In 1995, Tom Patty of Chiat/Day Advertising posted an article the Five New P’s of Marketing: Paradox, Perspective, Paradigm, Persuasion & Passion. Unfortunately, the document has digitally disappeared from the Internet, so it has been recreated here to inspire a new generation of marketers. Patty’s advice was just as right then as it is today – take a look at Apple’s advertising if you want proof.
Mastering The New Five P’s of Marketing – Tom Patty on How Not to be a Casualty of the Revolution
November 3, 2010 By 1 Comment
Hotwire Breaks Brand Promise by Gutting Rating System
October 25, 2010 By 3 Comments
Hotwire has undermined its brand promise by removing the specific criteria from its hotel ratings used to differentiate hotel classifications. Additionally, by benchmarking hotels using competitive online travel sites with incompatible rating scales, Hotwire may inaccurately classify hotels. In the example provided, Hotwire staunchly defends its flawed rating process for a hotel that it rates higher than sister websites Expedia, Hotels.com and TripAdvisor. Worse yet, these policies and processes have caused them to lose their customer service focus.
Day 2 Highlights – 2010 Association of Travel Marketing Executives Conference
June 18, 2010 By 4 Comments
The second day of the 2010 Association of Travel Market Executives conference included keynotes by marketing leaders from Priceline and Wyndham, sessions on mobile marketing and new distribution channels, plus perspectives on retail and the airline industry. This year’s conference theme was “The New Now & The New Next”
Day 1 Highlights – 2010 Association of Travel Marketing Executives Conference
June 16, 2010 By 4 Comments
The first day of the 2010 Association of Travel Market Executives conference has wrapped up and provided its audience of travel marketers with statistics, strategies and technologies to consider. The conference theme was “The New Now & The New Next”
Multiple Persona, Trip-centric Travel Has a Name – EveryYou
October 21, 2009 By 4 Comments
Travel is a complex process that differs significantly from other online purchases. Traveler destination, hotel, airline and travel itinerary selection decisions are not only highly personal in nature, but also may be based on very different criteria depending on the nature of the trip being planned. By applying multiple persona marketing concepts against specific trip-centric attributes provides a multi-dimensional traveler profile that is far superior to conventional frequent traveler information maintained by online travel sites, hotels, airlines and car rental companies. EveryYou is the term given to the concept by blogger Tim Hughes in a presentation prepared for the Web In Travel Conference at ITB Asia in Singapore.
Marketing Your Hotel or Resort in a Web 2.0 World – Presentation at HFTP Annual Convention
September 28, 2009 By 3 Comments
Presented at the Hospitality Financial and Technology Professionals 2009 Annual Convention in Las Vegas, Marketing your Hotel or Resort in a Web 2.0 World covers the importance of ensuring property product and service delivery is functioning properly and the alignment of traditional marketing with online and social media efforts. Most importantly, marketing strategy must drive technology and channel decisions – ensuring tactics support marketing strategies and business objectives. The presentation includes hospitality industry examples applying rich content, reputation management, search engine optimization, and social media in both small and large properties.
