Editorial Board   

Ms. Tocguigny

Yvonne Tocguigny

Chief Creative and Strategy Officer, Archer Malmo

In 1980, Yvonne Tocquigny launched her company, Tocquigny (TOH-KEY-KNEE), and from its inception, the digitally minded creative shop has focused on transforming brands. Adweek, B2B and Clutch have all named Tocquigny a top agency, honors reflective of the shop’s work for clients such as CITGO, Jeep, Dell, Hitachi, USAA and Caterpillar. Collecting and building a talented team of makers, thinkers and doers — all working within a company culture that complements the uniqueness of Austin — Ms. Tocquigny is regarded as a forward-thinker in the industry, one who looks beyond the norm to reach goals and objectives. Ms. Tocquigny has become a business trailblazer, a leading marketer, a sought-after speaker, a respected writer and a mentor to many. In 2015, Archer Malmo, a leading brand communications agency based in Memphis, approached Ms. Tocquigny to consider an acquisition. Learning that Archer Malmo shared many of Tocquigny’s philosophies and values, and understanding that the combination of the two shops would better serve the agency’s clients, Ms. Tocquigny made the bold move to join forces. Despite the change of the company name, the agency’s work for clients in Austin and throughout the country remains the same, as have Ms. Tocquigny’s responsibilities. She continues to advise companies on topics such as digital marketing strategies, branding, messaging, business planning and ways to structure marketing organizations. Yvonne and her senior staff continue to be responsible for generating business for the Austin office. As Creative and Strategy Officer of Archer Malmo, Austin, Ms. Tocquigny remains a popular columnist for the Austin Business Journal and is a frequent speaker for groups of CEOs across the country, international Six Sigma organizations, CEOs in the banking and finance industry and groups of startup entrepreneurs. Recently, Yvonne presented at BMA15, the largest B2B marketing conference in the world. Ms. Tocquigny is a Founding Partner and mentor for The Capital Factory, an incubator for startup companies that draws business talent from across the country. She is an inaugural member of the Advisory Council for the School of Undergraduate Studies at the University of Texas and a member of the Advisory Board of the Harry Ransom Center at the University of Texas. Please visit http://archermalmo.com/ for more information.

Ms. Tocguigny can be contacted at 512-532-2800 or Yvonnet@archermalmo.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.