"Successful companies do not abandon their marketing strategies in a recession; they adapt them."

– John A. Quelch
Professor of Business Administration at Harvard Business School
How to Market in a Recession, Marketing KnowHow

When dry economic conditions persist, the typical reaction is to slash expenses, including marketing expenditures. The trouble is, too often these cutbacks are made "across the board" as a short-term cost-saving measure. Such tactics often only exacerbate and prolong the financial troubles faced during an economic downturn. Thus, when the downturn inevitably subsides, those companies that have continued to market themselves wisely, weather the storm best, and position themselves to reap the greatest rewards when the market rebounds.

In an economic downturn, the smart company concentrates more of its marketing budget where it sees the greatest return – in many cases, on internet marketing, and even more specifically, on email marketing. Consider this:

• 83.2% of marketers in a February survey by Datran Media listed email as their most important advertising tactic for 2007. Why? Mainly because of its ability to drive incremental revenue, a reason cited by 55.3% of respondents. (Source: Datran Media, February 2007)
• Email ROI per $1US spent: $51.45
  (Source: Direct Marketing Association Power of Direct report October 2006)

Combine these facts with the insight that during slow economic times, it's typical for consumers to withdraw and only spend with businesses where they have developed a relationship of trust – places where they feel safe and assured. The convergence of such conditions are ideal for leveraging email to strengthen your most valuable client relationships and drive sales when it really matters.

This is where the ACE Program comes in:

Deliver up to six customized, automated, personalized, relevant, timely and authentic messages to your prospects and guests! View client samples.

• Reservation Inquiry Response Message
• Confirmation Message
• Pre-Arrival Message
• Post-Departure Message
• New! – Repeat Booking Reminder Email
• New! – Refer A Friend Viral Campaign

The above custom email program helps turn your most coveted clients into your most enthusiastic brand advocates. It can be implemented in parts, or as a comprehensive six-part program. It can also be tied directly to your existing property management software such as FRS V12, Inntopia and Escapia. And it's not unusual for these campaigns to see unique open-rates near 80% with unique click-thru rates in the 45-50% range!

In short, the ACE Program leverages your most cost-effective marketing tool to reach your most important clients when it matters the most – turning a rather bleak economic climate into a promising oasis.

Contact us today at 970.704.3240 and get your program up-and-running before the busy summer season. Purchase your ACE Program by June 15th and save 10% off the setup cost. Don't forget to mention "Oasis" to receive the discount offer. We look forward to helping you "Win on the Web!"

– The Blue Tent Team