Editorial Board   Guest Author

Mr. Cobb

Lucas Cobb

VP, Integrated Planning, MMGY Global

Lucas Cobb currently leads the Account Planning practice with MMGY Global. MMGY, based in Kansas City, Missouri, is an integrated marketing firm with a 30-year history of providing objective driven advertising, online marketing, web and mobile asset development, social program management, CRM, and brand design services to travel industry clients. In this role he is in charge of translating MMGYs insights garnered from market research and core client goals into hyper-targeted, measureable multi-channel campaign strategies. Prior to becoming the VP, Integrated Planning Mr. Cobb ran the interactive account management team and also acted as lead product strategist for MMGYs mobile offerings. Mr. Cobb has been with MMGY for 3 years. In this time he has led the planning and implementation of projects for Barbados Tourism Authority, Dolce Hotels and Resorts, KSL Resorts, Silversea Cruises, and many others. From 2004 to 2009 Mr. Cobb was with another Kansas City firm, Barkley. At Barkley he was responsible for management and oversight of the agencies project management office that consisted of staff responsible for the execution of project assignments across on and offline mediums. He and his team worked on accounts ranging from Sonic Drive-in to Build-A-Bear Workshop and Pennsylvania Tourism. In the mid 1990s through the early 2000s Mr. Cobb worked as and Interactive Marketing Director, a web designer / developer and also ran his own interactive and direct marketing consulting practice. This background in early website development, ecommerce, traditional advertising and direct marketing coupled with his experiences implementing campaigns across such media has enabled Mr. Cobb to approach client opportunities without channel bias. Instead, he looks at every opportunity through a lens formed from quantifiable statistics and goal oriented thinking. Because, in the end, true success can only be achieved when strategy, implementation and measurement work in harmony. Mr. Cobb is a graduate of The University of Oklahoma and holds a Bachelors degree in Journalism with emphasis in professional writing.

Mr. Cobb can be contacted at 816-300-5169 or lcobb@mmgyglobal.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.