The development of an IMC program is the introduction of a tool with the help of which the relationships between buyers and sellers can be changed and improved through recreating the environment of consumer-focused communication (Blakeman, 2014). A new hotel in Downtown USA should follow a program:
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- Identification of potential customers and target participants (all citizens in the local community regardless of their gender, age, occupation, and race);
- Establishment of the goal so that people learn that even if they are not hotel guests, they can have access to all its services, including massage, spa, or aerobics;
- Choice of effective tools, including marketing (such applications as Viber, WhatsApp, and Facebook can be used to identify people who live nearby) and advertising like leaflets, brochures, and billboards to inform all people.
- 24/7 phone and online support and communication to be developed because people may ask for such relaxing services any time, and if the hotel wants to work with non-hotel guests, it has to be available.
The main concerns to be considered are the inability to predict incomes and costs because a team of managers should work 24/7 without insurance that new clients can appear. Besides, all organizational and cultural changes should be explained to all employees so that they can work with all people.
“Relax can gain different forms, just look around” is the slogan of the hotel. It may be supported by several options available to all potential clients. There is no need to be a guest of a hotel to use massage or spa services. It is necessary to make a person understand that hotel services may vary, and people are welcome to visit it even if they live around.
Blakeman, R. (2014). Integrated marketing communication: Creative strategy from idea to implementation. Lanham, MA: Rowman & Littlefield.