Standard Procedure for Hotel Advertising and Promotion

SOP Number: S&M – 11

Department: Sales and Marketing – Marketing

Date Issued: 02-Jul-2017

Time to Train: 30 Minutes

Hotel Advertising and Promotion Standard procedure:

• To ensure a targeted and cohesive marketing plan within the existing budget parameters.

• Advertising and Promotion for hotel or resort is defined as all print and electronic media, property brochure production, signage, email newsletters, internal marketing and advertising.

• Advertising by the marketing team is an important supplement to the direct selling efforts by the sales team.

• Advertising style for the rooms should be tactical and image based.

Advertisement and marketing activities are done by hotels in order to:

1. Create brand awareness.

2. Build or maintain a brand’s image.

3. Announce hotels opening.

4. Announce special events.

5. Announce about special offers and deals.

6. Find target customers.

7. Find potential business leads.

• Advertising reaches a vast audience and has a potential of reaching large number of future prospects or leads.

• It is ideal to higher a local advertising agency on contractual basis or per project basis to create, coordinate, produce and place visual media and materials.

• According to the required advertising plan, marketing department must provide the correct briefing to all concerned.

When using the services of a advertising agency it is required to provide the below details:

1. Project’s objectives.

2. Target audience.

3. Special offer.

4. Benefits.

5. Validity.

6. Type of advertising etc.

• It is important to give a correct and written brief, there should not be no room for misunderstanding.

• Input for the advertising campaign must involve from all parties concerned.

• The production quotation and media plans to be sent to General Manager and Director of sales and Marketing for approval.

• Evaluate the creative made on basis of distinctivity, presentation and most importantly does it have the selling point ?

• The Sales & Marketing should be consulted prior to commencement of the work.

Training Summary questions:

Q1. Why advertising is important part in hotel's success?

Q2. What all are included in advertising and promotions?

Q3. Who is responsible for reviewing and approving marketing plans?

Q4. On what basis the creative media to be evaluated?

Q5. Who should give briefing about the proposed marketing plan?