An Integrated Approach Connects Your Brand to Your Customer
By Mercedita Roxas-Murray EVP Strategy/Brand Planning & Operations, RedPeg Marketing | June 16, 2013
Hotels today face a lot of pressure. Competition in the marketplace, the struggling economy and lower consumer spending requires hotels to do more to acquire and engage new customers and create repeat business. It is hard to stand out, and to create a point of difference that not only matters to the customer but breaks through. This is why integrated marketing, the marriage of traditional marketing, event or personal engagement, and social media, is so very important to create a relationship with the whole customer. It feeds both rational and emotional needs and enables dialogue with the customer when he or she wants to be engaged. Integrated marketing tools provide the opportunity to get closer to that customer. And today, closest to the customer wins.
Stay True to Your Brand
No matter what marketing initiatives you engage in, from advertising to social, you must be true to your brand. And while many in marketing throw out the term brand, few understand what a brand really is. Simply, a brand is your name, logo, product, service or company. But it is also a set of expectations and a commitment of benefits. And more importantly, a brand is:
- a promise delivered through experience
- attractive to consumers because of how it makes them feel
- clearly defined and provides an emotional connection
- a trusted, reliable and valuable identity
Consumers have a belief about your brand that is created as a result of how they come into contact with your brand – through images, sounds, experiences and dialogue. And those contact points create and form the perceptions that determine whether someone wants to start and continue a relationship with your property or stop being a patron altogether.
These contact points are the integrated marketing tools that touch customers daily.