Set up a PR Campaign Using Harvard's Approach
By Lorraine Abelow Founder & President, Abelow PR | April 23, 2017
The Harvard Business School coined the term Unique Selling Propositions (USPs) as a marketing concept in the early 1940s. Abelow PR, a boutique public relations agency that specializes in the hospitality field, follows this strategy as the basis for its campaigns. Identifying these points about your brand is a fundamental step. From there, you should develop an elevator pitch that summarizes what makes you different from everyone else. During the dot-com boom of the 1980s and 1990s, the elevator pitch was created to give the target market the gist of a company and overall raison d'être. Here we'll discuss the steps involved in creating a successful PR campaign.
The concept of the "elevator pitch" comes from a likely situation where you and someone else are on a moving elevator. During this time, you only have a few seconds to convince the person you're with why your company is different and better from the others out there before the elevator reaches its designated floor.
If you're marketing a hotel, it's vital to differentiate your property from the competition. This provides you a foundation for sales. In order to do this, you must make all of your marketing channels consistent with your communication methods that explain why somebody should stay with you based on your distinct offerings.
Your travel PR firm should take you through this process at the outset of the campaign. The time required to do this is minimal, but it's absolutely essential when creating a successful marketing program. If you fail to do this, everything you say about your hotel might sound just like all the properties down the street.
Mission statements aren't elevator pitches. Mission statements are different because, while they define your goals and company ethics, they don't necessarily say what distinguishes your property so you can sell it.