Assume you were recently hired as a marketing manager for a Five-Star Hotel in New York City, and the hotel's management has tasked you with developing a new branding campaign for the hotel using traditional advertising methods. The Five-Star Hotel has been struggling for some time. How important do you believe traditional advertising will be to the Hotel's strategic marketing program? What types of traditional advertising do you think are most appropriate for the strategic marketing program, and why? And how would you go about implementing traditional advertising?
Mobile marketing has become an important component of digital marketing campaigns. As the new marketing manager for the Five-Star Hotel, you are considering incorporating digital marketing into your marketing program. How could you justify incorporating digital marketing into your marketing program? Describe how you could use mobile marketing to drive website visits as well as patronage for the hotel. Be specific in your ideas.
Launching a social media campaign is a strategy you are also considering employing to increase public awareness and patronage of your company's services. You investigated and found you can use any of the following social media strategies for your campaign; Content seeding, Real-time marketing, Video marketing, Influencer marketing, Interactive blogs, Consumer-generated reviews, and Viral marketing. What advantages and disadvantages of advertising on social media do you think you need to consider before deciding to implement a social media strategy? If you have money for only two of the strategies, which two would you choose? Why?
For this assignment, do not simply define concepts; instead, discuss the relevant underlying concepts and relate them to the scenario you are provided in the questions. You will answer all the 3 questions and submit your paper in a Word document formatted per APA Guidelines. Your paper should be between 2-3 pages excluding the assignment questions, title page, and reference page. You will provide in-text citations and at least 3 references.
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Traditional advertising will be crucial to the Hotel's strategic marketing program as it can help generate brand awareness, improve the hotel's image, and attract new customers. The hotel's struggle indicates a need for increased visibility in the market, and traditional advertising methods can effectively reach a broad audience.
To implement a traditional advertising campaign, I would consider utilizing print media such as newspapers and magazines, billboards, and radio advertisements. These channels have a wide reach and can target both local and international customers. By leveraging the hotel's five-star status, luxury amenities, and prime location in New York City, the campaign can highlight the unique selling points and attract potential guests.
Incorporating digital marketing into the marketing program can greatly enhance the hotel's outreach and engagement with customers. It allows for targeted communication and personalized messaging, which can effectively drive website visits and increase patronage.
To justify the incorporation of digital marketing, I would emphasize the growing reliance on technology and the shift in consumer behavior towards online research and booking. By embracing digital marketing, the hotel can stay competitive and reach potential customers through various online platforms.
One way to use mobile marketing to drive website visits and patronage for the hotel is through search engine optimization (SEO) and pay-per-click (PPC) advertising. By optimizing the hotel's website for relevant keywords and bidding on targeted keywords, the hotel can appear prominently in search engine results, increasing the chances of potential guests visiting the website. Additionally, mobile advertising through social media platforms and mobile apps can help reach a wider audience and drive traffic to the website.
When considering social media strategies for the campaign, it is important to evaluate the advantages and disadvantages before making a decision.
Advantages of advertising on social media include:
1. Wide reach: Social media platforms have billions of users, allowing for a broad audience reach.
2. Cost-effectiveness: Compared to traditional advertising methods, social media advertising can be more affordable, especially for smaller budgets.
3. Targeted advertising: Social media platforms offer advanced targeting options, allowing ads to be shown to specific demographics, interests, and behaviors.
4. Engagement opportunities: Social media allows for direct engagement with potential customers through comments, likes, and shares, fostering a sense of community and brand loyalty.
Disadvantages of advertising on social media include:
1. Information overload: With the abundance of content and ads on social media, it may be challenging to capture and hold users' attention.
2. Negative feedback: Social media opens up opportunities for negative feedback and criticism, which can damage the hotel's reputation if not managed properly.
3. Lack of control: Given the public nature of social media, the hotel may have less control over its messaging and brand representation.
If I had to choose only two social media strategies, I would select influencer marketing and video marketing. Influencer marketing allows the hotel to leverage the influence and credibility of popular social media personalities to endorse the hotel and its services. This can help build trust and authenticity, attracting a dedicated fanbase. Video marketing, on the other hand, has proven to be highly engaging and shareable. By creating visually appealing and informative videos showcasing the hotel's amenities, events, and customer experiences, the hotel can effectively communicate its value proposition and encourage more bookings.
Overall, a combination of traditional advertising, digital marketing, and social media strategies is crucial for the Five-Star Hotel's success in improving its brand image, increasing patronage, and boosting its position in the highly competitive New York City market.
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