TACTICAL MARKETING P LAN · 2017-06-26 · TACTICAL MARKETING PLAN Hotel brands first create value...
Transcript of TACTICAL MARKETING P LAN · 2017-06-26 · TACTICAL MARKETING PLAN Hotel brands first create value...
TACTICALMARKETINGPLAN
PRESENTEDBY:ROBERTIZQUIERDO
PULLMANMIAMI5800 Blue Lagoon Dr, Miami, FL 33126
VERSION1.0
NOVEMBER14,2016
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 1
TACTICALMARKETINGPLANHotelbrandsfirstcreatevalueforguestsbyhelpingtoassurethemofauniformlevelofquality.Ascustomers’loyaltygrows,thebrandownercancapitalizeonthebrand’svaluethroughpricepremiums,decreasedpriceelas.city,increasedmarketshare,andmorerapidbrandexpansion.Finally,companieswithsuccessfulbrandsbenefitinthefinancialmarketplacebyimprovingshareholders’value.Well-establishedbrandsareintangibleassetsthatserveasasourceofstrategicadvantageandcreatefinancialvalueduetotheirabilitytogeneratecashflowsviarela%velyhighermargins.Onestudysuggestedthatthefollowingfourcomponentsunderliethisequity:brandawareness,brandloyalty,perceivedquality,andbrandimage.
REFERENCES:(1)JohnW.Oneill."ProfessorattheSchoolofHospitalityManagement”.CornellHospitalityQuarterly.February2014.
PLANOVERVIEW
BrandAwareness
Understand“Emo.ons”andhowtheyplayabigroleintheprocessofpoten&alcustomersvisi!ngMiamiandthereforevisi!ngourproperty.Miamiisacitythatoffersfun&excitementwhetheryouarestayingforBusinessorLeisure.Wemustcapitalizeonthisinouradver6singandshowcaseouren#rekeyAmeni#esinthehotelandaroundourproperty.Weneedtoposi%onPullmanasagreatHoteltoenjoyMiamiforwhateverreasontheyarehere,wecancatertotheirneeds.NoonetravelstoMiamiandfeelssadsoourmarke3ngcampaignshastobeanupli(edmessagethroughadsthatconveywearethePlacetoStayintheirvisittoMiamiakaPullmanMiami!
BrandLoyalty Toretainexis,ngclientsandnewoneswiththenewremodeledexperience.CreateRewardsandkeepincontactwiththemthroughinnova&ngemailcampaigns,socialmediavideos,andfunsmallgiveaways.
PerceivedQuality Highligh&ngAmeni&es–Bar–Restaurant-LoungeArea–Pool–WorkSta$ons–Shu$lesandmanymorekeyfactorsweoffer,wemustshowourpoten&alcustomersthelevelofexcellenceweprovidewithconsistencyatafriendlyhelpfulhotelexperience.
Brandimage Stayintheguidelinesofthebrandbutalsoelaboratewiththepropertyfeatures,tellinganew2016Miamistoryofthemoderntravelerthroughcap$va$ngshortvideos,ads,emailblast,andlandingpagestotellastory,forexamplethestoryoftheartwork.Smallcampaignsre-targetedtothecorrectaudiencecanstrengthenandbuildonthebrandname“PullmanMiami”tobeana,onwidetalkedabouthotel!
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 2
OBJECTIVE
BrandAwarenessandRevampallmarke1ngmaterialtostaywithinAccorbrandingguidelines,buttocreatemoreappealingcampaignstotheMiamiTravelerthroughvisualanddigitalcampaigns.Vividly&modernelegantads.
TARGETMARKET
LEISUREDEMOGRAPHICS
23milliontravelersintoMIAthislastfiscalyear–498,000visitorstothePortMiami“tourism”–EventslikeLPGAtour
BUSINESSDEMOGRAPHICS
CorporateGroups–Catering–WeddingsandEvents–Airlinesaccounts–Medicalgroups
MESSAGESUMMARY
Asuccessfulbrandcreatesapersonalityforanintangibleen4ty,abrandrelatestoconsumeremo$ons.Especiallyinhospitalitytheyhavetobeabletoknowandfeelthattheycantrustandfeelasenseofcomfortableness.Ahomeawayfromhome,wehavetocreatethatsenseandcreateawarenesshereatPullmanMiamithatwearecapableofprovidingthisexperience.Whenabrandreallyinvolvesthemindandemo2on“Mentallycontributes.”Wecreateaconnec%onofatrustworthypropertytoreducetherisksassociatedwiththegueststayingatanotherwiseunknownproperty.Enhancing“BrandAwareness”
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 3
PROJECTPLAN
PULLMANOVERALLMARKETING
Project Descrip(on/PurposePriorityLevel
PMFolder Forsalespersonal
PMBrochures Salesteamtopresenttopoten-alprospects
WeddingBridalShowcase-Ad Promoteshowcase ✓
LastMinuteMee(ng–Ad–10%off -flyer-emailblast
GayWeddings -flyer-emailblast
Quinceañera -flyer-emailblast
MilitaryMembers -flyer-emailblast
Crossover -flyer-emailblast
GroupPackages -flyer-emailblast
✓
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 4
PROJECTPLAN
LARIVIERA
Project Descrip(on/PurposePriorityLevel
Menus TakehomeprintedTri-FoldBrochures.Todistributeinoffices.
Coupon SpecialPromos–EmailedandPrinted
***Reference:Card–RaffleTac(c–
EmailRetainingSystem
Landingpageforclienttofilloutaverybriefsurveytoratetherestaurantexperienceandfoodquality.One-waytogetpeopletodothisistopromoteaRaffleforexample:Halfofdinnerorfreeappe$zer.OnceaweekforLocalclients.Getspeoplepar+cipa+ngandtalkingboutrestaurant.Wecollectalltheemailsandcross-marketforhotelspecialsandeventsnewsle&er.Marke-ngmanagergetsemailsanddetermineswhowinseachweekandsendsoutaCoupontothepricewinnerthroughemailvalidforonemonth.
ElevatorSignage Smallpaper/billboardontheelevatortopromotedownstairsbarandrestaurantsspecials
OutsideofrestaurantSignage SpecialHoursofOpera0onsandBriefMenu…AskbyRestaurantmanager
PromoteChristmasParty CreateHolidayOfficepartypackages.Makesmallgatheringpackagesforbusinessaroundtheareatocomeinandexchangegi*sandsmallspecialmenuforcheaperpriceforagroupatlunchhours.
LunchBuffet PromoteanAffordableLunchBuffettocreatelocalcommunityawareness.Maybetwiceaweek
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 5
PROJECTPLAN
VIDEOCAMPAIGNS
Project Descrip(on/PurposePriorityLevel
Conceptisasalesreptalktothecamerawithabriefintroduc0oninfrontofevent.Thenfilmmaybe10differenteventsanda"ertheyaredone,doa-me-lapseofthe10eventswithsalesrepstandingtheresmilingwithvariouseventsindifferentdaysandinfastpacecamerawefastforwardthroughallofthemsotheyseethevariouseventsinacrea.vewaybehindhimorherandattheendgivecontactinfoforeachspecificcategory.
Theideaforvideosarequick30secpromovideostoblastonLandingpages,socialmedia,andsendtopoten-alprospectsforgroups.Haveactualhotelstaffinthevideoandhavethemtalktothecameralikeitwasapersonalsitevisit.Highligh2ngallthespecificfeaturesforgroups.
Categories CorporateGroups-Weddings–Exci%ngEvents
RoomStories Tellatravelerstoryforeachsuiteandproducea30secvideoofeachroom.Coveralldemographicspertainingtotheroomspacewithsmallcleverstory.
Family–leisure–business–group-sports
Culinary LetspromotetheChefexperienceofsuchanelegantrestaurantwithvisualsthatmakeyourmindwonderandyourtastebudsmeltforatas.ng.
Dosmallsegmentsoffoodprepara0onanddrinkmixology.Overviewshotsandcloseups
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 6
PROJECTPLAN
LANDINGPAGES
Project Descrip(on/PurposePriorityLevel
LandingPagesforeachindividualcampaign
Haveaone-pagesite“Landingpage”withvaluableinfocateredtoeachspecificcampaignwithvisuals“pics–video”alsoarmitwithaCalltoAc.oncontactformtoreachthesalesreptoclosethesale.
GoogleAnaly+cs Connectanaly+cstogetreal+medataonthetrafficanddemographicsandmuchmoreVALUABLEData.Whatweshouldhaveonthehomepage
***BRANDAWARENESS***
VINOTECHA
Project Descrip(on/PurposePriorityLevel
Winetas)ng Specialdaywhereweinvitethesupplierstocomeinanddoatas,ngdemonstra,ononeachgradelevelofwinetheywanttoshowcase.DifferentoneeverytwoweeksMoreExclusiveSmalleventinLoungearea
WineList Print–web–MurphyObrien
Wine“DuVin”Wednesday TheEpicHoteldowntowndoes5-6freewinedrinking,Everyday.I’mproposing1!meaweek.Weservethemostcosteffec$vewinebutattheenditprovidesavisittonewprospectsandmayconsumeF&Bwhiletheyareatevent.
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 7
PROJECTPLAN
LOUNGEAREA/BAR
Project Descrip(on/PurposePriorityLevel
Happyhour BuyoneTopShelfDrinkgetanotherhalfoff
BeerSpecials-Friday Buy1Domes+candget1freeFridays
Horsd'oeuvre-Thursday A"erworkNetworkingevent5-6complimentaryHorsd’oeuvre
PROJECTPLAN
SOCIALMEDIA
Project Descrip(on/PurposePriorityLevel
MannequinChallenge StayCurrentonTrendsandthisisaNov2016TrendingViral.Alsogivesusachancetoshowcasethewholepropertyinslowmo#on.
Videos VideoSegmentsonspecialreceipts,drinkmixers,events,***PullmanserviceinterviewswithambassadorsEpisodes***
Pictures Thattellsastoryandconveysemo1onsthatourpoten+alguestcouldrelateto.
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 8
PROJECTPLAN
THINKINGOUTSIDETHEBOX
Project Descrip(on/PurposePriorityLevel
Mobilecarwashpartnership Partnershipwithalocalcarwashcompanythatcanparkinthebackoftherestaurant.TowashcarswithcorporateaccountsaroundtheBlueLagoonareatogetbusinesspeopletocometoourpropertyandwecancrossmarket.Customerswaitinsidethelobbyorevenbe/erinsidetherestaurantandconsumeF&B
Airbnb ***RISKYBUTMAYWORK***Ifallowedwecancreatealis,ngandcommunicatewithprospectsonthepla/orm.WhentheyarereadytobookwecanprovideaBTsalespersonnumberortheycanreachthefrontdeskaswell.“Theyblockexternalwebsitesfrommessagethreadsandemailsaswell”.
Artnight Monthlyeventstoshowcasetheculturalofferingsinthiscommunity.–PromoteOnEventBriteiskeyandreachouttopromoters,gallery,andstudios.
MusicNight
PromoteOnEventBriteiskeyandreachouttopromoters,gallery,andstudios.
Luxuryhigh-endcarNight PromoteOnEventBrite
YogaclassesorCardioClassfor1hr
PullmanFit(AccorBranding)
GetinstructorthatteamsupwithPullmanandpromotesPullmanFitnesswith1hourclasses–freetoPullmanwelethimuseourfacilityandhebringsincrowdofyoungexecu.vesforclasshecancharge15-$20.Wemake“$0”ForFirst6monthsthenwhen**BrandAwareness**isstrongthenstartcharging.ThatgoeswithallModernTac$cs.
Confiden'al
11/14/2016 Tac$calMarke$ngPlan 9
WeareatanageoffreeInforma-onandpeoplewanttolearnandbetoldastoryratherthanbesoldacoldproduct!Wemustadaptandreformourideaofmarke5ngtobeaposi5vehelpfulmessagethatwillconveytrustandinterest!Thuscrea8ngcuriositytotakealookat
ourproperty“PullmanMiami”toshowcaseitshigheststandardthatthe
BrandholdsintheHospitalityindustry.
“OURWORLDISYOURPLAYGROUND”
RobertIzquierdo