Marketing Tips for Abbey Guest House
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@AbbeyGuestHouse October 2015
Transcript of Marketing Tips for Abbey Guest House
@AbbeyGuestHouse October 2015
ü Save time!ü Save money!ü Get more guests!
Unfortunately we don’t have enough time to figure out how to save time in everyday organisation.!But we believe with more guests and less costs, Abbey Guest House could on a mid-term basis hire one more employee, and therefore give additional time to Terry.!
[Abbey Guest House main issues]
[How to get more guests?]
A specific target to reach: !
People w/ impairments!
Guests mostly come to Abingdon because they have to.!
But once they came here, they know that Abbey Guest House is cosy and is a good
place to stay.!!
So why not make them aware of all they can do around the destination on week-ends? Or even
week-time for those who are retired?!
It’s well known that as there are not a lot of accommodations able to welcome correctly people with impairments, all the efforts and solutions that have been implemented in Abbey Guest House
represent a serious asset to communicate.!
Increase guests loyalty and repurchase rate:!
Valorising the destination!
What messages ? ü Simply present the Guest House and its solutions to welcome people with impairments.!ü Communicate specifically the solutions implemented for each type of impairments. !ü Emphasize on the destination you are part of: Oxfordshire, White Horse, Abingdon.!ü Eventually conceive special offers for past clients.!
How to communicate? ü It’s more information than really communication.!ü People with impairments seems to be an easy-to-reach target, and at no cost, if you
know how to generate word of mouth.!ü Videos and images surely are the best media to inform with.!
Where to communicate? ü It’s a community based communication, so one of the best ways to reach
the target must be social networks.!ü We have to find the specific networks to inform.!ü Your clients database is your first and most powerful marketing tool.!
[How to get more guests?]
[How to get more guests?]
Websites to send information to or to register:ü www.tourismforall.org.uk!
Maybe register for membership (35£/year –VAT Exempt) + enhanced entry on www.openbritain.net (£25/year + VAT)!ü www.disabledgo.com/ (blog + register to be in the list of places to go) !
([email protected], [email protected]) !ü accessibletourism.org (European Network) !
([email protected])!ü http://www.accessiblebritain.co.uk/ (register)!
[email protected]!ü http://www.whitehorsedc.gov.uk/!
[email protected] !ü Abingdon + regional media!ü www.bookgreener.com (register)!
1. Create an Excel spreadsheet with name of organisation + contact info!à30 min (one shot)!
2. Use it once a month or every 2 months to send ½ page information on what’s new at Abbey Guest House or what special event took or will take place.!Ex: 10 years anniversary; new equipment for impaired people.!à1h every time for writing + sending.!
>Specific networks
[How to get more guests?] >Social networks
How to be efficient using social networks?
1. Open a spread sheet and make a 3 to 6 months planning with:!• date!• subject (AGH global news / Disability / Destination)!• If relevant: page of your website you link to!• social network you should post on!
à 30 min!2. Open and organize a file with all the pictures / videos related to:!
• The guest house!• The various disabilities!• Clients experiences!• The destination!
à 1h (one shot) + 20 min every 2 weeks to gather new pictures!3. Respect the planning!
[How to get more guests?] >Twitter
A post on Twitter
It’s only 140 characters so you need to make it as short as possible :!ü Use #. Cf. list of key words provided in this document!ü As often as possible, join a picture (clic on the camera sign).!ü If posting any link, use www.bitly.com to shorten it and copy paste the short link.!ü Include Tweeter IDs of relevant target audience (cf. IDs provided in this document).!!Ex: “New #Mobility equipment tested today #AccessibleTravel @AccessibleB @WheelchairTravel @DisabledGo @Wctravelorg @tourismforalluk Come Visit!”!! With a picture of a client using the equipment.!
[How to get more guests?] >Twitter
Global access:ü @EUaccesstourism!ü @DisabledGo !ü @access4everyone!ü @Compassdis!ü @AccessAllRooms!ü @AccessNowGuides!ü @Travability!ü @Handiscovercom!ü @tourismforalluk!ü @AccessChamp!ü @DHorizons!ü @VE_Awards !ü @SensitiveTravel!ü @BrianMSeaman!ü @EcoWatch!ü @AccessibleB!ü @parability2!ü @DisabilityNow!
ü @DisabilityUK!
Mobility / older:ü @spinalinjuries!ü @RicaUK!ü @WCTravelOrg!ü @WheelchairTrav!ü @SurreyWheels4Al!!Others:ü @asthmauk!
Deaf:ü @deafnation!ü @DeafAction!
Tags to use in your tweets:ü #AccessibleTravel!ü #AccessTourism!ü #AccessibleHoliday!ü #AccessibleRoom!ü #Mobility!ü #VisualImpair!
ü #HearingImpair!ü #Abingdon!ü #Oxford!ü …!
Twitter accounts to communicate with:
1. Implement your Tweeter address in all corporate documents and communication, including confirmation reservation mails.!à30-45 min!
2. “Follow” all the Tweeter accounts mentioned on this page as well as any Tweeter account related to your destination.!à20 min!
3. Tweet twice a week relevant info to your target audience. !à5 min + 5 min / week!
4. When you’re tweeted at, “ReTweet” (RT) the post or add it to your favorites. !à1 min!
5. Once in a while, look for new relevant accounts to follow.!à10 min!
[How to get more guests?] >Facebook
A post on Facebook
The rules are mostly the same as Tweeter except that you have no characters limit. !!Must do:ü Introduce the subject by a “[#key word]”. !
If you always use the same ones, at the end one will be able to click on a key word and see all the posts related. !
ü Always put either a picture, a video or a link. I makes it more visual.!
[How to get more guests?] >Facebook
Facebook accounts to like:ü https://www.facebook.com/disabledgo !ü https://www.facebook.com/compassdisabilityservices?ref=hl!ü https://www.facebook.com/accessibletourism?fref=ts!ü https://www.facebook.com/TFAUK/!ü https://www.facebook.com/disabilityrightsuk?fref=ts!ü https://www.facebook.com/WhiteHorsePub?fref=ts!ü https://www.facebook.com/oxfordmail?fref=ts!ü https://www.facebook.com/OxfordshireGuardian !
ü Other Abingdon / Oxford tourism or catering actors. !
1. Implement you Facebook address in all corporate documents and communication, including confirmation reservation mails.!à30 min!
2. “Like” relevant Facebook accounts.!à20 min!
3. Post news dealing with your marketing strategy and target audience once a week.!à5 min / week!
Abbey Guest House should implement a quarterly bulletin to be sent by e-mail to its guests.!!Subjects to be mentioned in the newsletter:!ü News from Abingdon and around, special events and occasions coming up.!ü New @AbbeyGuestHouseü Calls to action: make a booking | share information!
It should remain very simple and short.!Eventually, if you feel like sending a bulletin more often, it’s of course better! But maximum once a month.!!NB: make sure to put all the mail addresses in “cci”…!!à1 to 2h (writing + sending the newsletter).!
[How to get more guests?] >Client database
[How to get more guests?] >Client database
Where to get the news from Abingdon and around? ü http://www.oxfordmail.co.uk/news/yourtown/abingdon/!ü http://www.abingdon.gov.uk/news#!ü http://www.oxfordshireguardian.co.uk/!ü http://www.oxfordshireguardian.co.uk/category/news-2/local-towns/abingdon/!ü http://www.whitehorsedc.gov.uk/!
!à Subscribe to newsletters : 15 min!
Contacts : Justine : +33 (0)6 19 92 35 02 | Mahery : +33 (0)6 99 02 62 82 [email protected] www.hopineo.org/en/ https://www.facebook.com/hopineo.org
Your Turn! ☺
In order to receive marketing tips designed for you regularly:!ü Join the group “Marketing Tips with Hopineo” on Facebookü Go to the “HopPlus” part of our website, on the marketing page.!
