Wednesday, February 12, 2020


This is a simple headline. 

Thoreau implored us all to “simplify.” Occam’s Razor says that “entities should not be multiplied without necessity.”

At Nasuti & Hinkle, we go for the “do a few things and do them well” approach.

There are so many marketing toys and gadgets independent hotels can play with these days, it can give you a headache. Chat boxes, price checkers and pop-ups on your website, retargeting schemes, Facebook lookalike marketing, metasearch, geo-fencing, commission-only advertising, sponsorships, whirligigs and whimsies – more than anybody needs.

And there’s an army out there busy trying to sell you new ones.

Thing is, you can’t do them all. Or even most of them. Not with any real degree of effectiveness. The more of them you try to incorporate into a limited marketing budget, the less impact any of them will have. Doing a whole lot of things halfway probably isn’t going to do as much for you as being more selective and aggressive. 

It’s really pretty much like back when advertising only really employed print or broadcast. Running a small ad in a dozen magazines wasn’t going to have as much impact as running bigger ads in the six that would do the best job of reaching your target.

So maybe it’s worth taking a hard look at who you want to reach, what you want them to know and what the best channels are to do it.

Remember when your mom wouldn’t let you get a new toy unless you got rid of an old one? It’s the same kind of thing here. When you’re drawn to a Shiny New Thing, ask yourself which of the Shiny Things you’re already using it ought to replace.

It’s sort of like choosing between whispering to a whole lot of people or shouting to a smaller, better qualified group. 

Thursday, January 2, 2020

You hotel competes with Geico.

Your hotel competes with Geico. And Amazon.

And between the two of them, they spent $2.8 billion on advertising in 2019.

This is reality: Any advertising anybody does anywhere is, in a very real sense, competing for attention with all the advertising everybody else does everywhere else.

That means when you advertise, you're not just competing with other independent hotels. Or even any kind of hotel or resort. Not on this particular battlefield. You're competing with everybody.

Advertising - whether it's digital, email, print or broadcast - is a battle for share of mind. And share of mind is the kind of thing that can tilt a travel decision in your favor. It's the kind of thing that can take price out of the decision equation.

There is an astonishing array of tech gimmicks and digital advertising gizmos out there for you to choose from, but there has to be some art to go along with the science if it's going to work. 

That's where creativity comes in.

Creativity is what makes a smaller budget work harder. Creativity is what allows you to compete on that advertising playing field.