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| October 2009 | Vol 2 Issue 9 | |||||
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| Tools | ||
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1st Quarter, 2010 Marketing Plan Time! Being the HUGE proponent of marketing plans that I am, I thought I would remind all of you that yes, it’s time! 2010 is approaching fast, and it’s not too soon to be planning for the activities and action items that will set you up for success! Prior proper planning (say that fast!) ensures that your marketing action items are appropriate for your market and client base, that you are "first to market" with new ideas and booking strategies and that you are being "proactive" rather than "reactive" to market conditions and client needs. Below, you will find some helpful reminders for your 1st Quarter Marketing Plans. This is also a great time to update your competitive analysis to evaluate any changes that your competitors have made in response to changing market conditions. Remember, some action items on your 1st quarter marketing plan may happen prior to the start of the quarter, and some may take place during the 1st quarter. Be sure to include a timeline for each of your programs and corresponding action items. For a full analysis and "walk-through" on building a marketing plan, be sure to register for the upcoming webinar on November 18th on "Building the Perfect Special Events Marketing Plan". More info can be found in the newsletter... Call all 2009 Holiday Events and Re-Book for 2010
>> Print this article
"There is no greatness without a passion to be great, whether it's the aspiration of an athlete or an artist, a scientist, a parent or a business person ."
- Anthony Robbins |
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| Tactics | ||
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Your Questions...Answered! During the recent webinar, "Preparing for the 2010 Wedding Season", we had some great questions, so I wanted to share the questions and answers with everyone. Please submit additional questions at the bottom of the newsletter and they will always be addressed! Q: My General Manager seems to think if you use a long table for the head table that guests think it’s rude (because the bride and groom didn't want a regular head table or a sweetheart table). He thinks that it would reflect badly on our hotel that we allowed some of the bridal party's backs to be facing the rest of the guests. What do you think? A: It is never preferable for the bride and groom to have their backs to anyone, however, if their dream is to have long tables and not use a sweetheart table for themselves, there are a couple of tricks so that they get the look they want. You can either suggest that they seat themselves along the "length" of one of the tables at the table at the "top" of the room with their backs to the wall so they are facing the entire room, or they can be seated at the "head" of the long table. In this case, the table would need to be wide enough to accommodate two people comfortably side by side. Either way, the choice of the bride and groom should prevail, and it will not be a reflection of the location. You can also position all tables to that they flow lengthwise into the dance floor area so guests are not turning around completely to see the dance floor – they are just looking to the side. Q: Can you market to the different types (levels) of brides separately? A: YES! And you should! Advertising always has a target market. Before committing to any type of advertising, both print publications as well as internet advertising sites, do some research and ask them what their demographic is. What is the profile of the bride that they attract to their publication or site? Is it a match to the type of bride you are looking to attract? Also, the look and wording of all your advertising should align itself with the profile of the bride you are targeting. Choose your words carefully – choose "buzz" words that will resonate with your targeted brides. Q: What is the website of the image sharing and online networking service that you referred to in the presentation? Two Bright Lights? A: Yes, the name is Two Bright Lights and their website is www.twobrightlights.com. And, their Twitter name is twobrightlights. The other industry professional I mentioned was Alison Hotchkiss with Alison Events. She is an event planner who specializes in destination weddings. Her website is www.alisonevents.com and her Twitter name is AlisonEvents. (Check out my recent Blog post on some of my favorite industry professionals and Blogs I follow... http://beverlyclarktraining.blogspot.com/) Q: Do you believe that mentioning some of the upsell items (i.e. bridal party spa day) in the initial contact will scare the bride off or excite and reel them in? Should we throw out all the options at the beginning to entice them to utilize our services? A: I think in the initial contact, listening is "key" to determine what type of bride you have on your hands, and then introducing the appropriate upsells. But yes, upsells should always be presented in the beginning to show the bride your creativity and willingness to create the perfect wedding for them. It also helps get these items into the budget early in the process before things start to get a little tight! I am also a fan of reminding brides of different upsells along the way as well. You never know if a "bride on a budget" will all of a sudden have a little extra money to spend and change her mind when she initially said "no" to something. You can even host an evening for all of your brides where you showcase some amazing "personal touches". Have your linen vendors set up some tables, bring in specialty china, glass & silver, recruit your wine vendor to set up tasting tables of higher tiered wines (they do this for free!). It’s similar to a bridal show, but on a much smaller, more intimate scale, and it’s just for your brides. Brides are VERY visual, and sometimes once they see something, they just HAVE to have it! >> Print this article
"The happiness of a man in this life does not consist in the absence but in the mastery of his passions."
- Alfred Lord Tennyson |
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| People in the News! | |||
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Congratulations to our new
Beverly Clark Certified Wedding Professionals: Kim Moizo, Private Event Director, Arrowhead Country Club Kristin Meyer, Private Event Director, Brandywine Country Club Lindsey Dienstbach, Private Event Director, Arrowhead Golf Club As well as gaining their certification, they now have the right to use a logo with their new designation on all marketing materials.
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| What Do You Want to See? | ||
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Send us your ideas for future newsletters and topics and we'll do our best to accommodate your request. >> Submit Your Ideas and/or Subscribe to our Newsletter |
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| 30 Second Survey! | ||
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You Asked For It, You Got It!
In 2010, Beverly Clark Hospitality Training will hit the road and travel the country to bring you live, interactive, catering sales workshops. Should we host one in your town? Let us know! (survey here) |
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| Webinar Series | ||
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#5 - Building the Perfect 2010 Special Events Marketing Plan
Join us Online on November 18, 2009 at 11am PST/1:00pm CST/1:00pm EST (approximately a one-hour duration) Topics will include: Competitive Analysis, Correct Positioning in the Marketplace, Targeting Market Segments, Components of a Well-Written Plan, Follow-Through and Execution, Upselling and Revenue Increasing Strategies. To register or for more information >> Please visit our Learning Center |
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| Connect with Lynne | ||
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BeverlyClarkTraining.com |
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| Certification Course | ||
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All-new, 2009 Beverly Clark Wedding Professional Certification Course
Know the secrets to not only increasing your wedding revenue, but to creating the experiences that will leave your brides in awe! Pricing: $599.00 per person Please inquire about multiple person discounts. For more info & to register, please visit: >> BeverlyClarkTraining.com
"With more success comes greater problems along with greater ability to solve them."
- Mark Victor Hansen |
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| About Lynne | ||
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Editor in Chief Lynne LaFond DeLuca Lynne is the Sr. Vice President, Business Development and Education for Beverly Clark Hospitality Training. She is a highly regarded speaker in the special events industry and has written for industry publications including Boardroom and Catering magazines. Lynne has trained people around the world in the art of catering industry sales and operations. She has an absolute passion for what she does and for helping the people that she works with in the hospitality industry to perform at their maximum level. lynne@beverlyclarkenterprises.com More info on having Lynne as a Guest Speaker at your next industry event or sales meeting, please visit >> Beverly Clark Hospitality Training |
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| Resources | ||
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 Contact 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  For information on advertising in this newsletter please go to our: >> Newsletter ad information  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 |
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| Credits | ||
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Top photo courtesy of Alec & T Photography |
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