To help your marketing campaign to stand out from your competitors, you’ll need to catch the attention of your potential guests in a bigger way.
Welcome to another edition of Hospitality Property School.
Today I’m going to look at How to Make Your Marketing Campaign Go Viral.
To help your marketing campaign to stand out from your competitors, you’ll need to catch the attention of your potential guests in a bigger way.
When you look through your social media news feeds, you will quite often come across a divisive article, ad or statement that will get a massive response, and obtain momentum through engagement on the internet.
The same idea applies to hospitality properties.
Getting your campaign to go viral requires a concept that is unique enough to grab attention, however attractive enough that it will still appeal to their particular audience you want to attract to your property.
Good marketing campaigns should be employed to create brand awareness for your hospitality property to increase interest and revenue in the long term.
Here are some tips to help you when you run your next campaign:
Identify Your Customer
Identifying your customer is as important as identifying your property.
Now, it is important not to project your expectations or hopes on customers you think you would like but base your perfect guest on your location and your property.
Once you have determined this, look to see where your perfect guests will be online, then think about your message.
Choose Your Targets
An organized effort across several sites and locations commonly frequented by your potential guests is the most effective marketing campaign. If you are seen in several places, your visibility and the retained message is much stronger.
Complementary sites that you can help cross-promote to your visitors.
Create Your Ads
Online marketing works best when you focus only on one or two things. You may have a number of products you can offer but focus on just one or two things that would appeal to your target market.
The most successful ads use words that relate to the customer. Use You and Yours and never put the focus on Me, Mine, Our, My or We. Create several emotional words associated with the product – fun, comforting, relaxing, stimulating, and addictive – and use at least one of them in the ad.
Be Aware of Key Dates
Keep track of key holidays and events in the calendar and plan your marketing campaigns well in advance of special occasions, e.g. New Years, Valentine’s Day or Halloween.
Go the extra mile and run a competition or a special offer which is out of the ordinary. To help it increase traction online, create a campaign that shows the uniqueness and personality of your hospitality property – using video or images is usually most effective and grab attention.
Leverage Events Near You
Build relationships with local and national events take place all year-round, whether it is a local food or music festival, a big concert coming to town, a sports match, or a one-off event. These type of events will make great photo marketing opportunities for your property and can be used for your marketing strategy.
Make The Most Of Who You Know
Social influencers have also become more prominent in the hotel industry to build brand awareness. These are individuals who have the power to affect purchase decisions of others because of their authority, knowledge, position, or relationship.
They will bring new traffic to your site. Now, it is important to note who their target demographic is from their platform to make sure they fit in with your brand and your market. Use your contacts, network with your community and invite people with big online followings to stay at your property and share what they love about it.
How To Use Social Media To Get Your Campaign Seen?
Due to the increase in mobile users over the desktop, social advertising currently has a prime seat with driving traffic. The top referral for many hotels is Facebook, the traffic referral is coming from sponsored and boosted posts, as well as organic traffic. Sponsored posts are audience driven, based on a target market for a specific campaign you’re running. Boosted post and organic traffic are only seen by people who follow your page.
Budget
While some folks think this should be the first step, realistically you can better create the budget for your online marketing plan when you have a good idea of the costs involved. That can only be done once you’ve figured out your targets.
Track & Monitor Your Ads
Tracking and reacting to your campaign’s successes are critical in maintaining an effective marketing campaign. By analysing your stats, you’ll learn a lot about your ad, determine what is working and what isn’t and how to hone them for best results.
These are few tactics that could help your next campaign go viral.
If you have any stories about How to Make Your Marketing Campaign Go Viral and would like to share or have any questions or feedback you can leave them in the comments section of the show notes.
You can find them at:
keystonehospitalitydevelopment.com/KHDC078
That’s it for this session of hospitality property school.
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So, as always, let’s work together to put heads in your beds.
Until next time, have a fun day.
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