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Hotelier / Supplier & PlannerCommunications:

Do’s, Don'ts & Pet Peeves – And Viable Solutionswith Tim Brown, Partner, Meeting Sites Resource


Overview of Format and TopicOverview of Format and Topic

Webinar ModeratorFran Brasseux

Executive Vice President, HSMAI


HSMAI University Alliance PartnersHSMAI University Alliance Partners


POLL QUESTION #1POLL QUESTION #1How many people are participating in

this webinar at your location today?

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� 8 or more


TodayToday’’s Speaker s Speaker

� Tim Brown, Partner, Meeting Sites Resource


Goals For Today

� Understand trends & issues that impact Hotelier / Supplier and Planner Communications (and negotiations)

� Identify common communications pitfalls & how to avoid them

� Learn what planners value most in planner / supplier relationships

� Discuss strategies that create Points of Distinction and “Top of Mind” awareness (and pull you from the pack)

� Review specific communication strategies that “engage”customers and prospects in unique and personal ways


Adapting (And Responding) To Change – Marketplace Dynamics

Hotelier / Supplier / Planner career paths

Organizational downsizing

Meeting Planners “Doing More with Less”

More part-time planners

Increased outsourcing / third party buyers


Adapting (And Responding) To Change – Marketplace Dynamics

~continued ~

Mergers & acquisitions

Procurement departments

Sarbanes Oxley / industry compliance

Internet / technology tools

Social networking

Corporate responsibility / green initiatives

Meetings as Investments


“You have value when you meet customer’s needs. You can count on those needs changing and

because they do, you have to change the way you do business or your value will migrate to someone else…

at any given moment value is either flowing into your business, remaining stable or

flowing out of your business.”

~ Adrian Slywatky,

Author, Value Migration


Feature Focus: Hotel Planner Communications

� E-communications / websites

� RFP’s & Proposals

� Site inspections


E-Communications / WebsitesBig Picture GoalsBig Picture GoalsBig Picture GoalsBig Picture Goals

� Create awareness /brand recognition

� Direct traffic to your website

� Generate a response / action / discussion

� Accelerate the selling process

� Differentiate from competitors


E-Communications / WebsitesPlanner DislikesPlanner DislikesPlanner DislikesPlanner Dislikes

� Self serving E-letters

� E-blasts / frequency / lengthy content

� Multiple distribution of same E-promotion

� E-letters that require “action” to view

� Funny / sensational / long subject lines

� Emails with photos / graphics slowing download

� Websites that are not user-friendly

� Menus / meeting space / floor plans -print out incomplete or unreadable size


E-Communications StrategiesStrategiesStrategiesStrategies

� Personalize E-communications /create

familiarity

� Make E-communications “Reader Friendly”

� Get right to the point / heart of your message


E-Communications

Strategies Strategies Strategies Strategies - continued

� Subject lines:

� Smart & topical

� Lead with value proposition

� Keep to 45 characters or less

� DONDON’’T SHOUT T SHOUT / over use punctuation !!! (avoid spam filters)

� Place yourself on distribution database for all company E-communications

� Be clear & concise in your message / utilize bullet points


WebsiteStrategiesStrategiesStrategiesStrategies

� Easy and clear navigation – clear “call to action”

� Keep visitors on your site longer / coming back with interesting / updated content (articles, checklists, blog posts, etc.) …make it easy for them to share

� Engage the senses – include pictures, audio, video to communicate your message

� Go your website quarterly / view all pages / access & print key documents (verify contact information)


WebsiteStrategies Strategies Strategies Strategies ---- continued

� Continuous review / edits of E-communications & website – current information, grammar & spelling /new content

� Test all links and attachments

� Track results using web analytics tools

� Get planner feedback (and ideas on future topics and content)

� Expand your reach – LinkedIn, Twitter, Facebook, YouTube (with select website content / generate new traffic to website)


RFP’s & Proposal ProcessBig Picture GoalsBig Picture GoalsBig Picture GoalsBig Picture Goals

� Detailed needs assessment with customers

� Detailed RFP response / address key needs and issues

� Highlight points of distinction (your competitive advantage)

� Support information / select attachments or links

� Information planners can qualify & quantify


RFP’s & Proposal ProcessPlanner DislikesPlanner DislikesPlanner DislikesPlanner Dislikes

� Multi-page proposals

� Large blocks of promotional copy

� No links to website / menus / AV / Internet costs, pictures, etc.


RFP’s & Proposal ProcessPlanner Dislikes Planner Dislikes Planner Dislikes Planner Dislikes continuedcontinuedcontinuedcontinued

� Not enough budget information

� Room tax / miscellaneous local taxes

� F&B (tax & service charge)

� AV

� Internet

� Business center

� Resort fees / Inclusions

� Receiving unsolicited sales packets

� No location reference / area highlights

� Offering generic concessions


RFP’s & Proposal Process StrategiesStrategiesStrategiesStrategies

� Keep RFP response to 1 – 1½ pages with links

� Highlight key needs assessment components / your ability to achieve

� On-line RFP tools – targeted free text content

� Target select differentiators (what makes you unique)


RFP’s & Proposal Process Strategies Strategies Strategies Strategies continuedcontinuedcontinuedcontinued

� Determine concerns or challenges (real or perceived)

� Don’t present concessions package (unless you have specific requests)

� Briefly recap your model for success (shared vision)

� Make follow-up strategic – total focus on goals, expectations and your ability to achieve successful outcomes


Site InspectionsBig Picture GoalsBig Picture GoalsBig Picture GoalsBig Picture Goals

� Reconnect with customer / prospect & reset priorities & goals (they will change)

� Showcase your hotel or services and align with stated meeting criteria / goals

� Understand all elements of customer / prospect internal & external meeting needs / specific stake holders in decision process


Site InspectionsBig Picture Goals Big Picture Goals Big Picture Goals Big Picture Goals ---- continuedcontinuedcontinuedcontinued

� What other services / support do they need that you do not provide?

� Know who else is being considered / what is your unique value proposition

� Understand budget guidelines / focus on successful outcomes & ROI

� Engage customers in unique and emotional ways


Sign in the lobby of a Fortune 500 Company

Reminder-

“If you want to sell your product or service

to our company, be sure it is accompanied

by a PLAN, that will so help our business

that we will be more anxious to buy

than you are to sell.”


Site InspectionsPlanner Dislikes:Planner Dislikes:Planner Dislikes:Planner Dislikes:

� Hoteliers / suppliers unprepared for site inspection

� Different hotel/supplier contact conducts site inspection

� Does not review planner needs and expectations in advance

� Viewing empty space without vision of set-up options

� Showing space that does not apply to proposed meeting

� Not meeting key personnel – GM, CSM, AV, Chef, Security, etc.

� Lack of creativity & ““WOWWOW”” factor

� Not offering planner opportunity to experience hotel / facilities and amenities


Site Inspections StrategiesStrategiesStrategiesStrategies

� Recap needs assessment / meeting specifications, reset priorities & goals in advance / again on site

� Personally address the planner’s room accommodations and amenities

� If planner is arriving late, offer room service

� Know hot-buttons for planner and the group

� Get feedback if they have (or will) visit your competitors


Site Inspections

StrategiesStrategiesStrategiesStrategies continuedcontinuedcontinuedcontinued

� Understand top successes & shortcomings of last year’s meeting

� Introduce customer to key hotel personnel during the site

� Know (ask) who are key stakeholders in decision process (internal & external)

� Recap follow-up action items / final needs to close the deal

� If customer is NOT staying at your hotel / facility or having a meal, BE CREATIVE!


The Experience Economy(Pine & Gilmore)

� If you sell primarily on price, then you have become commoditized and have little or no true differentiation

� Create experiences that engage customers in a personal way

� A new economic era which every businessis a stage… “Goods are props… employeesare actors and companies must stagememorable events for which they charge admission.”

� Experiences become an economic offering when engaging customers in a unique and personal way


If goods are props…and services a stage…and employees actors,

then hoteliers /suppliers must get their “Act” together

and make site inspections memorable, engaging experiences.


The 5 CENT Rule

Regardless of how much time you have with a planner during a site inspection, “engage them”

with the Five CENTFive CENT RuleRule:


The New Definition of Value� Today’s meeting planners want / need information, ideas

and strategies that enhance their productivity and meeting outcomes

� This requires hoteliers / suppliers to shift from sales & service managers to “meeting consultants”

� Incorporate “meeting planning solutions” into

your communications plan

� Use internal / external resources for meaningful educational content

� Intellectual Capital : The sum everything that everyone in an

organization knows that gives it a competitive advantage

� Generate additional content from outside experts and highlights of industry trade publication articles

� When you help your customers and prospects succeed, you will succeed!


Questions?Questions?

� Tim Brown, Partner, Meeting Sites Resource


October 20 – Session 4 of the HSMAI U/ HotelNewsNow/Smith Travel series: Setting Your Market Sights – Chicago

November 5 – Social Media for Travel & TourismWith David Atkins, Principal, Digital DNA Infusion

November 10 – What’s Next in Sales & MarketingWith Cindy Novotny, Managing Partner, Master Connections Associates and a panel of sales & marketing professionals

Don’t miss these upcoming webinars:


And Don’t Miss HSMAI’s Digital Strategy for Travel Marketing & Distribution Conference, December 07, 2009 at The Wynn in Las Vegas

Held in conjunction with the HEDNA 2009 Winter Meeting, this session will help you set up the appropriate strategies and tactics to insure that you maximize your return in CRM, Digital Marketing, Distribution, eCommerce

and Revenue Management programs. You will leave this program with several tactics you can deploy right away as well as key thoughts for your 2010 and beyond business planning.

Register at www.hsmai.org


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TodayToday ’’s webinar is copyright 2009 by the Hospitality Sale s & Marketings webinar is copyright 2009 by the Hospitality Sale s & MarketingAssociation International with All Rights Reserved.Association International with All Rights Reserved.

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