Whole courses are built upon just these principles of the marketing mix but for our purposes, we'll just highlight each and you can relate what they might mean to you in the bed and breakfast business. The traditional 4 "Ps" of marketing are:
- Product: What it is that you have to offer or sell or service to provide.
- Place: Your location, where the product or service will be sold. Considering distribution channels to help you sell. Who else can you work with?
- Promotion: The different techniques you will use to sell your service. ie: ads, coupons, special events.
- Price: How much will you charge? You must consider what your costs are and if your pricing will cover them. You may not make a living from the income from a small four bedroom B&B, but you certainly don't want to go in the hole.
- People: The lodging industry is a people industry. People are the reason why they exist -- to satisfy their needs and wants. Your customer (guest) is part of the experienced purchase.
- Packaging: Being customer-oriented. Find out what the customer wants and needs and then supply it satisfactorily.
- Programming: Also customer-oriented. These are the special things you can provide for guest to give extra added appeal to their stay. May also use to induce extra spending (cookbooks, craft articles, special weekend packages). All of these things can help alter the demand for your product/service.
- Partnership: Cooperative efforts among other B& Bs or other hospitality/tourism organizations. There is a great value in cooperation. Since we're all in the same boat, if we row together, we'll get the customer (guest) where he wants to be. Resulting in a satisfied customer (guest) and will more likely a return one.
Marketing Plans
Marketing takes a lot of effort. It cannot be done in a hurry because making assumptions without knowing the real facts can be catastrophic.
As with many other things, the old saying "the best laid plans may go astray" holds true with marketing. Plans are meant to change; they cannot stay static. Let's take a look at the basic steps in marketing to get you thinking as you start your planning process or perhaps make changes to decisions you've already made.
Planning
Here we want to ask, "Where are we now, and where would we like to be?" If you are to succeed you must be realistic and look at both your strengths and weaknesses. Some of the other information sheets will help you to do that.
Carrying Out
In this stage we ask, "How do we get there?" A market plan is key. It will act as our blueprint for action. You'll have to know the answers to these kinds of questions if you're going to seek a loan. These items will also be part of your business plan. Or, you can think of it as your road map. Use the map to make sure you get to the place you want to be.
Controlling
Here we ask, "How do we make sure we get there?" Simply having a plan doesn't mean you'll follow it or that it will succeed. There must be some checks and controls along the way. Allow time and ways to evaluate your plans. If a change is needed, you can adjust and then get on with where you want to be.
Measuring/Evaluating
We spend a lot of time putting our plans together but often fail to plan for any way to measure the results we're getting. We learn from both successes and mistakes. Evaluation -- yours and your guests' -- will help you answer the question, "How do we know if we got there?" From there, the cycle can begin again until you're satisfied with your planning and the results obtained.
This feature continues with more tips on how to market your bed and breakfast.
