Before starting on marketing, let me ask you something. Do you know what a fly-wheel is? Or are you aware of how it works?
NB: This is an article from eZee Absolute
Basically, a fly-wheel is a device that spins around its axis, depending upon the force applied to it. The speed at which it spins is directly proportional to the exerted thrust and decreases on experiencing friction or an opposite force.
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The reason I am telling about it is because fly-wheel marketing was brought into the picture based on this same concept; thereby, ditching the regular sales funnel. It involves more of a personalised approach to identifying and eliminating the factors causing friction in the sales process.
This ensures that clients/guests are engaged throughout the entire sales cycle and do not lose interest at any stage. Moreover, the leads dropping in the middle of the fly-wheel marketing module receive special attention.
What are the Stages of Hotel Fly-wheel Marketing Cycle?
Generally, the sales and marketing process focuses on maximum revenue generation through product sales. However, there’s a psychological grey area where no one pays attention to, i.e. ‘Customer Experience’.
In fact, guest satisfaction is the base of the hospitality industry. But rather than providing it after they book your property, why not focus on it during various stages of the sales cycle.
That’s where fly-wheel marketing comes into picture. First of all, we would create a hotel fly-wheel marketing model, as mentioned in the diagram below.
Now, you need to check that the stages of sales are aligned with marketing tasks to ensure that you have enough force to get the fly-wheel rotating. The basic fundamental of this process is to gain enough momentum that it spins at a great speed.
What I mean to say is that putting together the efforts of sales and marketing simultaneously will act as a catalyst in generating maximum sales and keeping the customer engaged throughout the cycle.
Let’s study the steps which can help you to achieve this.
1. Attracting Right Audience
We all are aware that every product needs to be marketed among the right audience, at an appropriate time, with an intriguing strategy to capture their interest.
Now, while going with fly-wheel marketing for hotels, the initial step is promoting your property to the right guests. And to do this, you need to focus on identifying your guest segments.
It’s about understanding what type of guests your property caters to the most. Accordingly, you can create your marketing campaigns that would focus on their requirements.
If you need more clarity on how to do it, here’s a blog that will help you out.
After identifying your target audience, you need to deploy ‘n’ no of strategies to reach out to the guests. But don’t do it haphazardly or just go with a way just because it’s a trend in the market.
Instead, do your research first and then invest. This way, you will be aware of various marketing practices used by hoteliers and then choose the most effective ones for your property.
To save your time in Googling about strategies, here’s a link that would redirect you to the library of our trending blogs on marketing in the hospitality industry. Do give them a read later on.
2. Pitching the Interested Leads
Once you start promoting your product to the right audience, your fly-wheel will start moving ahead slowly. Now it’s time to get your sales team into action. How to do that?
First of all, prepare a mind blowing pitch that can keep leads interested throughout the call. However, ensure that it should give a personal touch to the guests.
Post that, start pitching the inbound leads from marketing campaigns, understand their requirements, and note each and every detail mentioned by the guests.
This step SHOULD be followed by sending across an email or WhatsApp message pertaining brief details of the call and your hotel’s fact sheet or brochure (even if they are window shopping)
I know this would sound like a basic sales step, but trust me, I’ve seen many hotels not following it. Results? Losing the potential guests.
Now, this part is quite crucial as you collect each and every information about your guests that would assist you in personalisation and is a base of hotel fly-wheel marketing cycle.
