Give and Ye Shall Receive

by Dominique Lavigueur and Robert Chiasson

The concept is simple: give away one or two nights’ stay at your inn or B&B in exchange for free publicity. In light of the high cost of advertising, the idea makes good sense and, if done right, can be very profitable for your lodging establishment. Unfortunately, many innkeepers and B&B operators fail to evaluate whether or not the publicity in question will produce the desired results, namely generate enhanced visibility within the market segment they cater to.

The most common form of this type of marketing is one whereby an organization holds an event that includes the awarding of prizes, such as a stay at a B&B or inn. It could be a charity setting up a gala to raise funds, an association launching a membership recruitment drive or a mall holding a contest to attract more shoppers. A company seeking to boost team spirit among office workers might organize a social event that includes a drawing for a weekend getaway. A large corporation may hold a ceremony to reward its top-performing employees with a gift certificate a for far-away destination.

There are also many businesses that sell products or services to customers who happen to enjoy staying at B&Bs and inns during their travels. Those with a flair for marketing are quick to see a benefit in teaming up with a reputable lodging establishment. Kellogg’s featured our former B&B on 1.5 million boxes of Müslix cereal and held a drawing where the winner won a 4-night stay in our most luxurious room, all travel expenses and $1,000 in cash.

Most organizations consider offering a stay in a distinctive lodging establishment as a highly desirable way to attract or influence their target clientele. The first thing a B&B operator or innkeeper must do is determine if he (or she) and the organization share the same clientele. It would be pointless to participate in a promotion aimed at outdoor enthusiasts if you are located in the heart of a city and cater to business travelers.

The next step is to have as much say as possible on the publicity being offered to you. As a rule, larger firms come well prepared with specific proposals as to how they will promote your B&B or inn and allow little room for negotiation. At the other extreme are groups and small businesses who, while grateful for your gift, do not fully understand the role they must play in selling your establishment through their various advertising vehicles. It will be up to you to define what you want in exchange for the stays you are giving away and, when an agreement is reached, put everything in writing.

A final note: do not assume that organizations, especially the better ones, will line up at your door asking for giveaways and the privilege of using your image and trademark in their advertising. More often, you will have to seek out those with whom you would like to work and sell them the idea that a stay at your establishment will make winners out of everybody involved.

Dominique Lavigueur and Robert Chiasson are award-winning hosts of the 5-star B&B Moka & Pyjama located in the Charlevoix region of Quebec. They also teach, write and speak about the many facets of operating a B&B and, in their capacity as consultants, provide a wide range of B&B-related services to government officials, reporters and individuals. They can be reached toll free at 866-863-6060, by e-mail at info@moka-pyjama.com, or through their web site at www.moka-pyjama.com.