This is a must for local directories!

by 19 replies
22
This is not my idea, it comes from Don Alm.

Thank you for sharing it!

I'm writing this thread because I need your help to make it real.

Basically I want to create a local directory aimed at tourists and maybe biz people. Everyone who stays in a hotel.

The directory will be mobile optimized.

In terms of traffic, Don Alm told me to print out a flyer to put in hotel rooms. Absolutely great strategy!

All I m wondering before I approach hotel is how to convince them to put this in all their rooms. Where s the best place to put it in the room?

All in all a very good strategy. You can sell featured space to restaurants in different categories, souvenirs, boutiques, taxi, car rental, art galleries, real estate... all depending on location.

But basically everything that has something to do with:

Eating
Going out
Shopping
Fun, activities

But what s in it for the hotel?

Thanks.
#offline marketing #directories #local
  • But what's in it for the hotel?

    You could offer a trade, maybe website design, SEO, social media management etc. Or free (featured) entry on your directory, or in your flyer.

    Just a couple fo thoughts.
  • Thing is flyers will be in all hotels in the area!

    So I cannot do all this for all hotels. Best thing is to feature them in the directory, but their competitors will be featured as well...

    Thanks'
  • hhmmmm....sounds like another "idea" that hasn't actually been tested.
    • [1] reply
    • I have actually exchanged some emails with Don regarding this idea and in this case, the guy actually does what he says and has actually implemented this concept.

      I am going to be doing something similar, except I'm planning on setting up displays with a business card size promotional card for hotel guests to take. The card has both my web address and a QR code for the mobile site (even if they decide to put the web address into their mobile browser instead, they will still be redirected to the mobile site).

      In my opinion, the hotels benefit in two ways:

      - It will help hotel guests find a good place to eat nearby

      - It will save the hotel staff a considerable amount of time from having to recommend different places, give directions or look up anything for the guest. They simply point them to my display, have them take a card and their off.

      Don't worry about magazines, pamphlets and other stuff hotels already have. Focus on what you have to offer and know that what you have has more value than any of those other guides. Sell those two benefits above to the hotel GM and see what will work for you. If they don't want it, just pick up and move along to the next one who will.
      • [ 1 ] Thanks
      • [1] reply
  • It hasn't by me, and I don't claim I did though.

    But Don Alm seems to really know what he's talking about!
  • Banned
    [DELETED]
  • A lot of hotels have pamphlets in the rooms or in the lobby with local tourist places. I guess if there are good discounts for their clients inside of the directory that might be incentive enough to get them to put them in the rooms or at the very least the lobby. Sweetening the deal is offering them a free listing or something of that nature.
  • It's true they have magazine and this sort of things. I guess we have to let them know the benefits for THEIR clients.
  • I guess there's no harm in having rotating featured ads on pages within your directory. That should help with the problem of having multiple hotels on your books.

    Each hotel could have an ad that appears in rotation. It all depends on how busy your directory becomes as to how beneficial it is to the hotel. Trouble is you're depending on the hotel to make the directory busy.

    I would think that branding each set of flyers with the hotel on it would help, as it would look like the hotel endorses you, plus it's brand reinforcement for the hotel, especially if guests take the flyer away with them and show other friends/colleagues.
  • Some hotels already bombard people with ads - in the lobby, elevators, and in the rooms they have pamphlets, even books and guides, and not to mention when you turn on the TV.

    Maybe for Motels that have not been infiltrated this might work.
  • Maybe since it will be mobile optimized, they can select the hotel they are staying at, and get menu's, event schedules and any other information they may need about that hotel on your mobile website. That would be a good incentive for the hotel to distribute your fliers, as it helps their guests while they are staying there as well as helps them out on the town.
  • Thank you all for your great ideas.

    Brochure may get expensive to print though. A simple flyer or biz cards are way more affordable, but less noticeable...

    The thing is you have to make sure you re in enough rooms to be seen, because otherwise advertisers receive no value!
    • [1] reply
    • No, not true. Printing 5.000 flyers at gotprint in full color, on 80lb is $232.25

      Brochures, same 8.5x11 sheet of paper, trifold, giving you 6 pages, same paper/weight/color is $245.69, only a$13.44 difference. besides, getting the hotel to agree to display it, a brochure takes up much less space and in my opinion, looks more professional,

      Eva
      • [ 1 ] Thanks
  • I obviously didn t make that research!

    only thing is if you make a hotel specific brochure, then you can only print so many.

    If you print generic, you can print in larger quantity and reduce your cost.

    Though, I agree it's still cheap...
    • [1] reply
    • Are you actually listening to what you are saying?

      I laid it all out for you but you do not seem to get it. That was for 5,000 brochures, printing 10,000 would save you $18 and you just lost doing everything that I suggested and back to not knowing how to distribute them.

      To each their own I guess,

      Eva
  • I probably didn t say what I meant, this is not my language...

    It was just a general remark, to which I added that anyways, it s still very cheap and there is almost no difference in price.

    I totally get your point in your previous messages
    • [ 1 ] Thanks
    • [1] reply
    • Well, it seems Don is out practicing what he preaches since he has yet to show up to the party,

      Eva
  • We have already created a loyalty card that can be branded to the Hotel and several local nearby businesses. The hotel gives it to each guest upon check in and they can use it at multiple locations in that city. Each business that signs on pays for their logo on the card as well as participation in the rewards program. The business can pre-load an amount on the card which gives the card value. For example Joe's pizza wants to take advantage of being close to several hotels. He coadvertises with the hotel and then pre-loads $2.00 on each card (not real money till the card is redeemed) Hotel guests can carry the card in their wallet and use it at multiple locations that can be found on a web site. The card could have several hundred dollars of redeemable value. Hotels love it because hotel guest feel they are being treated special. Card can be titled like Premier guest card or whatever. When was the last time you stayed at a hotel and was presented with a guest card that was worth a couple hundred dollars? Just in case you want to know more about how we are presently doing this PM me
  • Great idea - had a similar idea & approached few large hotel GMs here in Ottawa.

    Chains - they have deals in place already and they cannot put anything in the rooms that haven't been approved by HQ.

    Other - most have deals in place with other restaurants to showcase their promotional material - and they CANNOT advertise any other restaurants - shitty, I know! Some have deals in place with those who print their in-room directory - again, can't do much here.

    So I stopped. I also had the idea of using the mobile site to showcase the hotel, etc as an incentive... But still, they can't do anything because of what they have in place already.

    So just be aware. I decided to stop pursuing this idea.
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