B&B Marketing In a Recession
You will recall that I mentioned in Recession Marketing Rule #1 that you must not discount and I demonstrated why going in that direction lies the route to your business becoming unviable. Discounting is not sustainable. it may ultimately have a limited place in your marketing plan but not I suggest yet.
Instead of discounting why not try adding value?
Can you do something like the below, if you can you will I believe satisfy more of your clients desires and not be significantly out of pocket?
An example of what I propose, 2 B&B's located near to each other both similarly prices and offering a similar product.
B&B A determines to follow the discounted road so they will appear be cheaper than B&B B. They are working under the impression that 'price is paramount' in the eyes of their potential customers. Some customers will respond to this pricing structure and believe they are getting a good deal because where they are proposing to stay are offering a discount without being asked.
There is a place in the market for being the cheapest but it is not I think in the B&B market place. Rather B&B clients want a smaller more homely venue in which to stay, more realistically priced that a 4 Star Hotel, offering quality in a location they want to visit.
B&B B thinks that pricing whilst important is not the ultimate decision maker/breaker that B&B A thinks it is. They do however have to compete, so what will hey use to induce people to come and stay with them? 'add ons' is the answer.
From their knowledge of the area B&B B know that most of their clients will visit a local attraction whist staying. There are perhaps 4/5 most popular ones in the area. They make contact with these attractions and ask for a special rate for their clients who wish to visit that attraction. (They may have to produce a voucher from their B&B) They promote the one to their clients that offers the best deal (but not exclusively). It doesn't have to be the cheapest it might offer B&B B clients a special offer such as a pot of tea and a muffin or a discount voucher to spend in the attraction souvenir shop before they depart. So here B&B B has added value to their clients stay.
Now where else can you go with this? Well lets think:
- A local restaurant offering something (free pudding, glass of wine, etc) to your client
- A local taxi service offers only to send their best car or a promised 5 minute response time for your clients (travel swiftly in style)
- A local souvenir shop offers a discount (could be cash only, or when you spend £10 or more you get 10% off)
- A local Garden Centre offers a free plant (when a purchase of over X£ is made).
- A local pub or bar offers the first drink on the house.
I am sure you can think of other suppliers with whom you can work in your area.
When it come to promoting your 'add ons' you can if you must feature them as a discount if you must/wish. So:
An average of XX (£or%) discount when you stay at our B&B on your whole holiday experience!
Just work out the saving on all your deals and you will have a value to put in the XX in the offer line above. Or you could list all the benefits your clients will receive when they stay with you in your sales copy.
- Discounted attraction entry.
- Free drinks.
- Free souvenir plant to take home.
- etc etc.
Finally will it work? Well it has and does for me and I am not limited to those items above, although I have used them all, I am constantly seeking mutually beneficial working partnerships.