How to Hit a Bull's Eye With the Right Target Market

By Debbie Bermont President, Source Communications | January 14, 2010

If you were to throw a dart at a dartboard, the demographic and psychographics of your target market would represent the outermost ring of the board. This means that if you are targeting all of your marketing and sales efforts using only demographic and psychographic information as your ideal market criteria, you will have a tough time hitting a bulls eye with any consistency. This translates into wasted time, money and resources marketing to the wrong people - a sure sign your property is out of alignment and you haven't correctly profiled your ideal customer.

Here are telltale signs that your property is out of alignment:

The alignment process is relatively easy to understand and apply but so often overlooked by many businesses. If requires four simple steps. Step one is determining your mission. Step two is determining your business values. Step three is determining your business philosophy and step four is profiling the demographics and psychographics of your ideal market.

Most businesses want to skip straight to step four without adding on steps one, two and three which is why a whole lot of money is spent going after the wrong folks. Your hotel property has a specific mission, values and style and philosophy. Those people who appreciate your style and personality and align with your values, your mission and your business philosophy ...and who fit your demographic and psychographic profile are your ideal customer.

The most important thing you can do to ensure that all of sales and marketing efforts are focused solely on attracting only your ideal customer is to put your business into alignment. Let's break the alignment process down step by step.

Step One: Define your mission

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Jonathan Barsky
Ann Brown
Andy Kinard
Christine Samsel
Michael Schubach
Kevin Batters
Richard D. Hanks
Robert Trainor
Jeff Slye
Jeff Guaracino
Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.