Posts Tagged ‘ Hotel F&B

A-V: the Underappreciated Profit Center, Part I

Are you losing huge profit opportunities in meetings audio-visual and technology sales? Here are four questions for your consideration. We’ll look at two of these this week, and two others next week. 

  1. How is your audio-visual offering described on your web site?
  2. Do you have a marketing plan for selling audio-visual equipment?
  3. How do these offerings set you apart from your competitors?
  4. How important is audio-visual to your F&B profit picture?

I’m thinking that audio-visual equipment rental is something that gets little attention from most F&B Directors, at least until the projector light bulb burns out in the middle of a meeting and the A-V tech can’t be found.

So, let’s drill down a little on these four questions.

ONE. Look at your web site – does A-V get its “fair share”? Most of the hotel web sites I’ve looked at have descriptions that fall into one of three categories:

  1. A generic description of offerings and services, sometimes with a couple of examples. This is akin to having a restaurant’s web presence limited to a statement about how wonderful your food is, you’re sure to enjoy it, etc.
  2. A list of items. Often these lists are outdated – I’ve seen lists with 35mm slide projectors and laser disc players. Thinking about your restaurant again, would you put a simple list on your web site in lieu of a menu? “We have: hamburgers, steaks, salads, chicken, breakfast, soft drinks, desserts, wine, beer & cocktails”.
  3. A link to a third party. Many of the third party A-V (and other technology) companies have a very impressive array of equipment and offerings. Sharing this information with meeting planners is certainly appropriate. But wouldn’t you like share the information in the context of your hotel’s services? When I go to a site and (eventually) find the audio-visual information, if I just see a link, what I really get is the feeling that “hey, we’re busy, go bother the A-V company, but don’t worry we’ll talk again when it’s time to give you the bill”.

Read more

Post to Twitter