Awards Show Geek

I’m not really one to watch award shows, but over the past two weeks I have watched the MTV Video Music Awards and the Primetime Emmys. What stood out to me was not the drunken antics of certain rappers, but the role social networking. From celebrity tweets live from the red carpet, to fans tweeting their disgust of the Kanye West debacle, MTV reported over 2.5 million tweets during their awards show. I noticed a similar situation during the Emmys as well. While perusing this morning’s news stories, I saw a blog written in real-time documenting the show. Anything you wanted to know from what the almighty Justin Timberlake had to say to Sarah Silverman’s fake mustache (actually a pretty humorous moment) was there in posts written every few minutes. You can see it here http://www.examiner.com/x-6593-NY-Theater-Examiner~y2009m9d20-Liveblogging-the-Emmys

Looks like social networking is working its way into everything, or maybe I’m just noticing it more.

"Life of a Hotel DOSM" Storybook

The life of a hotel Director of Sales and Marketing (DOSM) is a fascinating one. They’re the ones ultimately responsible for getting heads in the beds. But along the way, they often have a bunch of “characters” to deal with, each with different priorities.

So, to honor those noble DOSM’s out there, we put together a funny little story of the life of Mr. D.O. Essem, our heroic hotel DOSM and his collogues. Anyone who works at a hotel will surely enjoy.

AND, anyone who forwards the story on (Twitter via @mcconnellmktg) will automatically win a fun prize to prank his or her real-life “characters”!

PLUS, we will be giving away a FREE eBrochure – details at end of the story!

For easy tweeting: http://bit.ly/12YOf3

Enjoy!

Waterless Printing

A recent viewing of Arctic Tale, combined with frequent visits to the Pittsburgh Zoo’s polar bear exhibit with my 2-year-old twins Calvin and Olivia, has reinvigorated my family to focus our energy on becoming a greener group. We’re unplugging unused electronics, adding paper to our list of “to-be-recycled” items and making a conscious effort to bring our cloth bags to the grocery store so we don’t have to choose between paper and plastic.

With this new drive to go green in every aspect of my life, it is somewhat conflicting when I come to work and find myself working on marketing proposals that include printed materials. We try to assist our clients in their digital marketing quest, but sometimes print collateral is a necessary component. We’re currently working on printed sales kits (pocket folders, capacity charts and rack brochures) for several Sheraton hotels, a result of Starwood updating their design specs. So as an environmentally conscious account executive, I have to ask myself, “If size, quantity and paper stock variables are fixed, how else can I soften the environmental footprint of this project?”

For this project we’ve opted to print with one of our printing vendors who is one of only 9 in the country to offer Waterless Printing. Visit the Waterless Printing Association’s site to peruse all the benefits, but here are some highlights…

• Many printers have been drawn to waterless printing because it eliminates dampening-related volatile organic compounds (VOCs) from the printing process. Some VOCs have been linked to the deterioration of the earth's protective ozone layer and, consequently, to global warming. Now, with the release of water-washable inks, the waterless pressroom can be virtually VOC-free.

• In 1995, 92 percent of the global population had a sufficient supply of water. If the world continues to consume water at its current rate, it is projected that water sufficiency in 2050 will be only 58 percent. It is further predicted that nations will go to war over water supplies within the next two decades.

Oh, and there are design benefits too…

• Consistent Color: Eliminate the vagaries of the dampening system and you get more consistent color throughout the press run.

• Better Color Saturation: Four-color process ink densities have averaged 20% higher than SWOP standards. A benefit designers and print buyers love.

• Low Dot Gain, More Detail: The inherent low dot gain of waterless lets you run higher screen rulings for much better detail. Waterless works well, regardless of the screen rulings. Even if you run 175 line screens, you’ll print a better product

Industry sustainability leader, The Willard InterContinental Washington, D.C. found this process the perfect solution when partnering with us to print a piece showcasing their in-depth Sustainable Development program. Waterless printing has become a true different and better for McConnell Marketing (and our clients who utilize it).

When, Why and How to use eCollateral

• SUPPLEMENT STANDARD PRINTED PROPERTY BROCHURE(S): An eBrochure can be the same as your property brochure and sent to prospects when either a printed pieces isn’t necessary or logistically efficient.

• TARGETED PROPERTY BROCHURE(S): Create targeted brochure for specific guests, wedding, meetings, spa, golf, etc.,—inexpensively.

• SEASONAL PROMOTION INFORMATION: Packages, newsletters, event listings, and other timely news is most efficiently communicated electronically.

• BANQUET MENUS: Content and price change frequently enough on menus that when changes occur, eMenus can be redone without the extensive cost of reprinting.

• PREVIEW: Send a link to the eBrochure in any reservation confirmations. This is especially helpful to guests who come to you via Priceline. Hotwire, etc.

• STORY TELLING: Unlike a website, an eBrochure gives you control over the order in which the audience reviews your content.

• COLLABORATE: Easily combine brochures with sister properties to seamlessly share a wealth of information.

• SAVE IT: For those who wish to save your property’s information and/or print it, an eBrochure is more easily saved to hard-drive and printed than a website.

• VIRTUALLY ANY MARKETING COLLATERAL THAT YOU WOULD TYPICALLY DISTRIBUTE USING PAPER, INK AND POSTAGE: Direct mail campaigns, contests, internal newsletters, notices (ie construction/detours, property expansion), invitations.

• NEW: People are numb to websites. Hotel eCollateral is new. Be among the first who utilize it effectively.

Buzz about buzz

I consider myself a roller coaster enthusiast. I try to ride as many coasters as possible during the glorious Ohio summer months. Luckily, a coaster-Mecca is just north of Cleveland: Cedar Point Amusement Park and Resort. This place has 17 coasters and has been voted best amusement park for 12 consecutive years by Amusement Today, a highly respected trade publication. Cedar Point knows the business better than any other, and their recent marketing efforts are keeping buzz for the park alive and well.

Cedar Point recently announced a new family-friendly water ride (Shoot the Rapids) that will debut in the spring. But before the announcement, the park employed smart marketing to prompt buzz for the mystery project.

The marketing team at Cedar Point posted a link on their Twitter that led to a website called Whyte Lightning. This site was a teaser for the new ride (themed around a moonshine distillery) and kept their audience guessing. A very clever promotional direct mail piece also fueled interest in the mystery attraction. One of the recipients even posted a video of the ride on You Tube.

All of this was expertly designed and implemented to get people talking before a ride announcement was even made. From effectively leveraging social media sites, to promo sites and packages, Cedar Point generated cheap and highly effective buzz.

How has your property used social media to generate buzz about recent packages or other developments? Sound off in the comments!

Best Western's Pet Morphing App, Great Marketing

Best Western recently introduced “Best Western Friends Forever Inseparator,” a web app that allows owners to merge their photo with an image of their pet. The image results are a little quirky, but the marketing concept is brilliant. What better way to communicate the pet-friendly aspects of your brand? It’s fun even if you have to pretend you have a pet lion.

1. Visit bwff.com

2. Upload a photo of yourself

3. Upload your pet’s photo

4. Highlight the areas of both photos to be merged

5. Watch as your face is instantly merged with your pet, creating one unique and new photo

6. Share via e-mail with your friends and family, or post for others to view on the “Friends Forever Inseparator” site

Read the full article at hotelmarketing.com.

Marketing Gone Green

http://www.budgettravel.com/bt-dyn/content/article/2009/03/06/AR2009030602857.html

This article outlines what five major hotel companies are doing to “go green” The green movement is no longer a novelty, or something that a quirky boutique hotel might do—it’s a necessity.

That doesn’t necessarily mean ponying up for a huge renovation—even something as simple as switching out lightbulbs or changing to recycled paper goods helps.

Another way you can go green without breaking the bank is by adjusting the way you look at marketing. HTML emails, printing on FSC-certified papers and using waterless ink in printed materials are ways you can painlessly switch your current marketing efforts to more sustainable methods.

What are some ways your hotel is going green?

Identity Crisis

Don’t think your company’s “identity” is important? Don’t think people notice minor details like fonts, colors, size, etc? Well they do… and Ikea learned this the hard way. Changing your font from Futura to Verdana doesn’t seem like a big deal, right? When a company has a set identity (ahem, most hotels) and then they stray from it, it can sometimes receive a negative response (New Coke anyone?).

In Ikea’s case, their outraged customers immediately took to Twitter to share their disgust of the font. Not only are we getting a lesson about brand identity, but also social networking. So next time you don’t think anyone will notice your minor changes, remember Fontgate 2009.

Go here to read the full story http://www.time.com/time/business/article/0,8599,1919127,00.html?cnn=yes

 

19th Annual Fred Perry Benefit Run for Kids

I married into a biker family. Tattoos, chaps and beards. Loud motorcycles. Lots of leather. Rough around the edges (at least that’s what my perception was at first). I’ve learned what saddlebags, ape hangers and drag pipes are. I’ve learned that men with beards and tattoos aren’t nearly as mean as they look. But 10 years ago when I was first introduced to this culture I was clueless. I was expecting fit men and women in short shorts, sports bras and Adidas to arrive at the first “run” my husband (fiancé at the time) asked that I help work.

A week and a half ago, my husband’s family and many friends coordinated the 19^th Annual Fred Perry Benefit Motorcycle Run for Kids. It is the largest motorcycle run—an organized motorcycle ride—in Northeast Ohio. The event usually attracts nearly 1,000 bikes and raises more than $10,000, which is donated to children in the area with medical needs. Check out their site to read more.

I’m proud to be involved with such a great organization. And proud to be part of Mm, an organization that requires we give back 1 day per month. What a great requirement!

Everyone is a marketer

My latest two trips landed me in Chicago and New York, where I chatted with (and befriended) many incredible hoteliers. In both cities I also encountered highly effective panhandlers who’s approach was far more effective than the cliché call for spare change.

In Chicago, a man who I would later come to know as “The Shoe Shine King” approached me and pointed to my doggie bag from Giordanos. He began our chat by complimenting me on my pizza choice. Then he took notice of my rain soaked, dirty shoes. Since he had already dropped my guard with friendly conversation, I didn’t automatically reject his offer to help with my shoes. Before I knew what was happening, he was on his knees scrubbing my shoes. At this point I felt it was too late to turn back, so we enjoyed a chat about the upcoming Cleveland Cavaliers season. After he was finished, my shoes were bright white, and my wallet was $20 lighter as he charged $8 per shoe.

In New York, on the shuttle from Grand Central to Times Square, I met a man sitting in the middle of the car, with two drums at his feet. As the train rocked forward, he began musical poem about the simple act of smiling. His message was ignored at first, but one by one people (including me) began to listen to his uplifting poem.

His message was simple: smile more. Be happy that you’re alive and don’t sweat the small stuff. He had the charisma of a great preacher, and the musical talents, for both his rhythmic words and drumbeats, able to lull one into a near trance. Almost all the passengers watched, sat back, and grooved with the tunes.

As the train came to a stop, I expected the call to action – a demand for spare change. But instead, he politely requested that if you were moved to show a smile back. He never openly asked for money. But as people paraded past, at least a dozen people dropped off folded bills.

It reminded me of another effective panhandler’s story recalled by marketing guru Seth Godin on his blog. These stories show that we are all marketers, and that the approach is always critical. Successful marketers tell a story after they intrigue their audience. We are all inundated with similar messages, but these marketers broke through the noise with a unique catch, and topped it all off with a great service. Combine a unique catch with great service, and you cash in.

Sweet Suites vs. Roughin' It

Hotel room rates can range from dirt-cheap to sky-high. While the thought of paying for a luxury penthouse in this economic climate might give the rest of us heartburn, the super-rich are still in search of a luxury experience.

$1 million novelty packages not included, here are 2009’s top ten most expensive hotel suites in the world:

1. Royal Penthouse Suite, President Wilson Hotel, Geneva ($65k/night)
http://www.fivestaralliance.com/luxury-hotels/geneva/hotel-president-wilson

2. Ty Warner Penthouse, Four Seasons Hotel, New York ($35k/night)
http://www.fourseasons.com/newyorkfs/guest_rooms_and_suites/ty_warner_penthouse.html

3. Presidential Suite, Hotel Cala di Volpe, Costa Smeralda, Sardinia ($34k/night)
http://www.starwoodhotels.com/luxury/property/rooms/room_class_detail.html?propertyID=59&roomClassId=83120035

4. Villa La Cupola Suite, Westin Excelsior, Rome ($31k/night)
http://excelsior.hotelinroma.com/zoom/?param[lang]=en&param[loc_country]=ITA&param[loc]=HIRM&param[idhtl]=491&page=rooms&image_url=suite-cupola8.jpg

5. Presidential Suite, Ritz-Carlton, Tokyo ($25k/night)
http://www.ritzcarlton.com/en/Properties/Tokyo/Rooms/Default.htm

6. The Bridge Suite, The Atlantis, Bahamas ($22k/night)
http://edition.cnn.com/2005/TRAVEL/10/12/ultimate.hotelsuite/index.html

7. Imperial Suite, Park Hyatt, Vendome, Paris ($20k/night)
http://paris.vendome.hyatt.com/hyatt/hotels/rooms/room-description.jsp?chooseLocale=&start=13

8. Royal Suite, Burj Al Arab, Dubai ($19.6k/night)
http://www.jumeirah.com/en/Hotels-and-Resorts/Destinations/Dubai/Burj-Al-Arab/Suites/Royal-Suite/

9. Royal Armleder Suite, Le Richemond, Geneva ($18.9k/night)
http://www.lerichemond.com/rooms__suites/suites.htm

10. Ritz-Carlton Suite, Ritz-Carlton Moscow ($16.5k/night)
http://www.ritzcarlton.com/en/Properties/Moscow/Rooms/Default.htm

Too rich for your blood? Maybe this is a little more up your alley:
http://www.cnn.com/2009/US/08/07/california.room.without.bed/

Even if you had the cash, would you pony up to stay in one of the ten ridiculously posh penthouses listed? Or do you think you'd be alright with a B.Y.O.T.P.-type situation?