Publicity Primer
In 20 years of writing about inns, we’ve observed that in general, the inns that get the most publicity are those that make it a priority. Duh.
Yet the fact is that many innkeepers would rather scrub toilets than spend time marketing their properties. Big mistake.
With so many lodging options competing for travelers’ dollars, there’s no choice. And when we say competition, we’re not just talking about other inns — remember that resorts, cruises, hotels and motels, even RVs offer competing choices for accommodation.
Promophobia
After careful analysis, we’ve concluded that the problem is promophobia, which has three main syndromes:
* I’m not worthy syndrome: It may be bad manners to brag about your personal possessions or qualities, but you are running a business, and it’s perfectly OK to tell people the truth about the many wonderful reasons to stay at your inn.
* I never have time syndrome: Although running a B&B can easily keep you busy 24/7, determine which activities are essential to your success, then work out a strategy to make sure they are not neglected. If you need to delegate or even postpone some chores, so be it.
* I’m not good at publicity syndrome: Get over it! It’s a skill you can learn, like anything else. If you really, really can’t bear to spend time publicizing your inn, then pay (or barter with) someone else to do it for you. When it comes to marketing issues, you can’t afford not to!
Murphy’s Law prevails
Remember that Murphy’s Law prevails, and that as in other areas of life, whatever can go wrong, will go wrong. Hot water heaters can be counted on to fail when a travel writer comes to visit. Radio and TV interviews are pre-empted by fast-breaking news or inclement weather. You work for years to get covered in a major magazine, and the article runs after you’ve gone to contract on the inn’s sale. Not to worry. Sooner or later the combination of having a great inn and working to promote it will get you the press coverage you want. One good article can result in several additional ones. Quote the articles on your website and your printed materials, and they can produce reservations for several years.
Be prepared
Good publicity isn’t just a matter of luck. What some people call good luck can also be described as the “intersection of preparation and opportunity,” while bad luck occurs when poor planning causes you to miss a key opportunity. I once recommended an inn for inclusion in a major TV segment; they were not included because they had no available photos to send the station.
Whether you know you’re scheduled to be a featured in a major magazine or newspaper, or a writer stays with you anonymously, make sure you have an inn that will garner favorable reviews. Just like your guests, writers are looking for warm but unobtrusive hospitality, appealing but uncluttered décor, an attractive setting, ample activities, comfortable and relaxing atmosphere, delicious food, and excellent value.
Sarah Stotts
Marketing
BedandBreakfast.com
Inns.com
RezOvation
Sarah.Stotts@BedandBreakfast.com