Integrated Marketing Campaigns Put it all Together
By Doug Luciani Chief Associate, PRofit from PR - Public Relations & Marketing | May 06, 2010
There was once a time where a company could develop a product, advertise the product in newspapers, on television and on the radio, and build a successful brand worth millions and perhaps billions of dollars. Proctor and Gamble followed that strategy for decades. However, today's consumer is not as easily swayed by a clever jingle or celebrity spokesperson.
Today, consumers respond to a dialogue. Businesses can't simply speak at their audience, but instead must establish a relationship, positive interactions, and honest communications. In order to accomplish this, businesses in any industry, including hospitality, need to implement and execute integrated marketing campaigns.
Visit Florida, the Sunshine State's official tourism promotion corporation, conducted a survey to determine what most influenced people to plan a Florida vacation. Advertising finished a distance fifth behind word of mouth, their official web site, travel articles (public relations), general travel web sites, and even specific hotels and resorts. Advertising only finished slightly ahead of travel agents and timeshares.
While the impact of advertising may be diminishing, it still plays a role in developing business. But, it simply can't be the only tool you pull out of your marketing toolbox, or even the lead tool. Integrated marketing campaigns are led by a combination of public relations efforts, promotions, e-marketing, advertising, and even the service you deliver to guests.
One of the keys to a successful integrated marketing campaign is that it must create an experience for the consumer. Don't simply tell the consumer your resort has a spa. Your marketing efforts should be developed in a way that the consumer actually experiences the spa before they've even checked in.
More and more, integrated marketing campaigns find public relations taking the lead because PR has always been about relationships with multiple audiences. PR is evolving into content development that helps a business create experiential marketing concepts for consumers. Sharing your story with the press through media relations helps to create a third-party endorsement of your property.