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Based on the Marketing Opportunity Analyses
conducted by Hannah Marketing Group for our two California
resorts, we retained Scott and his team of specialists to
write Marketing Plans for both properties. The plans were
excellent, leveraging our strengths and covering each of
the key revenue-generating areas of marketing, sales,
reservations and revenue management. The priority growth
opportunities were identified, with detailed action plans
developed for each initiative and program. The format
of the plan is one we will use in future years.
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Critical to any successful revenue turnaround
or repositioning is the development of a highly-focused,
strategic marketing plan. While the plan need not be
lengthy, it must accurately identify and prioritize the
largest revenue growth opportunities and detail how
these opportunities should be executed. In nearly all
cases, these opportunities leverage the competitive
strengths of the property to meet the key needs of the
priority target audiences.
Depending on the needs and resources of the property,
Hannah Marketing’s involvement may consist of the
development of a comprehensive marketing plan, the
identification of the priority marketing strategies or
simply a review and critique of the marketing plan
written by the property. The marketing variables evaluated
in the marketing planning process are Product, Target Audience,
Pricing/Revenue Management, Distribution/Reservations, Positioning
and Marketing Mix.
This service is recommended for any independent or tourism
marketing organization that is interested in accelerating
its revenue growth, is in need of a turnaround or is
interested in increasing the efficiency of its sales
and marketing expenditures.
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