Bed & Breakfast: Victoria Bed & Breakfast (Marketing Promotion)
Marketing Promotion
According to a 1994 PAII study and the 1988 Michigan Study cited above, 72% of B&B guests selected the B&B and made reservations before leaving home. Information sources which prompted B&B stays were as follows:
| * Public relations, word of mouth, unknown | |
| Returning guests | 14% |
| Advertising paid | 16% |
| Referrals from former guests | 14% |
| Chamber of Commerce referrals | 10% |
| Travel guide and books | 9% |
| Drop in/Street traffic | 5% |
| Other various | *4% |
| Automobile clubs | 2% |
| Associations/Brochure | 4% |
| Referrals from other inns | 4% |
| Travel agent | 1% |
| Media | 1% |
| Reservation service | 1% |
In a 1990 Wisconsin study, B&B operators gave the highest effectiveness ratings to B&B directories and to the Chamber of Commerce. Telephone book listings and newspaper advertisements are considered relatively ineffective. At the recent Upper Peninsula B&B Conference, surveyed innkeepers concurred with the Wisconsin results in that most of their new business was received from the Chamber of Commerce and the state association.
Based on the above information, our marketing efforts will be in the following direction:
Become members of the Munising Chamber of Commerce, Lake-to-Lake Michigan Bed & Breakfast Association, Upper Peninsula Bed & Breakfast Association, Upper Peninsula Tourist & Travel Association, Downtown Marketing Authority and AAA.
Build a home page on the Internet: several are already in place, which take reservations directly over the computer. The Lake-to-Lake Michigan Bed & Breakfast Association's 1996 directory soon will be on-line as well, in which we will be listed promptly upon joining. Be listed in the State of Michigan's Travel Bureau's database.
Compile a Press Kit for B&B guidebooks, magazines, and media: Victoria has already managed to receive four front page articles, 3 editorials, and several letters to the editor. From that publicity, we have received inquires from lower Michigan and Colorado about our opening date.
Design an attractive brochure for distribution at tourist and information centers, the new marina, restaurants, downtown stores, appropriate public events, recreation and sporting shows, antique dealers, funeral homes, the hospital, the college and organizations. Be listed in historic walking tour brochure at the museum.
Mail brochures to potential customers from the newspaper i.e. engagements, reunions etc., family, friends and old classmates from downstate. Each family member is being asked to forward the brochure to their place of business newsletter.
Establish cross promotion and joint marketing with other B&Bs in the Upper Peninsula, Lower Peninsula, Wisconsin, Minnesota, and Canada.
Place advertisements for "Getaway Weekends" in the Green Bay newspaper. Other advertising will be in the Great Lake Superior Circle Tour magazine and on Public Radio 90.
Open Victoria for small community meetings, luncheons and retreats. Print gift certificates for benefits and business cards for distribution at local community and business functions.
Although the business traveler is not our primary market, several state and federal employees and private consultants that routinely travel to Munising, some for pleasure as well as business, have expressed an interest in making our B&B their regular lodging choice.
