Does Your Distribution Strategy Further Your Brand? Or Harm it?
By Drew Rosser VP of Business Development, Whiteboard Labs | January 27, 2012
Doesn't it feel good when you read or hear about a new promotion or discount on something, be it your local pizzeria for a two for one deal or some big discount on a flight to an area you frequent or a good deal at a great hotel and when you go to buy it all works out? When you call, everyone is in the know that you talk to at the establishment or central reservations office and the Web site spells everything out clearly and it all just works. Yippy!
Oh, but how many times has this euphoric feeling fallen short? Pizzeria..."dude I have no idea what you are talking about", airline..."I'm sorry that flight is not available for the times you need", hotel...promotion isn't available online, you call and the agent has no idea what that promotion is and cannot find it anywhere or it comes with so many restrictions that it is nearly impossible to actually book. Clearly there is a major disconnect between marketing, operations and execution of that marketing plan.
For any distribution strategy to truly be successful there needs to be a plan in place but also a methodology surrounding that plan that takes into consideration the method of communication, implementation of the strategy and execution. The best thought out marketing strategy will fall horribly short if there is no communication between the marketing department, revenue management and the operations/distribution team. All must be on the same page and have a clear understanding of what, when and how to make the plan a success.
There are two very basic but important marketing 101 items to consider when establishing a distribution strategy for your hotel or chain.
TRIM (target, receiver, impact, method)