With new sources of entertainment and information constantly competing for brainspace, it’s little wonder there are so many great companies lost in the roar. An integrated, consistent, seamless message stands out in the noise like a quiet pause.

Let’s say you’re the marketing officer at a luxury hotel, and you’ve been tasked with increasing the number of heads in the beds. We’ll walk you through the steps of an integrated campaign to help you reach that goal.

Define your goal

Wait, didn’t we just say our goal is to increase the number of heads in beds? We did, but that isn’t what we call a SMART goal. A smart goal is specific, measurable, attainable, realistic and timely. So, the SMART version of this goal would read something like:

Increase the number of heads in beds by 15 percent over the next year.

Know your audience

Once you’ve defined your goal, it’s time to define your audience. You have to understand your audience, sometimes called personas, to reach them with a message that resonates. This is called a human-centered approach. One way to do this is to review your past clientele and customers. You should be able to answer questions like:

A persona for a luxury hotel might be described as:

Luxury Larry is a 50-something business traveler. As an executive at a high-end tech company, he needs a quiet place that feels like home to rest and recharge between meetings and events. He often leads conferences and meetings, and needs a single venue that provides housing, meeting space and amenities, such as meals, for several dozen employees. Larry also likes to bring his wife and family along—and encourages others to follow suit. So, the ideal place has other amenities, such as pools and day spas, to entertain the family. He also likes hotels that are conveniently located near fine dining, shopping and other attractions.

Pick your channels

Now that you’ve defined your audience, think about what channels are best to reach them. An integrated campaign should resemble pieces of a puzzle, so it’s also important to consider how all pieces of marketing work together: digital, print, video, public relations, inbound and more. For example, the campaign might look like this:

Tactics on all of these different channels will point back to one place: your website. Your website will serve as the information hub for booking, pricing and essential details travelers need to know.  

Create adaptable messaging

Integrating the advertising campaign doesn’t translate to stamping the same logo/image/tagline on every product or media available. Create a single message that can be adapted to best fit the platform.

Track and report

The only way to know if your campaign was successful is to track your results. Let’s go back to our SMART goal:

Increase the number of heads in beds by 15 percent over the next year.

Tracking doesn’t mean starting your campaign and not touching it again until the end. Monitor your results over time to ensure you’re on pace to meet your goal, and adjust if necessary. Remember to review stats like website visits, landing page conversions, and ask visitors how they heard about your hotel.

Integrated marketing is about more than just putting all your marketing eggs in one basket. It’s about coming up with an effective, actionable game plan, where the value of the whole is much greater than the sum of the parts. It’s about creating rich, engaging content to convey your message to the target audience. It’s about determining what your target audience cares about, and who they really are. It’s about leaving your assumptions behind and digging in to find out what’s really effective, and who’s actually paying attention.

Ready to get started? Contact us today!