“Together We Can Help You Identify Opportunities For Increased Profitability”
CORE VALUE SERVICES
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As a hospitality or travel professional you may be facing a challenge that calls for outside resources. Your company or property may be performing well, but there is still room for growth. Perhaps your company is growing so rapidly that your senior team is being stretched beyond optimal performance levels. Together we can help you identify opportunities for increased profitability.
Niche Market Probe - We’re not afraid to ask the hard questions. Are you willing to make the trade off? Meet rate expectations? Deliver on operational/physical plant concessions and requirements? Maybe change the way you do business? We’ll identify valuable sources of information, specific to your property, which will be crucial to the decision-making process. Then, we’ll help you weigh the opportunities against the downside risks. In a niche market probe, we will:
- Identify specialty market opportunities that exist based on your property’s attributes, location or destination, and the potential scale of opportunity.
- Perform market intelligence to determine how properties are selected and who makes those decisions; investigate key alliances, trade associations and shows; identify advertising opportunities; and analyze demographic information, geographic sources of business and daily/seasonal demand patterns.
- Develop a penetration plan to effectively acquire meaningful business for your selected niche market.
- Identify key niche market resources, such as related websites, trade association memberships, database sources, trade shows, networking opportunities and available market education.
- Explore new business potential and put in place the measurement tools required to monitor success.
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Your Personal Marketing Coach - In this capacity, we come alongside you in a variety of ways to provide expert strategy and techniques that will address the challenges you are facing. We will:
- Conduct an initial off- site marketing assessment to benchmark where you are.
- Evaluate your key sales processes, team members and existing marketing initiatives.
- Work with your top sales executive as his/her “advocate” providing support, and guidance in areas where their skills and knowledge may still be growing.
- Keep your sales team selling by relieving them of marketing tasks.
- Build a plan together to establish and maintain powerful collateral, advertising, PR, website and e-marketing yield.
- Optimize the benefit you realize from franchise, or soft brand affinities and assist in evaluating brand considerations.
- Challenge your guest feedback process and internal response program.
- Establish tools to measure sales and marketing effectiveness in Key Result Areas (KRA’S)
- Provide on-going regularly scheduled “touch times” to review progress, provide fresh input and clarify any course corrections that would be beneficial.
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Marketing Plan Challenge - By taking the Marketing Plan Challenge, we will walk you through an in-depth test of your existing plan’s elements and core assumptions.
- Evaluate the viability of projections, measurement criteria and benchmarks.
- Validate plan feasibility against the competition- bricks & mortar, history, location, team competencies.
- Quantify plan goals and objectives against actual property YTD performance and results.
- Evaluate team strengths, client responsiveness, sales responsibility and deployment effectiveness.
- Review account coverage, skills relevancy, and goals vs. actual performance.
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Affinity Leveraging - Are you taking full advantage of the sales and marketing benefits available though your franchise, soft brand, or tourism association? We will audit your current effectiveness and help you maximize your relationships by:
- Identifying the tangible programs, promotions, central reservations opportunities that exist.
- Helping you to evaluate the options by clarifying costs, schedules, and requirements of all trade shows, client events, co-op advertising, consortia participation and related partnership offers.
- Developing appropriate contacts within the organization to optimize your market share of their internet marketing and group sales productivity.
- Performing a positioning effectiveness study, which will give you insight into how you are presented by the brand compared to others within your area or market segment.
- Determine ways to garner referral business (group or leisure) from other affiliated properties.
- Acting as you advocate in carrying out ongoing affinity leveraging activities, monitoring effectiveness, and providing quarterly reviews.
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