Do good, tell people.
According to an article in last weekend’s Wall Street Journal, Gaylord Hotels expects to spend between $10-$12 per room per night on new safety procedures. And, given the economies of scale at Gaylord, there’s a good chance that some smaller independents out there will spend even more per room.
It’s gonna add up.
And that’s where “do good, tell people” comes in. If you’re going to spend that kind of money gassing up your safety procedures in light of Covid-19, you really ought to invest some in letting people know you did it. And that you’re ready to welcome guests.
Pick an amount that works for you. Maybe a percentage of what you’re spending on safety enhancement. Think of it as applying part of your total Covid-19 adjustment costs to marketing in order to make sure the rest isn’t wasted. However you come up with a number, it’s an investment. Because, not only do you have lost revenue you want to make up, but also, you’re spending more on equipment and procedures than you did before.
It’s not really a question of whether or not you can afford to promote yourself with advertising and marketing communications right now.
It’s more a question of whether you can afford not to.
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