Cross Channel Marketing Week 2

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Developing an In-house Coaching Library

People development or career planning is always a touchy subject for senior management in the hospitality sector. The usual answer I get is that “there is no money for “training” (which term I prefer to use for dogs!) - anyway people leave so it's a waste of money”. I can understand this reaction as the hospitality sector has always been very transient. My solution to this is to use online free resource, like TED videos, YouTube videos, webinars and slide presentations. So throughout this tutorial we will put together an inhouse programme for you and your staff- your own “coaching library”.

Introduction to Social Media

Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein also define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content."[1] Businesses also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

Some Fascinating Social Media Facts

Just click on the above link

Please file this page located on the right of this blog "pages" week 2 in the “training” folder, on your computer, which you should have opened as per Week 1 tutorial.

Cross Channel Marketing for Hospitality Week 1

Cross Channel Sales and Marketing Strategy - Week 1

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* Print out the work page to the right of this column under "pages" for Week 1

Open a file -print out this page, as some information needs to be written on it, which we will use at a later stage.

Gather all of your printed collateral into one place and review it for consistency of brand, updated info and contact details. Make changes for the next print run so that the same mistakes do not appear – for future printing add QR codes.

To design your QR code go to INVX All you have to do is type your info such as website URL into the box provided, decide on the colour scheme and size. Copy the QR code as an image file. This can then be given to your printer for inclusion on all future print material. Watch the demo to understand how QR codes may be used.

Open a folder on your computer with the above title “Cross Channel Sales and Marketing Strategy”. Open sub-folders; Social Media, Digital Media, Website, UserNames, Analysis, Training

What did you spend on sales and marketing in 2010?

What ROI (return on investment) did you get, e.g. for each €/$/£ spent – was it 2:1, 5:1. If you find it difficult to answer this don't feel alone! Take your ad and marketing spend – divide it into your nett turnover and work on that ratio for the moment. Not at all scientific but we will get there for 2011.

What will you spend on sales and marketing in 2011?

What ROI do you expect?

What is the Average Occupancy Rate for your peer group?

What is your Average Occupancy Rate?

What is the Average Room Rate for your peer group?

What is your Average Room Rate?

What is your Average Daily Rate for your peer group?

What is your Average Daily Rate?

What is your ADR, ARR, Occupancy forecast for 2011?

What is your budgeted turnover for 2011?

What is your nett projected profit/loss?

Ascertain if you have Google Analytics set up on your website. Go to your website → View → Page Source → Edit → Find ….. Google-Analytics. If you are not able to do this speak to your Webmaster and ask them to set it up for you if it is not already in place. View the Google Analytics Tour to understand it's importance.