Are you providing an omni-channel experience? Or just a multi-channel one?

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You’ve heard about the importance of using multiple marketing channels to give your audience an “omni-channel” experience. Sounds easy enough, right? Hold on. Contrary to what you might think, though, using multiple marketing channels doesn’t automatically mean you’re providing an omni-channel experience. The key to omni-channel marketing is consistency across those channels. Even if you’ve got a great website and …

Three Ways to Compete Better in 2019

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When a new year rolls around, people make big goals and sweeping proclamations: “I’m going to lose 20 pounds.” “I’ll pay off my credit card by the end of the year.” “I’m done with smoking as of Jan. 1.” The problem is, there usually isn’t a plan behind those grand resolutions. And a month or two from now, many (if …

What’s Your Story?

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The most successful luxury resorts and hotels have a lot in common: superior service, exceptional amenities, refined accommodations. Those things are all important, of course, but they’re not differentiators: They are things that guests expect. So how do these properties set themselves apart? When luxury is expected, how do you provide the unexpected? By telling unique stories—stories that are as …

Beware of Buzzwords

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Buzzwords can be great for your marketing—until they aren’t great for your marketing, that is. What do we mean? Buzzwords have a lifespan, and even though they don’t necessarily die out completely, their effectiveness changes over time. Let’s take “spa,” for example. A lot companies in the last 20 or so years changed their names to include “Resort & Spa” …

What does a Better Brand mean for your company? Part 3

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In this blog series, we’ll look at how to create a more authentic brand—and combine it with effective performance marketing to generate better connections, increased loyalty and higher ROI. Read part 1 here, and part 2 here.  The importance of influencers for Better Brands Brand partnerships with influencers have continued to grow over the past several years, and for good reason: Research …

What does a Better Brand mean for your company? Part 2

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In this blog series, we’ll look at how to create a more authentic brand—and combine it with effective performance marketing to generate better connections, increased loyalty and higher ROI. Read part 1 here.  Marketing your Better Brand You know that creating a Better Brand requires being transparent, having conversations with your customers and building true relationships. Your marketing can play a …

What does a better brand mean for your company?

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In this blog series, we’ll look at how to create a more authentic brand—and combine it with effective performance marketing to generate better connections, increased loyalty and higher ROI.  Three steps to a Better Brand If you follow trends in marketing and branding, you’ve probably heard a lot about “authenticity.” It’s the idea that a brand perceived as honest and …

When It Comes to Influencers, Bigger Isn’t Always Better

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How many Facebook friends do you have? Now, how many of those friends would you say are actual friends—people you engage with and who pay attention to what you post? If you’re like most people, the second number is far lower than the first. The same concept can be applied to working with social influencers. You might think an influencer …

Use Visuals to Create an Experience, Not Just a Story

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We’ve said it before, and it still holds true—video and photography assets are more important to your brand than ever. Why? Because they do more than just tell your story; the best visuals will create a feeling. They transport potential guests into an experience, rather than an obvious sales pitch. Audiences don’t like being sold to—and they can tell when you’re doing …

Six Steps to a More Effective Marketing Plan

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We’re more than halfway through the year already, which means it’s about time for ownership groups to start asking for business and marketing plans. However, too many organizations create “plans” that are more like strategy documents—they outline a direction for the next 12 months, but they don’t include the tactics necessary to achieve the desired objectives. A successful marketing plan …

How To Make the Most of Your Community Giving Program

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As marketers, we’re all used to getting donation requests. Some properties might receive dozens of requests a year, while others might get just a few—but all of them can be difficult to evaluate. Can your property afford a giveaway? Is the organization a good fit for your support? Those two key questions probably come to mind immediately when you’re asked …

The Secrets to Social Success

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Somewhere along the way, most companies missed the point of social media. Think about how hospitality businesses used it, even just a few years ago. Three or four times a week a post would appear, almost always promoting a package or an event. Every message was carefully written and (usually) salesy. Business feeds had all the excitement of a corporate …

Old-school vs. New-school Hotel & Travel Marketing

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Hospitality and travel marketing has shifted dramatically in recent years—the traditional “directory-based” approach, with a few pictures of your property and a list of details about the services and amenities you offer, just won’t cut it anymore. Today, the most effective strategies and tactics focus on creating emotional connections. Think about lifestyle brands in the automotive and luxury retail spaces. …

Generational Marketing in the Hospitality Industry: Baby Boomers

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It’s easy to make assumptions about generations—but doing so can be dangerous for your business. For example, if you’ve missed our other installments, you might think that Millennials don’t buy luxury products or services because they don’t have as much buying power as other generations. In fact, they’re the most likely of any generation to have done so in the …

Generational Marketing in the Hospitality Industry: Generation X

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In our last installment, we learned about the unique challenges of marketing to Millennials—a segment that might not include your target customers of today, but one that could be absolutely vital to your business in the future. While you’re trying to build a lasting relationship with them, however, what are you doing about the customers you need right now? Your …

The Future of Travel – Defined by the Next Generation

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It’s impossible to say for sure what travel will look like in 10 years. But organizers of the inaugural Young Travel Professionals FutureTravelLab conference, held in New York this past January, took a unique approach to getting answers: They actually asked the people likely to be driving those changes—Millennials in the industry. About 80 of them attended, according to Skift.com, …

It’s 2016 – is your marketing stuck in 2010?

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If your marketing is still focused on things like pay-per-click, SEO and print advertising, that’s fine—but it’s not enough. NOT EVEN CLOSE. This year, you need to think bigger. Bolder. So far outside the box that you can’t even see the box. Marketing is constantly evolving, and what you did yesterday is so… yesterday. What you do today is what …

Brown Marketing Announces New Team Members

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Happy New Year! Hope you enjoyed a wonderful holiday season with your friends and family. This year, my New Year resolution is to continue bringing luxury hospitality, travel and tourism clients the most innovative and affordable marketing support in the industry. After managing marketing agencies for 15 years, I know how expensive and frustrating it can be. New account managers …

2016: Maximize Revenue and Marketing ROI

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With budgeting season wrapping up, I thought it might be a good time to remind you of the scope of services Brown Marketing & Public Relations can provide. After managing 6 different agencies simultaneously over the last 9 years as Director of Brand Marketing for Montage Hotels & Resorts, I know the annoyances and inefficiencies with a client/agency relationship. I’ve …

For social media success, focus on stories, not sales

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Many brands—particularly luxury brands—sell more than just products and services. They sell an image. A lifestyle. An experience. And in order to truly enhance and reinforce those brands, their social media outlets need to maintain that focus. That means doing things that might at first seem counterintuitive, such as avoiding direct links to a product page. Why? Because moving beyond …

Five keys to a successful brand partnership

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Brand partnerships can have significant benefits, including an increase in awareness, an expanded customer base, and ultimately, more business. Think Ford and Eddie Bauer. Target and Michael Graves. The James Bond film franchise and Omega. Each of those pairings was memorable, but brand partnerships need to be appropriate, too. After all, KFC’s partnership with Susan G. Komen for the Cure …

Master Multi-Channel Marketing

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There was a time for us marketers when it was all pretty easy. Design a print ad, buy ad space, run “said” ad, maybe issue a press release via a wire service, then call it a day. Today, marketing is multi-channeled, multi-layered and much more complicated. Consider this: a single promotion, new product line, restaurant opening or new hotel package …

Implement Design at the Very Beginning

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Implement design at the very beginning and engage the user at a gut level every step of the way. Apple’s bitten Apple, Tiffany’s robin’s egg blue. These visual elements both feed and define each entity, and are unforgettable. The beauty of good design is that it speaks to consumers at a level that transcends words. It’s a nonverbal connector, actually, …

Luxury Brands Deepen Their Commitment to Digital Marketing and Advertising

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According to a recently study by WBR, luxury brands are spending more money than ever before on digital marketing and advertising [source]. High-end brands are keeping pace with consumers who enjoy (and demand) the convenience and privacy of shopping online. The tipping point has arrived, and the money luxury brands have invested in digital proves it. The survey indicated that …

Marketing like a Genius

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You know it when you see it—the perfect ad in the perfect place that hits all the right notes at just the right time. Nissan UK did this with its Royal Baby tweet—a smart move that worked before the baby was born and is just as relevant now that Princess Charlotte Victoria Diana has finally arrived. This is an example …

Social Influencers: Finding Your Michelle Phan

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As marketers, we’re all familiar with the story of Michelle Phan. Of how, as a video blogger on YouTube, she gained such influence that beauty giant L’Oreal wanted to be a part of her sphere. Thus Phan’s own makeup line, em, was born, and the topic of social influence spread like wildfire in the marketing world. Social influence is the …

3 Tenets of Luxury Brands for Marketers to Mine

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The importance of brand in luxury marketing can’t be overstated. Think quality and prestige so you distinguish the brand and justify the price. Think history and relevance in order to position the brand as alluring and fresh. And, finally, think exclusivity to appeal to people’s desire for status. By weaving these three tenets of luxury brands into your marketing approach, …

2015: Maximize Revenue and Marketing ROI

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With budgeting season wrapping up, I thought it might be a good time to remind you of the scope of services Brown Marketing & Public Relations can provide. After managing 6 different agencies simultaneously over the last 9 years as Director of Brand Marketing for Montage Hotels & Resorts, I know the annoyances and inefficiencies with a client/agency relationship. I’ve …

The Marketing Plan

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“Smart Marketing” is the key to holding onto existing customers and attracting new prospects. A successful marketing strategy begins with a plan. Not the kind of plan you write for owners and stick in a drawer never to be seen again — but, a detailed tactical plan with actionable steps, a critical path schedule and a line item budget. Daunting? …

The Top 5 Areas to Focus Your Marketing Dollars in 2015

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Thinking of dusting off your marketing plan from years past and revising it here and there for 2015? Not so fast. In today’s constantly connected world, your brand needs to feel up-to-the-minute fresh. Any hint of outdated messaging and technology and you risk losing customers. As of January 2014, according to the Pew Internet Project, Americans who own smart phones …

Millennials: Marketing to the Digitally Connected, Luxury-Conscious Generation

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You’ve been hearing for years that print advertising is dead. For millennials, it really is. They go online to research your brand, and they want information in quick, easy-to-digest snippets. Think responsive website design and Twitter feeds, and you’re thinking like a millennial. But why should you think like a millennial? By 2015, this generation – three times as large …

Brand Utility: Making Your Brand Useful

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Just take a look out your window and you’ll see it: People using their mobile phones to make a restaurant reservation, start their cars, share their location with friends. These devices are so ubiquitous and so addictive because they help us in so many ways. Would you engage with your own smartphone as often as you do if it weren’t …

Look. See. Buy.

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We live in a predominately visual, predominately online, predominately social-sharing society — and therein lies a roadmap for your social media strategy. Communicate visually on social sites that support photos, videos and more. Because, when it comes to social media, the character counts may be limited but the potential for visual communication is infinite. Between Pinterest, Instagram and many other …

A Culture Worth Marketing

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The essential aspect of any customer experience is to have a customer-centric culture. Developing a brand requires a unique cultural environment. The culture starts at the management level and trickles to the line staff and then directly to the customer. Does your management team understand the culture? What is your mission/vision statement – do they know, appreciate, understand and live …

Spring Clean

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These days marketing directors are flooded with more opportunities than they can manage. It is overwhelming to try to keep marketing strategies current and effective. This Spring, consider these five quick tips to turbo charge your marketing efforts. Yes, you’re already connecting on Facebook, Twitter, YouTube, Pinterest, Vine, and Instagram, but are you capitalizing on the effectiveness of video to …

Marketing Phases & Helpful Tips

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Although every client has different needs and the effort that goes into every marketing program is unique, the marketing process itself remains constant and can be created through a phased approach. A detailed plan will allow you to communicate a single strategy to all of your partners, agencies, owners, employees, as well as assist in holding others accountable for their …

2014: Maximize Revenue and Marketing ROI

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With budgeting season wrapping up, I thought it might be a good time to remind you of the scope of services Brown Marketing & Public Relations can provide. After managing 6 different agencies simultaneously over the last 9 years as Director of Brand Marketing for Montage Hotels & Resorts, I know the annoyances and inefficiencies with a client/agency relationship. I’ve …

The Marketing Plan

brown The Marketing Minute Leave a Comment

“Smart Marketing” is the key to holding onto existing customers and attracting new prospects. A successful marketing strategy begins with a plan. Not the kind of plan you write for owners and stick in a drawer never to be seen again — but, a detailed tactical plan with actionable steps, a critical path schedule and a line item budget. Daunting? …

Mentor Like You Mean It

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Recent grads are entering the work force this fall, and if you’re lucky, many will be on your marketing team. Fresh, young minds inspire, motivate and sharpen a marketing team with on-trend insights and new energy. But you have to groom your new grads for real-world expectations. Set the stage for them to have a rewarding, successful marketing career, while …

Master Multi-Channel Marketing

brown The Marketing Minute Leave a Comment

There was a time for us marketers when it was all pretty easy. Design a print ad, buy ad space, run “said” ad, maybe issue a press release via a wire service then call it a day. Today, marketing is multi-channeled, multi-layered and much more complicated. Consider this: a single promotion, new product line, restaurant opening or new hotel package …

Video – The Ultimate Eye Candy

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We live in a predominately visual society. When it comes to social media, “characters” are limited while the potential for images is infinite. The video craze is drawing more and more eyeballs every day—from viral sensations to “how to” segments and in-house company commercials. Video, is without question, the most engaging online medium available; a fact that’s now brought us …

A Culture Worth Marketing

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The essential aspect of any customer experience is to have a customer-centric culture. Developing a brand requires a unique cultural environment. The culture starts at the management level and trickles to the line staff and then directly to the customer. Does your management team understand the culture? What is your mission/vision statement – do they know, appreciate, understand and live …

Look. See. Buy.

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Between Pinterest, Instagram and many other up and coming social media sites, there exists a new world of unlimited opportunities for rich media. Photography, B-roll, and videos used to be a “nice to have.” Now they’re a MUST. To compete in today’s marketing world you need assets – lots of them. Invest in photography and B-roll and you won’t be …

Luxury Marketing Tips

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“Smart Marketing” is the key to holding onto existing customers and attracting new prospects. Yes, you’re (hopefully) already connecting on Facebook, Twitter, YouTube, Pinterest, and Instagram, but are you capitalizing on the effectiveness of video to trumpet your brand story and to drive traffic? Consider investing in B-roll that can be developed into small 20-30 second videos. Use these videos …