Brittany Weber's ADV420 final presentation for Weber's Inn Ann Arbor

1. =
Presenta*on
by:
Bri1any
Weber

2. ABOUT
Located
In
Ann
Arbor
Michigan,
Weber’s
Inn
is
one
of
Michigan’s
top
hotels,
with
it’s
deluxe
full
service
hotel,
restaurant
and
banquet
and
conference
property.
Weber’s
Inn
was
founded
in
1937
by
Herman
Weber
and
is
s*ll
to
this
day,
owned
and
operated
by
his
family.
Weber’s
inn
is
a
surefire
hit
for
vaca*oning
couples,
business
layovers,
or
senior
get-­‐a-­‐ways

3. Goals:
Demographics:
• Business
Men
and
Women
• Earn
new
business
and
gain
popularity
• Ages
30-­‐65
through
the
use
of
Social
Media
• Hardworking
men
and
women
• Build
customer
loyalty
who
travel
frequently
for
work
and
have
to
stay
a
few
nights
in
Ann-­‐Arbor
Challenges:
• Overcome
local
compe**on
such
as:
• Clarion
Hotel
&
Conference
Center
• Holiday
Inn
&
Suites
• Sheraton
Ann
Arbor
• Courtyard
Marriot
Ann
Arbor
• Bell
Tower
Hotel
• Make
new
customers
aware
of
Weber’s
Inn’s
benefits

4. THEME
The
overall
theme
is
to
show
that
Weber’s
Inn
has
a
perfect
atmosphere
for
hard
working
business
people,
with
free
Internet,
deluxe
rooms,
and
a
conference
property.
Weber’s
Inn
also
has
a
top-­‐notch
restaurant
with
a
reputa*on
for
fine
dining,
moderate
prices,
and
an
upscale
relaxed
design.
Not
too
men*on
their
award
winning
wines
in
their
wine
cellar,
the
Ventura
Bar
and
the
Habitat
Ultra
Lounge.
With
these
businessmen
working
long
hours
on
their
computer’s
and
being
adapted
to
the
ever
changing
internet,
I
think
it
is
best
for
Weber’s
inn
to
focus
their
a1en*on
on
their
web
presence
and
enhance
their
social
media,
internet
marke*ng
and
mobile
strategies

5. SOCIAL
MEDIA
Although
Weber’s
Inn
is
currently
using
various
social
media
outlets
I
think
it
is
dire
that
they
enhance
to
a
greater
degree
their
social
media
presence.
Weber’s
Inn
currently
has
a
Twi1er,
Facebook,
and
informa*on
on
Foursquare,
yet
their
presence
on
all
three
is
not
up
to
par
with
their
compe**on.

6. Twi1er:
• Enhance
their
Twi1er
use
in
order
to
en*ce
new
customers
in,
while
keeping
in
contact
with
their
old
customers.
• Update
Twi1er
frequently
with
specials
and
promo*ons
• Have
people
give
their
twi1er
names
at
check-­‐
in
so
Weber’s
Inn
can
offer
their
followers
specials
deals.
Facebook:
• Facebook
these
days
has
billions
of
users
and
can
be
used
as
one
of
the
best
ways
to
reach
out
to
current
and
future
customers,
for
their
hotel
or
even
just
their
restaurant
or
lounge.
• Add
pictures
of
the
rooms,
lounge,
wines,
and
everything
else
that
Weber’s
Inn
is
known
for.
• Update
status’s
frequently
to
draw
a1en*on

7. Foursquare:
Foursquare
is
a
service
that
helps
you
find
popular
places
where
people
are
hanging
out
and
offers
*ps
from
other
users.
You
can
also
“check
in”
at
the
different
places
you
visit
• Combine
hotel
and
restaurant
pages
• Photo’s
need
to
be
added
right
away
so
that
when
people
search
for
a
hotel
to
stay
at
in
Ann
Arbor,
Weber’s
Inn
will
appear
with
beau*ful
pictures
to
show
it’s
divineness
• Tips
should
be
added
from
current
employees
Blog:
Impera*ve
for
Weber’s
Inn
employee’s
to
start
a
blog.
• Can
be
used
to
promote
Weber’s
Inn
indirectly
• Employees
can
take
concerns
about
the
hotel
and
turn
them
into
a1rac*ons
with
simple
posts
by
showing
they
care

8. Internet
Marke*ng
It
would
be
beneficial
for
Weber’s
Inn
to
implement
a
Google
AdWords
Campaign.
This
would
allow
you
to
buy
certain
key
words
that
people
frequently
search
for
and
raise
your
company
to
the
top
of
a
Google
Search
results
page.
Benefits
Include:
Example:
Weber’s
Inn
• Reach
customers
who
are
searching
for
your
specific
terms
(Weber’s
Inn)
or
Hotel
in
Ann
Arbor,
MI
located
near
the
perhaps
terms
like
“hotels
in
Ann
Arbor”
beau*ful
campus
of
the
University
of
• Pay-­‐Per-­‐Click
campaign
making
it
cheap
Michigan
compared
to
tradi*onal
adver*sing.
Allowing
you
to
reach
new
customers
but
Offering
deluxe
rooms,
high-­‐speed
internet,
only
paying
for
each
click.
restaurant
and
lounge.
• Bigger
Return
on
Investment!

9. Mobile
Strategy
• Increase
in
Foursquare
and
Facebook
Check-­‐Ins
by
placing
QR
codes
in
the
hotel
• People
can
scan
the
code
and
be
taken
to
the
website
and
check-­‐in
• Thus
driving
up
the
likes
and
*ps
that
Weber’s
Inn
has
on
these
pages
• Promote
people
to
post
feedback
on
these
sites
• To
receive
discounts
and
special
offers
•
Or
receive
promo*onal
items
during
their
stay
• Develop
a
smart-­‐phone
app
• Show
room
openings
and
last
minute
discounts,
photos
of
the
rooms,
alcohol
and
wine
lists,
specials
in
the
restaurants,
entertainment
in
the
lounge,
and
other
daily
ac*vi*es
and
specials
• Users
of
the
app
can
also
make
reserva*ons
for
rooms
or
the
restaurant
right
from
there
phone
• Perfect
for
the
businessmen
and
women
on
the
go!

10. Measures
of
Success
• Google
Insight
• Compare
search
volume
pa1erns
across
specific
regions,
categories,
*me
frames
and
proper*es
• Google
Analy*cs
• Social
reports
help
you
measure
the
impact
social
media
has
on
your
business
goals
and
conversions
• Analysis
tools
standard
reports
make
it
easy
to
measure
and
understand
engagement
on
your
site
• Hootsuite
• Offers
social
media
monitoring
tools
to
help
maximize
the
reach
and
efficiency
of
social
media
efforts
• Beevolve
• Easy-­‐to-­‐use,
comprehensive
and
most
affordable
social
media
monitoring
and
Insights
Plajorm

11. Budget
I
propose
a
budget
of
75,000
for
Weber’s
Inn
• these
days,
it
is
common
for
75%
of
an
adver*sing
budget
to
go
toward
web-­‐based
communica*ons.
• 20%
will
go
towards
crea*ng
the
QR
codes
and
App
development
• 5%
will
go
towards
social
media
monitoring