Ms. Lutz

Social Media & PR

The Impact of Recession Marketing: Getting Creative With Less

By Didi Lutz, President, Didi Lutz PR

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:

Advertising.

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.

Social Media.

Investing in social networks is a fairly new concept and the jury is still out on how it is working for hospitality. Some say Facebook and Twitter work well, others say it has done nothing for them. Whatever your take on it is, your message will have a viral component to it, and therefore it will spread faster. Creating a page on a social network and maintaining it as often as possible will add value to your marketing effort, while making it very cost effective. The best part about social media, aside from the cost, is that you can collect feedback from your target market (fans, friends, connections) for free. Keeping the feedback loop open is very important in today's media market, and having that ability through social networks, enables you to evaluate and tweak your message as needed.

Public Relations!

The often forgotten and first-to-be-cut budget in most businesses during a recession, yet the only one that has the long term ability to maintain momentum and message credibility to the public. PR is the process of establishing and maintaining mutually beneficial relationships between an organization and its public. For each hotel, the term "public" refers to guests, media, community, local influencers, employees, and anyone else who affects the property. It is important to keep all of your publics informed with whatever you are doing, from something as small as a special rate or signature drink, to a non-profit initiative, new restaurant, or announcing a renovation. Creating and applying the right public relations tools (press kit, strategic plan, media relations, community relations, photography, etc.)

Create a blog.

A blog nowadays is a must for most websites. In order to keep ahead with internet rankings and SEO, blogs (as much as press releases) have the ability to start and control a conversation. Today, you can blog about anything; from Mother's Day brunch specials to the celebrity who just walked into your lobby. You'll be amazed how many people will stumble upon your blog, tell their friends about it and start posting comments (which you can approve to publish). A blog that is updated as often as possible (at least twice a week) is an effective communications tool that involves your guests and your community, at a low cost with maximum efficiency.

Mobile Marketing.

With cell phones and texting, now promotions can have immediate impact and a viral component to them. For example, if you have the capability to text to a certain area code, you can extend a particular rate or promotion that applies to them. If the receipient of the text can use the promotion, great. If not, they will either delete the text or forward it to a friend who might. Mobile marketing can be a very effective promotional tool, and its resources and offerings are increasing continuously.

These are only some of tactics to use during a recession to help boost your customer base and your business. The important thing to remember during a recession, is not to panic and react. Have a plan ready, be proactive and invest your dollars wisely.

It may not make sense to stretch an already deflated marketing budget to try out various marketing/communications tactics and solutions. Research each one and align it with the goals you have set for your hotel. Be as specific as possible, and thoroughly examine each one. PR may work much better for instance, because it has such a long shelf life. Or, social media might work because your property speaks to a trendy and younger audience. Once you have determined the best course of action, invest in that solution and support it fully until you have given it a real shot. Investing a little bit in everything to see which will work is usually the wrong approach, because you end up with no results, since the effort isn't working to its full potential.

While a downturn makes all of us concerned about the future of our business, planning effectively without panicking and cutting spending the wrong areas will help fight the downward spiral of losing revenue. Invest in the right marketing and media will increase your exposure, and once the economy bounces back, your property will surely be ahead of the pack.

Didi Lutz is an internationally acclaimed hospitality public relations professional specializing in boutique hotels, luxury travel, destination and tourism communications. Prior to starting her own business in February 2005, Ms. Lutz was the Director of Communications for the Hotel Commonwealth, a 150-room luxury property in Boston. Within the first year of the Hotel Commonwealth's opening, she established the media relationship that led to worldwide recognition for the property as one of Ten Best New Business Hotels by Forbes.com. Ms. Lutz can be contacted at 561-628-7422 or didi.lutz@gmail.com Extended Bio...

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