Marketing puts you on the map

Marketing is crucial to building and maintaining success in business – and hotels are no exception. But in such a fast-paced and ever-changing world even luxury brands are struggling to keep up with the rules and trends of modern marketing. Should we follow the crowd? Or, should we make our own rules? First things first - the purpose of marketing. It needs to stimulate, engage, and create anticipation and excitement. Ultimately you want your property to appear desirable so you must provide a platform to position your hotel as an established and socially-connected brand. Your business could offer the best products or service in the industry - but this means nothing if your potential consumers are oblivious to it.

 
Protecting the brand’s image is a key function of marketing. Personally, I invest a lot in PR – my marketing tool of choice. Why? It’s the modern day convergence of good old fashioned story telling.  It is a subtle yet powerful way to reach existing and potential customers - when the content is interesting it will be shared and sourced by others, building a community that unite in their admiration for the brand. Not only does PR come across as genuine, it allows you to tap into current cultural trends, ensuring your communications are fresh, or even better, ahead of the game.

 
This is not to say good advertising shouldn’t have a place in your marketing mix. But there’s a limit as to how much can be gained from regurgitating hotel jargon and glossy pictures to the masses - this lacks depth and personality. If you know of any previous brands I have worked with you will know that each of these have eminated a strong and signature personality.

Take the Malmaison brand - a key example of a great all-round marketing campaign - with a consistent message. This contemporary and design - led hotel was all about creating a statement which centred on being alternative, steering away from mainstream culture. Brand Director Gordon McKinnon was an innovator, in the sense that he had no rules and dared to be different. He challenged the ordinary and, yes, some of the campaigns bordered on controversial but this only served to increase the hype and publicity surrounding the hotel, and soon our campaigns were part of the unique promotional portfolio that allowed the brand to stand out from the crowd. It’s safe to say that clever marketing has taken Malmaison a long way from its origin roots in Scotland.

 
The most obvious drawback to marketing is that it is a time - consuming and continually evolving process. No two campaigns can be the same, and one should constantly review your promotional efforts to assess their effectiveness. If you’re not getting the desired results then try and try again. In a society that is dominated by mobile based information and comparison it has never been more important to manage your own information or messages.

Daily activity is essential, with social media taking a dominant role - by this I mean updating Twitter, Instagram, Facebook, Tumblr, and YouTube with thoughtful and well-managed content. Crucial to the latter is appointing a good design company. The demand for visually appealing media is more prominent than ever due to our ever-online browsing culture, and its forcing brands to up their content marketing game. This market expectation means that design is no longer optional; it is required for success. Your design team should ensure a comfortable/practical yet engaging /satisfying experience for the intended audience. But make sure to trust your instincts and hold your ground when it comes to brand identity - yes you should share in the business' vision, but don't be afraid to push back on certain ideas if they don't feel right. Marketing strategy may load the gun but design may just be the trigger.

 
 
So, the formula for good marketing? Well it’s not rocket science but there is certainly an art to it. The crucial aspect is timing of delivery - get it right and reap the rewards. Wrong and your brand will suffer.

Debrah Dhugga, managing director, Dukes Collection

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