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Best Practices in the Best Practices in the SMERF Market SMERF Market Presented by the Stanford SMERF TeamPresented by the Stanford SMERF Team
Ani Shahbaz - Hilton Woodland HillsAni Shahbaz - Hilton Woodland HillsMickey Kruse – Doubletree Suites by Hilton PhoenixMickey Kruse – Doubletree Suites by Hilton Phoenix
Sarah Thurman – Hilton Santa ClaraSarah Thurman – Hilton Santa ClaraLeslie Bauman – Hilton Washington Dulles AirportLeslie Bauman – Hilton Washington Dulles Airport
Crystal Douglas - Hilton CharlotteCrystal Douglas - Hilton CharlotteHeather Campbell – San Diego Marriott Gaslamp QuarterHeather Campbell – San Diego Marriott Gaslamp Quarter
April 2012April 2012
Effective strategies in gaining Effective strategies in gaining SMERF market shareSMERF market share
Involvement in industry events, networking, and hotel promotion (ABC, MPI, Bridal Involvement in industry events, networking, and hotel promotion (ABC, MPI, Bridal
Bazaars, Convention & Visitors Bureaus)Bazaars, Convention & Visitors Bureaus)
Maintaining strong relationships with venues and referral sources throughout the Maintaining strong relationships with venues and referral sources throughout the yearyear
Contact reunion planning companies Contact reunion planning companies
Blitzes to local churches, fraternal organizations, universitiesBlitzes to local churches, fraternal organizations, universities
E-blastsE-blasts
Responding to all leads within 24 hoursResponding to all leads within 24 hours
Contact National SMERF Managers for solicitation lists and opportunities to partner on Contact National SMERF Managers for solicitation lists and opportunities to partner on blitzesblitzes
Bi Annual Hotel Showcases/Client Reception – invite current vendors and future Bi Annual Hotel Showcases/Client Reception – invite current vendors and future potential clients you have been solicitingpotential clients you have been soliciting
Best Practices Best Practices For For social room blocks, we do sales calls to the surrounding area temples, , we do sales calls to the surrounding area temples,
churches, restaurants (that have private party space) and country clubs churches, restaurants (that have private party space) and country clubs and offer the event coordinators a 5% or 10% referral fee for and offer the event coordinators a 5% or 10% referral fee for recommending our hotel. Since some of these businesses and venues can recommending our hotel. Since some of these businesses and venues can not accept cash, we give them gift cards from stores like Target. not accept cash, we give them gift cards from stores like Target.
For the For the education market, we distribute flyers with special concessions and limited time offers and head to the campus mail rooms. Some schools have mail boxes for all of their clubs and organizations and leave flyers in these boxes every two months. We also have presence at trade shows and attend Grad Fest to meet with the graduating students and their families to discuss any Graduation parties and offer a special discounted Graduate room rate for their friends and family that will be attending.
For the fraternities and sororities we offer special concessions and a 5% we offer special concessions and a 5% rebate off the total revenue generated. Since these groups are always rebate off the total revenue generated. Since these groups are always looking to raise money for their clubs, it’s a great incentive. looking to raise money for their clubs, it’s a great incentive.
We use Google to find We use Google to find Church Retreats in the area and use Knowland in the area and use Knowland Reports for solicitations. Reports for solicitations.
Offer a complimentary Hospitality suite for reunions, weddings, Offer a complimentary Hospitality suite for reunions, weddings, etc. with an overnight room minimum. etc. with an overnight room minimum.
We have a referral flyer that we use with our Zoo, Botanical We have a referral flyer that we use with our Zoo, Botanical Gardens and the Shrine for any room and/or rehearsal events that Gardens and the Shrine for any room and/or rehearsal events that they refer to us.they refer to us.
We offer complimentary valet parking to guests who are hosting We offer complimentary valet parking to guests who are hosting their their holiday parties with us. with us.
““Christmas In July” to promote holiday parties and events. Clients Christmas In July” to promote holiday parties and events. Clients loved it!loved it!
Best PracticesBest Practices
SPORTS SPORTS Sarah Thurman, Hilton Santa Clara
SPORTSSPORTS Prospect: Prospect: All Universities (both local & not).All Universities (both local & not). See what teams they played on their website.See what teams they played on their website. Get team schedules.Get team schedules. Search online to see if the area hotels offer deals for them Search online to see if the area hotels offer deals for them
that we don’t.that we don’t. See who their staff is & try to get to know them.See who their staff is & try to get to know them.
Local Sports Fields & FacilitiesLocal Sports Fields & Facilities:: They advertise on their websites what groups have been They advertise on their websites what groups have been
there.there. Contact those groups for future bookings.Contact those groups for future bookings. Get to know their staff & go visit them to develop a Get to know their staff & go visit them to develop a
relationship.relationship.
Perks:Perks: Team Care Pack – We give this complimentary to all teams Team Care Pack – We give this complimentary to all teams
staying with us. It is a cooler with water bottles & snacks.staying with us. It is a cooler with water bottles & snacks. Complimentary room for Coach.Complimentary room for Coach. Complimentary Hospitality Suite, stocked with water & Complimentary Hospitality Suite, stocked with water &
cookies. The team can meet in this room before their game. cookies. The team can meet in this room before their game. Complimentary use of a TV/VCR. Complimentary use of a TV/VCR. Customized menus for the team.Customized menus for the team.
SPORTSSPORTS
Santa Clara is the future home of the San Francisco 49ers & possibly the Raiders!
This is something that all of the teams are excited to hear!
-Send a card to all of the coaching staff & coordinators (both local & visiting teams) with a picture of the sales team drinking cocktails that are
their “Team Colors.”
We are cheering them on and are their fans! This will get us on their radar!
IDEAS …
MORE IDEAS…
-Have their “Team Song” playing over speakers as they are checking in.
-If we know the dates that a team is coming to play at an area university, send a note card with the game date highlighted & let them know that their “Fans” (i.e. our hotel) would like to host them.
-Talk about them on our Facebook & Twitter accounts. Root them on in advance and say “Congrats!” for winning a game.
-Upon arrival or during a site tour, have drinks or cookies that are their team colors awaiting them.
-Invite the Coach to come back & stay at the hotel on his own time and offer a complimentary room to enjoy with his family.
-Have a specialty drink in the bar that is named after them during their stay.
STAND APART STAND APART
Stand apart so that they Stand apart so that they don’t even don’t even listenlisten to any other hotel’s offers. to any other hotel’s offers.
Be aware of the variety of local sporting events taking place in your area, such as golf, soccer, and softball tournaments, marathons, cheer competitions and more.
Check Websites such as:
www.eventful.com
www.active.com
MILITARY MILITARY Leslie Bauman, Hilton DullesLeslie Bauman, Hilton Dulles
Membership in organizations such as the RFN Membership in organizations such as the RFN
(Reunion Friendly Network) and YMRC, which give (Reunion Friendly Network) and YMRC, which give access to hundreds of plannersaccess to hundreds of planners
Outside sales calls to Local VFW groups – they Outside sales calls to Local VFW groups – they can advertise on website and on bulletin boardcan advertise on website and on bulletin board
Sending emails to planners on Memorial Day and Sending emails to planners on Memorial Day and Veteran’s Day to thank them for their service, Veteran’s Day to thank them for their service, and offer your service to them.and offer your service to them.
Customize your collateral and
proposals to the reunion planner, and highlight why
your hotel would be a great fit for their
reunion!
The Hilton Washington Dulles The Hilton Washington Dulles HotelHotel
Presents this Proposal to:Presents this Proposal to:
The Vietnam Helicopter CrewMember Association
Leslie Bauman, Sales Manager13869 Park Center Road, Herndon, VA
Direct:703-834-1991Fax: 703-478-9286
[email protected] www.washingtondulles.hilton.com
You served our nation with You served our nation with Honor. Honor.
Please give us the Honor Please give us the Honor of serving you at your next of serving you at your next
reunion! reunion!
Leslie BaumanLeslie BaumanThe Hilton Washington Dulles HotelThe Hilton Washington Dulles Hotel
703-834-1991 (phone)703-834-1991 (phone)
[email protected]@dulleshilton.com www.washingtondulles.hilton.comwww.washingtondulles.hilton.com
Military Reunion ProspectingMilitary Reunion Prospecting
http://www.allmilitaryreunions.org/military.htm#top http://www.military.com/Resources/ReunionList http://www.militaryreunionplanners.com/ http://www.militaryconnections.com/
reunions_main.cfm http://www.militaryspot.com/resources/reunions/ http://www.thereunionbrat.com/ http://www.reunionfriendly.com/ http://barnacle-bills-ship-store.com/reunions.htm http://www.yourmilitaryreunions.com/
EDUCATION EDUCATION Ani Shahbaz, Hilton Woodland
Hills
Flyers are distributed every other month to
local university mailrooms to solicit group business
from faculty, staff, student organizations,
and athletics.
Sent via Constant Contact to
Fraternities and Sororities to promote
hotel and regional meetings/events.
WEDDINGS WEDDINGS Heather Campbell, SD Marriott Heather Campbell, SD Marriott
GaslampGaslamp
Wedding blocks for family and friends are a great way to capture weekend business and incremental hotel revenue, even if you are not hosting the reception or ceremony!
Secure the business– Get them to the hotel, invite for drinks and appetizers– Create rapport and CONGRATULATE them!– Spend time asking questions and listening (use our Signature Sales
Training!)
Promote your outlets!– Do they have rehearsal dinner plans yet?– Will they be gathering for cocktails before the rehearsal dinner?– Farewell brunch the morning after?
Highlight Logical & Emotional Benefits of your Hotel– Custom weblink – ease of booking!– Location – On-site Sales and CS contacts to assist – Superb service– Pre-post nights available to make it a vacation for their guests– Activities in the area
Offer custom packages & value adds– Value add and “FREE” and “COMP” are attractive to the bride & groom– Gift bag distribution at check-in– Custom Wedding Package offered
Reserve 10 rooms or more for your family & friends and receive:
- One complimentary suite upgrade
- One complimentary valet parked car
- Complimentary Breakfast for Two in our restaurant, Soleil @k or via Room Service.Book your Rehearsal Dinner,
Reception or Sunday Brunch with us and receive
15% off your menu
(excluding alcoholic beverages).
Also enjoy complimentary valet parking for your event.
660 K Street | San Diego | CA | 92101
P 619.446.6037www.sandiegogaslamphotel.com
Celebrate in Style at the Marriott Gaslamp Quarter
Sample Wedding Collateral
FAQ’s for Brides & GroomsFAQ’s for Brides & Grooms……Not your average meeting planner!Not your average meeting planner!
Thank you for considering the Marrriott Gaslamp Quarter as your preferred hotel for you and your wedding guests! We are delighted to welcome you and your guests as you celebrate this memorable occasion. We are at your service to answer any
questions or concerns. Below are frequently asked questions and answers regarding wedding blocks.Why do I need to sign a contract?
A contract guarantees the discounted rate until your cut-off date (typically 3-4 weeks prior to your wedding) for the blocked number of rooms for you and your guests, regardless of the occupancy and rates of the hotel as it gets closer to your wedding.
Am I responsible if my guests cancel their reservation?You are held responsible for 90% of the rooms that you contract.
For example, if you contract 20 rooms for one night, your guests must reserve and use 18 rooms (90%) for one night. If your guests only reserve and use 15 rooms, rather than the contracted number of 20 rooms, than you are responsible for those 3
rooms that did not book. We would charge you the room and tax for those 3 rooms.In order to avoid additional charges, we highly recommend that you do not over contract for the number of rooms you project
you will need. We can add more rooms to your block based on availability at the time of request. Why do you need my credit card?
In order to guarantee the rooms at your contracted rate, we require that you complete our Credit Card Authorization form, and provide a clear copy of the credit card and the cardholder’s ID. The credit card provided will NOT be charged; it is for a
guarantee only. In the event that you completely cancel your room block, or end up in attrition, we would notify you in advance and use this card as a method of payment.
WHEN and HOW will my guests be able to start making their reservations? Upon receipt of the signed contract and completed credit card authorization form, we will add your wedding block into the
Marriott Reservation system. This typically takes 3- 4 days. Guests can book their reservation by calling our main reservations line: 1-888-800-8118 and asking by name for your Wedding
Block, (i.e. “Smith-Anderson Wedding”).We can also create a customized weblink for you to add to your wedding website that will direct them to our website, with your
discounted rate already entered.What if my block fills up and I need more rooms?
We check the number of reservations booked in your block every few weeks. If the block does fill up, we can add more rooms based on hotel availability at the time of the request. The additional rooms will not be added to your contract, and you will not
be responsible for them.Questions?
Contact Heather Campbell - Sales Manager 619-446-6019 [email protected]
RELIGOUS RELIGOUS Ani Shahbaz, Hilton Woodland HillsAni Shahbaz, Hilton Woodland Hills
Promote referral program at local temples, churches, and mosques
-Do they host retreats? -What other events do they plan?
Sales Blitzes
Utilize Google searches and Knowland Group
Constant Contact is a Constant Contact is a great tool to send email great tool to send email
blasts. blasts.
This was sent to RCMA This was sent to RCMA members from the list members from the list of members in their of members in their
book.book.
Additional SMERF business to capture
Milestone Birthdays Holiday parties Bachelor/Bachelorette parties Golf, spa weekends Anniversaries
REMEMBER, SMERF business can always result in additional
pull through revenue for our hotels and outlets!
Thank you, and Happy Selling!Thank you, and Happy Selling!