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 cover:
Upcoming Publicity for BedandBreakfast.com
Ask the Pros
Let’s Hear It from Innkeepers
Recent Media Coverage
Current and Upcoming
Publicity: April and May
BedandBreakfast.com sent the following press
releases in March:
We’re presently working on the following
press releases for distribution in April and May:
Eco Escapes: The focus for consumers
and media alike is eco-travel. We will distribute a “round-up” of the Eco
Escapes found on BedandBreakfast.com. If you haven’t already listed your
Green Getaway or Eco Escape, please post it on BedandBreakfast.com’s
Specials section, under the appropriate category. The press release will
be a compilation of the best specials posted.
Silver-level members and above may post specials; simply
log in with your Property
ID and password. Select Specials from
the table in your Home Base. Enter appropriate offers for Free Gas Promotion
and spring packages. Bronze member? Please
click here to upgrade.
The Greening of Cleaning: We asked you to share ideas for non-toxic
and natural cleaning and household products. We learned that vinegar, witch
hazel and baking soda can be used for everything from cleaning counters to
bee sting cures. If you haven’t already, send your ideas for all-natural
home, family and pet care products that can be made from every day
Experiential Culinary Travel: Recent studies from Travel Industries
of America reveal that 27 million Americans took food- or wine-related trips
in the last three years. This press release will offer a compilation of
food-related getaways that go beyond the traditional cooking school
experience, and allow travelers to get “down and dirty” and participate in
the creation of culinary masterpieces. If you have not already, please send
details of your workshop or themed culinary event in which guests have full
Important Reminder: While we include as many members as possible in
BedandBreakfast.com press releases, limited space makes it impossible to
include everyone, although site specials are always included. Offers that
include a small discount or are too restrictive will not pique the media’s
attention. Please remember to be as creative as possible when designing your
specials and packages. Take some time to review other specials on the site,
and see which ones appeal to you. Like the media, the editors at
BedandBreakfast.com are drawn to creative offers.
How can I get the media to use my press releases?
A: These basic principles will help get you media attention:
Answer this question: What
makes my story news? Your story must be newsworthy and timely. The
fact that you won an award or have added a new chef may interest local
media but will not qualify as breaking news to the national media. When
you have a unique news hook, send it to leading newspapers, magazines,
and TV outlets. Include the who, what, where, when and how, plus the
juicy details. From Valentine’s Day packages where the recently single
receive voodoo dolls and pins to your inn’s link to the Underground
Railroad, focus in on what makes your B&B special, then make the news!
Remember WIIFM (What’s In It
For Me): From your website copy to your press releases, be sure to
answer the question “What’s in it for the guest?” What makes your story
newsworthy is also what’s in it for the consumer. Your press releases
should focus on how your news will make the guest feel special, or will
enjoy a unique experience.
Create catchy subject lines:
Gone are the days of sending press releases by snail mail. The media
wants its news in bytes, and email is preferred by 85%-90% of the media.
However, typical travel editors at major daily papers get over 1,000
emails a day. Why would they open yours? Create short, catchy subject
lines. Here’s how:
- Start the email with their first
name; people always notice their name.
Ask a leading question: Gas
prices rising, want free gas?
Keep it short. People
reading email on a cellphone or Blackberry may see only 9 or 10
characters. Your subject line should never exceed eight words.
When creating subject lines, think of the morning TV news shows. Before
each segment, a teaser for the upcoming stories will entice you to
continue to listen. “When is it okay to spank your child?” leaves the
listener on edge to hear more. Your subject line needs to hook the media
with a newsworthy idea they just can’t miss.
Be persistent (but not
obnoxious): Don’t give up after sending one release that doesn’t
produce results. Sometimes a story that you think can’t miss goes
nowhere, and another that you think it’s nearly as good becomes a home
run. When you do get coverage, use it as leverage for future media
Let’s Hear It from the Media
month we’re taking a new approach to this column. Last month, Sandy Soule
and Marti Mayne met with some high-profile media in New York and received
some specific requests. Please respond to
you can help us fulfill these specific media requests:
B&Bs made of sustainable, recycled or eco-friendly materials: An
magazine travel editor asked us to send five or six examples of exceptional
B&Bs made of recycled materials. For example, has your green house been
built of bamboo? Have you constructed a guest cottage from straw bales? A
dog house of hub caps? The wilder, the better! This editor needs to clearly
answer the question “what makes this news?” We’re looking for stories about
fabulously unusual construction, or buildings that have been converted from
a totally different use.
Kitchens with a view: An editor at Country Living magazine
shared that she’s always looking for locations for photo shoots.
Requirements for these locations include a fabulous kitchen, ideally with a
view and/or surrounding scenic and lush landscapes. If you feel you qualify,
please send a written description and some photos depicting the scene to
Recent BedandBreakfast.com Media Coverage
A recent compilation of BedandBreakfast.com coverage revealed that from
November to February, more than 111,364,750 impressions were garnered for
the site and its members from BedandBreakfast.com’s publicity campaign. If
this coverage were purchased as advertising, it would have a value of more
Some of the highlighted articles appeared in
Newsweek, Real Simple magazine,
Esquire, Brides magazine, USA TODAY, The Washington
Kiplinger.com, Google News, Yahoo News, and many, many more print, TV
and radio mediums. Coverage for the Underground Railroad story continues to
come in, with stories in the Corpus Christi Caller-Times and
African American Observer.
the site, love the product. I have used the service many times and
gotten rave reviews from all who have received one." -- Andrea D.
the inns that participate in the gift certificate program, just
log in to your Home Base, or
for more information.
soon ... watch your email inbox for more information.
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are hitting the road to bring you current and comprehensive information
about Internet marketing, online reservations, yield management, and
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"We thoroughly enjoy having a Silver membership with BedandBreakfast.com. We
got so many reservations from your site, that we had to turn away three
people for every four that called last summer. No kidding." -- Capt. Sean
Sullivan, BnB On The Water, Sag Harbor NY
Inns for Sale
Innkeepers' Info Center
info? You’ll find lots of educational
articles on our site for your convenience.