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 June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.