Post on 24-Feb-2016
description
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Boston UniversityFebruary 2012
Credibility Marketing
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To build credibility and sell business
Why do we Promote Ourselves?
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Selling is much easier if you can get clients to call you
Can you sell well?
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HVS Sells through Credibility Marketing
Producing authoritative articles or publications
Organizing and speaking at conferences and seminars legitimizes you
Writing books
Write Articles
Write Publications
Speak at Conferences
Quoted in Publications
Write Books
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Why Credibility Marketing?
Steve Rushmore founded the company on the Credibility Marketing principle by writing “the book” on how to appraise hotels He lectured around the country and taught thousands of
people his methodology People called him for assignments because they saw him
demonstrate his knowledge in either his book, magazine column or lectures
People do business with people they perceive as being credible Selling is much easier once people realize your credible
Improves public relations
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Writing Articles Provide Readers with Useful Information that will Assist in their Endeavors No other hospitality consulting firm publishes more articles or
attracts more readers Our contact database is the largest in the industry Keeps HVS constantly in the minds of most industry players
Our articles provide an HVS perspective on subjects in which our potential clients have something invested
The more that clients see the HVS name associated with relevant and accurate information and analysis, the more they’ll feel secure in engaging our talents
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Credibility Marketing – Article Writing
Everyone at HVS can write articles for the weekly publication to promote themselves, their service, and the company
Associates are encouraged to write articles in order to be promoted
All articles are published on our web site and promoted on our weekly Global Hospitality Report email As of January 2012, over 100,000 recipients It’s common for articles to be syndicated in other publications
Articles are crawled and republished onto other web sites Associates love the exposure and the recognition from industry
professionals Talk to your Managing Director if you can’t think of any ideas for
an article
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What should I write about?
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Consider Some Aspect of the Industry that Intrigues YouDemonstrate how a technology, trend, attraction, etc. can come to bear on the lodging industry, with specific examples from one or more markets.
“The Evolution of Space Tourism from Novelty to Opportunity”
“The Power Of The Per-diem Rate” “The Need for More Branded Hotels in Panama City Beach,
Florida”
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Market Specific Knowledge
Leverage your market experience from a recent assignment to demonstrate your local knowledge.
“TIANJIN: The Gateway for North China” “Economic Cycles Affect the Differentials between Top
Caribbean Lodging Facilities” “Hotel Rooms Remain In Short Supply Throughout Wyoming’s
Energy Corridors” “HVS Market Intelligence Report: Asheville, North Carolina” “New Orleans - Going up or Going down?”
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Open Your Article With:
Ask a ? Share an Anecdote – humanize it Paint a Picture (“imagine yourself”) Use an Analogy, Metaphor or Smile Site a Shocking Statistic Embrace a list
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• Write a zippy lead• Conduct a survey or poll• Get great art to compliment the story, even free
stock photos• Write conversationally
What is the title of your Article?
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Credibility Marketing – Conferences & Seminars
HVS Organizes several conferences throughout the world India South America China Mexico Bahamas
Benefits Many speaking
opportunities for HVS Builds relationship with
industry Profitable Limits exposure to
competition