MMC®’S HOTEL CASH PROMOTION

MMC® is a leader in raising cash for your business/hotel. To date, we have raised over 50 million dollars in the form of thousands of memberships. These memberships lead to an influx of daily traffic, which leads to money spent in profit centers such as the restaurant, pool, conference facilities, fitness center, tennis, basketball, etc. Your residual income will grow, and your business will forever benefit from monthly and annual renewal fees due to maximizing the earning potential of these underdeveloped profit centers.

With MMC® as your marketing partner, everyone is a winner. Hotel owners/boards see direct results because they no longer have to spend their own money to support the hotel in the off-season.

Hotel managers find that with revenue up, they can focus on improving customer service, training programs and workflow. Hotel guests and local members see the hotel is a bustling place and an important part of the wider community.

In general, there are four ways owners and/or managers try to increase revenue when their business fails to grow as projected, become stagnant or even worse, starts to falter:

The first is the easiest. They raise prices for loyal guests/customers. Needless to say, this approach never works because it alienates the very people who were the backbone of your hotel’s income. If the price goes up, they’ll have every reason to look for another place to stay. What’s worse is your new, higher prices won’t attract customers to fill that gap, and you will surely end up losing revenue.

A similar approach that leads to similar results is a plan in which owners/operators look to their current customers to spend more money in under-performing profit centers. But it is very difficult to change the spending patterns of the average consumer. If pressed to pay more for services they don’t normally use, customers will likely feel punished, and you definitely do not want to encourage that negative feeling because it will only result in loss of revenue.

Some owners believe the best option is to cut down on costs they can control, and the first victim is usually the payroll. If the hotel loses employees, service suffers, and when service suffers, you lose customers. You’ll never increase revenue if you start by cutting your spending.

The most successful approach to increasing revenue is bringing in brand new customers who can be conditioned to spend money in a way that will net you the greatest profits. MMC® has the strategies you need to bring in immediate cash and start reaping the benefits of increased traffic at your profit centers. Most hotels focus on just a few of their amenities (profit centers) to increase revenue e.g., rooms, banquet halls, food and beverage but fail to cultivate the forgotten profit centers e.g., pool, tennis, childcare, fitness center. Where hotels truly fail is locking-up the local market.

Recently, hotels have been closing their doors. Theories range from the economic climate which doesn’t allow people to travel as freely to an abundance of inventory.  But with fewer options, revenue at the hotels that remain standing should be high.

Framing yourself as the only option is not the best way to increase sales. Hotels can be successful even in a crowded market. The marketing just has to change to reflect the resources of the property.

MMC®’s team is experts in keeping hotels in business without having to cut costs or discount prices. Our model rests on developing profit centers and finding you the right kind of new customers from your local market. We have developed a profiling formula along with a no-risk, self—funding marketing campaign to attract local consumers and turn them into members of your hotel for services other than the rooms. You’ll achieve a maximum ROI without having to invest one dime at the outset.

You have to first consider your competition. Is your hotel bigger or smaller than others in the area? Are your amenities similar? And are you charging rates that align with what you see in the marketplace? It doesn’t matter if you’re competing with a high-end chain, a roadside motel, or even a small bed and breakfast. You have to monitor any business that captures hotel dollars. This kind of in-depth market research is a service MMC® provides to put you way ahead of your competition.

After you know your competitors, you’ll want to know who your marketing should target. The way you advertise changes based on who your audience is. Our full time research and development department works 24 hours a day, 7 days a week to profile potential clients for you.

There are many variables that go into outlining exactly what your target market looks like. Most marketers make the mistake of focusing solely on income, but at MMC® we know consumers are more than what they make. They have different levels of education, buying patterns, and travel habits. Furthermore, some people who look affluent on paper are drowning in debt and have absolutely no disposable income to spend at your hotel. That’s why our marketing campaigns look to more than just the most affluent neighborhoods, taking into account how potential customers spend their money and how likely they are to take advantage of your services. We’ve been in the research and marketing business since 1991. We’re so confident our strategies work we pay for the research out of our pockets and refuse to pass the cost on to you.

For an even deeper understanding of consumer spending, we turn to psychology to offer us a glimpse into the mind of the average consumer. Emotion guides the purchasing habits of most spenders who then have to work to logically justify those purchases. If you want the greatest success, you have to be in tune to those positive and negative emotions that govern spending decisions.

The two driving forces help your customers make decisions are pain and pleasure. If there’s any pain associated with purchasing services at your hotel, people won’t be likely to do it. Knowing where the painful emotions enter the picture and converting them to pleasurable emotions will make the difference between a one-time customer and a loyal member. At MMC®, we design message delivery systems that appropriately tailor your message to trigger only pleasurable emotions.

The six core emotional needs of the customer have to be met:

Significance- every customer has to feel that they are important.

Security- every customer has to feel they’re in a safe environment that won’t change from day to day.

Variety- customers should have access to new experiences.

Connection- customers like to know they are appreciated on an individual level.

Contribution- everyone wants to feel heard.

Growth- customers need to feel there are ways in which your hotel and its services will grow with them and their needs.

Your advertising must engage your prospective customers by making them feel that all of these needs will be met when they pledge their loyalty to your hotel.

We are experts at marketing this new model of hotel membership to a targeted audience. Sometimes, memberships unfairly receive a bad reputation because on the surface, they look like bad deals to owners. No one wants to feel as if a customer is taking advantage of them. We understand those concerns, but our pricing structures and member retention plans are designed to avoid these pitfalls. We know how to balance both value and investment.

The biggest benefit of marketing to a local community is, word spreads like wildfire. When you can attract a single local member who loves your facilities, then that member will bring in another. Soon, word of your fantastic pool, fitness center, and other amenities will spread around town and it will be your restaurant, your bar and your rooms that are full.

You do not want to put yourself in a position where you spend years making the same tired marketing mistakes. It was Albert Einstein who said, “Insanity is doing the same thing over and over expecting a different result.” The key to success is breaking out of the mold and trying something new, especially something that is proven to work.

We pull a variety of studies to figure out what strategies will work best for you and your hotel. Communications, price studies, advertising, and customer satisfaction studies all offer keys to your success. By using relevant information from a variety of sources, we can create a marketing plan to capture the local market and increase your profits.

Because hotels risk maintaining facilities that are used very infrequently, we have to help you think creatively to find a different kind of customer for your profit centers. The “introductory” membership can grant members access to a smaller portion of your services just to get them in the door which will equate to more revenue from rooms, banquet halls, etc.

This is merely one of the strategies we employ in the cash promotion to help you achieve the results you want.

You can and should use price as a hook, but you can’t leverage it as the main reason someone should become a member of your hotel.

Most owners/operators get into trouble when they assume the hook is the only part of the plan when in fact there are many more pieces to the puzzle;  pieces that are designed to make you more money in the long run.

Thanks to our research which pre-qualifies potential customers, you won’t be wasting your time with undesirable customers. You will engage people who are likely to keep coming back to you for more services. And keep in mind, you are the gate keeper so you and your stall will be the final barrier/approval of who becomes a member and who doesn’t.

Let’s take the airline industry as an example. We’ve learned it isn’t easy to change the buying and spending habits of consumers who expect services to be presented to them in a certain way. As marketers, we sometimes have to look to other industry’s successes and failures to understand how we can improve profits within our own industry.

Airlines have made the switch to an a la carte system that lets consumers purchase a base fare which increases only when additional services are added. Existing customers find this system feels like a worse deal because perks that used to be complimentary are now not. The traveler feels shortchanged even when they are saving money. People new to flying love the feeling of customization allowed by the a la carte system.

MMC® can attract new customers with a new system designed to increase revenue through cultivating non-performing and undeveloped profit centers and providing them as membership based services to your local market. Simply put, your hotel is providing an opportunity for local customers to enjoy facilities that would otherwise remain unused.

MMC profiles your local consumers within a 20 mile radius of your property. After determining the ideal demographic in the prime geographic area we then launch the campaign employing every media available to man.

There is no shortage of options when it comes to outlets for your advertising. Radio, newspapers, and social media all have a role to play in your marketing strategy. But our research has shown there is nothing more effective than personalized direct mail to the consumer most likely to take advantage of your services.

Because a direct mail campaign can be personalized, it has the kind of marketing power that other options just don’t have. You will be able to directly measure the campaign’s success, and you will put your hotel on the minds of consumers within your direct geographical region. Every other marketing option will support your position as a dominant hotel in your area, but it will not be able to attract attention in the way a direct mail campaign can.

The only downside to a direct mail campaign is it can be expensive. But we’ve eliminated the risk by designing a no-risk/self-funding program which only initiates the direct mail drive when the first phase of the campaign has raised enough money to support it. If you’re not seeing success, you won’t have to pay for it at all.

MMC®’s “cash” promotion is divided into four unique phases:

The internal launch softly introduces your existing clients to a new membership plan. Anyone on your current e-mail lists can receive this introductory e-mail. In this phase, we will also reach out to new customers through the traditional modes of radio and local newspaper. While we cast a wide net, we’ll also be researching the demographics in your area, profiling potential customers, and creating effective ad copy based on those findings. During this time, your staff will also receive training to handle the influx of new members.

The external launch is the direct mail campaign. MMC® plans on distributing these personalized messages to customers profiled in the previous phase. Every week, your potential customers will receive information about your new membership program, and revenue from those new members will fund the direct mail campaign for the following week.

After we’ve mailed every qualified prospect in the area, we’ll spend two weeks on a marketing blitz. We’ll recruit new members through social media, radio, and newspapers as well. It’s possible to raise up to a 40% of the gross income of the whole campaign in these last two weeks due to this guerilla marketing strategy.

But if you’ve already reached the results you want, you can always tone down the marketing in the final two weeks and orchestrate a kind of soft exit. If the opposite is true, and you’re still looking for more customers, we can (and will) ramp-up the efforts.

The last phase is “Forward thinking”. This will allow you to start planning for maintenance marketing designed to keep your members coming back month after month and year after year. One option available to you is membership in MMC®’s own platinum plus program in which we provide you with an additional two years of marketing assistance.

If you’re still on the fence; here are some other reasons why you should partner with MMC® today:

•         Our goal is to keep your business healthy

•         MMC® is dedicated to your success, but you still have the full control of the campaign.

•         Because we train your staff to enroll new members, you won’t need to hire additional staff to manage the enrollment process.

•         MMC®’s materials and marketing pieces provides the plan breakdown, including what it costs and what it includes, taking the burden of your shoulders.

•         Our sales training program is proven to help your staff maintain a high level of service for your existing and future customers.

•         If MMC®’s promotions do not make you money, for whatever reason, you may cancel your agreement with us at any time.

•         We’ve devised a system that changes the buying habits of today’s consumer so he/she is less fickle and more loyal.

•         You control the money raised by the campaign. It gets deposited directly into your account.

•         You don’t have to pay for research and market analysis services. We do it on our own dime to get you the best results.

•         MMC® believes that if we don’t make money for you, you shouldn’t pay us anything.

In our standard “cash” promotion structure, you will pay us 20% of the gross sales from newly-instituted hotel memberships. You keep 100% of all other income generated by the campaign (daily receivables, residual income, and most importantly, renewals).

Every Monday, you’ll wire us our success fee from the previous week’s sales.

Remember growing your business requires you to stay at least three steps ahead of your competition.

This site has a ton of free tips to help you get ahead of the game. We know our videos and articles give you the kind of valuable information that will improve the health of your business/hotel. 

THANK YOU FOR PARTNERING WITH MMC® TODAY IN GROWING YOUR HOTEL PROPERTY AND YOUR HOSPITALITY CAREER.

Terms & Conditions | Privacy Policy | Earnings Disclaimer | Contact Us