Editorial Board   Guest Author

Mr. Hirsch

Jeffrey Hirsch

Founder and President, The Right Brain Studio, Inc.

Jeff Hirsch is the Founder and President of The Right Brain Studio and Adjunct Professor in the graduate Communications Management program at the University of Southern California's Annenberg School for Communications & Journalism. His research insights, business development strategies and new product ideas are responsible for hundreds of millions of dollars in revenues for some of the world's top brands such as Caesar's Entertainment, Disneyland & Disneyworld, Pepsi, Colgate-Palmolive, General Mills, Johnson & Johnson, Brown-Forman, Pizza Hut, Taco Bell, Anheuser-Busch and many others. Mr. Hirsch started his career in advertising account management at DKG advertising in New York City. After working on various brands for the agency's Brown-Forman account, the client hired him to work directly for the company at its Louisville, KY headquarters in Brand Management on the Old Forrester Bourbon brand and innovation projects. He later went on to work on various General Mills brands in Account Management at Campbell-Mithun Advertising, and on the Apple business at Chiat/Day Advertising. Frustrated by the advertising business's categorization of “creativity” - if one department was “creative” by definition, did that mean that all the others weren't? - Mr. Hirsch launched his own business to inject a higher level of creativity and right brain-thinking into the strategic planning process. Many years later, the Right Brain Studio's clients show tangible success based on the company's ability to “connect the dots other people don't' see” and “curate emotions” to zero in on deeply held values and feelings that dictate brand choice. An avid reader, golfer, filmgoer and music lover, Mr. Hirsch enjoys performing solo - or joining his band - at local clubs and events. He also maintains his availability, should the team need his talents, to play center field for the New York Mets. He has an M.S. in Advertising and a B.S. in Communications from Northwestern University.

Please visit htttp://www.therightbrainstudio.com for more information.

Mr. Hirsch can be contacted at 818-400-7922 or jhirsch@therightbrainstudio.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.