Promoting The Industry
Our goal is to
generate great publicity for BedandBreakfast.com members
specifically, and for the B&B industry as a whole. In this issue we
Ask the Pros: Why Bother with B-Roll?
Let’s Hear It From
Recent Media Coverage
Ask the Pros:
Bother with B-Roll?
One of the most often asked questions we hear when we present workshops on
PR is: “How can I get my inn covered on TV?” Let a fellow innkeeper respond
to that question with this testimonial.
“Using your tips and guidelines, we created a press release and fact sheet.
In addition to the copy that we mailed you, we sent out another 20 copies to
local television outlets, newspapers, etc. Within 48 hours, we were
contacted by the local ABC affiliate; they ran a two-minute spot based on
our press release on the 11:00 nightly news. We were also contacted by the
public relations director of the local performing arts center. She visited
to see if our B&B could be a lodging option for guest performers and had a
copy of our press release in hand. We learned that effective press releases
get attention and can also translate directly into revenue.” – Dorian &
Laurie Desmarais, The Painted Lady B&B, Elmira, NY
There are three important key tools in attracting television coverage. The
first tool you need is a good news hook, or “angle.” You’re all experts in
cooking and decorating; position yourselves as the authority on baking or
decorating for the holidays, and there’s a timely hook.
The second tool you’ll need is a good press release or summary of your
story. Create a press release, printed on your letterhead, which starts with
your contact information: name, phone number and email address. Describe the
who, what, where, when and how of the story,
and try to keep it to one page. Add a headline at the top that summarizes
the news hook in an enticing way.
Your third tool for TV coverage is called B-roll. B-roll is
broadcast-quality television footage which stations can use to compile a
television story. Ideally, it’s shot in Beta SP format, but new digital
formats are also becoming increasingly accepted. VHS footage or copies
of shows that have been taped in VHS are not considered broadcast quality
footage (a.k.a. B-roll).
Recently, BedandBreakast.com met with Peter Greenberg, Travel Producer for
NBC’s Today show and travel newsletter, and content provider for AOL.
He is arguably one of the most important figures in television travel
coverage. His best advice for getting B&B coverage: “Give me a great, unique
story, and get me first-quality B-roll.”
In August 2004, BedandBreakfast.com was contacted by the producers of Fox
5 Good Day New York, a morning TV news show. They were planning a
segment about great B&B getaways to escape from the Republican Convention in
New York, but they needed B-roll for the show. BedandBreakfast.com contacted
many B&Bs within driving distance of NYC and couldn’t find any with taped
footage, so the segment was cancelled.
Here’s how to be ready when B-roll is requested:
How can I get B-roll? Most communities have videographers who can
be hired to shoot Beta SP footage. They are usually freelance cameramen
for local TV stations. Be sure they’ve had some experience shooting for
news shots, not just promotional work. The typical cost for a
videographer to shoot B-roll is about $1,000 a day. If your television
station does a story on your B&B, be sure to ask for a copy of the
B-roll. You may have to pay for them to duplicate the footage (about $50
per tape) but it will be well worth it.
What should a B-roll tape include? Be sure to include both
interior and exterior shots of the inn. Think of all the stories in
which your footage might be included, and plan ahead so that you can
have the videographer shoot scenes for those stories. For example, at
Valentine’s Day, TV stations do stories on romantic getaways. Be sure to
include shots of your most romantic rooms, staged with wine,
chocolates and roses, and include guests (or actors) walking hand in
hand or chatting. (Be sure to have signed consent forms
from guests). If you want to position yourself as a cooking or
decorating expert, get some B-roll footage of you as the guru in action.
Why bother with B-roll? We get a number of requests for B-roll
from producers each year. Although very few B&Bs have made the
investment, those who have done so have an excellent chance of getting
TV coverage when they submit their Beta SP footage. BedandBreakfast.com
regularly works with producers at the Today show, Fox TV, NY-1,
and the Travel Channel to supply B-roll for segments, netting national
coverage for the participating B&Bs. We are compiling a list of all B&Bs
that have B-roll available, so when the call comes for TV coverage for
B&Bs, we can act swiftly. Please contact Marti Mayne at
Marti.Mayne@BedandBreakfast.com if you have B-roll of your inn or
Let’s Hear It From Peter Greenberg,
Today's Travel Producer
Peter Greenberg appeared as a keynote speaker at PAII’s 2006 conference, and
BedandBreakfast.com had the chance to meet with him. Here is some of his key
advice to innkeepers, gleaned from our meeting and his speech:
Every traveler wants an experience they can brag about. It’s all about:
“Where did you stay last night? What did you do?” It’s the experience
that counts, and innkeepers are in the unique position to have
one-on-one interaction with their guests. Innkeepers are “enablers” for
those memorable experiences. Create them for your guests. Find
experiences both inside the inn and outside that will allow guests to go
home and brag at the water cooler about their fabulous vacations.
one wants to be nickel and dimed. The $10 water, $20 Internet fees and
$10 taxi wait fee may create short-term profits for hotels, but they’re
creating long-term losses of customers. B&Bs buck that trend by
including everything – breakfast, refreshments, concierge services and
more. That will insure long-range gain.
order to include B&B stories on Today and AOL Travel Spotlights,
you need to provide quality B-roll footage. Hire an experienced crew
that can cover the unique experiences you offer your guests. Send ideas
for the most unusual programs, education packages, pets, kids’
amenities, and more.
reach Peter Greenberg with your stories, create a concise pitch and send
it to firstname.lastname@example.org. Be
sure to indicate that you have B-roll footage available.
Click here to familiarize yourself with Peter's segments.
BedandBreakfast.com Media Coverage
BedandBreakfast.com stories resulted in over 5.5 million media impressions
in March alone. If this coverage had been purchased as advertising, the
value would exceed $17,500. Here is some recent coverage:
Outside magazine included BedandBreakfast.com in a story about
online travel planning. The Associated Press picked up the story and
included mention of BedandBreakfast.com in its weekly Travel Briefs, sent to
thousands of newspapers around the country. To date, the story has been
picked up by newspapers from
Napa, CA, to
Hamilton, Ontario, and Long Island’s Newsday, along with a
number of regional newspapers.
In conjunction with Expedia Inc., BedandBreakfast.com announced the
exclusive partnership, and the media responded with everything from short
announcements to feature stories. Some of the media reporting the story
Honolulu Star Bulletin, and the
Pacific Business News (Honolulu), which stated that “hundreds of Hawaii
bed and breakfast operations could get new online exposure in an alliance
with the largest online travel booker and a B&B specialist.”
Yahoo! News carried the story.
Chicago Tribune ran a feature story about traveling in Amsterdam and
directed readers to BedandBreakfast.com as a resource for B&B stays there.
A story about great deals at B&Bs appeared in close to 40 regional editions
of the Daily Herald throughout Illinois. The story directed readers
to BedandBreakfast.com for B&B offers and featured special packages from The
Holden House in Colorado, Deacon Timothy Pratt B&B in Connecticut, Casa
Coquina in Florida, Steamboat Springs B&B in Illinois, Gelinas Manor
Victorian B&B in Pennsylvania and Colonial Taylor Inn in Ohio.
This Month's Sponsor
Click here to read recent comments from gift certificate purchasers.
"The site is great--very easy to navigate city to city and find B&Bs. I
really like the 'nearby cities' listings. One area you could
improve would be to encourage more places listed to accept your gift
Are you missing out? To join the participating inns, just
log in to your Home Base, or
for more information.
Online Trade Show
Click here to view our Online Trade Show. Are you a vendor?
Click here to find out how to get featured!
with your property ID and password for details on the number of page
impressions and click-throughs your B&B has received as a result of all
BedandBreakfast.com online marketing, including property listings, Featured
Property, and Inn of the Month advertising. More
To update your entry, post specials, and renew your membership,
please log in with your property ID and password. Can't remember your password?
Click here, then enter your
property ID and we'll email it to you. Don't like your password? Once you're
logged in to Home Base, just click "Membership," select "Change Password" ( No.
7 in dropdown menu), and choose another that's easier to remember.
Inns for Sale
“You have the best site for
BnBers – hands down. Your staff stands above the rest in going the extra mile
for those wanting to market as well as sell their B&Bs. Thank you again; I’ll
definitely recommend the site.”
Pam, Historic Smyser-Bair House, York, PA
Innkeepers Information Center
info? You’ll find lots of educational
articles on our site for your convenience.