The best "print" place to advertise for a Bed and Breakfast

[Allan Gourlie]

We have a bed and breakfast in Leavenworth, WA and I was wanting to try some print advertising.  Has anyone had any good experience with it?  What was/is the best avenue to try on?  Our internet is doing good but thought we would try another stream.

 

[Patrick Saylor]

Allan

 

After more than 20+ years in the PR/marketing field, I'm not sure there is any "best" outlet for print advertising. That said, here are a few things you should consider;

1. From what region/communities are you attracting clients now? If you're looking to maintain and/or expand in those areas, then naturally you'll want to choose publications that reach those audiences. If you're wanting to "cast a wider net," you might want to consider advertising in those markets where you see the most potential for new business.

2. What are the demographics of your guests? If you're happy with that group, you might want to consider publications that have a strong reach with those particular groups -- ie, a birding magazine if this is a strong draw for your inn. Likewise, if there is a particular group that you would like to build, target them in your placement and creative. To use an analogy, dress for the job you want rather than the one you have.

3. What is your budget? As you plan you'll need to include design and creative fees, plus the rates for the individual publications in which you intend to advertise. Naturally, the "higher end" magazines and those with the larger circulation are going to have higher rates; however, you might occasionally be able to pick up a "remnant" ad at a greatly reduced rate, which would allow you to get into a publication you might not otherwise be able to afford. Some magazines, such as Southern Living and Coastal Living, offer "travel directory" ads at a pretty decent rate compared to a display ad in the "regular" part of the magazine. I recommend you identify the publication you think you might want to be in, go online to see whether they have a web site,  and contact the sales rep for your area.

4. Does your town have a DMO (Destination Marketing Organization), ie, a Convention and Visitors Bureau or similar organization? Do they offer advice and/or assistance in marketing and promotion? What about local, regional or state travel associations? Our state and region occasionally offer "cooperative" ad programs in which a limited number of participants will "split" an ad in a major publication. For example, we might negotiate a full-page regional ad in Southern Living, and offer 1/6-page ads to members. It's a win-win for everyone, in that the region (and the participants) receives exposure in a national magazine, for a fraction of the cost.

 

I know this is a lot to absorb, but I think they are pretty important considerations whether you're contemplating paid advertising (in print or elsewhere), media pitches, etc. I hope this is helpful. Best of luck!

-- Patrick Saylor