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How To Make An Impression

Hoteliers Should Think About The Message They Want To Send To Guests

Tuesday, May 21, 2019
Mr. Larry Mogelonsky
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Every February not only marks one of the biggest sporting events in North America with the Super Bowl, but also the debut of many brands’ new advertising campaigns. As a former ad-man, I delight in watching these as they represent millions of dollars in production and ad spend, not to mention months of planning.

This past year, for Super Bowl LIII, there was one advertisement that stood out as it offered a great lesson about how to promote your hotel with a modern sensibility.

Spending hundreds of thousands on production and millions more on the media buys themselves, these ads are colorful, bombastic and, above all, highly entertaining. Indeed, the following Monday sees many sites offering their thoughts on the best and worst of the annual batch, and in many social circles these advertisements generate far more water cooler fodder than the game itself.

Purposefully scribing this article a tad late to contribute to the immediacy of any Super Bowl conversation, it is time once more to reflect upon these commercials now that the dust has long settled. What ads do you remember? Which of them, if any, actually resonated so that with a couple-word prompt you could vividly recall the place, narrative, tagline and, hopefully, the product being sold? A tad more cerebrally, in this age of constant distractions and endless other forms of entertainment, do these advertisements even matter anymore?

The 2019 versions saw what I would deem as an oversaturation of celebrity cameos, and this offers a stark lesson for any product, hotel or not, thinking of pursuing a similar tactic.

As with any case when there’s too much of a good thing, that thing doesn’t elicit an emotional response. We’re numb to its emotional effects. So, after seeing the first five ads that banked on a luke-warm concept with a surprise appearance by one or more actors or music artists, the most I could offer was a half-smile and a shrug. Sure, they’re watchable, but I would classify them all as merely one-and-done.

Now several months since viewing each, I can’t tell you which Hollywood diva appeared where or any of the brand names they endorsed. Having worked in the agency business – before the hospitality business I worked in packaged goods and am all too familiar with eight-figure marketing budgets – I have a good sense of how this happened.

A company makes the decision that they want to appear during the Super Bowl, then gives their agency a suitable budget to execute. With breakneck timetables, there’s no breathing room to come up with a fireproof idea, so instead, the agency decides to throw their budget at a celebrity, because this tactic has a ‘proven’ track record for successfully garnering eyeballs. But this may no longer be the case.

Instead, my favorite commercial for this year was one by Microsoft describing its special video game controller designed for kids with special needs. To see what’s plucked at my emotional chords, view the ad here: https://www.youtube.com/watch?v=_YISTzpLXCY

It’s a simple, feel-good message that follows basic storytelling rules to a tee – introduce the characters, introduce the problem, introduce a solution and everyone wins. No overpaid actors required. Above all, though, it’s honest and it shows that even a multi-national corporation as gargantuan as Microsoft cares about each and every one of its customers.

I dare you to watch this ad and not feel at least somewhat appreciative of Microsoft for offering this product. Better still, as a thought experiment, I dare you to think about what you would say about your hotel if you were to produce a similar ad. And in the world of social media, you do not need a multi-million-dollar budget to accomplish this feat.

Would you talk about how you are helping your employees live happier and healthier lives? What local businesses and craftsmen are you supporting to enrich your local community? Are you partnering with any neighborhood charities or sponsoring any events? Would you elaborate upon your recent efforts in environmental activities and becoming a local leader in the fight against climate change?

People nowadays care tremendously about what businesses they support with their hard-earned cash. Those companies that aren’t doing enough in the realm of corporate social responsibility will soon be left behind. So, what story are you going to tell?
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Credit
Larry Mogelonsky    Mr. Larry Mogelonsky
Managing Partner, Hotel Mogel Consulting Limited
Owners, Principals, or Partners
LMA Communications Inc.

Bio: One of the world’s most published writer in hospitality, Larry Mogelonsky is the principal of Hotel Mogel Consulting Limited, a Toronto-based consulting practice. His experience encompasses hotel properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Larry is also on several boards for companies focused on hotel technology. His work includes five books “Are You an Ostrich or a Llama?” (2012), “Llamas Rule” (2013), ...
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