Editorial Board   Guest Author

Mr. Allison

David Allison

Consumer Behavior Specialist, Valuegraphics

Consumer behavior specialist and Valuegraphics pioneer David Allison spent his career thinking about how to influence audiences for clients around the world in a variety of sectors.

Mr. Allison manages a boutique global advisory practice that eliminates the guesswork from strategic planning with statistically accurate third-party verification of who your target audience is, and how they will behave. His book about Valuegraphics, WE ARE ALL THE SAME AGE NOW, was published in 2018 and topped the global marketing and consumer behavior best-seller lists within 24 hours of its release.

Douglas Coupland says "Mr. Allison can see the patterns in the noise and tell us what the real signal is." Dorian Carroll, the VP of Mobile Shopping for Amazon says "Mr. Allison knows how to understand, reach and motivate target audiences more effectively and efficiently." Inc Magazine named his book one of the top ten Leadership Books of the year.

Dr. Piers Steel, the author of The Procrastination Equation, professor of Organizational Behavior and Human Resources at the University of Calgary and distinguished research chair at the Canadian Center for Advanced Leadership in Business, noted that "Social Media Giants and foreign powers seeking to manipulate election results know what drives choices and behavior- human values. Mr. Allison digs into this value fountainhead and makes its inner workings into a useful tool."

Mr. Allison provides research and advisory services on consumer behavior to companies around the world. His speaking engagements are managed by the Global Speakers Agency and the National Speakers Bureau.

Please visit http://www.valuegraphics.com for more information.

Mr. Allison can be contacted at +1 604-786-0152 or david@valuegraphics.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.