2. Insight
Report.
Hospitality.
February 2013
During 2012, we saw a huge number of
new offerings in the hospitality sector.
From the growth in barbecue food to
an ever-growing number of street food
vendors and the ubiquity of the gourmet
burger, the industry is changing and
brands often face an uphill struggle
when it comes to creating a real point
of difference.
In this insight report, we take an
alternative look at ways hospitality brands
can distinguish themselves, by seeing
what can be learnt from the broader
marketing industry beyond the sector.
Insight Report.
Hospitality.
3. Driving fan loyalty.
Making your fans hang on your every word.
The hospitality industry often provides an
important 'third space' for many people, a distinct
place that sits between home and work. But with Recognising
so many brands operating in the same space, how
should you reward loyalty? Here are some ways
fans
that brands from other sectors have addressed it.
Recognising your fans' efforts – Honda.
Fans will often go above and beyond to
demonstrate their love for particular products or
brands – this kind of passion can quickly rub off on
other fans and inspire them to become advocates.
As a way of recognising and spreading
the passion, Honda matched particular
fans in their activity, rewarding them for
the love that they’ve shown the brand.
http://on.fb.me/jwlGVq
http://bit.ly/knGmUd
Give fans control – CIMB Bank.
Giving users control over relatively small aspects
of your business can result in high levels of
brand loyalty, as CIMB Bank in Malaysia proved.
By offering their users the opportunity to
design their new credit card, the bank grew
their fan base to 500,000 active, engaged
fans who were, unsurprisingly, all very Giving users
aware of the bank’s credit card offering.
control
http://bit.ly/JrZnoI
Insight Report.
Hospitality.
4. Utilising your fans.
User-generated content.
Sharing
products
User-generated content creates a huge opportunity
for hospitality brands. Managed well, UGC can
provide a hugely accessible recommendation
platform, viewed by thousands of people, as
well as creating momentum for a campaign.
Unboxing & Haul videos.
‘Unboxing’ refers to technology lovers recording
themselves unveiling (and getting very excited
about) new products, whilst ‘Haul videos’
allow consumers to show off everything
they've bagged in a recent shopping spree.
Both types of content have been tapped into by
relevant brands, supplying new technology or
shopping sprees to prominent video bloggers.
With the issue of diners photographing their food
becoming such a hot potato in the industry, will
anyone take the bold step of encouraging their
customers to film and share their experience?
Unboxing: http://bit.ly/13GRkiP
Haul: http://bit.ly/U3dAAL
Developing
wider
Doritos 'Crash the Super Bowl'. audiences
For the past seven years Doritos have invited fans to
create an advert, with the two winning submissions
being broadcast during the Super Bowl. For the first
time this year Doritos moved the campaign on to
Facebook which proved highly successful – in both
entries and online views and votes – showcasing
how fan-on-fan interaction can really do wonders
for your brand.
http://bit.ly/YZI7zs
Insight Report.
Hospitality.
5. Utilising your fans.
Reviews & recommendation.
Customers are becoming increasingly vocal
about their experiences with brands, and with the
ever growing number of social media platforms,
brands need to attempt to retain control of the
reviews being made – taking some ownership
of the customer review process may be a viable
alternative to the battleground of TripAdvisor.
Embracing
Positive reviews – Evans Cycles. consumer opinion
Evans Cycles take a credible and pro-active
approach, requesting reviews through their ‘Ride
It & Rate It’ scheme regularly following purchases
and actively seeking to rectify any issues that
customers may have. By allowing the full gamut
of honest reviews, the retailer presents a sense
of balance and confidence in its service.
http://bit.ly/XbYrtN
Kia x Reevoo.
It's been proven that consumer reviews carry
a lot more weight than brand propaganda.
Embracing customer feedback, Kia cars have
focused their 2013 campaign purely around this
strategy. Teaming up with Reevoo, a section of
their website has become a hub for customer
commentary. Allowing for feedback, both
positive and negative, again presents a confident
Review &
brand with a realistic outlook on the market. recommendation
http://bit.ly/WKG8AA
Insight Report.
Hospitality.
6. Life beyond provenance?
How to write a believable brand story.
Mission
statements
Many brands, from high-street food retailers to
smartphone manufacturers, are declaring the merits of
their delivery chain to build a brand story – and with the
recent scandal in food retail, consumer fears about food
security are going to keep this topic firmly on the agenda.
Once we get beyond the obvious argument in defence
of traceability, people will be looking for more positive
ways to keep these stories fresh. We can look to
brands who use their own values and heritage to mark
a compelling point of difference about themselves.
John Lewis – Never Knowingly Undersold. Emphasising
Quality is the main rationale behind promoting a quality
provenance message but, quality doesn’t always have to
focus on ingredients. Quality can come from service, from
price or from a belief that runs through the company.
John Lewis demonstrate their quality through their
core comms message 'Never Knowingly Undersold'
– a mission statement for the brand that instills A business
confidence in their customers.
belief
http://bit.ly/YBqzrp
British Airways – To Fly, To Serve.
Of course, British Airways has a long history in the
aviation market. Having been around in the early days of
passenger flight, they are also privileged to be associated
with a high level of service. The brand took advantage
of this perception and created a brand platform that
backed it up. 'To Fly, To Serve' runs through everything
the brand does, from advertising to uniforms – and is
(allegedly) most obvious in their in-flight service.
http://bit.ly/XjRd84
Insight Report.
Hospitality.
7. If you'd like to see more,
just get in touch…
Sam Allen
Head of Business Development
+
44 (0)20 7239 9283
sam.a@studio-output.com
Studio Output / London Studio Output / orth
N
Unit 4, The Piano Works 2 Broadway
117 Farringdon Road Lace Market
London EC1R 3BX Nottingham NG1 1PS
+
44 (0)20 7239 9270 +
44 (0)115 985 3444
london@studio-output.com north@studio-output.com
studio-output.com
