B&B Network Members Manual

ADMINISTRATION PANEL
MARKETING TOOLS MANUAL

Version Dated: 5 Jan 08
options members of The B&B Network and Insight Hotel
Network
Admin Panel
http://members.bnb-network.com
Copyright 2009 Insight Web Marketing Ltd

Contents
The B&B Network............................................................................................. ..............2
The B&B Network - An Overview..............................................................................................2
Membership Grades.................................................................................................................2
Associate Members:...........................................................................................................3
Full Members:.....................................................................................................................4
Premium Members:............................................................................................................5
Premium Plus Membership:................................................................................................6
Internet Marketing........................................................................................................ ..7
The Multidisciplinary Approach................................................................................................7
Market Research: ..............................................................................................................7
Membership Levels:...........................................................................................................7
Website Design & Development:.......................................................................................7
Ergonomics & Usability: ....................................................................................................8
Search Engine Optimisation - SEO: ...................................................................................8
Data Security: ...................................................................................................................
.8
Appreciating Modern Internet Users........................................................................................8
Ergonomic Forms...............................................................................................................8
Website Navigation............................................................................................................8
Marketing Power at your finger tips...................................................................................9
Effective Pricing for the Internet............................................................................................10
Sell What People Want.....................................................................................................10
Internet Sales Strategy....................................................................................................11
Admin Panel & Web Marketing Tools................................................................ ............13
Login In............................................................................................................................
.......13
Welcome Page........................................................................................................................13
Menu Overview...................................................................................................................... .14
Membership Menu............................................................................................................14
Bookings Menu.................................................................................................................15
Setup: Rates & Offers:...................................................................................................16
Members Marketing Tools................................................................................................17
Websites..................................................................................................................... ......17
Help & FAQ.......................................................................................................................18
Contact the B&B Network................................................................................................18
Internet Rates..................................................................................... .........................19
Entry Guidelines.....................................................................................................................19
Standard Internet Rates.........................................................................................................19
Value Breaks...........................................................................................................................21
Special Offers.........................................................................................................................22
Blocking off dates...................................................................................................................23
Secure Bookings Management.................................................................. ...................24
Administration Panel Screen Shots................................................................ ...............25
8 ways to help yourself......................................................................... .......................27
Online Advertising.............................................................................................. ..........28
Attention, Promise – Sell........................................................................................................28
Advertising Do's & Dont's.......................................................................................................29
Appendix.............................................................................................................. ........32
Membership Grades: Comparison Table.................................................................................32
Associate Members On-line Forms...................................................................................33
Secure Booking Forms............................................................................................................34
B&B Network Websites........................................................................................ .........36
Email Responses....................................................................................................................37
A to Z of Internet Marketing Terms........................................................... ....................38
Glossary of Internet Terms.......................................................................................... ..47
Index................................................................................................................. ..........49
List of Figures.........................................................................................................................50
B&B Network Contact Details.......................................................................... .............51
NOTE ! There is an Index and Glossary of Terms at the back of this document
Copyright 2009 Insight Web Marketing Ltd Page 1

The B&B Network
The B&B Network - An Overview

The B&B Network (BNBN) is a Collective Internet Marketing Association that
exists for the benefit of its members and Internet users wishing to book
accommodation on-line. Membership is open to ALL B&B, Guesthouse or Hotel
accommodation.
The B&B Network has FOUR main functions
1. To provide a dedicated multi-website promotional vehicle for members
businesses for a fixed annual fee.
2. To provide accommodation managers with realistic levels of business by
utilising a large network of International websites (see page 42),
appropriate business capture technology, commission free secure booking
& enquiry systems and WITHOUT dependence on commission based
3rd party agents or booking engines.
3. To provide members with Administration / Secretariat, Management of
Secure Internet Services, Technical Support and Guardianship of the
Network. (These functions are managed by a professional dedicated
Internet marketing team, that includes marketing specialists, programmers,
web design and technology experts at Insight Web Marketing Ltd in
Killarney Ireland.)
4. To provide Internet users with direct access (no middlemen) to on-line
accommodation, last minute deals and special offers with the minimum of
fuss via a network of regional and International websites.
Members share a collective marketing1 strategy that uses innovative Internet
Marketing techniques, including:- dedicated websites, specialist last minute offer
websites, vortal & portal gateways, an International Newsletter, Newsletter
website, email advertising, search engine positioning, auto response & stealth
advertising, blogs & RSS feeds, banner & button advertising, e-mail shots +
traditional media advertising, exhibitions and PR.
The B&B Network uses the collective marketing model to capture, retain, and
share Internet visitor traffic solely for the profit of members. Insight Web
Marketing Ltd acts as secretariat, marketing and technical managers in order
maintain community discipline.
Membership is limited on a city, regional and general geographical basis to ensure
the B&B Network provides due providence and the delivery of advantageous
levels of business for members in their area.
The B&B Network is part of the Insight Network2 for travel, tourism &
leisure. The Insight Network consists of national, regional and travel services
websites and like the B&B Network it displays button and banner advertising to
allow members to promote their accommodation as part of a “Be found & Be
Seen” programme.
The B&B Network has a continuous in-house development programme that
1 Collective Internet Marketing (CIM) is a process in which members of a group share the
benefits and development costs of their promotional platform - for the good of the whole. It
has similarities to, but is not the same as, “co-operative” or “collaborative marketing”. Co-
operative Marketing generally promotes a group as a whole e.g. “Franchised Businesses -
MacDonald’s”. Collaborative Marketing shares resources to promote individual members e.g.
“A national group of solicitors”.
2 The Insight Network is Europe's largest independent on-line collective marketing initiative for
tourism. It consist of over 130 portals, vortals, regional and specialist websites designed to
capture all important Internet traffic and deliver it to members websites of the affiliated
Internet marketing associations – in this case the B&B Network.
Page 2 Copyright 2009 Insight Web Marketing Ltd

includes market research, market penetration, technological improvement and
application of innovative Internet marketing techniques.
Membership Grades
The B&B Network has four membership grades – tailored to suit thesize of the
establishment, budget, skill levels, sales methods, booking and inventory
management etc.
1. Associate Member
2. Full Member
3. Premium Member
4. Guesthouse / Hotel Member
Membership is by an annual membership fee – this covers the provision &
maintenance of a web page or website, the on-line promotion of the member on
an increasing number of websites, representation at "Trade Fairs", administration,
a membership certificate & window sticker, a web based administration panel,
various Internet marketing tools and generous discounts on "off the page"
advertising.
Associate Members:
This entry level of membership grade provides a
simple web page showing a photo of their property,
two categories of annual room rates, secure email,
enquiry system, description, location information
and a web based administration panel.
NOTE: Associate Members do not have their own
domain names. Their properties are displayed as
webpages on B&B Network websites and by their
presence, indexed by search engines. Figure 1: Associate Members
Extra Cost Options :- Webpage
• B&B of the Moment - displayed on the B&B Network websites' home pages.
• Room Rates Amendment (4 Categories) & Date Blocking via the admin
panel.
• Webmail - World wide access to your email & enquiries
• Secure Booking Facility & Date Blocking (requires Credit Card Merchant Account)
• Last Minute Deals & Special Offers (must have Secure Booking option above)
• Value Breaks & Last Minute Deals ~ also promoted on Dedicated Websites
• Bookings Management Facility – with selectable Email Templates for
bookings acknowledgement – Personalised Cancellation Policy
• Button or Banner Advertising across the B&B Network and Insight Network

Full Members:
This grade is provided with a Domain Name and
single page Website of their own that is optimised
for all major search engines. As standard this
includes a display of monthly room rates(pps), four
photographs, description and location panels.
Full Membership Includes :-
• Single page Website Design with photos,
logo design, detailed description and
location
• Inclusive of Annual Domain Name
registration & hosting charges Figure 2: Full Members Website
• 12 Month Rates Displayed in 2 Categories
• On-line Enquiry System with back-up of all email enquiries
• Web Based Administration Panel & Internet Marketing Tools
• Annual domain name registration / Annual hosting charges
• Initial search engine registration
• Statistics - visitors - enquiry analysis
Extra Cost Options :-
• B&B of the Moment - displayed on the B&B Network websites' home pages
• Room Rates Amendment (4 Categories) & Date Blocking
• Webmail - World wide access to your email & enquiries
• Secure Booking & Date Blocking (requires Credit Card Merchant Account)
• Last Minute Deals & Special Offers (must have the Secure Credit Card option above)
• Special Offers & Last Minute Deals promoted on Dedicated Sites
• Bookings Management Facility – with selectable Email Templates for
• An Extra page with zoom & pan map of location
• 50% Discount on Banner / Button Advertising across The B&B Network

Premium Members:
This level of membership is designed for B&Bs and
Guesthouses that feel comfortable with Internet
marketing, posting special offers, updating rates,
accepting, processing and confirmation of credit
card bookings and managing the sales content of
the website themselves.
Premium Members are provided with their own
domain name + multi-page Website that is
optimised for all major search engines. In addition
to the home page, the website includes pages
dedicated to special offers, last minute deals, room Figure 3: Premium Member Website
rates, a gallery of photographs, a locational map
page and two pages of choice.
Premium members are able to take FULL advantage of the B&B Network's unique
web-based admin panel and the set of Internet marketing tools that allows
members to make amendments to rates & value breaks, check email, manage
bookings & special offers, create response emails, read our newsletter and check
performance statistics.
Premium Membership Includes:-
 A 6 Page Website with photos, Special Offers & detailed description
 Annual Domain Name registration
 Annual hosting charges
 Featured on all appropriate B&B Network sites
 12 Month Rates Displayed in 4 Categories
 Message Display & Date Blocking
 Secure Booking Facility (requires Credit Card Merchant Account)
 Last Minute Deals & Special Offers (must have Merchant Account as above)
 On-line Enquiry System with back-up of all email enquiries
 Web Based Admin Panel & Internet Marketing Tools
 Special Offers & Last Minute Deals promoted on Dedicated Websites
 Bookings Management Facility – with selectable Email Templates for
 Initial search engine registration and optimisation
 Statistics - visitors - enquiry analysis
 Printable location page with directional instructions and pan & zoom map
 B&B of the Moment - Displayed on The B&B Network Home Page
 Room Rates Amendment (4 Categories) includes Date Blocking
 Webmail - World wide access to your email & enquiries
 FREE - 3 Months of Button Advertising across The B&B Network
 50% Discount on Banner / Button Advertising across The B&B Network

Premium Plus Membership:
Primarily intended for Guesthouse or hotels or to
accommodate the wider needs of the larger B&B
establishment, this membership grade has ALL the
features of Premium membership above, plus
FOUR important additional features.
1. Promotion via the B&B Network plus
websites specifically for guesthouses and
hotels – the Insight Hotel Network.
2. A facility to post medium-term Special
Offers on to a specific guesthouse or hotel
Figure 4: Example of a Guesthouse
website and broadcast these on the B&B website
network and the Hotel Network.
3. A more sophisticated room sales booking system that allows the allocation
of rooms to Internet sales and offerings.
4. 7 page website provides the additional information required by the larger
establishments.
The website is more orientated to selling rooms directly from the page with offers
for the immediate future displayed on the home page. Up to 7 pages
accommodate special offers, value breaks, direct room sales, locational map and
local information. ANY member that wishes to manage the allocation and sales of
rooms via their website may opt for this grade of membership.
Picture Gallery
Rates Page – Latest Deals

LLocational Map – Pan & zoom Secure Email Facility

Internet Marketing
Internet Marketing is a new multidisciplinary management function that is still in
the flux of development. Due to the constant development & rapid change of
Internet technology, it is very difficult to find an “expert”. Internet marketing
therefore, has become the realm of companies specialising in niche markets.
Insight Web Marketing Ltd (IWML) is one such company. It manages the design &
technology, the on-line marketing strategy and provides administration for the
B&B Network marketing association. The company’s roots stem back to 1994 and
the pioneering days of Internet Marketing for tourism in Ireland.
“Internet Marketing is the business function of :-
Identifying, Anticipating and Satisfying Internet user needs

...PROFITABLY”
The Multidisciplinary Approach

In the development of the B&B Network Association business model it was
essential to carry out in depth market research and assemble a team that could
manage the various disciplines required to provide members with professional and
authoritative support.
Market Research:
All marketing elements start with data collected by researching a specific market
sector and environment. In order to determine the viability of a marketing
association for the Accommodation sector, it was necessary to conduct research
in the following areas:-
• Potential members with the necessary computer skills to manage their
enquiries and bookings using an on-line presence.
• Internet technologies, hardware, software, search engine optimisation, web
design and networking.
• The on-line presence of existing and emerging competitive organisations.
• Potential business levels in any given area or region – to determine the
optimum membership and delivery of advantageous levels of business for
members in that area.
• The expectations of the membership and the performance require to meet
them.
Membership Levels:
Market research also assists in determining membership levels in any given area
by assessing the levels of accommodation, number and type of visitor attraction,
published tourism revenues and tourism data from official sources.
Membership is limited on a city, regional and general geographical basis. To
ensure the B&B Network provides due providence and the delivery of
advantageous levels of business for members in their area. This market research
is carried out in-house by Insight Web Marketing continuously.
Website Design & Development:

The B&B Network development team try to keep a balance between the users
level of competence, navigability, ease-of-use for visitors and the implementation
of technologies that are appropriate to achieve this. The design & graphics are
optimised for those using dial-up facilities and this provides a major speed
advantage for those using broadband - the B&B network websites are extremely

fast to load, recall information and refresh pages. Improvements in features,
design and functionality are applied to members websites at appropriate times
and generally once a year.
Ergonomics & Usability:

The websites are designed to provide easy navigation and the aim is that any
specific establishment can be found with just a few clicks of the mouse. Because
of the number of websites on the B&B network we can test new ideas and
technologies with without disrupting the business levels of our members. A simple
example of this approach can be seen on the homepage of every members
website – room rates or priority room sales are clearly posted so that a visiting
guest can make a decision quickly and then make a speedy booking or enquiry.
Search Engine Optimisation - SEO:

SEO is a discipline in itself and the B&B Network has a person dedicated to
optimising the B&B network sites and applying correct coding to members
websites to ensure they are indexed with the main search engines. The inter-
connectivity of the B&B Network also ensures that link popularity is optimised –
each new network site and each new member's site improves the SEO.
This work is always given top priority to ensure that the B&B network is not only
found but seen on all major search engines.
Data Security:
Important - Insight Web Marketing Ltd is registered as a data controller with the
Data Protection Commissioner for Ireland and is obliged to provide secure facilities
for both data and email communications. For example, the B&B network has a
strict policy not to publish members email addresses or expose them to spam
harvesting. Appropriately, the B&B Network protects all on-line forms against
misuse by spammers. Booking data and credit card information is only accessible
by logging on to a password protected secure servers that automatically provide a
high level encryption of the sensitive data transferred between the B&B network
servers and the accommodation members computer. Managing the secure servers
and booking systems "in house", ensures awareness of security issues and helps
to maintain the lower cost of membership.
Appreciating Modern Internet Users

Ergonomic Forms
For the first time in the accommodation sector, the B&B Network provides
technology that helps the on-line guest rather than creating usability problems.
B&B Network members web pages and websites have a unique enquiry or booking
system that uses artificial intelligence3 to minimise the amount of human
consideration or input. The forms use this feature to simplify completion and
automatically adapt its functions depending on availability, room type, room rate,
or special offer. During development, the on-line forms were tested using ordinary
folk from a wide group of ages and abilities.
By providing prompts and using the minimum of clicks, B&B Network forms appeal
to a wider spectrum of users of all ages and aptitude - making an enquiry,
booking a room, responding to a special offer, requesting availability or sending
an email as easy as possible.
The ability to print out of the map and locational details is another example of the
user-friendly approach that allows guests to locate your accommodation more
3 Artificial Intelligence - A branch of science that involves the development and use of computer systems that can
perform some of the functions normally associated with human intelligence, such as learning, problem-solving,
decision-making, and pattern recognition.

easily.
Website Navigation
The problems of finding accommodation in a particular area have also been
addressed using similar testing procedures – Many of the B&B Network websites
allow users to access a specific accommodation within two or three clicks. Each
website allows navigation by “Point & Click” AND by typing in a search for town,
region or country.
Marketing Power at your finger tips

The B&B Network provides multiple on-line & offsite promotional opportunities.
The B&B Network is part of the Insight Network for tourism and leisure – over
130 portal websites that include regional / destination sites – car hire – golfing –
whatzon etc. This provides you with to opportunity to display internet rates,
special offers and promote your accommodation via banner or button advertising.
Additional advertising in the form of banners and buttons is available right across
the Insight Network at special member rates. Dynamic banner advertising is
available that allows you to change your message or display your latest offer at
will by using the marketing tools in your administration panel. Examples of
dynamic banner and button advertising shown below – note the Castlerosse
special on the dynamic banner advert below.
Figure 5: Typical Banner Advert - linking directly to website
Figure 6: Dynamic Banner - Message to the right can be changed at will
The Insight International newsletter broadcasts Irish tourism news to over

23,000 “opted in” subscribers – B&B Network members may provide stories or
news of events.
The number and type of supporting portal websites is part
of a continuous improvement programme – Spring 2006
saw the launch of the Red Dot Deals website to promote
last minute and discounted room rates. Summer of 2007 saw the launch of the
B&B Network International website, five B&B websites in the United Kingdom and
www.bed4thenight.com (a fast International website).

Figure 7: Killarney Hotels website - example of dynamic banner advertising

Effective Pricing for the Internet
One big advantage of selling rooms via a website is that it is a "silent salesman"
– just sitting there with your offerings on display. Consider some of the following
points:-
 If your pricing policy has at least one item that is unique – visitors will
remember and return. Eg. In the winter when you quiet try giving a “Room
Only” for €10 or £10.
 A website has a conversion ratio – visitors versus bookings. This ratio
nearly always dependent on the attractiveness of your offerings. A typical
conversion ratio would be between 6 and 8% (you can see your convertion
ratio in your admin panel). Attracting 1000 more visitors to you website
would give you 60-80 more bookings. If your conversion ratio is low –
something is wrong.
 There is NO commision to pay when selling rooms from your own website.
 Empty rooms don't contibute to profit – make sure your website sells these
rooms using the last minute facility. This also gives regular visitors to your
area a reason to return to check out your last minute deals.
 Keep your offers simple – many websites force guests to go through an
awful process just to check availability.
 Apart from your standard room rates, ALL OFFERS should try to follow the
basic principles of advertising – APS - Attention Promise (USP) Sell. Make
sure the offer gets Attention - Promises Value or a Unique Experience and
is easy to buy.
The methodology for selling rooms on-line in the 21st century has the benefit of
only a few years of market research. Since the start of this millennium, there have
been rapid & major changes in Internet technology for the travel & tourism
industry.
People are LOOKING FOR and EXPECTING a better

deal
when they book DIRECTLY using an online facility.
NOTE ! Internet users now accept that in finding a better deal, they will
increasingly be obliged to pay in advance for travel, car hire and hotel rooms
using their credit card.
Consider using phases like :- Save 10% by booking directly with us
It is important to understand that not all Internet users are comfortable with these
new methods – credit card security is a major concern for some and on the
other hand, there is a desire for no fuss rapid booking confirmation from the
majority.
Also it is wise to remember that Internet users can find another hotel or bed-and-
breakfast, with just a few clicks of a mouse – make sure your presentation and
offers are attractive and perhaps more importantly, inline with what they are
looking for.
Sell What People Want

Now that your room rates are accessible to people of all nations and budgets, it is
essential to make sure the room rates, descriptions and offers are clear and
reflect what people are ACTUALLY looking for.

Insight Web Marketing has conducted extensive market research to determine
Internet users’ on-line habits, their hotel room requirements and more
importantly, what they are actually booking and the way they are booking on-line.
The research data shows, that over 80% of on-line bookings, measured over a 2-
year period, were for TWO people sharing, for 1 or 2 nights.
It is logical therefore, that displayed room rates and Internet deals should reflect
this majority requirement.
eg. Room for Two People €75 per night

The use of small icons shows the bed configuration
For this reason, your website should, where possible, display (at least some) rates
on a per room basis (showing room type with an icon) to allow guests to make
firm booking and eliminate unnecessary dialogue during booking. The ability to
block dates when your full and / or allocate rooms to an offering makes it easy for
the guest to book and less work for you – more on this in the admin panel section
on page 18.
Room Type > No of Rooms > How many nights? > Book - EASY
No of Rooms > How many nights? > Book - Better Still
More on how to configure your on-line room rates, special offers, value breaks and
last minute deals in the admin panel section on page 18.
Internet Sales Strategy

Room Rates, Enquiries & Bookings: The main purpose of any B&B Network
website is to sell bed nights. Initially the methodology used on the Internet may
be strange and is certainly very different from traditional sales methods. This is
mainly due to the way various socio-economic groups use the Internet and the
level of competency of the user.
B&B Network members that have the option may display their room rates & offers
in several ways and change ANY via the admin panel.
The table below outlines the elements that a guests would respond to on a web
page. It is important to understand that each guest will have their own "comfort
zone" when it comes to booking a room and which method they use to
communicate with you.
Communication Description
by:-
Safe Email The Safe Email Form is for general enquiries and
Forms conceals or cloaks your email address. This
provides maximum protection against email
address harvesting and the resultant spam. The
safe form processes email enquiries and sends
them directly to you. These emails are NOT
logged by the B&B Network.
Some guests will send an email to outline their
requirements and set up a 2 way dialogue be for
making a firm booking. This is neither efficient
or desirable.
Internet Rates There are 4 different types of Internet rates to suit

the your on-line sales strategy.

1. Internet Rates – Standard (long
term)
2. Internet Rates – Value Breaks
(medium term)
3. Internet Rates – Special Offers
(medium term)
4. Internet Rates – Last Minute (short
term)
Last Minute & Value Breaks require no dialogue with
the guest if sold as room rather than per person.
IMPORTANT: It is crucial to the success of your on-
line and off site promotional strategy to understand
the reason for, the function of and the way each type
of Internet Rate is displayed. The Rates & Booking
Section on page 18 provides a detailed outline of
each type of rate and how they should be used.
New
Value This option allows you to enter a long detailed
Breaks description of cost reduced packages available year
round and post them directly on your Value Breaks
page, automatically broadcast them on specialist
sites such as www.shortbreaksireland.com &
www.reddotdeals.com, regional and other
appropriate websites on the Insight Network.
Value Breaks can be sold on a Per Person or if rooms
are allocated on Room basis – the offer ceases to
be displayed and cannot be booked once the
room allocation is exhausted.
Value Breaks should be part of a long term strategy.
Room/General This facility assumes a ‘room or availability’ enquiry

Enquiry Form that needs some dialogue and confirmation by the
hotel. It uses our intelligent ergonomic form. An
automated reply is sent to all enquirers, informing
them that the hotel will reply within 24 hours and
that they should allow for International time
differences, weekends and public holidays.
• There is automatic enquiry logging in case of loss
or dispute
IHN Research shows this to be the most common
method of communication currently and is often the
first step that guests use to start the booking
process.

Admin Panel & Web Marketing Tools
Password protected, the members admin panel is unique to the B&B Network. It is
accessed via the Internet using any web browser (eg. Internet Explorer) and
provides a number of useful Internet Marketing Tools, website room rates
management, bookings management and other related functions.
Login In
http://members.bnb-network.com
Type the members’ website address above into the
address bar of your Internet browser & press the
“Enter” key. You can also save this to your browser
favourites. Type in your password & click “Login” or
press the “Enter” key. Figure 8: Password Protection
Welcome Page
The welcome page confirms you are logged in, when you last logged in, prompts
you to check your secure bookings and shows a snippet from the lastest news
item.

Menu Overview
The menu contains 7 major sections that allow you to
benefit fully from your membership. Clicking on each
section expands the menu further, revealing a unique set of
Internet marketing tools available only to members of the
B&BNetwork. Once logged in, members can access
numerous facilities via the admin panel menu. If you need
help, it conveniently shows the time and whether the B&B
Network office is open. Click on any category and the menu
for that category is revealed. (see Fig. 4 right). Please use
the logout button - removes your working session details
and password from computers Internet browser to ensure
your security.
● Membership
● Bookings
● Setup – Rates & Offers
● Marketing Tools
● Websites
● Help
● Contact Us
Membership Menu
1. Newsletter: keeps you informed about the B&B Figure 9: Menu Expands
Network's activities and it may contain information
members wish to share. eg. credit card fraudsters. If a news item is very
important an email is sent asking you to read the newsletter.
2. Current Details: this section shows your current membership status. Your
membership grade, expiry date, features activated and optional features.
3. Annual Renewal: here you can pay you annual membership fee or print
out your invoice to allow payment by cheque (by post).
4. Webmail: once set up with your existing email account details, you can
log in to your admin panel and use your webmail facility from anywhere in
the world - a cyber cafe – hotel – friends house etc.
5. List of Members: As part of our collective marketing strategy Passing
members are requested to help guests by booking ahead or on
recommending other B&B and hotels in the Network. We business
ACTIVELY ENCOURAGE this practice by providing a list of has its
own
members, their telephone number, a form to email enquiries and rewards
a link to members’ websites. It is automatically updated as new
members join and can be printed to provide a reference of all
accommodation on the B&B Network.
6. Legal Stuff: IMPORTANT! You should be aware that the Internet is
neither a secure nor stable environment. As a publishing medium it is
highly complex, relying on many physical elements, software, hardware
and electronics systems provided by numerous organisations throughout
the world. Whilst Insight Web Marketing Ltd take every reasonable care in
the provision and management of the technical services associated with
the B&B Network websites, no warranties, promises or representations of
any kind, express or implied, are given with regard to performance,
availability of service or accessibility to specific content. You should check

your website periodically and after updates or amendments. Please
make sure you read this section.
Bookings Menu
Members that have the secure credit card booking engine can
manage their bookings in this section.
1. Secure Bookings: full details of all secure credit card
bookings made via your website are listed here. This
includes Last Minute, Special Offers, Value Breaks
and Booking Requests. All bookings can be confirmed
with a single click using any one of the email templates
set up below.
2. Setup E-Mail Responses: Any number of email
responses (templates) can be set up in this section to Figure 10: Bookings
Menu
meet any occasion. Important elements such as Guests
NAME or ARRIVAL DATE are easily be inserted.
3. Cancellation Policy: the B&B Network posts this standard cancellation
policy on its websites. These terms are necessary to ensure the guests are
treated fairly and were devised after consultation with B&B Network
members. Members with the secure credit card booking facility have the
advantage that all booking confirmation emails have their cancellation
terms inserted automatically.
The B&B Network has laid down the following guidelines for its members with
regard to CANCELLATIONS or a "NO SHOW" by guests. However, each Bed &
Breakfast accommodation may have a specific cancellation policy - This may be
posted on their website or sent to you in your confirmation email.
• CONFIRMED BOOKINGS - Cancellation before arrival date
• More than 21 days before arrival - No obligation or Full Refund
• Between 5 & 21 days before arrival - 10% Cancellation Fee
• 3 & 4 days before arrival - 20% Cancellation Fee
• 2 Days or less before arrival - Cancellation Fee = Room Cost of First Nights
Stay
• NO SHOW - Cancellation Fee = Room Cost of First Nights Stay
PREPAID SPECIAL OFFERS - No Show or Cancellation before arrival date -
• As Above
PREPAID LAST MINUTE DEALS - Cancellation or No Show
• NO Refunds on Last Minute Deals
4. Amend Cancellation
Terms: If your cancellation
terms are different, please
use this section to compose
and save YOUR OWN
cancellation policy – this will
be displayed on your website
and attached to your booking
confirmations in place of the
standard policy in item 3.
above.
Figure 11: Edit & SAVE your Terms & Cancellation Policy
Setup: Rates & Offers:
This is the section that allows you to post room rates, special
offers and the last minute deals directly to your website.
Keeping this up to date is made as uncomplicated as possible
and rates can be changed at will to reflect your current sales
situation. For Guesthouse & Hotel members rooms can be
allocated to website sales this allows direct and automatic
booking from your website. (eg. Allocate 5 rooms and when these are
all sold, the offer is automatically removed.)
1. INTERNET RATES: the general heading of Internet rates
covers all room rates that are priced specifically for the
Internet. You should treat these rates as Long, Medium
and Short term.
• Standard Rates: displayed for the NEXT 12 months
these are your Long-term rates on which all other
offers and deals are based upon. These should be Figure 12: Rates
Menu
lower than your rack rates to reflect the “direct
selling” nature of the Internet. These room rates are normally for per
person sharing and are sold “on request”. Remember that each month
another month is automatically added 12 months hence – the rates for
that month should always be checked and updated if necessary.
• Special Offers: as part of of a Medium term sales
strategy ( 1-4 months ahead ) Guesthouses & Hotel TIP
grade members may display these rates on the home No Commission
page of their websites and on B&B Network special is payable on
Last Minute or
offers pages. Special Offers
sold via your
• Last Minute Rates: designed to sell your Short term OWN website –
or spare capacity, these have a the dual advantage of Use this to
displaying this on your website and also on specialist your
advantage and
websites ( such as www.reddotdeals.com ) that are don't have
managed by the B&B Network. These rates should rooms empty
always be extremely attractive, this will attract guests
to book with you rather than those that display normal room rates.
1. Value Breaks: allow you to sell & display offers and packages for periods
when you are least likely to be busy. eg. Sunday nights or midweek. these
provide a very special function in that they can not only be displayed on
your own website but also on specific websites within Insight Network and
B&B network. In other words we will promote Value Breaks across the
whole network. The main advantage of Value Breaks is that you can be
more descriptive, allowing you to put together an interesting package. e.g.
Midweek break three nights for two people and a candlelit dinner
2. Block Dates: The B&B network takes a slightly different approach to most
other on-line marketing organisations. Instead of having to keep an
inventory up to date, the process is simplified by showing dates that are
not available. These are simply blocked off and the system will not allow
an enquiry or a booking for those dates that are blocked. This is much
easier to manage than updating the availability of each room - only when
you are full, will you need to take any action.
3. Tee Times: This is for members that buy tee times from their local golf
club and wish to sell them on-line as part of a “play and stay” package
4. Room Descriptions: Figure 13: Hover over a room icon
Guesthouse & Hotel members
may amend these descriptions.

They are seen as a tool tip whenever a guest hovers their mouse over a
room icon.

Members Marketing Tools
1. Submit Events: If you have a local event, concert or
festival – please enter it. This updates the events
calendars in the Insight Network regional and WHATZON
websites. Each event has a direct link to accommodation
in the area.
2. Enquiry Stats: Click here to see a monthly breakdown
of your webpage / website performance. See the total
number of unique visitors provided specifically by the
B&B Network, the number of emails, enquiries and
bookings. There is also an indication of how well you're
doing compared to others in your locality and country.
Simple but very useful.
3. Exchange Rates: Current exchange rates between all
major International currencies updated daily by the
European Central Bank
Figure 14: Marketing
4. Media Campaigns: This allows you to monitor the Tools
performance of "off page" advertising that points to the
Value Breaks, Last Minute Deals and Special Offers.
5. Advertising Rates: Check out the members Special Rates for Button and
Banner Advertising.
6. Order Advertising:
Websites
This menu provides access to just a fraction of the many
websites that are part of the B&B Network or Insight Network for
Travel & Tourism. All of these websites capture Internet traffic
for the benefit of B&B Network members and also provides
additional promotional platforms for displaying banner & button
advertising. The Bed 4 the Night website is linked directly to the
B&B database and provides access to members sites by typing
in Town or Regions (Very Fast).
You may use these websites to assist a guest that may be
travelling to other regions or countries.
The WHATZON websites are events calendars with one
important difference – each event has a link directly to local
accommodation (only members of the B&B Network). You may
add local events yourself in the Marketing Tools section of the
admin panel.
Those members with the Last Minute and Value Breaks option
can see their offerings by clicking "Last Minute Deals" – this link
show the Red Dot Deals website.
You can send your digital photographs directly from your PC by
clicking "Send Photos 2 Us". Figure 15: Important
Websites
Finally, the Membership Info button takes you to our
membership recruitment website, where you will find full details
of membership grades examples of members websites and a full
features and comparisons table.

Help & FAQ
FAQ: Check out the frequently asked questions and answers.
Manual: The latest version of this manual can be found here -
Downloads: Download recommended anti-virus, anti-spyware,
email programs and other software.
Knowledge Base: Contains articles on how to set up your
email, best practices and other items.
Request Help: Click here to bring up a priority email form. Figure 16: The Help
Menu
Contact the B&B Network

Office: Full contact details for the B&B Network - Office
address, telephone number, email address, and a notice to
show if the office is open, closed or on holiday. There is also a
list of key personnel with their email links. Figure 17: Office
Details
Map - How to Find the B&B Network Office: If your visiting the office at any
time, you'll need to know how to find us. This map showing our exact location
allows you to pan and zoom. Use the arrows at the top left to pan left, right, up or
down. The "+" & "-" signs allow you to zoom in or out. Mouse Actions: Double
clicking on the map will also zoom in – click, hold down the mouse button and
drag, will allow you to pan.

Internet Rates
IMPORTANT:
Before entering Internet Rates please check out the strategy section on page 13
and menu section "Rates & Offers" on page 18. The booking system automates
some functions and you should be aware how the various rates are presented on
your website.
Entry Guidelines
When entering data into the forms always use and = &
the shortest term possible to describe your
offering – examples right. Two = 2
This is to allow you to say as much as possible September = Sep
in the restricted space available on your web
page & generally keep things tidy. Bed and Breakfast = B&B
Night = Nite
Reminder: the 4 different types of Internet rates.

• Standard (long term)
TIP
• Value Breaks – Package Deals (medium term) Be as neat and
tidy as you can.
• Special Offers (medium term) – Guesthouse / Hotel Keep your
Members Only offers clear and
to the point
• Last Minute (short term)
All 4 should be used as part of your on-line strategy
Standard Internet Rates

Long Term Rates - Arranged Monthly – On Request Only
Standard Rates are the basis for all other room rates and offers
Shown on a monthly basis, the Standard Internet Rates should always be your
highest prices shown on your website and all other rates should offer some form
of discount. These rates should be lower than your rack rates to reflect the direct
selling nature of your website. Always displayed on your website as "On Request"
- this allows you to accept or decline any booking enquiries – this also give you
the freedom to offer discounts for large group or trade bookings

You can enter 4 different room rates each for 12
months – a list of 48 different rates but in TIP
practice the rates display will be more simplified. The Standard Internet rates
should always be updated to
eg. If Jan to Mar rate is the same it will be shown show the month 12 months
as one rate for the period Jan to Mar – not as hence. A reminder is shown on
individual months. your welcome if you forget.
Last Minute Internet Rates

Short Term Rates – 15 days hence – Allocate Rooms – Book Only
Discounted Standard Rates – Sell UN-Booked inventory
Not trying to sell empty rooms is poor business practice
Do you Empty Rooms next week ? - Do feel its better to sell them at a discount
rather than leave them empty? - for little effort and no extra cost you can now
advertise these not only on your own website but across the whole B&B network.
This is one of the great sales features where the Internet proves to be King –
having last minute availabilty on your website offers SIX BIG advantages.
1. You can enter and display last minute availability at any time – Offers are
displayed on your website instantly.
2. Having regular last minute deals encourages visitors to return to your
website
3. Last Minute bookings are PAID FOR at the time of booking by credit
card
4. All last minute deals are displayed the main B&B Network websites & on
the networks special offer websites such as "Red Dot Deals"
5. Selling a last minute availablity often "steals" the business from
competitors, particularly at quiet times.
6. You can allocated any number of rooms for last minute sale – a soon as
they're sold the offer is removed from your website.
Click Last Minute on the menu and the main window will show the status of all
your “Last Minute Rates”. To add a new rate click “Add a Last Minute Rate” – To
edit an existing offer click in the appropriate rate in the Description column.
Please fill in the form carefully & click "Save Changes" – always check your
website to ensure the offer is displayed correctly.

Figure 18: Create a Last Minute Internet Rate
NOTE ! In the price box DO NOT enter currecy symbols only.
Value Breaks
Medium Term Rates – 4 months hence – Allocate Rooms – Book Only
Midweek & Weekend Breaks – Sunday Night Specials
Special Rates for Festival & Events – Easter Break – Bank Holidays
This feature is all about making your offerings more attractive. This is where you
post your packages from a simple discount for a 2 night stay to more elaborate
deals such as the example below. There are important date functions to consider
- the period of the offer (say Easter weekend) and the period or how long you wish
to display the offer on your website (say from Feb 1st Onwards).
To insert the PERIOD of the offer, click in the box to the right of "Offer valid from"
and then select the date from the calendar that appears on the right. Do the same
for "Offer valid till". If this is a Last Minute Deal (maximum 15 days hence) click
the "Lastminute box" above the calendar ~ your offer will also be displayed on all
relevant B&B Network websites and sites such as Red Dot Deals
(www.reddotdeals.com) and Rare Bargain (www.rarebargain.com).
Now decide the dates you wish to DISPLAY the offer on your website and enter the
date using the same method above. You may also type in the dates but please
make sure you use the date formate shown below in example in Figure 19 below.
If for example, your offer refers to midweek breaks throughout the year you may
tick the "Never Expires" box ~ your offer will then be permanently displayed on
your website.

Figure 19: Example - Edit a Value Break
When setting up a Value Break, consider whether you wish to sell the package on
a per person basis or per room. The per person option only allows the offering to
be booked “on request” due to the unknown nature of number or type of people.
To eliminate this dialogue choose “per room” – this allows you to allocate a
number of rooms and automates the booking process – the systems
acknowledges the booking only leaving you to send a courtesy confirmation – you
may wish to confirm the room number for instance - you can set up any number of
response emails to handle this and save even more effort (see the Page 29 Secure
Bookings Management)
NOTE ! In the price box DO NOT enter currecy symbols only.

Special Offers
Medium Term Rates – 4 months hence – Allocate Rooms – Bookable or On Request
Midweek & Weekend Breaks – Sunday Night Specials
Premium Plus Members ONLY: This feature allows you to post simple discount
rates to your website and is designed to help sell rooms for up to 4 months ahead.
Again, there are important date functions to consider - the length of stay in the
offer (say a 3 day midweek break) and the period or how long you wish to display
the offer on your website (say from January 1st Onwards).
To insert the PERIOD of the offer, click in the box to the right of "Rate valid from"
and then select the date from the calendar that appears on the right. Do the same
for "Rate valid till". Decide the dates you wish to DISPLAY the offer on your
website and enter the date using the same method above. You may also type in
the dates but please make sure you use the date formate shown below in example
in Figure 20 below.
When applying a Room Rate rather than "per person" rate, you may allocate any
number of a particular type of room by click the icons showing.
Figure 20: Once set up a special offer can easily be edited
NOTE ! The calendar shows the current rooms available for each day of the
selected offer. By clicking on any day, rooms can be substracted or added to that
day at will. This can also be done immediately after setting up the offer if you wish
to allocate a different number of rooms to any particular day. Rooms are deducted

automatically as sold and the offer is also removed automatically from your
website when all rooms have been sold.

Blocking off dates
Most websites force the guests to check

availability. Blocking off dates allows them
to make an enquiry or booking for ANY
date that's free. This saves you time and
by allocating rooms to Last Minute Deals,
Special Offers or Value Breaks you can
acieve near automatic booking on your
website. As can be seen in Fig. 21 below,
courtesy messages can provide an
Figure 21: Click Start Date ~ Click End Date & SAVE ~ its that simple

Secure Bookings Management
This is the most powerful and time saving tools in your administration panel and
the primary reason the admin panel is password protected. Available to all
membership grades this secure booking feature is unique to the B&B Network.
The only requirement is a credit card merchant account (details from your bank).
Features of the
Booking Management
System
• Unique Booking
References
• Date Booked
• Cancel status for
manually confirmed
bookings
•
Figure 22: Handling Credit Card Bookings

Administration Panel Screen Shots
Figure 23: Check your Webpage or Website performance
Figure 24: Up to date International Exchange Rates - convenient for you and your
guests

Figure 25: Check the performance of your off site media promotion

8 ways to help yourself
The more visitor traffic you get to your website the more
bookings you will get.
1. Put your URL (web address) on everything: Maximize your
promotional efforts by listing your website address on everything you do.
Print the URL on your business letterhead, on your business cards, in your
reception area , in your guest rooms and on your room keys. Always use
the URL in your e-mail signature. List the URL on any print / media
advertising that you do, including phone books, brochures, flyers, and
direct mail pieces.
2. Don't give out your email address – ask people to visit your website – they
can email you safely from there. This will minimise spam and lengthen the
lifespan of your email address
3. E-mail lists: Create a list of your guests' e-mail addresses and send them
news of special offers or a Christmas Card.
4. Display your B&B Network membership certificate and window sticker – this
gives your guests a confidence factor and reminds them of the brand "B&B
Network". They will know that you can be found on the network sites
( remember the B&B Network is also a search engine – to help find its
members ).
5. Get the attention of the media: Pitch news ideas about your B&B /
Guesthouse / Hotel to local newspapers, radio stations, and television
stations. Pitch ideas to Web news sites. Maybe one of your employees has
done something newsworthy.
6. Submit your site to every FREE directory, speciality listing,
industry organization, and yellow pages you can find: No matter
what industry your business is in, there are on-line directories, such as
Yahoo! Yellow Pages, that you should register with. Many business and
industry associations allow you to list your business on their Web site. In
addition, there are individuals who maintain popular lists of resources; use
Web search engines to find these lists, and then create an entry for your
business.
7. Set Up a Blog: A Weblog, or blog, is a collection of short articles, essays,
or loosely-formatted thoughts, about your business. Blogs also encourage
reader comments, making them a valuable tool for gathering customer
feedback. Companies such as Blogger (www.blogger.com) will host your
blog for free. You can also install a blog on your own Web site with free
software such as MediaWiki (http://wikipedia.sourceforge.net). Don't forget
to memntion your website from time to time
8. Excellent customer service: There's no advertising like personal
recommendations made between friends and family. The best way to
encourage this type of "viral marketing" is to provide excellent customer
service and do what is necessary to satisfy your customers' needs.

Online Advertising
Attention
Promise
Sell
Attention, Promise – Sell
The simple rule of good advertising – make sure you apply the APS rule to ALL
your advertising. This particularly important for your accommodation on-line
advertising. This element of marketing is called "Marketing Communications" or
"Marcoms" and for good reason. Through your web pages, emails, button &
banner adverts you must communicate effectively. Following the APS rule will help
you get the upper hand.
ATTENTIO Make sure your advert gets the attention of the reader. Adverts
N offering Discounts, FREE upgrades, special on-line rates and
value breaks ALLWAYS get far more attention than a simple name
and address advert. Use brighter or tasteful colours to attract the
type of clientèle your advert is aimed at.
PROMISE Your promise maybe a simple price reduction. Campaigning on

COMFORT & VALUE is a more important factor here. Typical
promises are:-
 Lowest Prices
 4 Star Rating
 Off Street Parking
 Breakfast Menu
 Free Upgrade
 Orthopaedic Beds
 Direct Dial Telephones
 Free WiFi Access
SELL "Selling" is basically overcoming objections and the secret to on-

line selling is making the "path" to a firm booking as easy as
possible. Clicking on an advert should lead straight to a web page
outlining current deals that can be booked instantly.
Button Adverts
Bad Better

Advertising Do's & Dont's
Not all the ideas below may be appropriate for your business. The important thing
is to think creatively and experiment. The Internet is an extremely flexible tool
that gives your business many avenues for advertising and enables you to react
quickly to customer feedback.
1. If your Advertising isn’t working – STOP IT!

Let’s start with the simple stuff. If you are running advertising that is not
working, please stop it! This applies to you whether you're running ads in
newspapers, magazines, or on-line, radio, television, billboards, posters,
taxis or buses. It sounds obvious but here’s what often happens: People run
advertising because they feel they ought to. They’re not really sure if it’s
working but they are hesitant to stop it because it may be one of their main
forms of marketing. By the end of this section you will have enough
information to ensure that you are never in that position again. You will
either be running great ads that produce great results, or you will be
spending your marketing money elsewhere.
2. Only use Direct Response Advertising

There are two types of advertising – direct response advertising and brand
advertising. Understanding the distinction between the two will
immediately save you a fortune. Brand advertising or Awareness
Campaigns are used by companies like Coca Cola and the large car
manufacturers to build on and increase awareness of their brand. Unless
you have huge amounts of money which you are happy to lose, you should
avoid brand advertising at all costs. For a small businesses in the
accommodation sector it is a complete waste of money. The only type of
advertising you ever want to consider is direct response advertising. The
only purpose of direct response advertising is to produce a clear response.
The type of response may vary depending on the type of business you are
in and your overall marketing strategy. You may want the response to be an
immediate purchase. You may want the response to be for someone to
contact you to ask for a brochure. The great thing about direct response
advertising is that you can instantly tell whether it is working (see the next
point) It either produces a response or it doesn’t. One of the reasons that
most small business advertising does not work is that it’s a combination of
half hearted direct response and highly ineffective brand advertising.
Fortunately, you now know the difference. In the land of the small or
medium business, direct response is King!
3. Testing and Measuring

It is absolutely essential that you test and measure all of your advertising.
If we are going to engage in direct response advertising we obviously need
to be able to measure that response, otherwise we are not going to know if
the ad is working. At the very least we need to know how many people
responded, how many of them were converted to a sale and what that is
worth to you. Then you need to compare that figure to the cost of the ad
and you can immediately work out how profitable the ad was, or whether
you should stop running it. So many businesses just allocate a certain
mount of money to an advertising budget, spend the money every year…
and they’ve only got a vague sense of whether the ads are working are not.
This is crazy. If your ads are working, you want to roll them out on a larger
scale. If they’re not, STOP and use the money on one of the dozens of other
marketing strategies that can bring you a 100 or 200 or 300% return on
your investments. You will obviously need some sort of system for asking

people who contact you for the first time where they heard about you. If
you have a larger business, you may even want to set up a separate phone
line with a number that only appears in your ad. If you’re directing people
to a website, you may want to set up a special web page that also only
appears in your ad. This will ensure that you can clearly identify when
people are responding to your advertising. One of the reasons that Radio
and TV Advertising can be so high risk, is that it's very difficult to test it on
a small scale. You should never invest in Radio and TV Advertising unless
it's money you can afford to lose.
4. Your Headline is the TIP

most important part of Which headline is most likely to get the reader’s
your Ad attention:-
In the ad itself the most
important element is the Bay View B&B - Galway
or
headline. The headline is
We offer a good nights sleep and a sea view
either the heading that to wake up to!
goes at the top of the ad
or if there’s no heading Be adventurous with your headlines. Test different
it’s the first words of the
ad. The headline needs to grab peoples’ attention. One change in a
headline can produce a 50-100% increase in response. One of the biggest
challenge that any Internet advertiser faces is getting people to read their
ad – let alone for the ad to produce a result. So the main purpose of the
headline is not to sell your product – it’s just to grab their attention. The
headline should be about your readers – not about you. If your headline has
the name of your business in it, you are probably losing out.
5. Remember APS
There’s a classic formula used by advertisers and it’s well worth
remembering. The formula is APS. This stands for Attention ~ Promise ~
Sell
If you follow this formula in every ad that you write or produce, you will
greatly increase your chances of success.
Attention – the first thing your ad needs to do is grab the reader’s
attention. You achieve this with your headline, graphic or picture.
Promise – once you’ve got their attention, you need to create an interest
in your offering. There is a big difference between being interested in a
product or service and desiring it. You need to convert the reader’s interest
into a strong desire for what you are offering with a promise.
Sell - Even if someone desires what you have, it is not enough until they
take action. At the end of the ad you need a call to action. Tell people
exactly what they need to do to follow through and make it easy for them
to do so. This is where many people go wrong. Even if you have a good ad,
you still need to tell people precisely what to do - how to take action – may
it easy for people to buy.
6. Benefits, Benefits, Benefits

One of the principles that should drive all your marketing communications
~ the BENEFITS of your product or service. Your ad needs to be a personal
communication to the individual reading, hearing or seeing it and it needs
to be about them. It needs to address their needs, desires and fears and it
needs to constantly communicate the benefits of what you are offering.
Nobody will buy anything from you until they have explicitly understood
how they will benefit from what you have to offer. So here’s a useful tip.
When you’ve written your ad, imagine stepping into the shoes of your

prospective customer. From this perspective does the add fully convey
what those benefits are? If not go back and fine tune the ad until it feels
right.
7. Don’t Advertise on a Left Hand Page

if you're doing newspaper or magazine advertising, this one piece of
knowledge can turn an unsuccessful ad campaign into a successful one.
This has been tested again and again. When you read a publication, your
eyes are drawn to the right hand page as you flick through, so statistically,
more people will see your ad if it’s on the right hand page. If you look at
the big national magazines and newspapers, you will see that most of the
large advertisers are on the right hand pages. The few that appear on a left
hand page will be paying less because their advertising agencies know that
less people will see the ad. When you book your ad space, tell them you
want it on a right hand page. Very few people in your position ask for this,
so the publication will normally oblige. If they tell you they can’t guarantee
it – tell them you’ll advertise in a future edition when they can guarantee it.
You’ll soon discover how obliging they can be!
8. Never pay the full rate for advertising

The person selling you the advertising needs to know very early on that
you have absolutely no intention of paying the full rate. Most advertising
rate cards are far too high and you can always negotiate. If you’re a small
business remember that large companies who use ad agencies are buying
based on the readership or audience levels rather than the rate card - so
haggle and negotiate. If you can pay 20 or 30% less for your ads it can turn
an unprofitable ad into a successful one. Here’s another handy little trick to
pay less for your advertising. The closer to the deadline you can book your
ad, the better. Sales teams work towards targets and as the deadline
approaches they get more desperate to fill the ad space. They become far
more open to negotiation. This applies to all forms of advertising. If your
local radio or TV station does not sell all its ad space that they have
available for tomorrow - it's gone forever. If you come along and offer them
a deal at what seems a ridiculously low price, you might be surprised at
how low they're willing to go.
9. Don’t Follow the Competition

One of the biggest mistakes people make is advertising in publications or
on various forms of media just because their competitors are doing so.
Don’t for a minute think that all your competitors are there because their
ads are producing great results. They’re more likely to be there because
everyone else is and most of them wont have a clue whether their
advertising is working. In fact, this is a well known sales trick used by the
people selling ad space. If they can get one or two of your competitors to
advertise, they can call you up and tell you how you’ll lose out if you don’t
advertise too. What they fail to mention is that your competitors probably
never test their advertising, often haven’t got a clue how to promote and
are only advertising there because they think you will. This is a highly
effective way to sustain the advertising industry. It’s not a great way for
you to run your business.
10. Don’t buy into the myth that Advertising is essential for your
Business Success
Now you read this section here's a little secret. Traditional advertising for
small businesses rarely works ~ If you can get it right it works brilliantly –

but generally, advertising is one of the least effective ways to grow a
business. There seems to be a cultural myth that to run a successful
business, you must advertise. Whoever came up with that one is the same
person who said that if you get a university degree you’re guaranteed a
great, fulfilling career. Advertising is just one of many options that you have
in the marketing mix BUT you really shouldn’t be dependent on it.
Why is this important? Because more accommodation owners go crazy with

promotional problems than anything else. So start to think out of the box.

Appendix
Premium Plus
Full Member
Associate
Membership Grades: Comparison Table
Premium
The B&B Network - Membership Features
Annual Membership Fees in € EURO €150 €325 €525 €975
Annual Membership Fees in £ POUNDS STERLING £99 £225 £365 £650
Single Web Page optimised for all major search engines includes
ENQUIRY FORM, photo, description & two categories of room rates P
Listing in Idorla - the Insight Directory of Rooms, Lodging & Accommodation P P P P
Listing in all appropriate Regional, National & International websites
operated by the B&B Network P P P P
Priority Listing above non members or subordinates P P P
Backup of all email enquiries P P P
Featured on appropriate Insight Network Regional & Destination
websites P P P
SINGLE PAGE WEBSITE – photos, description, room rates &
enquiry system P
As above + 6 Page website with commission free booking,
locational map P
As above + 7 Page website - special offers & room allocation
booking system P
Inclusive Annual Domain Name Registration & Domain Hosting
Charges P P P
Web site optimised for all major search engines P P P
B&B of the Moment - Your B&B featured on the home page of
€12 €12 P P
network websites
WIDER INTERNET EXPOSURE for hotels & guesthouses on €12
dedicated websites 5 P
WEBMAIL - Access your enquiries and other email from anywhere €25 €12 P
Full Amendment of Room Rates including date or period blocking €25 €25 P P
COMMISSION FREE Credit Card Booking Engine inc. date or period
€50 €50 P P
blocking, booking management and email response templates
SPECIAL & LAST MINUTE OFFERS only with Credit Card Booking
€45 €45 P P
Option
3 Months Display of Button Advert €90 €90
if ordered at time of membership application/renewal P P
MAP & Location Page (satnav co-ordinates) Printer friendly €25 P P
Automatic Logging of Banner and Off-Line Media Campaigns €25 P
ROOM ALLOCATION on all Online Room Sales - Special Discount
Offers, Last Minute & Packages P
INTERNET BUTTON & BANNER ADVERTISING

Dynamic Banner Initial Setup Charge (Adviews charged as below) €250 €250 €250.
12 Months Button 120×90 pixels Advertising over the whole B&B €
€495 €350
Network 350
€
12 Months Banner or Dynamic Banner Advertising €750 €600
600
For further Membership or other Internet Marketing Services please contact

Insight Web Marketing Ltd - see page
Associate Members On-line Forms
Figure 26: Associate Member Embedded Email Form

Secure Booking Forms
Figure 27: All Members - Booking Form on Secure Server
Figure 28: A Value Break Booking Form

Figure 29: On-line Confirmation of Booking - Guest may print

B&B Network Websites
Success on the Internet is all about traffic. The one big advantage of the B&B
network is that it is part of a growing network of websites that are all interlinked,
directing Internet traffic between each other . Examples:-
 B&B Network UK also directs traffic to the B&B Network Ireland

 B&B Network Europe links to ALL countries
 Red Dot Deals shows members last minute and special offers – linking the
user directly to their website offers page. Regional websites also show local
offers.
 The WHATZON websites in the UK & Ireland provide links to local B&B
Network members for each event .
Just some of the websites working for B&B Network Members.
B&B Network Europe
B&B Network UK
B&B Network Ireland
www.irishbnb.com
B&B Network Wales
B&B Network Scotland
WHATZON website links to local

accommodation for each event
Red Dot Deals

Members Last Minute Offers
Regional Website: Killarney

Email Responses

A to Z of Internet Marketing Terms
A
Above The Fold:- the section of a Web page that is visible without scrolling.
Absolute Link: -- A complete URL that contains the domain name and
extension of a website - normally used when linking to other sites.
Accessibility: - The extent to which a website can easily be accessed by
disabled people and also by search engines.
Ad blocking: - the browser function of blocking of Web advertisements,
typically the image in graphical Web advertisements.
AdViews: The number of times a Internet banner is seen or displayed
AdSense: A Google affiliate programme that allows webmasters to place
Google AdWords on the websites for a commission.
AdWords: - A form of sponsored advertising on Google using pay—per—click
ads to generate targeted traffic to your website.
Ad Space: - the space on a Web page available for advertisements.
Advertising network: you- a network consisting of many Websites that
display advertising, allowing advertising buyers to reach broader audiences
relatively easily through run-of-category or zone and run-of-network buys.
Add URL: - (see Search Engine Submission)
Affiliate: - the publisher/salesperson in an affiliate marketing relationship.
Affiliate Directory: - a categorized listing of affiliate programs.
Affiliate Forum: - an on-line community where visitors may read and post
topics related to affiliate marketing.
Affiliate Fraud: - bogus activity generated by an affiliate in an attempt to
generate illegitimate, unearned revenue.
Affiliate Marketing: - revenue sharing between on-line advertisers/merchants
and on-line publishers/salespeople, whereby compensation is based on
performance measures, typically in the form of sales, clicks, registrations, or a
hybrid model.
Affiliate Merchant: - the advertiser in an affiliate marketing relationship.
Affiliate Network: - a value-added intermediary providing services, including
aggregation, for affiliate merchants and affiliates.
Affiliate Software: - software that, at a minimum, provides tracking and
reporting of commission-triggering actions (sales, registrations, or clicks) from
affiliate links.
Algorithm (Google's): - Google’s secret set of criteria that it uses to analyse
your website and define its search engine ranking position.
AllTheWeb: - (see FAST Search)
Alt Tags / Text: -- Strings of text that are used to describe the images on
websites to the search engines and screen readers. Provides alternative text
when graphical elements, typically images, cannot be displayed
AltaVista: - search engine located at www.altavista.com
Anchor text: - Text on a web page that contains a hyper link redirecting you to
another page.
Animated GIF: - a graphic in the GIF89a file format that creates the effect of
animation by rotating through a series of static images.
Application service provider - provider of applications/services that are

distributed through a network to many customers in exchange for a stream of
smaller payments as opposed to one fixed, upfront price.
Article: - document used to relay information to its readers, and normally
distributed and displayed on other related websites in exchange for a link to
your website.
Ask Jeeves - metasearch engine located at www.askjeeves.com
B
B2B: – A business that sells products or provides services to other businesses
ie. Business to Business
B2C: - business that sells products or provides services to the end-user
consumers ie. Business to Consumers
Backwards Link: - Links from other relevant websites to your website, for
which no return link has to be provided.
Banner Ad - a graphical web advertising unit, typically measuring 468 pixels
wide and 60 pixels tall (i.e. 468X60).
Banner Blindness - the tendency of web visitors to ignore banner ads, even
when the banner ads contain information visitors are actively looking for.
Banner Exchange - network where participating sites display banner ads in
exchange for credits which are converted (using a predetermined exchange
rate) into ads to be displayed on other sites.
Barter - to exchange goods or services directly without the use of money.
Below The Fold – the part of a web page that can ONLY be seen by scrolling.
Beyond The Banner - on-line advertising not involving standard .gif or .jpg
banner ads.
Black hat SEO: - Unethical methods of search engine optimization.
Blog: - An on-line journal used to post thoughts, commentary, news and web
links on a particular subject.
Bookmark - a link stored in a Web browser for future reference.
Browser: - The program used to surf the World Wide Web, access and view
websites. Examples include Internet Explorer, Firefox, Safari, and Opera.
Button Ad - a graphical advertising button, smaller than a banner ad. The B&B
Network displays button ads (120 x 90 pixels) and mini buttons (120 x 60
pixels)
Button Exchange - network where participating sites display button ads in
Buzzword - a trendy word or phrase that is used more to impress than explain.
C
Cached page: - Search Engines stored copy of a web page.
caching - the storage of Web files for later re-use at a point more quickly
accessed by the end user.
Campaign :- A group of AdWords ad groups in your Google AdWords PPC
account.
Cascading Style sheet (CSS): - An external style sheet used to store the
structure and formatting of your web pages.
Click through - the process of clicking through an on-line advertisement to the

advertiser's destination.
Click through rate (CTR) - The average number of click-throughs per
hundred ad impressions, expressed as a percentage.
click through ratio - CTR: - the number of times your ad is clicked on
compared to how often it is shown. Click Through Rate ~the average number
of click-throughs per hundred ad impressions, expressed as a percentage.
Cloaking: - A black hat SEO technique where your website content displayed
to a search engine spider is different from the content presented to the users.
Collective Marketing: - is a process in which members of a group share the benefits
and development costs of their promotional platform - for the good of the whole.
Content: - The information and data provided on your website in its main body
area.
Conversion rate: - The percentage of traffic viewing your website that then
leads to a sale or similar action.
Cookie – a text file sent to a browser (subsequently stored) by a web server
and designed to identify users when they return to the originating website.
Cost per action – CPA: - on-line advertising payment model in which payment
is based solely on qualifying actions such as sales or registrations.
Cost Per Click - CPC: - the cost or cost-equivalent paid per click-through
Cost per thousand - CPM - AdViews or ad impressions.
Customer acquisition cost – CAC: - the cost associated with acquiring a new
customer or visitor to your website.
D
Deep Linking - linking to a web page other than a site's home page.
Description Tag - an HTML META tag used by Web page authors to provide a
description for search engine listings.
Directory: - a website that displays a list of other websites that are grouped
into specific categories.
Disintermediation - the elimination of intermediaries in the supply chain, also
referred to as "cutting out the middlemen." - business-to-customer transaction
processing
Dogpile - metasearch engine located at www.dogpile.com
Domain name: - the name of your website for example www.bayview.com
doorway domain: - a domain used specifically to rank well in search engines for
particular keywords, serving as an entry point through which visitors pass to
the main domain.
Doorway Page: - a page made specifically to rank well in search engines for
particular keywords, serving as an entry point through which visitors pass to
the main content.
Dreamweaver: - a software program used to design an edit web pages.
Dynamic website: - a site where the content is created dynamically (or “on
the fly”) from a database instead of being stored in static web pages.
E
Email: - the transmission of messages over telecommunication technology.
Email Marketing (E-shots): - the promotion of products or services via email.
Email Spam: - unwanted, unsolicited email.
Exclusivity: - contract term in which one party grants another party sole rights

with regard to a particular business function.
External links: - embedded links that redirect to another website from your
website.
Ezine: - an electronic magazine, whether delivered via a Website or an email
newsletter.
Ezine Directory - directory of electronic magazines, typically of the email
variety.
F
FAST Search - search syndication company located at www.fastsearch.com
and www.fast.no -- also powers the search engine located at
www.alltheweb.com.
Favicon - a small icon that is used by some browsers to identify a bookmarked
or tabbed Website.
Favourite - (see bookmark)
FFA - free-for-all links list, where there are no qualifications for adding a link.
First Mover Advantage - a sometimes insurmountable advantage gained by
the first significant company to move into a new market.
Flash -
Flash: - multimedia technology developed by Macromedia to allow much
interactivity to fit in a relatively small file size allowing your browser to display
animations and flash movies.
Form: - a webpage used to collect information from your visitors.
Forum: - on-line community where visitors may read, hold discussions and post
information regarding a specific topic.
Frames: - markup code that allows the dividing of a web page into two or more
independent parts, an example of it can be seen on the B&B network members
administration panel.
Frequency Cap - restriction on the amount of times a specific visitor is shown
a particular advertisement.
Froogle: - a search engine that displays photographs of products for sale
related to your specific search query.
G
Guestbook: - blogging system that allows people visiting your website to
leave the public comment.
GIF89a - (see animated GIF)
Go Network - defunct portal located at www.go.com
Google - search engine located at www.google.com
Goto - pay per click search engine that changed names and is now located at
www.overture.com
Guerilla Marketing - unconventional marketing intended to get maximum
results from minimal resources.
H
Hit - request of a file from a web server – web pages are nearly always made
up of several types of file and loading one web page can result in a number of
hits. (see Unique Visitors)
Home page: - the main page of your website, also called the index or default
page.

Horizontal Market: A general market sector eg. Tourism
Hosting Provider: - a company that provides space on its servers to enable
you to make your website accessible to all on the world wide web.
House Ad - self-promotional ad a organisation runs on their own site / network
to promote other websites, services or products.
HTML Banner - a banner ad using HTML elements, often including interactive
forms instead of (or in addition to) standard graphical elements.
HTML Email - email that is formatted using Hypertext Markup Language, as
opposed to plain text email.
HTML Hyperlink: - a link on a webpage that when clicked upon will display a
different page, the address of which is specified in the link will stop.
Hybrid Model - a combination of two or more on-line marketing payment
models.
I
Impression: - a single instance of an on-line advertisement being
displayed.(see AdViews)
Inbound Link: - a link from a site outside of your site.
Incentivised Traffic: - visitors who have received some form of compensation
for visiting a site.
Interactive Agency: - an agency offering a mix of Web design/development,
Internet advertising/marketing, or E-Business/E-Commerce consulting.
Internal Links: - a link on a webpage that is used to navigate around a
website.
Internet Marketing: - is the function of identifying, anticipating and
satisfying Internet user needs ...profitably. the term marketing is often
incorrectly used to describe the function of promotion or advertising.
Interstitial: - an advertisement that loads between two content pages.
INVISIBLE WEB - the portion of the Web not indexed by search engines.
Ixquick - metasearch engine located at www.ixquick.com.
J
JavaScript: - a scripting language developed by Netscape and used to create
interactive Websites.
Jscript: - Similar to JavaScript, this is Microsoft's Active Scripting for Internet
Explorer
K
Keywords: - the words and phrases used on a website that assist in search
engine optimisation.
Keyword Density - keywords as a percentage of indexable text words.
Keyword Marketing - putting your message in front of people who are
searching using particular keywords and keyphrases.
Keyword Research - the search for keywords related to your Website, and the
analysis of which ones yield the highest return on investment (ROI).
Keywords Tag - META tag used to help define the primary keywords of a Web
page.
L
Landing Page : - the page on which visitors are delivered from external

advertising.
Link Checker - tool used to check for broken hyperlinks.
Link Farm: - a large number of websites that all linked to each other for the
purpose of spamming the search engines.
Link Popularity - a measure of the quantity and quality of sites that link to
your site.
Link Text - the text contained in (and sometimes near) a hyperlink.
Linkrot - when Web pages previously accessible at a particular URL are no
longer reachable at that URL due to movement or deletion of the pages.
Log File - file that records the activity on a Web server.
Log In: - to enter a website by entering either a username or password (often
both)
Log On: - To connect to the Internet via dial up or broadband connection.
Long Domain Name - domain names longer than the original 26 characters,
up to a theoretical limit of 67 characters (including the extension, such as
.com).
Looksmart - Web directory located at www.looksmart.com
M
Manual Submission - adding a URL to the search engines individually by
hand.
Marketing Plan - the part of the business plan outlining the target market and
the marketing strategy for a product or service.
Media Kit - a resource created by a publisher to help prospective ad buyers
evaluate advertising opportunities.
Meta Search Engine - a search engine that displays results from multiple
search engines.
META tag generator - tool that will output META tags based on input page
information.
Meta description: - a meta tag in your website code that is read by the
search engines.
Meta tags: - hidden code in your website that communicates various
information to visiting search engines.
Moderator - at a forum, someone entrusted by the administrator to help
discussions stay productive and within the guidelines.
Mousetrapping - the use of browser tricks in an effort to keep a visitor captive
at a site, often by disabling the "Back" button or generated repeated pop-up
windows.
N
Natural Listings: - the results returned in a search engine enquiry that are
organic or non-sponsored.
Navigation - that which facilitates movement from one Web page to another
Web page.
Netiquette - short for network etiquette, the code of conduct regarding
acceptable on-line behaviour.
Network Effect - the phenomenon whereby a service becomes more valuable
as more people use it, thereby encouraging ever-increasing numbers of
adopters.

Northern Light Search - search engine located at www.northernlight.com
O
Off-The-Page Optimisation: - the element of search engine optimisation that
is provided by backward links and what other websites are saying about your
website.
On-line competition: - the top listed websites that your chosen keywords or
phrases.
On-The-Page Optimisation: - the element of search engine optimisation that
is determined by the content and structure of your website.
Opt-In Email - email that is explicitly given to receive a specific newsletter or
information service.
Opt-Out - (1) type of program that assumes inclusion unless stated otherwise.
(2) to remove oneself from an opt-out program.
Organic Search : see “natural listings” above.
Outbound Link - A link to a site outside of your site.
P-Q
Page View – a request to load a single HTML page.
Pagejacking - theft of a page from the original site and publication of a copy
(or near-copy) at another site.
Page Rank: - a score that Google gives your webpage based upon the quantity
and quality of your inward links. The score is between 1 (worst) and 10 (best).
PPC: - sponsored listings that generate revenue on a pay per click basis. On
Google this can be seen at the top of all more often on the right-hand side of
the organic or natural listings.
pass-along Rate - the percentage of people who pass on a message or file.

Pay Per Click (PPC) - on-line advertising payment model in which payment is
based solely on qualifying click-throughs.
Pay Per Click Search Engine (PPCSE) - search engine where results are
ranked according to the bid amount and advertisers are charged only when a
searcher clicks on the search listing.
Pay Per Lead (PPL) - on-line advertising payment model in which payment is
based solely based on qualifying leads.
Pay Per Sale (PPS) - on-line advertising payment model in which payment is
based solely based on qualifying sales.
payment Threshold - the minimum accumulated commission an affiliate must
earn to trigger payment from an affiliate program.
Permission marketing - marketing centred around getting customer's
consent to receive information from a company.
Pop-Under Ad - an ad that displays in a new browser window behind the
current browser window.
Pop-Up Ad - an ad that displays in a new browser window.
Portal - An entry or gateway website, often in a horizontal market, designed to capture
and redirect visitor traffic. eg. A tourism website that redirects visitors to accommodation,
visitor attractions, car hire and other web pages or websites within a network.

Rate card - document detailing prices for various ad placement options.
Reciprocal links - links between two sites, often based on an agreement by
the site owners to exchange links.
Rectangle ad - any one of the large, rectangular banner sizes suggested by
the IAB.
Redirect: - a technique used on a webpage that will forward visitors to another
page.
Rep firm - ad sales partner specializing primarily in single-site sales.
Return days - the number of days an affiliate can earn commission on a
conversion (sale or lead) by a referred visitor.
Rich media - new media that offers an enhanced experience relative to older,
mainstream formats.
Root directory: - the main folder on a web server where your website is
located.
run of network (RON) - ad buying option in which ad placements may appear
on any pages on sites within an ad network.
Run of site (ROS) - ad buying option in which ad placements may appear on
any pages of the target site.
S
SEO: - search engine optimisation, the process of optimising your website to
achieve a better position within the natural search engine listings.
search engine - a program that indexes documents, then attempts to match
documents relevant to the users search requests.
search engine spam - excessive manipulation to influence search engine
rankings, often for pages which contain little or no relevant content.
Search engine spider: - a robot sent up by a search engine to crawl web
going from site to site via links. This is the first process in indexing your
website.
search engine submission - the act of supplying a URL to a search engine in
an attempt to make a search engine aware of a site or page.
search spy - a perpetually refreshing page that provides a real-time view of
actual Web searches.
self-Serve advertising – on-line advertising that can be purchased without
the assistance of a sales representative.
Server: - the computer where your website is stored on-line and to which your
web pages are uploaded.
shopping cart - software used to make a site's product catalogue available for
on-line ordering, whereby visitors may select, view, add/delete, and purchase
merchandise.
sig file - a short block of text at the end of a message identifying the sender
and providing additional information about them.
Site map: - a page on your website that includes a list of all the pages on that
site to enable good navigation and allow for speedier indexing by the search
engines.
site search: - search functionality specific to one site.
Site submission: - the submission of your website to the search engines.
skyscraper ad: - an on-line ad significantly taller than the 120x240 vertical
banner.

Source code: - this term is often used to refer to the code used to create your
website but more precisely it is the code used to create software.
Spamming: - is the use of electronic messaging systems to indiscriminately
send unsolicited bulk messages. While the most widely recognised form of
spam is email spam, the term is applied to similar abuses such as techniques
used to falsely improve websites position in the search engine listings. An
inappropriate commercial message of extremely low value.
splash page: - a branding page before the home page of a Website.
sponsorship - advertising that seeks to establish a deeper association and
integration between an advertiser and a publisher, often involving coordinated
beyond-the-banner placements.
Static website: - a website that is updated manually either by use of software
or an HTML editor.
stickiness - the amount of time spent at a site over a given time period.
super affiliate: - an affiliate capable of generating a significant percentage of
an affiliate program's activity.
surround session - advertising sequence in which a visitor receives ads from
one advertiser throughout an entire site visit.
T
text ad - advertisement using text-based hyperlinks.
text link exchange - network where participating sites display text ads in
title tag - HTML tag used to define the text in the top line of a Web browser,
also used by many search engines as the title of search listings.
top 10 - the top ten search engine results for a particular search term.
Traffic: - the visitors to your website ~ directed by search engines, directories,
off the page advertising or other means of promotion.
trick banner - a banner ad that attempts to trick people into clicking, often by
imitating an operating system message.
two tier affiliate program - affiliate program structure whereby affiliates
earn commissions on their conversions as well as conversions of webmasters
they refer to the program.
U
Under Delivery: - Delivery of less impressions, visitors, or conversions than
contracted for a specified period of time.
Unique Visitors: - Individuals who have visited a Website (or network) during
a fixed period. (see HITS)
URL: - Unique Resource Locator often referred to as a web address. Also used
Universal Resource Locator and Uniform Resource Locator
Usability: - (see Website usability)
V
Validation: - the process of ensuring that a website confirms to the rules and
guidelines laid by the W3C organisation.
Vertical Banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
Vertical Market: A specific market sector eg. Travel=Horizontal –
Airlines=Vertical

Viral Marketing - marketing phenomenon that facilitates and encourages
people to pass along a marketing message.
Volunteer directory - a Web directory staffed primarily by unpaid volunteer
editors. eg. The Open Directory www.dmoz.org (important to note that this type
of directory has suffered from subversion and control by biased editors)
Vortal: An entry/gateway website in a specific or vertical market eg. “the hotel
sector” - a Portal for a vertical market
W
W3C: - the World Wide Web Consortium: The major influence of rules and
guidelines for web-based content.
Web browser – (see Browser)
Web CEO: - software they use to help analyse and optimise a website and
check rankings. This has been useful software in establishing the B&B network.
Web design - the selection and coordination of available components to create
the layout and structure of a Web page.
Web directory - organized, categorized listings of Websites.
Web Hosting: - the business of providing the storage, connectivity and
services necessary to allow a website to exist on the World Wide Web.
Web Ring: - a means for navigating a group of related sites primarily by going
forward and backward.
Website traffic: - the amount of visitors or visits a Website receives.
Website usability: - the ease with which visitors are able to use a Website.
WHOIS: - A utility that displays the ownership information of domain names.
World Wide Web: -
XYZ
Yahoo – portal and search engine located at www.yahoo.com
ZWORKS - metasearch engine located at www.zworks.com

Glossary of Internet Terms
If you are a newcomer to the Internet, you will be confronted with unfamiliar
terms: browser, bookmark, e-mail, homepage, search engine, and many others. To
make your first steps easier, this glossary explains some of the more important
terminology you may find in the Internet, intranet, mail and news.
Frames: are useful for designing the layout of HTML pages. OpenOffice.org
uses floating frames into which you can place objects such as graphics, movie
files and sound. The context menu of a frame shows the options for restoring or
editing frame contents. Some of these commands are also listed in Edit -
Object when the frame is selected.
FTP: stands for File Transfer Protocol and is the standard transfer protocol for
files in the Internet. An FTP server is a program on a computer connected to the
Internet which stores files to be transmitted with the aid of FTP. While FTP is
responsible for transmitting and downloading Internet files, HTTP (Hypertext
Transfer Protocol) provides the connection setup and data transfer between
WWW servers and clients.
HTML (Hypertext Markup Language): is a document code language, which
is used as the file format for WWW documents. It is derived from SGML and
integrates text, graphics, videos and sound.
If you want to type HTML commands directly, for example when doing exercises
from one of the many available HTML books, remember that HTML pages are
pure text files. Save your document under the document type Text and give it
the file name extension .HTM. Be sure there are no umlauts or other special
characters of the extended character set. If you want to re-open this file in
OpenOffice.org and edit the HTML code, you must load it with the file type Text
and not with the file type Web pages.
There are several references on the Internet providing an introduction to the
HTML language.
HTTP: The Hypertext Transfer Protocol is a record of transmission of WWW
documents between WWW servers (hosts) and browsers (clients).
Hyperlinks: are cross-references, highlighted in text in various colors and
activated by mouse-click. With the aid of hyperlinks, readers can jump to
specific information within a document as well as to related information in other
documents.
An Image Map is a reference-sensitive graphic or text frame. You can click on
defined areas of the graphic or text frame to go to a target (URL), which is
linked with the area. The reference areas, along with the linked URLs and
corresponding text displayed when resting the mouse pointer on these areas,
are defined in the ImageMap Editor.
There are two different types of ImageMaps. A Client Side Image Map is
evaluated on the client computer, which loaded the graphic from the Internet,
while a Server Side Image Map is evaluated on the server computer which
provides the HTML page on the Internet. In server evaluation, clicking an
ImageMap sends the relative coordinates of the cursor within the image to the
server, and a dedicated program on the server responds. In the client
evaluation, clicking a defined hotspot of the ImageMap activates the URL, as if
it were a normal text link. The URL appears below the mouse pointer when
passing across the Image Map.
As ImageMaps can be used in different ways, they can be stored in different
formats.
Java programming language is a platform independent programming
language developed by Sun Microsystems, Inc. (http://www.sun.com) that is

especially suited for use in the Internet. Web pages and applications
programmed with Java class files can be used on all modern operating systems.
Programs using Java programming language are usually developed in a Java
development environment and then compiled to a "byte code". A .class file is
created, which can then be inserted as a "Java Applet" into HTML pages.
Several .class files can be combined to a single .jar or .zip file. A Web browser
that supports the Java class files can compile the Java programming language
code immediately after receipt without the user having to unpack the archive.
Plug-In: Extensions providing additional functionality in Web browsers are
referred to as Plug-Ins. Plug-ins, generally speaking, are software additions to
particular applications which provide enhanced functionality. Often import and
export filters for various file formats are stored as plug-ins in a plug-in directory.
Proxy is a computer in the network acting as a kind of clipboard for data
transfer. Whenever you access the Internet from a company network and
request a Web page that has already been read by a colleague, the proxy will
be able to display the page much quicker, as long as it's still in the memory. All
that has to be checked in this case is that the page stored in the proxy is the
latest version. If this is the case, the page won't have to be downloaded from
the much slower Internet but can be loaded directly from the proxy.
SGML stands for "Standard Generalized Markup Language". SGML is based on
the idea that documents have structural and other semantic elements that can
be described without reference to how such elements should be displayed. The
actual display of such a document may vary, depending on the output medium
and style preferences. In structured texts, SGML not only defines structures (in
the DTD = Document Type Definition) but also ensures they are consistently
used. HTML is a specialized application of SGML. This means that most Web
browsers support only a limited range of SGML standards and that almost all
SGML-enabled systems can produce attractive HTML pages.
Search Engines: provide an interface to search for information on the World
Wide Web. Information may consist of web pages, images and other types of
files. Some search engines also mine data available in newsgroups, databases,
or open directories. To index their contents, search engines operate
algorithmically or are a mixture of algorithmic and human input. Meta search
engines simply reuse the index or results of one or more other search engines.
Web Directories: Although often similar in user function to search engines,
these directories are maintained by human editors.
Tags: HTML pages contain certain structural and formatting instructions called
tags. Tags are code words enclosed by brackets in the document description
language HTML. Many tags contain text or hyperlink references between the
opening and closing brackets. For example, titles are marked by the tags <h1>
at the beginning and </h1> at the end of the title. Some tags only appear on
their own such as <br> for a line break or <img ...> to link a graphic.
URL: - Unique Resource Locator often referred to as a web address. Also used
Universal Resource Locator and Uniform Resource Locator.

Index
A to Z of Internet Marketing Terms.........................................................................38
B&B Network.............................................................................................................2
B&B Network Websites...........................................................................................36
booking engines........................................................................................................2
Collective Internet Marketing....................................................................................2
credit card security ................................................................................................10
Data Security............................................................................................................8
Ergonomic Forms......................................................................................................8
Ergonomics & Usability.............................................................................................8
How to Find the B&B Network Office......................................................................18
Insight Network.........................................................................................................9
Internet Marketing....................................................................................................7
Map - How to Find the B&B Network Office............................................................18
Market Research.......................................................................................................7
Membership Levels...................................................................................................7
portal........................................................................................................................2
Search Engine Optimisation - SEO............................................................................8
Secure Booking Forms............................................................................................34
stealth advertising....................................................................................................2
The B&B Network......................................................................................................2
vortal.........................................................................................................................2
Website Design & Development...............................................................................7

List of Figures
Document Graphics
Figure 1: Associate Members Webpage....................................................... ...................3
Figure 2: Full Members Website............................................................................ ..........4
Figure 3: Premium Member Website................................................................. ..............5
Figure 4: Example of a Guesthouse website.................................................. .................6
Figure 5: Typical Banner Advert - linking directly to website................................ ...........9
Figure 6: Dynamic Banner - Message to the right can be changed at will.......................9
Figure 7: Killarney Hotels website - example of dynamic banner advertising..................9
Figure 8: Password Protection................................................................................ .......13
Figure 9: Menu Expands........................................................................... ....................14
Figure 10: Bookings Menu..................................................................... .......................15
Figure 11: Edit & SAVE your Terms & Cancellation Policy................................... ...........15
Figure 12: Rates Menu............................................................................................ ......16
Figure 13: Hover over a room icon................................................... ............................16
Figure 14: Marketing Tools.................................................................................. ..........17
Figure 15: Important Websites.................................................................................... ..17
Figure 16: The Help Menu.......................................................................................... ...18
Figure 17: Office Details.............................................................................. .................18
Figure 18: Create a Last Minute Internet Rate....................................... .......................20
Figure 19: Example - Edit a Value Break....................................................... ................21
Figure 20: Post special offers at any time....................................................... ..............22
Figure 21: Click Start Date ~ Click End Date & SAVE ~ its that simple.........................23
Figure 22: Handling Credit Card Bookings......................................... ...........................24
Figure 23: Check your Webpage or Website performance............................................ .25
Figure 24: Up to date International Exchange Rates - convenient for you and your guests........25
Figure 25: Check the performance of your off site media promotion............................26
Figure 26: Associate Member Embedded Email Form............................. ......................33
Figure 27: All Members - Booking Form on Secure Server......................................... ....34
Figure 28: A Value Break Booking Form....................................................... .................34
Figure 29: On-line Confirmation of Booking - Guest may print..................... ................35

B&B Network Contact Details
The B&B Network Management
Insight Web Marketing National Tel: 064 54094

Ltd International Tel: 00353 64
Killaha, Killarney 54094
Co Kerry Email: info@bnb-network.com
Ireland Website: www.bnb-
network.com
UK Office National Tel: 07765807751
Minehead, Somerset Email: uk@bnb-network.com
Michael Sharpe DipM MCIM Managing Director

Internet Marketing - Research and
Strategy
michael@iwml.com
Assumpta O'Shea BSc General Manager
Internet Services Co-ordination
Email: aoshea@iwml.com
John Dicker Dip ICM Senior Consultant Web Design
Accommodation Sector
Email: john@iwml.com
Owen Franssen NSA Technical Services Manager
Web Application Solutions –
Development
Email: owen@iwml.com
Maura Slyne Accounts: Sales Invoicing - VAT –
Salaries
Email: accounts@iwml.com

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ADMINISTRATION PANEL

MARKETING TOOLS MANUAL

Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 1

The B&B Network - An Overview

Page 2 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 3

Page 4 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 5

Rates Page – Latest Deals

Page 6 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 7

“Internet Marketing is the business function of :-

Identifying, Anticipating and Satisfying Internet user needs

The Multidisciplinary Approach

Website Design & Development:

Page 8 Copyright 2009 Insight Web Marketing Ltd

Ergonomics & Usability:

Search Engine Optimisation - SEO:

Appreciating Modern Internet Users

Copyright 2009 Insight Web Marketing Ltd Page 9

Marketing Power at your finger tips

Figure 5: Typical Banner Advert - linking directly to website

Figure 6: Dynamic Banner - Message to the right can be changed at will

The Insight International newsletter broadcasts Irish tourism news to over

Page 10 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 11

People are LOOKING FOR and EXPECTING a better

Sell What People Want

Page 12 Copyright 2009 Insight Web Marketing Ltd

eg. Room for Two People €75 per night

Internet Sales Strategy

Internet Rates There are 4 different types of Internet rates to suit

Copyright 2009 Insight Web Marketing Ltd Page 13

Room/General This facility assumes a ‘room or availability’ enquiry

Page 14 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 15

Page 16 Copyright 2009 Insight Web Marketing Ltd

Page 18 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 19

Page 20 Copyright 2009 Insight Web Marketing Ltd

Contact the B&B Network

Copyright 2009 Insight Web Marketing Ltd Page 21

Reminder: the 4 different types of Internet rates.

Standard Internet Rates

Page 22 Copyright 2009 Insight Web Marketing Ltd

Last Minute Internet Rates

Copyright 2009 Insight Web Marketing Ltd Page 23

NOTE ! In the price box DO NOT enter currecy symbols only.

Page 24 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 25

Figure 20: Once set up a special offer can easily be edited

Page 26 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 27

Most websites force the guests to check

Page 28 Copyright 2009 Insight Web Marketing Ltd

Figure 22: Handling Credit Card Bookings

Copyright 2009 Insight Web Marketing Ltd Page 29

Figure 23: Check your Webpage or Website performance

Page 30 Copyright 2009 Insight Web Marketing Ltd

Copyright 2009 Insight Web Marketing Ltd Page 31

Page 32 Copyright 2009 Insight Web Marketing Ltd

PROMISE Your promise maybe a simple price reduction. Campaigning on

SELL "Selling" is basically overcoming objections and the secret to on-

B&B Network Members Manual

B&B Network Members Manual