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The Everly Putrajaya Hotel

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Our ideal client is a demographic aged between 25 and 55, likely to be government officers, corporate staff, MICE attendees, wedding planners, or families looking for a getaway. They value professional service, flexibility, and a convenient location near key destinations in Putrajaya.

Audience Type

  • B2C
  • Key customer segments: Government officers, corporate employees, MICE attendees, wedding planners, families

Needs – Primary Buying Considerations

  • Strategic location near key destinations
  • High-quality service
  • Flexible & diverse facilities to cater to their needs

Demographics

  • Age Range: 25 - 55
  • Gender: No specific focus
  • Geography: Located within or traveling to Malaysia
  • Income Level: Mid-income
  • Profession: Government, corporate, and event planning professions, travelers

Psychographics

  • Lifestyle: Busy working professionals, event planners, travelers
  • What they value: Connectivity, location, flexibility, service
  • Pain Points: Finding a quality, flexible service provider for accommodation and events
  • Buying Behavior: Directly or via online platforms, prompted by need or event

Decision-Making Roles (B2B Audience)

  • Primary Decision Maker: Individuals or event planner
  • Secondary Decision Influencers: Work colleagues, family members

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Everly Putrajaya Hotel offers leisure and business travelers with flexible accommodation and event solutions, through our strategic location and ultra-modern facilities, ensuring their stay or event is seamless and satisfactory.

Understanding Their Pain Points

  • Lack of customizable event solutions
  • Difficulty finding accommodation with seamless connectivity to shopping and government facilities
  • Inadequate hospitality that hampers their stay or event

Transformation

  • Attaining a hassle-free and memorable event or stay
  • Relief and satisfaction from receiving impeccable service and convenience
  • Improvement in their event's success and overall travel experience

Unique Selling Proposition (USP)

  • Flexibility in event and accommodation solutions
  • Proven success shown through annual revenue of $10M-$50M
  • Outperformed competitors with unique location advantage and contemporary facilities

Brand Values & One-Liners

  • 'Experience refreshing social & business exchanges'
  • 'Hospitality where flexibility meets satisfaction'
  • 'Strategically located, intimately fashioned for your needs'

Tone

  • Our brand embodies warmth and professionalism, aiming to evoke feelings of comfort, satisfaction and assurance in our guests.

Hero Text Idea

  • Flag Text: 'Malaysia's Prime Hospitality Icon'
  • Main Headline: 'Crafting Memorable Experiences, The Everly Way'
  • Sub Headline: 'Dive into an oasis of tastefully designed rooms and event solutions made flexible and convenient for your personal and business needs. Experience the warmth of our hospitality and strategic location right next to premium shopping and government facilities.'
  • CTA: 'Discover Your Everly Experience Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Maintain a user-friendly Wordpress site
  • Implement OTA booking integrations
  • Track booking conversions, CTA clicks, and bounce rate
  • Prioritize mobile optimization due to the prevalent use of smartphones in the target demographic

Social Media

  • Consistently post on Instagram, Facebook and TikTok
  • Post 3x per week showcasing amenities, events and special offers
  • Engage in social media villages that focus on local tourism

Paid Advertising

  • Run targeted ads on Google, Meta and LinkedIn
  • Use remarketing campaigns to target past visitors
  • Promote special offers to attract new customers

Content Recommendations

  • Utilize blog content highlighting unique amenities, success stories from past events and local points of interest

Podcasts

  • Sponsor or appear as a guest on a local tourism or event planning podcast

Directories

  • Get listed on local tourism and hospitality directories like Malaysia Travel, VMO, GoWhere Malaysia

Publications

  • Advertise or write guest articles in relevant local publications such as Hospitality Malaysia, Clean Eating Malaysia, CNN Travel

Partnerships & Outreach

  • Partner with local event planning companies for referrals
  • Collaborate with Alamanda Shopping Mall for promotional offers

SEO and Content

  • Target keywords related to hotels and event venues in Putrajaya
  • Regularly update blog with content related to these keywords

Offline and Local Media

  • Participate in local trade fairs and exhibitions
  • Run radio ads targeting the local market

Online Events

  • Host webinars giving virtual tours of the facilities and services

Online Networking

  • Join relevant LinkedIn groups and Facebook communities

Cold Outreach

  • Target government offices and corporations with a proposal for partnerships or discounted rates for bulk bookings
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'Event Planning Guide': A detailed guide on planning various events such as corporate gatherings, weddings, seminars, etc.
  • 'Putrajaya Travel Guide': A locally-curated guide to Putrajaya highlighting nearby attractions, eateries, and points of interest.
  • 'Discount Coupons': Offer discount coupons for first-time bookings through website.

Tripwire Offer

  • 'Mini Vacation Package': A low-cost short stay package with access to selected amenities.
  • 'Day Pass': A special offer for accessing gym and pool facilities for a day.

Welcome Sequence

  • 'Welcome Email': A warm welcome email introducing the hotel and amenities.
  • 'Follow-up Email': An email that provides the lead magnets and encourages booking.
  • 'Reminder Email': A reminder email highlighting the advantages of staying at the hotel and the available tripwire offers.

Segmentation

  • 'Lead source': Depending on where the client has been acquired from - social media, website, offline event, etc.
  • 'Type of customer': Segregate customers into groups based on their requirements - regular visitor, corporate client, wedding event, etc.

Chatbot and Automation

  • Implementation of a chatbot on the hotel website to automatically answer customer queries around the clock.
  • Could be used for booking, giving information about amenities, and answering frequently asked questions.

2. My Lead Nurturing System

Marketing CRM

  • Consider using Hubspot due to its extensive automation and segmentation capabilities. It provides both marketing and sales CRM functionalities in a single platform.

Sales CRM

  • Utilize the sales suite of Hubspot for pipeline tracking and lead handoff process.

Automated Follow-Ups

  • Follow-up emails after initial contact, offering additional information about services and amenities.
  • Timely reminders for upcoming events or reservations.
  • Reactivation emails for attendees who haven't engaged in a while

Newsletter

  • Send a monthly newsletter featuring special deals, events, or a highlight from the blog.
  • Content pillars should include hotel news, event success stories, and local attractions.

Retargeting & Ads

  • Google Display Network and Meta Ads for remarketing.
  • Objective should be to staying top of mind for those who've visited the website but not made a booking yet.

Social Media and Content

  • Consistency in posting frequency - at least 3 times per week on all platforms.
  • Social media posts should showcase service offerings, events, and associated successes.

Webinars and Events

  • Organize monthly webinars or virtual tours showcasing amenities or rooms.

Other Nurture Channels

  • Implement a chatbot for 24/7 customer inquiries.
  • Use WhatsApp for booking confirmations and updates.

3. Sales Conversion Strategy

Sales Process

  • Map out sales process from initial inquiry to closing.
  • Instigate sales scripts for the team to respond to inquiries in a structured manner.
  • Develop FAQs to address common questions or objections.
  • Use automated reminders for sales team to follow up.

Sales Assets

  • Prepare a sales proposal template for various events types.
  • Formulate a pitch deck showcasing hotel's key features and successes.
  • Develop guest check-in/out and event management SOPs.

Testimonials and Case Studies

  • Send out customer satisfaction survey post-event/stay to gather feedback and testimonials.
  • Highlight successful events or satisfied customers' stories on website and social media.

Conversion Rate Insights

  • Implement CRM to track leads, conversions, and sales metrics.
  • Regularly review and work on areas of improvement.

Urgency and Offers

  • Run seasonal promotions or tie-up with Alamanda Shopping Mall for special offers.
  • Advertise last-minute booking deals for rooms during off-peak periods.

Guarantees and Risk Reversal

  • Offering full or partial refunds for cancellations due to unforeseen circumstances.
  • Implement a satisfaction guarantee - If the guests aren't satisfied with the service, they are entitled to a compensation.

Shock and Awe

  • Send a personalized welcome note and token (local delicacy or coupon) to event organizers or VIP guests.
  • Offer room upgrades or surprise perks for repeat guests.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A personalized welcome email or letter for every booked event or reservation
  • A dedicated team member assigned to guide through the event booking or room reservation process

Communication Cadence

  • Weekly updates on event planning via phone or email
  • 24/7 support via phone and chat for overnight guests

Client Education

  • Digital guides about event planning at our venue
  • FAQs about room reservations and services
  • Tutorials about the hotel, its amenities and accessibility

Personalized Touches

  • Complimentary first drink voucher for first-time guests
  • Handwritten thank you note after each event
  • Birthday surprise for guests celebrating at the hotel
  • Milestone appreciation gifts for repeat clients

Visuals and Documentation

  • Professional photos of each event
  • Progress reports for event planning
  • Guest satisfaction survey after each stay

Feedback and Proactive Support

  • Automated chatbot for immediate assistance
  • Regular surveys for direct feedback
  • Proactive communication about upcoming events and promotions

Guarantee or Promise

  • Satisfaction guarantee on all bookings
  • Clear refund and cancellation policies
  • Risk-free event reservations with flexible change terms

Operational Excellence

  • Strict appearance and hygiene standards for all staff
  • Timely communication on bookings or changes
  • World-class facilities and hospitality
  • High-quality food and beverage services

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer government offices and corporations yearly contract discounts for recurring events
  • Implement a reward program for frequent individual travelers that provides discounts on every nth booking

Upsells & Cross-Sells

  • Introduce higher-tier rooms or suites with additional benefits like spa, fitness center, flexible cancellation.
  • Promote special event packages (weddings, corporate retreats, MICE events) which include premium services or amenities.

Bundling & Packaging

  • Promote exclusive packages that combine room stay, dining, and event facilities at a discounted price.
  • Offer 'Complete Stay' packages that include accommodation, food & beverages, and access to wellness amenities.

Loyalty & Retention Programs

  • Launch a point-based loyalty program rewarding repeated bookings and referrals.
  • Implement a 'Lifetime Guest' recognition for repeat customers offering perks like room upgrades, free breakfast, late checkout.

Custom Services and Personalization

  • Offer white-glove services for premium customers, such as personalized event planning, personal concierge services.
  • Develop custom event packages tailored to specific needs of government officials, corporate firms, and wedding planners.

Pricing Strategy

  • Introduce graduated pricing for longer stays (discounts increase with length of stay).
  • Implement a price match guarantee with popular online travel agents to enhance direct bookings.

Customer Data and Insights

  • Invest in a CRM system to capture customer preferences, booking history, and personalize experiences.
  • Utilize website analytics to identify customer behaviors and churn risk, and optimize offerings correspondingly.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer referrers a discounted stay or dining voucher for each successful referral
  • Reward referees with a welcome package upon their first booking

Shareable Assets

  • Create a unique referral code sharable on social media
  • Design e-vouchers that referrers can easily share with their contacts

Timing and Triggers

  • Ask for referrals immediately after a successful event or positive stay experience
  • Train staff to politely request for referrals during check-out process

Client Success Stories

  • Share testimonials of satisfied customers on social media to inspire referrals
  • Incorporate success stories in follow-up emails post event booking or stay completion

Referral Contests

  • Implement a monthly referral contest with a grand prize for the highest referrer

Partner or Affiliate Programs

  • Collaborate with event agencies and offer a commission for every event referral
  • Set up an affiliate program with Online Travel Agencies (OTAs) to boost room bookings

Thank-You Experience

  • Send an exclusive gift to the top referrer each month
  • Publicly recognize top referrers on social media and hotel's newsletter

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