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How Hotels Can Measure Internal Communication Efforts

Posted by Taylor Kennedy on July 18, 2017 in Public relations

INTRODUCTIONHotel reception

A study by Staffbase revealed that good internal communication provides constant feedback and purpose, which increases employee engagement, which in turn decreases turnover rates and ultimately saves the company money.

At the same time, when your hotel employees are happy, so are your guests, according to Forbes.

Here are ways hotels can measure its internal communication efforts.

COLLECT OUTPUT METRICS

Communication efforts–specifically output metrics–need to be measurable. For example, did your hotel’s employee newsletter have a high open rate? Did your hotel’s employee group on Facebook have an increase in page views? Knowing these key performance indicators (KPIs) will help see if progress is being made toward your goals.

Here are various metrics you can collect and how to collect them: 

  • Awareness: Post/page views (Insights on Facebook, Google Analytics for your website)
  • Interest: Open and click rates (all third-party email providers, like MailChimp, offer analytics for each email)
  • Engagement: Comments and feedback (if you use tools such as Trello, Yammer or Slack, how often are employees adding input?)

Make sure to act on this data. For example, if you see a downward trend in open rates, experiment with sending communications at different times of day, or change the subject line.

SET YOUR OUTCOMES

Metrics by themselves mean nothing. For example, did a higher open-rate for your internal emails lead to staff better parroting your key messages? Ultimately, you’re looking for behavior changes that benefit your hotel.

As Dr. Stephen Covey once said, “begin with the end in mind.” Create your outcomes clearly, prior to executing any internal communication strategies. What does your hotel want to achieve? Win a Torchbearer Award? Keep turnover to less than 31 percent? The more and more your KPIs improve, the more likely you are to reach your outcomes.

Let’s say you wanted to increase morale and employees’ confidence in management. Your HR and communications teams could survey employees or conduct focus groups to gain deeper insight into their feelings and what resonates with them. The results can help you make informed decisions and steer you in the right direction. A tactic could include a weekly employee showcase on the Intranet site, and a KPI could include reduced complaints.

In a case study by Marriott, one of its business models showcases how they value its employees/internal communication, ultimately leading to financial success: “Take care of the associates, the associates will take care of the guests and the guests will come back again and again.”

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers hotels, B&Bs and resorts services related to media relations, community relations, branding, group sales, SEO/SEM and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

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Don’t be different in radio

Posted by Brian Lee on July 13, 2017 in Media

car stereo

I find it interesting how radio stations seemingly change formats frequently (compared to other forms of media). Looking at my car’s presets, I realize I have some redundancy.

Here’s how this happened in Madison, Wis.:

  • In 2012, Entercom-owned 105.1 FM (WMHX) changed from playing everything (in the Jack FM mold) to a mix of Top 40 and adult contemporary. However, over the past year, 105.1 seems to play more and more Top 40. In Madison, iHeart-owned 104.1 FM (WZEE) plays Top 40.
  • In 2016, iHeart-owned 92.1 FM (WXXM) changed from being progressive talk to “Rewind” (60s, 70s and 80s). In Madison, Entercom-owned 94.9 FM (WOLX) plays those decades of music, although less and less music from the 60s.

So to recap, Entercom ditched one format to copy an iHeart format, and then iHeart ditched one format to copy an Entercom format.

More interesting points:

  • Entercom stations boast about playing 10 songs in a row. The iHeart-owned 92.1 FM ups that by playing 20 songs in a row (though unfortunately, the commercial breaks also are twice as long).
  • Last month, former 104.1 FM DJ Aaron Rogers joined Entercom (in Kansas City), and his morning show airs on 94.9 FM. The station also is running promos to attract listeners by mentioning that Aaron “made the switch (from 104.1).”

Unlike in normal business, in the radio world, trying to be the exact same as your competitors apparently is the preferred approach.

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How to Market a New Solution to an Old Problem

Posted by Brian Lee on June 28, 2017 in Marketing

INTRODUCTION

mouse trapDisruption, according to Wikipedia, is innovation that creates a new market and value network that eventually disrupts an existing market and displaces established market-leading firms and products. It seems these days that tech startups, especially in healthcare IT, have to be the next Uber or AirBNB of their world to experience success, when in fact, they don’t.

In the slow-moving industry of healthcare, often times building a builder mousetrap–in other words, developing a new solution to an old problem–is the key to seeing your product or service get adopted. Let’s take a look at how you can market them.

HOW TO POSITION YOUR SOLUTION

One of your primary objectives should be to identify healthcare systems that have purchased a product or service to satisfy their problem, but that product or service has been insufficient. These prospective customers are likely to re-enter the marketplace for a new product or service since their problem remains unsolved.

When contacting these healthcare systems, use a “beacon” approach to describe your product or service. This means you compare your product or service to a competitor’s, but then explain why yours is better. For example, “We’re like (a competing product) but easier to integrate into your EHR and maintain.” This approach gives your prospective customers a frame of reference (beacon) along with the value proposition.

Also, don’t feel like you have to undercut your competitors. A Forbes magazine article cited a study that consumers will spend more when switching to a new solution that solves their (healthcare) problems.

REACH THE DECISION-MAKERS

It comes down to two general marketing principles: you need to build brand awareness, and you need to stay top of mind. To accomplish these tasks, you will need a sustained effort of PR, marketing and/or advertising. This means don’t just pitch one publication or run online ads for two weeks.

Why? In marketing, there’s the “Rule of Seven,” which says that someone needs to see your marketing message at least seven times before they take action. Even then, the hospital CIO, for example, may not be in the buying mode or cycle. So you have to maintain your brand’s presence in front of them so when they are ready to buy, you’re the first company they think of.

FOR MORE INFORMATION

Revelation PR, Advertising & Social Media offers healthcare IT companies and startups services related to media relations, email marketing, investor relations, tradeshow marketing, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.

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