“getting your message across with an integrated marketing...
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“Getting Your Message Across with an Integrated Marketing Strategy”Webinar will be begin shortly.
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“Getting Your Message Across with an Integrated Marketing Strategy”
Tuesday, December 3, 2008
10 – 11:30 a.m. EST
presented as part of the series
“Leading Through the Economic Crisis and Preparing for Recovery”
by
Hospitality Sales and Marketing
Association International (HSMAI)
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Today’s Moderator John Parke, CMPPresident/CEO
Leadership Synergies, [email protected]
Leadership Synergies, LLC is a company that specializes in sales strategy consulting,
sales training and sales audits.
Before forming Leadership Synergies, John Parke worked for Marriott International for more than 18 years, most recently as
Vice President of the Global Account Sales Organization. In that capacity, he was responsible for overseeing more than 200 senior sales executives and $1.3 billion of annual revenues. Under Mr. Parke's leadership, the Marriott sales force was rated Number 1 by Sales & Marketing Magazine for 3 consecutive years.
Mr. Parke was profiled in the March 2004 and June 2007 issues of Selling Power Magazine.
Mr. Parke is a visiting lecturer at Cornell University and teaches the Sales and Marketing Management program.
Mr. Parke is a frequent public speaker on sales cultures, organizational branding, and personal branding. He has published articles in Velocity (Strategic Account management Association) Board Member (Center for Nonprofit Boards), Executive Update (American Society of Association Executives), The Meeting Professional (Meeting Professionals International), Convene (Professional Convention management Association) and CMP Update (Certified Meeting Professionals).
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HSMAI Alliance Partner
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HSMAI Alliance Partner
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POLL QUESTION #1
How many people are participating in
this webinar at your location today?
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� 8 or more
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Program Goals
This session will illustrate:
� How to pump up your marketing effort to connect with the high value customers when everyone has the same goal
� How to use an integrated marketing approach to connect to new customers
� What is the message the customer wants to hear today
� How to develop and leverage eCommerce strategies
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PanelistSusan ThronsonSenior Vice President of Global
MarketingMarriott [email protected]
Susan Thronson leads all department efforts related to consumer marketingincluding marketing strategy, advertising and promotions, strategic alliances, customer relationship management, design and production services, Certificate marketing, and Marriott Rewards. She also has overall responsibility for the Marriott Service and Relationship Strategy, which is a major cross functional effort to enhance the customer experience.
A 2000 graduate of the Marriott Executive Development Program, Ms.Thronson joined Marriott International in 1989 and has held a variety of marketing management positions. In her most recent position as senior vice president of International Marketing, she was responsible for developing marketing strategy for the company’s lodging brands in 64 countries outside of the U.S. and Canada, building a global field marketing organization, and was the international market management liaison with Marriott International’s Brand Management department. Prior to joining Marriott, Ms. Thronson was employed by McCann-Erickson Worldwide in account management roles.
She received a bachelor’s degree in journalism from the University of Nevada-Reno, and is currently serving as a Foundation Board Member for the Hospitality Sales and Marketing Association International.
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PanelistKim K. Schaller
Vice President, Chief Marketing OfficerHershey Entertainment & Resorts [email protected]
Kim Schaller, Vice President and Chief Marketing Officer for Hershey Entertainment & Resorts Company, oversees the Marketing & Retail responsibilities for the organization. Schaller was the first female VP in the company's history and her appointment marked the first time that Marketing was represented at the VP level.
Employed with Hershey Entertainment & Resorts Company for more than 20 years, Schaller has a passion for the Milton Hershey legacy, the power of the HERSHEY'S brand and working to create guest experiences that are unique and distinctive.
A graduate of The Pennsylvania State University, Schaller holds a bachelor’s degree in advertising. Her area of professional expertise includes travel and tourism, and destination marketing. She serves on the Executive Committee of Hospitality Sales & Marketing Association International and is a past chair and member of Susquehanna Area Regional Airport Authority. Throughout her professional career, Schaller has been recognized as one of the top marketing professionals, has championed women in leadership initiatives and has won numerous awards for her efforts in the industry.
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Panelist
Dale A. Brill, Ph.D. Director Office of Tourism, Trade & Economic Development Executive Office of Governor Charlie [email protected]
Dr. Brill serves as Director of the Governor’s Office of Tourism, Trade and Economic Development (OTTED). In this role, Dale advises the Governor, Lieutenant Governor, and Legislature as they formulate policies and strategies designed to promote economic diversification and improvements in Florida’s business climate and infrastructure. He previously served as chief marketing officer for VISIT FLORIDA, the state's official tourism industry marketing agency. Dale’s resume demonstrates more than just Career Attention Deficit Disorder. He was selected to Fast Company magazine’s inaugural list of “Fast 50 Innovators” and was named as one of the 25 Most Extraordinary Minds by the Hospitality Sales and Marketing Association International.
Dr. Brill admits to being overeducated and doesn’t mind being called an academic. After earning his doctorate at the University of Tennessee, Dale served on the full-time faculties of both Boston University and Florida State University.
Dale is still an active baseball player, participating for past five years in the Roy Hobbs World Series. Dale bats right, throws right and scouting reports confirm he still has trouble handling sliders down and away.
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Win the War; Not Battles
Ensure long-term benefits preside over short-term action
� Create sustainable competitive advantages
� Do not mortgage the future for short-term gain
� Emphasize flexibility and speed to market
PanelistSusan Thronson
Senior Vice President of Global Marketing
Marriott International
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Start with the CustomerAdapt to emerging risk-adverse, value-conscious consumer target
� Brands are trusted – more than ever
� Avoid being a commodity: don’t compete on price
� Provide a reason to buy now
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The Golden Path to CustomersChannel explosion requires thoughtful approach to reaching customers
� Each target has its unique path through the buying process
� Brand Building and Direct Response: Is it a trade-off?
� Web 2.0: Invest, test and learn
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Get Real!
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PanelistKim K. Schaller
Vice President, Chief Marketing Officer
Hershey Entertainment & Resorts Company
… Have serious discussions
Pay Attention!…. Don’t forget that YOU are a consumer
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Don’t get sucked in!
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…. You are a marketer;
act like one
Resist Easy Temptations!
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…. You know what this means!
Stay Positive!
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First, a word from the contrarian:
There is no such thing as a sustainable competitive
advantage.
Panelist
Dale A. Brill, Ph.D. Director Office of Tourism, Trade & Economic Development Executive Office of Governor Charlie Crist
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Integration & The Threshold for Effectiveness
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POLL QUESTION # 2
Question: Which are the building blocks of a traditional media schedule?
Answers: a. Reach and Segmentation
b. Frequency and Segmentation
c. Hits and Unique Visitors
d. Reach and Frequency
Please select one
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The Threshold for Effectiveness
Finding the sweet spot is still about fundamentals.
Marketing Effectiveness= T(RFM)
T = TimingR = Reach
F = FrequencyM = Message
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The Elements of Timing
Experience
SHARE
Need Trigger
Search
Plan
Book
Post-Validate
Prep
Goals Tasks
What can I do/experience?Where can I go?
Choose primary experienceChoose location(s)Choose secondary activitiesCompare rates/avails
Consolidate plan; Confirm value &experience Promise; Facilitate consensus of primary group.Select the provider(s)Make reservations/tickets
Validate value & experience promise; Build excitement of primary group; seek approval of secondary groups.
Finalize logistics“Get ready”
Express achievementBrag / Commiserate
Search, Evaluate
Matching needs/optionsCreate itinerariesCompare
EvaluateShareSelect
DecideReserve/Purchase
ReviewCommunicate
Find tips/insight
Communicate
Pre-Validate
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� Narrow your reach (segment to prioritize loyalists)
� Higher brand awareness (familiarity)—reduces frequency needs
� Greater role of brand (assumes you have a strong brand)
� Conduct a gap analysis on your
timing
� Beef up messaging/timing to create short-term demand
Emphasizing the right variables
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Demand 2.0 web content management
Co-opCo-opCo-op
Leveraging Your State DMO
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Questions & Answers…
You may enter a question by simply
typing your question into the box on
the lower left side of your screen and
then clicking on the “Send” button.
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Questions & Answers…
After the webinar session is
adjourned you are welcome to
email additional questions for us
to Kathy Tindell at HSMAI
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Today’s speakers
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PanelistSusan ThronsonSenior Vice President of Global MarketingMarriott [email protected]
PanelistDale A. Brill, Ph.D. Director Office of Tourism, Trade & Economic Development Executive Office of Governor Charlie [email protected]
PanelistKim K. SchallerVice President, Chief Marketing OfficerHershey Entertainment & Resorts [email protected]
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“Leading Through the Economic Crisis and Preparing for Recovery” series
Segment #4: Ten Actions Your Sales Team Must Take in the Next 90 days, 2 – 3:30 p.m.
� Serge Asensio, Managing Director, Topline Group, LLC
� Mark Tunney, Managing Director, Convention Sales, Chicago Convention & Tourism Bureau
� John Washko, VP of Sales & Marketing, The Broadmoor
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LINKS box – Webinar Evaluation Form
�Please take a moment now to click on this link and complete the evaluation.
�Be sure to click on “Submit” when you have completed the evaluation to send us your responses.
�Your comments & suggestions are very important to us, and they help us to provide you with this kind of quality programming.
You will also find links to the HSMAI and HSMAI University websites in the LINKS section, should you be interested in more information about the association who presented this webinar today.
Conclusion
www.hsmai.org.
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