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Influencer Marketing

Nowadays, influence marketing is very powerful method to promoting the brand products and services. It will have to raise brand awareness as well since everyone has a smartphone or tablet. The firm has a chance to stay in touch and come closer to the potential customers. But it depends on who is the influence because each of them has a power inside their network and what target segmentation you want to target. Influencer marketing is not only successful in hospitality, but also in other categories.  The more like and share you have, the more people talk about your brand products and services.  There are many ways to reach the influencer, but first we need to identify who is the most fit able to  your target audience.

INFLUENCER MARKETING

INFLUENCER MARKETING

Influencers are trusted by others, and they tend to be early adopters in markets.

Influencers are celebrities, media outlet, blog or just a popular person on Facebook, on YouTube, even on instargram. Influencers have large followers on the social network. They have multiple and diverse interests.

The influencers helps to increase the awareness of the brand within the influencer community, also increase the market awareness of the brand amongst the target markets.  It is just like “words of mouth” that spreading through people decision easier and faster.  The more followers they have, the more important to the firm.

For the hotel industry, working with the influencers are a big opportunity of hotels in order to engage customers because the influencers will speak to the right audience and creative collaborations to eyes catching from the audience.

Influencer marketing is a powerful way to connect with larger audiences, and they will drive awareness and action of followers to actually book a hotel room, table on the restaurant or a reservation for spa services. There are many hotels that successful by applying Influencer Marketing to get a better hotel ‘s performance.

First, the hotel needs to identify which influencers are best to target and if he or she is the long – term or short-term relationship with the hotel. Also, figure out what social media channel will be engage with the larger audience. The hotel will provide influencers with complimentary stays and services, so the influencers can experience the hotel and come up with idea and creative to attract the customers in order to driving bookings.

On the other hand, because of no payment exchanges, so the hotel has no control over the content or the number of posts received from the customers. Therefore, if the hotel wants to have greater control of the message, content and quantity of influencer posts can consider paying for it.

For example, the Refinery Hotel in New York, which offered up a free night and complimentary meals to the writers of Taste the Style.

Nowadays, most of the people are using smartphone, and social media is very strong method than traditional marketing. Followers seem like more trustful to their influencers.

If there is a positive relationship between the success of the influencer marketing and the long –term trends in hotel’s performance.

This is the picture that I designed for my profile! 

Class Exercise 

Moxy Hotel

The beginning comes with all new feeling, the model that is not famous in movie, advertising, but she got a lot of follower in Instagram, Marriott hired her to represent, to promote the Moxy brand hotel. She is young, with the background more familiar with people.  Customers might think there is a lot of fun is waiting for them.

From the environment, experience, customer first, not hotel first, show the hotel cares about the customers more than the hotel it’s self. Gets free Wi-Fi, put value delivered to the customer, friends ship, having fun. In totally different from the traditional website which is more formal, flat. Its show exciting , colorful, social media, not boring as the traditional one.

Hotel Daniel Vienna

From the website, I can see that the hotel website is very simple, but truly unique, not putting too much information on it.   It shows the hotel is using Bio (green product and good for customer health)

Product from hotel’s garden. This shows customers that the hotel is concerning the customer’s health, and so offering something special fresh from the house, which makes customer more exciting. The rooms are very nice and special that nowhere else could be the same style.  Also, little character cartoon is very cute and fun, shows informal booking. This is very interesting with this new style of hotel.

City Hub Amsterdam

This is hostels hotel with privacy cabin. Have double bed, Wi-Fi, app-controlled lighting and a personal audio streaming system. It’s very comfy. In central place of Amsterdam “the most hot and happening places in Amsterdam” The purpose of the hotel is bringing the guest the experience of the city as much as possible and discover the beauty of the city. Comfortable, fun, hanging out with people, drink . It’s about all you can do in the heart of the city.

Class Exercise

This is Food & Drink criteria in 2 different countries are in the U.S and Japan.

The digital touchpoints are showed differently in these two countries.  In the U.S, people seem to influence more from Organic search which means listing on search engine results pages that appear and relevance to the research terms. Furthermore, social are very popular research method as well. After the email and Brand paid search will be more influence by reaching the customer decision. Following is the Display click before the customer finally decided to book or to buy in Food & Drink criteria. 

In Japan, customers will mostly influence by Display click , after take a long to connect to the Social and Organic Searching . They are more likely to ask their friends, family, other people who recommend them which is Referral , Generic Paid Search, and they search for Brand Paid Search. Not only that, but they also attracted by email sending then they make their decision. They are more likely to follow steps by steps, and make the decision more carefully and taking time than the American.