tag:blogger.com,1999:blog-28696831315639978442024-03-20T19:23:58.871-07:00Juggling In The DarkUnknownnoreply@blogger.comBlogger86125tag:blogger.com,1999:blog-2869683131563997844.post-53162420252924654202023-10-23T13:23:00.002-07:002023-10-23T13:23:35.043-07:00<h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;"> Be a budget hero.</span></h1><span style="font-size: small;"><br /></span><span style="font-size: large;">Budget season is upon us. </span><p style="text-align: left;"><span style="font-size: large;">You may well be asked to do more in 2024 with the same budget you had in 2023. Here’s a good way to make that happen. </span></p><p style="text-align: left;"><span style="font-size: large;">Invest in a clear strong Brand. A Brand can be a powerful, cost-efficient way for an independent hotel to get a competitive edge. Unfortunately, "Brand" is often misunderstood. So let's start with that. </span></p><p style="text-align: left;"><span style="font-size: large;">Your Brand is not your logo, tag line, ad campaign, mission statement or company colors. It's a supportable differentiation around which you deliver a unique value. "Branding" is what you use to deliver your Brand – your logo, web site, ad campaign and the rest of it. </span></p><p style="text-align: left;"><span style="font-size: large;">Here's why a Brand can be so valuable to you. </span></p><p style="text-align: left;"><span style="font-size: large;">First, the moment you change the way you characterize yourself from, say, "a hotel with this many rooms in this place" to "a hotel that is unique for these reasons," you narrow your competitive set. Suddenly, you're not just another pretty face with special offers. Potential guests know why you're different. And if that's the kind of different they want, they'll likely pay a premium for it. </span></p><p style="text-align: left;"><span style="font-size: large;">Second, a clear Brand, developed from the inside-out, will help you zero in on your best target audiences. And it's a whole lot smarter to target the right people than target everybody and hope the right people get the message somehow. </span></p><p style="text-align: left;"><span style="font-size: large;">Finally, without a clear Brand, you could find yourself competing on price. Driving carpet tacks into your gums is preferable to competing on price. </span></p><p style="text-align: left;"><span style="font-size: large;">A clear brand will also ensure that all your marketing tools work together and reinforce one another. Which will make everything work a bit harder and more efficiently.</span></p> <p style="text-align: left;"><span style="font-size: large;">In other words, a clear Brand is worth real money. Cash money. The big chains spend tens of thousands of dollars on Brand development. They know how valuable it is across all of their properties. But you don't have to spend anything close to that if you (ahem) know the right people who can do it.</span></p> <p style="text-align: left;"><span style="font-size: large;">A solid Brand developed this year can last you 8-10 years if it's done right and you don't turn your property into an amusement park or something.</span></p><p style="text-align: left;"><span style="font-size: large;">Do a little math. How much better will your bottom line be if you can boost your occupancy even just 10%-15% and/or tour ADR by $5 or so. <br /></span></p> <p style="text-align: left;"><span style="font-size: large;">Do this: Ask 10 or 15 people in various positions at your property to tell you what they think your Brand is. If they don't know, or you get a bunch of different answers or if what you get is something your competition can easily claim, well then, you haven't really defined what sets you apart. </span></p><p style="text-align: left;"><span style="font-size: large;">Carve out a reasonable amount of your 2024 budget to develop or clarify your Brand. You'll get more out of the rest of it if you do. </span></p><p style="text-align: left;"><span style="font-size: large;">Be a hero.</span></p><p style="text-align: center;"><span style="font-size: large;">_____________________________________________________ <br /></span></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-44990809280255743032023-08-23T06:25:00.001-07:002023-08-23T06:25:24.195-07:00Clichés, buzzwords and ChatGPT<h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;">Clichés, buzzwords and ChatGPT</span></h1><p><br />Just for grins, one of us was playing around with ChatGPT the other day to see what AI might come up with for a hotel or resort home page intro. Here are some of the results. <br /><br /> <br /><u>Write a 50-word overview of a lakeside mountain resort with a golf course. </u><br /><i>“Nestled amidst breathtaking mountains, our lakeside resort offers an idyllic escape. Enjoy a luxurious stay while indulging in our world-class golf course, harmonizing leisure with nature's beauty. Immerse yourself in tranquility, savor stunning views, and tee off in style at this ultimate mountain retreat.” </i><br /><br /> <br /><u>Write a 50-word overview of a luxury beachside resort. </u><br /><i>“Experience paradise at our luxury beachside resort. Nestled on a pristine stretch of white sand, indulge in exquisite ocean-view suites, world-class dining, and rejuvenating spa treatments. Immerse yourself in water sports, lounge by infinity pools, and relish breathtaking sunsets. Unparalleled elegance and natural beauty await at every turn.”</i> <br /><br /> <u><br />Write a 50-word overview of a luxury city hotel. </u><br /><i>“Discover urban sophistication at our luxury city hotel. Nestled in the heart of the bustling metropolis, we offer opulent accommodations, exquisite dining, and impeccable service. Indulge in lavish amenities, from a serene spa to rooftop panoramas. Experience the pinnacle of elegance, where every moment reflects our commitment to refined living.” </i><br /><br /> <br />As entertaining and amusing as it was for us, the sad thing is, you’ve seen copy like this. Lots of times. Features rather than benefits, clichés, buzzwords, too many overused adjectives, and so on. Written by actual human beings who should know better. At least AI has an excuse. <br />Nobody remembers readalike copy that doesn’t stand out. And it doesn’t do much for you. Having a creative writer working with a clear Brand — that is, what sets you apart — would help here. A lot.<br /> <br />Wherever it may be nestled, your hotel isn’t a cliché, so don’t rely on clichés to sell it. Resist the usual. Stand apart.The idea is to be memorable.</p><p> Be honest, you’ve forgotten that mountain resort one already, and you haven’t even finished reading this. Well, you're done now, but you get the idea.</p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-52749999391211721502023-08-09T10:57:00.006-07:002023-08-09T10:58:46.144-07:00Taking up the slack<p style="text-align: left;"><br /></p><h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;">There's never enough, is there?</span></h1><p style="text-align: left;"></p><p style="text-align: left;">Time, resources, people – whatever it is, often there’s just not enough of it to get all the things done you want done when you want them done. </p><p style="text-align: left;">What to do? </p><p style="text-align: left;">Fractional marketing support. On-demand expertise. </p><p style="text-align: left;">We’re not talking about simply looking for a freelancer for a project here or there, but hooking up with a boutique firm with a range of expertise who will give you a sweetheart rate in exchange for regular work. </p><p style="text-align: left;">You may have a relationship with one of the large digital companies for your website or email program, but it’s unlikely that helping you out with some creative thinking, like copywriting, design, media planning or Branding fits into their business model. They aren’t structured for fractional support. So if they’re willing to go off the menu, it takes time and costs big bucks. </p><p style="text-align: left;">Find a firm built to respond quickly and cost-efficiently. They’re out there. (We’re one.) </p><p style="text-align: left;">The idea, of course, is to establish continuity and familiarity with your property and your Brand. A steady, familiar partner, but only when you need them. On call, as it were </p><p style="text-align: left;">We once worked for a client for eight years on a string of projects, one after the other, as needed and on demand. It worked out well for everybody and if the property hadn’t been sold, we’d probably still be at it. </p><p style="text-align: left;">The point is, if you can get that balance of a regular partner who is only there when you need them, you can stretch your resources. And that's always a good thing.</p><div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: center;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">_______________________________________________________________________________<br /></span></span></div>
<p style="text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style"><br /></span></span></p><p style="text-align: left;"> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-59443615544685277852023-07-24T13:20:00.001-07:002023-07-24T13:20:49.326-07:00Pump up the volume<h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;"> If you have something to say, say it loud.</span><br /></h1><p> </p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style"><span class="e2ma-style">Chuck, a friend of ours and a pretty
smart Ad Guy, says that advertising is simple: "Make noise and make friends." He's right.</span></span><span class="e2ma-style"><span class="e2ma-style"><br /></span></span></span></p><p><span style="color: #444444; font-size: large;"><span style="-webkit-text-stroke-width: 0px; background-color: white; display: inline !important; float: none; font-family: Slack-Lato, Slack-Fractions, appleLogo, sans-serif; font-style: normal; font-variant-caps: normal; font-variant-ligatures: common-ligatures; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;">We'll start with the assumption that you've got something to say about your whatever it is you want to sell and why anybody should want to buy it.</span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">But whatever you've got to say, it won't do you any good
unless somebody hears it. It's like speaking softly in a noisy room and
expecting people to notice. Won't happen. So be loud. </span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">"Loud" can mean a lot of things. You can take a creative,
compelling approach to your content. You can appear where nobody expects you
to appear. You can flood one particular media channel. Or you can flood them
all. (This last approach can be kind of expensive. Creativity is a big
money-saver.) </span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">Point is to demand attention. </span><br /></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">Think of it as walking into a room where you want people to
notice you and all that you have to offer. Are you going to stride in, maybe wearing
a bright sweater or waving your arms or smiling and greeting everybody you
see? Or are you going to slip in a side
door in a beige hoodie and sit quietly on the floor until somebody trips over
you?</span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">If you've got something worth saying but aren’t going to go
to the trouble to make sure people hear it, well, the whole thing seems sort of
pointless, doesn't it? </span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">Of
course, if you're happy where you are, stay where you are. There's
nothing really wrong with the status quo if you're good with it.</span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style">But if you want to move the needle a bit, make a little noise. </span></span></p><p><span style="color: #444444; font-size: large;"><span class="e2ma-style"><span class="e2ma-style">Maybe make a lot.</span></span></span></p><p style="text-align: center;"><span style="color: #444444; font-size: large;"><span class="e2ma-style"><span class="e2ma-style">_________________________________________________________ <br /></span></span></span></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-15264663900313387512023-07-05T13:05:00.001-07:002023-07-05T13:05:38.673-07:00People read what interests them<p> <!--[if gte mso 9]><xml>
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</p><h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;">Your social media posts are a variety show.</span></h1><p><br />No disrespect intended, but potential guests or customers probably really don’t care who your Employee of the Month is. Well, they do, just not that much.<br /><br />And they probably don’t follow you on social media just for a steady stream of special offers.</p><p>And chances are, they're a bit tired of seeing the same property shots over and over again.<br /><br />But that doesn’t stop hotels and other businesses from loading up their social media accounts with that sort of thing anyway.<br /><br />Don’t misunderstand. In this day and age, with social media and email taking front and center doing the heavy lifting of advertising for many businesses, <i>you absolutely do have to get those offers on Facebook, Instagram and the rest.</i> But we think it’s important to recognize that people don’t follow you strictly for a steady stream of promotions. </p><p>They’ve expressed an interest in you. So be interesting.<br /><br />Treat your social media account like a publication, with a mix of human interest as well as sales.<br /><br /> This is just our opinion, understand, but we think social media posts can be more effective if they are designed to give your target a feel for your personality. Help them get to know “you.”<br /><br />Think of your social media like a variety show rather than a penny-saver coupon flyer that comes in the mail. Mix it up. Make it entertaining.<br /><br />People read what interests them. Sometimes, it happens to be a social media post.</p><p>___________________________________________________________________________ <br /></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-56610743387557586602023-06-12T13:12:00.001-07:002023-07-05T13:05:51.539-07:00OK. I'm here. Now what?<h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;"> I came. I saw. I'm leaving.</span><br /></h1><p>Your website's bounce rate is the percentage of visitors who don't actually make it past your home page. Obviously, you don't want a high bounce rate. </p><p>A tech-oriented company will have reasons for this and ways they’d address it, but we don’t think it’s strictly a tech issue. We see three possible reasons for a high bounce rate: 1) You're attracting the wrong people to the site. 2) Your home page isn’t very interesting. 3) A little of each.</p><p><b>Getting the right people.</b> How are you attracting people to your website? Are you depending on SEO and a site heavy with keywords? Are you advertising? And if so, what are you saying about yourself? Is what you have to offer and what sets you apart clear? </p><p>Sure, we're in the ad business, but it seems to us to be a fairly simple formula – minimize the “stumble-on” traffic with things like advertising or public relations that deliver a Brand message. Which would you rather have, a bunch of SEO visitors who may or may not be qualified, or fewer, but more qualified, prospects? Certainly (and we didn't make this part up, it's an actual Real Thing) branded searches yield more conversions than blind ones.<br /><b><br />Your home page.</b> This is a strategic and a creative challenge.</p><p>Take a hard look at your site. What – exactly – is there that will entice a visitor to keep going? Does that first page feature some sort of hero shot - perhaps happy people doing happy things or listening intently while someone points at a white board? Or a couple smiling at one another as they enjoy the amenities of a senior living community?</p><p>Or does it tell a visitor what distinguishes your company from your competition? Does it make it clear what you have to sell and what makes you special? </p><p>Be honest. If you didn't work there, would you hang around your site very long? </p><p>This is not to say you don’t open with a photo or a gallery. Just don’t get into the Lookalike Boat with so many other websites. Human beings are curious by nature, but we don’t necessarily want to read through your website just because you have one. So give us a reason to dig in. Be creative, intriguing and entertaining.</p><p>Think of your home page the same way you might think about those first few minutes on a blind date or in a singles bar.</p><p>You know, critical to whether or not things go any further. </p><p style="text-align: center;">__________________________________________________________________________<br /></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-30217004850650777372023-06-12T12:40:00.005-07:002023-06-12T13:04:43.924-07:00Creativity is a Swiss Army Knife.<h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;">Creativity is a Swiss Army Knife. </span><br /></h1><p> </p><p>When you think of “creativity” in marketing, you probably think about ads, websites, commercials and logos.</p><p>The thing is, creativity — the defeat of habit by originality — can solve almost any problem and smart money doesn’t just use it for, well, for ads, websites, commercials and logos. Actually, there are a number of other spots in the marketing loop where creativity and innovation can — and should — be applied.<br /><br /><b>Brand. </b><br />What is it about you that differentiates you from the hotel down the street? What can you say that most of your competition cannot? Hint: It’s not your people, free parking, flexible meeting space, a sandy beach, or the lowest rates in town. Don't default to What's Expected. That's just a starting point. Read more about Brand <a href="http://www.nasuti.com/brand-sync">here.</a><br /><br /><b>Target.</b><br />Ok, you know what sets you apart, now who cares? Who will that difference appeal to the most? Dig a little deeper, think about it sideways and throw out preconceptions and assumptions. You might find some hidden treasure. Another hint: It’s never just anybody with a bank account.<br /><br /><b>Message.</b><br />That is, what do you want to say? The more specific you are about your target, the better you will be able to craft a message that will appeal to them. Assuming you get your target’s attention (see below) what point do you want to make? And that point really should be built around benefits, not features. <br /><br /><b>Execution.</b><br />So you know what you want to say, now how to say it in a way that will demand attention? Avoid “me too” and lookalike messages and delivery executions. What gets you excited when you watch Super Bowl commercials? Wallpaper spots? Nobody really notices the wallpaper. Just be sure to avoid gratuitous creativity. You know, like the Liberty Emu.<br /><b><br />Channels.</b><br />Maybe instead of relying on emails or social media posts for people who already know about you — or crowded channels packed with your competitors — go elsewhere. For example, got a high-end resort? What other things are important to people who can afford a high-end resort and where are they exposed to them? Go there.</p><p>It’s not hard to see opportunities for creativity once you start to think about it. But a general rule of thumb could be to simply resist the usual. It’s a way of thinking.<br />Remember, creativity can solve almost any problem. It's not just about ads, websites, commercials and logos. </p><p>Not by a long shot.<br /> </p><p style="text-align: center;">__________________________________________________________________________ <br /></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-36139496856290580862023-05-25T09:57:00.002-07:002023-05-25T10:00:53.761-07:00What do you call a business without a Brand?<p> </p><h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;"> A business without a Brand is a commodity.</span><br /></h1><p style="text-align: left;"><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">And commodities compete on price. You’d probably rather not live in that world.</span></span></p>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: left;"><p><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">Your Brand is not your logo, ad campaign or tag line. <i>It's a supportable differentiation around which you deliver a unique value.</i>
And the moment you stop being just "a business in town" and start to tell the world that you're "a business that is
unique for these reasons," you narrow your competitive set.</span></span></p></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: left;"><p><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">Three critical elements of success in business are Brand, reality and marketing. And they need to work together. </span></span></p></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: left;"><p><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style"><i><b>Reality</b></i> is what you really are. Objectively.</span></span></p></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: left;"><p><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">Your <i><b>marketing</b></i>
is how you go about telling the world what you are — the content and
appearance of your messaging as well as the channels you use to reach
your target.</span></span></p></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: left;"><p><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">Your <i><b>Brand</b></i> is what connects your reality with your marketing. <i>Brand Developmen</i>t
is how you identify that reality and express it as a benefit that will
appeal to your target. And it should govern your strategy for delivering
the message. </span></span></p></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-weight: normal; line-height: 1.5; margin-bottom: 10px; text-align: left;"><p><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">A Brand can keep you from competing on price. Without one, you may just be a commodity.</span></span></p><p style="text-align: center;"><span style="font-size: large; line-height: 1.5;"><span class="e2ma-style">__________________________________________________ <br /></span></span></p></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-6124646432165766012022-10-27T11:38:00.001-07:002022-10-27T11:38:06.952-07:00Social media should have a split personality<p><br /></p><h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">Social media should have a split personality.</span></span></h1><p style="text-align: left;"><br /><span style="font-size: large;">Whatever the industry, it seems like everybody is hot to use social media as a major part of their marketing communications.</span></p><p><span style="font-size: large;">That’s cool. It's an affordable channel for sure. But it’s important to recognize that social media — like any other marketing tool — works best when it’s a blend of art and science. <br />"Art" being "creativity."</span></p><p><span style="font-size: large;">Thing is, the medium may have changed, but creativity is just as important in a social media campaign as it ever was in a print or television campaign. Maybe, given the size and limitations on the executions, even more so.</span></p><p><span style="font-size: large;">Which is to say your posts should do more than just be there and highlight your employee of the month or your latest offer or promotion.</span></p><p><span style="font-size: large;">That’s because people pay attention to things that interest them, things that pique their interest and hold it. Sometimes, it happens to be an ad or a social media post. And if your post isn’t interesting, they’re going to blow right on by.</span></p><p><span style="font-size: large;">So it’s critical that your social media campaign is built on as much creative thinking as any Super Bowl commercial.</span></p><p><span style="font-size: large;">That means you’d better have some bona-fide creative professionals involved somewhere along the line. In other words, your social media campaign should have an idea behind it. A strategy. A string of posts won't get the job done.</span></p><p><span style="font-size: large;">We’ve said it before and we’ll no doubt say it again: creativity is the last unfair advantage we're legally allowed to take over our competitors.</span></p><p><span style="font-size: large;">Actually, we didn’t say that first. Ad legend Bill Bernbach did. But you get the idea.</span></p><p style="text-align: center;"><span style="font-size: large;">________________________________________________<br /></span></p><p><br /> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-86947819384353297602022-10-27T11:05:00.003-07:002022-10-27T11:39:24.687-07:00Looky, looky . . . <p><br /></p><h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">A website is a visual medium.<br />Make the most of it.</span></span></h1><p><br /><span style="font-size: large;">Sure, people read copy, but it’s often the pictures or illustrations that capture their attention and keep them looking around.</span></p><p><span style="font-size: large;">More, actually, than the techno-gizmos web designers sometimes overdo. It’s what we in the ad biz have for years referred to as concept versus execution. A great photo that just sits there is better than an ordinary one surrounded by bells and whistles. </span></p><p><span style="font-size: large;">This is especially true in the hospitality business. You want your site visitors to have an emotional reaction to what they see. Want images that will stand out and speak to potential guests? Turn your photographer loose. </span></p><p><span style="font-size: large;">Of course, there are things you need to show — sleeping rooms, the pool, spa, restaurants and so on — but there’s nothing that says you have to duplicate the photography everybody else is using. Just scan a few hospitality websites. For the most part, you’ll see the same shots over and over again. It’s one thing to want a room shot. It’s another thing to settle for a room shot without life or spirit to it. </span></p><p><span style="font-size: large;">Photographers are creative animals. For years, we’ve always paid the most attention to the “personal work” sections of their websites to see how their minds works. That’s where you’ll find out their real creative style. </span></p><p><span style="font-size: large;">We’re not trying to hustle anybody in particular, but our favorite photographer for years has been Ira Wexler, who sees things the rest of us don’t see and sees the things we all see in a way others don’t see them. Whenever we’ve been on a shoot, he just keeps shooting during setup and downtime. And some of the best shots we get are those that he got when he sort of wandered off the reservation. </span></p><p><span style="font-size: large;">So don’t tell your photographer that you want precisely this, precisely that and precisely the other thing precisely this way or that. Make sure they know what they need to shoot — sleeping rooms, bar, restaurant, spa, and so on. Then let them do what they do best. Maybe send an art director along if it makes you feel better.</span></p><p style="text-align: left;"><span style="font-size: large;">It makes no sense to hire a creative soul and then overmanage their work. Let them do what they do best.</span></p><p style="text-align: center;"><span style="font-size: large;">______________________________________________________</span><br /></p><p style="text-align: left;"><br /><br /></p><p style="text-align: left;"><br /> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-76389454857249680982022-08-17T11:23:00.002-07:002022-10-27T11:09:08.569-07:00Three-legged stools<p></p><p><!--[if gte mso 9]><xml>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
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<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
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<w:LsdException Locked="false" Priority="30" QFormat="true"
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<w:LsdException Locked="false" Priority="19" QFormat="true"
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<w:LsdException Locked="false" Priority="46"
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Name="List Table 1 Light Accent 6"/>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
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mso-tstyle-rowband-size:0;
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</p><h1 class="MsoNormal" style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">Three-legged stools and silos</span></span><span style="font-size: medium;"> </span></h1><p><span style="font-size: large;">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. </span></p><p><span style="font-size: large;">Here’s how it goes:</span></p><p><span style="font-size: large;"><b>Reality</b> is what you really are. It can be hard to objectively see yourself as others see you. But it’s important that you do. <br /><br /><b>Your Brand</b> 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.</span></p><p><span style="font-size: large;"><b>Your marketing</b> 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.</span></p><p><span style="font-size: large;">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.</span></p><p><span style="font-size: large;">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?</span></p><p><span style="font-size: large;">There’s more, but you can see how the three are intertwined. Which is why it’s best to consider them holistically.</span></p><p><span style="font-size: large;">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.</span></p><p><span style="font-size: large;">We can do that for you.</span></p><p><span style="font-size: large;">See more about what we will do and why we’re qualified to do it at <a href="http://www.hotel-thinking.com">www.hotel-thinking.com</a>.</span></p><p><span style="font-size: large;">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. </span></p><p><span style="font-size: large;">But however you approach it, it’s critical that you take a hard, hard look at whether your reality, your professed Brand and your marketing are working together — or fighting one another in silos. </span></p><p class="MsoNormal" style="text-align: center;"><span style="font-size: small;">__________________________________________________________________________ <br /></span></p><p style="text-align: center;"><span style="font-size: small;"> </span></p><p></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-9934481868961336112022-06-21T07:55:00.001-07:002022-06-21T07:57:08.445-07:00How to make your emails work harder<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">How to make your emails work harder.</span></span></h1><h2 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">(Email-A-Palooza, Part Two) <br /></span></span></h2><p><br />There’s a lot we can say about how to make emails more effective. Here is some of it.<br /><br /><br /><b>On beyond emails.</b> If someone clicks your email, don’t just dump them out onto your home page or booking engine. After all, they are saying “tell me more.” So tell ‘em more.<br /><br /> We like the idea of taking them to a landing page that expands on your message. It’s also a gateway to get them to poke around the site itself. You know “as long as I’m here . . ."<br /><br /><b>The subject counts.</b> People read things that interest them. Sometimes it happens to be an email. So make your subject line interesting and intriguing. It’s like the headline of your ad. Remember, you’re competing for attention with everybody from Home Depot to HBO Max to local pizza shops and every “your rich uncle died” scammer who ever lived. <br /><br /><b>Creativity counts, too.</b> This should go without saying, but we’ll say it anyway. When you do send out that “third night free” email, make it creative. Differentiate yourself right here, right now. Again, people read what interests them. You watch Super Bowl commercials, right?<br /><br /><b>Have a reason to be. </b>Although your emails – like everything else you say about yourself – should reflect your Brand and what is unique about you, please don’t send out emails that just sort of say “we’re a hotel in town.” That’s like mumbling. Give your readers a reason to go a little further, like to your website. A little urgency never hurt, either. <br /><br /><b>Do it and do it and do it some more.</b> You don’t want to send anybody too many emails too often unless your goal is to see how many people you can get to opt out and how fast. But you do want to do it on a regular basis. Again, (we never get tired of saying this) your email is advertising, and advertising works best when you do it on a consistent basis.<br /><br /><b>Here comes the self-serving part. </b>The best way to accomplish all this – and more – is to hire a professional creative firm to do your emails for you. A "digital marketing firm” that has a complex email delivery program is more of a tech firm than a creative firm. Their delivery systems are usually top-notch, but they’re also not usually in the creativity business. <br /><br />And “creativity is the last unfair advantage we're legally allowed to take over our competitors.” </p><p style="text-align: left;">Even in emails.</p><p style="text-align: center;">___________________________________________________________________________ <br /></p><p style="text-align: center;"> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-41945499751067734832022-06-16T13:44:00.001-07:002022-06-21T07:56:19.262-07:00Some thoughts on emails<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;"> A few observations about emails</span></span></h1><h2 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">(Email-A-Palooza, Part One) </span></span><!--[if gte mso 9]><xml>
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</h2><p class="MsoNormal">Whether those of us who loved doing those glossy magazine
ads like it or not, advertising for hotels and resorts is a different animal
than it used to be.</p><p class="MsoNormal">Those half- and full-page ads have become, for the most part,
cubes and leaderboards, two to three inches to a side. Another change is that
email is used more and more, as an affordable vehicle – especially for
independent hotels and resorts who don’t have the deep pockets of the big
chains.</p><p class="MsoNormal">But it’s important to recognize that if emails, like small
digital ads, are a big part of your marketing program, it’s still advertising,
just like those glossy magazine ads — the goals and obstacles are exactly the
same. Only the channel is different.<b><i> </i></b></p><p class="MsoNormal"><b><i>So it makes good sense to put as much strategic and
creative thought into those emails as we all once did in media advertising.</i></b> </p><p class="MsoNormal">Unfortunately, while almost every hotel on the planet has
some sort of means for signing up for an email list not every hotel takes
advantage of it.</p><p class="MsoNormal">Some observations:</p><p class="MsoNormal">Because we specialize in hospitality, we sign up for a lot
of those lists, and it’s surprising how few emails we get. Not even a “thanks
for signing up.” This is a missed opportunity to engage.</p><p class="MsoNormal">It’s also surprising how many properties don’t require
anything but an email address when even just a zip code can be an immense help
in sending out segmented campaigns. The goal is not necessarily just to gather
a lot of emails, but to gather a lot of <i>useful</i> emails. An email all by its
lonesome isn’t as useful as one with a name and zip code attached.</p><p class="MsoNormal">Because emails linked to your booking engine can enhance
direct bookings, they can be a huge revenue source. We know this from
experience.</p><p class="MsoNormal">Point is, with reduced budgets, GMs and DOMs are looking for
to spend less to communicate with potential guests. Email can be a good way to
do it.<span face=""Avenir Next LT Pro",sans-serif" style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"> </span></p><p class="MsoNormal" style="text-align: left;"><span face=""Avenir Next LT Pro",sans-serif" style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">But only if you use it. </span></p><p class="MsoNormal" style="text-align: center;"><span face=""Avenir Next LT Pro",sans-serif" style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">_______________________________________________________________________ <br /></span></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-29672898933492527142022-06-02T12:49:00.008-07:002023-06-12T13:48:38.713-07:00Advertising is like toothpaste<h1 style="text-align: center;"><span style="color: #990000; font-weight: normal;"> Advertising is like toothpaste.</span><br /></h1><div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; line-height: 21px; margin-bottom: 10px; text-align: center;"><h1><span style="line-height: 1.5;"> </span></h1></div><div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">How often have you seen someone befuddled on the toothpaste aisle of the drugstore? </span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">You've
been there. We've all been there. Way too many choices, like so many
things that are over-complicated. The array of marketing tools and
providers available to a hotel or resort is no less confusing. </span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">And these days with tight budgets, you can’t just throw everything at the wall and see what sticks. </span><span class="e2ma-style" style="font-size: 15px;">You've
got to go with what's going to get you the biggest bang for your buck.
Fortunately, Bob Hoffman of The Ad Contrarian is here to offer clear,
straightforward advice: </span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;"><i>"Look for the agencies that make the best ads. All the rest is trivial."</i></span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">It's
hard to argue with that. No matter how great your property is, if
nobody notices what you say about yourself, they're not going to get
very excited about clicking over to your website or booking a room. And
they probably won't care much about your discounted rate offer, either. </span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">With
the myriad of tools out there – nearly every one of them fronted by a
really good salesperson – the main purpose of advertising gets lost in
the metrics-and-analytics-and-keywords-and-so-on shuffle. </span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">And that main purpose is to demand attention to your message, no matter what channel you're using.<br /></span></span></div>
<div class="e2ma-p-div" style="color: #333333; display: block; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 21px; margin-bottom: 10px; text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;">We could easily go on and on about the value of creative advertising, but we'll leave you with another quote from Bob Hoffman: </span></span></div><p style="text-align: left;">
<span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;"><i>"It doesn't matter how well you sing if no one hears you." <br /></i></span></span></p><p style="text-align: left;"><span style="line-height: 1.5;"><span class="e2ma-style" style="font-size: 15px;"><i>____________________________________________________________________________ <br /></i></span></span></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-68101122111469594992022-05-13T10:57:00.005-07:002022-05-17T09:32:43.914-07:00Advertising is not a light switch<h1 style="text-align: center;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzS4bKSAn867r0cfwxLB-tMDCGtHHr4NwclvygwcklurDyId6nfzgmS9oBElVEFSAu-NG1eZhYDqYvbytFgDdYGbAOVzGVTjDUhPpBQzudLdIg8PC55bR3WjHnQ5x7xVjpNDiTVowUkfwFzYA_HrxITnRgKpNe7ntcwWoRanyuRxiKX3ag5tS4xnr5/s600/caribbeanspaJPG.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="411" height="415" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzS4bKSAn867r0cfwxLB-tMDCGtHHr4NwclvygwcklurDyId6nfzgmS9oBElVEFSAu-NG1eZhYDqYvbytFgDdYGbAOVzGVTjDUhPpBQzudLdIg8PC55bR3WjHnQ5x7xVjpNDiTVowUkfwFzYA_HrxITnRgKpNe7ntcwWoRanyuRxiKX3ag5tS4xnr5/w284-h415/caribbeanspaJPG.jpg" width="284" /></a></div><span style="font-weight: normal;"><span style="color: #990000;">Don't stop. </span><br /></span></h1><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><i><span style="font-weight: normal;">(Sure, the ad above is for a spa and you may not be a spa, but it does have some relevance to our topic today. Besides, it’s an ad we did and we’ve always liked it.) </span></i></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;">Of all the things that can adversely affect your success, short-sightedness could do the most damage. </span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;">Several years ago, we had a hotel client who used to cancel all of his advertising whenever his occupancy was up. “We’re doing pretty well right now.” Then, invariably, he’d call back in a couple of weeks in a panic. “Occupancy is down! We’ve got to do something!” </span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;">Unless you’re promoting a limited-time offer, advertising isn’t an immediate cause-and-effect thing for any business. Nor is it an on-and-off thing, like a light switch. You advertise — online, via email or however you do — to build and maintain desire and awareness for your business and what you have to offer. </span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;">It’s easy to tell yourself “We’re good right now. People know about us.” But do they? Almost certainly not as much as you think. </span></p><p style="text-align: left;"><span style="font-weight: normal;"> </span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;">And after going dark for a while, catching back up to where you were can be a real bear. An expensive with <i>some</i> sort of presence. </span></p><p style="text-align: left;"><span style="font-weight: normal;">So . . . <br /></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"></p><p style="text-align: left;"><span style="font-weight: normal;"></span></p><p style="text-align: left;"><span style="font-weight: normal;">Ohmygodbabydon’tstop.</span></p><p style="text-align: center;"><span style="font-weight: normal;">_________________________________________________________________________</span></p><p style="text-align: left;"><span style="font-weight: normal;"> <br /></span></p><h1 style="text-align: center;"></h1>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-16867786300406636902022-05-04T11:54:00.000-07:002022-05-04T11:54:09.868-07:00Thinking, ideas and on eyond digital<p></p><p></p><p></p><p><!--[if gte mso 9]><xml>
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</p><h1 class="MsoNormal" style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">Thinking, ideas and on beyond digital </span></span><br /></h1><p class="MsoNormal"> </p><p class="MsoNormal">The world of independent hotels and resorts is a bit
hurly-burly these days. </p><p class="MsoNormal">There are properties lining up under the umbrella of one of
the soft brands created by the big chains, and management companies are getting
bigger through mergers or acquisitions. </p><p class="MsoNormal">If you’re an independent and your competition fits in either
of those categories, all of a sudden that competition has resources — and in
some cases a Brand name — you don’t have. And probably access to some in-house
marketing help they didn’t have before. </p><p class="MsoNormal">But you can still gain a competitive advantage. Thinking —
strategy, ideas and innovation — can give you an edge and, so far, nobody has
cornered the market on thinking. There are creative firms out there that can
help. Innovative, creative, affordable firms with experienced people for whom a
hotel with a competitive challenge will not be their first rodeo. </p><p class="MsoNormal">The one thing you don’t want to do is fall back on a big
digital company to do it all for you. Remember, they're primarily tech
companies, not creative marketing companies. You’re unique, so you don’t want
an off-the-shelf marketing and advertising plan. </p><p class="MsoNormal">A digital company will do a great job with a hotel website,
email program, SEO, re-targeting and so on, but non-digital creative strategies
are not typically their stock in trade. You’re going to need to go beyond
digital. Or at least you’ll need a creative strategy to drive the digital
tactics. </p><p class="MsoNormal">Maybe the smartest thing you can do to stand out is
something like sponsor a festival. Or create a series of themed rooms and
unexpected promotions. Ace Hotels had a promotion in Arizona a while back that
included a tattoo with your weekend stay. We solved a resort’s off-season
problem once by re-positioning that off-season as a special time of year, not a
down time. You can read about that and the need for strategy here, but the
point is, that’s not the sort of thinking you usually get from a digital firm.
<i>But it's the kind of thinking that can give you a competitive edge.</i></p><p class="MsoNormal">And about those “agencies that can help?” We’re one of them.
</p><p class="MsoNormal" style="text-align: center;"> ________________________________________________________________</p><p style="text-align: center;"> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-83838283089329325452022-04-12T10:28:00.015-07:002022-05-04T11:55:05.590-07:00The hardest part of building a website.<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;"> Anybody can build a website.</span></span></h1><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">“Do you do websites?” </span></p><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">Often, that’s one of the first questions we get when we’re
reaching out to a prospect. The answer is “Well, sure, but actually, a website
is the<i> second </i>thing you ought to be thinking about."</span></p><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">The first thing (the hard part) is to make sure you have a clear Brand Message to deliver <br /></span></p><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">That’s because a website — like every other tool in your marketing
toolbox — should be based on your Brand. It should be designed to deliver what
makes your business unique.</span></p><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">Fact is, anybody who knows WordPress or can log onto Wix,
GoDaddy or SquareSpace can build a basic website. And web design professionals,
of course, can build a better one. But however great or pedestrian it may be, the point of
a website isn’t simply to have one.</span><span class="e2ma-style" style="font-size: medium;"> </span></p><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">The point of a website is to <i>deliver what sets you apart from your competition</i>. </span></p><p style="line-height: 21px; text-align: left;"><span class="e2ma-style" style="font-size: medium;">A basic website can list products, services or menus. With pictures, even. A creative website can do more. A creative website design <i>built on a clear Brand message will do the most.</i></span><span class="e2ma-style" style="font-size: medium;"> </span></p><p style="text-align: left;"><span class="e2ma-style" style="font-size: 15px;"><span style="font-size: medium;">So, yeah . . . we can do websites. But let’s take a step
back and focus on your Brand message first.</span>
</span></p><p></p><p style="text-align: center;">_______________________________________________________________________ <br /></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-49493492188406511402022-03-31T09:06:00.015-07:002022-04-04T12:58:07.632-07:00A legal unfair advantage<p><!--[if gte mso 9]><xml>
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<w:LsdException Locked="false" Priority="9" SemiHidden="true"
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<w:LsdException Locked="false" Priority="9" SemiHidden="true"
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<w:LsdException Locked="false" Priority="9" SemiHidden="true"
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<w:LsdException Locked="false" Priority="9" SemiHidden="true"
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<w:LsdException Locked="false" Priority="9" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" Priority="39" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="35" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="1" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
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<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
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<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
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<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
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<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
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<w:LsdException Locked="false" Priority="30" QFormat="true"
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
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<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
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<w:LsdException Locked="false" Priority="21" QFormat="true"
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<w:LsdException Locked="false" Priority="31" QFormat="true"
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<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
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<p class="MsoNormal">Admit it.</p><p class="MsoNormal">Some of your favorite commercials don’t do much to get you
to actually do business with the advertiser. Their main objective is to be
funny. They usually are, too. Of course, that shouldn’t be the main objective.</p><p class="MsoNormal">How often do you remember a commercial but couldn’t come up
with the name of the advertiser if someone held your family hostage? Or you can
name an advertiser, but it’s not the right one? Creativity for its own sake
isn’t advertising. It’s art. And while we all love us some art, art won’t pay
the bills.</p><p class="MsoNormal">What’s missing is a strategy behind the creativity. Sure,
you can get by without a creative strategy — if you repeat yourself over and
over and over. But over and over and over costs money. A lot of it. A creative
ad, website, commercial or web video that drives home your selling proposition
can do the same job — probably better — for much less.</p><p class="MsoNormal">An ad built around a joke isn't enough, unless the joke is
based on your selling proposition.</p><p class="MsoNormal">And to those who say, “But advertising is all about
awareness and those funny ads draw attention,” we’d say this: Awareness from
creative advertising built around a reason to do business with you is the
better than awareness for just the joke.</p><p class="MsoNormal">Three examples:</p><p class="MsoNormal">Perhaps you remember the great “Got Milk” campaign from a
few years ago. Their strategy was what they called “milk deprivation.” The
“Mayhem” campaign for Allstate is based on a strategy of the unexpected things
that you might have to pay for yourself if you bought cut-rate insurance. How
about those great “None of our business” spots for DuckDuckGo? Strategy: the
information about yourself you give up to most browsers.</p><p class="MsoNormal">Milk, insurance and internet privacy and you’re not. Got it.
But the point holds. All three of them employ a creative strategy to advance a
Brand message.</p><p class="MsoNormal">Don’t misunderstand. We’re all in on creativity. As Bill
Bernbach said, “creativity is the last legal unfair advantage we can take to
run over the competition.” And we’ve won a whole lot of creative awards for our
work. But we’re proud to say that we’ve never stooped to gratuitous creativity.</p><p class="MsoNormal">Gratuitous creativity isn’t that hard to do. It’s only if
you want your work to be based on a client’s selling proposition that it gets
hard.</p><p class="MsoNormal">But worth the effort.
</p><p class="MsoNormal" style="text-align: center;">________________________________________________________________________ <br /></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-20470550554449678702022-03-22T11:13:00.001-07:002022-03-22T11:13:07.491-07:00The medium is the message<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;"> "The medium is the message."</span></span></h1><p>
</p><p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">Marshall
McLuhan wasn’t talking about advertising when he coined that phrase, but we
think it applies anyway.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">If
you want prospective customers to see you as a for-real provider of goods or
services, it’s important that you look like one. That is to say, if you’re
going to promote yourself with ordinary, home-grown advertising and an
amateurish website, you’re telling your prospects that you think home-grown and
amateurish is good enough. That’s not a message you want to deliver.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">The
past couple of years have been tough and many of you have been cornered into
making do with a bit of DIY that really didn’t do the job. Well, it’s time to
move on from that.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">Besides,
if you think about it, perception being what it is and people being what they
are, a better look can help you charge more. That’s a good thing, isn’t it?</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">It
won’t cost you that much to get a professional to build your website, develop a
marketing communications program or produce creative materials. And it won’t
cost you anything to expect the people you have already hired to do those
things to do them well. But there are significant dividends for you in the
perception department if you do.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">We
know a guy who doesn’t know a lot about wine, so he usually selects one with
what he thinks is a good-looking label. His rationale is that, while he knows
vineyards aren’t in the design business, he figures if they aren’t going to go
to the trouble to have a good label design done,<span style="mso-spacerun: yes;"> </span>how can he believe they are going to make the
effort to produce a good wine?</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">His
thinking may be his very own, but the underlying approach makes sense. To
paraphrase Forrest Gump “quality is as quality does.”</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">Your
advertising and web presence are expected to do a lot of things. But one of
them is to be interesting and well-done enough to get people to be impressed
with you and want to look inside or learn more.</span></p><p>
<span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">So do that.</span></p><p style="text-align: center;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">________________________________________________________________________ <br /></span></p><p><!--[if gte mso 9]><xml>
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<![endif]--></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-68656568047362516072022-03-22T11:08:00.001-07:002022-03-22T11:13:43.974-07:00Your competititon can be your BFF<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">Hotels: your competition can be your BFF. </span></span></h1><h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">For a while.</span></span></h1><p>
</p><p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">Right now, the hospitality industry is playing catch-up after
months in the desert. </span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">And the fact is, nothing can be more powerful or cost-effective
for bringing guests back than marketing and advertising. Nothing. But with
revenues down, money for that stuff can be hard to come by. And there’s the
rub.</span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">Why not join with some other hotels or resorts in town and pool
your resources? That’s right, work with the competition. Even if just for a
while.</span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">You can save a lot of money. Because there are agencies out
there who will work with a group of hotels or resorts in an arrangement where
each individual hotel will pay far less as part of a group than they would on
their own. Each with a share of an agency and the work it can do for them.</span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><i><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">We’re one of those agencies. </span></i><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">We’re open to — and looking for — all sorts of creative
arrangements. (It’s been an interesting couple of years for hospitality
agencies, too.)</span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">And let’s be honest. Y’all don’t really have any secrets from
one another. You all subscribe to STR reports and your comp set isn’t exactly
made up of strangers. Just don’t hook up with your direct competitors. </span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">Get together and sell the neighborhood — like downtown hotels or
beachfront hotels. Sell a group of boutiques. Or put together a group that can
sell the variety you and your co-conspirators offer. Maybe one of you is in Old
Town. Another is on the beach. A third is in the heart of the restaurant district
and one is an all-suites property. </span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">You don’t even have to actually market yourselves together. You
could just put together a sort of "buying group" that will make it
more cost-efficient for you and an agency to do business. </span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">Working with other hotels and resorts in town may present some
issues, but when you weigh the money each of you will save by working together
against the challenge of sorting out a few issues, it’s certainly worth a
think.</span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
<p class="MsoNormal" style="line-height: 15.75pt;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">And, as we said, we’re open to it.</span></p><p class="MsoNormal" style="line-height: 15.75pt; text-align: center;"><span face=""Arial",sans-serif" style="color: #333333; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman";">___________________________________________________________________________ </span><span face=""Arial",sans-serif" style="color: #333333; font-size: 10pt; mso-fareast-font-family: "Times New Roman";"></span></p>
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<![endif]--></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-7270752728680975952022-02-24T12:18:00.013-08:002022-03-22T11:17:01.285-07:00The idea, after all, is to sell<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">If you want to sell something, get a salesman</span></span></h1><div style="text-align: left;"><span style="color: #990000;"><span style="font-weight: normal;"> </span></span><!--[if gte mso 9]><xml>
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<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">For
independent hotels and resorts, your website is one of your most important
sales tools. Everything is geared toward driving traffic there.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">And
once that traffic arrives, your website has to do the heavy lifting of selling
your property. So make sure somebody who knows how to sell is involved in putting
it together.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">Websites
for global brands are produced, of course, by big in-house digital marketing
groups and/or big outside web firms. For independent properties, it's usually
your ad agency, a web firm, a design studio, your digital marketing firm, an
individual in-house or somebody's cousin who is "pretty good with that
stuff." Strengths and weaknesses all around.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">But
no matter how you go about building or updating your website, we'd suggest as
strongly as we can and still be polite about it that you make sure your ad
agency is involved. We're not saying your ad agency should necessarily do your
website, just that they should be involved</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">(Note:
"Digital marketing" firms and "ad-tech" firms aren't the
same thing as a creative ad agency. Their focus is usually narrower and limited
to search results – which is important, but not the same as creating a brand
message that sells.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">So
there are two reasons we'd suggest involving your agency in your website:</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">For
one thing, your agency usually is – or should be – the authority on your brand
message. There are some very good digital firms out there that can build very
good hospitality websites, but they aren't usually as focused on your brand
message as your ad agency is. It's just not always part of their brief. Their
attention is elsewhere. And probably should be.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">The
other thing is that, as we said, your website has to be a selling tool, and
selling is what your ad agency does. It's their raison d être, if you want to
get fancy about it. (And, apparently, we do.)</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">Your
ad agency has been "in the trenches" fighting it out in the battle
for market share for clients using whatever media channels and tools are best
for the challenge. They're in that competitive fight every day, and know what
it takes to win. And make no mistake about it, it's a fight.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">With
no disrespect to web design firms, digital marketing firms or the like, that's
just not the sort of battlefield environment they are used to. These firms can
– and will – build beautiful websites, but the fact is, they are usually more
focused on how a website works, what it looks like or how it will play to the
SEO computers than on delivering a powerful selling message.</span></p>
<p class="MsoNormal"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-fareast-font-family: "Times New Roman";">Your
website is not just a brochure on wheels. It should be one of your top selling
tools. So make sure your ad agency is involved.</span></p>
<i><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">Because these people know
how to sell.</span></i></div><div style="text-align: left;"><i><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;"> </span></i></div><div style="text-align: center;"><i><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 11.5pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">____________________________________________________________________________ <br /></span></i></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-59312952885865759932022-02-23T12:18:00.014-08:002022-02-23T12:46:50.734-08:00If you only had one tool . . . <div><h1 style="line-height: 21px; text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">People are starting to travel again.</span></span><br /></h1><span style="font-size: large;"> </span></div><div><span style="font-size: large;">And even groups are making noises. We’re not out of the woods yet, but we can see the clearing ahead.</span></div><p style="text-align: left;"><span style="font-size: large;">And the competition is going to be stiff as hotels and resorts everywhere fight it out to make up that lost revenue. Which is the problem - “lost revenue.” As in “having the money to invest in advertising and marketing.”</span></p><p style="text-align: left;"><span style="font-size: large;">Here's some good news. Having a clear Brand is not only the most powerful tool you can have, but also it's one of the most cost effective.</span></p><p style="text-align: left;"><span style="font-size: large;">Just to be clear, your Brand is not your logo, stationery design or tag line. Nor is it your restaurant, luxury accommodations, ocean view or flexible meeting space. The guy next door probably has all that, too.</span></p><p style="text-align: left;"><span style="font-size: large;">A brand is a supportable differentiation around which you deliver a unique value. And the moment you stop being just a hotel in the neighborhood and start to tell the world that you're somebody unique, you narrow your competitive set. Suddenly, you're not just another pretty face with packages and special offers.</span></p><p style="text-align: left;"><span style="font-size: large;">There’s more. Your Brand:</span></p><p style="text-align: left;"><span style="font-size: large;">. . . can give you a clear picture of your best target,</span></p><p style="text-align: left;"><span style="font-size: large;">. . . so you can develop the smartest message for your marketing efforts,</span></p><p style="text-align: left;"><span style="font-size: large;">. . . and put together the best offers and promotions for your that target,</span></p><p style="text-align: left;"><span style="font-size: large;">. . . and focus on the best media channels to reach them,</span></p><p style="text-align: left;"><span style="font-size: large;">. . . which means you can make the most efficient use of your marketing dollars.</span></p><p style="text-align: left;"><span style="font-size: large;">It all starts with a clear Brand. So work it.</span></p><p style="text-align: left;"><span style="font-size: large;">Read more about Brand <a href="https://www.blogger.com/#">here</a>. And if you need help with yours . . . <a href="https://www.blogger.com/#">click here.</a></span></p><h1 style="line-height: 21px; text-align: center;"></h1>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-49550321851949447032021-09-16T07:14:00.008-07:002021-09-16T07:21:11.687-07:00On budgets and budgeting<h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">Oh boy</span></span></h1><p>For many, it's budget and planning season, and nothing ruins a perfectly good Fall like having to plan next year's budget. Especially these days. </p><p>But there’s pretty much no way around the fact that you’re going to do better with some sort of advertising and marketing. Which means you’re going to have to invest in it, and make no mistake, advertising and marketing are an investment. Business isn’t going to get better all by itself. </p><p>We have a few thoughts that can help. </p><p><b>Don’t start with a list of tactics.</b> That's backwards. You'll almost always come up with more tactics than you can afford. In a way, you’re an architect, and an architect doesn’t start with the building materials. He or she starts with a vision. So start with what you want to accomplish. What are your goals for 2022? </p><p>But at this point, think in terms of how you can differentiate yourself from the competition in order to achieve your goals. How can you create desire for your product or service that isn’t based on price? You may need some professional help with this. </p><p><b>How much should you spend to get it done?</b> Usually, advertising and marketing budgets are defined as a percentage of revenue, and that percentage can vary depending on who’s doing the defining and the circumstances of any particular business. Startups, for example, need to invest more now than they will as they get established.<br /> <br />The Small Business Administration recommends spending 7 to 8 percent of gross revenue for marketing and advertising for businesses doing less than $5 million a year in sales. We’ve seen recommendations as high as 20 to 25 percent for start-ups. The consensus seems to be around 7-10 percent. Of course the greater your revenue, the smaller the percentage to apply to marketing and advertising. In any case, we wouldn’t suggest going much below 5 percent.</p><p><b>This begs the question</b>, should you base your budget on your current revenue or on your revenue goals? There are definitely cash-in-hand considerations, but we'd go with goals. You don't want to budget just to jog in place. </p><p><b>One last thing. </b>When it comes to actually delivering your message, stick to the media channels that will have the biggest impact. This, of course, requires a good understanding of your target audience, but don't try to do everything or be everywhere. The ROI isn't there. It's a lot better to do a few things well than to do a bunch of things halfway.</p><p>That kind of supports that don't-start-with-tactics thing, too.</p><p style="text-align: center;">_______________________________________________________________________ <br /></p><p style="text-align: center;"> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-34810126611194582702021-08-10T11:20:00.000-07:002021-08-10T11:20:48.907-07:00Eggs, baskets and digital avertising<p><!--[if gte mso 9]><xml>
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</p><h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">Thoughts on digital advertising </span></span></h1><p><br /> Digital advertising is here to stay. It’s an important part of any company’s marketing communications mix and will be until the next marketing technology tool comes along. </p><p>But before you dump all of your ad dollars into some form of digital media, it might be worthwhile reviewing a few facts and thoughts that come to us via Bob Hoffman’s new book, “Advertising For Skeptics.” (Available on Amazon.) </p><p>One study showed that <b>the eight kinds of advertising most disliked by consumers</b> were all some form of digital advertising. Which could explain why between one and two billion computers, tablets and phones have ad blockers on them. </p><p><b>In order to get five clicks</b>, you have to run 10,000 ads – and 60 percent of those clicks are reported to be mistakes Only nine percent of digital ads are even noticed. </p><p><b>This is a direct quote</b>: “<i>The idea that the same consumer who was gleefully clicking her remote to escape from TV ads is going to joyfully click her mouse to interact with online ads is going to go down as one of the great marketing fantasies of all time.”</i> Think about it. </p><p><b>With AdTech</b> – as opposed to buying an online ad directly – you often don’t know where your ad may appear, except that the goal of AdTech is the most eyeballs on the cheapest websites possible. That could easily be on one of those “The Worst Plastic Surgery Mistakes Ever” sites. </p><p><b>And this comes from the Wall Street Journal</b>: In 2017, Proctor & Gamble cut more than $100 million from its digital marketing spend in the second quarter with little impact on its business.</p><p>Of course, new privacy requirements from Apple are going to hamper re-targeting strategies. A lot. <br /><br />Drive business is the thing for hotels and resort right now. So outdoor, local and cable television, radio, local media outlets and direct digital buys on local or regional websites make a lot of sense. </p><p>Digital advertising isn’t going anywhere and any hotel or resort that doesn’t employ it is making a mistake. But in light of these limitations, perhaps it makes sense to not put all of our budget eggs in that digital basket. </p><p>Just some food for thought.</p><p style="text-align: center;">______________________________________________________________________ <br /></p><p class="MsoNormal"> </p>
<p> </p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2869683131563997844.post-34959849694136639342021-08-04T08:36:00.007-07:002021-08-04T10:55:24.638-07:00At the taffy stand<br /><h1 style="text-align: center;"><span style="color: #990000;"><span style="font-weight: normal;">On the boardwalk.</span></span></h1><p style="text-align: left;">It's like walking down a boardwalk and finding your way to the salt-water taffy stand. </p><p style="text-align: left;">What was it that got you there? Or what combination of things? The signage? The aroma as you went past? Someone you saw with a box? Maybe an ad or poster you saw? <br /> <br />Now you understand the concept of a journey map and full-path attribution.The journey map is that walk down the boardwalk. Full-path attribution is the combination of signage, scents and ads that created your desire for some taffy. Which is to say, it wasn't necessarily just the last thing you saw. </p><p style="text-align: left;">This is how that your hotel or resort is like salt-water taffy: If you identify your targets' journey map and understand the different things that influence them along the way, you can make better use of your marketing dollars. Because it's not just the last thing a prospective guest saw that created their desire for your property. </p><p style="text-align: left;">Which is to say, it wasn't necessarily just that last click. Even though digital channels will usually claim credit for the booking. </p><p style="text-align: left;">In fact, a branded search - search for your property, not just properties in your neighborhood - has a far, far higher conversion rate then non-branded searches. And the parts of the journey map that can incite a branded search are what did the trick. </p><p style="text-align: left;">In fact, it's never that simple.</p><p style="text-align: center;">______________________________________________________________________ <br /></p><p style="text-align: left;"> </p>Unknownnoreply@blogger.com0