not join an inferior group. They will pull you down to their level.
80. Specialise. If you can afford to develop a market niche, then go for it. If you can 'own' that market, then you can dictate prices to suit. Some motels are finding that the bus tours catering for the over 55's are great for business. If you can get some of that action, you could have your motel full on nights that are traditionally low.
81. Offers to Special Interest Groups. Look through the Clubs in the Yellow Pages. Not only in town but in more distant areas. Make your special offer attractive to the club if more than a certain number book. You could offer to host a mini convention and give the guest speaker free accommodation. You'll solve one of their problems immediately.
82. Enthusiasm. Make certain that you and your staff do everything with enthusiasm. This will always guarantee that everyone will do their best. If you are not enthusiastic about doing something, then don't do it, as you will fail!
83. Confidence. If you and your staff have been fully trained in presentation and product knowledge, then you will have the confidence to carry out the task correctly. Without confidence, you will find your guests backing off or being hesitant about making a committment.
84. Client Mailing Database. It is part of your roadmap to the future. If you don't keep your guests on file and contact them regularly, you could be missing out on a large potential profit. The more you use it, the higher your income.
85. Direct Mail. This is a skill that must be acquired. If you do not have the time, then engage someone who does. DM is a complex subject that requires a good understanding of the principles to be successful.
86. Satisfied Guests. These persons will always give you a testimonial if you ask. Use their name when mailing to their club or group.
87. Attitude. Yours and your staff. Always have a positive attitude towards situations. There is always a way around. Compromise if necessary. Negative attitudes will pull you down and those around you. Don't let the team down.
88. Problems. Talk these over with a close friend or business associates. For more serious problems concerning legal liabilities, contact the your association for advice.
89. Punctuality. If you or your staff have promised to deliver goods or service at a specified time, then do your hardest to make sure the obligation is met. If you cannot meet it then call the guest and tell them. It lets them know what is going on and soothes their mind.
90. Promises. How many time have you been promised something and it hasn't eventuated? Did you feel let down? Swore under your breath that you would never use that person again? Here's a tip. Never promise something you cannot deliver on time. Always give yourself an out, just in case. Get the guests phone number and tell them you will call. And make certain that you do!
91. Truth. An absolute must. Your colleagues will respect you, your creditors will like you, your guests will love you. And you can sleep at night without worry.
92. Keep an eye on your time not on your watch. If you don't plan your day, you will find yourself snowed under with minor detail. Set certain times to do certain jobs and deviate only in exceptional circumstances.
93. Small messages, great results. The average person in their life buys around 15 cars. Never have I received a letter of thanks from a car salesperson. Short notes like "I want you to know how much we appreciated your stay." Or "You told me about your upcoming wedding. We wish you all the best." Common courtesy that is so lacking in most business dealings can be enahnced by personal notes.94. Create your own Club. If you offer special activities, then make as many guests as possible members of your club. Offer special rates for return stays, or free breakfast with overnight accommodation. Keep them up to date will regular newsletters.
95. A letter from the Boss. Once the boss attaches his/her personality to the proposition the prospect stops reacting to the proposition and starts reacting to the personality. Make yourself available to sign promotional mailers.
96. Knowledge. Knowing something about your guest is as important as knowing everything about your business. Try to get one bit of information on which you can build a long term relationship. A wedding anniversary, a trip to Europe, their stamp collection. Whatever it is, use in in your personal correspondence to the guest.
97. Value. It is a fact that it's not how much you think it's worth, it's how much your guests think it's worth. If you are overpriced for your area or market, then you will be missing out. If your guests keep telling you how great a bargain your package was, then you are too low in price. The answers are there for the asking.
98. Four things to build a successful business. a. Find the capital. b. Pick the location. c. Hire key people to do the job. d. Know when to get to hell out of their way. The last one is the toughest. You must create the right environment that brings out the best in your staff. You must have leadership. You must give them recognition for a job well done and show them a better way if needed. You need to be available for staff to air their problems. You need to be working on your business and not in it.
99. It isn't the people you fire that make your life miserable, it's the people you don't! You'll probably say 'Amen' to that. But it is true. If you have an employee who is making life for you or your staff miserable, do everyone a favour and fire them. However, with IR laws in place, you'll need to give them written notice of intent first. Talk to your association and they will point you to a person who can help.
100. I'll take care of it! The greatest guest relaxer of the lot. If your guest requests something or has a problem, just tell them "I'll take care of it." Then make dammed certain you do. It's a promise and you know what broken promises do.
101. Internet marketing. Chose a web developer who knows marketing. Many of today's web designers are great at designing sites but do they sell? It is of vital importance that the following are adhered to.
(a) Your website MUST open within 5 seconds or your client will click elsewhere.
(b) Your opening page MUST be interesting and have links to other pages with the detail.
(c) You must have either a simple email to book form or more importantly these days the ability for the guest to view your business, get a quote and make the reservation while on line. We recommend Resonline and link directly to it.
The information on this page is copyright© 1986 by Neville Wright who can be contacted at Accommodation Management Systems on 07 5424 2733.
Acknowledgments are made to Harvey Mackay for his book "Swim with the Sharks" and Jay Conrad Levinson for "Guerilla Marketing Attack." Ideal books for all marketers to have.
Extra copies of this newsletter and other free marketing information are obtainable on request by emailing