OUTSOURCE MARKETING OR PERFORM SERVICES IN-HOUSE?

Hospitality organizations know they need a marketing strategy, but they may not know the best way to build and execute it. Generally speaking, companies have two choices: hire an internal person or team to handle the marketing, or outsource all or part of the work to a professional agency.
Large organizations, such as resorts, may have the budget to hire internal staff with marketing expertise, while smaller ones may need to outsource the work, even if it’s on a part-time basis. The advantages of handling the work internally include:

• A staff person can dedicate themself to the organization’s marketing efforts
• Employees may understand the business, brand and customers better than an agency.
• Internal staff often respond faster to marketing needs than an agency.
• Internal stakeholders have more control over content.

Outsourcing has its advantages, too. They include:

• Agencies have all the needed skill sets, including writers, designers, videographers and social media experts.
• Agencies understand marketing trends and best practices.
• Marketing firms can customize successful campaigns for each organization’s needs.
• The organization doesn’t need to invest in hiring new staff and add to head count.

A hybrid approach is also an option. This involves an internal marketing specialist being the point person to work with an outside agency. 

BUILDING AN OMNICHANNEL MARKETING STRATEGY

For omnichannel marketing to be effective, organizations need to define overall goals and have a detailed roadmap for how to get there. An omnichannel strategy for a hospitality organization could include a:

• Google My Business Profile to easily connect with customers
• User-friendly website that showcases the organization’s offerings
• An email newsletter featuring special offers, updates and other information
• Social media channels that link to the company’s website
• Text messaging with daily or weekly specials
• Loyalty program that rewards consumers for purchases  

The strategy can include allowing peer reviews on social media channels. Peer reviews have been shown to influence consumers. According to BrightLocal:

• 98% of people read online reviews for local businesses.
• 88% are likely to use a business if the owner responds to all reviews.
• 69% feel positive using a business with reviews describing a positive experience.
• 46% feel that online reviews are as trustworthy as recommendations from friends or family.
• 35% trust consumer reviews as much as recommendations from social personalities.

Hospitality organizations have various objectives for their social media and overall marketing. These include resorts enticing guests to stay for several days or encouraging customers to download their app and join a loyalty program.
 
To prompt customers to take a specific action, companies must first understand what motivates them. Common motivators include a limited time discount, the opportunity to redeem points toward a special purchase and an offer for a free appetizer or dessert. By integrating and analyzing customer data, organizations can gain a deep understanding of what encourages customers to act. The data can also determine what offer is best for each individual customer.

UTILIZE GPO RESOURCES TO IMPROVE MARKETING

Whether organizations choose to handle marketing internally or outsource it, a group purchasing organization (GPO) can help. For internal marketing, a GPO such as Provista has contracts with leading vendors that can find and hire candidates, and perform background checks.
 
A GPO also has contracts with marketing professionals, web designers and others to create and deliver omnichannel marketing strategies and content. These contracts are beneficial for organizations outsourcing their marketing, and they’re also helpful for internal marketers who need third-party help for specialty jobs such as launching a website. For example, Provista’s purchased services program allows organizations to save money on myriad services, including marketing.