Guide to Marketing

Know your current business

You should relate the business you already receive from the different markets with the overall trends.

It is important to keep records and analyse them and see where your clients are from, how they found you, how much repeat business you get, etc. Your own records should be your most valuable source of information. They will show up your strengths and weaknesses, where you are losing or getting business and why. Start a system for gathering information immediately.

Information is usually gathered through Customer Comment Cards, researching groups under the various markets, liaising with Reception and Reservation Staff and by researching the source of business. Build a system on an annual basis comparing:

• Year to year

• Season to season

• Market to market

Know the competition

It is essential to recognise and get to know your competition. It can be local, regional, national or even international. How are they doing, what are they offering that you are not, are they cheaper or more expensive, are they good value? What is your advantage over the competition? You cannot compete unless you are fully aware of the alternatives your prospective client has. Offering better quality of service and value is generally better than cheaper prices.

Next: Drawing up a plan

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