Michaela Smith FDMK 395 Professor Johnson BURKE’S B&B MARKETING PLAN
Situation Analysis Privately owned Bed & Breakfast in the heart of Wine Country in Napa, CA Throughout this presentation we will learn: Strengths and Weaknesses through SWOT Analysis Target Market Digital Tactics Financial Responsibility Ethical and legal standards of marketing
Market Summary Tourists Couples Newlyweds Anniversary Celebrations Honeymoons Target Market will want quality food, spa services, proximity to wineries and relaxing environment
SWOT ANALYSIS Strengths – ideal location, multiple attractions, quality chef, well organized team of marekting professionals Weaknesses – not the main attraction, intoxicated clientel, does not offer other amenities, lack of experience managing a restaurant. Opportunities – ability to add spa treatments, affiliate marketing with wineries, join associations for more affiliate marketing opportunities. Threats – saturated market, chain hotels, spread out wineries, lack of repeat business.
Competition Big name Hotels Marriot Holiday Inn Hampton Inn Rival B&Bs in the territory Spas who offer similar services Restaurants specializing in Breakfast
Services Daily Gourmet Breakfast Deli sandwiches made daily Quality and relaxing bedrooms Spa treatments Massages Facials Manicures Pedicures Transportation to surrounding wineries
Marketing Strategy Print Advertising with traceable intelligence Unique offers on different marketing pieces QR Codes on each piece Digital Tactics campaign through affiliate marketing venues Purchase lists through associations such as Bed & Breakfast and Wineries Banner ads on related websites Search Engine Optimization
Financials Break-even analysis Sales forecasts Expense Forecast Linking expenses to strategy and tactics Contribution to margins
Implementation Wave schedules of campaigns Tracking campaigns through CTR, sales and company CRM Campaigns Banner Ads Print Advertising We will be running our campaigns simultaneously throughout the plan and altering parts of the plan that need work and enhancing the aspects that are successful
Ethics and Legality PEST Analysis Research of current laws and events affecting our industry Strong mission statement Living by our core values