HS6. Contribute to promoting hospitality services and products. This chapter covers the following unit:

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1 HS6 Contribute to promoting hospitality services and products This chapter covers the following unit: Level 3 Diploma Hospitality Supervision and Leadership (NVQ) Unit 6 Working through this chapter could also provide evidence for the following key skills: C2.1a, C2.2, C2.3, N2.1, N2.2, N2.3. This unit covers the following areas: identifying opportunities for promotion and appropriate promotional activities making the case for a promotional activity detailed planning and briefing of promotional activity terms and conditions carrying out an effective promotion reviewing the success of the promotion.

2 Assessment mapping grid for Option unit HSL6 This grid lists the evidence suggestions which appear in this option unit and shows how this evidence maps to the requirements of this option unit and also the five mandatory units. NB these are only suggestions it is up to you and your assessor to plan the evidence which you can produce from your job role. HSL6 HSL1 HSL2 HSL3 HSL4 HSL5 y Unit 6, p 4 Survey of promotional activities used by organisation. 1.7, 1.11, 1.12, 1.13, 2.5, 2.11 y y Unit 6, p 6 Notes of brainstorming meeting with colleagues 1.1, 1.2, 1.3, 1.5, 1.6, 1.8, 2.9, 2.13, 2.22 Unit 6, p 7 Action plan for promotional event. y y y y y 1.1, 1.5, 1.6, 1.8, 2.1, 2.12, 2.13, 2.17, 2.20, 2.21 y Unit 6, p 8 Notes on legislation and other considerations from a promotional activity you have organised. 1.4, 1.5, 1.12, 2.1, 2.2, 2.3, 2.4, , 1.13, 2.6, 2.7, 2.8, 2.13, 2.14, 2.15 y Unit 6, p 9 Summary of promotional information for a recent promotion which your organisation has done. Commentary on use of logos and branding. y y y y y Unit 6, p 10 Notes for professional discussion on action plan 1.4, 1.6, 1.12, 2.16, 2.17, 2.18, 2.19, 2.20 y y y Unit 6, p 10 Notes for professional discussion to review promotional event. of briefing colleagues 1.10, 1.13, 2.10, 2.23, 2.24, 2.25,

3 Identifying opportunities for promotion and appropriate promotional activities requirements Unit 6 for learning outcome 1 must come from the candidate s work in a hospitality workplace when helping to promote services and products. There must be sufficient evidence for the assessor to judge that the candidate can achieve the learning outcomes and assessment criteria on a consistent basis. Learning outcomes Example assessment methods Examples of evidence 1 Be able to contribute to promoting hospitality services and products 2 Understand how to contribute to the promotion of hospitality goods and services Observation Products of work Witness testimony Professional discussion Candidate statement Oral questions Written questions Project Reflective account Professional discussion Observation sheets Videos/photos Notes of meetings with line manager Internal and external correspondence Records of promotional activities Team briefing notes Work schedules detailing promotional work Witness statements Records of professional discussion Records of oral questioning Question/answer sheets Project Reflective account Records of professional discussion Cross reference to outcome 1 Identifying opportunities for promotion and appropriate promotional activities All organisations need to use opportunities to promote themselves and what they can offer in order to keep the business developing. No company can afford to be complacent about its share of the market. If there is a special event or a new development, an organisation can use this opportunity to explain to new customers what they can expect should they choose that organisation. A range of strategies and tactics can be used to persuade and influence people in their purchasing decisions and consumer behaviour. Types of promotional activity You can use a variety of activities to promote your organisation. Some examples are given below. Open day: this is a good way to encourage potential customers to visit your organisation s premises to view alterations that have been recently completed or proposed. Trade fair: here you are inviting other organisations to your premises to collectively present their products to the public. Trade fairs are very successful in promoting a particular product, for example, a fish festival to promote locally-caught fish, cooked and served for the public to sample. Charity event: allowing your business premises to be used for a charity event can bring in potential customers to see what you do. It also creates a positive impression of an organisation, as it shows that it cares for things other than making a profit. 3

4 Identifying opportunities for promotion and appropriate promotional activities Use of your premises for promotion of another company: some organisations do not have premises of their own that are suitable for their own promotion. If you can persuade them to use your facilities, you are again opening up a potential new market for your own organisation as well. Use of your premises as a special conference centre: many businesses like to hold conferences on neutral ground. However, they want the facilities they choose to be able to accommodate all their requirements. If your conference facility can provide refreshments and perhaps overnight accommodation, it should be used by many different businesses. Leaflets or pamphlets: to promote a new development, for example, a new fitness suite or new conference facilities, you could prepare simple flyers to hand out randomly, or they could be targeted to a particular market. marketing: you can use s to promote special deals, such as a two-for-one offer in a restaurant. Great value! 3 course meal for only 15 Early booking is recommended From Monday 20th to Friday 24th July 2009 Hotel Sunnyside, Harbour View, Falmouth Tel: or sunnysidehotel@aol.co.uk Visit our website: Figure 6.1 A promotional poster. Discounts: these can be used to encourage return business by ensuring the customer could receive even better value for money than they did on their first visit. Look at the range of promotional activities used by your own organisation. What types of activity are used and what groups of customers/ suppliers do the different activities target? HSL 1.7, 1.11, 1.12, 1.13, 2.5, Choosing appropriate promotional activities Social responsibility Social responsibility, best practice principles and ethical considerations need to be considered in promoting hospitality services and products. It is important to think about about the effects on the environment, for example, with an event the noise and parking problems that may affect local residents. If you identify any ethical concerns in promotional plans, you should raise a query with the appropriate person within your organisation. With any promotional activity you need to consider: what is being promoted by whom is it being promoted for whom it is being promoted. Find out! Does your organisation have a written social responsibility policy? It is not reasonable to spend thousands of pounds on a promotion that is going to make only a small financial difference to the organisation. Remember that there are different expectations of a grand raffle that aims to raise thousands of pounds for a particular charity compared with the small business that is promoting a refurbishment of its dining room. Good practice You need to consider the expected financial outcomes as part of the planning of the costs of the promotion. 4

5 Identifying opportunities for promotion and appropriate promotional activities Your organisation s target market Considering the target of the promotion is part of the planning strategy (see Unit 1, page 31). You should discuss with senior management and other colleagues the market you should be targeting with a particular promotion. Consultation is necessary to ensure the success of the promotion. Often you may be involved in part of a much larger promotional strategy. Expected sales targets When you start to plan the promotion you need to know what the expected outcome should be. If you are looking at a promotion that is hoping to increase the room occupancy for the next six months, you will need to look at what the present occupancy rate is, the type of customer you are targeting and can accommodate, and the proposed occupancy level after the promotion. Your main competitors Looking at what your local competitors are offering will help you focus on what your organisation does better. You need to be aware of your competitors pricing policies and how they compare with that of your organisation. This will help you decide what you can do to give that added value that customers are expecting which then becomes part of your marketing strategy. Other promotional plans of your organisation The consultation with other departments (see Unit 2, page 53) should help your activity support any other promotions that are planned or already in place. You need to complement other promotions. If you are supervising the bar and you know that the restaurant is running a promotion on Food from France, you could develop a wine list that offers a suitable French wine for each course, with a reduction in the price if it is chosen as part of the promotional meal. Other considerations What are the long-term benefits to the organisation (see Unit 2, page 52)? Remember it is always easier to keep your present customer base than it is to get new customers. Is the promotional activity aimed at your customers or your suppliers? If it is aimed at your suppliers, the approach will differ because your suppliers will be interested in what they can do to expand their business with you. When targeting customers, you are looking to develop the organisation by promoting what you do well. What types of similar activities have been carried out by other organisations in the area? If you have found that several similar events to the one you are planning have recently taken place in the area, then you should look for a more interesting alternative that will let your organisation stand out as the most innovative and dynamic. Who are your main competitors? Knowing the area and the competition is important when planning a promotion of your own. Different areas have different promotions that will do better. A seafood festival by the coast will attract local interest and business. Have you got permission to use specific logos or other trademarks? You must ensure you have full prior agreement with the organisations concerned about the use of a recognisable logo or trademark. Organisations pay for a trademark that is distinctive to them. They may be happy for you to use it alongside your own but you need to get permission from someone authorised to do so on behalf of the organisation. Have you prepared a contingency plan, if there is a need to change the venue or the date? This is particularly important if you have planned an outside event which may have to be moved inside because of the weather. Marquees can be expensive but if the event is big enough it may be well worth 5

6 Making the case for a promotional activity the investment as the event could continue on the planned site. This will have to be agreed with management as part of your plan for the promotion (see Unit 1, pages Unit 3, pages 92 93). What is the size of the response you expect? If you are hoping to attract large numbers then you may also have to look at providing facilities such as toilets and have a full risk assessment in place (see Unit 4, pages ). If alcohol is to be served, does your organisation s licence cover the whole of the area for the promotion or just the bar? Are there any possible negative results that the promotion, products and other materials might have? How might you be able to avoid any negative effects? For example, a promotion of a range of cocktails might affect wine sales. Before going further and making your case (see Unit 3, page 115), always: check what the competition is doing cost the promotion identify and quantify the cost benefits that will come from it think about how you will market the event and make sure these costs have been accounted for. Making the case for a promotional activity Having selected your promotional activities, you must put together an action plan. You will need to present this plan to management to justify the reasons behind your idea and the costs it will entail (see Unit 3, pages 92 94). You need to think about: costs of the promotion so that it s clear that profitability will be maintained or improved other possible advantages to the organisation consequences of the success of the promotion. As a supervisor, you cannot hope to put on a promotion without the full backing of your colleagues (see Unit 2, page 71), so the way in which you present your ideas is crucial. Your action plan should include (see Unit 1, page 28): business objectives the business strategy or direction functional objectives the objectives for each department team objectives the objectives for each team of people timescales the length of time that the objectives will take to achieve. If these objectives come together in a positive way, you will have greater opportunities for the continued progression of the activity. A oneoff event that works could easily become an annual occasion. This in itself will lead to further promotional opportunities. Getting it right depends not just on doing things right but also on doing the right things right. Good practice You should give some thought to how to present your promotional ideas effectively to the people in your organisation. You are delegated the task of organising a trade fair in your hotel. Find out how many organisations you are likely to be able to attract to your facility. Have a brainstorming meeting with colleagues to come up with ideas. What possible risks are there in organising this event? What adverse results could there be? 1.1, 1.2, 1.3, 1.5, 1.6, 1.8, 2.9, 2.13,

7 Making the case for a promotional activity Marketing Marketing is essential if your promotional event is to be a success. If you want to get buy-in for a promotional activity you will need to think about the following aspects. Product: make sure that the product or service you propose to offer meets a demand in the market or creates a niche market. Price: think very carefully about the price you will set in order to optimise sales. Place: consider where the promotion will occur: consider size, facilities, location, etc. Promotional activity: what methods you are going to use to advertise your event? Definitions Buy-in: agreement by management to support an activity. Niche market: a specialised but profitable part of the market. Detailed planning and briefing of promotional activity Action plan checklist The following checklist will help you to formulate your action plan. Checklist If you are doing a promotion that highlights the green ethics of your company then you need to think about whether what you are proposing supports those ethics and values (see Unit 3, pages 94 and 98 99). If you are looking for support from your staff, have you kept them fully informed as to what you want their contribution to be (see Unit 2, page 75)? Never assume that because you think something is a good idea, everyone else will give you unconditional support. Keep everyone informed about any changes you have had to make (see Unit 2, page 80), for example, managing an outside event if the weather is bad. Listen to suggestions from others as they may have a great idea that improves your original promotion (see Unit 2, page 61). Keep a very clear view of what the promotion is and your intended outcome. Remember to work in collaboration with management, your staff and any outside agencies. Plan your resources. These include equipment, supplies and staff (see Unit 3, page 85), and your risk assessment (see Unit 4, page 119). Know whom to consult in your organisation to obtain additional resources. Before the event is due to start, check through the brief to ensure that everything is in place and all legal requirements have been complied with (see Legislation, page 199). If offering discounts, ensure they are clearly explained to those involved with the promotion so there is no possibility of confusion. Set yourself SMART targets (see Unit 1, page 29) to achieve different aspects of the plan by specific dates. Put together an action plan for a promotional event that is to be held by your organisation for your suppliers to see a new dining room that has been completed. What are your organisation s procedures for implementing promotional activities? Which colleagues need to be briefed and what information do they need? 1.1, 1.5, 1.6, 1.8, 2.1, 2.12, 2.13, 2.17, 2.20,

8 Making the case for a promotional activity Terms and conditions Once you have got approval for a promotional activity, you can put your plan into action. Even if you are organising only a small event, preparation is essential. Highlight what you need from everyone you have involved in the exercise. These will form part of the terms and conditions for the event. Try to be specific about what is involved so that you can be sure that the event will be organised to the high standard required. Definition Terms and conditions: The legal basis upon which a product/service is offered by the provider and accepted by the customer. Come and see our fashion show On Saturday 25th July 2009 At the Acme Hotel Sea View Road, Hayle Tel: or acmehotel@aol.com see our website: Legislation Once a promotion is agreed, you need to ensure that all legal implications of the activity are considered. Trades description can you deliver what you say you can? Health and safety have you considered all the consequences of inviting the public on to your premises? Disability Discrimination Act 2005 are you being all inclusive? (See Legislation, page 202) Copyright law (Copyright, Designs and Patents Act 1988) have you permission to print information? (See Legislation, page 201) COSHH (Control of Substances Hazardous to Health Regulations 1994) are you using chemicals in a safe way? (See Unit 4, page 132 and Legislation, page 200) Food hygiene laws (Food Hygiene (England) Regulations 2006; Food Safety Act 1990; Food Safety (General Food Hygiene) Regulations 1995; Food Safety (Temperature Control) Regulations 1995) is food kept in temperature control, for example? (See Unit 4, page 145 and Legislation, page 208) Confidentiality law (Data Protection Act 1998) do you have the right to use mailing lists? (See Unit 4, page 147 and Legislation, page 202) Breaking the law could result in: damage to the organisation s reputation injury to a person or item prosecution fines closure of the organisation. Figure 6.2 A promotional leaflet. If equipment is required, again you need to be very specific about what it will be used for and its suitability for the task. The terms and conditions might restrict how the goods or services should be used. You also need to clarify who is responsible for: setting out any equipment checking it and making sure it is fit for purpose what happens to the equipment after the event. Think of a promotional activity you have organised. Refer to Legislation (page 199) and identify all the different pieces of legislation you need to be aware of when completing this activity. Also, what social responsibility practices, best practice principles and ethical considerations were relevant? 1.4, 1.5, 1.12, 2.1, 2.2, 2.3, 2.4,

9 Carrying out an effective promotion Carrying out an effective promotion Implementing the plan effectively Your promotion may be part of a much larger event that the organisation is undertaking. You need to have clear understanding from your manager as to the expected outcome of the event (see Unit 2, pages 61 62). You should be holding regular meetings with all the key personnel before the event starts and delegate people to take on specific duties. If you are having leaflets printed, be careful that the information on them is accurate. Think about the colours used and how easy it would be to read the script. Sometimes the text can be lost by using unsuitable colour combinations of the paper and ink. If the printing is done inhouse, make sure that someone is given the job of proof reading the leaflet before the main printing goes ahead. Even if the printing is done by an outside contractor, it is a good idea to proof read it in house before authorising the print run. The consequences of a mistake, and therefore misinformation, could put the whole event at risk. Good practice Keeping people briefed about the progress of your plan and any changes or amendments is a key part of a successful outcome. Using a promotion that your organisation has done recently, prepare a brief that summarises all the promotional information that you have found, such as organisation sales targets, the main competitors, and what product was being promoted. What part, if any, did product and organisational logos, trademarks and branding play in the promotion? Why were they used or not used? 1.5, 1.13, 2.6, 2.7, 2.8, 2.13, 2.14, Case study A large ball was being planned for the end of the season. The people involved in the planning of the occasion had their first meeting six months before the event. These included representatives from each department involved, the health and safety officer and the financial advisor. Ideas for a theme for the event were then discussed in the next two meetings and agreed. The planners could then book suitable table coverings, the floor show, additional decorations and the food, and set out a full itinerary of events. Between meetings, each person worked on their area of expertise, and they came together at regular meetings to look at overall progress. A meeting was set for the day before the event to finalise the details, and on the day everyone was very clear as to their individual roles and responsibilities. The result was a very successful event, which came in on budget, and everyone involved met their target. Monitoring the promotion Once your promotional activity is underway, you need to monitor it to ensure that everything goes to plan. If you have planned for 60 people to attend and 100 arrive, you may need to make some quick alterations to the plan (see Unit 1, page 31). Also, you should monitor staff to ensure they are delivering the standard of service you have requested (see Unit 1, page 31). If you have targeted a particular market, you should also be monitoring the people at the function. You need to ensure the target group has been reached and that you have met the needs of the target group as well as the organisational targets (see Unit 1, page 28). 9

10 Reviewing the success of the promotion Taking your original plan, go through how the plan has developed. Were the resources you wanted made available? How did you obtain, or how could you have obtained, additional resources? How did you cost the promotion and ensure it was profitable? Are the targets clear and have you identified your target group? 1.4, 1.6, 1.12, 2.16, 2.17, 2.18, 2.19, Reviewing the success of the promotion Whether it is a small or a large promotion, the effects on the organisation need to be reviewed before you can decide as to the success or failure of the promotion. Checklist From the sales or money invested, there should be an improvement in sales or publicity. If you have had to devote time, is it justified by the returns? Talking to people involved or who attended an event can give you a guide as to whether you met your target group or outcome. Obtain feedback to evaluate the outcome. Keep a close eye on the expenses to allow a full evaluation based on costs against results. Evaluation Once you have gathered together all relevant feedback, you need to return to management with your assessment of the benefits to the organisation. Evaluating the success of a promotion is important to: measure its success learn about what you could do better in future events. The evaluation process can take many forms: feedback cards, s, telephone calls, or simply an analysis of the average spend per person attending. Make sure that your assessment is given to all the relevant staff who are in a position to act on your recommendations for improving future promotional activities (see Unit 2, page 55). Good practice Always review the effectiveness of promotion with a critical eye. One of the most valuable assets of a promotion is the information it generates to make future promotions more successful. With the promotion completed, did you achieve your expected outcomes? If not, why, and what would you alter for another similar event? Brief colleagues on your recommendations. 1.10, 1.13, 2.10, 2.23, 2.24, 2.25, If you have given discounts then you will need to monitor whether the customers will respond with a return visit. Good practice Vouchers are a good way of encouraging loyal customers to return. 10

11 Reviewing the success of the promotion Test yourself! 1 Why is it important to plan any promotional activity thoroughly? 2 What types of contingency planning should you undertake? 3 What costs should you include in any promotional event? 4 How can you evaluate the success of the promotion? 5 Why must you be aware of the correct use of logos, branding and trademarks? Further information Health and Safety Executive: 11

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