We could spend hours and hours discussing marketing and its strategies. However, the main purpose of this brief article is to get you thinking in terms of what you'll need to do to market your bed and breakfast.

Just because you think you want to open a bed and breakfast, or may already have done so, doesn't mean it will be successful. You should give much thought and do a lot of research before you decide whether or not to open a bed and breakfast.

It should not be a decision you take lightly.

What is Marketing?

If you were to be asked, "What is marketing?" what would you say? (Take some time to jot down a few of your ideas.)

Marketing is probably all the things you listed. But if we get right down to the very basics of marketing hospitality and tourism...

Marketing is satisfying your customers' (guests') needs and wants.

Needs: Gaps between what your customers (guests) have and what they would like to have.

Wants: Needs of which your customers (guests) are aware.

The inability to understand your customers' (guests') needs and wants can be a serious threat to your business. As B&B operators, we are here to serve the customer (guest). Their needs are priority #1!

Now, none of us was born with a marketing degree, so this is something we need to learn and then polish through practice. Remember also, the marketing of hospitality and tourism is viewed a little differently than the marketing of a specific product. Let's take a brief look at the differences.

Product vs. Services

Differences between Product Marketing and Services Marketing Product: Tangible
Service: Intangible

Product: Able to store
Service: Perishable

Product: Made ahead
Service: Immediately available

Product: Sold once
Service: Repeatedly sold

Product: Easier to cost
Service: Depends on demand

Product: Wide channel distribution
Service: Short channel (me to you)

Keep this in mind: An empty room is like water down the drain, it cannot be saved. If it's not sold, that sale can never be regained.

Why Market a B&B?

• Change occurs rapidly in the hospitality and tourism industry and marketing plays a key role in a business's ability to cope with the changes. The "build it and they will come" philosophy just doesn't apply here. You have to have a reason and a plan in order for guests to buy your service (a stay at your bed and breakfast.)
• Competition is greater, although this can depend on your location and the number of other lodging choices available in the area. But competition is not all bad -- many B&B owners form associations and work very cooperatively together locally, at a state level, and nationally. Pooling certain resources, such as advertising, can make economic sense for everyone involved. Referrals are also shared.
• Consider to whom you will target your marketing efforts. The economy, social, cultural and lifestyle issues all play roles in market segmentation. You cannot cater to everyone. You must aim for a specific group for the majority of your marketing efforts.
• Modern travelers are sophisticated and expect much more than in years gone bye. A lot more than a room with a bed is expected. To get these kinds of guests requires you to do more planning of your marketing effots.

Seven Principles of Marketing

1. Marketing Concept: The means you are acting on the belief that customer (guest) satisfaction is your top priority. You continually want to put your resources and efforts towards satisfying your customers (guests).
2. Customer Orientation: You accept and act according to the marketing concept. The customer (guest) is always #1! (For example: Mr. Marriott took time to read evaluations from all of his hotel guests daily and personally took interest in them.)
3. Satisfy the Customer: Is the only way to ensure your long-term survival. Success comes from knowing what your customer (guests) want and giving it to them. Never just make assumptions.
4. Target Market: All customers (guests) are not alike. You need to pick out and focus on those you want to attract. This is sometimes known as the "rifle vs. shotgun" approach. A single bullet hits target rather than shot spreading all over.
5. Value/Exchange: Customers (guests) want value for their money. This is often hard for many to actually define. Some people equate value with the price of something while others do not. We must provide the experiences which guests find valuable in return for that they pay us money, make reservations and hopefully will return again.
6. Product Life Cycle: All products and services go through a life cycle: introduction, growth, maturity and decline. If we deal in services, we don't want to end up in decline, but do whatever it takes to continue to grow.
7. Marketing Mix: Will be discussed in more detail next, but this is the controllable factors which are used to satisfy customer needs.

This feature continues with more tips on how to market your bed and breakfast.