Qualitative Marketing Research for Tampa Bay and Clearwater

Archive for the ‘Marketing Consulting’ Category

The hotel business has always been a highly competitive industry. With the current state of the economy hotels are affected just as much as all other businesses or more. Product Positioning for your hotel makes all the difference.

Successful hotel marketing is more necessary than ever before in order to undo the damage that the economy has inflicted. If you look around in your industry, you would see that all of the competitors that are currently thriving have a successful hotel marketing strategy in place. Proper Product Positioning helps you to differentiate yourself from your competition.

The key components for a successful hotel marketing strategy is to know exactly how to reach your clients needs and wants. For example, when we were working on the Marriott hotel’s marketing strategy, we we isolated the key hotel guest needs that would make a difference to them in choosing a their hotel. If you can zero in exactly on what the customer wants, and put that into a successful marketing campaign, that is what is needed to achieve success in any economy, and a good return on your hotel marketing investment.

A huge mistake many hotels are making in their marketing campaigns is that they are living off information from the past. For example, once upon a time market research revealed that hotel customers wanted high-speed Internet in their own room. The hotels that were able to capitalize on this information right from the beginning were successful and expanded their market share rapidly. Other hotels observed this and eventually caught on, but at that time it was impossible to capitalize in a marketing campaign on the Internet availability as a strategic advantage. Using Internet availability as a marketing tool was not possible when they had this information too late.

Case in point, On Target Marketing Research will acquire the current needs and wants of your consumers so that your hotel marketing campaigns are effective in any market conditions and will help you turn profits around in a recession.

Here is a great example of what Product Positioning can do.

“The positioning that grew out of your research was nothing short of stellar. We now have a strategically researched, laser-like position that will dramatically assist us in rolling out our new brand.”

Jeffrey L. Donner, President
Matrix Lodging, LLC

“We took bids on this project, and none of your competitors offered such a short turnaround…. At the same time, your cost was lower than all the competitive bids, again permitting us to move quickly and get more for our budget for this project than we would have afforded from anyone else.”

Kerry Osborne, Ph.D., Vice President, Systems & Information
NUSIGN Outdoor Media

“The information the hotel received was detailed, accurate and objective. The information and insight was worth every penny. I have already used this information to take corrective action in our need areas and as a training tool to educate my associates.”

Scott M. Ragatz, General Manager
Courtyard by Marriott, Norwalk, CT

In this example of hotel marketing we took a major hotel like the Marriott and improve the cost-effectiveness of future hotel marketing campaigns substantially.

“Your research – broadly gathered, accurately tested, deeply and widely analyzed, and clearly communicated to the client – reflects a level of excellence to which other research firms should aspire. For our current major client, it has provided critical new understanding of his target audience groups. It has brought new insights into his business, upon which his entire enterprise can prosper in coming years.

“You communicate your data in complete detail, while keeping the fundamental meaning of the data clear and focused for the client. This is more than science, it is art.”

C. Jackson Bain, President
Bain and Associates, Inc.
Communications Counselors
Alexandria, VA