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.
The Marketing Environment. What is the marketing environment? The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'. The micro-environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence. The macro-environment This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade o...
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