What Local Digital Marketing can do to this Resort in Amba, near Kolhapur, Maharashtra

Recently, we had been to a resort owned by a friend of us, Sanju Mangave, owner of the “Anandi Vihar Holiday Homes and Resort”, situated at a beautiful location, on the Amba to Vishalgad Road, some 60 kms Away from Kolhapur, 250 kms from Pune. It’s a perfect hide out for a couple of days, completely isolated.

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The owner, being a childhood friend of Swati, my wife, was more warm and could really share time with us as it was not a week-end. He, not only took us around the place himself, but also shared his entrepreneurial journey. He was very proud (and why not) to share his achievements and more so, about how he built the resort, how were the initial times and how the situation today.

He runs the Resort just on the Word of Mouth Marketing !

Like many others, he too is very satisfied and rated highly in the near circles. That’s how, thousands of businesses are running locally. The Word of Mouth Marketing. Satisfying the guests, they referring others, over and over again. Very happily he says “I have been doing no advertisements and still I get very good business!”.  So true.  And this is the way it should be. What you do as an offering is the soul, heart of your business. You should do that right, in the first place.

What the Online World says about his resort ?

Did not look like applying Digital Marketing, as he neither mentioned nor showed much interest. He was aware about my occupation, still he was not so much for it. He gets good business his own way, so this subject may be secondary to him. So I decided to see as to how the Online World (The world operating behind you) thinks about his resort.There will be 2-3 ways people “Rate” you :-

1. Checking “Reviews” Directly about the Name of the Place

These are the people who are referred by near connects & do reserve their choice to validate before actual purchase. So, they will go to Google first & check the status of the business. These people may not be Geeks, but believe to check everything before buying. The go to google.

Results from the Desktop Search :-

Review Desktop - Digital Marketing, Google My Business, Reviews, Case Studies, Pawankhind, Kolhapur, Anandi Vihar, Sanju Mangave, Resort On Amba Vishalgad Road

Results from Mobile Search :-

Digital Marketing, Google My Business, Reviews, Case Studies, Pawankhind, Kolhapur, Anandi Vihar, Sanju Mangave, Resort On Amba Vishalgad Road

If you check both the searches, you will notice …

1. In both, the Google Local Results are very prominent. These are Google My Business (GMB)”  Listings.
2. In Desktop, You see only the Paid Ad above that, in Mobile GMB is at the Top.
3. They occupy almost 2/3rd of the screen.
4. After these results will come all others , except the Google Image Results.
5. The Review Score. People do check these.It is 3.1 currently. It is not a very great score on the basis of Online Search. It is not an indicator of whether the resort is Good or Bad, but it’s an aggregate score. Some people post Good (4-5) while some post bad (1-3) , this is an average of various scores.
6. Not a single person has posted a “5” star, not even the owner (Online non-savvyness).
7. Not a single person has posted any description. (I shall be posting after this)

# Here itself usually an opinion is formed. If not, the person might go to the website of the resort.

2. Checking the resort’s website. Clicks on the “Website Button”.

As said, the online savvy people do take this step.

Result from Website Visit (As on 28th Oct 2017)

Digital Marketing, Google My Business, Reviews, Case Studies, Pawankhind, Kolhapur, Anandi Vihar, Sanju Mangave, Resort On Amba Vishalgad Road

The Domain has expired, hence no question of a website. This is not new, 1000s of local businesses have noseriousness about the domain name or their websites.

# Here chances of visitor going to other places increase.

3. Checks other options available :-

Now, at this point, the visitor goes to other options, so he changes his search terms & uses “Holiday Resorts in Amba Ghat”, now there results flash :-

The top portion is Ads, next comes the GMB Listings. Here, if we take a quick review, we find :-

1. There are some 11 listings in all.
2. “Vanashree Resorts” Tops the list with 20 Reviews and 4.1 Average score. “Vanavisava” Resort has 28 reviews, & has 4.3 Score but displayed below this. Read More About Review Scores & How they are calculated :- Click here…
3. “Anandi Vihar” is at the Bottom of the list.
4. The most popular “Pawankhind” resort, thought not on top, has 79 reviews, with 4.4 average score.
5. “Sawai Mansing” resort enjoys 4.8 review score, but has just 5 reviews.

At this point, the visitor is tempted to see the listings of the 3 of them( Vanashree, Pawankhind, Vanvisava & Sawai Mansingh ).

Let’s see what are the results telling us :-

1. Vanashree Resort :-

Displays Price.
Website : Working
Information on Website :
Appropriate

Reviews :

a. On Website :- No.
b. On GMB Page :- Total 20 Reviews, 1/2 of them are Descriptive. Average Score 4.1
c. Responded :- No.

Available on other portals : Yes, Make My Trip.

2. Pawankhind Resort :-

Does Not Display Price.
Website : Working
Information on Website :
Non Friendly

Reviews :

a. On Website :- No Question.
b. On GMB Page :- Total 77 Reviews, 80% of them are Descriptive. Average Score 4.4.
c. Responded :- No.

Available on other portals : No.

3. Vanavisava Resort :-

Does Not Display Price.
Website : Working
Information on Website : Appropriate

Reviews :

a. On Website :- Yes
b. On GMB Page :- Total 28 Reviews, 80% of them are Descriptive. Average Score 4.2
c. Responded :- No.

Available on other portals : MMT

4. Sawai Mansingh Resort

Does Not Display Price.
Website : Working
Information on Website : Appropriate

Reviews :

a. On Website :- No.
b. On GMB Page :- Total 5 Reviews,
c. Responded :- No.

Available on other portals : No.

5. Jungle Resort :-

Displays very high Price (36,000 +)
Website : Working
Information on Website : OK, Poorly Maintained

Reviews :

a. On Website :- No.
b. On GMB Page :- Total 55 Reviews, 80% of them are Descriptive. Average Score 4.3
c. Responded :- Not all, but some-Yes.

Available on other portals : No.

6. Anandi Vihar (In Comparison with Top 5 above)

Does Not Display Price.
Website : Not Working
Information on Website : —

Reviews :

a. On Website :- —
b. On GMB Page :- Total 7 Reviews, 0% of them are Descriptive.Average Score 3.1
c. Responded :- No.

Available on other portals : No.

Conclusion :-

1. Anandi Vihar need not loose it’s “Personal Touch” , please continue that !
2.They should update their website immediately and a special “Testimonials” page.
3.Contact previous satisfied customers (Pick top 10-20)& upload their Video Reviews in addition to the Text Reviews. Even On Telephone audios also help a lot. Whatever form the customers agree, it should be a top priority.
4. Parallely, get your GMB Page in a proper way , keep updating it on a regular basis. Now #GMB also introduced “Posts”. Connect your website to it properly.
5. Start Collecting Reviews from new customers. Ask them to #Reviews on Google My Business. #GMB
6. Start responding & attending each and every review posted.

If you start tracking the results, you will see a good difference over a period of time. After all it’s all about doing things and making it a habit with the changing ways of consumer behavior. If you don’t respond, you will be the looser !

One comment

  • Nice and useful case study. In this age of digitalization, one can not run any business only on word of mouth publicity. The coming days are transforming digital marketing in India also and taking the call at the right time is going to benefit in the competitive world. It’s totally insane if a businessman, who is doing good business with traditional way of marketing, neglects the most powerful digital marketing.

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