PhilaDelJerseyans: April 2007

Saturday, April 28, 2007

- Telemarketing in the Good Ole Days...

What we used to do...

Thursday, April 26, 2007

- Hilton Hotels NE Telefocus 2007

How we do it NOW!

HILTON HOTEL CORPORATION NORTHEAST REGION
TELEFOCUS 2007 MAY 7th to 11th

SITUATION:

As Summer 2007 approaches, it is critical that we are aggressively focused on new business development and account activation by market segment, to meet our short term and long term booking goals.

The Hiltons and Doubletrees of the Northeast Region see this as a perfect opportunity to fire up the prospecting power of the greatest hotel sales force in the industry. This will also work to address an important need to accelerate the practice of account qualification/account activation within several assigned markets.

In addition to the need to accelerate account activation to build and strengthen long term productivity, all HHC Northeast Region Hotels have both short term and long term booking needs that require additional focus and attention. For 2007, a focused account activation and business development effort utilizing all available resources is necessary to help attack our immediate needs. Both our short term and long term needs.

TARGET:
Activate, re-activate old accounts and prospect new accounts for a combined minimum of 2007 accounts for the Northeast Region resulting in specific account action steps and future traces.

Generate an overall minimum of $1,000,000 in new booked revenue for the HHC Northeast Region to affect June, July, August and September
in 2007.

PROPOSAL:
· Conduct a 3 of 5 day TELEFOCUS Event with the express purpose of identifying:
o New group and catering business for Summer 2007
o ACCOUNT ACTIVATION and PROSPECTING for Sales and Catering Managers
· SVP and AVP’s will become team champions and provide “Kick off support” and daily encouragement.
· Promote HHonors Meeting Planner Points and develop and HHonors incentive points program in tandem with the TELEFOCUS event
· Lost Business, Past Definite Business, Reader Board and any validated prospecting sources to be pulled and collected for our targeted periods.
· Call lists to be distributed in advance of TELEFOCUS for pre-qualification/ and prospecting call planning
· Catering Sales Managers in all NE Region hotels to participate fully to supplement sales effort to drive short term business
· Use internal marketing resources to actively “promote” internally and externally
· Leverage HHonors marketing communication channels to further promote the program

- PhilaDelJerseyans - Goals per hotel

Goals Per Hotel
The Northeast region consisting of DC, Boston, PDJ, and NY has to uncover a total of 2007 leads. Divided by 4 clusters, that’s about 500 per cluster, or 520 to be safe. Divided by our 5 hotels, that is 105 leads for each hotel. With an average of 5 managers per hotel actively participating, that is 21 leads each.

To accomplish this goal, we need to pull and qualify our solicitation lists as soon as possible, certainly no later than the Friday before Telefocus. Each hotel should pull at least 200 accounts to ensure we can make contact with at least 50% of the customers.

Don Dill has set up a useful Market Vision Report for this purpose. It can be accessed by: following this instructions:

"The report is saved in Market vision – Custom Queries – TORHI and called “Telefocus Leads”. If you open it and submit it will ask you for the name of the hotel and then it will come out in as a list and just copy and paste it into an excel document.

The report will show you all Accounts that have had business at the property at some point in time but have not had a Definite, Tentative or Prospect booking since 12/31/04. The column called "MAX Booking Arrival Date" tells you when the most recent booking was".

- Logging Telefocus calls in DMPE

Logging your Telefocus calls:
1. Start with the Account Manager screen in DMPE

2. Choose Activity - Call report from the drop down menu

3. For "Type", choose "TELE-FOCUS"

4. In the first line of the body of the call report, write "Northeast Telefocus 2007"

5. Complete your call report - There must be documentation of a response from the customer. Our first solicitation is a telephone call.