Dana Communications : Hotel Advertising and Search Engine Marketing

Battle of the Big Three

Posted by Lynn Kaniper | Filed under Advertising, Design, Interactive, Media, Tips and Trends Series

Which of these three mediums is the best strategy in today’s marketing world: traditional media, digital media or social media?

If your answer is any single one of these choices, you’ve definitely missed the mark—because a strong and successful marketing strategy must integrate all three.

Since the rise of the digital and social networking age, there has been much discussion about which type of agency can ascertain the most effective results for clients. Digital agencies might argue that traditional agencies are outdated and unable to adapt to today’s market. Traditional agencies might argue that digital agencies aren’t focused enough on the solid creative imagery and messaging that grab people’s attention. And social media agencies may dismiss both by asserting that neither quite understands the power of word-of-mouth.

But ultimately, integration is the key to survival in the marketing world. Let’s face it, marketing mediums are ever changing, and so are your individual needs. Good strategy means staying in the know and up to date on every channel of marketing, so you can apply a multi-faceted plan to each campaign. That is why working with one shop–one that is capable of utilizing all the available channels of communication–is more apt to carry out your vision in the long run than dispersing your jobs piecemeal to agencies that focus on one specialty alone.

Dana has always believed in integration, which is why our team comprises a plethora of talented professionals in multiple areas of marketing expertise. Often, various mediums can overlap one another and work in tandem to form a consistent, solid campaign that reaches the target audience with the largest number of impressions in many different forms. Our animated model of marketing capabilities shows how all the strategic avenues (traditional, digital and social) work together to cultivate a strong brand. Click here to see for yourself.

Think of your marketing strategy in terms of a jigsaw puzzle. You need all the pieces to fit together so your consumers can see the full picture of your brand. If you separate the pieces for different groups to assemble individually, they may be able to fit their own together, but they’ll still be disconnected from the rest. Your brand image will lack cohesiveness and your consumers may mistake the pieces for the whole.

Don’t limit your marketing reach by relying on disconnected pieces of the puzzle. Learn more about integrating your marketing strategy to garner the best results; contact jzech@danacommunications.com.

Pink Socks & Pocket Protectors

Posted by Bob Prewitt | Filed under Advertising, Dana News, Design, Interactive, Media, Technology, Tips and Trends Series

Marketing in the Age of the World Wide Web

Marketing has always been a combination of art and science. There have always been creative types and account types. Just watch Mad Men.

But today, with the explosive growth of interactive marketing (the Web), there is a huge distinction between creative brand development behavior (Pink Socks) and web engineering behavior (Pocket Protectors).

Both behavioral types are necessary to the development and execution of a successful marketing operation. But you need to pay special attention to managing the interaction between the two because, often, they don’t relate well to one another.

Dana participated in a speaking engagement at this year’s PCMA Annual Meeting, and we addressed this very topic. The presentation defined the marketing process that must be employed in the current age—one in which marketing is dominated by the World Wide Web. We identified situations in which you should be utilizing Pink Socks, as well as those in which Pocket Protectors are needed.

Our attendees came away from this event with a basic understanding of the marketing vehicles available through the web (PPC, rich media, optimization, behavioral tracking, etc.). They gained an understanding of the conflict that can exist when Pink Socks and Pocket Protectors are brought together to create marketing communications.

Your marketing efforts don’t have to be obsolete or out-of-touch just because marketing thinking has changed so quickly. But you do need to have a basic understanding of the radically changed and still-changing marketing scene.

To learn more about making Pink Socks and Pocket Protectors work for you in today’s interactive age, contact bprewitt@danacommunications.com.

Get Personal with Your Customers!

Posted by Jared Zech | Filed under Advertising, Media, Tips and Trends Series

Is your data being used to its fullest capacity?

If you don’t know who your best customers are, where they come from, their average spend and during which season they travel, then you are not using your data effectively.

Many hotels and resorts simply take the information in their PMS and dump it into some simple reporting spreadsheets. However, there is much more that can and should be done.

The first step is to take the data and clean it. Remove bad addresses—both email and direct mail. Run a National Change of Address (NCOA) search on it to be sure you have your customers’ most current mailing addresses. Remove duplicate addresses and consolidate guest information into one household. Add variables and append the data to fill in as many of those variables as possible, including first-time stay flags, repeat-guest flags, length of stay, lead time, recency and frequency codes.

Psychographic analysis can then be used on the data to classify the best guests and find more potential customers just like them.

The goal is not to just send out offers, but also to send very specific offers to the right people at the right time. Doing so will improve conversion rates and minimize waste. In addition, it allows you to target your prospecting because you’ll know which kinds of customers respond to which kinds of offers.

So, are you spraying and praying? Or are you really targeting your customers? Let Dana help you pinpoint success. Contact jzech@danacommunications.com.

Tell Us Your Favorite Things!

Posted by Lynn Kaniper | Filed under Dana News, Design, Interactive

Dana is taking a break from tips, trips and trends to remember what makes the holiday season bright. Take a look at a few of our favorite things—then share your own—at danacommunications.com/favorite. Do you celebrate indulgent pleasures or innocent joys? Are your merriest memories naughty or nice? (OK, not too naughty…) For every post made, we’ll add to our donation to the Community Food Bank of NJ. Have fun!

More with Less

Posted by Jared Zech | Filed under Advertising, Hospitality News, Media, Tips and Trends Series

Are marketing budget cuts here to stay?

With the 2010 budgeting season coming closer to an end, many marketers are facing yet another round of budget cuts after widespread marketing budget reductions over the last two years.

Many marketers hope to retain current budget levels into 2010. Yet, in spite of these substantial reductions, companies are still expecting the same results and performance levels as those prior to the cuts. In other words, they want to do more with less.

We know that many of you have cut expenses in response to budget reductions so as to meet performance goals and expectations during 2009. But can this performance be sustained in 2010 with flat or further reduced marketing budgets? Well, that depends…

Forrester US Interactive Marketing Forecast predicts that social media, email, search and mobile marketing spend will grow significantly in 2010 and subsequent years, while traditional media spend will decrease even further.

What are your marketing plans for 2010? Do you expect your budget to remain flat, increase or decrease?

You’ve likely used various email marketing strategies in the past year, but you may need help exploring the world of social media, search and mobile marketing for 2010—it’s your key to getting MORE WITH LESS!

To learn more about how Dana can help you get more with less, contact jzech@danacommunications.com.

The Importance of Reinventing Yourself (Your Brand) in a Constantly and Rapidly Changing World

Posted by Bob Prewitt | Filed under Advertising, Design, Hospitality News, Tips and Trends Series, Updates

I went to a Bob Dylan concert on Monday night at Temple University in Philadelphia. It was awesome.

I first saw Bob Dylan in 1964. That was awesome too.

Yet, I saw two entirely different concerts by the same guy who rendered his music in two entirely different ways.

His essence hasn’t changed. Bob Dylan will always be Bob Dylan, the great singer/songwriter whose songs have been described by Dan DeLuca, Philadelphia Inquirer Music Critic, as “imbued heartbreak with the fatalistic power of myth.”

But he never stops changing the way he goes about presenting himself and his music. This last iteration is spectacular.

Perhaps Dylan’s most famous reinvention was at the 1965 Newport Folk Festival when he offended folk purists by appearing on stage with an electric band consisting of Sam Lay, Mike Bloomfield, Barry Goldberg, Jerome Arnold and Al Kooper.

That’s one great band, and history has proven that Dylan’s willingness to experiment and “reinvent” himself at the time was a great idea.

Now he has created a band that is as tight as any band I have heard since The Band. They create an almost three-dimensional, pulsating sound—much of which is based on phenomenal guitar work by Charlie Sexton.

What makes that so special is that Sexton played with Dylan from 1999 to 2002 but was never permitted to let loose because Dylan was playing a lot of lead guitar.

Now Dylan plays mostly keyboards and harmonica and lets Sexton be his lead guitar player and significant partner—a major and important part of the show.

What a great way to reinvent himself at 68 years of age—letting someone else share the lead, allowing the team to shine.

I am sharing this because I think it is important for all of us to understand the importance of reinventing ourselves. In the world of marketing, it is important for all brands to reinvent themselves in order to stay relevant in these constantly and rapidly changing times.

I’m not saying you should change the essence of who you are. All brands should stay true to what makes them special. But if you are not changing, growing and enhancing, then you are slowly dying.

These days, we may find ourselves with our heads down, plowing through overwhelming amounts of work. But it’s important to stop for a moment and pop our heads above the crowd to see where we are and where we want to be.

So take a look at your brand and see if there are ways to make it more relevant to the world of today and tomorrow. As long as you don’t mess with the essence of the brand, change is a good thing.

For more information on partnering with Dana to reinvent your brand, contact bprewitt@danacommunications.com.

Airport Traveler: Your guide to making the most of your trip to the terminal

Posted by Charisse Gallagher | Filed under Tips and Trends Series, Travel

I’m the kind of person who hates to be late—especially when it comes to airports. I always make sure I get there with plenty of extra time, so Im not the crazy girl running through the terminal, hoping to make it onto my plane (you know you’ve totally been that person before…).

Enter Travel + Leisure’s Airport Navigator: “Smart guides to the best places to dine, drink, shop, and relax at the world’s top airports”

This handy online reference guide lets you know how to make the most of of your extra time in the airport—whether it be because of your own punctuality or from an ever-annoying delay. This guide covers the top airports around the world, so wherever you are traveling, you can find the best place to grab a “non-airport food” bite or where to relax at an airport spa (did you know that Charles de Gaulle in Paris has 7!)

Definitely bookmark this site for future international trips. My only complaint is that it is a bit lacking in the US airports—perhaps there is an app for that?

http://www.travelandleisure.com/airportnavigator

WHO’S “WHO”?

Posted by John Hawley | Filed under Advertising, Design, Tips and Trends Series

Seeing the Forest from the Trees

Tips and Trends Series

In the world of hospitality marketing, we sometimes hear potential clients say they know “who” they are and “who” their customers are…but do they really? Do you?

Let’s break it down and see:

Who #1 = Your Property
This “Who” relates to the physical attributes of your hotel or resort product, including the services and amenities you provide to guests.

Who #2 = The Customer
This “Who” correlates to the demographic profile of customer types that purchase your hotel or resort product offerings.

Sounds simple enough. But over time, exactly how these “Whos” are defined has changed.

In today’s marketplace, the “Who You Are” is forged increasingly by consumers—via online reviews, social networking and word of mouse. So while you may feel that you have a strong brand presence, the reality is that you may not have redefined yourself accordingly to maintain that brand strength.

The majority of your past customers may still see your brand very clearly, BUT there could be a large percentage of potential customers that view your brand as ambiguous. In addition, you’ll need to question which factors may have changed for your customers: their economics? attitude? loyalty? behavior?

The Lesson
If you do nothing to redefine yourself in 2010, you are in brand flux. Not sure where to begin? Start with your website and social networking tools. Some minor changes will pay off, and your ROI could be substantial.

Still having trouble seeing the forest from the trees? No problem, we can help! We’re in the business of redefining brands that speak to today’s market. To learn more about partnering with Dana to redefine your “Who,” email jhawley@danacommunications.com.

Dana Communications Selected to Rebrand and Promote Makena Beach & Golf Resort on Maui, Hawaii

Posted by Eric Welsh | Filed under Dana News, Hospitality News, Interactive

Makena Beach & Golf Resort in Hawaii has selected Dana Communications as its agency of record for branding and marketing its leisure, golf and events business. The Resort, which recently became part of the Benchmark Hospitality International portfolio, is a sister property of the famed Turtle Bay Resort on neighboring Oahu, Hawaii.

Makena Beach & Golf Resort, a scenic 1800-acre ocean-front destination located on the southern shore of Maui, features 310 ocean view rooms and suites, several restaurants and cafés, a weekly luau celebration and venues for special events. Resort recreation includes an 18-hole Robert Trent Jones, Jr. golf course and a Peter Burwash Tennis Center. Surrounded by abundant natural beauty, the Resort also features extensive activities such as snorkeling, catamaran trips, kayak eco-tours, outrigger canoe adventures and seasonal whale watching.

Dana is establishing a cohesive branding strategy to reposition and promote Makena Beach & Golf Resort for vacations, meetings, weddings and special events. This strategy will encompass marketing consultation and planning, e-marketing and website support, advertising and graphic design, as well as media planning and placement. Dana Communications is a leading hospitality and travel lifestyle marketing agency currently celebrating its 30th anniversary. Dana has offices in New York City, Princeton, NJ, the Carolinas and San Francisco, CA.
For more information about Dana Communications, please contact John Hawley at (609) 644-2428.

The Mobile Landscape

Posted by Eric Welsh | Filed under Advertising, Hospitality News, Interactive, Media, Technology, Tips and Trends Series

Are YOU staying ahead of the curve?

Tips and Trends Series

As an advertising agency, Dana Communications continually strives to be “ahead of the curve.” You might ask, what does this mean? In dictionary terms, “ahead of the curve” is synonymous with “at the forefront of recent developments, trends, etc.” And this is exactly what we aim to achieve. Dana works to deliver the “big idea” technologies that will increase market share for our clients before the competition does.

With that said, it is no secret that the birth of the smartphone has made mobile Internet search a major hot button. The iPhone has had a great impact in this arena—first with EDGE, then with 3G, and now with 3GS connectivity technology. Just think…the iPhone launched in America on June 29, 2007. Since then, it has been upgraded three times and resulted in a great deal of copycat competition.

Juniper Research has predicted that smartphones will account for almost one quarter of all new mobile phones by 2013. ComScore released figures stating that 63.2 million people used a mobile device to get their news in January 2009 alone. It has also been said that 80% of Twitter usage is via mobile devices. These are pretty convincing numbers to indicate that the smartphone market, which was initially considered unable to sustain itself, is now here to stay.

Which leads us back to “the curve.” What do these statistics mean for your advertising efforts?

Well, in the first few years of search advertising (2000-2004), revenue was pretty flat. The space was not crowded, and we could practice different tactics to maximize ROI. But, while the mobile landscape is already evolving, it is still considered to be in its early stages–and mobile search revenue is predicted to increase SIGNIFICANTLY.

Why? Users have a constant, one-on-one relationship with mobile devices (i.e., at the driving range, picking up groceries, traveling to Jamaica, etc.). The user relationship with PCs is vastly different—usage is many-to-one and only feasible when a user has access to it.

Consequently, the mobile phone will become the everyday machine to replace leisure computers. And according to the Interactive Advertising Bureau’s website, eMarketer has predicted that U.S. mobile search spend will rise from 18% ($57.6 million) of the total in 2008 to 37% ($577.2 million) in 2013.

So…don’t you want to be seen? That’s where we come in—because Dana has the know-how to get you there. For information on how you can stay ahead of the curve, email ewelsh@danacommunications.com.

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