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Credibility Marketing. Boston University February 2012. Why do we Promote Ourselves?. To build credibility and sell business. Can you sell well?. Selling is much easier if you can get clients to call you. HVS Sells through Credibility Marketing. - PowerPoint PPT Presentation

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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

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Leora [email protected] ext. 278

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