One of the major reasons why most hotels and resorts don’t market effectively is that they are under the influence of marketing myths.
Who knows how these misleading ideas got started, but many of them have been around for decades. So before you start any marketing program, you first need to “clear the decks” of these marketing misconceptions.
Here are 5 marketing myths that you should not fall for:
1. People don’t read anymore.
The biggest myth in marketing is that people don’t read anymore or at least they won’t read lots of copy. The truth is, in fact, the opposite. In almost every case, long copy will out-pull short copy. Yes, in today’s world people’s attention span is short especially for things in which they have little to no interest. The key factor is interest.
2. The more the people who like your ad, website, landing page, or e-mail or video, the better your marketing!
Design your marketing to create response, not to please your owner, your staff, or your wife.
Graphic designers are not marketers. In fact, in many cases they have the opposite effect. Web designers are not marketers. And, if the truth be told, most ad agencies are not marketers. A nice way of explaining this is that most ad agencies are bored with simple approaches that work.
3. Reaching ten thousand people via social media or on a portal website is typically more effective in generating revenue than mailing to five hundred people who you know for a fact have a strong interest in one of your amenities and live in your market area.
Thousands of ad salespeople make a living on seducing golf courses, ski resorts, and beach hotels with large numbers. It boggles my mind when I talk to property owners looking for one hundred new meeting leads. They’re running ads statewide, even nationwide, in numerous glossy magazines or website portals that total three million “readers” when they are in fact looking for one hundred people willing to spend, say, $50,000 on a meeting. The theory is that a certain percentage of people who read your ad will respond. That, my friend, is simply not true.
4. You don’t want to exclude or offend anyone with your marketing.
Actually, that’s exactly what you want to do – exclude all those people who aren’t good prospects so you don’t waste any more time or money chasing them. When I say offend, I don’t mean you stand up and insult them. Think of it more in terms of how a Republican might react to a Democrat’s comments.
5. If all your competitors are doing it, you have to do it too just to compete.
The less you act like your competition, the quicker you will define your own position in the marketplace.
Read more about each of these marketing myths and how you can keep your marketing decisions from being influenced by these dangerous beliefs in the Hotel and Resort Marketing Bible.