Marketing for the Summer Holidays

The phrase “holiday marketing”, probably fills your mind with visions of snow, twinkling lights and piles of gifts. But what about the warm-weather holidays that make summer so much fun? Think fireflies, bonfires, and the holidays that conjure up childhood memories. Opportunities to piggy-back onto already existing feelings that are associated with summer can freshen up your marketing.

Find the Emotional Connection

Every holiday has an emotional component, but nothing can compare to the memories of running free for three whole months, riding bikes, drawing with sidewalk chalk, and not answering to any teachers. Harnessing this spirit of summer is important for marketing to parents as well as children. So remember…  be fun, think like a kid and use nostalgia to your advantage!

Memorial Day

Often heralded as the beginning of summer, Memorial Day is a time for celebrating the warm-weather season. However, it’s also important to recognize the true reason for the holiday, which is to honors those who have served in our military. But being respectful doesn’t mean you can’t have fun! There are also many marketing opportunities outside of traditional Memorial Day sales.

  • Offering special promotions to active service members is an easy way to say ‘thank you’!
  • Has your business ever considered giving back to the community? Memorial Day is a great time to start.
  • Asking customers to donate small personal hygiene items or thank-you cards to soldiers in exchange for an in-store discount helps drive business as well as acts as its own “feel good” mini-marketing campaign.

Father’s Day

Make June 18 all about Dad! Involving the kids in gift giving is just one way way to bring families to your business. Here are a few other great ideas for using Father’s Day as a marketing opportunity!

  • Small discounts for kids who pick out gifts themselves not only makes them feel like they’re part of Dad’s big day, but helps to make repeat customers.
  • If you’re a brick & mortar store, offering dads a free drink, sample, or discount is one way to increase engagement.
  • Involving dads and families on social media with contests and giveaways is another fun way to say ‘thanks’!

 

The Fourth of July

Rising above the noise of countless Fourth of July sales efforts (and fireworks!) isn’t easy. Distinguishing yourself from the competition can be tricky, but using major holidays like this as a springboard for your business’ normal marketing can be a huge help. Just like those fireworks, doing a little extra during this season is a must. Try any of these ideas to spark renewed interest in your business:

  • Sidewalk sales
  • Community cookouts & live music
  • Free or discounted samples of USA-themed items- if you can think it, you can do it.

How are you using the summer holidays as a marketing springboard? Tell us your thoughts in the comments section below and until next time, be well.

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Marketing Lessons from the NBA Playoffs

Since we’re pretty much thinking of marketing 24/7 (seriously we’re nerds like that) watching the Cavaliers beat the Raptors in the Eastern Conference Semi-Finals last weekend made us realize that there are some takeaways from the NBA Playoffs that every marketer should take to heart.

Storytelling is Key

Which of these two descriptions of the NBA Finals is more interesting? 

Version 1:

“Last year the Cleveland Cavaliers defeated the Golden State Warriors in a 7 game series to win their first NBA title.”

Version 2:

“Last year Cleveland’s prodigal son, LeBron James, delivered the city its first NBA championship while defying overwhelming odds by defeating the heavily favored Golden State Warriors.”

Obviously the second version is better. It’s more colorful, descriptive and dramatic. Storytelling is a powerful thing and the way we feel about a certain set of facts can be completely changed just based on how they are presented.

If you listen to an NBA broadcast for more than 5 minutes you’ll hear some type of reference to a storyline. “What’s wrong with Houston?” “What would another championship mean for LeBron’s legacy?” “Are the Golden State Warriors an unbeatable super team?” Are just a few of the countless examples of narratives surrounding the playoffs.

Marketing Lesson: 

The takeaway here is that sports are built on stories and we as marketers should take note. Look for narrative opportunities in all your marketing projects. What is the brand story? How can you take dry facts and make them into something fascinating?

Think Big Picture

The NBA is about a lot more than basketball. It’s about city pride, tradition, legacy and memories. Most sports leagues in the U.S. stand for more than just the product they put on the field or court. For example, the NFL uses the slogan “Family is Football” which resonates well with anyone who remembers growing up with their favorite team, or recalls time spent with loved ones watching the big game.

The NFL knows it’s selling entertaining memories and fun experiences that fans will remember throughout their lives. The NBA knows that it’s not just selling basketball, it’s selling city pride. Winning a championship isn’t about LeBron James or Kyrie Irving it’s about the city of Cleveland.

Cleveland’s “Defend the Land” playoff slogan is a great example of the element of city pride in the NBA.

Marketing Lesson: 

So what’s the bigger picture with the brand you’re trying to establish or promote? Do people visit your hotel because it has a pool or because they expect to have a certain experience? Are people buying your car because it has the best fuel efficiency or because they identify as a Ford person or a Chevy person? While your customer’s motivations are often obvious, don’t be afraid to step back and look at the bigger picture now and then.

Do you learn anything about marketing from watching sports? Tell us your thoughts in the comments section below and until next time, be well.

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The Power of Podcasting in Hotel Marketing

The Next Big Thing…

It’s nearly impossible to predict but it’s sure fun to try. Well, we recently came across an article from Skift claiming that podcasting could be the next big thing in content marketing and we can’t help but agree, especially in the context of hospitality marketing!

What’s a Podcast?

Wikipedia defines a podcast as: “an episodic series of digital media files which a user can set up so that new episodes are automatically downloaded via web syndication…” But a simpler way to think of it  is a radio program you can download at any time and listen to on a mobile device.

Podcast programming covers a wide range of content, from music based shows, to long form narratives like the recently popular “serial” podcast. Some are even just re-published versions of actual live radio shows, like the Dan Patrick Show podcast.

Audio > Video

There are a million stats out there about the incredible popularity of video in today’s digital marketing world. We even did a blog article recently specifically focusing on Facebook Live, but audio content like podcasts has some unique value that video can’t match.

#1) It’s easier to consume–  the biggest advantage of pure audio content like podcasts are the ability to multi-task. You can listen to a podcast while doing other things like exercising, doing yard work or driving. It’s a very convenient way to consume information.

#2) It’s easier to produce – While video requires lighting, shot selection and good audio, podcasting requires much less moving pieces. All you need is a decent microphone and some know-how.

And sure, the podcasting audience pales in comparison when put up against video but it isn’t exactly small either. Over 35 million people listened to podcasts weekly in 2016!

How to start a podcast at your hotel

Adding a podcast to your content mix can be pretty simple. It mostly involves buying a decent microphone, learning to use audio editing software (which there are plenty of free options for) and creating compelling content for your audience.

For the more technical side of recording,  editing and publishing your podcast, this article from Lifehacker is a great resource to start. However, for advice on  developing content keep reading!

Treat it as part of your overall strategy

If you’re at all familiar with the rules of content marketing, you can apply the same concepts and strategy to podcasting that you’d use for any other piece of content. If you’re not familiar with the ideas behind content marketing  be sure to check out our earlier posts about the topic.

Basically, don’t view podcasting as a separate entity, view it as another tool for implementing your overall content marketing strategy! That being said, here are some hotel specific content ideas to get you started in podcasting:

Content Ideas

Interviews

Interviews take the pressure off of needing to be a compelling speaker for an extended period of time. Find some interesting people in your hotel and just have a conversation. For example you can ask your chef about his favorite dish or  you can ask your group sales director what makes your hotel such a great destination for groups and meetings.

Be an audio concierge

Having local expertise is valuable, talking about the best places to eat, local attractions and the most interesting nightlife locations can be great content for a first time visitor.

Repurpose other content

Use old blogs, infographics or videos as outlines for your podcast. You can translate a blog into a podcast script by using the main points as topics to elaborate on. You can do the same thing with an infographic!

Tell your story 

If you’re a boutique or historic hotel explaining your history could be a compelling podcast episode. Think about the fascinating tidbits that you’d tell guests about on a tour and use that to form a podcast.

Even if podcasting isn’t “The Next Big Thing” It’s still an exciting content format that’s worth looking in to!

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Txt Msg Mktng

You do it every day and you probably can’t imagine your life without it, but have you ever thought of text messaging as a marketing tool?  With tactics like text alerts, discounts and newsletter sign-ups, hotels have gradually been using texts as an easy and unique way to reach their guests. This is your guide to the science behind text message marketing and how to use it to your advantage as a hospitality marketer.

What is text message marketing?

We all know what text messaging is, but what is text message or “SMS marketing?” Terry Mann from The Houston Chronicle says it’s exactly what it sounds like, it’s “a marketing campaign that uses text messages to deliver advertisements or promotions to users.”

Text message marketing can include anything from alerts, promotions, pictures and links to other sites. In the hospitality marketing industry, text marketing opens up endless opportunities for new and creative marketing content to hotel guests.

How do you use it?

One thing you must understand is that there is much more to text message marketing than just words and an emoji. As a hospitality marketer, there are a lot of extra tools and ideas that can contribute to your first campaign. Here are some of the most popular ways to use SMS marketing:

  • Geofencing: This newer technology uses GPS to create a virtual boundary around a location. In a hotel setting, marketers can set boundaries around the hotel and when guests or prospective guests enter that boundary, they are then susceptible to receiving texts and promotions from the hotel (after previously giving the hotel their number of course). Geofencing ensures that texts are going to the right audience at the right place and time. For example, geofencing can help you alert guests at the pool that happy hour is starting in 10 minutes. Or it can be used to alert nearby text subscribers outside the hotel that that live entertainment is taking place at your restaurant that evening. Be sure to check out this article from Bluedot Innovation  with 10 ways to use use geofencing in the hospitality industry for some inspiration!
  • Newsletter Sign Ups: Texting a code is a lot easier than typing out an entire email address. Encourage guests to text a code to a specific number so they can receive your newsletter via link form in a text message. To encourage guests to participate, you can put the code on other promotional channels like printed brochures, social media accounts and even your website. A few years ago, Planet Hollywood and Casino in Las Vegas provided prizes for guests that opted-in to receive their SMS messages & upgraded to an A-List Player’s Club membership. The campaign increased membership by 13% & offered a 70% success rate.
  • Coupon Distribution: Guests that sign up for text alerts could then receive text discounts. Pair this alert system with GPS geo-caching and then they can receive discounts to things they are close to (like a free drink at the bar or discounted spa treatment).

For even more creative ways to use SMS, check out this article from Adestra about innovative uses of SMS marketing.

Text message marketing vs. other forms of marketing

Advantages

Consumers are used to their email inboxes being flooded with spam so they are usually less likely to open whatever marketing message you attempted to send. However, people are  accustomed to opening texts and answering instantly, so even if they aren’t interested in your message, they will probably still open it either on purpose or on accident. Dynmark reported that, on average, 29% of those targeted by SMS marketing respond while less than 6% of those targeted respond to direct mail, print and email.

Disadvantages

The biggest disadvantage with text is that the form factor means your message must be concise. You can’t send a highly visual and information-dense message like you canwith email. However, with some well written copy you can entice people to tap on links that you send them to a more detailed web-based message.

Another disadvantage is that consumers aren’t really used to being marketed to through text so they might be more likely to get annoyed. Just use common sense and focus on providing value to avoid this.

Which text message service to use 

There are a number of services and companies for text message marketing, you’ll need to do some research to find out what works best for your needs and budget. This Article from Top Ten Reviews is a great place to start your search. it has a nice comparison of various services showing their list of features and pricing structure.

Even if text marketing may not be the traditional way to reach guests, it has made marketing more efficient and direct. Hopefully this article will help you get started with text message marketing!

Until next time, be well.

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All About Visual Search

Last year, Chevy released an ad where people were asked to rate the 2016 Cruze using only emojis. The ad wasn’t received well, but the idea of focusing on emojis was solid. Modern day communication is incredibly visual with memes, emojis, pictures and videos a constant part of our lives.

It comes as no surprise that a new search engine is taking advantage of this trend by letting users find hotels based on visuals!

The Hotel Search of the Future?  

Yellowroom was developed by Marcel Ruijken and Marc Vekemans from the Netherlands. The site uses artificial intelligence to allow users to search for hotels by “visual experiences” rather than through traditional parameters like price, stars and amenities.

For example, rather than plugging in a search like “4-star hotel for less than $299 in Chicago with a pool” you’d search for “Romantic sunset in Chicago.” The site, based on technology developed with the University of Amsterdam, then returns hotels that feature those types of images on their website.

The initial idea for the site came from the question “What if I wanted to book a yellow room in New York City?” Cofounder Marcel Ruijken puts it this way “We wanted to be able to search for a visual experience: a yellow room, a rooftop pool or a huge suite.”

Currently Yellowroom allows for users to search for rooms based on both what the room looks like inside, and what types of view it gives access to. For example, “Spacious Bedroom” or “City View From Above” are both valid searches.

Ironically, right now users can’t search for “a yellow room in New York” as the beta version of the site is restricted to destinations in Southeast Asia such as Thailand, Singapore, China and Japan. However, hopefully once the sites move out of beta testing the areas will expand.

Takeaways for Hotel Marketers

The existence of Yellowroom highlights the importance of visuals in hospitality but it also speaks to the importance of selling an “experience.”

Site co-founder Marc Vekemans, in an article from hospitality net, puts it this way “I think there are more people with an open intent than people that know exactly where to go on holiday.” Travelers today have some ideas of the experience they want, but not exactly where they want to stay. This idea is reminiscent of Airbnb’s marketing that focuses heavily on the idea that people get a unique and authentic “experience” when staying at an Airbnb.

Hotel marketers must wake up to the fact that they need to sell their hotel as an experience and one of the best ways to do that is through visual communications. Guests clicking through a well designed ebrochure with beautiful pictures are going to be able to imagine the experience they will have at a certain hotel much more so than if they were just reading about amenities on a website. It’s the same reason luxury hotels still invest in printing brochures on high quality paper with glossy lamination. People associate those things with a luxury experience and the marketing materials functions as a preview of that experience. If you need help communicating your hotel or resorts experience in an effective, visual way send us an email!

This post brought to you by a nice cup of Eight O’ Clock Coffee… our office’s coffee of choice.

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