I started the following blog a few days ago after seeing this new commercial by Holiday Inn. I was interrupted by false alarm fire call (a story for another day) and I am finally getting back to finishing it.
Awareness. Retention. Acquisition. Trial. Loyalty. Repeat. Engagement.
These are key terms I think about when I am 'thinking' about how drive more revenue. Any good marketer is looking for a strategy that can be measured. It might be as simple as reservations or units sold or more complex like a percentage increase in click through’s on a specific site over a defined period of time. This commercial is funny. It is very creative. And yes it is even getting me to write about. But is going to drive more revenue? Will it encourage a frequent traveler to ask....maybe I should stay at a Holiday Inn? Will remind a family that Holiday Inn provides accommodations? Will it encourage someone to take a trip that would never be taken before? Upgrade to a more expensive room? Order a movie? Anything incremental?
I am all for entertainment. Even at the expense of marketing and advertising dollars....but what value is being driven?
Awareness. Retention. Acquisition. Trial. Loyalty. Repeat. Engagement.
These are key terms I think about when I am 'thinking' about how drive more revenue. Any good marketer is looking for a strategy that can be measured. It might be as simple as reservations or units sold or more complex like a percentage increase in click through’s on a specific site over a defined period of time. This commercial is funny. It is very creative. And yes it is even getting me to write about. But is going to drive more revenue? Will it encourage a frequent traveler to ask....maybe I should stay at a Holiday Inn? Will remind a family that Holiday Inn provides accommodations? Will it encourage someone to take a trip that would never be taken before? Upgrade to a more expensive room? Order a movie? Anything incremental?
I am all for entertainment. Even at the expense of marketing and advertising dollars....but what value is being driven?
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