Packages in Action Joanna Bulmer – Swinton Park

Planning What are your objectives? Increase number of sales Increase sales at particular time of year, week, day Increase frequency of customer visits Increase spend per visit Put yourself in the mind of the customer - What will they want? Type of Customer, Likely Interests Purpose of visit Season, Time of day Cost/Value Perceptions

Swinton Park

Swinton Park - Objectives Encourage non resident guests Encourage guests to use more facilities at Swinton Park Encourage guests to visit more often Encourage guests to spend more when they visit

‘Celebrate Yorkshire’ - Sunday Lunch Tasting Menu & Wine Flight Quality and taste benefits of local and seasonal produce to upsell more expensive menu Upsell opportunity of flight of specially selected wines to complement dishes in the menu, to increase spend per guest Secondary benefits of food cost savings in selling a set menu.

Afternoon Indulgence Choice from selected Spa Treatments with Cream Tea £65 (perceived saving £10) Plus 20% saving when upgrading to full afternoon tea encourages upsell

Cook and Chill Package Combines Mid-Week Half Day Cookery Course with 50 Minute Spa Treatment Priced at £135 (£10 saving) Spa treatment can be taken by course attendee or partner, encouraging partner to visit too Plus Also a Partner’s Lunch at Cookery School to upsell

Falconry Photography Days Attract a niche market to your product New angle for sales Package with lunch at Swinton Park to gain lunchtime food spend – good perceived value at £85 Bring new market into Swinton Park

Temple To Turret Offer guests the opportunity to experience both accommodation opportunities at Swinton Park one night at Bivouac one night at Swinton Park Encourage an extra nights’ stay and dining Build awareness of Bivouac

Swinton Bivouac

Swinton Bivouac - Objectives Encourage use of Bivouac as local venue for activities Quieter times – Midweek, Winter Encourage regular visits Package activity with food to attract non residents – appeal to local interests, good perceived value Upsell opportunity with drink sales

In Stitches – Knitting Club Combine Knitting Tuition with Tea & Cake, or Wine & Cheese/Meat platter in evening Encourage low season, mid- week business Encourage repeat business Alternate afternoon and evening sessions to suit working/non working Upsell drinks

Game for a Pie Promote Quiz Night with Swinton Estate venison pie Build on appeal of Local, Seasonal, Quality Food Encourage low season, mid- week and evening sales Encourage regular visits Upsell drink sales

Marketing In venue – leaflets on tables Website with supporting SEO Free events listing websites Leaflets in local non-competitive destinations, TICs, local shops and services (doctor, vet, dentist – captive audience!) Local media – parish and village newsletters Social media s to contacts – previous guests, other complementary businesses

A Picture’s Worth a Thousand Words Include engaging images Show benefit The amusing, unusual and unexpected get published Keep copy brief - communicate key benefits and key facts Include guest endorsements if you have them Link to TripAdvisor online Transcribe into leaflets