Social Proof - The New Referral Engine

Is Your Product or Service Out Where the Customer Hangs Out?

By S. Lakshmi Narasimhan Founder, Ignite Insight LLC | November 01, 2015

Businesses strive to keep afloat by ensuring that the revenue graph does not undergo too many dips and falls. However, this is easier said than done. When the inexorable laws of the business cycle take over, not much can be done. This, however, does not stop businesses from an effort to make the dips shallower. This is done in one major way by garnering repeat business.

Repeat Business

Repeat business is an antidote to many revenue-based woes. For one, it ensures that customers are kept happy which is the reason why they come back.

Secondly, repeat business takes less effort on the part of businesses because customers have already bought into the products and services, which they offer and now patronize without much additional marketing. Finally, and this is where the bottom line effect can be seen, repeat business costs less since major additional marketing need not be unleashed.

It is the objective of most businesses to keep customers coming back. However, the key question is: how can repeat business strategy be executed effectively?

Traditional Referrals

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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.