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Product promotion is an element, which is very important in any hotel as it increases customer awareness of the products and persuades them to purchase the products. Since several products that hotels deliver comprise of services and the majority of the target customers need precise information concerning the products before they decide to purchase them. Promotion strategies are useful in reaching out to the target clients and marketers in hotels such as Crescent and Pioneer, which employ them in an attempt to increase customer loyalty and sales volume.
Reid and Bojanic (2009) explain that majority of the products that hotels offer comprise accommodation, food, and beverage (F/B), and entertainment services. As a result, potential consumers require extensive promotion strategies that do not only increase their level of awareness but also persuade them to purchase the products. Internet marketing, personal selling, advertising, and sales promotion are some of the promotion strategies used by hoteliers in product promotion.
Communication channels in the hotel industry should be flexible and clear. The need to avoid bureaucracies and hierarchies in the hotel industry transpires because services, which compose the majority of products offered by hotels, require correct information as consumers take them a few minutes after their production. Imperatively, a breakdown in communication can result in dire consequences because the hotel industry requires communication among all the employees so that for them to execute their operations successfully. Managers and other top officials working in marketing firms should get out of their offices and interact with staff at the lower level of management (Perreault, Cannon, & McCarthy, 2010).
The act of interacting with the lower management staff facilitates easy communication within the hotel industry and increases solidarity and unity in the establishments. Through the increased solidarity and unity in establishments, the quality of products that the employees deliver improves. Crescent and Pioneer Hotels in the United States are some of the hotels that employ these communication channels to increase their sales volume.
Some of the major objectives that marketers strive to achieve in product promotion include increased customer awareness and high sales volume. According to Perreault, Cannon, and McCarthy (2010), product promotion aims to increase customer awareness concerning products in the market and achieve their loyalty. Promotion strategies such as advertising and internet marketing are instrumental in increasing the level of awareness among a wide spectrum of potential customers globally and persuading them to purchase the products.
When hotels like Crescent and Pioneer advertise their products using televisions, newspapers, and social media, consumers get to know about the products, and thus, purchase them. Essentially, the information relayed to the target consumers must be correct in all aspects so that the consumers can match their pre-consumption knowledge with post-consumption experiences. Through the delivery of correct information and good quality services, the sales volume increases as consumers, who become satisfied market the products through word of mouth marketing to their colleagues, friends, and relatives.
Crescent and Pioneer hotels are among the popular hotels in the United States. The promotion strategies employed by the hotels are similar and target a common set of consumers. Effective employment of promotion strategies is very important because it increases the sales volume of a marketing firm (Boone & Kurtz, 2011). The effectiveness of the strategies that Crescent and Pioneer hotels employ is evident in the high sales volume and the market share that they enjoy in the country and globally. Since the hotels have a rich history, their popularity in the United States demonstrates several similarities as opposed to contrasts. The contrasts are evident in the few strategies that varied hotels employ in an attempt to increase their potential customers.
Boone, L., & Kurtz, D (2011). Contemporary Marketing. Massachusetts: Cengage Learning.
Perreault, D., Cannon, P., & McCarthy, J (2010). Essentials of marketing. New York: McGrawHill.
Reid, R., & Bojanic, D. (2009). Hospitality Marketing Management. New York: John Wiley and Sons.