Humans never move when they are comfortable but watch them go when times get tough.
I loved what we can learn from an innovative way hotels are getting more guests in beds.
So hotels are needing to get smarter.
We can learn a lot from this industry because therapists have exactly the same problem hotels have. At the end of each day, any beds not filled are never available to sell again on that day. Yes they can sell tomorrow’s beds, but today’s beds are never available again.
Treatment rooms or consults are the same. If you didn’t fill yesterday’s diary - the opportunity to get revenue from those spots has gone. So watching the way hotels think and market is a good habit to get into.
Springwise had a link to a service that scans twitter and picks up on destinations people have mentioned in their tweets. The hotel sends those people some local area knowledge or a discounted room offer to that twitter account.
Some hotels are reporting a 9% uptake on their direct twitter offers. This is huge as most direct campaigns would celebrate if they got a 2-3% response.
Why the big difference?
They are adding value, saving their customers time and solving a problem for their clients.
In some instances they are solving a problem before the client even thought too hard about fixing it.
This is marketing genius which you can replicate on a smaller scale.
It's our equivalent of dropping a flyer on the bedside table of someone who is about to get out of bed and complain of an ache and pain or emotional deficiency. They are delivering a solution at a time of pain.
Humans are lazy creatures.
In most instances if a suitable solution comes their way at a price and service level suitable to them .... they will most likely take it.
The reason this campaign by hotels is working is because this is very targeted marketing. The hotel knows its customers well and presents only one solution to their problem - a room in a hotel in the city they are visiting in the near future.
Its your classic WHO & WHAT situation. They know WHO their customers are and WHAT those customer want.
These hotels are getting under the noses of people solving problems AND saving them time.
How can you do that?
If you are very clear WHO you work with - simply figure out where your people are hanging out - what their problems are on a daily basis and get yourself, your message and your offerings in front of them, at a time when they are thinking about their problem.
People with a certain problem start seeking solutions in similar places
The golden question to answer is .... where do your people hang out????
But an even better question is ..... who else has my people? This is the question the hotel has answered - they have figured out that their customers tweet their travel plans out to their network.
Do people tweet or facebook their problems on a daily basis - YOU BET! If you exactly solve their particular problem, then a simple google search to see if that person has a public profile and you could drop one of your flyers in the post to them. It can be that simple. If you are really brave you could make the offer directly in the post they've made - but truly I find that a bit intrusive. You must discern what's the right level of contact for you.
People leave clues everywhere - you need to get your intuitive super power glasses on and start seeing those opportunities everywhere.
It is so much easier to sell something to someone who wants what you’ve got. You’ve just got to get very creative about figuring out where the problem YOU solve occurs in THEIR life.
For instance, if a child is having a hissy fit on the supermarket floor and the parent looks up and sees a flyer on the notice board for a hissy fit behaviorist or a golfer walks into the club room from a round of golf and finds a person who can improve their swing by loosening up their muscles - I reckon they will be pretty interested in at least hearing about your services.
Where are your people and what are their problems?
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