American Historic Inns

1
American Historic Inns

• Bed Breakfast Promotion and Sampling
  Opportunities

2
Our Story

• Provide easy access and great motivation for
  travelers to explore BBs
• Industry leader for market research
• Represents the best of 19,000 B Bs in
  North America
• Provide single point of access to the inn guest
  and innkeepers
• Value added promotions

• A pioneer in the Bed Breakfast and Country Inn
  industry
• Founded in 1981
• First guidebook published in 1987
• - Selected by Book-of-the-Month-Club
• Won several publishing awards including Book of
  the Year
• - Publishers Marketing Association.
• Established strong internet presence for BB
  Industry
• www.iLoveInns.com

3
The Inn Guest

• 93 have some college or college degree
• 48 have household income in excess of 90,000
• 77 are between the ages of 25 and 54

• Travel primarily as couples
• 50 are leisure travelers
• 24 are celebrating special occasion
• 8 on business trip (21 for urban inns)

4
Promotion Opportunities

• Product Sampling
• In Pack On Pack
• Gift with Purchase
• Incentive Programs

• Custom Tie-Ins
• Customer Loyalty/Rewards Programs
• Experienced Innkeeper Support
• Integrated Programs

5
Inn Guidebook

• In Stock or Custom
• In-stock guidebooks
• Range from 500-1000 pages
• Illustrated with full property descriptions
• Easily used in reward programs, incentives
• and as corporate gifts
• 96-Page Book
• 5.5" x 8.5"
• Four color front and back cover
• Approx. 1,500 Inns listed
• 8 Customizable pages
• 40-Page Book
• 4" x 6"
• Four color front and back cover
• Approx. 500 Inns listed
• Customizable Greeting Page

6
Free Night Program

• High Value/Low Cost Promotion
• Buy-one-night-get-one-night-free
• More than 1,500 participating inns nationwide
• Value up to 650, average 140 value
• Inn picks up cost of free night
• Can be delivered in several different formats
• Inn Guidebook
• CD Inn Guide
• Point-of-Sale Coupon
• Web-Based

"In all my years working in the
marketing/promotion business, I have to say that
The Bed and Breakfast "Free Night" Promotion was
probably the most exciting, impactful program I
worked on. The program is so unique because it
perfectly targets the right consumer and provides
them with such a high value offer, making it
impossible to pass up. The program was always
successful in moving sales in businesses such as
Amtrak Travel, Wamsutta Home Products and Lipton
Herbal Teas - it truly is a program that works
with so many different businesses." "From an
execution standpoint, it was one of the most
turn-key, easy-to-implement type of programs so
brands were thrilled to repeat it again. Rarely
can you say that about any promotion!" - Laura
Tessinari, Ogilvy and Mather
7
Themed Programs
Cookbooks Recipes Calendars Sun
Fun Shopping Cultural Centers Landmarks Arts
History Adventure 100 Most Romantic
Inns Hideaways Orchards Ranches Holiday Old West
Wine Country Regional Sports Health
Beauty Spas Historic Inns Country
Inns Family Pets Nature Books
Authors American History Wedding sites Family
Reunions
8
Product Sampling
The Experience is the Marketing
Key Findings

• Experimental marketing drives purchase and
  consideration across age, gender and ethnicity
• 70 of consumers say participating in
  experimental marketing would increase purchase
  consideration
• 66 say experimental marketing is extremely/very
  influential on brand/product opinion
• 57 say participating in experimental marketing
  would result in quicker purchase
• 70 of all consumers say they would be much more
  likely to try a product or brand after
  participating in a live event marketing
  experience associated with something they enjoy

• 9 in 10 say the most important thing they want
  from marketers is to give me information about
  the brand/product
• Consumers say that seeing/trying through
  experience is the most effective way to get that
  information
• 8 in 10 consumers who have participated in a
  marketing experience told others about it
• 7 in 10 consumers say participating in a live
  experience would make them more receptive to the
  brands marketing

This is a very smart program for new
products and we hold good memories of it.    -
Publicus Dialog  Regarding a Tasters Choice
program
According to Jack Mortons 2004 Experimental
Marketing Survey
9
Product Sampling

• National or Regional / Large or Small
• Reach up to 10 million Inn Guests each year
• Product can be served by Innkeeper
• Program tailored to meet your sampling velocity
  requirements
• Target by market and class of Inn
• Position product as part of the Inn Guests
  experience
• Reach 3 times the amount of guests/consumers in
  one weekend of inns sampling compared to in-store
  sampling (typical sampling program runs one
  month)
• Innkeepers stores product on site at no extra cost

I just wanted to tell you that THIS Senseo Promo
has to be the best ever! My guests are going
crazy for this promo and they absolutely LOVE the
coffee. My guests wait in line to make their cup
and chatthey all want one and they are taking
the coupons anxious to buy a unit for there
homes.  THIS IS THE BEST! Cupids Castle BB,
Pauma Valley, Calif.
10
Product Sampling

• Generate Consumer
• Awareness
• Trial
• Preference
• Gain Immediate Feedback and results
• No other sampling venue provides the personal
  service of Bed Breakfast Inns

• By word-of-mouth, expand brand/product
  marketing well beyond sampling venues
• No other sampling venue provides the personal
  service of Bed Breakfast Inns

11
Product Sampling
Inn Distribution
12
Success Story

• Nabisco
• Objective
• Run five years in a row, this was the most
  successful promotion in Nabisco History to
  increase sales of their specified products
• Offer
• Advertised on-pack, FSI and in store, consumer
  sends in UPC from product and then received an
  Inn Guide with Free Night offer.
• Results
• Unprecedented sales growth nationwide and high
  ROI

13

• Barbara Naylon
• Marketing Promotions
• American Historic Inns, Inc
• 249 Forest Avenue
• Laguna Beach, CA 92651
• [phone], ext. 305
• [phone] Fax
• barbara_at_iloveinns.com
• www.iLoveInns.com