Studio Output Hospitality Insight Report Feb13Presentation Transcript
Bright ideas forinspiring brands.
InsightReport.Hospitality.February 2013During 2012, we saw a huge number ofnew offerings in the hospitality sector.From the growth in barbecue food toan ever-growing number of street foodvendors and the ubiquity of the gourmetburger, the industry is changing andbrands often face an uphill strugglewhen it comes to creating a real pointof difference.In this insight report, we take analternative look at ways hospitality brandscan distinguish themselves, by seeingwhat can be learnt from the broadermarketing industry beyond the sector.Insight Report.Hospitality.
Driving fan loyalty.Making your fans hang on your every word.The hospitality industry often provides animportant third space for many people, a distinctplace that sits between home and work. But with Recognisingso many brands operating in the same space, howshould you reward loyalty? Here are some ways fansthat brands from other sectors have addressed it.Recognising your fans efforts – Honda.Fans will often go above and beyond todemonstrate their love for particular products orbrands – this kind of passion can quickly rub off onother fans and inspire them to become advocates.As a way of recognising and spreadingthe passion, Honda matched particularfans in their activity, rewarding them forthe love that they’ve shown the brand.http://on.fb.me/jwlGVqhttp://bit.ly/knGmUdGive fans control – CIMB Bank.Giving users control over relatively small aspectsof your business can result in high levels ofbrand loyalty, as CIMB Bank in Malaysia proved.By offering their users the opportunity todesign their new credit card, the bank grewtheir fan base to 500,000 active, engagedfans who were, unsurprisingly, all very Giving usersaware of the bank’s credit card offering. controlhttp://bit.ly/JrZnoIInsight Report.Hospitality.
Utilising your fans.User-generated content. Sharing productsUser-generated content creates a huge opportunityfor hospitality brands. Managed well, UGC canprovide a hugely accessible recommendationplatform, viewed by thousands of people, aswell as creating momentum for a campaign.Unboxing & Haul videos.‘Unboxing’ refers to technology lovers recordingthemselves unveiling (and getting very excitedabout) new products, whilst ‘Haul videos’allow consumers to show off everythingtheyve bagged in a recent shopping spree.Both types of content have been tapped into byrelevant brands, supplying new technology orshopping sprees to prominent video bloggers.With the issue of diners photographing their foodbecoming such a hot potato in the industry, willanyone take the bold step of encouraging theircustomers to film and share their experience?Unboxing: http://bit.ly/13GRkiPHaul: http://bit.ly/U3dAAL Developing widerDoritos Crash the Super Bowl. audiencesFor the past seven years Doritos have invited fans tocreate an advert, with the two winning submissionsbeing broadcast during the Super Bowl. For the firsttime this year Doritos moved the campaign on toFacebook which proved highly successful – in bothentries and online views and votes – showcasinghow fan-on-fan interaction can really do wondersfor your brand.http://bit.ly/YZI7zsInsight Report.Hospitality.
Utilising your fans.Reviews & recommendation.Customers are becoming increasingly vocalabout their experiences with brands, and with theever growing number of social media platforms,brands need to attempt to retain control of thereviews being made – taking some ownershipof the customer review process may be a viablealternative to the battleground of TripAdvisor. EmbracingPositive reviews – Evans Cycles. consumer opinionEvans Cycles take a credible and pro-activeapproach, requesting reviews through their ‘RideIt & Rate It’ scheme regularly following purchasesand actively seeking to rectify any issues thatcustomers may have. By allowing the full gamutof honest reviews, the retailer presents a senseof balance and confidence in its service.http://bit.ly/XbYrtNKia x Reevoo.Its been proven that consumer reviews carrya lot more weight than brand propaganda.Embracing customer feedback, Kia cars havefocused their 2013 campaign purely around thisstrategy. Teaming up with Reevoo, a section oftheir website has become a hub for customercommentary. Allowing for feedback, bothpositive and negative, again presents a confident Review &brand with a realistic outlook on the market. recommendationhttp://bit.ly/WKG8AAInsight Report.Hospitality.
Life beyond provenance?How to write a believable brand story. Mission statementsMany brands, from high-street food retailers tosmartphone manufacturers, are declaring the merits oftheir delivery chain to build a brand story – and with therecent scandal in food retail, consumer fears about foodsecurity are going to keep this topic firmly on the agenda.Once we get beyond the obvious argument in defenceof traceability, people will be looking for more positiveways to keep these stories fresh. We can look tobrands who use their own values and heritage to marka compelling point of difference about themselves.John Lewis – Never Knowingly Undersold. EmphasisingQuality is the main rationale behind promoting a qualityprovenance message but, quality doesn’t always have tofocus on ingredients. Quality can come from service, fromprice or from a belief that runs through the company.John Lewis demonstrate their quality through theircore comms message Never Knowingly Undersold– a mission statement for the brand that instills A businessconfidence in their customers. beliefhttp://bit.ly/YBqzrpBritish Airways – To Fly, To Serve.Of course, British Airways has a long history in theaviation market. Having been around in the early days ofpassenger flight, they are also privileged to be associatedwith a high level of service. The brand took advantageof this perception and created a brand platform thatbacked it up. To Fly, To Serve runs through everythingthe brand does, from advertising to uniforms – and is(allegedly) most obvious in their in-flight service.http://bit.ly/XjRd84Insight Report.Hospitality.
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