the direct method
the direct method
The Direct Method is a three-part formula for independent hotels to secure more leisure bookings and weddings.
Most marketers start with the marketing channel (email, social media etc) create some marketing messages and hope that something lands and produces a result. It’s inefficient and ineffective.
The Direct Method, contrastingly focuses first on the customer’s relationship with the hotel, then tailors the message and the channel accordingly.
Let’s define the terms…
The Prospect Method
Prospects are people who know, like and trust your hotel. They might have stayed with you already, have subscribed to your email list or follow your Facebook page.
Prospects aren’t necessarily actively looking for a hotel stay, but given the right marketing message, and special offer, they’ll certainly be open to considering staying with you.
As the diagram illustrates, you need to capture their data, nurture them, remarket to them repeatedly, and create the right buying environment for them to make a purchase.
The Browser Method
Browsers are people that stumble across you online and like what they see.
Yours is one of the hotels they’re considering for a specific stay. Browsers probably know the exact dates they want to book and it may well be for a special occasion.
Browsers don’t yet know enough about your hotel to feel confident that you’re the right property for them, so they’re doing their research.
The Browser Method is about ticking all the boxes in the browser’s mind so they choose your hotel and know that booking direct represents the highest value to them.
The Wedding Method
Websites like Hitched now make it easy for engaged men and women to subscribe to dozens of potential wedding venues at the click of a mouse. Standing out in this crowded market places is essential to secure lucrative wedding business.
No marketing can ‘sell’ a wedding, rather our funnel is designed to warm up the leads and convert them first into an enquiry, then to a viewing.
The key is to WOW the wedding lead with stunning content, a slick customer journey and an all-important personal touch before they’ve even walked through the door.
The Marketing Channels Used
Conversion Rate Optimisation
Pay Per Click Advertising
Photography & Videography
It seeks to convince, then validate the customer’s decision to book your hotel – and come direct.
Our talented team
Founder & CEO
Head of Account Management
Head of Marketing