Are You Targeting The Right Customer For Your Summer Promotion?

Now that’s the Million Dollar question, are you?

When you set out to run your summer promotion, did you perform your due diligence on which you were first going to target with this promotion, so that you can see if you have the right customer, for the right outcome?

When you run a general promotion like “Sizzling Summer Deals”, don’t think that everyone wants/needs it, especially if your message is not directed to any special wants/needs of the demographic that you are promoting.

Before you commit to any promotion, you need to first ask the question and get answers to: What want/need is this promotion going to fill for a specific client, how are you going to get the message of your product information to them, how are you going to track the success of the promotion to determine the R.O.I., what ways are you going to build into this promotion a sense of urgency to commit to the purchase and finally, have you built in enough top of mind awareness to your targeted prospect, so that you differentiate your promotion from that of your competitive set?

When you get some sense of the answers to these above questions, a more detailed and directed promotion can evolve, which will result in greater success and R.O.I. to your expenditure. If you can just break your one promotion into 3 different ways in which you are going to target different prospects, you can then start to determine which one of those three promotions where successfully taken by the prospect and by whom. Once you determine this, a greater emphasize can be placed on that promotion and the unsuccessful ones can be modified to once again track and find the “hook” that will make your “right customer”, produce the right outcome for your promotion.


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Keep IT Simple

Your businesses is what is “IT”, with all of the information and bombardment of calls, e-mails, faxes, twitters, IM’s, texts and people, a business owner can feel overloaded and get misdirected and forget to keep an eye on what really matters to their success, THE BOTTOM LINE!

What’s the solution?

On no more than a couple of 8½x11-inch pieces of paper, have a “snapshot” of the top five to ten critical statistical metrics that determine your business unit’s success available with comparisons for your daily morning review. If you do not have this report, you cannot be proactive in management. With a daily statistical data sheet, you have the ability to spot trends, and thus, small corrections in the operations or sales can be initiated to neutralize the adverse effect of any negative component.

When you have daily statistical sheets that are simple, to the point, and full of the “most critical” metrics that you need, you can guide your business unit daily, which will lead to greater achievements of the business unit’s budget and stretch goals. Focus on managing your business unit today, so that today will be tomorrow and tomorrow will be your everything.


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Will You Spend A Penny Today, To Save A Dollar Tomorrow?

Do You Have A Preventative Maintenance Program Installed In Your Business Like A Hotel Does?

Preventative maintenance, or P.M., as we call it in the hotel industry, is a must to help lower your replacement costs and prevent possible operations and sales breakdowns that can affect your bottom line.

What do I mean by P.M.? Well, in the hotel business it means some of the following actions: scheduled coil cleaning of the heating, ventilation, and air conditioning units; bed mattress turning/rotating; cleaning/removing the sediment within the bottom of the hot water tanks; winterizing the exposed piping; caulking tub surrounds; shampooing the carpet, etc. The pattern of P.M. is this: tighten the screws, bolts, and belts; oil the lubricated moving parts; clean out areas that accumulate debris; and check on the status of the normal wear and tear of an item, so there is a proactive approach in maintaining its continued life cycle and use. Let’s say a hotel never did any P.M.s on its air conditioners and a very hot temperature index weekend occurs. The air conditioning units have not had adequate P.M. and may only be running at 30% capacity due to dirty filters and the Freon not being recharged.

Will the hotel get complaints? Will it have to refund money, lose future business, increase their utility bill, and have bad “word of mouth” created? The answer to everything is yes, but preventative maintenance could have helped to avoid and minimize these above situations.

Preventative maintenance is not limited to mechanical items only. Do a P.M. on your human resources and the complete business unit as well. When was the last time you went around and made sure that all of the correct Occupational Safety and Health Administration, Department of Labor, and Equal Employment Opportunity Commission posters were in the right place and current? When was the last time that you made sure your locked storage area was secure and functional? The old saying, “An ounce of prevention can give you a lifetime of protection” is correct when it comes to installing P.M. in your business unit. By performing P.M. within your business unit(s), you are showing a proactive management style that can lead to lower cost structures through your expenses and growth of your top and bottom lines.



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