Archive for the ‘Advertising’ Category
How’s Your Image?
Posted by Jamie Smith | Filed under Advertising, Design, Tips and Trends Series
Creating a library of impressive images is challenging, exciting and ultimately rewarding. The creative services of an experienced Art Director will help you every step of the way and insure your investment pays off in striking images that showcase your property.
Select Your Photographer
- Start with the websites of photographers who specialize in travel and hospitality. Look for photos that show what’s unique and express a mood—do you see the romance of a ballroom, feel the challenge of a golf course?
- Ask your Art Director for recommendations. Over the years at Dana, we’ve developed relationships with photographers who don’t just create incredible photos—they’re also great to work with and make the process efficient.
- Decide which photographers’ creative and working styles are the right “fit” for your property, then contact those to discuss your project in depth.
Prepare for the Shoot
- List the interior and exterior shots you want, together with the services/amenities you want to communicate about each.
- Schedule a site visit or scout with your Art Director and photographer, if possible, so they can take quick snapshots and work through any questions or concerns.
- Discuss the “housekeeping” checklist. Thoroughly cleaned rooms and public areas are a given, but you may also need to spruce up other areas, like landscaping that will be seen through windows, for example.
- Decide whether you’ll feature people or not. It’s a complex decision. Using them can attract your market segments, like couples, but can also “date” your shots. Your Art Director and photographer can suggest subtle ways to bring people and emotion into shots without dating them.
Stay Involved During the Process
- Understand that getting the right atmosphere—with perfect lighting and props—requires patience and long days. Smooth the process by allocating staff to help move furniture, prepare flowers, etc.
- Expect that timing and schedules will change (depending on the sun, property traffic, etc.) but try to stick close to your initial schedule to keep the pace moving.
- Stay flexible so your photographer can bring inspiration to your shot list. An image reflected in your spa pool may be unexpected but perfect.
- Collaborate and share your opinions. If you think the sky over the terrace isn’t quite bright enough, say so. While you can’t change the weather, your photographer can use techniques and editing software to enhance your images.
Let Dana Communications assist you with everything from creative direction to the fine points of negotiating a contract with your photographer. We invite you to enjoy the results of Dana’s recent photo shoots below. Our clients love this work, and we are proud to have helped make their image shine.
The true magnitude of digital growth.
Posted by Eric Welsh | Filed under Advertising, Interactive, Technology, social media
This is a must-watch powerful video on the magnitude of digital and predictions for its growth. Our world is changing, and our agency is prepared.
“Green” is great news—are you telling your story?
Posted by Tracy Stottler | Filed under Advertising, Tips and Trends Series, social media
Hotels and resorts are major consumers of resources and products, so it’s encouraging to see properties committed to preserving and conserving. (It’s also satisfying to see guests’ response—73 percent of guests who are aware of their hotel’s conservation programs report participating in those programs.*) Green policies are good for the planet. And with sustainability being a major hot button for guests, they’re good for business too. Here are ways to get the word out about your green programs and policies:
Tell Your Story on Your Site
Let your website tell guests how they’ll experience your eco-friendly features—whether they’re staying, meeting or dining at your property.
Example: For a recent update of Lansdowne Resort’s website, we added a “We’re Green” link on almost every page to detail the resort’s programs for accommodations, meetings, dining and more. See how benefits of a “green meeting” are described here.
And, if you’ve gone through the effort to get green certification (Green Seal or IACC Leader in Environmental Responsibility, for example), display those seals and logos proudly on your website, as well as your e-brochures and e-marketing communications.
Share Green News through Social Networking
Use your property’s Facebook page and Twitter account to let guests know the latest news. Is your chef sourcing great local produce and artisan products? Have you created a nature trail on your property? Or perhaps you’ve just switched to a line of totally recycled paper products. All are great stories to share with your fans—or to make a video to post on YouTube. (Picture your chef in a cooking demo, preparing your signature dish with those local ingredients.)
Example: When Dana helped The National Conference Center launch its Facebook page, “Environmental” was the first of four blog topics. Visit NCC’s Facebook page here.
Leverage the Power of Green
Look for opportunities to include green incentives with offers and promotions. You’ll align your brand with a sustainability message and create strong emotional appeal.
Example: To announce the International Association of Conference Centers (IACC) 2011 Conference, Dana created an exciting “Rev It Up” theme with a cool all-electric scooter that will be given away by the conference host, The National Conference Center. This eco-friendly gift will increase attendance AND demonstrate the environmental awareness of IACC and the hosting conference center. See the entertaining video that features the scooter here.
Plant Ideas for the Future
At Dana Communications, we’re eager to create partnerships that build a greener world—for our clients, our company and our community. One of the people we’re proud to partner with is Greg Christian (www.gregchristian.com), a man who’s passionate about both sustainable food and business models. Greg says: “Embarking on the journey toward a sustainable business model benefits not only your community and our environment, but it will grow your business as well.”
We couldn’t agree more. And we can see these ideas growing every day here at Dana’s headquarters in New Jersey, where we’ve partnered with a local restaurant to plant an organic garden literally in our company’s backyard. Watch our video and see where the Dana team likes to wander, ponder and have lunch. And, please, come join us next time you’re in Hopewell.
*According to J.D. Power and Associates 2010 North America Hotel Guest Satisfaction Index StudySM
Twitter Sneaker — Follow or Unfollow?
Posted by Eric Welsh | Filed under Advertising, Design, social media
We are certainly involved in the hospitality community here at DANA. But, several of us are also into fashion, sneakers, time pieces and so forth.When I came across this custom designed Nike sneaker from self-proclaimed “Sneaker Freaker” Daniel Reese I had to share.
Do you have to always get from point "A" to "B" in 140 steps?
Is it really Brand Awareness versus ROI?
Posted by Mark D’Amico | Filed under Advertising, Media, Tips and Trends Series
In the last two years, as the financial crisis escalated and our economy struggled, clients focused like a laser on their return on investment (ROI). This makes complete sense, as marketing budgets have come under increasing pressure and scrutiny, resulting in the need to measure and evaluate the effect of every marketing dollar spent. And to be honest, this should really be standard practice regardless of the economic environment.
But in tough times, ROI-speak is ubiquitous. And if taken too far, this kind of thinking can promulgate the idea that brands must choose between generating brand awareness or producing ROI. Often, the decision is, “I don’t need awareness. I want ROI!”
In our view, this kind of thinking is backwards. Because in reality, brand awareness is never at odds with ROI. On the contrary, awareness is actually a primary driver of ROI. Consider the following data from an example hotel’s analytics:
This data shows the property’s top ten site traffic sources, ranked by revenue for a recent 30-day period. What you see here is typical: the bulk of the measured revenue is attributed to organic search and direct site traffic.
Logically, it makes the most sense to try to increase organic and direct traffic. A 10% increase in those referral sources would do more to improve the bottom line than doubling all the other sources combined. So how is that accomplished?
First, you must understand what those sources of traffic represent. Your organic traffic is, quite simply, what your site is optimized for in Google and other search engines. Assuming that these engines do their job well, the traffic you attain organically should come from keywords that describe your property.
While it’s likely that you are receiving good organic traffic from generic search, i.e., “(your city) hotel,” it’s even more likely that your organic search is dominated by brand terms. After all, no keywords describe you better than your brand keywords.
The next greatest source of revenue—direct traffic—comes from users who have either bookmarked your site or entered your URL directly into their browser. This traffic is very similar in quality and qualification to brand search. These are prospects who know you by name and are seeking you out.
What do I do with this information? Is the answer more brand search?
We do believe in the importance of brand search, yet in this story, it is not the cause of success, but rather the result of it. As illustrated above, a large percentage of all the revenue measured by analytics was a result of brand awareness. Strong brands that invested in their brand for years before the economic crisis were better positioned to reap the benefit of that awareness during the crisis.
How do I know if my marketing activities are generating brand awareness?
Generating greater brand awareness means reaching new, uninitiated prospects. Advertising is a prime source for new visitors. This includes non-brand pay-per-click, email and rich media.
Site-usage statistics are key to determining the effectiveness of advertising in creating brand awareness. If a referral source is generating quality visits, then you can be sure prospects are interested in your property and that you’re creating brand awareness.
But brand awareness and brand advertising are not the same thing, and driving brand awareness does not have to be expensive. For instance, social media is an important key. Facebook and other social networks have real potential for increasing brand exposure. While your fans know you, their network may not. Every person connected to your fan page is also connected to people who don’t know you. Pushing quality content and exclusive offers through social networks is a cost-effective way to gain brand awareness. (Click here to read more on managing social media.)
In the end, those with the most brand awareness win. Get your brand terms onto the keyboards of your best prospects. Contact mdamico@danacommunications.com to learn how the right mix of search, email, rich media and social media can create brand awareness.
“If I knew then what I know now…”
Posted by Lynn Kaniper | Filed under Advertising, Tips and Trends Series, Travel
At the start of the recession, some companies put the brakes on—a response as natural as slowing down when hitting an icy patch on the road. Marketing cuts are understandable when companies face tough choices about retaining staff or slashing budgets. Long-term plans get derailed when key decisions are no longer in the hands of the marketing team. Whatever the reasons, the results were similar: delayed decisions, reduced spending and postponed plans for new strategies. And like hitting the brakes on ice, the outcome wasn’t what these companies wanted.
Now the recession’s thawing. The road ahead looks a little smoother. And those who stopped moving forward are struggling to catch up. As companies dust off their marketing plans and update the media schedules, you can hear them lament: “If I knew then what I know now…”
As hospitality marketing experts, we know a slowdown is not the time to apply the brakes. In fact, it’s a time to strategically rev up your marketing message to capture the market share left behind by others. Clients who took our advice on this aren’t playing catch-up—they’re out in front of the competition. Here’s how they did it:
Resisting the urge to cut.
When business slows, cutting advertising and marketing reduces business even more. Instead, switch to marketing strategies that can be accurately tracked, so you’ll get value out of every dollar you spend.Focusing on past and present customers.
If you don’t already have a relationship-building program, now is the time to launch one. If your program is in place, ramp it up with new ideas to reward your customers and show them you appreciate their business. This will pay dividends now—and help you retain business during future slow-downs.Mixing it up.
For best results, use multiple marketing strategies to grow your business. In addition to paid print and online advertising (banner ads, PPC, etc.), try social networking, blogs, podcasts and video. How many of these are you using now?Continuing to build the brand.
Shine your image. Polish your reputation. When business is back, you’ll stand out brilliantly in the crowd. (For more about this, see “Brand Stewardship” on Dana’s blog.)
For more about partnering with Dana to seize opportunities in every situation, contact bprewitt@danacommunications.com.
20th Century Travel: 100 Years Of Globe-Trotting Ads
Posted by Charisse Gallagher | Filed under Advertising, Travel
I recently ordered some summer reading, mostly filled with my usual lighthearted beach reads and memoirs. Then I remembered a magazine clipping that I had placed on my fridge a few months back—20th Century Travel: 100 Years of Globe-Trotting Ads. While not a beach read by any means (this book weighs about 10 lbs, I swear!), I couldnt wait to crack it open. I was instantly fascinated by the story of how travel has evolved over time, and by all the creative, especially the ads from the early 1900s. The artwork was beautifully done (by hand, of course) and so detailed. It put into perspective a bit how much time and effort it must have taken for just one piece of artwork, and by contrast, how easy it is for us to take or buy a photograph to use in our layout now. Truly a fascinating read and a great coffee table book that allows you to travel along with the changing times.
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Description from Amazon:
The metabolism of travel changed more in the last century than in the previous half-millennium, a stunning transformation triggered by American wanderlust. In less than 100 years, the U.S. mass-produced the automobile, invented airplanes, freeways, motels, even sent men to the Moon. Travel grew ever faster and easier. Above all, it was democratized — enabling millions to explore distant lands, or see their own more fully.
At the start of the 20th century, only people with extensive disposable income and time to spare could enjoy leisure travel. By the century’s end, journeys took hours, not days, and mass travel — especially brief air flights — became the new normal. Along the way, ocean liners broke speed records, aerodynamic trains roared down the tracks, stylish boat-plane clippers evolved into jumbo jets. Whether aboard high-speed locomotives or ships, jets or Greyhound buses — or when setting their own schedule on the open road — Americans demanded ever greater mobility and wider choice of destinations, thereby setting a new standard for travelers around the world.
A lush visual history of this national wanderlust, this volume features 400-plus print advertisements from the Jim Heimann Collection, which illustrate the evolution of leisure travel — from domestic to global, exclusive to popular, exotic to standardized — and its crucial role in American culture.
With an introduction, decade-by-decade analysis, and an illustrated timeline, this book highlights the cultural and technological developments that transformed travel from a cushioned journey of the elite into a convenient leisure pastime for the general public. 20th Century Travel takes us on a grand tour of travel’s golden age.
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Brand Stewardship: Who Are You?
Posted by Lynn Kaniper | Filed under Advertising, Media, Technology
In today’s frenzy to gain business, keep costs low and make owners happy, have you lost who you are?
These days, everyone is heavily concerned with driving ROI and maximizing the bottom line. We’re all looking for more cost-effective ways to spend our dollars. But in doing so, have you lost your brand? Do you still know who you are? Does your audience?
Organizations that want to thrive in today’s marketplace must have greater concern for upholding the higher values that support their brand’s promise and preserving a distinctive relationship with their markets. They must accept responsibility for ensuring that their brand stands for value, service, quality and the other attributes that matter most—over the long term—to the people they serve.
The question is: How should you move forward while staying true to your identity?
Answer: Introduce innovation to stay ahead of the game.
You have tight budgets, so you need to act smart. Have you been putting off your marketing plan or reduced it so much that it’s lost impact? If so, think about utilizing low-cost social media marketing. It has become huge in speaking the voice of a brand, and it can help sell your product while building brand value.
Essentially, it’s all about the brand, and communicating through multiple channels is key. Surround your target audience with online, offline and social media, as well as public relations and word of mouth. If you focus too much on any one area, you may hinder your efforts.
Your goal should be to drive action, not just push readable content. More than simply creating and parking, brands must engage their targets, promote interest, feature great offers and share them across all channels.
And don’t rely solely on social media either. You can form a large fan base on Facebook, but you may be left without pertinent data to collect for your own lists. Build your lists and reinforce what works for you. The aim is to drive action over short periods of time and then integrate it into a fuller program.
It is important to manage and grow a list of go-to people that will help fill need periods and become advocates for your business as well. Without control of such a list, and without the ability to integrate your email outreach into your social media, you will lose a big asset in terms of expanding the effectiveness of your efforts.
Above all, a brand implies a promise. This promise is to remain dedicated to the level of quality people have come to expect. Brand loyalty boosts sales, and maintaining a strong and consistent expression of your company’s brand is critical to fostering credibility, authenticity and loyalty.
This is why the great brands are those whose organizations act as stewards of the brand relationship. This means communicating the vision and what the organization stands for, even at times when you need to promote value or run specials to fill occupancy. Think about how you do that now… At these times, do you stay true to who you are?
If the brand message is not easily conveyed and readily understood, chances are the brand or its strategy is flawed. It may be time to reevaluate your brand stewardship:
- What does your brand promise?
- Does it appeal to your primary audience?
- How does your current identity undervalue or undermine your brand?
- What are you doing well or need to work on in terms of branding?
- How do you position the brand so that it’s more effective?
Finally, a brand must have the depth to adapt and grow with the changing times. The world is unpredictable, and change is constant. To move forward and get ahead, it is essential that you know exactly who you are, that you communicate a consistent image of your brand and that you engage your customers to keep them coming back.
Learn more about partnering with Dana to become a steward for your brand. Contact lkaniper@danacommunications.com.
An Online Marketing Analysis—
Posted by Eric Welsh | Filed under Advertising, Dana News, Interactive, Uncategorized
John Caiger has created a very cool presentation about online marketing. Use the arrows to navigate. It’s best to click “more” and go into full screen mode.
Facebook: Like it or Leave it? What are you going to do?
Posted by Eric Welsh | Filed under Advertising, Interactive, Technology, Tips and Trends Series, social media
Today Mark Zuckerberg will be announcing Facebook’s new privacy controls. Within the past few weeks there has been serious dissatisfaction within the social network. Glitches, Inbox confusion and the introduction of Open Graph has really led people to rethink their status. The folks at Mashable surveyed just over 5,000 users and asked, “Why are you planning to leave Facebook?”
The results taken from this survey and pulled from the Mashable website are graphed below.
