Manor Grange Hotel.
Internet Advertising - Recommendations.
(a) Online Promotion.
Register for a Google Adwords account, by visiting the Google homepage, and clicking on Advertising Programmes. Cost out a campaign for keywords such as 'Inverness' - 'Scottish Salmon' - 'Birds Scotland' and any others that you consider important to potential visitors.
You could also consider registering with Yahoo! Search Marketing, perhaps under Local Search - Scotland, Inverness.
You could register your website with Commission Junction. Your site would be attractive to affiliate programme owners such as airlines, and travel companies. This could become a source of additional revenue.
(b) Offline Promotion.
You need to create a media release and send it to tourism magazines and institutions ( those that promote tourism businesses in Scotland).
Keep a record of previous visitors, and mail shot them with news on the Hotel.
Print your domain name on all printer material such as business cars, compliments slips, and brochures.
Of course there will be many other ways to promote your business, which would be contained in a fuller marketing plan - such as rate reductions and special offers at times of low occupancy. The Hotel could also provide free guides on local birds and fishing spots.
If a marketer can identify consumer buyer behaviour, he or she will be in a better position to target products and services at them. Buyer behaviour is focused upon the needs of individuals, groups and organisations. It is important to understand the relevance of human needs to buyer behaviour (remember, marketing is about satisfying needs). Let's look at human motivations as introduced by Abraham Maslow by his hierarchy of needs: The hierarchy is triangular. This is because as you move up it, fewer and fewer people satisfy higher level needs. We begin at the bottom level. Physiological needs such as food, air, water, heat, and the basic necessities of survival need to be satisfied. At the level of safety, man has a place to live that protects him from the elements and predators. At the third level we meet our social and belongingness needs i.e. we marry, or join groups of friends, etc. The final two levels are esteem and self-actualisation. Fewer people satisfy the higher leve...
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