Three-legged stools and silos
Consider these three elements of success in the hotel business. Reality. Your Brand. And your marketing. Ideally, they’re in sync, with none of them out of step with the others. This is how you get your best marketing ROI.
Here’s how it goes:
Reality is what you really are. It can be hard to objectively
see yourself as others see you. But it’s important that you do.
Your Brand is what you tell the world what you are —
what distinguishes you from your competition. And it needs to be based on reality,
not wishful thinking.
Your marketing is how you go about telling the world
what you are. The content and appearance of your messaging as well and the
channels you use to reach your target.
A couple of potential problems arise. Like what if your brand and
your reality don’t agree? You’d be surprised how often reality doesn’t deliver
on a Brand promise.
And even if they do, what if your marketing doesn’t convey
your Brand accurately? Or doesn’t target the right people? Or doesn’t stand
apart from your competitors’ marketing?
There’s more, but you can see how the three are intertwined.
Which is why it’s best to consider them holistically.
There’s a really good argument for bringing someone on to do that for you who is in a position to take an objective look, with no preconceived notions, axe to grind or ownership to protect.
We can do that for you.
It may not, for example, be ideal for a firm with a more narrowly
defined mission — like your web design firm or your graphic design firm.