ebedandbreakfast.net

Promotion and Advertising

Promotion and advertising are the keys to letting the public know your facility exists. No single product will appeal to every individual, so establishing your business requires a certain amount of personal selling combined with different promotional tools which will "get the word out." Be very discriminating about the dollars you spend on marketing. Identify the promotional tool which will reach the largest number of your market to let them know exactly what you have to offer.

Brochure Development

A brochure advertising your operation will be the most important promotional item you can use to build awareness of your B&B operation. It does not need to be expensive if you keep it simple. Select images and words that will represent your B&B in an accurate and inviting manner. Obtain as many brochures as possible from other B&B operators, particularly those in your area. Study them carefully and determine which type appeals to you.

The brochure that you develop should be as informative as possible, without appearing cluttered and distracting. The information should be clear and concise. Make sure you have several people read and review it so you have several opinions on its clarity.

As a general rule, the basic brochure should contain:

Address of facility and names of hosts
Phone numbers (toll-free, if available)
Details about facilities and rates
Reservation procedures (credit cards accepted)
List of attractions nearby.
Map of your location.
Addresses of visitor bureaus or chambers of commerce (where more
information may be obtained about attractions in your area).

The brochure can be distributed locally to hospitals, nursing homes, area chambers of commerce, restaurants, area convention and visitor bureaus, regional tourism offices, travel information centers and airports. (The appendix will give you potential sources in Virginia where you may want to distribute your brochures.) For wider exposure (outside your locality) consider distributing the brochure in adjacent counties and states where your potential guests might live.

You may eventually begin a direct-mail campaign with your brochure. The business and reference sections of university and public libraries maintain informational resources which can assist you in identifying residences and interests of the people in your target market.

Public Relations and Personal Selling Program

Building strong credibility within the community will also help promote your B&B. Many guests are referred by people living in your area. Local residents and businesses like to recommend places that are an asset or a unique feature of their community. If they believe you are well prepared to offer a pleasant experience, they will recommend your business. Your community public relations and personal selling program may include the following:

Make local residents aware that you are offering B&B accommodations. This can be an excellent source of referral business, particularly in smaller communities.
Support community programs. Become a member of the chamber of commerce, better business bureau, local merchant's association and the nearest convention and visitors bureau. Volunteer to give presentations on the B&B business at local clubs and community gatherings. Explore advertising in annual or seasonal mailings. Request permission to display your brochures. Become active in civic and community groups and offer your B&B as a meeting place to build rapport and cooperation with the community.
Work with community, regional and state support groups to develop tourism. Help develop promotional literature on the history, seasonal events, and unique features of your community. Be sure to contact the regional tourism organization in your area and the Virginia Division of Tourism. Make sure you are listed on regional and state tourism publications which list lodging information.
Work with the state and local visitor centers: Contact the Virginia Division of Tourism for approval of your brochure and advice on distribution to the state centers. A minimum of 500 brochures will be required for display in the state centers. Make sure all state and local visitor centers have an adequate supply of your brochures. Investigate the services offered by these centers and use them to promote your business.
Work with touring organizations in your area. You may offer tours of your facility in conjunction with decorator show tours, open house tours, seasonal tours, etc. Contact your chamber of commerce to determine if other local businesses are involved in this type of public relations.
Market your B&B through the local press. Send regular news releases to area newspapers and radio and television stations. Give guest TV and radio appearances describing the amenities of your B&B. Consider hiring a freelance writer to develop articles for submission to regional newspapers. Some newspapers have a weekly calendar and/or tourism section which lists the area's lodging accommodations. Finally, develop a press kit including: a black and white photograph, a brief history, and a description of your B&B to give to newspaper reporters and freelance writers. Some regional and local papers may do a human interest feature about your facility which will provide local publicity.
Visit large companies, manufacturing plants, and regional offices in your area to personally meet their executives. Make them aware that you are in business and can provide quality accommodations for incoming executives or a peaceful conference "get-away" for business meetings. Identify key executive secretaries who are responsible for making reservations for business travelers. You may also want to consider establishing a program for key secretaries, offering a bonus program as an incentive for bookings. Maintain your relationship with these contacts because they are your best bet for weekday and repeat business.
Send out a special holiday gift or card to your business contacts with an invitation to spend the night to see what the property offers to the business traveler. This enables these persons to confidently recommend a now familiar property.
Cooperate with area businesses. Make personal sales calls to business people, especially restaurant managers, plant managers, personnel directors, stores, purchasing agents, real estate salespeople, gas stations and convenience stores. Follow up each visit with a personal letter. Ask them to stock your brochures as well. Local word-of-mouth referrals are a solid way to attract guests at little or no cost.
Contact private citizens and community leaders. Read the local newspaper carefully and make personal calls to local people holding family reunions, weddings, confirmations, bar mitzvahs, and other events where out-of-town guests may be involved. Send out letters of congratulation concerning awards, promotions and accomplishments to keep your business profit high among community leaders.
Participate in community events. Keep abreast of activities and events in the community, particularly where these activities generate visitor traffic. For example, if an annual sporting event takes place in the community, contact the organizers and request that your facility be listed in their promotional literature as an alternate accommodation.
Answer inquiries promptly. People who make inquiries are your most promising potential customers. Such inquiries should be answered promptly and with the information requested. You should make it easy for those who inquire to make a reservation by including a phone number they can call or a self-addressed, stamped reservation form.