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Bright ideas for inspiring brands.
Insight Report.
Hospitality. February 2013
During 2012, we saw a huge number of new offerings in the hospitality sector. From the growth in barbecue food to an ever-growing number of street food vendors and the ubiquity of the gourmet burger, the industry is changing and brands often face an uphill struggle when it comes to creating a real point of difference.
In this insight report, we take an alternative look at ways hospitality brands can distinguish themselves, by seeing what can be learnt from the broader marketing industry beyond the sector.
Insight Report. Hospitality.
Insight Report. Hospitality.
The hospitality industry often provides an important 'third space' for many people, a distinct place that sits between home and work. But with so many brands operating in the same space, how should you reward loyalty? Here are some ways that brands from other sectors have addressed it. Recognising your fans' efforts – Honda.
Fans will often go above and beyond to demonstrate their love for particular products or brands – this kind of passion can quickly rub off on other fans and inspire them to become advocates.
As a way of recognising and spreading the passion, Honda matched particular fans in their activity, rewarding them for the love that they’ve shown the brand.
http://on.fb.me/jwlGVq http://bit.ly/knGmUd Give fans control – CIMB Bank.
Giving users control over relatively small aspects of your business can result in high levels of brand loyalty, as CIMB Bank in Malaysia proved.
By offering their users the opportunity to design their new credit card, the bank grew their fan base to 500,000 active, engaged fans who were, unsurprisingly, all very aware of the bank’s credit card offering.
http://bit.ly/JrZnoI
Driving fan loyalty.Making your fans hang on your every word.
Giving users control
Recognising fans
User-generated content creates a huge opportunity for hospitality brands. Managed well, UGC can provide a hugely accessible recommendation platform, viewed by thousands of people, as well as creating momentum for a campaign. Unboxing & Haul videos.
‘Unboxing’ refers to technology lovers recording themselves unveiling (and getting very excited about) new products, whilst ‘Haul videos’ allow consumers to show off everything they've bagged in a recent shopping spree.
Both types of content have been tapped into by relevant brands, supplying new technology or shopping sprees to prominent video bloggers. With the issue of diners photographing their food becoming such a hot potato in the industry, will anyone take the bold step of encouraging their customers to film and share their experience?
Unboxing: http://bit.ly/13GRkiP Haul: http://bit.ly/U3dAAL Doritos 'Crash the Super Bowl'.
For the past seven years Doritos have invited fans to create an advert, with the two winning submissions being broadcast during the Super Bowl. For the first time this year Doritos moved the campaign on to Facebook which proved highly successful – in both entries and online views and votes – showcasing how fan-on-fan interaction can really do wonders for your brand.
http://bit.ly/YZI7zs
Utilising your fans.User-generated content.
Insight Report. Hospitality.
Sharing products
Developing wider
audiences
Customers are becoming increasingly vocal about their experiences with brands, and with the ever growing number of social media platforms, brands need to attempt to retain control of the reviews being made – taking some ownership of the customer review process may be a viable alternative to the battleground of TripAdvisor. Positive reviews – Evans Cycles.
Evans Cycles take a credible and pro-active approach, requesting reviews through their ‘Ride It & Rate It’ scheme regularly following purchases and actively seeking to rectify any issues that customers may have. By allowing the full gamut of honest reviews, the retailer presents a sense of balance and confidence in its service.
http://bit.ly/XbYrtN Kia x Reevoo.
It's been proven that consumer reviews carry a lot more weight than brand propaganda. Embracing customer feedback, Kia cars have focused their 2013 campaign purely around this strategy. Teaming up with Reevoo, a section of their website has become a hub for customer commentary. Allowing for feedback, both positive and negative, again presents a confident brand with a realistic outlook on the market.
http://bit.ly/WKG8AA
Utilising your fans.Reviews & recommendation.
Insight Report. Hospitality.
Review & recommendation
Embracing consumer opinion
Many brands, from high-street food retailers to smartphone manufacturers, are declaring the merits of their delivery chain to build a brand story – and with the recent scandal in food retail, consumer fears about food security are going to keep this topic firmly on the agenda.
Once we get beyond the obvious argument in defence of traceability, people will be looking for more positive ways to keep these stories fresh. We can look to brands who use their own values and heritage to mark a compelling point of difference about themselves. John Lewis – Never Knowingly Undersold.
Quality is the main rationale behind promoting a provenance message but, quality doesn’t always have to focus on ingredients. Quality can come from service, from price or from a belief that runs through the company.
John Lewis demonstrate their quality through their core comms message 'Never Knowingly Undersold' – a mission statement for the brand that instills confidence in their customers.
http://bit.ly/YBqzrp British Airways – To Fly, To Serve.
Of course, British Airways has a long history in the aviation market. Having been around in the early days of passenger flight, they are also privileged to be associated with a high level of service. The brand took advantage of this perception and created a brand platform that backed it up. 'To Fly, To Serve' runs through everything the brand does, from advertising to uniforms – and is (allegedly) most obvious in their in-flight service.
http://bit.ly/XjRd84
Life beyond provenance?How to write a believable brand story.
A business belief
Emphasising quality
Mission statements
Insight Report. Hospitality.
Sam Allen Head of Business Development +44 (0)20 7239 9283 [email protected]
If you'd like to see more, just get in touch…
Studio Output / London Unit 4, The Piano Works 117 Farringdon Road London EC1R 3BX+44 (0)20 7239 9270 [email protected]
Studio Output / North 2 Broadway Lace Market Nottingham NG1 1PS+44 (0)115 985 3444 [email protected]
