Hospitality Recovery - Ensuring your brand and marketing are aligned with your customers in the new world
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Helping the hospitality industry to prepare for reopening. Ensuring your restaurant, hotel or resorts brand communications engage customers as they 'emerge' into the new world.
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Hospitality Recovery - Ensuring your brand and marketing are aligned with your customers in the new world
- 1. Intro
- 3. First customer ‘impression’ of your company Through to after sales Stimulation of customer senses Emotional memory Mark S Elliott A brand is a term, sign symbol (or a combination of these) that identifies the maker or the seller of the product. Kotler/Armstrong The intangible sum of a product’s attributes: its name, packaging, price, history, reputation and way it is advertised Ogilvy A brand is a person’s gut feeling about a product, service or organisation Neumeier A brand is a contract between a company and consumers Clift
- 4. How have these changed for YOUR Business and YOUR Customers Values 3 Key Elements
- 5. How have these changed for YOUR Business and YOUR Customers 3 Key Elements The Big Idea What are we offering?
- 6. How have these changed for YOUR Business and YOUR Customers 3 Key Elements The Big Idea What makes us different? (to competitors)
- 7. How have these changed for YOUR Business and YOUR Customers 3 Key Elements The Big Idea How can our business stand out?
- 8. How have these changed for YOUR Business and YOUR Customers 3 Key Elements The Big Idea What do our consumers want or need?
- 9. How have these changed for YOUR Business and YOUR Customers 3 Key Elements The Big Idea Where is there a gap in the market?
- 10. How have these changed for YOUR Business and YOUR Customers 3 Key Elements Vision Where was your business going?
- 11. How have these changed for YOUR Business and YOUR Customers 3 Key Elements Vision Where do you want it to go now?
- 12. How have these changed for YOUR Business and YOUR Customers 3 Key Elements Vision Switch emphasis/pivot?
- 13. How have these changed for YOUR Business and YOUR Customers 3 Key Elements Vision Offer an existing product to a new market?
- 14. How have these changed for YOUR Business and YOUR Customers 3 Key Elements Personality How do you use tone, language and design?
- 15. How have these changed for YOUR Business and YOUR Customers 3 Key Elements Personality Are these personality traits still current?
- 16. Convey your company's personality via Stand out/differentiate and disrupt by your unique qualities Graphic design and your visual identity Tone of voice and the language you use Creating a dialogue with customers, involvement & feedback Customer service and staff training Reach via marketing mix and channels you utilise How have these changed for YOUR Business and YOUR Customers 3 Key Elements Personality
- 17. THEN NEW CUSTOMER FEELINGS Recovery Recipe Adjusting Your Brand and Communications FEAR DOUBT DESIRE TRUST EXCITEMENT LONGING
- 20. Thoughts to Take-Away How can you adapt your hospitality communications and brand messaging How can you adapt your business How and where will you place your messaging to engage customers What do you think you will do differently to engender brand trust, advocacy and in turn maximise potential from the ‘new world’ ? ? ? ?
- 21. Build Back Better Assistance Marketing discovery call (zoom or other) to discuss Your brand positioning Advise on marketing strategy and campaigns Help plan communications and budget 2x Marketing Experts No charge https://bit.ly/S4G-BuildBackBetter
Editor's Notes
- Thanks Piyush, Natasha, Lydia and Henal – for inviting me and for your kind introduction…. The subjects of ‘Brand and Marketing, are huge and in this Webinar it would be impossible to cover all the steps involved to develop your brand or define changes to your communications straetgy. I’d be delighted to talk one to one with you to explore ideas together. It is evident that Hospitality and Travel globally, all of their dependent product and serve providers have taken a significant impact from a slow down at end of 2019 then the huge impact over the last 3 months. Cashflow has been severely impacted or reduced to zero, whilst overheads have largely remained due. So even given the generous furlough scheme, the financial strain is significant. On the ‘up side’ as we see a return to some level of normal, there is a huge opportunity coming – customers are missing eating out, meeting friends for a drink and itching to travel. I anticipate, from all the information I have seen that this ‘first wave’ will be huge, a whale of an opportunity. Preparing and starting to re-engage the public now in readiness, will yield returns. So, how can you adjust your leverage your Brand, its personality, reputation and how you communicate with customers to be mindful of their feelings, allay nervousness or concerns? I am going to recap on some high-level Brand fundamentals and some theory, then we will move on to practical and actionable steps – to help ‘Build Back Better’ together! At the end of the webinar I will be sharing an offer to work with you on your strategy.
- There is a need to adapt branding and marketing comms going forward in nearly all businesses globally. As ‘what was’ 100% relevant to your customers 6 months ago, in relation to your business and brand, is unlikely to be ‘the same now’. At least in the immediate to mid-term future QUESTION: Let me ask you and please use Comments, ”What is a brand?” ANSWER: (respond to points made in Comments). There is not right or wrong answer. Let’s see what the Branding ‘Gurus’ think…. A Logo Staff behaviour Colours Service/s Product design Language For advertising Visual recognition Reputation A promise Type face Ethos Trust Communication Profit generation
- Here are some high level ‘definitions’ provided by eminent Branding experts. Are they helpful? I will leave for you to decide….. In my view they are great for Academia but not practical or tangible to act upon or execute Also they often miss key elements such as the staff, service, features, design elements etc. I tend to view branding and marketing communications as: “How a company is viewed from the 1st time a customer has any awareness of you, through to after sales”, “How customers senses stimulated – emotional tie subconsciously” “What emotional memory does your company imprint” - ongoing. So for existing customers they will already have formed a view, am emotional imprint but how are they now feeling? Has it changed? For new customers. first impressions will really count! and how you are sensitive to their feelings will matter.
- Let’s get more tangible Benchmarking 3 key elements to define a plan of brand and marketing actions To compare Against ‘what WAS’ and ‘what is NOW/WILL Be’
- The Big Idea: What are we offering? What makes us different? How can our business stand out? What do our consumers want or need? Where is there a gap in the market?
- The Big Idea: What are we offering? What makes us different? How can our business stand out? What do our consumers want or need? Where is there a gap in the market?
- The Big Idea: What are we offering? What makes us different? How can our business stand out? What do our consumers want or need? Where is there a gap in the market?
- The Big Idea: What are we offering? What makes us different? How can our business stand out? What do our consumers want or need? Where is there a gap in the market?
- The Big Idea: What are we offering? What makes us different? How can our business stand out? What do our consumers want or need? Where is there a gap in the market?
- Vision Your company vision is an understanding of where your business is going or where you want it to go, so you can plan your journey. Your vision may be large scale - such as switching the emphasis of your business from one core area to another. Or it could be simple, such as offering an existing product to a new market.
- Vision Your company vision is an understanding of where your business is going or where you want it to go, so you can plan your journey. Your vision may be large scale - such as switching the emphasis of your business from one core area to another. Or it could be simple, such as offering an existing product to a new market.
- Vision Your company vision is an understanding of where your business is going or where you want it to go, so you can plan your journey. Your vision may be large scale - such as switching the emphasis of your business from one core area to another. Or it could be simple, such as offering an existing product to a new market.
- Vision Your company vision is an understanding of where your business is going or where you want it to go, so you can plan your journey. Your vision may be large scale - such as switching the emphasis of your business from one core area to another. Or it could be simple, such as offering an existing product to a new market.
- When you start communicating your brand to consumers, you will also be expressing the personality of your company through the tone, language and design you use.
- Your brand personality is about how you want your business or product to come across, so it's vital that these personality traits are appropriate to your type of product or service.
- In terms of the marketing mix - I am referring here to all online elements such as: email, social media (which Lydia will be focusing on in detail next week), website, adverts etc. and offline – A-Boards, window displays, shop banners, door drops, VIP invites, menus, in-venue such as the layout and design for safe feeling and ambience (which Natasha covered last week)staff behaviors, branded masks etc. and branded masks for your customers as an advertising medium.
- BRINGING ALL THAT TOGETHER Bridge The GAP Between NOW Customer Feelings, concerns, desires, fears and motivations and how your brand is positioned and communicates NOW Slowly building up to from the ‘old normal’ to the ‘new normal’ but not yet! (It could damage your brand if seen too ‘salesy’ too early) Retain the essence and personality of your brand that gives it equity and marginally adjust (not wholesale change) 2) Build confidence, trust and excitement, also ‘fear of missing out’ demonstrate the ‘new experience’, whilst staying true to your brand elements (quality, customer service, cuisine, ambience; specialities/uniqueness ‘why makes you “famous” to your customers, what have they missed in 3 months + be craving for?) 3) Selling in the future (comms messaging, two-way engagement, which channels, innovations e.g. could a Taxi be laid on to avoid public transport, special offer/comp) 4) Converting —> Create DESIRE and a sense of URGENCY (FOMO on offers, first ‘out’ experience) : as a result of building trust/empathy, sell forward, trust efforts e.g. cancellations, environment, experience | Assurances cancellation policies, ”Pay it Forward”; special offers - potentially higher premium for a unique experience. Something amazing, to capitalise on ‘huge desire’ to meet friends, family, come back together; run comps e.g. ‘Win an Night for 6 people’ by ‘sending us X images of your dream experience, something related to your brands services/menu etc.
- Discussion – Let’s watch these two short brand promo videos Whilst watching please think about “Which hotel brand makes you feel you would most likely wish to stay in one of their hotels and why?” - How do these make you feel? - Less or more likely to ‘move’ towards one or the other? - Can you explain why it makes you feel like that? - What have they done well? What could they have done better?
- Discussion – Let’s watch these two short brand promo videos Whilst watching please think about “Which hotel brand makes you feel you would most likely wish to stay in one of their hotels and why?” - How do these make you feel? - Less or more likely to ‘move’ towards one or the other? - Can you explain why it makes you feel like that? - What have they done well? What could they have done better?
- Close - I hope this very quick overview has sparked some ideas. I wish everyone all the best to recovery and doing well. If you would like to discuss further, I am offering a free ‘Marketing Discovery’ meeting by phone, hangouts or zoom to look at: - You’re brand positioning - Marketing communications and marketing mix - Maximising marketing budget to execute your plan e.g. email, social media, direct mail etc. To maximise your return on investment Feel free to book me in here —> Display and post in messages Calendly link : https://calendly.com/markseanelliott/build-back-better-marketing-support Slides are available on SlideShare POST Link to Messages