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 ‘The Lodge at Moosehead Lake’

The Path of Connectivity in Marketing Your Inn

September 22nd, 2015 by Janet Wolf

The Path of Connectivity and it is crowded!

                   The Path of Connectivity and it is crowded!

As innkeepers, your job, and the job of the marketing firm or marketing association you have hired or joined, is to connect people with your Inn, your brand message. The path of connectivity in marketing your inn has evolved since the emergence of the internet so many years ago. It is hard to even remember marketing without it!

According to Lisa Gevelber in an article entitled, “The Shift to Constant Connectivity,” “What distinguishes great marketers is their unwavering focus on those people – on their needs, behaviors, intentions, wants – and an ability to avoid the shiny temptations of marketing solely to things – like devices, channels, technologies.” What does marketing to things mean? I believe it means using technologies to push a product, “buy this because it is cool.” Basically the difference between marketing and branding.

“A brand will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say ‘buy me.’ Instead, it says ‘This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.’ James Heaton,‘”The Difference Between Marketing and Branding.”

Let’s look at an example of how marketing “solely to things” can create disconnects.

People can be easily lured by the flashy veneer of a property on the web, but when a guest’s feet hit the floor of the reception area, this is where the guest experience starts or…

Here is an example. Recently some friends of ours checked into a new property basically to see if all the recent publicity stood up to the reality. Here is what they experienced.

  • They asked for restaurant recommendations and were told that there were not many “good” restaurants in the area. The staff at the reception desk went on to  recommend the restaurant at the Inn. They told her they had dined at their restaurant last night and wanted to try something else. Blank face and no recommendations were offered. Are you kidding me! Disconnect.
  • Their guest room looked great on the web (flashy) but the rate and the room size and features created a definite disconnect. Nothing wrong with a small entry level room but it must match the rate and this room did not deliver value. Disconnect.

Remember what was said earlier, good marketers focus on reaching the people, their needs, behaviors, intentions and wants. This Inn was good at the “look at me, buy me, I am cool,” but beyond that the lure was broken.

Here is an example of innkeepers and their marketing team that “get it.”

Linda and Dennis Bortis, innkeepers of The Lodge at Moosehead Lake wanted their brand message delivered. Here is what they had to say after their new website and photography was launched back in 2010.

Just one of many experiences at The Lodge at Moosehead Lake

One of many experiences at The Lodge at Moosehead Lake

“We are the only lodging in inland Maine that provides an authentic North Woods experience in the lap of luxury.  It’s this story that became the communication message we want the lodge to be known for. In the world of small hospitality properties, as for most small businesses, the Internet is the Great Equalizer.”

The Lodge at Moosehead Lake

The Lodge at Moosehead Lake

Now, this was in 2010 and their message is still strong on their website. But the constant connectivity and the multi-screen reality that has evolved since 2010 is also apparent in their marketing. The increased ability to reach their audience through new technologies is understood by the innkeepers and their ongoing relationship with their internet marketing group, White Stone Marketing and Jumping Rocks Photography.

Does The Lodge at Moosehead Lake have great rooms with custom log beds, views of Moosehead Lake, luxury bathrooms, a fire pit by the lake, great food (lobsters!) and signature cocktails? You bet and much more. But these are the things that support their brand, that complete the package. People come the Inn to experience the overwhelming beauty and adventure of the Moosehead Lake Region. Linda and Dennis provide this because they know what their guests want and need while visiting them. No disconnect here!

In conclusion, we know that advancements in technology are constantly growing and changing at a rapid pace, that 99% of your guests are constantly connected and are your guests today and tomorrow.  They have followed that path of connectivity, have you? The new technologies are available as a benefit to enhance your marketing. It will never replace you and the experiences you provide for your guests. That is the connection that is sustainable.

I’ll end with another great quote. “The brand is what remains after marketing has swept through the room.” Love that! Thank you James Heaton.

Thanks for Listening,

Janet Wolf

Moosehead Lake Region -“America’s Crown Jewel”

April 15th, 2015 by Janet Wolf


Moosehead lake Region maine

“America’s Crown Jewel” view from The Lodge at Moosehead Lake’s property

Looks like there is a new dawn on the horizon for Greenville and the Moosehead Lake Region of Maine. Last October the Moosehead Lake Regional Economic Development Corp (MLREDC) hired a destination branding expert, Roger Brooks, to develop a branding strategy for the region. The results have just come out. Friends of The B&B Team and client innkeepers at The Lodge at Moosehead Lake communicated to us their enthusiasm for this initiative. I immediately started my research starting with a video of Roger Brooks’ presentation to the committee and area residents and business people. He is a dynamic communicator and spot on with his observations and recommendations. They made a good choice when they hired him, in my opinion.


Moosehead Lake Region Maine

Mt. Kineo’s cliffs rise from Moosehead Lake’s surface. Photo by Peter Frank Edwards

How many people in the US and the world know how fantastic the lake, the islands, woods and mountains of the area are?  After just a few days visiting the area, Roger and his crew were so impressed with the overwhelming beauty of the area he said: “This is one of the most spectacular places in the world”. Thus the new tagline “America’s Crown Jewel”. Now the challenge is to jump start the economy of the area and get the message out.

The Innkeepers of The Lodge at Moosehead Lake, Linda and Dennis, do a fantastic job of marketing their inn. They are well known for their personalized packages that give their guests soft adventure excursions exclusively arranged by the Inn and led by Master Maine Guides. The Lodge pioneered the Moose Safari trip as a unique experience for its guests almost 20 years ago. The packages are an exciting part of the Inn’s business with over 20 four-season excursions to select from. Choices include a full day Fly-In Canoe trip, White Water Rafting on the Kennebec River, Hiking, Bird Watching, Dog-Sledding, and a lake cruise on the historic 100 year old Katahdin Steamboat! They are truly a destination inn in a destination location.


Moosehead Lake Region Maine

Photo / Courtesy of Moosehead Lake Region Branding Initiative Committee
A slide from consultant Roger Brooks’ Friday presentation on the Moosehead Lake Region

The strength of a destination location must come from more than tourism. Roger states; “The plan isn’t just about attracting tourists. It’s about bringing young families here, building businesses and lives, and sustaining the community long into the future.” We are going to put Moosehead Lake on the map as a terrific place to live, raise a family, own a business, and visit.”


Moosehead lake Region

New Post & Beam owner’s home-The Lodge at Moosehead Lake

The Lodge at Moosehead Lake has recently added their own ‘jewel’ to their property. One of the most spectacular post and beam innkeeper’s homes in the world? I’ll go with that tagline! Photos by Christian Giannelli Photography confirm this. You can view the rest of the lodge’s beauty here.

Moosehead Lake Region Inn

The Lodge at Moosehead Lake, Greenville, Maine

New owners of The Lodge at Moosehead Lake will have the opportunity to live and work in one of the most spectacular places in the world, own a thriving Inn business and set up roots in a jewel of a home. In addition, the opportunity be a part of the future investment in the region. Very exciting!

Thanks for Listening,

Janet Wolf