Download American Historic Inns Bed & Breakfast Promotion

American Historic Inns
Bed & Breakfast Promotion
and Sampling Opportunities
Our Story
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A pioneer in the Bed & Breakfast
and Country Inn industry
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Founded in 1981
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First guidebook published in 1987
- Selected by Book-of-the-Month-Club
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Won several publishing awards
including “Book of the Year”
- Publishers Marketing Association.
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Established strong internet
presence for B&B Industry
– www.iLoveInns.com
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Provide easy access and great
motivation for travelers to explore
B&Bs
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Industry leader for market
research
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Represents the best of 19,000
B & B’s in North America
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Provide single point of access to
the inn guest and innkeepers
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Value added promotions
The Inn Guest
• Travel primarily as couples
• 93% have some college or
college degree
• 50% are leisure travelers
• 48% have household income
in excess of $90,000
• 24% are celebrating special
occasion
• 8% on business trip (21% for
urban inns)
• 77% are between the ages
of 25 and 54
Promotion Opportunities
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Product Sampling
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Custom Tie-Ins
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In Pack & On Pack
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Customer Loyalty/Rewards
Programs
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Gift with Purchase
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Experienced Innkeeper Support
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Incentive Programs
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Integrated Programs
Inn Guidebook
In Stock or Custom
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In-stock guidebooks
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96-Page Book
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Range from 500-1000 pages
Illustrated with full property descriptions
Easily used in reward programs, incentives
and as corporate gifts
5.5" x 8.5"
Four color front and back cover
Approx. 1,500 Inns listed
8 Customizable pages
40-Page Book
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4" x 6"
Four color front and back cover
Approx. 500 Inns listed
Customizable Greeting Page
Free Night Program
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High Value/Low Cost Promotion
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Buy-one-night-get-one-night-free
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More than 1,500 participating inns nationwide
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Value up to $650, average $140 value
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Inn picks up cost of free night
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Can be delivered in several different formats
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Inn Guidebook
CD Inn Guide
Point-of-Sale Coupon
Web-Based
"In all my years working in the marketing/promotion
business, I have to say that The Bed and Breakfast
"Free Night" Promotion was probably the most
exciting, impactful program I worked on. The
program is so unique because it perfectly targets
the right consumer and provides them with such a
high value offer, making it impossible to pass up.
The program was always successful in moving
sales in businesses such as Amtrak Travel,
Wamsutta Home Products and Lipton Herbal Teas it truly is a program that works with so many
different businesses."
"From an execution standpoint, it was one of the
most turn-key, easy-to-implement type of programs
so brands were thrilled to repeat it again. Rarely
can you say that about any promotion!"
- Laura Tessinari, Ogilvy and Mather
Themed Programs
Cookbooks & Recipes
Calendars
Sun & Fun
Shopping
Cultural Centers
Landmarks
Arts & History
Adventure
100 Most Romantic Inns
Hideaways
Orchards
Ranches
Holiday
Old West
Wine Country
Regional
Sports
Health & Beauty
Spas
Historic Inns
Country Inns
Family
Pets
Nature
Books & Authors
American History
Wedding sites
Family Reunions
Product Sampling
The Experience is the Marketing
Key Findings*
 Experimental marketing drives
purchase and consideration across
age, gender and ethnicity
 70% of consumers say
participating in experimental
marketing would increase purchase
consideration
“This is a very smart program for new
products and we hold good memories of
it.”
- Publicus Dialog
Regarding a Tasters Choice program
* According to Jack Morton’s 2004 Experimental Marketing Survey
 9 in 10 say the most important thing
they want from marketers is to “give
me informatins about the
brand/product”
 Consumers say that seeing/trying
through experience is the most
effective way to get that information
 66% say experimental marketing is
extremely/very influntial on
brand/product opinion
 8 in 10 consumers who have
participated in a marketing experience
told others about it
 57% say participating in
experimental marketing would result
in quicker purchase
 7 in 10 consumers say participating
in a live experience would make them
more receptive to the brand’s
marketing
 70% of all consumers say they
would be much more likely to try a
product or brand after participating in
a live event marketing experience
associated with something they enjoy
Product Sampling
“I just wanted to tell you that THIS Senseo Promo has
to be the best ever! My guests are going crazy for this
promo and they absolutely LOVE the coffee. My guests
wait in line to make their cup and chat…they all want
one and they are taking the coupons anxious to buy a
unit for there homes. THIS IS THE BEST!”
— Cupids’ Castle B&B, Pauma Valley, Calif.
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National or Regional / Large or Small
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Reach up to 10 million Inn Guests each year
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Product can be served by Innkeeper
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Program tailored to meet your sampling
velocity requirements
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Target by market and class of Inn
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Position product as part of the Inn Guests
experience
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Reach 3 times the amount of
guests/consumers in one weekend of inns
sampling compared to in-store sampling
(typical sampling program runs one month)
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Innkeepers stores product on site at no extra
cost
Product Sampling
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Generate Consumer
– Awareness
– Trial
– Preference
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Gain Immediate Feedback and
results
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No other sampling venue
provides the personal service of
Bed & Breakfast Inns
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By “word-of-mouth”, expand
brand/product marketing well
beyond sampling venues
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No other sampling venue
provides the personal service of
Bed & Breakfast Inns
Product Sampling
Inn
Distribution
Success Story
Nabisco
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Objective
Run five years in a row, this was
the most successful promotion is
Nabisco History to increase sales
of their specified products
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Offer
Advertised on-pack, FSI and in
store, consumer sends in UPC
from product and then received an
Inn Guide with Free Night offer.
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Results
Unprecedented sales growth
nationwide and high ROI
Deborah Sakach
Marketing & Promotions
American Historic Inns, Inc
249 Forest Avenue
Laguna Beach, CA 92651
(949) 497-2232 ext. 308
(949) 497-9228 Fax
[email protected]
www.iLoveInns.com