Editorial Board   Guest Author

Mr. Marion

Dale Scott Marion

Founder, SpareCash

Dale Scott Marion is an entrepreneur and founder of SpareCash, an application for Android and iOS devices that uses caches (of digital cash) to transform marketing into a scientific discipline. His career includes executive-level and consultative positions with a diverse array of businesses, from start-ups and recently incubated companies to Fortune 500 corporations worldwide. In addition, Mr. Marion's previous efforts involving design and award-winning branding campaigns give him an insider's perspective about the power of marketing and technology. This wisdom is at the forefront of Mr. Marion's leadership on behalf of SpareCash, as he is a strong advocate for the practice of marketing-as-an-adventure. Dynamic and exciting, from conception to execution, this strategy enables businesses including those in the hospitality industry to connect with people in a fun and measurable way. The insight these plans produce, which hoteliers and marketing professionals can observe in real-time, are invaluable. Mr. Marion emphasizes these points namely, the need to mobilize consumers and guests, who have mobile devices with his customary passion, both in print and at conferences throughout the United States and abroad. A champion of scientific marketing, enhanced by proprietary technology and respect for peoples inherent curiosity, Mr. Marion works closely with companies to customize this new and effective approach to consumer engagement.

Mr. Marion can be contacted at 949484-4951 or dale@sparecasapp.com

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.