Promoting The Industry
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Marti Mayne |
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:
Ask the Pros
Let’s Hear It From Innkeepers
Recent Media Coverage
Ask the Pros
Thank you to innkeepers who have sent questions for
the Ask The Pros section; we promise to respond in future issues.
This month, however, we wanted to share some great information from some of
the top media sources in the country.
In September, Sandy Soule and Marti Mayne
attended The National Publicity Summit in New York City. The conference
offered the opportunity for quick one-on-one sessions with a host of
high-powered television producers, magazine editors, radio show hosts and
freelance writers where we pitched stories about B&Bs and
BedandBreakfast.com members. We met with everyone from booking producers for
The View, Good Morning America and The Tony Danza Show,
to XM Radio, Woman’s World, Oprah Magazine, and many others. We
listened to several panel discussions in which the media recommended
techniques for pitching stories. Based on their oft-repeated advice, here’s
our “Insider’s Guide to Getting Great Coverage in Magazines, Newspapers,
Radio and TV:”
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Define and refine your pitch: Be
able to explain your story idea clearly and succinctly. Your story idea
should be compelling enough to make the reader/listener instantly
curious to know more.
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Keep it short: If you’re sending
the pitch, the guts of the pitch should be no more than one short
paragraph (maximum 100 words). You can include backup information after
the first pitch paragraph, but DO NOT send any information as an
attachment. If you’re doing a verbal pitch, be able to offer the most
compelling aspects of your story in 30 seconds. The rest of the story
can be included in a written follow up.
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Know the media you’re pitching: Get
to know the show and its hosts. If you’re pitching a magazine or
newspaper, align your story with the regular column(s) that appear.
Remember, the editors need content that’s relevant and appropriate.
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Timing is everything: If major
news is breaking, do not call the media. If a hurricane, war or other
major national event is occurring, most media will not have time to
focus on anything else. If your story is scheduled to run and breaking
news occurs, it is likely your story will be bumped. The best time to
contact on-air radio and television hosts is right after their shows
end. Do not call prior to the show as the hosts will be busy with
last-minute details. Tie into current trends or holidays – at
Valentine’s Day, romance is on the minds of media; during the holidays,
baking, decorating and hospitality are timely topics.
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Be an expert: If you follow the
media, you know that they are hungry for experts in every field.
Innkeepers are experts in decorating, cooking and baking, small business
operation, hospitality, financial planning, and even plumbing. Make
sure the media knows your areas of expertise, so when they’re looking
for tips on how to take good care of guests over the holidays for
example, you are top of mind. To position yourself as an expert, send a
short (one paragraph) bio explaining your expertise, then your original
list of five how-to tips addressing that subject.
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Identify a problem and fix it: A
great way to position yourself as an expert is to identify a problem and
then communicate solutions. Example: Blew it on Valentine’s Day? The
card was not enough? Here is a way to get out of the dog house.
You might then describe your “Get Out of the Doghouse” package telling
chagrined lovers to quickly book with you.
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Follow up: One contact with the
media does not a story make. If it takes nine impressions to make a
memory, it will take bi-weekly follow-up calls and emails with the
media. If you happen to have a story in a magazine or newspaper in
which you’re quoted or featured, be sure to send a copy of that (or a
link to it) showing that you’ve been quoted. We often say media begets
media.
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Don’t give up: We heard success
story after success story from media describing how authors and other
guests continued to stay top of mind with short follow-up reminders of
their story, then when the timing was right, they got on the show. We
also heard, however, that there is a fine line between communicating and
badgering. About every two weeks, contact those you wish to hear your
story However, if they say they’re not interested, you must respect that
and move on.
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Start local: The media repeated
over and over that local media coverage is the best way to start. It
allows you practice and offers a venue for a tape. If you appear on a
radio or TV show, be sure to get a tape (VHS is okay, Beta SP footage is
even better for TV) of your show. National shows will request to see
you on tape before considering you for an interview. Local shows will
love the fact you’ve already appeared and be more likely to book you on
their stations. Remember, media begets media.
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Be professional: Media folks are
working under tough deadlines. Communicate briefly, then follow-up
regularly and professionally. Criticizing them for not covering your
B&B is not going to endear you to them. Voicemail messages should
combine a 30-second pitch and your contact information. Emails should
include complete contact and website information.
Short Takes:
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Never leave long-winded phone messages.
Give a compelling two-sentence pitch with your contact information.
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Email is overwhelmingly preferred by
media. It’s okay to follow up an email with a phone call to make sure
they see it. Be sure you end your email with a full signature
containing all your contact info and website.
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Do not use any graphics (no e-stationary
or photos) or attachments in your email pitches. Spam filters will
capture graphic emails and dump them.
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Make sure your subject line is compelling
enough to convince the busy media to open your email. Email pitches
should start with PRESS RELEASE or STORY IDEA, then include a four- to
five-word word pitch.
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Know to whom you’re pitching – is your
story the right fit for that publication or show?
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Tie into current trends or holidays – at
Valentine’s Day, romance is on the minds of media; during the holidays,
baking, decorating and hospitality are timely topics.
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Connect to the audience through personal
stories – the media loves heartwarming and inspirational stories about
overcoming challenges.
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If you do appear on TV or radio, be sure
you’re prepared. Know the facts of your story.
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If pitching your story by phone, make sure
you’re in a quiet place where ringing phones, voices and oven timers
will not interrupt your conversation.
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Never use a cell phone to make a pitch or
conduct a radio interview.
Let’s Hear It From
Innkeepers
We
really appreciate your support. Here are some of the comments we received
last month.
“You do send us many guests, and while I am a bit late with statistics,
BedandBreakfast.com certainly hits first rank in terms of number of
visitors. The support you give us is outstanding.” -- Pierre Deveaux, 70
Traversiere Bed&Breakfast and FlatHotel Brussels, Brussels, Belgium
“Keep up your wonderful work -- our hats are off to you, Eric, for being
such a fine spokesperson for the industry.” -- Ms. Doris, Soundview
Manor, White Plains, NY
“Thanks for the interest in what B&Bs are doing in light of the gas price
increases.” -- Bobbi Hoerter, Cheney House B&B, Ashland, NH
“I am aware there is never any guarantee in publicity, but I figure we
keep trying and sometimes we are surprised where articles show up. Thank you
for your continued efforts on behalf of the B&B community.” -- Mercie
Normand, Brunswick Bed & Breakfast, Brunswick, ME
“Thanks for all of your marketing help- you guys are great.” -- Patty
Hufford, Penny Farthing Inn, St. Augustine, FL
“Thought you’d like to know: Got a call from Rich Beattie at the New York
Times regarding the gallon a bag offer. Said he’s doing a foliage piece
for Friday’s Escape section and asked a few questions. He’d seen the USA
Today piece.” -- Dick Matthews, The Hummingbird Inn, Goshen, VA
“Well, maybe our gas specials didn’t make the cut for the Oakland Press, but
glad to see it made the New York Times!” -- Dave Drees, Kingsley
House, Fennville, MI
Recent
BedandBreakfast.com Media Coverage
Many thanks to those who responded to recent Publicity Leads when we asked
for information about one-tank getaways and gas-saving specials. We received
close to 250 responses. As you’ll read below, the information provided went
to USA TODAY, resulting in a nice mention for BedandBreakfast.com and its
members. From there, the New York Times picked it up and expanded the story
with a lead article in the Friday Escapes Section.
BedandBreakfast.com stories resulted in over 42 million media impressions in
August and September. If this coverage had been purchased as advertising,
the value would exceed $102,000. Here is some of the recent coverage:
Our own Eric Goldreyer was featured in an article about ELG Hospitality
recently in the
Austin Business Journal. Eric was quoted: “We built our
own technology, which is where I think we really shine," says Goldreyer, CEO
of ELG Hospitality. "We understood the difference between hoteliers and
innkeepers."
In the September 16 issue of
USA TODAY Travel Reporter Laura Bly included this information
from BedandBreakfast.com’s wrap-up of gas-saving packages: “Some innkeepers
aren't taking any chances. Since Labor Day, about 250 members of
BedandBreakfast.com for the first time have launched fall gas promotions and
reduced rates, such as a 20% ‘gas relief’ discount at the Runnymede Country
Inn in Texas Hill Country and a gallon of gas for every bag of leaves
collected from the lawn at the Hummingbird Inn in Goshen, Virginia. The deal
comes with a five-bag limit.” The online version is the story
links to BedandBreakfast.com, giving 5.1 million readers easy access to the
site.
A freelance writer for the New York Times who’d received
BedandBreakfast.com’s press release about B&Bs that give gas (quite
literally), saw the story in USA TODAY and decided to expand it for the
Escapes section of the Times.
The story ran on Friday, September 30.
From there, Elizabeth Arneston, author of
About.com’s B&B Guide, featured the story as her lead on October 3.
John Hilferty’s column about BedandBreakfast.com members’ Senior
Packages ran in 35 regional issues of The Daily Herald, distributed
in the Chicago area.
Sandy Soule wrote a travel column for Michigan’s Oak Press Travel
Page with advice for first-time B&B goers.
And the Best of BedandBreakfast.com Awards appeared in regional issues of
California’s Press-Enterprise throughout August.
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This Month's Sponsor
Online Trade Show
Click to visit our newest vendor members:
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Blue Mountain:
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More vendor info...
Gift Certificates
BedandBreakfast.com Gift Certificates have changed to an
electronic format. Funds for redeemed certificates will be transferred directly
into your bank account within four business days! No more certificates to
mail! Don't miss out! To join the 3900 participating inns, just log in to
your home base with your property ID and password, or click
here for
more information.
Traffic statistics
Log in
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 information
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Don't like your password? Once you're logged in to Home Base, just click "Membership," select "change password" (#7 in dropdown menu), and choose another
that's easier to remember.
More information
Inns for Sale
"We advertised
our B&B in your Inns for Sale section in January, and
started getting inquires a week later. In February,
a couple came from Florida to visit us in Cat Spring, Texas. We made a deal, and
they begin officially on April the 5th as the new owners. What you are doing
really works." Sunny and John Snyder.
Read more...
Online Bookings
Taking real-time, online reservations is the most effective way to transform
your
BedandBreakfast.com listing into a 24/7 sales engine. For
details,
log in to your home base with your property
ID and password, and click “Online Reservations.”
Innkeepers Information Center
Need more info?
You’ll find lots of educational articles on our site for your convenience.
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