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Public Relations Pearls For A Challenging Economy Here are some tips to boost business creatively, without having to invest top dollar. Monday, November 03, 2008 Nina Zapala

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“We will see significant reductions in intended spending for jewelry, fashion, accessories and other personal items. At the same time, spending for the family – automobiles, travel, children's clothing and home décor – are trending up, even over June numbers.” Reported a September 2008 Internet poll from American Express Publishing/Harrison Group, Cara David, co-director of the study and Senior Vice-President, Strategic Insights, Marketing and Sales.

Here’s some food for thought, if people are spending money on travel as opposed to jewelry and fashion, how does a property gain more than their fair share in a sluggish economy?

Lets begin with what won’t work -- slashing prices. Please don’t think that offering the lowest price is a competitive advantage or a marketing strategy. It’s not. Google “hotel discounts” and you’ll see four million search results pop-up. Where is the advantage? How do you stand out in the crowd?

The keys to long-term success are wrapped around authentic experiences and innovative promotions designed to build long-term guest relationships, repeat business, and targeting markets that afford consistent opportunities; such as destination weddings. The common thread that must run through all packages and promotions allows consumers to escape and leave their everyday life behind, to delve into a culture, a serene place, try new food or seek exciting adventure. Which would you choose, a free breakfast or a kayak tour into a mangrove community? Yes, this may be a crude attempt to illustrate my point as some travelers may choose food, but in the long-term no one is going to remember a free breakfast but they’ll certainly remember an authentic adventure such as a kayak experience. Another bonus, journalists will show no interest in a free breakfast but a kayak tour through a protected Mangrove community just might gain you some well-deserved media attention. Remember, emotions are the cornerstone to successful word of mouth and sales.  Authentic and innovative packaging can deliver that connection.

Forbes Magazine posted an interesting article on October 22nd entitled “The Coming Creative Boom” by George Gilder. In the article Gilder states, “The real source of all growth is human ingenuity and entrepreneurship, which often thrive in the worst of times -- and are always surprising.”  How are you surprising and delighting guests? Today is the day to invest. Warren Buffett isn’t bailing, he’s investing millions to reap the rewards of tomorrow. Why not do the same? Invest in your property, employees, and guests to reap the rewards.

Below are seven newsworthy ideas to get you thinking of ways to invest, surprise, and distinguish your property above the discounting fray that is prevalent in the marketplace today.  

1. Are you a luxury property surrounded by luxury properties? How do you differentiate if you all offer similar high-end services?  Sell authentic experiences and the destination. What is nearby that can be offered to guests that can’t be found elsewhere? Can guests participate with environmentalists on a local project? Volunteer while on vacation (check out Global Volunteers, Idealist.org, Eyesong.org), or better yet work with local churches or mosques to develop a unique volunteer program that can be offered to guests. Here are a few more possibilities: spiritual, relationship, health/wellness, cultural travel, and of course culinary travel.
2. Do you have a restaurant in a city center, or near a high traffic area that is sitting empty? Why not develop a truly unique menu or a very special holiday menu? Invite the community, news anchors, food critics and such to be taste testers, or create a new dish linked to a charity and donate a percentage during the holiday season. That’s a news story in the making.
3. As we all know, online research is one of the first actions taken when planning a trip, so my question is are you creating relevant online conversations between your property and your targeted traveling public? Check out The Reef Resort’s news site, http://www.thereef.com/en/about/news.html. This type of property news site is an inexpensive and effective way to keep the conversation flowing. Don’t forget that you are communicating to both consumers and the news media. So provide local insider tips and off the beaten path activities which, by the way, the media loves. These informational news portals help increase online search results and promote traffic to your site. Be sure to keep it informative, up-to-date, and don’t just talk about your property, because always talking about “you” is a total click-off.
4. Are you a child friendly destination?  What are you doing beyond the traditional kids menus and crayons to make families feel welcome? A relevant idea would be to hand out a “hotel credit card,” and give each child a five dollar credit card or play money with some basic rules on credit card usage upon check-in. Visit http://www.ehow.com/how_17278_credit-card-save.html for ideas, and of course keep it age appropriate. This offering provides an educational opportunity that involves the entire family and is a timely story for the media.
5. If you are a drive family destination, why not surprise a guest with a fun driving game and snack upon checkout? That would be a thoughtful surprise not only for the child but for the parents as well. This leaves guests on a positive note upon check-out and stimulates word of mouth.
6. Today, most American’s, including couples, are stressed out about their finances. Why not offer a Financial Relief package. Invite a financial planner and include stress relief opportunities such as massages or a “bailout” cocktail upon check-in.  Of course, this is just one idea but as a whole, PR packages should stay relevant to tap into the current news cycles.
7. If you are slow, now is the perfect time to invite the media to your property. Work with the local tourism office to see if you can include off-site activities as well. Host’em, wine’em and dine’em. You’ll be amazed at the editorial results.