Playing in the big league?
By Georges Panayotis, President & CEO - MKG Group
Hotel brands are not visible or perceptible enough by the general public, and yet that's where they find their customers… both present and future. It's a fact! A disappointing one, but the exorbitant cost of ad campaigns on televised media explains why. So shots are taken and risks are run! Marketing managers, whether in large chains or at a modest scale, look for ideas to generate a buzz in secret hopes of following in the footsteps of successful ads such as Kyriad's in 2007, that was hijacked by the French satire program "Guignols de l'Info" in the middle of the presidential campaign (L'Elysée, vous y êtes si bien que vous ne voulez pas le quitter - L'Elysée, so comfortable you don't want to leave), and spread like wildfire on the Web.
identification. The joke can miss its target, or worse wind up ridiculing the product or its clients! With their current reputation, hotel brands still need to rely on basics, communications that highlight promise without caricature. It is a subtle balance because the pertinence of the message must be clear in a matter of seconds, a couple of phrases and images, and remain fixed in the mind of the future consumer for a sufficient amount of time.
Many possibilities can influence customers' choices, and advertising vacillates between a fastidiousaccumulation of arguments and excessive simplification to strike a slogan that makes a difference. True, a brand's awareness and recognition are the best means for avoiding falling into the phenomenon of "white labeling," which makes it easier for online retailers to seize the business. But does that mean it is necessary to change universe? Is it necessary to set up comparisons at the risk of forgetting who we are and where we come from?
When it comes to hotels, the client has needs and expects first to be reassured about the fullsatisfaction of his needs, to feel confident about the value delivered in regards to the price paid, and so much the better if reality goes beyond the promise. Reality means that the diversity of experiences is a more likely outcome rather than permanent enchantment. Building a service is naturally less predictable than building automobiles in computerized factories. Creating successful hotel advertisements and activating the right levers offer an additional challenge.
When it was launched Renault's compact Clio claimed it had "all the stuff of big cars", producing a bigappeal in a small package, but with no intention does compa