Mr. Freeman

Sales & Marketing

What's Your Line? Concept Clarity Means Success

By Andrew Freeman, President, Andrew Freeman & Company

Concept clarity is a lot like deciding whether or not you need an extreme makeover. You look in the mirror, you see a lot of warts and blemishes, and you have to decide-am I going to put on a lot of make-up and try to make it work? Or am I going to go under the knife and become that person?

Translated to the hospitality industry, if your concept is not clear-from the confirmation email you send, to the doorman who greets you, to the pantyhose at the concierge desk-then all the make-up in the world is not going to cover up the warts. The minute a customer sees that your marketing concept is just a clever make-up job, you run the risk of alienating them and losing loyal brand advocates.

How important are advocates to the hospitality industry? At the current rate of occurrence, advocacy will directly influence more than $30 billion in travel and hospitality sales in the United States.

Concept clarity plays a key role in turning consumers into advocates, and eventually into brand evangelists. But while getting clear on your concept may seem like a relatively simple idea, saying you are something and actually being that something are not always compatible philosophies.

A couple of examples of recent successful campaigns where concept clarity has played a key role:

Kimpton Hotels "Women in Touch" program

From your first click on the website, the female-friendly message is conveyed with lists of amenities for women at Kimpton hotels, charities that benefit women's causes, and special getaway packages designed specifically for women travelers. The concept gets further defined upon arrival, with details such as welcome wine, in-room spa services, yoga baskets, and kits with forgotten essentials that include hair-styling products and nail-care items. The concept feels organic and fully integrated -- a personal choice rather than an afterthought.

Oahu's Hotel Renew

Beginning with the tranquil limestone and sandblasted-wood d'ecor and the cold-scented towels at check-in, the concept of "refresh, revive, replenish, and renew" is reinforced at every touchpoint in the hotel. Pillow menus, customizable mattresses, spa services, bedside sound machines-even its location just off the main thoroughfare are part of the singular concept.

One of the crucial differences between these hotels and my friend's in Chicago is that they have looked at the four walls and answered two very essential questions: Who do we want to be? Is that who we are? And if the answer was no, they've gone under the knife and addressed any areas where they have fallen short.

Here are some crucial points to keep in mind when you begin the process of clarifying your concept:

Authenticity Breeds Loyalty

76% of all Americans talk about at least 1 brand a day (and average 10) and 61% of conversations have an impact on the likelihood of buying a brand. If your message is authentic, you will create brand evangelists for your product.

o Define Your Differences

It's vital to know where you stand in terms of price point, geographic area, demographic make-up, behavioral patterns, and market saturation as they relate to competition in your market.

Be True To Your Story

Nothing weakens credibility and engenders ill will faster than marketing your product as one thing and then switching gears or backing off when it comes to actual application. Don't start with an ad campaign and backpedal your way into becoming that concept. Before you spend your money, take a look around and ask yourself: Do we have everything to tell our story? Does everyone who works here understand the story?

It Pays to Do Your Homework

As my colleague's experience at the Chicago hotel illustrates -- just because you're a woman doesn't mean you necessarily think about all women's needs. Consider hiring a consultant to walk you through a concept clarity exercise that will help you define who you are, what you want to be, and how you get there as it relates to every aspect of your business. If you want to cater to businesswomen, does your concept cover everyone in the category? Does every touchpoint in your hotel convey the same message? Does your doorman know where the nearest shoe store is? Does your front desk tell the same story as your bellhop?

You Can't Please All the People All the Time

If you're a gay-friendly hotel and you also are claiming to be a family-friendly hotel, are you prepared to make concessions to your image and to that market? Can you deliver all the goods that both these niches require? And is your concept getting muddied in the process?

Bottom line: Get your concept down and you'll reap the rewards with repeat business and loyal brand evangelists. These customers' word-of-mouth praise has the potential to stretch far beyond (and long after) your marketing campaign has run its course.

Andrew Freeman is founder of Andrew Freeman & Co., a consulting agency. Mr. Freeman has worked for Kimpton as VP, Public Relations and Strategic Partnerships. At Kimpton, he developed all public and media relations, including the launching of new properties for the global brand, the group of 40 hotels and restaurants, and for corporate headquarters. He was also responsible for strategic planning, outreach, fund raising, relationship development and execution with industry and community partners. Mr. Freeman can be contacted at 415-781-5700 or andrew@andrewfreemanandco.com Extended Bio...

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