We really need to not be a catch-all B&B. We actually lose money trying to be one, we waste marketing time, energy and $$.
As she says "Marketing to everyone is marketing to no one"
.
That is what I call "shotgun" marketing - the Directory listings..
gillumhouse said:
We really need to not be a catch-all B&B. We actually lose money trying to be one, we waste marketing time, energy and $$.
As she says "Marketing to everyone is marketing to no one"
.
That is what I call "shotgun" marketing - the Directory listings.
hmmmm...I don't consider the directories and shot gun. They are targeted to people specifically look for b&bs. Then once they get to your listing it's more refined. Expedia, etc is marketing to everyone and is shotgun.
.
Hi Everyone - I'm the book's author and I'm enjoying the lively discussion taking place here. Just a clarification - I absolutely agree that inns should be on the directory sites for guests who are specifically searching for a B&B. To attract the traveler who will love what you have to offer and who you will love to have as a guest, ensure that the content in the directory listing: the descriptions, the photos and the amenities you emphasize will appeal specifically to a certain type of guest. In the book, I call it your marketing to your perfect guest as opposed to marketing to everyone. It applies not just to directory listings but any marketing or promotions that you implement.
.
Welcome, Linda. Got my copy yesterday and since my computer is still at the doctor, read it yesterday. Easy read and good read. Some of it I am already doing but found some new thoughts to implement when I get my computer back.
To clarify what I mean by "shotgun" marketing as the Directories is that yes they are looking for a B & B but not a particular entity. With my target marketing I am listing on web directories catering to horses or bicycling or motorcycles - the things I cater to and have available to please that market. These directories or sites are far less expensive than the B & B listings. For example, my most productive horse directory costs $40 per year. Big difference from the $195 and up for the B & B Directories that go out for ALL interests (shotgun pellets).
I also agree with at least one of your featured inn choices - of course I am prejudiced as I have visited there. Great porch!
.