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Special Event Sales in a Tough Economic Environment Lately, the hottest question I seem to be addressing from the field has to do with drooping sales due to economic factors. I thought I would address a few key issues that may help you in analyzing where your challenges are and how to act and react in order to minimize negative financial impact. "Business is off 40%. What should I do?" This is a very common question and I would start by answering it this way…First off, let's remember that strategy is all about clarifying priorities. Which business should you be in? And when your sales are off 40%, we need to understand which part of your business is off 40%. Obviously there's a signal here that the market has shifted and as a result we need to shift our business strategy. What was working in the past is no longer working. Break down your business by market segments – weddings, corporate, social, charitable, etc. Determine if one or many of those segments are "off", contributing to your overall decrease in business. It is just as important to know WHAT IS working as it is to know WHAT ISN'T working. So, look is at what segments are working. How can you look at maybe magnifying, increasing and focusing on that business? And then, understand why the other segments of your business are down and if there is anything you can do to be proactive in providing a solution on that end. Especially at this time of year, when we are building our budgets for 2009, we may want to look at re-distributing sales into different categories. Also, now is the time to think about the market segments that you've never chased in the past. In any given economic environment, there are companies that are struggling and companies that are doing well. Focus your short-term marketing on those companies that are doing well and are able to spend dollars now. Long-term strategy, though, must focus on all of your market segments that are relevant to your marketplace. When the economy improves for the struggling companies, you still want to be right there in front of them. Weddings, of course, are one of those markets that never goes away. They happen year-round, in any type of economy. Budgets may change, but weddings still happen! Value-Added Elements Value-added elements can differentiate you from your competition when economic times seem to turn everything into a "price war". For hotels and resorts, maybe you offer a free anniversary stay for couples booking before January '09. Upgrades to the "next level" of whatever your product or service is can also be enticing. And, don't keep it a secret! Maybe you publicize it locally or nationally depending on your product or service with press releases. And also take a look at, if you have availability on Fridays, Sundays or during the week, and see what sort of special offers you can put together, particularly for short-term events. For more info, see view last month's newsletter article in the "newsletter archive" on "Price Wars – Making Your Sales Approach NOT About the Price!" No one has ever grown their revenues or achieved profitability through cost-cutting measures! Resist the common tactic of cutting your marketing and sales dollars through tough economic times. At least keep them at current levels at minimum. Explore other resources that are available to you in the industry as well, including cooperative opportunities. You're not alone in the current conditions. Breathe As professionals in this industry, we have seen business ebb and flow and increase and decrease with the times, and in order to feel as few of the "speedbumps" as possible, we have to be extremely flexible and adaptable. We can prepare and strategize the optimum marketing plan, make adjustments and "gap plans" along the way, and remain the ultimate professional, but sometimes we can still fall short. In times like this, know that you will eventually "come out the other side", so take the opportunity of the quieter times to really research your marketing options, market your self and your product or service and re-position yourself in the marketplace if need be. Re-define your product or service. Re-define your target markets. Improve yourself with industry classes and educational opportunities. Do all the things you mean to do but never have the time when things are really busy! Stay tuned to next month's newsletter for the second part of this series…"How to Protect Your Position in Tough Economic Times" Print this article >>>
ClubCorp West and Desert Regions Get Certified!
In another step toward identifying themselves as experts in the wedding industry, ClubCorp's West and Desert Regions requested a "live" wedding professional certification of 24 Private Event Directors. They all can now proudly be called "Beverly Clark Certified Wedding Professionals". 
Lynne LaFond DeLuca conducted the workshop, which was a combination of seminar, exercises/activities, quizzes and educational games. "Lynne did a wonderful job with our regions to ensure the training was efficient and well done. I have been receiving thank you e-mails from our Private Event Directors ever since!" Chuck Feddersen Regional Vice President, ClubCorp
"If you put good people in bad systems you get bad results.
You have to water the flowers you want to grow." - Stephen R. Covey |
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Email's "Reach" and Rules for Building Your Database Email marketing campaigns seem like a fabulous way to reach lots of clients easily, inexpensively and in a timely way with current information. It is important to know what your expected outcome is from any marketing program so you can gauge your results and not be disappointed when numbers fall short of high expectations. So, let's explore some factors to creating effective marketing campaigns. First of all, you must know your "email's reach". What is "email reach"? Email reach is a function of:
emails for marketing purposes, you:
So, what does this tell us? It tells us that the quality and depth of our email database is paramount in actually seeing results from an email campaign. Let's look at some rules for accomplishing the first step – increasing the number of emails you collect. Collecting Addresses
As we discussed last month, content must be kept professional, brief and to the point. Clients DO appreciate emails that have RELEVANT, timely information that will help them. Include a table of contents when necessary, and organize information logically. It's ok, and preferable, to link to a website for more information. And please - don't forget the UNSUBSCRIBE language!!! Print this article >>>
"If you shoot for the stars and hit the moon, it's OK. But you've got to
shoot for something. A lot of people don't even shoot. " -Robert Townsend |
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Promotional Products 
 Special Offer to Beverly Clark Hospitality Training Newsletter ReadersGive Your Clients a Gift to Remember Beverly Clark's I Love You Because... Only $2.50 per book with purchase of 120 books* Quantities are limited. Here is a wonderful book from Beverly Clark that you can use as an amenity for a bride, a turndown present for wedding guests, honeymooners and for almost any romantic occasion. And it costs less than a greeting card. These beautiful 96-page hardback books are 5.5" x 5.5" in size and regularly priced at $9.95. For more information or to place an order, contact Cathy Feldman at 805-682-8380 or feldman@west.net. For additional information visit >>> I Love You Because... Beverly's Wedding Planning Tools & Worksheets For Brides Our Wedding Planning Tools & Worksheets provide you with helpful hints for your brides to stay organized when planning their wedding. Simply download the worksheets to email to brides. Your "time-crunched" brides will thank you! Beverly's Tips >>> Interactive Planner The Interactive Budget Planner helps brides determine exactly how much to spend on each element of their wedding. Our Interactive Planning Calendar is designed to help brides figure out exactly what needs to be done and when it needs to be done for their wedding. Interactive Budget Planner >>> Interactive Planning Calendar >>>  Beverly's Advertising ResourcesContact a Beverly Clark Representative about advertising on one of our websites. A strong internet marketing presence is a MUST today! T | 800.933.3434 E | info@beverlyclarkenterprises.com Training and Certification For more information on the online Beverly Clark Hospitality Certification Program as well as live training, seminars and on-property consultation services please visit: BeverlyClarkTraining.com 
"If you work just for money, you'll never make it. But if you love what you are doing, and always put the customer first, success will be yours."
- Ray Kroc 
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Congratulations to our new Beverly Clark Certified Wedding Professionals: Mariana Leon, Fiesta Americana Condesa Cancun Nicole Reynolds, Indian Wells Country Club, Indian Wells, CA Tracy Sherman, Coto de Caza Golf & Racquet Club, Coto de Caza, CA Sarah Placeres, Coto de Caza Golf & Racquet Club, Coto de Caza, CA Louise Lambert, Morgan Run Resort & Club, Rancho Santa Fe, CA Katie Campbell, Morgan Run Resort & Club, Rancho Santa Fe, CA Hella Tyler, Morgan Run Resort & Club, Rancho Santa Fe, CA Elizabeth Fox, Shadowridge Country Club, Vista, CA Gina Matheney, Aliso Viejo Golf Club, Aliso Viejo, CA Kathy Cuaderno, Anthem Country Club, Anthem, AZ Gordon Parker, Bears Best, Las Vegas, Las Vegas, NV Sean Grady, Canyon Gate Country Club, Las Vegas, NV Suzanne Antounian, Desert Falls Country Club, Desert Falls, CA Karen Krinsky, Gainey Ranch Golf Club, Scottsdale, AZ Amy Hungerford, Mission Hills Country Club, Mission Hills, CA Hilary Grider, Mission Hills Country Club, Mission Hills, CA Jennifer Starr, Seville Golf & Country Club, Gilbert, AZ Kim Nichols, Seville Golf & Country Club, Gilbert, AZ Tiffany Bell, Canyon Crest Country Club, Riverside, CA Tiffany Child, Crow Canyon Country Club, Danville, CA William Graber, Granite Bay Golf Club, Sacramento, CA Heidi Robinson, Granite Bay Golf Club, Sacramento, CA Julie Morin, Porter Valley Country Club, Northridge, CA Katie Davies, Porter Valley Country Club, Northridge, CA Trisha Docis, Spring Valley Lake Country Club, Victorville, CA As well as gaining their certification, they now have the right to use a logo with their new designation on all marketing materials. What Do You Want to See? Send us your ideas for future newsletters and topics and we'll do our best to accommodate your request. |
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For information on advertising in this newsletter please visit >>> Advertise with Us |
