Description of the Hotel
The Great Southern Perth Hotel is a three-star hotel in Australia looking to attract more customers to come and enjoy its services. For this to be possible, it would require the management of the hotel to come up with ways through which promotion would be achieved. Previously, the Great Southern Perth Hotel used methods such as experience promotion, formation of brand alliances, streamlined checking in and out and applied influencer marketing but the strategy underperformed by attracting less customers. Nevertheless, the hotel has introduced customer segmentation methods which prove to be effective in drawing potential consumers to the hotel as opposed to the initially implemented customer attraction strategies. The hotel will have to conduct market research to better overview the sector, tourism and hospitality, and how to best increase its customer base. This is a great move as it will allow the hotel to improve its recognition and achieve its goal.
Description of the Target Audience
Target audience is essential when conducting a customer base attraction each time there is a marketing campaign. With each of your advertising efforts, you can ensure you’re investing money where it matters by focusing on a certain group of consumers (Waida, 2019). The types of people most likely to be interested in your service or product can be determined by finding their target audience 35 to 45 years. The majority of businesses consider factors including age, income, and marital status (Waida, 2019). A collection of people characterized by particular demographics and behaviors is known as a target audience. Businesses frequently use their knowledge of their target market to develop user personas. These characters influence their choices for marketing initiatives.
The Campaign aims to ensure that the hotel can attract new customers and, in this case, individuals between 35 to 45 years old. This group is also known as tricenarians and is normally in their prime as they are new to their professions and life in general. This is because the group is the best suite as they rarely take vacations. They juggle a lot from raising kids, working, business trips, and their families. In addition, their kids are not that small, making it possible for the segment group, target audience, to enjoy family vacations and bonding time. The segments most likely to be interested in your property and services make up your hotel’s target markets. Target clients for a hotel could include business travelers, tour groups, small conference groups, and solo vacationers (Wagner, 2020). The hotel will provide their guests with a separate living room in their hotel space; hotels with suites are one of the main luxury hotel market segmentations. Business travelers, attorneys, and partners choose suites because they enable them to have meetings in a formal yet peaceful setting inside their hotel room.
The target audience is responsible for many things, making it hard for them to have time to themselves as they establish themselves. The hotel has chosen this group as the customer target as they are many and would be beneficial in achieving the goals that the hotel has come through. The management of the hotel thinks that the target group is left out when making plans for the other groups in the society. It is high time they get involved in the hostel industry as they deserve to be considered (Waida, 2019). The hotel would promote their stay at the facility by providing deals during the weekends and holidays. When this happens, the customer will come with their families. For instance, if a man plans a weekend getaway, he will bring his wife and kids, meaning more people would come to the hotel.
The Goals using S.M.A.R.T Objective
The Great Southern Hotel Perth is looking to promote itself to accommodate people between 35 to 45 years old. To achieve this, the hotel will have to use a promotion strategy, which will attract the target audience to want to use the services and products offered by the hotel. Additionally, The Great Southern needs to identify the key food requirements for the age bracket of its customers. For example, people who are 35 years and above are predisposed to food-related health problems such as stroke, heart disease and diabetes type 2 (Ellis, 2019). Therefore, the promotion should incorporate a health-oriented strategy that will not only attract the target audience but other healthy-eating enthusiasts to the hotel.
The Rationale for the Campaign
The Great Southern Hotel Perth, commonly referred to as Perth, has strong grounds to conduct the Campaign as it will help in getting the target audience to enjoy the services and products of the hotel. Many are the ties that the hotel industry plan for the other group of people without considering the group and what they need. Therefore, a promotion strategy would best get the goal that the hotel wants possible. Promotion is a crucial component of any marketing plan and a terrific method to increase sales and awareness, particularly in slow-traffic months. Hosting an online competition is one way to promote your business. It is essential for assisting organizations in maximizing bookings and earnings. It is the primary method people working in the hospitality sector use to communicate their USP and brand values to prospective clients (Ellis, 2019). The goal of all forms of advertising, including hotel advertising, is to tell potential buyers about a product or service. Every hotel advertisement should have a clear message, whether advertising an exclusive deal, encouraging previous guests to come back, or introducing a new corporate identity.
One of the main issues facing individual hotels in the hospitality and hotel industries is competition. hotel marketing is crucial since it enables establishments to advertise their space, emphasize its distinctive qualities, make sure it stands out from competitors, and demonstrate the advantages of visiting the hotel. In addition, the hotel will also use the SWOT analysis, which will help in making sure that they can know their strengths, weaknesses, opportunities, and threats (Kesten, 2022). This will build on the hotel’s goal and vision for achieving the intended purpose of making the hotel more recognizable.
The Perth hotel will benefit greatly from the Campaign as its customer base will increase and, in doing so, make it possible for more people to visit the hotel. For example, the number of reservations and income hotels generate can ultimately be increased by following the most recent hotel marketing trends and engaging consumers through marketing campaigns (Ellis, 2019). As a result, a hotel SWOT analysis is a management technique that hotels utilize to assess internal opportunities, strengths and weaknesses, and external opportunities and threats to their business. It is helpful to anticipate opportunities and make proactive plans for dealing with obstacles. Perth will be able to increase its performance through promotions and make it possible for people between 35 to 45 years to enjoy themselves with ease and at an affordable price (Kesten, 2022). Additionally, the hotel will be able to use the different cultural considerations within the specified audience.
Branding Message Details and Reasoning
The hotel will have to develop a well-formulated brand message that will be attractive to the intended customer segment. By clearly articulating a brand’s competitive advantage, positioning strategies aim to change consumer perception (Ellis, 2019). Using a one-sentence summary of what makes your business special and beneficial to its target audience is a unique technique to promote the hotel. It should be a brief justification of why a consumer should choose you over one of your rivals (Ellis, 2019). To achieve this, the hotel has to position itself well in the promotion by basing its Campaign on quality and price. The two, quality and price, will make it possible for the hotel to capture the attention of its audience.
Secondly, Perth Hotel must develop a catchy slogan such as ‘Your Best Vacation Provider.’ To add to the slogan, the hotel must include pictures of its facilities and environment. Pictures are instrumental as they get the attention of the intended target market. This will be achieved by clearly articulating a brand’s competitive advantage and positioning strategies aim to change consumer perception (Hansen, 2022). Using a one-sentence summary of what makes your business special and beneficial to its target audience is a unique technique to promote the hotel. It should be a brief justification of why consumers should choose them over their rivals. Hence, the Hotel must remember that the branding message should be culturally considerate. This is because the target audience, no matter their cultural background, will have to be accommodated (Malyk, 2022). The significance of cultural awareness is that it enables people to communicate with other people more successfully by comprehending their culture, which goes beyond language and syntax. The company has to do this as it also reflects on its operations, as well as its target audience.
Medium to be Used and its Details
The Perth Hotel has to use different mediums when campaigning and getting the required customer base. There are many mediums that the hotel can use when delivering the intended message to the target audience. It will use both above-the-line (ATL) and below-the-line (BTL), which will facilitate the company to achieve the Campaign effectively. ATL marketing uses mainstream media like TV, radio, print, the internet, etc., to advertise a brand and raise awareness among the target demographic. Advertising campaigns with a broad audience and little to no targeting are referred to as above-the-line marketing, or ATL (Pahwa, 2021). This form of advertising promotes a brand and educates potential customers about a product. In above-the-line advertising, the value of conversions is diminished. Mass marketing techniques, mostly untargeted and geared at brand promotion, are included in above-the-line marketing. Untargeted refers to communication that is not aimed at a particular audience. Everyone who has access to the mediums receives the message.
On the other hand, BTL marketing, in contrast, makes use of unconventional channels like sponsorships, telemarketing, and mailshots. Cultural awareness is important because it helps us communicate with people more effectively by understanding their culture, which extends beyond their language and syntax. From person to person, from group to group, and especially from our target audience, our own culture varies (Pahwa, 2021). Below-the-line marketing, referred to as marketing, is an advertising technique where items are pushed through unconventional means. Traditional advertising media include commercial radio, print media, motion pictures, billboards, and television.
By using the two mediums, the hotel will achieve the goal of delivering the message to the intended audience. When using television, the hotel will have to make sure that the target audience can hear and see the advertisement by making the advert run when the family members are home and are watching the news or a game that goes on for half-time (Pahwa, 2021). This is a good time as the people will be glued to their televisions. For billboards, this would be achieved by having them on roads, near roundabouts, and gas stations.
A Broad Budget
For the Campaign to be effective, a budget must be formulated for all expenses the company will incur. This is usually part of the revenue that the hotel makes. In any business operations, it is always good to have some money to set aside some money/cash for any form of the promotion campaign. The hotel has set aside around $20,000 for these the current Campaign (Twin, James & Jackson, 2022). This will be broken down into $2,000 for making sure that the hotel can function during the Campaign, $5,000 for billboards, $2,000 for television advertising, $2,000 for the posters, $5,000 for the promotion teams, and $4,000 for any other expense that may be experienced (Twin, James & Jackson, 2022). The money will be utilized well, facilitating the promotion to acquire the 35-45 years, the hotel’s target audience.
Key Performance Indicators (KPIs) for the Campaign
For the Perth hotel, it will need to have KPIs which will clearly show the areas in which the hotel performs well. A key performance indicator (KPI) is a quantifiable figure that shows how well a business accomplishes its main goals. The Great Southern Hotel uses KPIs in Perth to assess how well it is doing at achieving its goals. Always remember that KPIs are a form of communication (Twin, James & Jackson, 2022). Meaning that they adhere to the same outcomes and best practices as any other type of communication: the most successful information is that which is brief, clear, and relevant. Perth hotel has to show that the Campaign will be successful within three months from the day the Campaign is launched.
The hotel has to ensure that within the specified timeline, there is a 30% increase within the first month and 40% by the second month. The occupancy rate will, in turn, increase the revenue the hotel will make when the customers go there. These estimates are there to measure the success of the Campaign. The hotel will also have to collect feedback from their customer through reviews and social media engagement (Enochson, 2021). Return on Investment is the metric that is most frequently used to assess the success of a marketing campaign or, really, of any endeavor. It is one method of calculating the amount of money made from sales or donations for non-profits and for every dollar invested in a campaign (Enochson, 2021). They can calculate one’s per-channel acquisition cost by dividing their marketing budget by the number of referrals each consumer received in database. Compare one’s expenses to the money they make from each channel’s clients. The hotel should escalate one’s investment in the channels that bring in the most profitable clients if there is a need to expand business.
Reference List
Ellis, M. (2019) The 9 essential components of brand messaging. Web.
Enochson, H. (2021) 27 Examples of key performance indicators. Web.
Hansen, B. (2022) Everything you need to know about marketing campaign management. Web.
Kesten, G. (2022) How to attract new customers, Business Class: Trends and Insights | American Express. Web.
Malyk, M. (2022) Importance of cultural awareness in the workplace: How to become more culturally aware. Web.
Pahwa, A. (2021) ATL, BTL, & TTL marketing – definition, examples, & difference. Web.
Twin, A., James, M. & Jackson, A. (2022) Key Performance Indicators (KPIs) of Australian Businesses. Web.
Wagner, S. (2020) ‘Effects of age on depressive symptomatology and response to antidepressant treatment in patients with major depressive disorder aged 18 to 65 years’, Comprehensive Psychiatry, 99(152170), p. 150.
Waida, M. (2019) Hotel target market: How to find your most lucrative prospects. Web.