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.
This document provides guidance on creating an effective verbal marketing pitch or "verbal billboard." It recommends including three key elements: who you work with (job titles and company sizes/industries), their main problem or challenge including an emotional component, and why they work with you using metrics like dollars, numbers or percentages to describe success stories. An example pitch for a marketing company is given following this structure. The document emphasizes crafting a conversational flow between these three elements to effectively convey value to potential clients.
The document discusses what makes TV commercials memorable. It notes that humor is often cited as the most memorable element. Other effective techniques include using taglines, jingles, and iconic characters. However, advertising can only get customers in the door initially; building trust and loyalty requires a quality product at a good price. To truly stand out, a commercial needs to be unconventional while still addressing a consumer need and showcasing the product in a compelling way using a memorable "hook".
Marketing 101 Powerpoint North Denver Lds Groupseikotran
This document provides an overview of marketing strategies and tips for small businesses. It includes:
- Definitions of marketing and discusses how marketing has changed over time.
- Nine tips for effectively marketing a business, such as enhancing perceived value, limiting decision making, and demonstrating low product costs.
- Information on branding a business, including developing a memorable logo and understanding a brand's strengths.
- Tips for dealing with rejection when advertising and ensuring marketing messages are clear.
- Keys to successful print ads, such as focusing on visual elements and the target market.
- Discussion of calculating return on investment from advertising and finding value through branding collaborations.
- Next steps for evaluating past
This document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines CRM as establishing and maintaining long-term, mutually valuable relationships between customers and organizations. Customer satisfaction measures how well products and services meet customer expectations, and is important for CRM to develop positive customer relationships. Strategies to increase satisfaction include improving quality, service, and resolving complaints. Customer delight exceeds customer expectations and can be achieved through surprising customers. This leads to increased loyalty, sales, and positive word of mouth.
How Your Business Can Stand Out Beyond AdvertisingPhillip Buyondo
The document discusses differentiation as a strategy for businesses to stand out from competitors. It argues that true differentiation comes from identifying attributes that are uniquely valued by customers rather than making empty claims. Differentiation provides benefits like customer loyalty, authentic uniqueness where customers can easily identify the differentiator, and pricing power where customers will pay higher prices due to the delivered value. However, differentiation may not be the best strategy for every business, and competing on multiple attributes like price, quality and service can be a safer approach.
6 Tips For Managing Your Customer Expectations Kelechi Okeke
When your customers’ expectations are not in-tune with the actual experience they have with the brand, it would lead to disappointment and conflict between customers and employees.
Managing customers expectations early in their relationship with your brand is a good way to build trust and retain customers in the long term
The document discusses the importance of effective brand marketing and communication. It introduces the PAW Formula - Listen, Observe, Understand, Distil - to develop a strong brand identity. A case study is presented of how PAW helped the financial services brand GSM improve its marketing materials, leading to increased client acquisition and referrals. The PAW approach aims to fully immerse in a brand to define its values and personality in a communications platform guiding consistent messaging.
This document provides guidance on creating an effective verbal marketing pitch or "verbal billboard." It recommends including three key elements: who you work with (job titles and company sizes/industries), their main problem or challenge including an emotional component, and why they work with you using metrics like dollars, numbers or percentages to describe success stories. An example pitch for a marketing company is given following this structure. The document emphasizes crafting a conversational flow between these three elements to effectively convey value to potential clients.
The document discusses what makes TV commercials memorable. It notes that humor is often cited as the most memorable element. Other effective techniques include using taglines, jingles, and iconic characters. However, advertising can only get customers in the door initially; building trust and loyalty requires a quality product at a good price. To truly stand out, a commercial needs to be unconventional while still addressing a consumer need and showcasing the product in a compelling way using a memorable "hook".
Marketing 101 Powerpoint North Denver Lds Groupseikotran
This document provides an overview of marketing strategies and tips for small businesses. It includes:
- Definitions of marketing and discusses how marketing has changed over time.
- Nine tips for effectively marketing a business, such as enhancing perceived value, limiting decision making, and demonstrating low product costs.
- Information on branding a business, including developing a memorable logo and understanding a brand's strengths.
- Tips for dealing with rejection when advertising and ensuring marketing messages are clear.
- Keys to successful print ads, such as focusing on visual elements and the target market.
- Discussion of calculating return on investment from advertising and finding value through branding collaborations.
- Next steps for evaluating past
This document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines CRM as establishing and maintaining long-term, mutually valuable relationships between customers and organizations. Customer satisfaction measures how well products and services meet customer expectations, and is important for CRM to develop positive customer relationships. Strategies to increase satisfaction include improving quality, service, and resolving complaints. Customer delight exceeds customer expectations and can be achieved through surprising customers. This leads to increased loyalty, sales, and positive word of mouth.
How Your Business Can Stand Out Beyond AdvertisingPhillip Buyondo
The document discusses differentiation as a strategy for businesses to stand out from competitors. It argues that true differentiation comes from identifying attributes that are uniquely valued by customers rather than making empty claims. Differentiation provides benefits like customer loyalty, authentic uniqueness where customers can easily identify the differentiator, and pricing power where customers will pay higher prices due to the delivered value. However, differentiation may not be the best strategy for every business, and competing on multiple attributes like price, quality and service can be a safer approach.
6 Tips For Managing Your Customer Expectations Kelechi Okeke
When your customers’ expectations are not in-tune with the actual experience they have with the brand, it would lead to disappointment and conflict between customers and employees.
Managing customers expectations early in their relationship with your brand is a good way to build trust and retain customers in the long term
The document discusses the importance of effective brand marketing and communication. It introduces the PAW Formula - Listen, Observe, Understand, Distil - to develop a strong brand identity. A case study is presented of how PAW helped the financial services brand GSM improve its marketing materials, leading to increased client acquisition and referrals. The PAW approach aims to fully immerse in a brand to define its values and personality in a communications platform guiding consistent messaging.
This document discusses the importance of branding for spas and salons to differentiate themselves from competitors. It outlines that customers buy a brand based on the experiences, feelings and trust associated with it. It then provides a 5 step process for defining a brand identity including defining core values, competitors, brand strategy, and marketing approach. Specific branding tactics are recommended like developing a name, logo, slogan, signage, website and various advertising and promotion methods to build awareness and loyalty for the brand. The overall message is that having a strong, consistently communicated brand is as important as the services themselves for business success.
The document provides information about a brand management training program that aims to help participants understand the importance of brand management from the perspective of Enterprise Cultural Heritage. The training covers defining what a brand is, identifying key brand elements, and developing a brand management plan. It is estimated to take 2-2.5 hours and includes information on Enterprise Cultural Heritage and its four pillars of management: intellectual property, change, heritage, and brand.
A brand is like a positive prejudice people have towards your product or organization. It helps your business build preference, loyalty and recommendation. But a brand is also a management tool, helping your organization to speak with one voice across the many touchpoints. And finally, a brand is the purpose that unites your employees around a common cause beneficial for customers. This presentation shows what what is needed to become a great brand, create a solid brand strategy, and a branded customer experience.
The document discusses how to brand a business or company. It explains that a brand is more than just a logo or slogan - it is the sum total of all that is known, felt and perceived about a company or product. Building a strong brand takes defining the brand's essence, expressing it visually and through customer experiences, and executing the brand consistently across all touchpoints. Small businesses can use various tools and channels to build their brand in a cost-effective way.
Questions that every Entrepreneur has about his business?
- Who are the key competitors, what can you learn from them, what will it take to outperform them?
- What is the value that you promise to deliver to the customer?
- Why will your target market believe your promise?
- What does the consumer desire and how will you uniquely fulfill that desire?
- What is the fundamental purpose behind your business – that inspires all in the organisation?
- How will the business evolve over time?
- What is your backbone – what is negotiable and what is not?
- How do you present yourself
This document provides an overview of marketing concepts and strategies for small businesses. It discusses defining target markets, conducting market research, establishing brand pillars and values, crafting a mission statement, analyzing competitive advantages, and more. The goal is to help small businesses understand marketing and how to apply key principles to achieve their business objectives over the short and long term.
The document discusses the concept of brands and what they represent. It states that brands go beyond just products and services, and are about understanding and satisfying consumer needs in a profitable way. A brand represents a set of associations in the memory of customers that help differentiate a company's products from its competitors.
This document discusses the importance of branding for dry cleaners. It defines branding as a person's gut feeling about a business and explains that branding is the process of developing consumer beliefs and perceptions about what a business wants them to believe. The branding process involves defining what makes a business unique, writing down its core message, and ensuring consistency across all marketing communications. Developing a strong brand that addresses customer needs and preferences helps businesses attract more customers, for more years, at a higher price.
Branding was presented by Dr. Anshu Singh. The presentation covered concepts of branding including brand types, brand equity, and branding positioning. A brand is more than just a product - it is what the customer buys. A brand is unique and timeless, whereas a product can be copied or outdated. Branding establishes identity, protects products legally, acquires place in consumers' minds, and persuades customers. Brand management develops and maintains the brand promise over time. Strong branding creates brand equity and differentiates a product in the minds of customers.
This document discusses 8 key points about branding and provides 9 examples of strong brands. It emphasizes that every business has a brand that represents customers' perceptions. Strong brands focus on customer experience and problems, build trust through quality and consistency, and differentiate themselves through service, pricing or partnerships. The most important contributors to brand success are intense customer focus, reputation for excellence, compelling value proposition, and quality customer experience.
Getting brilliant briefs from your clientKathryn Ellis
The document provides guidance on how clients can write effective briefs for their marketing agencies. It emphasizes that clear, well-written briefs that define objectives and target audiences lead to better campaign outcomes. A key part of writing a good brief is understanding the client's business and goals for the campaign. The document includes templates and questions clients should answer to provide the necessary context for agencies to develop winning creative strategies.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
The document discusses branding for Centennial and proposes recommendations. It provides background on branding experience and understanding when joining Centennial. Key points include defining a brand, case studies of other companies' branding evolution, work done to date at Centennial including research and logo concepts, and a recommendation to evolve Centennial's branding over 12-15 months starting with corporate materials. Feedback from initial piloting is shared.
This document discusses branding and promotion strategies for Starz Club. It defines branding as distinguishing products from competitors through a distinctive name, packaging and design. Effective branding includes functional, social, spiritual and mental dimensions that position a brand. When creating a brand, companies must associate it with a key customer promise, differentiate it from others and repeat the brand message to promote loyalty.
This document discusses branding and promotion strategies for Starz Club. It defines branding as distinguishing products from competitors through a distinctive name, packaging and design. Effective branding includes functional, social, spiritual and mental dimensions that position a brand. When creating a brand, companies must associate it with a key customer promise, differentiate it from others and repeat the brand message to promote loyalty.
This presentation was created for a seminar by Kate Austin-Avon of Advokate that took place in summer of 2013 at LARAC's Lapham Gallery.
www.advokate.net
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
This document discusses the importance of branding for spas and salons to differentiate themselves from competitors. It outlines that customers buy a brand based on the experiences, feelings and trust associated with it. It then provides a 5 step process for defining a brand identity including defining core values, competitors, brand strategy, and marketing approach. Specific branding tactics are recommended like developing a name, logo, slogan, signage, website and various advertising and promotion methods to build awareness and loyalty for the brand. The overall message is that having a strong, consistently communicated brand is as important as the services themselves for business success.
The document provides information about a brand management training program that aims to help participants understand the importance of brand management from the perspective of Enterprise Cultural Heritage. The training covers defining what a brand is, identifying key brand elements, and developing a brand management plan. It is estimated to take 2-2.5 hours and includes information on Enterprise Cultural Heritage and its four pillars of management: intellectual property, change, heritage, and brand.
A brand is like a positive prejudice people have towards your product or organization. It helps your business build preference, loyalty and recommendation. But a brand is also a management tool, helping your organization to speak with one voice across the many touchpoints. And finally, a brand is the purpose that unites your employees around a common cause beneficial for customers. This presentation shows what what is needed to become a great brand, create a solid brand strategy, and a branded customer experience.
The document discusses how to brand a business or company. It explains that a brand is more than just a logo or slogan - it is the sum total of all that is known, felt and perceived about a company or product. Building a strong brand takes defining the brand's essence, expressing it visually and through customer experiences, and executing the brand consistently across all touchpoints. Small businesses can use various tools and channels to build their brand in a cost-effective way.
Questions that every Entrepreneur has about his business?
- Who are the key competitors, what can you learn from them, what will it take to outperform them?
- What is the value that you promise to deliver to the customer?
- Why will your target market believe your promise?
- What does the consumer desire and how will you uniquely fulfill that desire?
- What is the fundamental purpose behind your business – that inspires all in the organisation?
- How will the business evolve over time?
- What is your backbone – what is negotiable and what is not?
- How do you present yourself
This document provides an overview of marketing concepts and strategies for small businesses. It discusses defining target markets, conducting market research, establishing brand pillars and values, crafting a mission statement, analyzing competitive advantages, and more. The goal is to help small businesses understand marketing and how to apply key principles to achieve their business objectives over the short and long term.
The document discusses the concept of brands and what they represent. It states that brands go beyond just products and services, and are about understanding and satisfying consumer needs in a profitable way. A brand represents a set of associations in the memory of customers that help differentiate a company's products from its competitors.
This document discusses the importance of branding for dry cleaners. It defines branding as a person's gut feeling about a business and explains that branding is the process of developing consumer beliefs and perceptions about what a business wants them to believe. The branding process involves defining what makes a business unique, writing down its core message, and ensuring consistency across all marketing communications. Developing a strong brand that addresses customer needs and preferences helps businesses attract more customers, for more years, at a higher price.
Branding was presented by Dr. Anshu Singh. The presentation covered concepts of branding including brand types, brand equity, and branding positioning. A brand is more than just a product - it is what the customer buys. A brand is unique and timeless, whereas a product can be copied or outdated. Branding establishes identity, protects products legally, acquires place in consumers' minds, and persuades customers. Brand management develops and maintains the brand promise over time. Strong branding creates brand equity and differentiates a product in the minds of customers.
This document discusses 8 key points about branding and provides 9 examples of strong brands. It emphasizes that every business has a brand that represents customers' perceptions. Strong brands focus on customer experience and problems, build trust through quality and consistency, and differentiate themselves through service, pricing or partnerships. The most important contributors to brand success are intense customer focus, reputation for excellence, compelling value proposition, and quality customer experience.
Getting brilliant briefs from your clientKathryn Ellis
The document provides guidance on how clients can write effective briefs for their marketing agencies. It emphasizes that clear, well-written briefs that define objectives and target audiences lead to better campaign outcomes. A key part of writing a good brief is understanding the client's business and goals for the campaign. The document includes templates and questions clients should answer to provide the necessary context for agencies to develop winning creative strategies.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
The document discusses branding for Centennial and proposes recommendations. It provides background on branding experience and understanding when joining Centennial. Key points include defining a brand, case studies of other companies' branding evolution, work done to date at Centennial including research and logo concepts, and a recommendation to evolve Centennial's branding over 12-15 months starting with corporate materials. Feedback from initial piloting is shared.
This document discusses branding and promotion strategies for Starz Club. It defines branding as distinguishing products from competitors through a distinctive name, packaging and design. Effective branding includes functional, social, spiritual and mental dimensions that position a brand. When creating a brand, companies must associate it with a key customer promise, differentiate it from others and repeat the brand message to promote loyalty.
This document discusses branding and promotion strategies for Starz Club. It defines branding as distinguishing products from competitors through a distinctive name, packaging and design. Effective branding includes functional, social, spiritual and mental dimensions that position a brand. When creating a brand, companies must associate it with a key customer promise, differentiate it from others and repeat the brand message to promote loyalty.
This presentation was created for a seminar by Kate Austin-Avon of Advokate that took place in summer of 2013 at LARAC's Lapham Gallery.
www.advokate.net
Similar to Hospitality Recovery - Ensuring your brand and marketing are aligned with your customers in the new world (20)
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Facebook Marketing Strategy with SNJ Global Services.pptxsarfrazkhanm47
Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
https://snjglobalservices.com/.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
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A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
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There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
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HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...Higher Education Marketing
Explore our comprehensive slides on the 2024 social media landscape, tailored for educators and marketing professionals in the field of education. With more than 5 billion social media users worldwide and an average individual engagement across as many as seven platforms monthly, understanding these dynamics is crucial for effective educational outreach. Our slides delve into the pivotal trends and strategic adaptations necessary for thriving in this digital arena. Don't miss this opportunity to enhance your strategies with our expert insights.
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
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