Editorial Board   Guest Author

Mr. Catlette

Bill Catlette

Co-Founder, Contented Cow Partners, LLC

Bill Catlette is an author, leadership trainer, speaker, and human resources consultant with 35 years' experience helping build highly successful organizations. He is co-author of Contented Cows Give Better Milk: The Plain Truth About Employee Relations and Your Bottom Line; Contented Cows MOOve Faster: How Good Leaders Get People to Put More OOMPH! into their Work; and the new book, Rebooting Leadership: Practical Lessons for Frontline Leaders (and their Bosses) in the New World. Mr. Catlette earned a Bachelor of Business Administration degree from the University of Miami, in Coral Gables, Florida, and immediately embarked on a career that has included a variety of Human Resource management and executive roles in some well known and highly regarded service distribution firms. His corporate ports of call have included Genuine Parts Company, the Atlanta-based distribution arm of NAPA; Automatic Data Processing, where he served as the company's Corporate Manager of Employee Relations; and FedEx, beginning in the company's early years. While there, as a Managing Director, he and his staff were responsible for developing many of the Human Resource programs which enabled that company to become recognized as one of the nation's 5 Best Managed Companies (Forbes Magazine), one of the 100 Best Companies in America to Work For, and, without question, one of the true "world class" service organizations. Upon leaving FedEx in 1989, Mr. Catlette founded The Westar Group, a human resource consulting firm which concentrates primarily on the areas of Employee Relations, Teamwork, Leadership Development, and Business Strategy. In 1996, Mr. Catlette and Richard Hadden formed Contented Cow Partners, LLC. Since then, the firm has served more than 300 organizations in numerous industries, by delivering customized keynote addresses, corporate leadership training, and employee engagement surveys. Mr. Catlette has written articles for, or his work has been featured in, many publications, including numerous professional association journals, The Wall Street Journal, Business Week, Entrepreneur, Inc., and Workforce Management. He is a frequent contributor to Workforce Online. His firm's website is ContentedCows.com.

Mr. Catlette can be contacted at Bill@ContentedCows.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.