Barron Canyon Bed and Breakfast (BCBB):

Marketing Initiatives

Prepared By: Ted Morton, Nelson Rosien, Jessie McKay

Overview

►Current Position

►Situation Analysis/SWOT Analysis

►Future Position

►Recommendations

►Implementations

►Conclusion

Current Position

► Medium Sized – B & B

►Current Target Market =

Mid-centric consumers

40-70 yrs old

Couple/Married/Family

►Defined Through CRM

►Additional Activities = Better Value Proposition

Current Position

BCBB

SITUATIONAL/SWOT ANALYSIS

1) Location – to trans Canada

highway, to Algonquin, to town,

to outfitters, general property

setting

2) Owner’s

are

employees

3) Day

Trips

STRENGTHS

SITUATIONAL/SWOT ANALYSIS

BCBB

Google Maps, (2010, April 1). Bed and breakfast Ottawa valley. Retrieved from http://maps.google.ca/maps?hl=en&q=Ottawa%20Valley%20Bed%20and%20Breakfasts&um=1&ie=UTF-8&sa=N&tab=wl

SITUATIONAL/SWOT ANALYSIS

USP/Value Proposition:

►Offer more than just Bed and Breakfast

►Additional Trips/Activities Increase Stay

►Why go somewhere else “We have it all”

►Consumers want to stay but need incentive

“it is expected that with the social/demographic change of aging baby boomer‟s the realistic nature of multi-day bed and breakfast will become more practical due to an increase in „free time‟ among participants.”

SITUATIONAL/SWOT ANALYSIS

Weaknesses:

►Mainly External

►Our „Place‟

►Societal Changes – aging demographic vs. distribution channel

►Promotion of product: Occupancy rates

712(person/night /period) occurs in July/Aug, the reciprocal of this is seen in Nov/Dec, with a mere 81(person/night/period)

SITUATIONAL/SWOT ANALYSIS

How to Cover:

►Control „place‟ and direction of promotion

►Promote at American/Ontario border

►Special Pricing Tactics

Target Market =

►Couples aged 40-75, families, multi-night travellers, income above 50,000$/yr, from the USA/eastern Ontario

SITUATIONAL/SWOT ANALYSIS

Access to Additional Outdoor Activities

Length of Stay1-5 Nights

1

2

3

4

5

*Note: Map is in relation to OVTA listed Bed and Breakfasts: Ottawa Valley Tourism Association, . (2010 , February 10). Accommodations: bed and breakfast (inn). Retrieved from http://www.ottawavalley.travel/Accommodations/Bed_and_Breakfasts_and_Inns/page-1.htm

Legend

1) Grey Gables Manor Inn2) Frontier Trails3) The Fans of Calabogie4) The Hobit Bed and Breakfast5) Barron Canyon Bed and Breakfast

Future Position

Then

Then

Future

Future

Recommendations/ Implementation

►Special pricing tactics: returning customers assume lower rate. Greater reduction for returning.

Specific times to take advantage in returning rate pricing means control in occupancy during low times.

► Improving advertisement quality and location: promote more to American‟s as if they commit to coming or are in the area

they are more susceptible to stay for extended period of time, value proposition is attained easier with out of region participants. On the other end of the scale, promoting single night getaways to local region can yield positive results by word of mouth to people coming to visit community. Web advertising with online booking, attend tradeshows.

► Improving ‘place’ distribution channel and overall distribution channel: obtainable by broadening horizons through special pricing tactics,

advertising to niche clients. Essentially reaching larger audience with target market.

Conclusion

Ultimately, through special pricing tactics, improved distribution and promotion pieces,

Barron Canyon Bed and Breakfast will become a modified B&B creating a new

want within the B&B market sector