Good advertising..... for hotels?
Tapiwa Gwaze
Training for daring adventures. Looking for filmmakers and writers to document my victories and failures.
Imagine for a second that you didn’t advertise.
That no one knew that your business existed.
And nobody missed it
Or you told people about it
And nobody listened.
That would be
A tragedy.
Of course some businesses do alright without advertising but good advertising can help your business do great.
Let’s define what good advertising is shall we?
Here is what advertising legend Leo Burnett had to say about it:
“Good advertising does not just circulate information it penetrates the public mind with desires and belief”. Leo Burnett
Advertising makes you dream about products that you have just seen.
If people aren’t dreaming and wishing to buy or experience your product with your advertising then it’s not good advertising.
Of course hotels and hospitality businesses will have a hard time advertising right now because the experience of traveling right now is less than dreamy.
So what should hotels do?
Just accept that they won’t be able to encourage people to travel given what is going on?
No!
Hotels should create an experience that guests will love….. online.
Yes.
I am suggesting having virtual entertainment events that are open to hotel guests, their friends and some staff.
Let me explain why.
One of the best parts of traveling is being able to talk to the people that live there.
To learn the culture.
To make new friends.
Of course this Covid19 thing has thrown a wrench in that.
But you can create an online experience that teaches you guests about the culture and helps connect your guests with each other.
This online experience is something that you can advertise. It is something that can be dreamed about.
It is something that guests would want to enjoy.
I know this may seem like a pretty crazy idea. But I would argue that if hospitality businesses don’t advertise in a way that makes us want to travel, like they did before covid19. That if they just talk about safety and not about passion, entertainment and fun. Then it is crazy to assume that when people can safely travel, they will want to.
What is something that you think hotels should do to encourage travel when it’s safe to do so?
What are other ways hotels can create an awesome experience for guests post-covid19?