What's Your Line? Concept Clarity Means Success
By Andrew Freeman President, Andrew Freeman & Company | May 19, 2010
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