by David Longmore

How incredible would it be if we could program our TVs with regard to commercials? Goodbye to the bearded guy that does all the strange infomercials; hello to seeing possible destinations for my family vacations as well cars I'm dreaming about. And why can't our TVs figure out where we live and let us select commercials from businesses closer to home? TV will be moving to more permission-based marketing in the next decade where they ask for our permission and preferences. People love to buy what they like and want.

How can you use some of the same permission-based techniques many companies will be implementing in the near future for your inn today?

Gathering Permission

The first principle we need to understand about permission-based marking is how to get permission from past and potential guests.

One of the best ways to gather permission is to allow your guests to opt in or out to receiving information about discounts, specials, or promotions you offer during the year, when making online reservations on your website. With phone reservations, also ask for permission to send the guest promotions and details. Record this permission in your guest management system such as Reservation Nexus, ReZovations or Guest Tracker.

Another solid source of gathering permission is from offering a newsletter signup page on your website.

Both of these methods get permission from guests first, instead of marketing to them without permission. While both marketing styles work, permission-marketing has a higher success rate. That makes sense, right? Past and potential guests are more likely to look at what you send them if they have agreed to receive it.

Some permission is naturally inherited or gained. For example, when guests make reservations online or by phone, they grant you permission to send them a confirmation e-mail. They expect and insist upon receiving some form of confirmation.

What do you do with this permission?

Once you have gained permission, what are some of the marketing avenues that open up to you?

Welcome E-mails and Thank You E-mails

How beneficial would it be if each guest were to receive a map and directions e-mail two or three days before their arrival, welcoming them and communicating the best way to travel to your inn. First impressions count and help impress your guests even before they arrive.

Also, think of how nice it would be for each of your guests to receive a personalized e-mail a few days after their departure thanking them for their stay. If they open it at work they may show it to coworkers or they may forward the e-mail on to family members or relatives. In the thank you e-mail you can have them share their experience with links to TripAdvisor.com or bedandbreakfast.com.

Birthdays and Anniversaries Are Amazing Opportunities

Out of all of the guests who have ever stayed at a bed and breakfast or inn, how many of them have ever received a birthday or anniversary e-mail? What a great opportunity to celebrate with them during these special occasions with maybe another opportunity for them to come stay again.

I remember as a child my dentist always sent a postcard to my house on my birthday. He wished me a very Happy Birthday but also included the last time I was in to see him and a reminder that it was always a good idea to get my teeth cleaned every six months. When my mom saw the postcard she would call him that same day to schedule an appointment because she didn't realize I was due for an appointment.

We have found that statistically around 50% of the people who book online on your website will let you know their birthday and anniversary. They love to be acknowledged on these special occasions.

Most innkeepers find that it is best to send birthday e-mails on the day of the guest's birthday. An anniversary e-mail is best sent with enough time for them to make arrangements to come stay with you again; perhaps 20 days before their anniversary.

Newsletters

Guests will feel a connection with you and your inn after their stay. You can keep the fire glowing by continually updating them with newsletters about special events going on in your area, useful ideas, recipes, as well as your current promotions.

Holidays

Holiday greetings are another wonderful opportunity to connect with your customers. Many times guests just need a little reminder presented to them in a nice, professional way. If you help them reminisce how they felt when they stayed with you, they will take the steps to come back during these occasions.

Promotions

Promotions are all about getting you more business and maybe during the times when you need business the most. Providing incentives may be the extra nudge they needed to come stay with you again. How often have we bought things when offered a little discount or freebie?

Most promotions revolve around reduced rates, maybe a free night or a special gift to come stay during your slower months. Because they agreed to receive your promotions, they are among a select few who know about these valuable promotions. That makes them a VIP.

Recipes

Share ideas with guests and they will pass them on to others they care about who have similar interests. A favorite recipe is a simple, non-aggressive and extremely effective way to help you brand your inn.

Promote Gift Certificates

About a month ago my sister received a gift certificate from a massage therapist she had visited previously. Since she was unable to use the gift certificate at the time and knew that I had a sore back, she gave the gift certificate to me. I used it and have been to that same massage therapist ever since. Even though the session was marketed to my sister, I ended up using it and in the future will probably refer business to that massage therapist. Even though the first session was free for the first 30 minutes, I paid the normal amount the second time, and he now has a new customer. This is a fantastic example of the power of gift certificates.

Avoid "Wearing Out" the Permission you've been Granted

Professionalism in business is essential. You want to make sure that you don't spam your guests too often or with too much information. A good rule of thumb is not to send out more than 12 promotional e-mails, newsletters, or holiday greetings in a given year. Daily or even weekly e-mails turn people off to your message. They start to revoke the permission they granted you by asking to be left alone.

Make sure you always allow guests to unsubscribe on e-mails they are receiving or may have received in error.

Automate Your Marketing

Permission-based marketing is powerful but really isn't possible without automated processes. In this fast-paced world and with all the hats you wear as owners, innkeepers, or general managers, taking time to write and send birthday letters or thank you e-mails, even with the best intentions, doesn't normally happen. Yet these constant communications with your guests help your inn immensely and improve your guest return rate.

There are very few seamless guest management systems on the market that help you automate your permission-based marketing efforts. We'd highly recommend taking a look at Reservation Nexus if you are looking into permission-based, automated marketing.

Feel free to give any of us Red Carpet Professionals a call to brainstorm ideas for your inn with regards to permission-based marketing. We'd love to help out and get to know you.