Marketing Review - Spring 2008 - (Page 44)

Extraordinary Minds DAVID GREEN Chairman of the Board DAVID GREEN ORGANIZATION Chicago, Illinois 25 CARYN KBOUDI Vice President, Corporate Communications OMNI HOTELS Irving, Texas MIKE HAMPTON, ED. D. Dean-College of Hospitality Management LYNN UNIVERSITY Boca Raton, Florida HELEN KIDD President KIDD & ASSOCIATES Coral Gables, Florida and what they represent, and gets back to them quickly and simply says ‘I want your business’— pretty much the basics of selling.” “Plan your work and work your plan,” suggests Garfield. “Develop contingency or “shelf promotion” concepts that you may need if your primary initiatives don’t work as planned. Always embrace a continuous improvement mindset by constantly monitoring the marketplace both within and outside your primary industries to adapt to a rapidly-changing environment.” Tracy Fairman, chief operating officer of EproDirect/MeetingMart, says urgency and flexibility are critical. In the meeting planning world, “The greatest concern with planners is response time. We also need to take the time to listen to our clients needs and have the flexibility to adjust and individualize our customer service to their needs. “In every industry, customers will pay for value or distinction,” explains Tyre. “Where it is not perceived to be present, consumers are ruthless at negotiating and driving price down. Owners and general managers need to allocate as much time and budgets in creating value distinctions as in executing short-term sales and marketing programs. We are exploring a model that combines revenue management, technology, and branding in an integrated process. Ever think you’d hear of a revenue manager, brand strategist, and Web programmer collaborate together? The combination is essential to building a more competitive and sustainable sales and marketing program, particularly for smaller chains that must compete against the efficiencies of the mega-operators.” Partnering Up KATE HARTH Director of Sales and Marketing THE RITZ-CARLTON HOTELS OF NEW YORK New York, New York BRAD KING Managing Director TRAVEL CATEGORY, YAHOO! Sunnyvale, California JAMES R. HEPPLE Tourism Consultant ST. LUCIA TOURIST BOARD Coral Gables, Florida “No provider can work at optimum levels in isolation,” offers Hampton. “Today’s customers demand an experience that extends beyond what has been traditionally offered. Hotels partner with spa operators, restaurants with theaters, destinations with airlines, and so on because the power of appeal to customers is raised exponentially. This allows each party to focus on doing the very best job in their area of business focus, while capitalizing on the increased value of the paired offering.” Garfield agrees that you can’t go it alone even when you have the blessing of size and scope. “Your marketing and sales resources should be effectively complemented by partners who can help you expand your reach and often get your message in front of prospects who aren’t being influenced by your conventional efforts.” Green is big on managing relationships and says the way to go is outsourcing: “stay with what you do well and give the rest away.” He HSMAI MARKETING REVIEW • SPRING 2008 44

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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