The Smith O’Keefe Perspective

As a leader in leisure marketing it is important you know what Smith O’Keefe stands for, what we believe in as an advisor in this exciting and challenging industry:

• The focus of hospitality marketing is changing from demographics to psychographics – why people act, buy, select. Understanding the “why” is even more critical – we must talk to people. We must understand what moves them to action.

• Credibility is at the core of buying decisions. Abuse of advertising has bred cynicism and distrust – hence the rise of public relations and third-party endorsement as a first-choice branding tool.

• You can’t buy success with an ad budget – most properties can’t invest enough to make a substantial impact in the national and/or international marketplace. Can’t rely on its power.

• Two-thirds of travelers use the Internet for travel planning. Invest in your website as differentiator. Make it great – distinctive, interactive, informative, but also sensual – fill it with emotion. Use limited ad dollars to evoke curiosity to drive to website – small space can be very effective – simple messages – greater frequency.

• Stretch marketing budget with strategic co-operative relationships –
“co-operative marketing.” Immerse the brand in the culture of the marketplace. Each relationship with airlines, packagers, tour operators, academia, historical societies, associations, government agencies, media, etc. makes the brand feel bigger and moves the brand higher on the prospect’s credibility chart when evaluating a purchase of product or services.

• Today’s business model is all about:
FLEXIBILITY, QUICKNESS, AGILITY
“Change” is the new paradigm – deal with it. Asset strength does not ensure success. Hospitality decision-makers require “intelligence” rather than simply information to make quick, informed decisions – so think of your marketing professionals as your private CIA – gathering, analyzing and developing communication channels that speed intelligence to you from
a marketing perspective.

In summary, hire marketing professionals who can help you:

1. Understand why people select or do not select your destination

2. Build credibility for your brand every day through facilitating third-party endorsements

3. Build strategic co-operative marketing relationships that stretch your marketing budget and, at the same time, enhance the credibility of the brand as a major player in the marketplace

4. Build a website that differentiates you, positions you as a major player and facilitates a dialogue with prospects and customers

5. Develop an “intelligence” gathering and communication network to optimize quick-response agility to deal with change and be ready for the opportunities change offers.

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