The Marketing Equation That Works
The essential marketing equation that will get you direct bookings
Why most marketing you see is wrong and how this marketing equation can change your direct bookings success instantly
Summary (listen to the podcast for greater in-depth information)
Stop and think for a moment… How many ad’s have you seen over the last week?
You’ve probably exposed to more than a 100k different adverts from online and offline channels.
How many of those can you remember?
If I were to guess, I’d say you can probably remember 1 or 2 but not more than 5.
You see most professional marketers get advertising wrong and that’s because they’ve all been trained to do it the same way.
Virtually all marketing is created in the same way and with the same message. The idea that a catchy slogan that is repeated will generate business.
The style of marketing you see every day is from large corporations who can afford to spend millions on ramming a message down our throats until we remember it.
Maybe this works for the big massive corporations, but for those of us with small budgets to spend on marketing, this style simply won’t work.
Even professional marketers copy this approach, and this is why a lot of marketing campaigns fail!
Have a look at your website or marketing? If you have not got any marketing materials to hand, sketch out what a piece of marketing should look like.
Just a rough sketch with the basic elements on it.
I bet it comes along the lines of:
- Company Name
- Book Now
Have a look at your competitors, I bet their website looks familiar?
Before I go any further it’s worth defining what your marketing is supposed to:
Guide people through your purchasing process and inspire them to take the next step in a low-risk way.
You see, the approach most people take is tactical.
Independent Hoteliers and Accommodation providers will find that a tactical approach will not achieve direct bookings.
They must take a more strategic approach instead of a tactical approach.
What that means is they most plan the message and the journey.
- Who are you talking to?
- What are you going to say?
- How are you going to say it?
- Where will we say it?
When a piece of marketing fails, or websites don’t get direct bookings most hoteliers will blame the marketing medium (the tactical part) most do not reflect on how well the strategic marketing message was.
You see accommodation providers are all saying the same thing:
- Best available rate
- Free breakfast
- Wi-Fi included
- Warm welcome
- We have best rates
- We’re family owned and operated
- Car parking available
This means the traveller is left to compare really on one point only and that is…
This is what leads to a price war, and a price war for accommodation providers is only a one-way trip.
The secret solution that every marketing professional you work with should know and you need to know is the marketing equation.
Every piece of marketing you do should follow the marketing equation and be based on a strategic marketing approach.
Interrupt – Headline – Captures attention in an appealing way
Engage – Subheadline – Promise of something that will appeal to them emotionally
Educate – Logic, confirms and enforces the promise is true
Offer – A low-risk way of taking the next step
Let me give you an example from SPG Resorts advert I was able to find:
Headline (interrupt): Soak up the sun
Subheadline (engage): Save up to 20% in the southwest
Body (educate): Enjoy the endless sunshine, breathtaking scenery and world-class entertainment. Fun is always in season with our best available rates.
Call To Action (offer): Learn more
Here is another example from St Micheals in Falmouth
Headline (interrupt): Indulge yourself this February
Subheadline (engage) Join us this February for a well-earned break. With rates starting from just…it’s the perfect opportunity to relax, put your feet up and let us spoil you.
Body (educate): then explains what you get
Call To Action (offer): Sorry, couldn’t find the offer
Important points to think about:
- What voice did these examples use?
- What did they know about the Perfect Guest Profile?
- How can someone compare this style of an offer to competitors or Online Travel Agents?
- Decide on a target market – who is your perfect guest?
- What do they want in a break?
- What are their emotional hot buttons?
- What logical reasons will then need to justify that?
- What compelling low-risk offer can you provide to get them to take one step further?