Is your branded merchandise pulling its weight? Are your guests leaving with your name in their hands? Is there a story to relay online that’s unique? Here are five ways to boost engagement, sales and increase brand presence.
If you are managing a large resort, small boutique hotel or even an on-site spa, these strategies are for you. The best part is, they are straightforward and can be easy to put into motion. Some even pay for themselves. Start with one or try them all at once. These are flexible and should be tailored to your guests preferences.
Strategy 1: First Transaction Experience
Do you upsell exclusive branded products, at a discount, when your guests book? It’s a triple bonus move! Guests earn a discount on branded goods, receive a gift and come away with a limited edition prize. You boost sales, create brand presence offsite and turn a profit.
Here is how it works: start by developing a limited edition item that has a high retail price tag. It’s key that this is prominently branded. This is then offered to your guests at a discount when they book. Upon arrival you present it to them like a gift. The item is then taken away to serve as a point of conversation.
Pro Tip: Go one step further and include a card or sticker asking your guests to post a photo of themselves with the item on social media. You can be direct with your ask “Use hashtag #TravelLife and account @TravelMiami.” You can also make this into a trend. ‘’Show us you are on vacation without telling us you are on vacation. #TravelLife”
This strategy: pays for itself / build brand loyalty / creates brand presence offsite / supports social engagement
Strategy #2: Merchandise Showcase
Have you ever seen something used by another person and wished you could have that same thing? This is one of the easiest ways to both create and solve a problem for your guests.
This is how it works: Match services that you offer on site with merchandise available in your boutique. Showcase the item by having a staff member use the item while engaging with guests. For example: If you offer woven towels for sale, have your yoga instructor use it during the lesson then wear it like a sarong to the change rooms. This shows off the usefulness of the product and piques the curiosity of your guests.
Pro Tip: Have your staff member talk about the product, why they love it and where to buy it. Guests can be shy and won’t always ask. Make this a conversation starter.
This strategy: Supports merchandise sales and product awareness
Strategy #3: Host a Social Media Contest
Everyone is someone’s person of influence. When they travel, the people in their circle are paying attention. By having your guests share your brand on their profiles, every post becomes an ad. Let’s make the most of this opportunity.
It’s important to know that authentic points of view are prized online. By having your guests make posts, the content remains authentic and far reaching. We want them to share their stories with onsite images. Every time your name shows up online, more eyes see you.
This is how it works: Host a reoccurring social media contest for guests staying on site. The prize is a branded piece of merchandise. We recommend giving out a prize twice a week. The rules are simple;
- Current guests share a post of themselves enjoying your location. Posted images must contain branding from a piece of merchandise or a sign on site.
- The post must contain a hashtag and profile pointing to your business. Example: @TravelMiami #TravelMiami
- Bonus points if it’s a video (no temporary videos please)
- You will announce a winner at a specific time each week. The prize will be available for pickup on site.
Pro tip: Remember to have the rules clearly outlined somewhere online. If you hand out a card describing the event, offer a QR code for the rules and regulations.
Bonus: Guests who want the prize but are not willing to work for it may buy one for themselves. They may also go look at the item in the shop and buy something there.
This strategy: rn word of mouth marketing, creates brand presence offsite, supports social engagement
Strategy #4: VIP gifts
The moments following a large event are precious opportunities. The event planner has just completed a large task that may have taken weeks or months to prepare. The work is finished and the relief is tangible. Be ready to fill that quiet moment with a token of appreciation. Sentiments of gratitude are remembered.
A drink at the bar is nice but once it’s gone the story ends. When the token is taken home the impression has a longer lasting effect. It becomes a point of conversation and pride. For example: a light throw blanket is set out in a prominent place. Someone remarks “Where did you get that?” The story of the event, the success and the token of gratitude are recited. Not only is your service brought to life but the fond memories of success bring your brand’s name closer to heart. Good memories are the ones we always try to relive.
Here is how it works: Source a beautiful item that offers real value and usefulness. Have it branded in a thoughtful manner. Wrap it with a bow and hand write a thank you note. Intentional points of contact are needed for this moment of connection.
This strategy: build brand loyalty, supports the bond with your current clients, creates brand presence
Strategy #5: Host a fundraiser
Is there a local cause that could use some love? Do your guests care about sustainability or a local wildlife population at risk? This strategy supports your cause, your brand and your brand loyalty.
Here is how it works: Have a limited edition item made with your brand prominently displayed. Price it with enough margin to pay for itself and generate profit for your cause. Connect with guests on a deeper level when you ask them to help.
Bonus: The items sold are taken home with a sense of love and compassion. They are prized as limited edition items that serve to support something they care about. You now have branded merchandise speaking of you in the kindest of ways. Everyone wins.
Pro Tip: Have this item made by a social enterprise that showcases your values. Ethical manufacturing and sustainability are a good place to start. Make sure these values are prominently displayed on product tags. If they aren’t, have a sticker made. Your guests will know you care when you share.
This strategy: Helps a charity you care about, pays for itself, build brand loyalty, creates brand presence offsite
Conclusion
Branded goods have a long history of being used towards brand awareness. Advanced manufacturing has given us a wealth of options to choose from. By combining these items with moments of appreciation, quest engagement and a little fun, we optimize our brand presence.
These are 5 popular options to start with. Try them out or use them as conversation starters with your team. The community within your staff have insights and ideas. Have fun with it and work together.
About The Author
Nikky Starrett is the founder of Pomp & Sass, a social enterprise specializing in custom luxury woven towels for marketing and sales. She develops exclusive styles that highlight the unique qualities of a specific hotel, spa or winery location. Choose between a fully illustrated design or tailor any of her 60 catalog styles. The design is woven into the fabric made from pure Turkish cotton.
Pomp & Sass products are ethically made and sustainable. A portion of profits are donated to charities under the United Nations Sustainable Development Goal of well-being.
Contact Nikky today at [email protected] or visit www.pompandsass.ca/wholesale to learn more about this beautiful, custom towel.
