MarCom Training Presentation
- 1. Marketing Communications Prepared by Tom Zheng
- 2. What is Marketing Communications? Communications? Marketing? Advertising? Public Relations? Event Organising? Flyer Design? Press Releases? Product Bartering? Prepared by Tom Zheng
- 3. This will help you understand … Prepared by Tom Zheng
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- 6. Prepared by Tom Zheng
- 7. Marketing Communicators, we are … professionals who practice advertising, branding, brand language, graphic design, marketing (including direct marketing and online marketing), packaging, promotion, publicity, sponsorship, public relations and sales promotion. In brief, we make everything ready before sales kicks in. And we assist continued sales utilising a wide range of communication channels which we maintain to be readily available and operate smoothly. Prepared by Tom Zheng
- 8. Marketing Communications Area Director of Communication & PR Melissa Cheng Area Marketing Communications Manager Jessica Chen Area Marketing Communications Manager Tom Zheng Marketing Communications Executive Sarah Zhang Marketing Communications Executive Christina Deng Marketing Communications Executive Nina Yao Marketing Service Specialist Marketing Service Specialist Cindy Feng Marketing Service Specialist Calvin Song Marketing Communicators in this Hotel Cluster Prepared by Tom Zheng
- 9. Three fundamental elements of hotel MarCom are … • Branding • Public Relations • Marketing Prepared by Tom Zheng
- 10. First of all … Prepared by Tom Zheng
- 11. Branding is … … analysis, planning and manipulation of how a product, product line or brand is perceived in the market. Brand identity is built through a commitment to marketing and is achieved by consistent delivery and consistent communications with your audience. Prepared by Tom Zheng
- 12. OBJECTIVE TIMELINE We achieve branding through the following … • Hotel Logo • Corporate Design Guidelines • Handling of Hotel Promotional Collaterals • F&B and Room Advertising Procedure • Photo Library • Collateral Library • Hotel Photo/Video Shooting • Inventory Check Prepared by Tom Zheng
- 13. there comes in OTHERS When Brand Identity Is Maintained Consistently, we like to spread the word … Prepared by Tom Zheng
- 14. Public Relations Is BIG in the Hotel Industry! Public Relations is the practice of managing the flow of information between an individual or an organisation and the public. Public Relations and Better Service together make a hostel a star hotel. Prepared by Tom Zheng
- 15. • Handling Media Interviews • Organising Media Gatherings • Handling Press Conferences • Official Statements and Interviews • Photographing & Filming • Media Calls • Press Releases • Hotel Donations • VIP Reception Forming and Keeping Healthy Bonds with the Public Prepared by Tom Zheng
- 16. Marketing, the art of selling … Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. Advertising is just one part of marketing. Marketing is the strategy used in, and the practice of, promoting a product or service to the customer. Prepared by Tom Zheng
- 17. Hotel Marketing, in terms of the MarCom Department • Barter Agreement • Directing Mailing • Advertising • Event Organising Prepared by Tom Zheng
- 18. All in All, hotel MarCom should … support and energise the Sales & Marketing Department in terms of promotional material, advertising and developing the Hotel’s image. Prepared by Tom Zheng
- 19. Thanks for Your Time! Prepared by Tom Zheng
Editor's Notes
- #6: The global reservation offices include: Charleston, SC, USA / Salt Lake City, UT, USA Mexico City, Mexico / Sao Paulo, Brazil Birmingham, UK / Tokyo, Japan Guangzhou, China / Manila, Philippines Baguio, Philippines / Bucharest, Romania IHG has a global network of Central Reservation Offices handling calls in over 26 languages
- #12: When users visit cn.ihg.com from their mobile phone browser, we will auto-detect their specific device and serve up this new “mobile-optimized” site which provides a very fast performance, mobile specific experience & flow as well as many smartphone features like tap and call. 当客户使用手机浏览时，网站会自动辨别并转到此专为移动设备优化的手机站点， 而操作就像市面上的智能手机一样， 还加入了“一点就拨打” 的功能。
- #13: Background: Travel Reviews are a Competitive Necessity Our direct competitors are now inviting original travel reviews– to compete with TripAdvisor (most recent launches: Starwood, Marriot) Reviews are an essential part of the purchase process Our customers are already sharing (positive) reviews on OTAs: providing their growth at our expense From 2001 to 2010 > 222,571 reviews have been posted for IHG hotels on Trip Advisor and the growth is exponential 3750 IHG hotels already have accounts with Trip Advisor for replying to user reviews and comments Travel Reviews drive web revenue Increase SEO traffic by up to 15% and increase on-site conversion by 10-30% Web Direct driver Pilot timeline Early Jun - Pilot launch for Indigo Brand (2 hotels) Late Jun - Pilot launch for key markets – Beijing & Shanghai (all brands, 49 hotels, 4 languages) Q3 2012 - full launch (all hotels, all brands)
- #14: Quantity: Phase 1 cross-sell at end of HeartBeat survey. Future phases will integrate further - Kicking off initial efforts with seeding campaign to those that stayed in the last 3 months - Will enable ability for hotels to direct in-hotel traffic to a brand.com vanity URL E.g. hotelIndigo.com/GuestReviews Conversation: - BazaarVoice have a Shout-It tool that enables social login and high rates of sharing on social networks. Reviews that have passed moderation will Working with Cymfony to have a widget equivalent to TripAdvisor widget to allow access to reviews and ease to reply. Did not want to create yet another tool for hotels to adopt. Will have same Best Practices and training as we have for Social Listening and Cymfony RCC social care team Capable of providing in-language support CNCRO team will set up social media monitoring team by end of April GC hotels will manage the review response via Cymfony IHG will support two levels of moderation (one automated, one manual through vendor based on rules)
- #15: Collection: Process in place to ensure we verify that all reviewers stayed at the hotel they are rating Forms for each brand slightly different (brand hearted questions) Moderation: Automated AND manual moderation (key reason to go with BazaarVoice) Intent is to allow visitors to easily see Rating score and number of Reviews. This is nothing new for Hotels ….other than increased volume We are leveraging our Social Media efforts where possible This will drive Web Revenue, Guest Satisfaction & Hotel Quality Driving Quantity, Authenticity and Conversation are the Keys to success
- #16: Year Established -2003 Business Model -C2C, B2C No. of Registered Users - 370M E-Commerce Market Share - 80% (C2C), 48.5% (B2C) Average Daily Transaction Value - $630M A section on Taobao dedicated to travel related products including air tickets, hotel booking, tour packages; Why choose TAOBAO?
- #17: * CNCRO team will support the AliWangwang conversation Users will be directed to hotel detail page on our China Website; All the user search data – (dates/hotel/rates) will pop-up at the page. Hotel needs to manage their own account for Alipay * After the confirmation, all the information will be sent back to taobao as user’s transaction records.