Question

Topic: Advertising/PR

How To Reach B&b And Business Retreat Customers?

Posted by scotburns on 4/17/2008 at 10:33 PM ET 250 Points
I have a potenital winery client that has a B&B on the site. We have deduced that most B&B customers also buy good amounts of wine. They are booked on weekends, but weekdays are empty.

We figure if we can get mid-week tourist guests as well as businesses looking for retereat or meeting getaways we'd sell more wine.

ANy suggestions on cost effective ways to reach meeting planners, retreat planners, etc. at companies?

ALso any good suggestions to target B&B guests?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/18/2008 at 9:50 AM Accepted
    First, ask the people visiting the winery where they're from and how they found out about the winery. This will tell you where to focus your message.

    Offer people purchasing a case of wine a free midweek stay as a promotion.

    Consider joining local Chambers of Commerce. The membership might be your target audience. Host a Chamber mixer at the winery itself.
  • Posted by scotburns on 4/18/2008 at 10:05 AM Author
    Thanks for the ideas Jay, but I need more specific ideas on getting to people outside our community. We need to reach people in San Fran and L.A. and Sacramento.

    BTW - this is a high end B&B and winery and they can't afford to give anything away. The wine is $50/bottle and a night's stay is $250.

    I need to figure out the most cost effective way to reach potenital destination visitors, and to get to the people that are planning a company retreat.
  • Posted by scotburns on 4/18/2008 at 10:09 AM Author
    Good idea about targeteing the retired market, Robert. Other than advertising, do you have any methods of reaching them?
  • Posted by CarolBlaha on 4/18/2008 at 10:13 AM Accepted
    Have you been on meetings.com? They also have a print version of the mag-- featuring a different area each month.

    Your rates aren't cheap but they aren't expensive either. Nonprofits do retreats also-- in fact boards Ive served on always have a yearly retreat and revise the strategic plan.

    You can certainly buy a list for mail or email. I am planning a wedding and I get 4 or 5 sites with packages emailed to me daily. Or pick up the pholne and start dialing. Prepare a retreat midweek package and start talking. You really don;t need a lot of contacts to start filling occupancy.
  • Posted by scotburns on 4/18/2008 at 10:19 AM Author
    Thanks Carol - I wasn't aware of meetings.com. Any suggestions on who to get the lists from. I have considered the strategy, I just need to gather some specific areas to target and need the names of the companies with the lists.
  • Posted by CarolBlaha on 4/18/2008 at 10:32 AM Accepted
    I am sure meetings has a list to purchase. InfoUSA probably has a list of meeting planners.

    Beyond that-- your area probably has a local business journal. They publish a "book of lists" each year with the largest companies in many sectors. I'd call and find the person who organizes such events.

    Another idea is winemaker dinners midweek-- with overnight packages so you aren't drinking and driving. You really can create many events that are midweek!
  • Posted by michael on 4/18/2008 at 1:05 PM Member
    It's not too hard to find the meeting planner at most companies.

    You could also contact the travel agent community (we have several "ins" for that market).

    The local companies might have some interest in using your services during the week simply because hotel rates/taxes are going out of site.

    Michael
  • Posted on 4/18/2008 at 1:49 PM Accepted
    Hello,

    There are many trade publications on the market that will allow you to rent their subscriber files. The only draw back is if you are geographically sensitive.
    In addition, any company that has a dedicated planner will be fairly large. I would estimate over 50 employees.
    You would be missing all the businesses under 50.

    I agree with Mr. Roth about the Chamber and hosting events.

    Most major cities have online news letters posting local events. Start contacting the organizations that are posting events and make your place available.

    Are there any major convention centers in your area? Check what events are taking place and find out how to advertise for services. www.tsnn.com (trade shows)
    www.uschambers.com (chambers across the USA)

    Good luck
  • Posted on 4/18/2008 at 3:17 PM Member
    A winery near here hosts free music every Sunday afternoon. They have a decent size crowd who come and buy a bottle of wine and enjoy the music as they sit on the hillside, or on the veranda. You can bring your own munchies, or you can purchase cheese, meat and crackers there. They allow no other alcoholic beverages or dogs on the winery grounds. They provide tours and have the facilities to move the music inside (and still seat a couple hundred) if the weather isn't cooperating. They are located about 20 minutes from the metropolitan area. Mostly jazz, blues, new age type music.

    Good luck!
    CVN
  • Posted by scotburns on 4/21/2008 at 12:27 PM Author
    Everyone - I really appreciate all the creative ideas, however, what I really need is some answers on the method to reach meeting planners, retreat planners and potential B&B guests.

    Does anyone have a direct mail company that they can refer?

    Does anyone know of certain organizations to speak with?

    Are their any other good advertising routes either print or web that I should look to? I've considered advertising in the AARP magazine, AAA Club magazine, and somehow using email (but I need to know how to reach the target.)

    Thanks again.
  • Posted on 4/22/2008 at 12:28 PM Accepted
    Here are some resources that may help you:

    www.meetingsnet.com (meeting group magazine)
    www.bizbash.com (business event resource site)
    www.event-solutions.com (event marketing web site)
    www.specialevents.com (event magazine)
    www.mpiweb.org (meeting professionals organization)

    If you need a list broker, I recommend Sal Tisi of List Strategies. He is in NY.

    https://www.liststrategies.com/index.cfm?fuseaction=home

    If you use email, either build your own list (by offering freebies, writing articles, etc.) or put ads in relevant email newsletters sent by magazines or organizations. You'll gain credibility, and people will open it because it's something they already subscribe to. Most purchased email lists tend to be very expensive and get poor results.

  • Posted by scotburns on 4/22/2008 at 4:09 PM Author
    Thanks JKaplan - all great ideas and resources.
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