Hotel Marketing Budget E-Book Table of Contents

  • Introduction 3
  • Never Loose Sight of Why You Want a Marketing Budget  3
    • Know Your Audience: Who are You Writing This Hotel Marketing Budget For?  4
      • Writing a Budget Just For You:  4
      • And Then There Are the Banks:  5
      • Writing Marketing Budgets for Management Companies:  5
  • Determine Your Primary Marketing Objectives:  6
    • First comes the flowers...Now Comes the Fruit 7
    • Do’s and Don’ts of Marketing Objectives  8
  • Which Types of Hotel Marketing Budgets Should I Use?  8
    • Why I don’t like cookie cutter budgeting-  8
      • Market Segment Objectives Possible Strategies  9
    • Benefits to doing a Quarterly Budget- Instead of a Yearly Budget  10
    • Which Type of Budgets Should I Use? 11
      • Starting Out on the Right Foot  11
      • Marketing budgets based on history  11
      • Zero based budgets  12
      • A Combination of Both  12
      • Percentage Method  12
  • What percentage of sales should my marketing expenses come to?  13
  • The Line Items: What Goes Into a Good Hotel Marketing Budget?  15
    • The Line Items to Include in a Good Budget  15
  • Different Line Items for Different Hotels  17
    • Line Items that Will Cause Confusion  17
      • Sales Wages and their Burden (taxes, insurance, etc)  18
      • Commissions/Travel Agent Commissions/Non Electronic Commissions:  18
      • Franchise Royalties  19
      • Guest Amenities  19
      • Team Training and Development  19
      • Out of Control Spending:  20
  • How to Determine a Hotel Internet Budget  20
  • Tools to Use to Create Your Marketing Budget:  21

    • So where should you invest your money?  21
  • How to Develop a Marketing Budget for Hotels: Step by Step in Bite Size Pieces  22
    • Creating Your Marketing Budget Step by Step  22
  • The Importance of Analyzing the Data  24
    • What % of Sales Should my Marketing Budget be 24
  • When You Should Invest More in Your Hotel Marketing Budget  25
  • And When You Should Invest LESS in Your Hotel Marketing Budget   27
  • Bonus Tool: Knowing How Much a Strategy has to Net  28
    • The Powerful Budgeting Tool of Break Even  28
      • How to determine your break even on a marketing expenditure  28
      • Steps for Using Your Break Even Analyzer:  29
      • And then Check Your Decision After the Fact  31
  • Bonus Tool: Calculating your Return on Investment of Each Strategy  31
  • How to Keep Your Marketing Budgets Simple  34
  • Calculating Past Performance in a Way that Levels The Playing Field:  36
  • A word about Future Returns on Investments…  37
  • Now That I Created This Thing…..What Should I Do Next?  38
    • Checking Your Work So Far  38
    • How to Use, Really USE, Your New Marketing Budget  41
      • What do with your budget now that it’s done  41
    • How to Control Your Costs  41
    • Follow the Directions on the Shampoo: Lather, Rinse, Repeat.  43
  • Conclusion  44
  • Templates: Marketing Plan Budget Example  46
    • Please see these template files included with eBook download:  46
  • Bonus Chapter: Which Marketing Strategies Should I Use in My Plan with a Really Cool Tool 46
  • Bonus Chapter: Some Marketing and Sales Strategies That Give Some Awesome ROI’s  47
    • Cheap and Easy Persuasion Tool #1: Scripts  48
    • Cheap and Easy Persuasion Tool #2: Work your Existing Guests  49
      • Cheap and Easy Persuasion Tool #3: Use Sales Letters  49
    • Cheap and Easy Persuasion Tool #4: Analyze your Database  50
  • Bonus Chapter: Marketing Ideas for Small Boutique Hotels and Marketing Budgets For Them  50