Question

Topic: Advertising/PR

Concierge Package

Posted by Anonymous on 4/28/2010 at 5:36 AM ET 180 Points
We are working on a concierge package for a client who owns a restaurant. The goal is to gain new customers who are staying in hotels nearby. We are thinking of creating a presentation folder that will include their menu, advertisements, coupons/gift certificates and whatever else we can think of that will attract new customers. Once this pkg is complete, we plan to invite the concierge's from the nearby hotels for a free meal to encourage them to send customers our way.

I think this is a good idea, but I am thinking the concierge's are going to want something more than a free meal, and carrying presentation folders might be a bit of a pain for them. Any thoughts on this?

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RESPONSES

  • Posted on 4/28/2010 at 8:06 AM Accepted
    Your materials and the personal experience the concierges have in your restaurant are the concierges' inventory.

    They WANT this stuff so they can demonstrate their familiarity with the area to hotel guests. Without them, they will be very reluctant to recommend you, or they will have to say something like, "I can't really vouch for this, but you might want to try ..." -- not a great recommendation. They look like they don't really know the "inventory."

    The problem you'll have is that you will need to make this an ongoing program, because (a) there might be some turnover among your target audience, and (b) you want to remind them frequently of new menu items, unusual specials, other news they can use in describing your restaurant to guests. (This is "keeping their inventory fresh.")
  • Posted by Jay Hamilton-Roth on 4/28/2010 at 8:28 AM Accepted
    Talk to your local concierges first. Ask them how/why they refer restaurants to their guests. Then, provide them what they need: marketing materials, sample meals, special phone numbers, etc. For your concierge meal, you might consider fusion marketing with other local (new) businesses.
  • Posted by NovaHammer on 4/28/2010 at 9:05 PM Accepted
    My Father in law gave me his best line years ago.
    After staying and eating in the same hotel restaurant for a week but wanting something different, he succeeded.

    He approached the Concierge knowing he would refer him back to the same dining spot so he asked him "Whats the 2nd best place to eat in town??"

    After a smile and a pause he got a suggestion that was outside his hotel...and pleased him ....anything here for you?

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