MARKETING MATTERS | ANGIE PETKOVIC
Choose your words wisely
Every month ANGIE PETKOVIC picks one of your questions to answer
in her regular column. To have your Marketing Matter considered, email
one of the team or send to Angie directly
I
n the words of Bananarama: “It ain’t what hotel label in like a school child’s name spend time thinking these things through,
you say; it’s the way that you say it.” All tag and putting up a sign that said: “Feel and you don’t have the time or money,
right, so I’ve used a bit of artistic license free to use these bathrobes while you are right? The answer is no. Not right. Actually,
with the lyrics, but the point I’m making is here, but leave them behind when you everyone has the time, but not everyone
that it isn’t what you need to say, but how go. Missing robes will be charged to your has the impetus.
you say it that’s important. card.” Fair enough, a direct approach and
Let’s start with a little exercise. Working
there’s nothing particularly offensive about with the condition “paid for WiFi”, try to find
there’ll be at least one ‘crisis’ story where it, yet it somehow implies they expect five different ways to let your customers
a business or individual is under fire and me to steal - an affront to my character. know they need to pay to surf. Write them
is defending their reputation, and in the Maybe I am being oversensitive, but the down, and make sure each one is different
following days or weeks, you’ll see some problem with written word is that it’s read to the last. Done it? Now read them back
come up smelling of roses, while others in the tone in which your guest chooses to to yourself and if you can, get someone
emerge with their reputation in tatters. The take it, so it’s best not to leave any room else to read them too. I can guarantee at
difference; how the words were phrased for interpretation. What’s more, the sign is least one will have an ‘attitude’ attached
and how the narrative was controlled. only relevant to the guest who does take to it – whether you intended it or not – and
the robe, so it feels a bit rude to assume there’ll be a clear winner in the friendly
events, but the core advice can apply my guilt in advance; innocent until proven stakes. It may not be perfect yet, but it’s a
at all levels of hotel management. Most guilty and all that. start and it’s from this clear leader that you
Read the news on any given day and
This is the most extreme version of
commonly, this advice is organically
The second hotel took a similar
need to build.
Practice makes perfect, so keep going
implemented at front of house customer approach, but their language was so much service level; it’s also where hoteliers do different and warmer and therefore my until you think you’ve got a sentence which
it best too. As it is so obvious and visual, reaction was too. Their little card said “I’m perfectly balances your guests and hotel
it is easy to train into staff and to monitor snuggly and warm and here for your stay. style, but which has no room for attitude.
ongoing customer service. What’s more, If you find you love me so much that you it draws on the natural talents of your can’t part with me, you can pop me in your own hotel. Walk through the door and try
team, empathy with customers, building a suitcase for just £36.” The upshot is the to see it through the guests’ eyes. What
rapport, and being able to see a customer’s same – take the robe, we’ll charge you for signs are on the wall? What notices are on
reaction in real time. Naturally, people, and it – but one told me off while the other the reception desk?
your training, will work to give the best almost encouraged me to take it home. In What about their bedroom or the
possible answer, in the best possible way. fact, speaking to the owners of the latter menus or the bar signs? What are those
hotel, they’d seen robes ‘disappearing’ messages? Are they right? Are they literal
what you and your property are saying more after they included the sign, but it or are they engaging? How can they be
beyond front of house; the bit where had become an added-value for guests, improved? The investment is worth it – it
direct engagement isn’t happening made a small margin income for the hotel, improves the overall culture or personality
and you can’t adjust your response by and left both parties feeling positive. No of your brand and property and it pays
‘reading’ your customer. one complained about being charged. dividends in repeat custom too. What are
So, what I instead want to consider is
I’ve stayed in two places recently
I appreciate the nuances are small,
Next, it’s time to go on a tour of your
you waiting for?
who work perfectly for a comparison. but we can probably all name at least one Both provided fluffy white bathrobes in brand that leaves us with that welcome Angie Petkovic is managing
their rooms, and both had clearly been and valued feeling, with whom we want to director of APT Marketing & PR.
suffering from guests ‘helping themselves’ build loyalty and rapport, and who we think If you have a marketing matter
and taking the robes home. The first had just ‘get it right’. The problem is, these you’d like Angie to answer, email
taken the direct approach, stitching a brands often have a big budget or team to [email protected]
34
www.hotelowner.co.uk
February 2019