Alan is a 30-year operator of high volume restaurants, in which he has managed all facets of the business. His experience and expertise have led him to develop a well-regarded expert witness practice. In his consulting practice, he has worked with many clients to create and establish their concepts. In addition, Alan has worked on assignments to develop food products for market such as protein bars, cookies, and brownies. He has also directed 7 EPA grants to train operators in Green sustainable practices. He has created an extensive network of industry professional who he works with on a regular basis. Throughout his career, Alan has supported the success of entrepreneurs through executive coaching and training. For the past 10 years, Alan also has taught at the Institute for Culinary Education in NYC and at NYIT where he has taught all aspects of the restaurant business. His students have opened fast casual restaurants, cafes, bakeries, and fine dining operations.
What do Superbowl champions and hospitality organizations have in common?
They both need:
- Winning playbook to beat the competition
- Great coaches to provide direction before during and after engagements
- Quarterback to execute a winning plan in real time
The owners of both are the key to success.
1 Winning Playbook
A winning digital services playbook combines sales, marketing and revenue management to steal market share. Like Superbowl winners, the playbook is a dynamic document that continues to change. Team owners and coaches produce the strategy then players follow it.
It requires considerable thought and research. Developing a winning digital services playbook should be a major focus of hospitality owners and managers.
A digital marketing playbook must include events in the city, spend, organizational goals and timeline of offers. It should also anticipate market changes due to seasonality and competition. This playbook should be shared with players of vendors and revenue management as well.
2 Great Coaches
Hospitality digital marketing is complex. It involves a holistic strategy that combines website design and functionality, search marketing, social media and content marketing plus e-mail and campaign marketing. Typically, there are vendors that provide advice and guidance against data and systems in each of these areas.
Like Superbowl champion owners choosing coaches, hotel owners must make the right decisions about which vendors to partner with. Like the digital services playbook, putting together the best combination of vendors is an important task for owners. These coaches should be able to challenge the strategy and get the most of out of each of player.
3 A Great Quarterback
Executing real-time hospitality digital marketing in a changing market is hard. Like a winning quarterback, making the right play calls and timely adjustments is based on being able to read the situation. Keeping an eye on key performance indicators for digital marketing plus revenue management results is crucial.
There needs to be a digital marketing quarterback capable of making the right calls based on great coaching and a solid playbook. A quarterback doesn’t have to be right all the time. But they should be right enough to post a winning “score” for the owner.
Advice for Owners and Senior Managers
- Spend time, effort and resources on digital marketing strategy. Ensure the strategy aligns with property assets, human and material.
- Pick the right vendors and partners that fit the organization’s goals and are willing to work together.
- Hire the best “quarterback” to develop and execute the digital services playbook.
About the Authors:
This is a joint article between Cayuga Hospitality Consultant members Bill Carroll and Stephanie Smith of Cogwheel Marketing. Bill is a former university football player and coach. Stephanie loves Hokie football.
Chris Breikss of Major Tom made the suggestion of having a good digital quarterback as a key to success during Cayuga Hospitality Consultants annual meeting and was the inspiration for this article.