The Real Marketing Challenge: Favoring Adventure Over 'Awareness'
By Dale Scott Marion Founder, SpareCash | November 2014
The greatest marketing challenge for hoteliers is not, all print and TV promotions to the contrary, an issue of building "awareness."
From luxury brands and their respective catchphrases that emphasize wealth and exclusivity to a chain of roadside motels, their number-as-logo shining like a beacon to tired travelers and corporate journeymen throughout America's interstate highways, there is no confusion or ignorance about the many players within the hospitality industry.
Nor is there any ambiguity, in terms of marketing, of how to reach potential guests.
Simply approximate the weight and the grade of paper stock of that lifestyle or business publication before you. If the distance between the table of contents and the first article is a flip book of seemingly animated sports cars, undulating palm fronds, and sparkling platinum and diamond necklaces, bracelets and earrings; if this makeshift Mutoscope is also an olfactory experience, courtesy of Chanel, Joy and Christian Dior – and if, in this parade of decadence and "scented cinema," there is a full-page advertisement of a luxury hotelier's marquee property – then there is no problem about awareness.
But there is a marketing problem just the same because, in their effort to sell luxury or affordable adventure, these companies – regardless of their station across the pricing spectrum – fail to make marketing an adventure.
Yes, indeed, marketing is (or should be) an interactive adventure. Otherwise, all those dollars spent attempting to make this subject more "scientific" only prove the naysayers' point: That there is nothing scientific about a social science, except its predictable descent into "scientism," a distorted use of the tools and language of science on behalf of something immeasurable and inherently unscientific.