Updated: Feb 21
Marketing in Ghana has evolved greatly over the years. From the traditional way of selling your organization to the digital aspects where email campaigns, social media are massively used to today’s trending tool, the flywheel marketing.
According to Investopedia, Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses.
In this blog, we will be covering all the aspects of hotel fly-wheel marketing and how you could leverage it for maximum benefits. Let us start with understanding what flywheel marketing is.
What is Fly-wheel Marketing?
Before we get into marketing, a fly-wheel is a device that spins around its axis depending on the force applied to it. The speed at which it spins is directly proportional to the thrust applied and decreases when it encounters friction or an opposing force.
Based on this same concept, fly-wheel marketing was introduced, effectively replacing the traditional sales funnel. It entails a more personalized approach to identifying and eliminating the factors causing friction in the sales process.
This ensures that clients/guests are engaged throughout the sales cycle and do not lose interest at any point.
What are the Different Stages of the Hotel Fly-wheel Marketing Cycle?
In general, the sales and marketing process is designed to generate the most revenue possible from product sales. However, there is a psychological grey area that no one pays attention to, which is referred to as 'Customer Experience.'
The hospitality industry is built on guest satisfaction. Instead of providing it after they book your property, why not emphasize it throughout the sales cycle?
This is where flywheel marketing comes in. That is to say, after-sales support.
You must now ensure that the sales stages are aligned with marketing tasks to have enough force to rotate the flywheel. The basic idea behind this process is to build up enough momentum to cause it to spin at a high rate.
Meaning, combining sales and marketing efforts at the same time will act as a catalyst in increasing sales and keeping customers engaged throughout the cycle.
Let’s study the steps which can help you to achieve a successful Fly Wheel Marketing Process
1. Getting the Right Audience
We all are aware that every product must always be marketed to the right audience, at the right time, and with an enticing strategy to pique their interest.
When it comes to fly-wheel marketing for hotels, the first step is to promote your property to the right guests. And to do so, you must concentrate on identifying your guest segments.
It's all about figuring out who your property's most popular guests are. As a result, you can tailor your marketing campaigns to their specific needs.
2. Presenting the Prospective Leads
When you begin promoting your product to the appropriate audience, your flywheel will begin to move slowly forward. It's now time to mobilize your sales team. First and foremost, craft an enthralling pitch that will keep leads engaged throughout the call. However, make certain that it adds a personal touch for the guests.
Following that, begin pitching inbound leads from marketing campaigns, learn about their needs, and take careful note of every detail mentioned by the guests.
This should be followed by an email or WhatsApp message containing brief details about the call as well as your hotel's fact sheet or brochure (even if they are only window shopping).
3. Maintaining Guests' Interest
You must keep your guests engaged to give your hotel's flywheel marketing cycle more momentum. However, you must do so gradually, as providing them with too much information in a single sitting will cause them to lose interest in your property.
Always stick to a schedule. Most travelers plan their trips during the week or on the weekends.
So, plan marketing campaigns for such days. Show them exclusive deals, information about your hotel's loyalty program, last-minute booking deals, a mini-guide to your neighborhood, and other such things.
For example, if one of your leads is looking for a family trip over the weekend, you can promote your package.
4. Extensive Follow-Up
While the marketing team keeps the guests interested, the sales team must be on their toes to ensure strict follow-ups. Let me give you a pro-tip here that will almost certainly result in a result and reduce the drop count.
The Three Call Rule is as follows: Every three days, tap the guests thrice. For example, if you called guests on Monday morning and they did not respond, call them again in the afternoon, and then again in the evening. Please send an email or leave a message at EOD. Repeat this procedure twice in three days.
5. Services after the sale
When it comes to the final step that will give the final push to your hotel's fly-wheel marketing cycle, you must concentrate on post-sales services. No, I'm not talking about the services.
The post-sales activities are used to assist the guests in any way possible until they arrive at the property. This includes,
Assisting guests with billing and booking confirmations.
Working on guest requisitions
Offering them upgrades to higher room categories
Suggesting they opt for local activities and sharing packages for the same
Checking for any possible referrals
Hotel fly-wheel marketing is a novel concept in the hospitality industry. It allows hoteliers to get to know their guests better and find new ways to keep them coming back to their properties.
Every hotel should try to avoid the old way of marketing and go with fly-wheel marketing. Although it takes time to build momentum, once it does, the results are spectacular.