by Peter J. Bates

Thursday, September 26, 2013

Reimagine, Resonate and Reboot

As we approach the last quarter of the year, three words come to my mind with respect to luxury travel marketing today – “reimagine,” “resonate” and “reboot.”  Why? 
  • Savvy marketers should be brave enough to know when it’s time to reimagine their brands in order to sustain the life of that brand.
  •  To be effective marketers, our efforts must resonate with our target audience. They can’t just resonate with us – they have to be meaningful and impactful to our customers
  • If we embrace the ideas of reimagining and resonating – along with new technology – we will likely enjoy a successful reboot, which is often a necessity in the lifecycle of a brand. Think of it as “revival of the fittest.” 

Reimagine & Reinvent
As luxury travel executives, we intimately know our brands – their essence, their defining aspects – but that doesn’t mean our brands are as distinct in the marketplace for affluent consumers and valued travel advisors. That’s why clarity of brands is crucial – showcasing an identity that is distinctive and rich in personality is the difference between being remembered and getting lost in the clutter.

For clarity, you need to understand your brand – and not be fearful of reassessing how consumers and travel partners perceive your brand. Keep your messaging fresh and on-point.  In the luxury space, we shouldn’t try to be all things to all people – it is about being the right thing to the right people.  This principle of “reimagine and reinvent,” as I like to call it, is driving luxury travel brands to create stronger corporate identities and strengthen their messaging.

Today’s emphasis is on exhibiting a razor sharp focus to target the right people.  Luxury travel companies are spending more money on new print advertising campaigns as well as putting money into digital and video/film because of their impact. Who is doing this? Look at Rosewood Hotels & Resorts (they just launched a new “Sense of Place” brand campaign), Shangri-La Hotels & Resorts (they are conceiving new television ads), Peninsula Hotels (the company is working on new creative and a focus on video) and Taj Hotels (they will shortly unveil a new campaign). Full disclosure – Rosewood and Shangri-La are clients.

Print Continues To Reign
The complexity of the multiple ways in which to reach today’s consumers certainly keeps marketers on the heels of innovation and development.  Planning an effective marketing campaign means examining more avenues than ever before, but evidence shows that some “tried and true” solutions – print in particular – continue to resonate among target audiences.

As noted in an article in Luxury Daily, the Shullman Research Center’s report on Generational Differences in Luxury Consumers’ Use of and Engagement with Media Platforms revealed that “magazines rank as the No.1 platform for advertisers to engage with affluent consumers of all ages.”  Further supporting this, the American Affluence Research Center’s Spring 2013 Affluent Market Tracking Study (which Strategic Vision sponsored) showed that an astounding 76% of respondents read the print editions of luxury travel/lifestyle magazines versus 7% who read them on iPads – a huge testament to the positive power of print’s stunning photography and rich content. 

Mobile Marketing
Print remains relevant – and as modern-day marketers we have to balance our strategy among multiple platforms because that is the reality of today (which likens us to “marketing magicians” at times).  With that, I turn to mobile.  Are you still questioning mobile’s influence even though smartphone have become our extra limbs? For marketing strategists, it is essential to reassess (and remain open to) research so check out this infographic on Tnooz about the rapid rise of mobile.  A snapshot of facts include: 
  •          90% of smartphone users use the Internet on their mobile devices daily
  •          45% of mobile searches are goal-oriented and are conducted to help make decisions
  •          Speed matters – 60% expect a mobile site to load in less than three seconds

I believe that for a successful reboot, it is imperative to incorporate mobile into your strategy – today’s lifestyle demands it.  Ignoring it, or considering it a step-child to the Internet and social media is a huge marketing mis-step.

In Closing
I have dedicated my career to the luxury travel marketing industry – and it continues to be a labor of love. And, I do love it. The brilliance of certain marketing campaigns, flush with energy and originality. The never-ending examination of the affluent consumer mindset (to keep us on our toes). The thrill of creativity to drive change. The lightning-fast pace of technology enhancements.  Some news, even if it doesn’t directly impact what I’m working on, is simply so fresh, innovative and inspiring that I can’t wait to share it. Here is a case in point involving Google Glass and destination marketing.  Very cool stuff, indeed.

As always, I welcome your feedback.  Let’s keep the conversation going.


No comments:

Post a Comment