Foreign Perspectives

Archive for the ‘Marketing’ Category

Although we’re now well into the marketing season for B&B and self-catering listings sites, the usual wave of marketing e-mails from such places is quite noticeable in its absence this year.

Last year was a little unusual to be fair as maisoneurope.com had a new owner and he was firing out e-mails like there was no tomorrow several times a month at least and sometimes several times per week. This year, that particular factor is absent for the moment though presumably he’ll be getting going again in the not too distant future provided he’s not gone bust on the adwords campaigns that he was running. Whether he was successful at it or not remains to be seen but the site has never yet come up on ordinary searches that I’ve done myself so I’m a bit doubtful. Still, perhaps the adwords to sell the properties combined with the subscription income from them is enough to keep things ticking along nicely.

This year, all that’s appeared sporadically has been an e-mail from frenchentree.com who are expanding their site with rental listings. The pricing doesn’t really work for B&B so I’ve not bothered with them as yet but if their six months free offer is still around in February I’ll probably take them up on it.

Our own sites don’t have offers as such in that they’re free all the time which has caused us problems in roping in new entries for the crazy reason that people figure that if it’s free it doesn’t have any worth. Consequently, we added the option of paying us £29 per year which by placing a value on the listings meant that we started to pull in more people than before.

Of course, that begs the question: if I raised the notional price to, say, £129 would that bring even more people in?

Indeed, if I listed it as a six months free offer would I pull in really big numbers of new entries?

I’m toying with the idea of doing something along these lines on one of our new-generation sites – either Inns4u or perhaps, when I get around to updating it, Our French Chateau (which gets a surprising number of hits even now).

Marketing a B&B is usually a Winter-time activity as you’re just too busy to do much about it during the Summer season when you’re full with guests.

So, as we edge out of the shoulder-season (which can be quite busy), we’re edging into the marketing season and therefore the arrival of e-mails offering to advertise your B&B and bring you thousands of bookings if only you’ll pay a few hundred pounds to list your place.

Last year, I thought I’d have a go at e-mail marketing for the listings sites that I run and was very surprised at the initial reactions that I got. Although the sites are free to list, or rather because they are free to list, several people were very suspicious about them in their replies to my e-mails. So, I had a think about this and added a charging option which interestingly helped me pull in a lot more entries than when it was totally free!

Funnily enough, only one person has ever paid for a subscription to the site yet it seems necessary to have a charge sitting there so that people give their free listing a value ie they are saving £29 per year. The value is even better this year though as I now offer to pay those listed for any recommendations that come via them.

Anyway, I’ve fired off my first batch of e-mails to B&Bs in Scotland last night and it’s already pulled in a dozen or so new entries which is pretty good going for the first day and, all being well, they’ll be trickling in over the rest of the week.

In that insurance companies operate across national boundaries, you’d expect that the standards they adhere to would be international ones. After all, it would be too complicated to run with one set of rules in one country and a totally different one in another, wouldn’t it?

You might think that, but it ain’t so in France.

In France, once you’ve signed up for car insurance with one company it’s not possible to shop around each year as you’d do elsewhere in Europe because to change your insurance company, you must cancel your existing insurance by recorded delivery letter at least two months before your renewal date. However, as you might expect that’s before they’ve told you what it’s going to cost ie you’ve nothing to compare it against the price another company might quote.

We on the other hand are in the “fortunate” position that our previous car was wrecked and therefore could go into another insurance company for the quote. We’re also in the unusual position of knowing what the renewal premium would have been for the little car pictured and that our new and somewhat larger car was around EUR 200 cheaper to insure!

Not that you can totally walk away from the old company of course. You obviously need something to say what the discount you’re entitled to is and that’s what we’re trying to get now with, so far, no success.

What about the payout from GAN for the old car? We were wondering about that too. The car accident happened on May 23rd yet we still have had nothing from them which is why we’re now with a different company.

OK, so you’ve got a lovely B&B, brilliant location and beautifully decorated but what about attracting some guests?

That’s usually the step that fells most B&B owners as they generally get into the business by accident, figuring that if they have a lovely place then loads of people will come to stay.

Unfortunately, it rarely works like that and before long they start looking around for places to advertise this “heaven on earth” that they’ve created. Sadly, some of the owners leave that step far too late: you should get going on your marketing efforts as early as possible, even if it means that you are advertising the place before it’s ready and need to add “ready next Easter” or whatever.

As usual, we’re getting going on our own marketing for the new year fairly soon. In addition to the annual upgrade of our family of listings sites (OurInns) we’re rolling out two new initiatives in that area: Whole Earth Guide already and soon Inns4U. All are free listings sites so if you have a B&B or self-catering (vacation rental) place now’s a good time to add yourself here.

It might sound like a silly question but what you’re selling at the moment might not be what people think you’re selling.

For example, we consider our place a hotel/restaurant ie a place that has accommodation that you can stay in plus a restaurant that you can eat in. However, we have had people staying who consider it a B&B and others who consider it a hostel. Someone today even let it drop that it’s a pub-restaurant which, argueably, is exactly what an inn is.

Those differences should, of course, be matched with corresponding marketing campaigns as there are at least four different types of people who would consider staying or eating with us:

1. As a hotel/restaurant, we should expect to have a fairly high proportion of overnight bookings and individual stand-alone meals sold;
2. As a B&B the expectation is that the owners are there to chat to the guests over meals;
3. As a hostel, it should be cheap with no limits on the number of people per room and perhaps with cooking facilities for the guests (none of which we provide!); and
4. As a pub we should provide “pub grub” at lunchtime and a bar in the evenings (neither of which we currently provide, though we’ve considered them).

There are entirely different ranges of websites that we should be listed on to match each of those views of our product. We’ve largely got the hotel side covered, but don’t run to a lot of B&B listings really. As for hostels? Well, the main problem we find is that hostels are “supposed” to be in the city and we’re not which makes for a divergence in expectations compared to reality that isn’t good.

If you want to avoid unpleasant surprises on the feedback front, it’s best to ensure that what you’re selling is the same as what people think they’re buying!