It's our brand.
It’s what we do. And, after all, it’s the point of the whole exercise, isn’t it?
One of us is a regular judge for the HSMAI advertising awards competition. I's was disappointing how many entrants defined their success in terms of how many people saw the ad or post or how many likes they got. Few of them related those results to actual increased conversions or revenue.
For many, the means alone were the end.
It just seems to us that defining success on how many people saw your Facebook post or Google ad or Instagram post is kind of like defining success by how many people subscribe to the magazine where your ad runs. It’s important, but it’s not the point, is it?
Again, the point of the exercise – we think – is to create desire – and desire is measured in things like reservations, and room nights. Conversions rather than just website visits. Desire is what will drive a consumer to one brand over another. Desire is what engenders loyalty. And desire is what will move a consumer to pay a premium rate – or at least not shop strictly on price.
Rather than just wait to see what's going to happen in the next few months, this is probably a good time to be proactive and to take a look at how you present yourself – in your advertising, on your website, through your social media posts. Do you have a strategy for creating desire?
We’d be happy to take a look at what you're doing and give you a complimentary, no-obligation, evaluation and recommendation.
So yeah, creating desire is how we define our company. Because we think that’s the most important thing marketing and advertising can do for a hotel or resort.
Because, as we sometimes say, lust is a lot more profitable than likes.
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