- • A Team Perspective
- • Making it Personal
- • Season of the "Upsell"
- • Closing the Sale
- • Product of the Month
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| The Beverly Clark Hospitality Training Newsletter provides catering professionals with the ongoing tools and resources they need to meet the challenges they face and assist them in finding solutions with not only the wedding market, but all aspects of their business, including corporate markets, social catering, sporting events such as golf and tennis tournaments and charitable events. |
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Marketing from a Team Perspective Creating an effective marketing plan appropriate to your marketplace and your specific property is somewhat of an art. If you are a seasoned catering professional who has been in your marketplace for a substantial period of time, you probably have a very good "temperature read" of what programming you should be doing and when. Old ideas can always need a fresh twist, though, or maybe a slight adjustment in order to gain more prospects from the same program. Utilizing your other department heads for a brainstorming session is a great way to gain a new perspective on how you can increase the revenues in your department. Some of the benefits to implementing weekly (or monthly, whatever is appropriate for your property) brainstorming sessions with your other departments include:
Once appropriate ideas have been turned into marketing programs, stay on top of your activities that are necessary in order to carry out a successful marketing plan. FOLLOW THROUGH on all steps of your marketing program, including tracking your results. That way, when you go to implement the same idea again next year, you will have a mechanism for remembering what about the program was successful and what you need to change. Soon, you will find the marketing plan process a creative outlet that guarantees financial success rather than a necessary evil! Print this article >>>
"Growth means change and change involves risk, stepping from the known to the unknown."
- George Shinn |
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Making it Personal How do we "Make it Personal"? We have heard of this "trend" for several years now, but have you actually taken the time to evaluate how you could make everything you do and everyone you touch feel the ultimate in personalized service? One of the most important and critical factors in "making it personal" is to think about every moment of contact with your clients and the opportunities they hold for personalizing the moment and creating a lasting memory. Make each moment of contact memorable! As hospitality industry professionals, we have many amazing opportunities for providing personalized "magic moments" to our event hosts. Through the course of planning an event, we come to know our hosts and create a mental (or written) "preferences" file on each one. What are some of their favorite things? What is their vision for their event and how can we make their vision a reality? How can we personalize every piece of written material we send to them? At your second meeting with them, maybe you have their FAVORITE beverage waiting for them, or acknowledge their first meeting with you by sending a thank you note with their FAVORITE cookies. It's not just that you are thanking them with a token of appreciation, it's that you are doing it in a way that is personalized to them. When a host receives an unexpected surprise of any sort, they know that you have gone an extra step to make their day special. You care. They will know that if you took the time to care about the little things, you will also care enough to take good care of their event. Same thing applies to your employees. When acknowledging a "job well done", are you recognizing them in a way that is the most important to them? Do you know how your employees like to be recognized? Everyone is very different and what is important to one, may miss the mark with another. Take the time to find out what motivates your staff so that you can thank/recognize each one appropriately. Now take a look at how you can use this concept to drive additional revenue by reviewing your current marketing plan and the programs you have to target each market segment. Now revisit them and see how you can personalize each one. For each program you have written to address each market segment, make sure it is as personal as it can get. You will find that the same marketing program which brought marginal success, can somehow become very successful with a little personalization. Print this article >>> The Season of the "Upsell" Well, the year may be almost half over, but contrary to popular belief, the wedding selling season is not! Typically, the time to book the bulk of your current year's weddings is immediately after Christmas and New Year's Eve, and then again after Valentine's Day (popular times to "pop" the question!) Depending on where your business falls in the bride's "booking process", most of the weddings for the year may be already booked. For example, if you are a jeweler, bridal shop or location venue, the bride will book you as soon as she is engaged. So, you will be contacted earlier in the year. If you are a bakery, florist or photographer, it will be a little later. In either case, just because we are half way through the year doesn't mean your job as a sales person is over. Far from it! Now is the season of the "upsell". Basically, there are two ways to grow your wedding revenues:
Whatever your industry, you now have the opportunity to go back to the bride now that she is further along in her planning and has seen and heard many more things, and offer the "extras" that will increase her wedding experience for not only her and her groom, but all the guests in attendance. She just may be looking for that personal touch to add something extra special to her day. You, as the expert in your industry, are in the best possible position to offer it to her. Print this article >>> Closing the Sale with the Bride
"The man who follows a crowd will never be followed by a crowd."
-R.S. Donnell |
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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... Corporate Product of the Month!
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 
"I believe life is constantly testing us for our level of commitment, and life's greatest rewards are reserved for those who demonstrate a never-ending commitment to act until they achieve. This level of resolve can move mountains, but it must be constant and consistent. As simplistic as this may sound, it is still the common denominator separating those who live their dreams from those who live in regret. "
- Anthony Robbins 
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