Mandarin Oriental's "Fan Campaign" has generated 400% returns since its inception.
Find out how does this advertising strategy helps generate extravagant revenues for Mandarin Oriental :)
Vai al mio blog TSM CONSULTING TOURISM DISCUSS
http://discuss.tsmconsulting-barcelona.com
Hotel Branding Strategy: Powerfun tool to position hotel effectively in the market
Strategie di branding alberghiero: Potente strumento per il posizionamento dell'albergo sul mercato
Estrategia de branding hotelero: herramienta eficaz de posicionamiento del hotel en el mercado
International seminar in Tourism Branding Strategy - Tehran, June 9-10, 2010 - Tehran Trading Center
Organized by: Marcopolo Tourism Training Center
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
The Hotel Business Management Training Simulation is a virtual management training game where participants are divided into teams and assigned the task of running 500-room hotels in a competitive virtual marketplace. Each 500-room hotel competes against other 500-room hotels located in the same destination that are managed by other participants. Just like in the real world, hotels compete against each other to attract customers from their target markets that will generate the most revenue and enable the management team to reach their monthly and annual financial and operational objectives.
The Hotel Business Management Training Simulation utilizes both operational decisions made by the management team for their hotel and operational decisions made by competing hotels to determine demand and revenue for each hotel. Operational decisions include, but are not limited to, capital investment, operating expenditures, marketing expenditures and pricing strategies. The external factors such as day of the week, demand patterns, etc. are also factored in the simulation.
At the beginning of each month (round of simulation), the expected average market occupancy percentage for the month will be provided by the instructor. Based on this expected average market occupancy percentage, each hotel management team must determine their objectives and primary and secondary market segments from eight market segments included in the simulation. Afterwards, just like in the real world, the management team must make decisions relating to hotel operations, marketing, distribution, pricing, operational and capital investments, and financing to fund capital and operational expenditures. The challenge is to develop and implement a competitive business strategy that results in a competitive positioning in the marketplace and produces good financial performance as measured by market share, occupancy, RevPAR, ADR, total revenues, net operating earnings and net profits
After making decisions for each month, results are made available to all management teams so that they can see how their actions and their competitors’ actions impact the performance of their businesses. Just like in the real world, each management team must analyze their previous months’ decisions and the outcomes of those decisions, competitors’ actions and strategies in the previous months, market and demand conditions for each segment before making their decisions. In order to be successful, decisions must be rational and logical based on thorough analysis of data from previous months and projections (forecast) for the future.
The Hotel Business Management Training Simulation game provides invaluable training opportunities for managers and management trainees to improve their managerial and operational skills and efficiencies. It also provides great learning opportunities to students who are studying hospitality business management.
Vai al mio blog TSM CONSULTING TOURISM DISCUSS
http://discuss.tsmconsulting-barcelona.com
Hotel Branding Strategy: Powerfun tool to position hotel effectively in the market
Strategie di branding alberghiero: Potente strumento per il posizionamento dell'albergo sul mercato
Estrategia de branding hotelero: herramienta eficaz de posicionamiento del hotel en el mercado
International seminar in Tourism Branding Strategy - Tehran, June 9-10, 2010 - Tehran Trading Center
Organized by: Marcopolo Tourism Training Center
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
The Hotel Business Management Training Simulation is a virtual management training game where participants are divided into teams and assigned the task of running 500-room hotels in a competitive virtual marketplace. Each 500-room hotel competes against other 500-room hotels located in the same destination that are managed by other participants. Just like in the real world, hotels compete against each other to attract customers from their target markets that will generate the most revenue and enable the management team to reach their monthly and annual financial and operational objectives.
The Hotel Business Management Training Simulation utilizes both operational decisions made by the management team for their hotel and operational decisions made by competing hotels to determine demand and revenue for each hotel. Operational decisions include, but are not limited to, capital investment, operating expenditures, marketing expenditures and pricing strategies. The external factors such as day of the week, demand patterns, etc. are also factored in the simulation.
At the beginning of each month (round of simulation), the expected average market occupancy percentage for the month will be provided by the instructor. Based on this expected average market occupancy percentage, each hotel management team must determine their objectives and primary and secondary market segments from eight market segments included in the simulation. Afterwards, just like in the real world, the management team must make decisions relating to hotel operations, marketing, distribution, pricing, operational and capital investments, and financing to fund capital and operational expenditures. The challenge is to develop and implement a competitive business strategy that results in a competitive positioning in the marketplace and produces good financial performance as measured by market share, occupancy, RevPAR, ADR, total revenues, net operating earnings and net profits
After making decisions for each month, results are made available to all management teams so that they can see how their actions and their competitors’ actions impact the performance of their businesses. Just like in the real world, each management team must analyze their previous months’ decisions and the outcomes of those decisions, competitors’ actions and strategies in the previous months, market and demand conditions for each segment before making their decisions. In order to be successful, decisions must be rational and logical based on thorough analysis of data from previous months and projections (forecast) for the future.
The Hotel Business Management Training Simulation game provides invaluable training opportunities for managers and management trainees to improve their managerial and operational skills and efficiencies. It also provides great learning opportunities to students who are studying hospitality business management.
Marriott International, Inc. is an American diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Founded by J. Willard Marriott, the company is now led by President and Chief Executive Officer Arne Sorenson. Today, Marriott International has more than 3,800 properties in over 74 countries and territories around the world.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
Brand and Corporate Identity Management pdfFaakor Agyekum
The training focuses on determining the difference between a brand and corporate identity. Participants are led to recognize the need for branding especially in the service industry as well as identify what can be branded. The training also discusses challenges associated with the branding of services and identifies a simple approach to branding and managing the corporate identity of a firm
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Marriott International, Inc. is an American diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Founded by J. Willard Marriott, the company is now led by President and Chief Executive Officer Arne Sorenson. Today, Marriott International has more than 3,800 properties in over 74 countries and territories around the world.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
Brand and Corporate Identity Management pdfFaakor Agyekum
The training focuses on determining the difference between a brand and corporate identity. Participants are led to recognize the need for branding especially in the service industry as well as identify what can be branded. The training also discusses challenges associated with the branding of services and identifies a simple approach to branding and managing the corporate identity of a firm
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Accommodation, leisure & events management: Innovative success stories. Revamping Leaders Club: Building loyalty through loyalty. Pablo Alcácer (Leading Hotel of the World)
Discover how our vision is to deliver outstanding return on investment with a brand collection that fights against uniformity, celebrates independence, and does business like no other hotel franchise.
Telco Churn Rate Analysis - AEDA Capstone Sook Yen Wong
Working with a team of tech-savvy data scientists, business analysts and IT engineers to develop a Capstone project presentation with Python, SQL, Data Storytelling and Tableau within 2 days! We managed to crack the code with data and provide ideas and solutions to better improve the churn rate for Telco!
Alibaba is one of the top internet company that shines in this digital age.
I learn that simplicity is the key when they work on their company culture.
Great learning from Jack Ma!
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. BACKGROUND
Agency: LONDON Advertising
• Executive Creative Director: Michael Mozsynski & Alan Jarvie
(Previously M&C Saatchi)
Mandarin Oriental Hotel
• Jill Kluge – Group Director of Brand Communications of Mandarin Oriental
• 1999: Asia 5 Star Hotel Group with Oriental Charm
• 2014: Worldwide Recognized Top Luxury Hotel
4. THE ‘FAN’ LOGO
• Agency: Pentagram
• Symbolized: Luxury, Elegance and Comfort
• Represents the Oriental Culture
• Unique Fan for Individual Hotels: to reflect Individuality of each Property
of Mandarin Oriental
5. MARKETING OBJECTIVES
• Year 1999: 7 hotels
• To help Asia Based hotel group Grow Worldwide
• Establishing Mandarin Oriental as a chain of LEGENDARY hotels
Worldwide offering a holistic experience of 21ST CENTURY LUXURY with
ORIENTAL CHARM
• For Jill, 21ST CENTURY LUXURY encompasses 3 elements:
• Tradition
• Quality
• Innovation
6. ADVERTISING OBJECTIVES
• To show the quality of Mandarin Oriental as the finest hotel in the world
• To position Mandarin Oriental as the leader of the luxury hotel sector
worldwide
• To reflect the affinity that Mandarin Oriental guests have with the brand
9. Enjoy fine-dining
TARGET AUDIENCE
High Networth
Earning: More than USD 10k per
year
Liquid asset: Over USD 250,000
Willing to pay a premium
for quality experience
Value personalised
service and experience
Well-travelled
Highly educated, reading
influences their choice of
destinations
Rely on word-of-mouth &
reputation of hotel
Looking for
exclusive, Life
Enhancing
Experience
Choose to live without
compromise and seek only
the best
Own vacation
homes
10. COMPETITIVE FRAME
• Global Competitor: excellence service with excellence geographical
coverage
• Four Seasons: Modern Luxury, Sustained track record (90 hotels, 36
countries)
• Ritz Carlton: Just acquired by Marriott in 1999
• Hilton: Strong brand awareness (550 properties, 80 countries)
• Individual Standalone Boutique Luxury Hotel
• The Carlyle (New York)
• Claridges(London)
• Crillon(Paris)
• Asian Concept with Internationalisation: Shangri-La, Raffles, Banyan Tree
11.
12. CONSUMER BENEFITS
Exclusive, Life Enhancing Experience
• High quality Hotel and Resort
• Personalized service and experience
• Unique gastronomic offer with Michelin Star Moments Restaurant
• Excellent Amenities
• Exciting activities
13. EVIDENCE / SUPPORT
• Awards
• Forbes 5 Star Hotel
• Forbes 5 Star Oriental Spa
• Michelin Star Restaurant with award winning chef
• Forbes 5 Star Spa
• Mobil Five Star Award
• Top 50 Most Sought After Hotel Brands: No. 17
• Top-notch Celebrity Endorsement: 28 from all over the world
• Conde Nast Traveler several times rated Mandarin Oriental
as the number one hotel in many categories in delivering
Asian service
• 15 Hotels still under development so far : 5 (Asia), 6 (Europe
& Middle East), 4 (Americas)
14. CONSUMER PERCEPTION
• Before: Mandarin Oriental is an Asia five-star hotel with great services
• After: Mandarin Oriental is a chain of LEGENDARY hotels offering a
holistic experience of 21ST CENTURY LUXURY with ORIENTAL CHARM,
even the rich and famous choose to stay there
15. TONE & MANNER
• Luxury
• Innovative
• International with Oriental feel
• Top-notch
• Celebrity Status
16. MANDATORIES
• Exceptional Photography Featuring Mandarin Oriental Celebrity-Fan
• Mandarin Oriental – The Hotel Group Logo
• Tagline: He’s a fan. / She’s a fan.
• Fine Prints: To find out why XXX is a fan visit www.mandarinoriental.com
• List of CITIES Mandarin Oriental Hotel Group Located:
ATLANTA
BANGKOK
BOSTON
GENEVA
GUANGZHOU
HONG KONG
JAKARTA
KUALA LUMPUR
LAS VEGAS
LONDON
MACAU
MANILA
MIAMI
NEW YORK
PARIS
PRAGUE
SAN FRANCISCO
SANYA
SHANGHAI
SINGAPORE
TAIPEI
TOKYO
WASHINGTON DC
17. POSITIONING STATEMENT
Mandarin Oriental is a chain of
LEGENDARY hotels offering a holistic
experience of
21ST CENTURY LUXURY with ORIENTAL
CHARM,
even the RICH and FAMOUS choose to stay
there
18. IDEA
• World-class Photography: to reflects QUALITY
• Background, talent and culture of celebrities: to reflect HERITAGE
• Fan Logo + Play on Word Fan: to reflect INNOVATION
• Combined with Charity Cause: Donated money to each Fan’s choice of
charity
24. RESULTS
• Campaign ran for 15 years
• Had 38 fans so far, each supporting a charity cause
• 58 % Ad recall
• Expansion of Mandarin Oriental from 7 hotels to 44 hotels: Grow of 500%
since inception
• Group Profit rose Dramatically