Brand Sync Optimization for hotels and resorts
Three things have to be in sync for you to succeed:
Your Reality, your Brand and your Marketing.
Reality is, well, reality. What you are. Sometimes it’s hard to be objective looking at it from the inside.
Brand is how you define that reality. What distinguishes you from your competition and why anybody should stay with you.
Marketing is how you go about delivering your Brand, including the content and appearance of your messaging, your target and the channels you use to reach that target.
Just to be clear, your Brand is not your logo, ad campaign or tag line. It's a supportable differentiation around which you deliver a unique value, and a clearly defined Brand can help you maintain customer loyalty, avoid competing on price, reduce your competitive set and identify your best target. With a clear Brand, you can go head-to-head with anybody in your market. And win. It’s probably one of the most valuable things you own and certainly one of the most powerful tools at your disposal.
But if what you think you are and what you tell people you are don’t align with what you actually are, you’ve got a problem. And not knowing whether or not they do is an issue. Having all three in step is a key to getting your best marketing ROI.
We can help, with Brand Sync Optimization.
This is not one of those “here’s what you’re doing wrong, so good luck with that” things. We’ll leave you with thinking, like ideas, strategies, creative direction and opportunities. Things you can actually use. A written road map.
After more than 30 years in business — most of them specializing in hotels and resorts — we’ve picked up a lot about What Works, What Doesn’t Work and What’s Important. We know what it takes to have a successful hotel marketing program. And we can help you get your Brand, Marketing and Reality all in sync.
What we’ll do
Shop your property
We’ve been in a lot of hotels in 30 plus years — boutiques, all-suites, luxury, economy, meetings hotels, tropical resorts, urban and suburban properties. We’ve seen what works and what needs work and may well have some suggestions.
In any case, our understanding of the reality of what you’ve got going on will be critical to the rest of the exercise. So we’ll start there.
Assess your Brand Promise
Your Brand is what distinguishes you from the Hotel Down the Street. We’ll dig into what you say about yourself to ensure that it’s clear and based in Reality. We may challenge you on some points. And we’ll offer ways to refine it, clarify it or improve it.
Review your marketing communications strategy and plan
We’ll evaluate your competitive landscape, targets, strategies and delivery channels. If you don’t have a written marketing communications plan, we can write one for you or help you write one.
Assess your messaging and/or creative
And then . . .
Our agency won more than 150 creative awards for our work, including more than our share of HSMAI awards. Whether it’s a website, email or display advertising, we know the difference between creative that works and creative that doesn’t. And what to do about it.
Lots of examples of our work on our website.
We’ll share what we have learned, what we suggest and any specifics about strategy, targets, message and creative we think are appropriate. We’ll make a presentation to you and whomever you think ought to see it. And leave you with all of our thoughts in a document.
Your in-house team (if you have one) can take it and run, we can help you organize a team and train them or we can implement a plan for you.
Whatever works for you works for us.
So let’s talk
Interested?
You can reach Karen Nasuti at 301.222.0010 Extension 1 or email her at karen@nasuti.com.