Posts Tagged ‘ Marketing

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 Often these lists are outdated – I’ve seen lists with 35mm slide projectors and laser disc players.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”.

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My Banana Has a Web Site

Yup. It does. See for yourself: www.ChiquitaChampions.com. Chiquita is working to associate – to make you associate their product with sports achievement.

My question is, hotel restaurant managers, GM’s, F&B Directors, et al: do you? Have a web site? For your restaurant? And for your bar if it’s a separate concept?

Many have “preached” for years that to be successful, a hotel restaurant must be deemed separate from the hotel, an independent entity. In fact many hotels have a truly independent restaurant operated by a separate company, sometimes a high-profile brand or chef, and to me that seems to work well. Most hotels don’t have the right location or the ability to invest in a high profile third party operation, and/or they prefer to operate F&B themselves for sound reasons. In these cases, the majority of hotel restaurants and bars make attempts to separate their concept(s) visually or functionally: individual name, logo, trade dress; separate entrance; separate phone number; reservations through OpenTable, etc.

So, why not create separate identity in the easiest of all ways: through an independent web site? The data on this is compelling.

As far back as 2007 AIS Media reported that more than half of American consumers look at a restaurant’s web site prior to dining. I’ve seen research more recently suggesting that two-thirds of consumers look at restaurant or bar web sites before they visit. Perhaps surprisingly, the numbers are similar for Boomers and Millennials. Most-often looked at? Menus. At the NRA show in May, Yelp!’s VP for business development stated that the average Yelp! user looks at three sites before selecting a restaurant.

I should mention that there is no data on the percentage of Millennials or Boomers checking the internet prior to purchasing bananas.

And now for a little GVC “research”. Not enough for statistical validity perhaps, but maybe interesting? During a virtual visit to a medium-sized market I looked at the top ten (of 415 reviewed) restaurants on Yelp! Nine had web sites. Then I looked at the bottom ten: only 5 had web sites. Maybe part of the formula for being a top restaurant is maintaining contact with your customer?

OK, more. All ten of the top ten had pictures posted on Yelp!, while half of the bottom ten had posted pictures. Of those who had pictures: top ten restaurants averaged 3 pictures per store, bottom ten 1.2.

And now for hotels. Same market. Eight hotels had 17 different restaurants or bars. Only 3 of the 17 had independent sites.  To their credit, more than a third of the hotel sites had their menus posted.

So, now what? Well, the cost of creating a dedicated restaurant web site is lower than ever. A company at the NRA was charging $1,200. Four others I’ve spoken with will create one for $1,000 – $3,000. These lower-cost sites use templates, but can be made to look fine and serve you well. A few more dollars for SEO accompanied by some strategic social media activity and supported by a social media “champion” within your hotel will get you in the game.

Oh, and we need more research on banana-buying and the Internet.

Those are my thoughts, let me know yours.

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