About this Episode
John speaks with Laurence Bernstein, Managing Director of The Bay Charles Consulting Company about what experiential marketing really is and how it differs from experiential branding. In this episode, you’ll learn how to differentiate and increase bookings by really understanding and articulating the experience your guests are looking for at your hotel.
Click for Video Details
- Episode #3
- Posted on August 10, 2009
- Duration: 11:59
- Captions:
- Embed Link:
8 Comments
I think the message of the video was excellent. I totally agree that the future of branding and marketing is about making the product or service about the customer. What can we do to make customers say “WOW!” And that is usually done through thoughtful, relevant, unexpected service.
thank you for the knowledge, about guest experience…. we will use the info.
I have a question…addressing the comments on the experience of getting to the hotel as part of the overall hotel experiance, what do you do when getting there involves traveling through poverty stricken areas such as some in the Caribbean? I have gone to several resorts where you had to travel through very poor areas, and I was depressed and guilty when I got there, detracting from my experience. What could be done about that?
I am no expert, but maybe if the resort had some form of cutural education or activity, where guest could have a memorable positive experience about the culture, it would make the guest feel good about the area. Now that they can appreciate something about it, deeper than the poverty they see on the outside.
And may be if you had something that tells the guests that by staying at our resort, they are some how benefiting the citizens of the area. Maybe some type of charity you give a small percentage to or something like that.
There are options…. from establishing your own sort of community outreach (giving away left over food, clothing drives) or by programs like the The Good Night Foundation or Hotels That Help.
They are both the same idea… on each guest bill there is a $1 -$4 donation, made by the guest that goes to the local community. You are also employing the community, in this hypothetical situation, that is from the poor area as well… so you can also involve employee’s and their family with education and support.
It is moving to a time where we need to be ethical, and reactive, to the local and surrounding area because it is what defines us. We need to operate in a way that bolsters the brand, not covertly misrepresents it. Social responsibility is part of that.
I really enjoyed this segment. After attending the STS marketing school several weeks ago, I can tell you that this discussion communicates targeted marketing strategies that can be applied to not only a hotel but to a restaurant, an attraction and a service. It’s not what you represent but rather does what you represent benefit the person/guest/partner?
thank you great job
We should go beyond the service experience.
For me the key concept for experiential marketing is a harmonized, Human-Nature-Skills environment
Frantzis Argyropoulos MSc
Veranoresort consultancy
Thank you VTV.
You reset the challenge of emapthy with our actual and potential customers.
A severe judgement of what we are doing today is the engine for future innovation.
One Trackback