pentahotels                                              t7F London 21/02/08 ALL RESERVED              Explaining how t7F ...
New      2t7F London 21/02/08 ALL RESERVED
ambitionre-engineer    edit and innovate         no stars              brilliant essentials                    no frills  ...
& it’s NEW      4t7F London 21/02/08 ALL RESERVED
ambition design-led unique philosophy                          PROFESSIONAL part of the revolution                        ...
essential luxury                     relevant quality     modern appeal                     attractive pricingideal for cu...
target assumptions                                    25 - 40 25 – 50 mass affluent                                    35 ...
Reading launch pad template test market                   t7F London 21/02/08 ALL RESERVED               8
We think we can add value to the marketing of pentahotels                                                                t...
definitiondirection                communication            expression                                          t7F London...
definition? interrogate formalise:    essence                     promise                           values                 ...
Delivery tight parameters                      brand distillation                      manifesto online and offline       ...
13t7F London 21/02/08 ALL RESERVED
why? precision rigour                     No manage expectation inform + reassure   Deviation excite                      ...
why? anticipation media shorthand third party relationships staff on message                                  t7F London 2...
direction? identify + segment understand                           t7F London 21/02/08 ALL RESERVED                      16
direction? identify + segment understand                           why?                                      precision    ...
audiences3 key segments:           local mass affluent           corporate           event-led                             ...
audienceslocal mass affluent        • household income £40,000+        • live within 40 miles … and discerning            ...
audienceslocal mass affluent        • household income £40,000+        • live within 40 miles … and discerning            ...
875,000 individuals   my car should catch people’s attention   278   I like innovative cars                   272   I like...
875,000 individuals   my car should catch people’s attention   278   I like innovative cars                   272   I like...
Collaboration direct market through brand affiliations    BMW                        378,000 owners    Audi               ...
communication? right channels high impact opportunities offline / online balance manage phases          it’s coming       ...
BRAND                                                                       ADVERTISING        AFFILIATIONS               ...
From integrated narrative to…convergence   … a story that unfolds across                                         t7F Londo...
BRAND                                                 ADVERTISING        AFFILIATIONS                       individual    ...
different aspects of brand story presented todifferent parts of target audienceeveryone has something     relevantbut also...
corporate audiences      29t7F London 21/02/08 ALL RESERVED
corporate audiences create distance congruent media partnerships: wrap + ad + endorsement same technique to local market  ...
The really interesting thing is the connections betweennetworks of staff from corporate clientsand networks of potential c...
BRAND                                                 ADVERTISING        AFFILIATIONS                       individual   Y...
33t7F London 21/02/08 ALL RESERVED
A simplified demonstration      34t7F London 21/02/08 ALL RESERVED
Overlapping networks Flood generated                            5,678 members 14 uploaders                               i...
Connected to Reading local alumni  extended networks ads to follow IPs Facebook +500 groups @ +200 members                ...
What can you do now?      37t7F London 21/02/08 ALL RESERVED
Tell                     Connect                                   Show      38t7F London 21/02/08 ALL RESERVED
Social Networks“…A bigger role than ever….no company,      government or NGO can afford to                                ...
Expression of a buyable ‘new’ that connects                                                   t7F London 21/02/08 ALL RESE...
Product ideas                The done deal                Captain’s table reinvented                Kinko’s               ...
42t7F London 21/02/08 ALL RESERVED
43t7F London 21/02/08 ALL RESERVED
44t7F London 21/02/08 ALL RESERVED
45t7F London 21/02/08 ALL RESERVED
46t7F London 21/02/08 ALL RESERVED
47t7F London 21/02/08 ALL RESERVED
Tuesday                                   eCRM type                                   communication      48t7F London 21/0...
49t7F London 21/02/08 ALL RESERVED
Adding value            definitiondirection                communication                                              t7F ...
How can we help? flexibility fully integrated package some parts just ideas prefer relationships can do ad hoc            ...
Thank youfor your time.Robert & Philip020 7843 9450                       t7F London 21/02/08 ALL RESERVED                ...
barter?the collateral you’ve gotto help pay for the collateral you need£10million media value              from just      ...
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Penta Hotels Pitch

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A pitch document to the Penta Hotels brand prior to the opening of the first UK location

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Penta Hotels Pitch

  1. 1. pentahotels t7F London 21/02/08 ALL RESERVED Explaining how t7F London can add value to the team behind pentahotel Reading 1
  2. 2. New 2t7F London 21/02/08 ALL RESERVED
  3. 3. ambitionre-engineer edit and innovate no stars brilliant essentials no frills t7F London 21/02/08 ALL RESERVED destination 3
  4. 4. & it’s NEW 4t7F London 21/02/08 ALL RESERVED
  5. 5. ambition design-led unique philosophy PROFESSIONAL part of the revolution INFORMALITY t7F London 21/02/08 ALL RESERVED 5
  6. 6. essential luxury relevant quality modern appeal attractive pricingideal for customers whosetastes and expectationshave moved on t7F London 21/02/08 ALL RESERVED 6
  7. 7. target assumptions 25 - 40 25 – 50 mass affluent 35 - 50 sophisticated up to a point high, not traditional, standards still quite conventional t7F London 21/02/08 ALL RESERVED 7
  8. 8. Reading launch pad template test market t7F London 21/02/08 ALL RESERVED 8
  9. 9. We think we can add value to the marketing of pentahotels t7F London 21/02/08 ALL RESERVED 9
  10. 10. definitiondirection communication expression t7F London 21/02/08 ALL RESERVED 10
  11. 11. definition? interrogate formalise: essence promise values toneCLARIFY t7F London 21/02/08 ALL RESERVED 11
  12. 12. Delivery tight parameters brand distillation manifesto online and offline t7F London 21/02/08 ALL RESERVED 12
  13. 13. 13t7F London 21/02/08 ALL RESERVED
  14. 14. why? precision rigour No manage expectation inform + reassure Deviation excite t7F London 21/02/08 ALL RESERVED 14
  15. 15. why? anticipation media shorthand third party relationships staff on message t7F London 21/02/08 ALL RESERVED 15
  16. 16. direction? identify + segment understand t7F London 21/02/08 ALL RESERVED 16
  17. 17. direction? identify + segment understand why? precision accuracy no wastage t7F London 21/02/08 ALL RESERVED no mis-communication 17
  18. 18. audiences3 key segments: local mass affluent corporate event-led t7F London 21/02/08 ALL RESERVED 18
  19. 19. audienceslocal mass affluent • household income £40,000+ • live within 40 miles … and discerning t7F London 21/02/08 ALL RESERVED 19
  20. 20. audienceslocal mass affluent • household income £40,000+ • live within 40 miles … and discerning I tend to go for premium rather than standard goods / services. I try to go somewhere different on holiday every time. You should seize opportunities in life when they arise. How I spend time is more important than the money I make. I like to pursue a life of challenge, novelty and change. t7F London 21/02/08 ALL RESERVED I often do things on the spur of the moment. What I want most in life is to have fun + enjoy life’s pleasures. 20
  21. 21. 875,000 individuals my car should catch people’s attention 278 I like innovative cars 272 I like to drive fast 272 I read financial pages of my newspaper 264 I attend live music 346 I attend the theatre 254 I go to art galleries 245 I go to leisure centres 183 t7F London 21/02/08 ALL RESERVED 21
  22. 22. 875,000 individuals my car should catch people’s attention 278 I like innovative cars 272 I like to drive fast 272 I read financial pages of my newspaper 264 I attend live music 346 I attend the theatre 254 I go to art galleries 245 I go to leisure centres 183 t7F London 21/02/08 ALL RESERVED 22
  23. 23. Collaboration direct market through brand affiliations BMW 378,000 owners Audi 284,000 owners Mercedes 281,000 owners Audi index 592 Mercedes index 395 BMW index 344 and local music / theatre venues mailing lists. t7F London 21/02/08 ALL RESERVED 23
  24. 24. communication? right channels high impact opportunities offline / online balance manage phases it’s coming it’s arrived it’s here t7F London 21/02/08 ALL RESERVED 24
  25. 25. BRAND ADVERTISING AFFILIATIONS local SMEs weekend CENTRAL DIRECTEXPERIENCE non corporate COMMS MARKETING resident IDEA event led VFR t7F London 21/02/08 ALL RESERVED ONLINE PR 25
  26. 26. From integrated narrative to…convergence … a story that unfolds across t7F London 21/02/08 ALL RESERVED different platforms 26
  27. 27. BRAND ADVERTISING AFFILIATIONS individual DIRECTEXPERIENCE individual MARKETING individual t7F London 21/02/08 ALL RESERVED ONLINE PR 27
  28. 28. different aspects of brand story presented todifferent parts of target audienceeveryone has something relevantbut also something to share / tradeeach audience network connects with other networksall exist together in a fluid community t7F London 21/02/08 ALL RESERVED 28
  29. 29. corporate audiences 29t7F London 21/02/08 ALL RESERVED
  30. 30. corporate audiences create distance congruent media partnerships: wrap + ad + endorsement same technique to local market t7F London 21/02/08 ALL RESERVED 30
  31. 31. The really interesting thing is the connections betweennetworks of staff from corporate clientsand networks of potential customers t7F London 21/02/08 ALL RESERVED 31
  32. 32. BRAND ADVERTISING AFFILIATIONS individual Your customers are trading informationEXPERIENCE individual DIRECT MARKETING - join them. individual t7F London 21/02/08 ALL RESERVED ONLINE PR 32
  33. 33. 33t7F London 21/02/08 ALL RESERVED
  34. 34. A simplified demonstration 34t7F London 21/02/08 ALL RESERVED
  35. 35. Overlapping networks Flood generated 5,678 members 14 uploaders in ‘staff’ group ‘Newbury staff’ 156 entries 1,607 members using ‘vodafone’ tag t7F London 21/02/08 ALL RESERVED 1,376 ‘easy’ find 35 staff blogs
  36. 36. Connected to Reading local alumni extended networks ads to follow IPs Facebook +500 groups @ +200 members t7F London 21/02/08 ALL RESERVED corporate and staff entries 36
  37. 37. What can you do now? 37t7F London 21/02/08 ALL RESERVED
  38. 38. Tell Connect Show 38t7F London 21/02/08 ALL RESERVED
  39. 39. Social Networks“…A bigger role than ever….no company, government or NGO can afford to Tell ignore them…” Show“…will become the dominant channel for viral marketing campaigns…”“…will become the primary arena for highly targeted marketing and advertising…” Connect“…Consumer power will manifest itself through t7F London 21/02/08 ALL RESERVEDsocial networks….” (Experian Hit Wise Report January 2008) 39
  40. 40. Expression of a buyable ‘new’ that connects t7F London 21/02/08 ALL RESERVED 40
  41. 41. Product ideas The done deal Captain’s table reinvented Kinko’s Daily pleasure Mobile taster Railway walk-up t7F London 21/02/08 ALL RESERVED 41
  42. 42. 42t7F London 21/02/08 ALL RESERVED
  43. 43. 43t7F London 21/02/08 ALL RESERVED
  44. 44. 44t7F London 21/02/08 ALL RESERVED
  45. 45. 45t7F London 21/02/08 ALL RESERVED
  46. 46. 46t7F London 21/02/08 ALL RESERVED
  47. 47. 47t7F London 21/02/08 ALL RESERVED
  48. 48. Tuesday eCRM type communication 48t7F London 21/02/08 ALL RESERVED
  49. 49. 49t7F London 21/02/08 ALL RESERVED
  50. 50. Adding value definitiondirection communication t7F London 21/02/08 ALL RESERVED expression 50
  51. 51. How can we help? flexibility fully integrated package some parts just ideas prefer relationships can do ad hoc t7F London 21/02/08 ALL RESERVED 51
  52. 52. Thank youfor your time.Robert & Philip020 7843 9450 t7F London 21/02/08 ALL RESERVED 52
  53. 53. barter?the collateral you’ve gotto help pay for the collateral you need£10million media value from just £3million cash t7F London 21/02/08 ALL RESERVED 53

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