Inn Consultants and Brokers Since 1993

Rick Wolf and Peter Scherman (that’s Rick on the left and Peter on the right) are both experienced speakers who have presented on a range of innkeeping related topics at the state, regional, and national level. They gather and analyze research for the Innkeeping industry and welcome the opportunity to share it with others. Contact Us

The B&B Team

Posts Tagged ‘social commerce’

Living Social Interview II

June 29th, 2011 by Janet Wolf

The Lakehouse Inn & Winery

The Lakehouse Inn & Winery

The Lakehouse Inn & Winery in Geneva-on-the-Lake, Ohio is the subject of our second interview with innkeepers who have used Living Social or another of the social commerce sites available. The opportunity for innkeepers to take advantage of these sites to pump up the volume of their business in the off seasons have become more and more prevalent. Is it here to stay? That will depend on the public and the experiences they receive. Let’s hear what innkeeper Andrea Bushweiller has to say about her experience and her guest’s comments on their experience.
Q What was your motivation for using Living Social?
I first heard about Living Social at the PAII conference in January and after speaking with a representative from the company decided it would be a good way to generate business mid-week during the winter months when business is usually very slow.  I also thought it would be a great way to reach consumers that did not know about our facility and the extra business would keep my staff busy.
Q What did your package include?
The package includes 2 nights lodging in a traditional B&B room or cottage (Sunday-Thursday), a full breakfast each morning, 2 wine tasting trays, a bottle of Lakehouse Inn wine and 2 souvenir wine glasses.
Q What kind of feedback have you gotten from the participating guests?
Overall, the guest comments were positive-many of them had never been to our area or our Inn before and many said they would return again.  Some people were disappointed that there was not a lot to do in the area (it was the off season) and many complained about the weather (nothing I could do about that!).  Also, many people did not read the restrictions before they purchased it so we had to spend time explaining to guests that it was only valid in the winter and why they could not use it during the summer.
Q Would you do it again?
Yes, I would do another Living Social for a similar time period (mid-week during the winter months)
Q What advice would you want to pass on to innkeepers who are considering putting a package on a social commerce site?
1.) Be prepared for your phone to ring like crazy the first 48 hours.  Even though we were told to be prepared we were not ready for the 100+ phone calls we received each of those days.
2.) We had to extend the dates of our offer. All of the dates for the last month (May) booked up in the first few weeks.  We then had numerous guests call us in mid-April/May wanting to make reservations and we no longer had dates available so we had to extend the offer for the end of October-mid-December.
3.) If you are going to offer a deal from Living social or a similar site think carefully before you choose the dates that you want to the package to be valid for and only offer dates that would normally be empty.
Thank you Andrea.
For more information on the subject PAII CEO Jay Karen has recorded a video entitled “Social Buying: Craze or Just Crazy?,” which is one of PAII’s webinars available to members. He has teamed up with innkeepers like Andrea who have used social buying. They discuss everything from the successes to the challenges. Worth looking into? Any information available to help innkeepers attain a higher degree of marketing success is definitely worth looking into. The video is available for purchase or free depending on your membership level.  Also check out the PAII Forum for the occasional thread on innkeeper’s experiences and questions concerning social commerce.
One of the best and most informative blogs on social buying was written by The B&B Team affiliate and braniac Scott Bushnell. If you haven’t read this already, read it and read it again! What’s all this Stuff about Living Social and Groupon? Among other information Scott explains the financial process innkeepers should consider to help them understand the variable costs involved when creating a package. This information is most valuable. We believe that before you proceed with social buying as a provider the more research and preparation you do, the more successful you will be.
Janet Wolf

Living Social Tips from Innkeepers

April 6th, 2011 by Janet Wolf

ShoppersAttention shoppers…group buying marketing companies have hit the air waves. In radio days the airwaves were the frequency that transmitted the signals that carried information to the world. We all know what claims the airwaves today, social media.  And the latest addition to the social media tool box is…

If you haven’t heard, Living Social along with Groupon are the front runners when it comes to social commerce. These two companies have attracted the largest audience of consumers.  Since the introduction of Living Social Escapes (many of us were first introduced at the Charleston PAII Conference) there have been a number of innkeepers that have taken advantage of this form of ‘social shopping’.  This is a new way to attract buyers to your brand. Increased exposure, isn’t that what we all need?

I recently interviewed Janel Martin, Innkeeper/Chef (extraordinaire) of The Wakefield Inn in New Hampshire about her experience with Living Social Escapes.

Chef Martin in The Wakefield Inn Kitchen

Q.  What was your motivation for using this social media tool?

A.  Marketing exposure. In the past I tried all the conventional advertising media and spent lots of money with no results. It has been a struggle to get my name, brand out there. I got instant and phenomenal exposure with my package posting. It went viral instantly.

Q.  What did your package include?

A.  I tell myself all the time, sell what you know and what you know will sell. I do cooking classes that are hands on; I love to get the guests involved. So my package includes a cooking class, a massage and a Deneen mug to take home, and the room of course. Oh yes, I believe it is important that the guest take home something with the Inn’s logo to remind them of the great time they had, so don’t forget to pre order the mugs, I ran out!

 Q.  What kind of feedback have you gotten from the participating guests?

A.  They all leave saying they can’t wait to tell their friends about the experience. I got at least 20 new reviews on Trip Advisor from these guests. Also there were at least 100 people that contacted me saying they missed the deadline and was I going to post one again. These are new people that are now in my database. Many of the people are from as far away as Montreal.

Q.  Would you do it again?

A.  Definitely!

Q.  What advice would you want to pass on to innkeepers who are considering putting a special on a social commerce site?

A.  If I was to do it again I would be more specific and firm about the rooms I offer and the dates. It would be for mid-week only and for a shorter period of time. You must structure your package very carefully and be very detailed about what you offer.

                Thanks Janel.

A point that Janel wanted to empathize is that you can do all the number crunching to see if your package will be profitable and that is important but her real motivation was the increased marketing exposure. This is what we at The B&B Team also believe is a prime reason to use any social media tool.  Marketing 101: Draw customers to your sell!  Your package is your invitation to customers to experience what you have to offer and it must be worth their while. If the growing number of customers using social commerce see your ‘escape’ and think it is worth their while than you have a new customer X 100, 200, 300, 400! Is it worth your while too?  Hope this helps you decide one way or the other.

This will a part of a series of interviews I will have with innkeepers that have participated in Living Social. Stay tuned.

Janet Wolf