Traditional Marketing Basics
We all know what traditional marketing is due to the constant spamming of mailers, newspaper ads, television ads, radio ads etc. How effective are they any more? Branding your product name or corporate identity is still a very strong marketing strategy but how does this play a role for your hotel business? Of course you have the option of sending out mailers if you have a list of past customers. You could always put up an ad in the newspaper, but that really isn't targeted traffic. Then there is local television and radio marketing, which costs a ton and you'll most likely not get a great return on your investment. Why is traditional marketing not as effective compared to the way it use to be?
When you look at the huge companies that have been around for the last 50 years, they have traditionally used old marketing techniques to bring up their corporate identity such as Apple computers, IBM, Mc Donalds, Johnson & Johnson, etc. If you look at other huge companies that have only been out in the much more recent years such as Google, Yahoo, Amazon, Ebay, etc. you'll notice a huge difference in their marketing campaign. Predominately the newer companies rely heavily on online marketing. PPC (pay-per-click), Adsense, SEO, banner ads, spam, blogging, article submission, etc. are all forms of online marketing that hasn't really been tapped in the hospitality industry. The number one thing that a hotel can do to stay on top of the online market is to make sure they are ranking in the top spots organically through SEO.
Where are you?
Obviously having a website would be the first step. Now having a corporate website vs. your own website are two different things. For one you can not optimize your corporate website as they will not allow for you to do so. You also have no control over what content is being provided on a corporate website. For this reason alone it's imperative that you have a separate website. This will also be your safety net should you decide to leave your brand. So when I asked where are you, you should now have made the decision to get your own website and make an online presence. Websites range in pricing from moderate to expensive but for now a simple website would suite your property well. It's really the optimization that you should be focusing on. The age of your domain name also plays a role in your SEO efforts so you should get started as soon as possible. The sooner that you start the sooner you may reap the rewards from online marketing.