WHO’S “WHO”?
Posted by John Hawley | Filed under Advertising, Design, Tips and Trends Series
Seeing the Forest from the Trees
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.
March 24th, 2010 at 2:40 am
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