Hotel Marketing Guide 8535 Outdoor Advertising A The

Hotel Marketing Guide, 8535 Outdoor Advertising A. The Purpose of This Policy The purpose of this section is to identify the advantages, disadvantages and policies related to using outdoor advertising at MMI-managed businesses. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising B. Types of Outdoor Advertising The most recognized type of outdoor advertising in the lodging industry is the billboard, but there are many others, such as the following: v building sign boards (smaller than billboards, usually in urban commercial areas) v arena and stadium signs (static and electric) v towed airplane banners v taxi and bus sign boards v bus stop signs v building banners v marquis (static and electronic) Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising C. The Advantages and Disadvantages of Outdoor Advertising Outdoor advertising has the benefits of being seen by a large number of viewers, but there are many disadvantages for the lodging industry, including the following: v The contracts usually require a longer term of commitment than other forms of advertising, such as print and broadcast. v The message is shorter. For example, you cannot tell the viewer 20 reasons why our Hotel is better than the competition on a billboard. v Outdoor advertisements are often subject to wear, vandalism and failure of night illumination. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising C. The Advantages and Disadvantages of Outdoor Advertising (cont. ) v v The large size of most outdoor advertisements require very high resolution images. As with broadcast and some print media, the audience for outdoor advertisements is generally untargeted—that is, most viewers have no interest in one particular product or service. Sometimes there are greater start-up costs for outdoor advertisements, because of the unique design issues and limited number of vendors. The best billboard locations are often controlled by a small number of companies, thereby reducing competitive conditions and raising costs. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising D. The Best Ways to Plan for Billboard Advertising As with all advertising, before starting be certain the advertisement is in the Hotel’s Annual Operating Budget and the general manager and MMI have approved proceeding. Following are additional guidelines: v Consider sharing the billboard space and expense with a synergetic business, such as a next-door restaurant. v Try to pay part of the expense in trade for Hotel services. v Negotiate to have all production costs and semi-annual revisions included in the monthly fee. v If the contract extends beyond one year, negotiate to have the repaint included for no additional charge. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising D. The Best Ways to Plan for Billboard Advertising (cont. ) v Select locations on highways with heavy interstate travel, not on commuter routes. v Avoid “left readers” (locations on the left side of the movement of the traffic). v Only rent billboards with 24 -hour illumination. v Be sure that utility charges are included in the fee. v Negotiate, in advance, a reduced fee in the event the billboard is vandalized, is not immediately repaired or fails to maintain correct illumination. v Do not rent billboards with visual obstructions, such as telephone poles and trees. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising D. The Best Ways to Plan for Billboard Advertising (cont. ) v Do not rent billboards that are too close to other billboards, particularly those of competitors. v Try to negotiate for free add-ons, such as for an additional sign board that you noticed the company is having difficulty renting. v Keep billboard messages brief—ideally no more than seven words and never more than ten. Continue ► SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising D. The Best Ways to Plan for Billboard Advertising (cont. ) v Focus the message on features, such as “free breakfast”, rather than rate. v Do not be pressured into a quick decision by sales pitches such as, “This location just became available and is going to go quickly. ” v Talk to the previous renter of the billboard to learn the results this location previously generated. v Negotiate the option to relocate your advertisement (without charge) to a better-located board if it becomes available during the term of your contract. v Adhere to all brand (franchise) standards for outdoor advertisements. End SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary

Hotel Marketing Guide, 8535 Outdoor Advertising SALES & MARKETING GUIDES © Marin Management, Inc. , confidential and proprietary