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Working together with ABBA (Ayrshire Bed & Breakfast Association)

How Associations utilise their grouped resources (all their members) to market themselves more efficiently than the individual members could market themselves will determine if they can compete with the online giants!

abba-website

Critical factors include:
• the quality of the website (written content, images, usability etc.)
• the number/quality of properties they can offer
• can they offer customers an easy to use and complete online booking process

How Associations utilise their grouped resources (all their members) to market themselves more efficiently than the individual members could market themselves will determine if they can compete with the online giants!

This creates compelling content that is relevant, targeted and up-to-date. They will also have a good range of accommodation (depending on their membership) covering various local areas and markets. Finally, it would have been impossible several years ago to access this level of technology as the resource (cost) required to embed a professional online booking engine in their website would have been prohibitive.

Make the most of what you've got:
Managing the marketing budget to maximise opportunities fairly across all members has its complexities. The large corporates have departments of highly skilled teams focused on generating traffic and revenue. They operate on a very analytical level backed by resources (both cash and technical), all driven to get the best returns on an hourly and daily basis. It's a tough market place, make no mistake about that!

Practical steps to make the most of what limited resources you have:
• Create a transactional (bookable) website to fulfil your visitor's needs.
• Direct traffic to your website so you can convert and monitor this business. It will improve returns on all future marketing. Its a long-term strategy that can have immediate results.
• Use your improved marketing power to earn the Association more credibility within the local community, leading to a virtuous circle whereby the more businesses involved the more ability the Association has to promote the area and act in partnership with these businesses.
• Use the credibility gained directly with customers who find the Association website informative
• and easy to use. They are inclined to comment and recommend it friends, improving marketing returns.

"it's a tough market place, make no mistake about that"

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