Transform Your Bookings with Strategic Creative Communications

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So, hi, welcome back to the Boostly podcast. This is the podcast that gives you the tools, the tactics, the training and most importantly, the confidence to go out there and get yourselves more direct bookings. My name is Liam Carolan, I'm the co host of this podcast and we do a series called the Spotlight series where we look at businesses, people in and around, well, everywhere in the world these days. But for this particular guest, we're based in the UK and we're really diving into her story, we're diving into video production and what you can do by listening to her story within your hospitality businesses. So our guest today is Gillian Davies. She's the director of Contour, which is a communications company. She's got an awesome resume of professional work. She's worked for itv. You can go onto the website and you can see her presenting the weather and doing all sorts of production and amazing Things. So I'm really excited to dive in today to learn from Gillian's experience and things that we can do to take into our own hospitality businesses and in life in general. So welcome along Gillian. Thank you for joining me.

Thank you so much for having me. I'm very excited to be, be here and yeah. Still love the weather.

Yeah, yeah, absolutely. I said my other half absolutely loves the weather. Literally. She talks about the weather app all the time. Yeah, there is, I'm one of them people who no matter what the weather is like, I literally was like, it doesn't affect me. Like although some of our US guests were saying they get tornadoes and all sorts so they've got to.

Oh yeah, well that's a different kettle of fish over there, isn't it? Over there we, I was there, I lived to live through. Sounds very dramatic Hurricane when we were on her honeymoon in Cuba, a category forward. It was amazing. It was incredible.

Oh that is, yeah.

But not for the faint hearted.

But not at all. We're very lucky here in the uk most of the time bar is gray and drizzle most of the time, isn't it? So Gillian, what would you like the listeners who are tuning in to learn in the next sort of 20 or 30 minutes, what would you like them to take away from, from your story and from the podcast?

I think probably the most important thing is to just getting the basics right. So if you're in hospitality, which most of your listeners most certainly are, I think lots of people tend to over complicate things, tend to overthink things, especially when it comes to marketing. And actually it can be really, really simple and comes down to a few probably quite basic points and consistency being consistent with what you're delivering marketing wise and also being true to your brand making who are you? Do you know who you are? So a lot of people when you really, really drill down, they actually really struggle to tell you who they are, who they're targeting, who their target market is. So if you can figure all that out, then you're onto a winner and, and then it's just about sorting out your marketing strategy and everything that goes with it 100%.

I mean this is the number one lesson that we speak about, which is know who you're selling to. Ultimately I know who your market is and I couldn't agree more. When it comes down to what I've seen from the website and from, from the, the bio and, and even just having this chat before we've, we've hit record, it's clear that you absolutely love what you do. Why is it important to you, this business and the career? How did you come to. To be doing what you're doing at the moment?

That is an excellent question and there are many different answers. I'm trying to decide which was the most appropriate for you and which one I should share, which one I'll get shouted at for sharing. So I did work in journalism for a really long time, about 15 years, across many different aspects of it, and absolutely loved it was my lifelong dream. But then I had children and I was on the road a lot. I wasn't seeing them. So I also got a little bit disillusioned with journalism and I wanted to. I still wanted to tell people stories. I'm very much a human journalist. I love telling human stories. For example, all of the politics, for want of a better word, rubbish that's going on at the moment. I don't really have much of an interest in it. I like to tell human stories and get to the bottom of what. What real people are doing. And that was why I used to, before getting up, to go to ITV super early in the morning, to get about half four. And that's how Contour started. We early mornings, late evenings, until we actually got some bites and people started to really trust us and trust in what we were doing 13 years ago. And we've kind of grown from there. And why it's important to me, I think, is because I'm passionate about it. I'm passionate about people I'm passionate about and I have a genuine interest as well. I think you have to, when you do this, when you have a genuine interest in people and you can talk to people like we're talking now, and you're really interested in what they're doing, you get more out of them. And if you can ask lots of questions. And I am constantly being. We like to swear, taking the.

Yeah, yeah, you can. You can do anything.

On the Boostie podcast, people constantly take the mick out of me for asking too many questions. But it's absolutely vital in this industry to really get to the heart of what you're doing. And we, we were just filming over the last couple of days and just through talking to a guest at a hotel, we got to know all sorts of little bits and pieces about the hotel that actually, when I spoke to the manager about it, she wasn't aware of herself. And we were able to use that in the filming. We were able to use that to really bring out their story about why their hotel's so Fantastic. And they'll be able to use that in ongoing marketing going forward. So, you know, primarily these days I make videos for across a few different sectors. One of our biggest is hospitality. We work across lots of different luxury hotels, which is, everybody says, oh, that's wonderful, nice job if you can get it. But unfortunately we work very hard so we don't often get to enjoy the perks other than meeting the incredible people behind these places and getting to tell their story and really trying to bring it out. And when you've got that, when you've got it and you capture it like that, you can use it across many different platforms, use it in your public relations. You can use it, you know, across your website, you can use it across your social media feed. But it's, it all comes back to knowing who you are and having confidence in knowing who you are and having confidence to shout about who you are and letting people know why you're different, why you're unique. Why should people come and stay with you as opposed to the very lovely hotel down the road? And it might be as simple as, because you're a family run hotel who has a wonderful chef who's been with you for years. Your staff retention is wonderful because you treat them really well. That matters to people. So, you know, it's about drilling down to why you're amazing and how we can portray that. And sometimes people tell me why they think they're amazing and it's terrible and we have to say no, we have to rethink that. That's not going to sell anything. And actually we always get to the bottom of it. There's always something.

Do you know, it's, it's so funny you mentioned the hotel owner who was just talking about the stuff behind the scenes and that actually becomes part of the content. And before we went live, we were saying that there's so many people and you know who you are. If you're listening to this and you're worried about getting on a Facebook Live to promote your business or the producer video for your website, then ultimately is sometimes some of the just day to day documenting and the day to day kind of what goes on in the scenes, which really shows special things. I mean, I was talking to a host last week and she said, yeah, because I was talking about the goats. I go, oh, the goats are cool for your website. She goes, yeah, I just use that to do the goat yoga. And I was like, the what? Goat yoga. And she uses these. The goats stand on people while they're doing yoga. Basically. And I was just like, that's what you need to be talking about. Because that is, that's different. A special, you know, like. And something which only they do.

So, and it is about again, it comes back a lot of the time for us to listening. So the amount of times we've been in a hotel, so our services across content. We started the PR company and then over the years we've developed video production, digital and design and all of those kind of go together. It's great. So a lot of people cherry pick all of those different services. But we were filming in a hotel and this has happened many, many times and a guest was overheard by one of our cameramen talking about an incredible bit of history of the hotel and, and how they come back every year. Because it was, I think it was that their grandmother had holidayed there and Nowhere else for 70 years with her husband. Nowhere else. And that story, he then brought the story back. Wheelies. With our PR team, we drafted the press release and that story went national and local for months. We had the one show come out to film with them. We had all sorts of different newspapers nationally and locally pick it up. But the hotel didn't see that as a story. And that's part of the thing. A lot of people think they're good at communications and sometimes they, they really can be. But part of the skill in what we do is recognizing that story in the first place. We just did a story last week of two women who have been holidaying at the same hotel locally for a really long time and they happened to bump into each other and they work with each other 40 years ago and they always came to the same place. And that story's gone national as well. That's appeared in all sorts of things. Cosmopolitan, I think it was in the Guardian later on this week. And because we listened and because we happened to hear that that was going on, they didn't think it was a story, they thought it was a non story. So part of the skill is knowing where the story is. Like your goats. I mean, lots of people are doing stuff like that now, but if you position it correctly and you know the right people to talk to as well and you're able to harness it. So for example, if you're doing yoga with goats, let's get the camera crew down there to film you doing yoga with goats. And, and there's content for you on your social media feed for the next six months. There's content for you on your website. So people coming along to look at it Know that they've got that to do if they want to when they come and stay. There's content for you for your newsletters, when you're sending it out to all your customers to let them know what you're doing. And it's just about maximizing excellent stories when you come across them and really making sure you harness the power of them across all the different areas that you're able to.

And we've come to. I mean, I've seen on the website you started it with, Was it David 10 years ago? Something like that, as you know.

And around there?

Yeah, around there. I mean, it's amazing because the amount of hosts who come to me who need help with social media assets building. And when I say assets, I mean that when you've got video recorded and stories and content, that stuff stays for many, many years, right? Once it's on your website and once you've captured that story, that is a real asset to the business, which is unique to your business. And there's so many hosts who come to me who go, hey, I don't really know what to post. I don't know really what to say and what you're saying here. And the lesson that I'm taking away from this is that actually some of the stories we don't think are stories could be stories, like if there's a reason you started the business or if there's a reason, you know, a particular guest always comes back. You know, like there's. The great thing is about hospitality because we have so many touch points with the. The guests that ultimately the stories, people bring the stories to us a lot of the time. Unlike, say, office, you know, which is. Remains the same staff year after year, we've constantly got different people coming into our business. Celebrities, you know, some people, you know, and all sorts coming in and great stories to be able to share. So I really like that point.

I think the key there is, from everything you just said as well, is humanizing things. You know, your guests are all human, your guests all want an experience, probably all want a different experience. For a lot of people, your hotel won't be for them, but a lot of people, if you market it right, you're going to really hit the nail on the head and entice people in through those human stories and people being able to connect with you. So, for example, if you're hugely into making sure that you're doing everything you possibly can for the environment, make that a really big thing. If you've got guests that are coming year after year. Let people know that because it's interesting and, and they want to know what you know. That's, that's a. What does it take for somebody to book the same hotel year after year after year after year for their entire life? People love that sort of stuff. They love to know that. Why? And they love to know your staff as well. So get to know your staff, make sure you know your staff. And the really good hotels know their staff and they know what they're doing and they know their background and they know what they're good at. So they can use that to enhance guest experience. Which ultimately is what it all comes back to, isn't it, is guest experience. Because you want that guest to go away and tell everybody what an amazing time they've had and hopefully be that guest that comes back year after year. But it all comes back to the human stories and harnessing those. And when you see them, and you're right, you get celebrities, they can be trickier because quite often they want to come for and be nice and private, which is absolutely fine. But just chatting to your guests and chatting to your staff because it'll be your staff probably more than anyone else that get to know your guests. And that's why we make a point wherever we go of really chatting to people. Because I'm not kidding, nine times out of ten you go in and you spark up a conversation with somebody in, you know and ask the right questions, you'll get an absolute golden nugget. Nine times out of ten we come away with something that the general manager didn't even know, like over the course of the last week and we were able to let them know and you know, it's could potentially be a wonderful story for them.

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And it's clear as well how it's helping hosts of, of these hotels and business owners and how people can take this and put their into their own business. So if there's a host who's listening to this thinking, well, I'd like to have more video content. What would you say to them about the choice between just getting started with what they've got now, like just a good quality phone and that sort of thing versus high production value? How important is the hey, just get started because you need to start recording stories and assets versus hey, when you record, make sure it is high quality equipment and actually looks professional. What would your advice be around that?

Yeah, so I think that very much depends on who you are as a business and the quality of the service that you're trying to sell. I would always, always advocate quality over quantity. I would. I run a video production business, I want to sell my services. But genuinely, if you have the ability to get in a team who will come and who know what they're doing on a specialist in the sector, that's important as well. Especially if, if you have guests, you need people who can come in and work around your guests and appreciate that your guests are the number one. They're important, but are still able to guide you into how to get the very best content. I would absolutely do that because from one filming day you can get a video from your. As long as you organize it properly and plan it. You can have a video for your website, you can get multiple videos, short snippets. We've just done our editor just today as I was out filming piece together 12 and a half minute piece for a website and nine social media clips that will serve our client for the next six months. You can use it for external communications, in newsletters, backlinks, for press releases. But having said all of that, if you are just starting out and the budget isn't there, then do something rather than nothing. I think you know, there are plenty of incredible social media sites out there, aren't there that you can really push your business on as and when you get the opportunity. Do it professionally, do it well. Google loves a well made video. We all know that your SEO will thank you. But if it's a choice between doing something or doing nothing, do something.

Absolutely wise words, 100%. And one of the things which we spoke about before recording was that I've seen on the website your videos for staff and how professional it is. And we mentioned a little while ago that you can do videos for your staff but actually it instantly, because people buy from people, it instantly puts you at ease. And especially in hospitality, it's really important that if somebody is choosing between your hospitality offer in your hotel, your short term rental versus somebody else's, if they're able to feel more comfortable, the trust goes up. And with trust more likely bookings are going to come through the door providing you know the price and the, the offering is right, isn't it? So I really just like that idea. So we should really cover some of the things. I know Contour does, does quite a lot of services just cover the broad range that, that you guys cover. I, I know you're part of the, the video production side of things, but I know you've got a larger team now. Just cover what can somebody expect if they were to contact the company?

Our absolute why people come back to us. We've worked most of our clients we work with for years. We don't work with people on a short term basis. We work with people for years because we absolutely accept nothing less than excellent customer service. And especially on the video side, we find people come back to us time and time again because we are really good at communicating with them, letting them know what's going on and having an excellent level of customer service. I think I want to go back to something. Your last point actually that you were talking about when you've got getting staff onto videos. Sorry to jump back but I think it's really important to say that don't think if you're putting somebody on film, don't think that person has to be the general manager, don't think that person has to be the boss. If that person, they might be excellent at their job, but if you put them in front of a camera and they're a bit stunted or, you know, we've all met them. They can be the nicest people in the world, but outwardly personality is maybe a bit lacking. Fantastic at their job, wonderful at their job, but maybe the personality isn't there. So when it comes to video, I think don't ever be frightened to get somebody who isn't, you know, top tier level on your team to really show off your hotel or your rental property, whatever it might be. Don't be frightened to get somebody who has a, you know, real. They have to have passion for the business, so long as they got passion for the business and a bit of charisma. Absolutely. Put them on camera, having them, have them interview your, your general manager, get them to delve in and really get to the heart of what your guest wants to talk about and show the personality of your business because it's. You need to make sure that it's coming through however it's going to do. It doesn't always have to be the top dog.

No, it makes sense. And there's so many good people in our business to celebrate. I mean, you know, I've got staff within my business, which I, I think, hey, they'd be great on camera and just, just to show off their personality and they'd enjoy it. I mean, it makes work fun. Right. And, you know, it's important to. There's so many places take themselves so seriously and it's fun to have people on video and, and to be communicating. Right.

So, yeah, and as you said, people buy from people. So if they can see that you as a team are constantly striving to do the right thing, what are you doing, especially as a hotel, what are you doing for your local community? I mean, a. It makes you feel good. That's the priority. If you're helping the local community and you're a hub for your local community, it's great pr, it's fantastic. You can use a lot of it. No such thing as a, as a selfless good deed, is there, to quote is it Phoebe and friends? So if you are able to really be the hub of your community, you can harness it for so many different reasons and do a lot of good all at the same time. So, again, it comes down to really knowing your brands, nearly really knowing who you're trying to be, where you're trying to go, and not being frightened to, you know, really push ahead with it and be consistent with it 100%. Be consistent with it.

One of My mentors, and I've said this on a few of the podcasts, but one of my mentors, and this stays with me, says that your niche should be an inch wide and a mile deep, so you should know and serve your customers in the best way you possibly can and know who you serve. And that is just so important, isn't it? And I think when you have a production company, when you, when you have somebody come and look at your business sometimes, and this is somebody called it bad breath in a lift syndrome. Sometimes you can't see what you're doing well and what you're doing badly. In the same way that when you're in a lift, you don't know if you've got bad breath, but you can smell it if somebody else has. So you can tell somebody else was wrong and could be changed. And this is the same thing about our hospitality businesses, is sometimes it's really good to get people in to talk about what we're doing well and to see what we're doing well, because sometimes we're just too close to it. Does that make sense?

It makes 100% sense, I think so. We have always, very, very early on, we fell into a niche. And our niche initially, for the first good few years was health and social care. And we know the health and social care sector. And then we started because of our work with care homes, luxury care homes, terrible care homes. We start getting asked to do hotels because it's very similar, slightly different clientele, but very similar. And slowly but surely that has become another niche. We've got three, we've got health and social care, hospitality and probably construction. We're starting to get a bit of a name in as well, which is fantastic. But that's so important to know who, again, we're coming kind of background, aren't we, to really delve into who you are, what's important to you as a hotel, what's important to you, to your guests and to your team. Your team have to buy into what you're doing. So you have to be able to. It's not just about the external communications. The internal communications are hugely important. There's no better advocate for your business than your, you know, if you're lucky enough to have 50 plus staff, however many staff, get them all on LinkedIn, shouting about how you know what they're doing, make it part of their weekly thing, that part of their job is that they have to post on LinkedIn once a week. Tagging the hotel, tagging the property that you're renting whatever it might be, use them as advocates to shout in the community, but they have to be proud of what they do. Which again, for me, all comes back down to communications. If you're communicating with your staff well about where you're going and what you're wanting to achie, it's going to make getting them on board a whole lot easier. And there's a myriad of different ways to do that, but your staff are your golden angels, the ones who will, if you treat them right and you talk to them properly and communicate well with them, they will really spread the word of what an incredible, incredible things you're doing.

Absolutely. And do you know, I get the feeling that with your, your business and you really understand who you're serving and how you're serving it well, and this is helping us to, to, to understand our business as well. There's going to be people listening to this podcast. I mean, we, we've got people based in the us, people based in the uk. Who would you say would be ideal? Who's listening to this? Who would be somebody who you'd like to reach out to your business? You know, what, what does their business look like? Who, who are they? Who is your kind of target guest or target customer?

In the hospitality sector, certainly we work primarily with the luxury sector, so, so spa hotels, but I mean, we have worked across the board and primarily that's been the UK and Ireland, a couple of European. But we really understand that sector. We know how to show it off. Well, I think they tend to understand that. They tend to understand the importance of, of a really good video or really good bit of PR or a really good bit of graphic design. I mean, all of which can, can make or break. And the importance of things like crisis communications, it's not just about, you know, picking up the phone when, when a problem hits. Your staff need to know what to do before a problem hits and be able to manage it to a point that they can get it to us and we can take over. So we work very well with those kinds of institutions, but we've worked across the board, so, you know, we're lucky enough and actually, sometimes some of the funnest ones to work with are the ones that need a little bit of work and need a. I've been in hotels before, where I've been before, we can do anything. Cleaning all their windows and, you know, cleaning their signage. Oh, my gosh. Clean your signs. Clean your signs. If you can't clean your signs, what does your kitchen look like? What does that say to, yes, clean.

The signs and as well, weed the front. Don't have weeds coming out of pots. As in, there's nothing that. That's the first time took over a property and the first thing we've done was just replace the plants at the front and make it look really nice from the curb because how easy was.

That and how long did it take?

It cost less than 100 quid for nice tall plants. Nice, you know, sort of. And the, the baskets or the, the vases or whatever, they are already there, the pots. And it just made it, it felt different instantly, you know, and like say, wiping the front door, you know, like actually wiping it so it's clean. I mean, this is, it's close to a busy city center, but is a really nice period house. So ultimately this, you know, that's the.

Other thing that I'm very much considering going into, very much joking, but I'm not sure Alex believes he has anything on me. The amount of hotels into. And you, you can tell pretty much instantly. It's the attention to detail every single time. It's the scuff marks on, on the skirting board, it's the little dents in the door, it's the dust on the top of the tv, it's the cobwebs in a corner that you think nobody's going to look at. You can tell very quickly the difference between a genuine luxury hotel who really knows what they're doing and one who's trying a bit hard. And your guests know as well. And the service, you know, making sure. So it's not. We've kind of become inadvertent experts in. To the point that we've been asked about consultancy on a couple of occasions because we're in and out of so many different hotels, we're in and out of so many different care homes and we're able to compare and we're able to see. I mean, maybe that's a venture for the future, but certainly, certainly good fun and, and actually it's a really fine balance. We're there to make people's videos, we're there to do their graphic design, do their public relations. But sometimes you walk in and I'm very much a. If you don't ask, you don't get. If you don't tell people they don't know. But you have to really gauge with the manager. Can I have that conversation with you? If you change, that would make a world of difference. But sometimes it just doesn't land. And so you have to be Very careful and quite diplomatic at times.

People struggle with feedback sometimes, but it's one of those things which the right feedback at the right time makes such a difference to all businesses. And did you see Alex Polizzi is actually now not just doing Hotels Inspector, she's actually doing. She went to a theater the other day. She went to some. I think it was a pub, like, as in. This is strange. She's gone off, off east.

Do you know what I love about her is she's just. It's for telly. Of course it is, but it's. And I'm a bit similar, which is why I need to bite my tongue on many, many occasions. I've have to. I've had to bite my tongue. But if you see a problem, if I see something, I want to talk about it. I want to tell people about it. There's definitely a way to do it and there's a way to go about doing it. And like I say, you have to be very careful sometimes. But it is. Yeah, she's, she's wonderful. I love her. She, she, she has my kind of that. That's exactly what I'm like. If I, you know, if I've got something to say, I'll say it. I'll tell you whether it's good, if it's great, I'll tell you it's great. If I think it's terrible, I'll probably tell you it's terrible. But you'll get an honest answer. And yeah, she's, she's great. I love her.

It's fun as well, isn't it? It's fun. So I, I wanted to leave just a couple of minutes towards the end. We need to obviously know how we can find out more about the, the business, where to go. But just before we do, I wanted to chuck in a couple of quick fire fun questions, Jillian. Just because I know that it's just fun, basically. So what?

We'll see.

Yeah. So what is your karaoke song of choice?

Jolene by Dolly Parton. Every time.

Classic. Classic.

Yeah, there are many, but that would be. That was the one.

My other half would definitely be up there sharing a mic with you. She, she absolutely loves Dolly Parton.

Drinks. I don't need. Give me a few drinks machine. I just need a table and a microphone bottle and we're, we're good to go.

Awesome. Awesome. So we're all about hospitality and book and direct. Where would you like to go next? Or where is on the wish list to go next for your travels, for your holidays?

I have always, always, always wanted to go to Oregon in America and I don't know why. I love America. I've been to America, lots of works in America, but I've never been to Oregon and I'd really love to go there. But I think the next holiday is mentioned to you. Before we started, we've had not long dogs, not long had 10 puppies. So we're stuck here for this summer. But next summer we're looking at France for three weeks which is, as I was telling you before, Conte means storyteller in French. I half grew up in France. France. I love it over there, love the food. So hopefully, yeah, it would definitely be Oregon and. Or France.

Nice, Nice. And I was going to mention that the puppies and we did hear them briefly in the background. But congratulations on, you know, you mentioned beforehand the Labrador and black Labradors and also red coated Labradors, which is amazing. So they will be, you know, sort of breaking some hearts at the moment as imagine breaking my heart.

I'm currently, I think ripping up a garden chair. But you know.

Oh no. Well, the last two questions is how can we get in touch with the business? If we want to follow more about Contour's journey, how do we do?

So probably the website would be wonderful. As I said to you, I'm absolutely rubbish at this sales stuff. I should have thought about this more, shouldn't I? But Definitely the website www.contour, which is c o n t e-u r.co.uk.

Awesome. Thank you so much. And of course, if you listen to this on the podcast or watch on YouTube, that'll be in the show note somewhere as well, so you can click the link. So the last question is, if you could go back to the start of your journey, what would you tell yourself and why?

Oh, it's really cliched, isn't it? But probably just have faith it's all going to be okay. Work hard and I mean I've always been really lucky and I've had a vision at every point for what I want to do. I think that's really important. That vision and working towards something is. Is hugely important in anybody's life and I've always been lucky that I've had that. So yeah, probably just have faith it's all going to be okay. Hopefully many halfway through, I hope.

But well, for me, from this podcast, what I'm going to take away from this is the video content and the production of it and also have passion, have fun in what we do, you know, pick out them stories and actually put them within your business. And that's actually what makes, you know, work, which can be tough at times. You know, it makes it fun, doesn't it, all this stuff. So thank you so much for coming on and sharing your story. Is there anything else to share before we bring it to an end?

I think so. I just want to say thank you and I'd add on to the end of that. Ask questions, ask questions, ask questions. Make sure you know your guests, know your team, know your staff, know who people are. Ask the questions and you will have a myriad of content to use and, and, and you'll probably enjoy it as well. Get to know people and it's great.

100. Well, thank you so much and thank you too for listening to this on the Boostly podcast. If you want to continue the journey within hospitality and you're not already in the hospitality community on Facebook, you can do so just by searching on on Facebook and you can come and chat anything hospitality in there with us. Thank you so much. You've been listening to the Boostly podcast and we'll see you on the next one. Bye for now.