|'Break-It' Hotel Marketing, A Mental Exercise.|
By Neil Salerno Ė Hotel Marketing Coach
Thursday, 19th August 2010
More than twenty years ago, I read a book about break-it marketing which, from that point on, influenced the way I view the hotel marketing process; Break-it marketing changes the way we look at everything we do.
Everyone is familiar with the old saying ďIf it ainít broke, donít fix itĒ. This saying implies that what we are doing is working, canít be improved, and should, therefore, be left alone.
The basic principle of break-it marketing is that no procedure or program is perfect and, sometimes, making even subtle changes can have a positive impact on sales results. Therefore,†† Ēif it ainít broke, break itĒ Frankly, Iíve never seen any program or procedure that couldnít be improved in some way; nothing, we do, should be sacred enough to remain unchanged.
This always reminds me about one of my favorite axioms ďIf you always do what youíve always done, youíll always get what you always gotĒ. Itís impossible to do the same things, over and over again, and expect a different outcome. Many hoteliers, seeking sales increases, ignore those things that appear to be working well, but they are constantly seeking that one new thing that will turn everything around. Often, that one new thing doesnít exist.
'If It Ainít Broke, Break It'
Break-it hotel marketing puts everything we do in the cross-hairs of review and analysis. Many people would be surprised to know that, some of those programs that they perceive as successful and untouchable, are actually not successful at all because they havenít taken the time to measure or review them. The perception of success is not necessarily reality.
Nowhere is this truer than with Internet marketing. There is still considerable confusion, and many differing opinions, concerning how we measure the success or failure of website marketing programs. It all starts with a well-designed website, but even here the confusion continues.†
Just having an attractive website, doesnít make it come close to being productive without the necessary design, sales, and search-find ability elements which produce relevant visitors and sell reservations. Itís important to note that producing relevant visitors is a function of website design. So, why do so many hoteliers continue with websites without knowing whether or not these sites are actually producing business?
Iím disappointed that so few hoteliers track and measure reservations received through their website. If it ainít broke, break it. Put reality into your perception of success.
I wish more website designers would accept the responsibility for the actual production of the sites they design. I believe that there would be far better hotel representation on the Internet. A good website designer is constantly looking to tweak and improve the performance of the websites they design. Break it, even if it appears to be working well.
A Time for Renewal
As we climb out of this recession, many hoteliers will be looking to reposition their hotels in the marketplace. Itís time to look at everything we do to drive business
If any hotel is looking for real sales improvement, I suggest that they adopt a new paradigm; ďIf it ainít broke, break itĒ. Break-it hotel marketing begs us to constantly examine and look to improve everything we do to market our hotels; no matter how well they appear to be doing.
Neil Salerno, CHME, CHA
Hotel Marketing Coach