Marketing Review - Spring 2008 - (Page 94)

Building Imagery [ J A N I C E M AYO ] FIVE-STAR otel brands consistently strive to establish a loyal customer base. Everything from reward programs, personalized service, and “whatever, whenever” amenities help consumers build trust in and loyalty to a particular chain. But a marketer’s effort to build a brand has to go beyond incentives and service. Iconic imagery plays a vital role in developing a brand’s signature look and establishing a relationship with consumers—sometimes even before guests step into a property. When deciding on a hotel, travelers will often search online to make a selection. More often than not, it is the images on a hotel’s Web site that will influence a consumer’s purchase decision, which means the photography used online must reflect the brand’s personality and speak to its unique offerings in order to captivate consumers. Furthermore, this distinctive, tailored imagery must also be utilized in the advertising and marketing collateral to promote the brand. In an effort to reduce costs, hotels often use stock photography for their print materials, which can create a sense of disengagement from the brand presence that appears on the hotel’s Web site. Developing custom images for a chain or a specific property is a sure-fire way for marketers to convey the right positioning to consumers at the decision-making moment. For brands with properties around the world, customizing photography for each location may seem like a daunting task involving extensive coordination, time, and resources. In fact, the cost/benefit ratio is excellent, considering the fact that delivering a unique image and presence for each property will generate more business by highlighting benefits and features on the site while still being in alignment with the brand as a whole. The key to developing effective imagery is engaging a partner with experience—one that is able to evaluate a company’s current image and provide strategic guidance on the type of images to use to communicate a brand’s desired messages. Additionally, a knowledgeable partner can leverage its network of professional photographers and creative consultants to execute all A picture may be worth a thousand words, but only if the image influences a consumer’s purchasing decision. It is imperative for a hotel brand, therefore, to partner with a creative provider experienced in producing customized images that catch the eye and communicate a brand’s “desired messages,” personality, and style. H 94 HSMAI MARKETING REVIEW • SPRING 2008 SB10063725K-001/ALLISON MICHAEL ORENSTEIN/GETTY IMAGES

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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