Editorial Board   Guest Author

Mr. Bendaña

Fred Bendaña

Senior Vice President, Sales and Marketing, Creative Producers Group

Fred Bendaña is Senior Vice President for Creative Producers Group, a leading producer of large-scale business meetings, special events, media production, and marketing communications. In his role, Mr. Bendaña leads new business development; existing customer growth and retention; brand and market communications; and overall top-line sales and profit growth. Mr. Bendaña has more than 15 years of experience supporting leading multinational clients with customer marketing and employee engagement endeavors. Prior to Creative Producers Group, Mr. Bendaña worked in various sales leadership roles at Maritz Motivation Solutions, the unit of Maritz Holdings that designs and manages customer loyalty solutions, employee recognition, sales and channel incentives for leading Fortune 500 clients. Mr. Bendaña earned his undergraduate degree in international business and marketing from Saint Louis University and an M.B.A. from Washington University in St. Louis - Olin Business School. He serves on the Maritz Corporate Giving Council, the alumni board of Washington University, the advisory board for the Global Retail Marketing Association (GRMA), the marketing committee for the board of directors' at the Magic House, a Children's Museum in St. Louis, and is active in the American Marketing Association.

Mr. Bendaña can be contacted at 314-367-2255 or fbendana@getcreative.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.