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Improving Brand Strategy through Integrated Marketing Communication
For Hospitality Industry
Provided by: Tika Sylvia Utami
Account Manager | Branding Consultant | Marke:ng Communica:on | Communica:on Specialist | Feature Reporter | Philosophy Universitas Indonesia | Wri:ng, Edi:ng, Journalism | Media Rela:on | Blogger | Contributor Writer | Digital Media and Public Rela:on Enthusiast |
BACKGROUND
Hospitality industry closely related to tourist arrival and business ac:vi:es. GROWTH OF TOURISTS ! The number of foreign tourist in
Indonesia in the first three months of 2014 up to 10.07% than same period on 2013. It is also affect occupancy rate in hospitality. (data from Kemenparekraf)
! Increasing of economy status and growth of the airlines that more affordable
HOSPITALITY BUSINESS MORE EXPANSIVE ON THE NEXT YEAR ! The number of hotel units in Indonesia
grew up to 35.7% compared to the last year. (data from STR Global, Hospitality Research Ins:tu:on)
! Fact: in 2012, Jakarta included in 3 Top Ci:es in Asia with highest increase revenue/room, aber Bangkok and Hongkong: Cushman & Wakefield. (Source)
HOW TO ?
WE NEED TO PREPARE ONE STEP AHEAD STRATEGIC AND
EFFECTIVE ACTIVATION Maximizing Branding & Relaunching Strategic
Target Audiences
Market analysis of the target will related to the efficient branding strategy and ac:va:on, including customer behavior and characteris:c ! Middle class ! Foreign and local tourist ! Business Prac::on,
Seminar & conference par:cipants, Government Ins:tu:onal.
THE MATTERS
! Strong compe::on in hospitality industry while several hotel will be operated in 2014.
! Improving the services and facili:es
BRAND POSITIONING
Empowering awareness with determine brand posi:oning of Hotel excellence hospitality for business ac:vi:es, mee:ng, and hanging out with colleagues. (will prepare the great brand posi:oning that related on that)
ACTIVATIONS
! Integrated Marke:ng Communica:on, engage with related program, event and promo:on.
! Digital communica:on strategic as suppor:ng system.
Three Phase
November – December January – June July – November
THE DEVELOPMENT OF BRAND IMAGE
Numerous of business ac:vi:es located in near Jakarta could u:lize Hotel, since its origin of this business hotel that offer simplicity.
Background
INCREASING GROWTH OF TOURIST
HOSPITALITY BUSINESS MORE EXPANSIVE
RELATED TO TOURIST ARRIVAL & BUSINESS ACTIVITIES
STRATEGIC LOCATION
Hospitality industry closely related with 2 aspects: tourist arrival and business ac:vi:es. So, it could be an input to improve strategy and ac:va:on to grab costumer’s aien:on.
The number of foreign tourist in Jakarta (during 2013) increase 7.8% than last year. It will affect to accommoda:on, one of that is occupancy rate in hospitality
Un:l of March 2014, In Indonesia is preparing hotel units reach 53,100 hotel rooms. The number is grew 35.7% compared to the last year. (data from STR Global, hospitality research ins:tu:on)
Maximizing branding and relaunching
Strong Compe::on in Hotel Business
Regarding on the necessary of services & facili:es
include MICE
Increasing Growth of Tourist & Business Hospitality
TOURIST GROWTH IN JAKARTA The number of foreign tourist in Jakarta during 2013 increase 7.8% than previous year. Then, based on data from Kemenparekraf that foreign tourist in Indonesia in the first three months (January-‐March 2014 up to 10.07% than same periode on 2013. The condi:on also affect occupancy rate in hospitality. BUSINESS HOSPITALITY Un:l of March 2014, In Indonesia is preparing hotel units reach 53,100 hotel rooms. The number is grew 35.7% compared to the last year. (data from STR Global, hospitality research ins9tu9on) THE MOST FOREIGN TOURIST The most foreign tourist in Jakarta comes from Malaysia, China, Japan, Singapore, Arab Saudi, South Korea, USA, India, Australia and Taiwan.
SCBD Identical with Pacific Place SCBD CLOSELY IDENTICAL WITH PACIFIC PLACE
! Nowadays, the loca:on of SCBD is very familiar for public, and become the strengthen for a hotel like Pacific Place to closely iden:cal with that.
! With u:lizing the strengthen of a loca:on, they could generate people’s percep:on that: “when they hear about SCBD, so they will remember with Pacific Place”
Pacific Place (SCBD) Map
SO… What we could expect with ?
Expand the Spirit of Local Culture In Hospitality Industry
RELATION WITH DOMESTIC TOURIST The number of domes:c tourist in Jakarta (in last 2013) increase un:l 9.12% than previous year. PRODUCTIVE CULTURAL EVENTS Culture events in Jakarta also give impact to tourist visit. In 2012 there was 147 culture events, and in 2013 increase up to 93% (246 culture events) BETAWI: THE INDIGENOUS CULTURE Expand the public percep:on that betawi is old, by bring the spirit of betawi’s culture in
Hotel in The Future?
Now 2 years ahead
The next 3-‐5 years
Build Brand Iden:ty by maximizing concept and strategy with Branding and Relaunching.
Build Brand awareness about the posi:oning of related to hotel which has high iden:cal to Blok M.
As well as Jakarta that close to the strong of betawi culture, make customer remember , while they think about Jakarta
Let’s Make this Clear with Brand Positioning
BRAND POSITIONING
The Luxurious of outstanding four-‐stars business hotel that close to Local Culture in the heart of megapolitan city, Jakarta
This brand posi:oning is created to support the long term mission of to be the well known hotel in Jakarta
With strengthen the leading posi:on of four-‐stars hotel that reputable for tourist and business ac:vi:es near Jakarta.
PART OF BUSINESS LIFE Since the loca:on is near the business ac:vi:es in Blok M, Hotel could be a des:na:on for mee:ng a ppo i n tmen t f o r bus inessman which a lways commu:ng all day long, and also accommoda:on for business traveler from other city and country for business ac:vi:es, seminar or conference.
CONVENIENT FOR TRAVELERS Located in near bus sta:on and the heart of South Jakarta ease traveler in order to explore the city, while external conveyance facili:es is also available as per foreign & local tourist’s requirement to go anywhere in Jakarta, especially JAPANESE & KOREAN TRAVELERS.
BUSINESS TRAVELER TRAVELERS
Who is the Target Audiences?
Market analysis of the target will related to the efficient branding strategy and ac:va:on, including
customer behavior and characteris:c
MIDDLE CLASS o serve middle-‐class personal and families, when the economy in general boomed & room supply increase, then focused w i t h offe r i ng spec i a l i z ed accommoda:on for middle class concern as special weekend events & promo while the loca:on of is surrounded by variety of one stop business and shopping area.
MIDDLE CLASS
The Objectives BRANDING RELAUNCHING
Crea:ng the unique iden:ty in order to gaining tangible or intangible benefits, while brand plays an important role to informing and
promo:ng GrandDhika Hotel within selected communica:on tools & channels
Introducing to the public with the speciali:es products and services of the hotel that make it
different and unique with others.
! TO DIFFERENTIATE from compe:tor, and ease customer to recognize genuine & unique product of GrandDhika,
! ASSIST IN PROMOTING SPECIAL QUALITY of products & services in order to build costumer’s value and benefit such as publicity, adver:sement, marcomm event, sales promo:on, etc.
! TO INCREASE PRESTIGE & STATUS of and also customer’s loyalty to brand of
! TO STAY RELEVANT to ’s target market, and keep pace with changing customer needs (e.g. services, products, accessibility, convenience, technology, etc)
The New Welcome Experience with Relaunch
! Relaunching of hotel is part of branding strategy in order to deliver brand message to
the target guests expected.
! Re-‐launching will extends the lifecycle of a brand, include research and reviewing all the
the ingredients of product in order to differen:ate with others.
THE REASON
! Refreshment Product and Services line ! Reinvent the business
! Expanded Market Place
Listening & Research Phase
Plan Phase Ac:va:on Phase Development Phase
Integrated marke:ng &
digital Ac:va:on
Branding Strategy
Relaunching
Data Research
Program, Event, Build digital ac:va:on
Report Measurement
Op:miza:on
Integrated Brand Strategy Framework
(November – December ’14)
Pre launching concept Digital Plan
(January -‐ May ’15) (June – October ‘15) (November ’15)
A brand that has become old-‐fashioned in the eyes of its audience is in danger of stagna:on if not already in a state of erosion and loss of market share. So, we have to start BRANDING and RELAUNCHING strategy.
How We Can Start?
Making You The BETTER ONE with Social Media
ENGAGE WITH SOCIAL MEDIA ! Is about the communica:on channels
to deliver brand message, products, promo, event, campaign
! Integrated social media through website, social media, Search Engine Op:miza:on (SEO), digital marke:ng
INDONESIA INTERNET USERS ! With 251,160,124 Indonesia’s total
popula:on, 29% of them are internet users.
! Interes:ngly, there are about 112% are ac:ve mobile subscrip:ons.
It’s about gesng customes to say to the world how great is hotel. BRAND CONNECTION & SALES OPPORTUNITY ! Via Social Media we could crea:ng Brand
Connec:on by digital engaging with our target audiences, and crea:ng sales opportunity WITHOUT selling.
SOCIAL MEDIA INTEGRATION ! Genera:ng traffic to our main website, and also
all of our social media channels. ! Suppor:ng all kind of branding ac:va:on
Why Social Media?
! Since several social media platorm has website version, 74% percentage of mobile users using social media apps on their phone.
! Social media apps with mobile version
ease people to access every:me, everyplace, everywhere.
! In developing markets, mobile is oben THE FIRST ACCESS device to the internet. Mobile phone usage is popular in Asia Pacific (52%) based on research about e-‐commerce from Nielsen.
Let’s Choose the Effective Social Media Platform
! Search Engine Op:miza:on as one of traffic genera:ng tools, in order to give great rangking to the website by tell the search engine ‘Who They are, What They do, and Why They are Relevant to Searchers’.
! Good quality traffic to website, by crea:ng KEYWORD that are relevant to specific searches.
! Natural search result is an excellent way to INCREASING BRAND VISIBILITY. Great rangking of our web hotel by develop SEO is preferable to drive traffic.
! DRIVE POTENTIAL guests to the most appropriate page on our site
! GENUINELY USEFUL CONTENT will gives informa:on that visitors need, and bring an opportunity to create traffic.
! ALIGN OUR SOCIAL MEDIA platorm to be integrated with website to raise the reach
How About the SEO?
.
.
.
. " #
$
Genuinely Useful Content
% Drive Poten:al Guests
& Create Keyword
Excellence Brand Visibility
Search Engine Op:miza:on
Align the Social Media
Possibility of E-Commerce
Based on E-‐Commerce Report from Nielsen (August 2014), we can see about online browsing and buying inten:ons (Global Average) Hotel reserva:ons included in category CONSISTENT BROWSE?BUY RATES which means percentage of users that browse (42%) and buy (44%) are closely related. Different with another maier, as mobile phone, electronic equipment, car & motorcycle that browising percentage is more than buying percentage. So, important to know about the possibility of e-‐commerce in hospitality industry.
What We Could do Towards Media Relation?
AdverTsement Put the adver:sement about ’s signature event posters, and latest programs. Placement :me should be a considera:on.
Sponsorhips Support the media’s events (workshops, signature events) it could be a barter with media items like the news, men:on on radio, or even an advertorial page.
Media Visit Media visit helps both of business platorm to open a rela:onship through engagements by sharing each business’ products.
Media Engagement with Public Relation Activities
MEDIA CONFERENCE Conduct Media Conference in order to deliver the message that related to product, services, event in .
MEDIA TRIP Invite several media from lifestyle & feature magazine in Jakarta to get experience in hotel.
MEDIA PLACEMENT Improve with media planning about placement in selected media include feature/lifestyle magazine, tourism magazine and also in flight magazine.
Regarding on event to deliver
key message
Media Conference
Media Trip
Ac:vely Engaged with media
Magazine ads (display ads, advertorial,
event coverage)
Media Placement
Brand Iden:ty and Posi:oning
Media Rela:on, Marke:ng
Communica:on tools & program
Brand Ac:va:on Brand Ac:va:on
Social Media Marke:ng with
socmed channels & e commerce
Online ad campaigns
Emphasize website as landing page with Search Engine Op:miza:on
Branding Relaunching
Ac:va:on
Prepara:on
Ready to Make a Difference?
PROFIT & GRO
WTH
The New Welcome Experience with Relaunch
Public Rela:on Ac:vi:es
Marcomm Ac:vi:es
Digital
Integrated AmmuniTon to Conduct Relaunching Event
! Relaunching of hotel is part of branding strategy in order to deliver brand message to
the target guests expected.
! Suppor:ng relaunching event with the empowering power of digital ac:vi:es.
! Great combina:on to complete this relaunching event with held Media Conference as part of
public rela:on ac:vi:es
Relaunching Event “Intercultural Jakarta “Between Tradition & Modernity”
THEME
Intercultural Jakarta: “Between Tradi:onal and Modernity”
! The exhibi:on held in area, showing authen:c photo with intercultural’s theme, about tradi:onal and modernity of Betawi, Japanese and Korea.
! Photography Compe::on open for public (local/interna:onal). Invite Japanese and Korean community also to par:cipate.
! Selected photo will be displayed in intercultural photo exhibi:on during one month in hotel’s area
INTERCULTURAL PHOTO EXHIBITION
CULTURE STREET FESTIVAL
! Blocking street in front of hotel and celebra:ng the relaunch by conduct ‘Culture Street Fes:val’
! Invite Japanese and Korean Community to aiend this event.
! Culture street fes:val contains of parade with using clothing from Betawi, Japan and Korea, tradi:onal dance, music collabora:on , Ondel-‐ondel, during one hour
• Invite food tenant (tradi:onal food, modern food, un:l Japanese & Korean food). • Make people get foodism euphoria by aiend this food bazaar, where they can enjoy such as kerak telor,
FOOD BAZAAR
CULTURE STREET FESTIVAL
INVOLVING HUNDRED PARTICIPANTS As part of relaunching event, Intercultural Jakarta: “Between Tradi:onal & Modernity”, this culture street fes:val involving hundreds of dancers, marching band’s player, Japan and Korean lover community,
A BIG PARADE STRETCHES AND BLOCKS STREET This parade stretches and blocks street between hotel and Pasaraya Grande, as a big parade
Intercultural Photo Exhibition OPEN COMPETITION FOR PUBLIC Selected photo from photo compe::on par:cipants will exhibited in Intercultural Photo Exhibi:on around Area. ACCOMMODATE PHOTO EXHIBITION Build engagement with photography community, Photography college student to join in this exhibi:on. could
FOOD BAZAAR
Food Bazaar
TRADITIONAL& MODERN FOOD, JAPAN & KOREAN FOOD Invite food tenant to join in this food bazaar, consist of tradi:onal & modern food, also japan & Korean food ATTRACT PEOPLE & CULINARY LOVERS Open this food bazaar for public, so it could airact people and culinary lovers to come to enjoy the food that rarely they get. UNIQUE BOOTH DESIGN Bring the spirit of tradi:onal and modernity, unique booth design will make visitor get the strong ambience of intercultural’s theme.
How We Can Improve Brand through Maromm and PR Activities?
Media Trip PLEASURABLE STAYING EXPERIENCE FOR MEDIA Invite several media from lifestyle & feature magazine in Jakarta to get pleasurable staying experience in hotel. Cooking Class with ’s Chef With sob method, we can announce about our special food & beverage and airact them to join in this cooking class. It could be the way to sounding Chef’s exper:se. Con:nue with lunch in special restaurant in . Site InspecTon Surrounding the loca:on of hotel with media with informal site inspec:on. Airact them to see type of room, all day dining restaurant, roobop café, pool & sky bar, and MICE facili:es Barbeque Dinner & Media Party Located in Pool & Sky Lounge Bar, create private barbeque dinner & media party, and get insight from them about to build good rela:onship
Conduct media trip with interes:ng ac:vi:es to be added values for media, during media tour in 2 days.
Welcoming Media with coffee break
Barbeque Dinner &
Media Party
Cooking class with ’s
Chef.
Site inspec:on
Media Luncheon with BOD of
Media Luncheon Introduce BOD in media luncheon to announce ini:al presenta:on of .
Hotelier Indonesia
SWA Magazine
ESQUIRE Colours Magazine
Market+
• Hotelier magazine is a sort of magazine that focused on any parts of hotelier and hospitality.
• The format included digital and printed.
• The readers included hospitality professional, businessmen, architects, buyers and suppliers.
• Hotelier distributes its magazine to hotels, and F&B industries for free, also through mobile applica:ons like Scoop Store, Wayang Force, and Scanie for iPad users.
• SWA magazine is a portal to business maiers, included business profile, CSR, corporate ac:on, etc.
• The format included digital and printed
• The reader included CEO, businessmen, and experts.
• Esquire magazine has to be a lifestyle magazine, especially for men, from young adult to adult.
• The format included digital and printed.
• The readers are all-‐men type, included youngster, and young-‐adult, and adult.
• Garuda’s airlines inflight magazine that available in seat pocket on all of flights and also execu:ve lounge.
• The format of magazine is printed only.
• The readers are Garuda passangers which most of them are businessmen and luxurious travelers.
• Business’ free magazines that combines business and lifestyle dedicated to young professional/entrepeneur with ac:ve lifestyle.
• The format included digital and printed.
• The readers included young professional/entrepeneur.
• The magazines are distributes in Blue Bird / Silver Bird taxis, malls, restaurants, café, apartments, hospitals, clinics, salons, business centers, golf driving range, business organiza:on/community centers, etc.
THE MAGAZINES
Media rela:on is always needed for any business promo:on ac:vi:es, and magazines always being the choosen one. These magazines could be a considera:on to be a good media promo:on based on the theme-‐related to the business.
The Magazine’s Placement
What We Could Improve from Marketing & PR Kit?
! Marke:ng & Press Kit can be our :cket into countless publica:ons that not only delivered brand messages effec:vely.
! Press kits are not all end all of press communica:on strategies (as we may also want to add press conferences, events), but press kits are likely the first impression we’ll make on the media .
! Gesng ’s news into the hands on of
the press via press kit.
Prepare Marketing & Press Kit
The important of marke:ng and press kit in order to prepare branding and relaunching that will be
held on the next Janury 2015.
Communica:on Goals: Introduce to the public
Promote the sophis:cated brand of
MARKETING KIT
!Cover Leier ! Envelope
! Company Map ! Business Card
! Product & Pricing kit ! Contract
! Gree:ngs Card for Guests ! Brochures ! S:ckers ! Note pad ! Calendar
! Branded pen ! Company Informa:on Fact Sheet
! CD of product Photos ! Company Profile
! Design Guidelines for Ads ! Email Signature
PRESS KIT
! Goodie Bag for Media (media kit) ! Gree:ngs Card for Media
! Message Iden:ty about for Press Release
! Media Name Tag
Sample of souvenirs
Create MICE Book GREAT COPY WRITING & VISUAL DESIGN Complete our MICE book with great copy wri:ng and design that represent as four-‐stars hotel in Jakarta. SUPPORT SALES ACTIVITIES Create this MICE book as an informa:on about all MICE facili:es in , then support sales ac:vi:es. DISTRIBUTE THE MICE BOOK We could distribute this MICE book to travel agent (in airport especially), Jakarta’s business centre, and other poten:al target. DIGITAL AND PRINTED This MICE book facili:es could be published in digital and printed version. By digital, we could distribute as much as we want, but with printed version we could get high engagement for poten:al target. To
Travel Agent Engagement TRAVEL AGENT PACKAGE ! Create travel agent package and offer it to travel
agent, so they could sell the package to their customer and increase sales’s revenue
TRAVEL AGENT GATHERING ! Engage good communica:on with travel agent by
conduct travel agent gathering in every 3 months ! Gesng closer with them with gala dinner concept and
announce any update about program, update and package in
! In order to create comprehensive informa:on, preparing booklet & brochures to be distributed with travel agent to their customers.
TRAVEL AGENT AWARD 2015/2017 ! As an high apprecia:on for travel agent and in order to
increase the spirit of them, conduct special awarding for them.
! Invite them in award night to announce the winner of all award category.
Travel Agent Package
Travel Agent Gathering
Travel Agent Award
As part of an engagement to build good rela:onship with travel agent in
partnership
What We Can do With Digital Brand Activation?
Relaunch on Digital WEB LAUNCH ! Publish hotel website as main landing page on
relaunching event (part of culture street fes:val) ! Live streaming Culture Street Fes:val on website to
increase people awareness.
SOCIAL MEDIA BOOMED ! Integrate the website with all of our social media
platorm to get more impact. ! Share tweet, photo and video on social media during
launch event ! Make people to aware about this relaunching by
op:mize special hashtag #InterculturalJakarta ! Conduct trending topic in order to aware people in
social media about relaunch.
Our Website Launches Today
Visit site >>>>
HOW IT WORKS
! Describe a day in the life of our Directors, Managers, chef, housekeeper, recep:onist, EO
! Ask staff for share their :ps, their own story (background, experience & how they came to be working in our hotel
SHOW OUR PERSONALITY
Keep Update with ’s Newsletter
! Build rela:onship with guests as soon as they have booked, by thanking and giving them addi:onal informa:on.
! Overall this Monthy Newsleier contains of ebents, travel updates, story about , Profil, Food and Beverage, room, facili:es, MICE, etc
FROM OUR KITCHEN
! Introduce our new special menu & how it’s been created ! Ask our chefs for their views on fiood on holiday, & new recipes to
try out. ! Write some food specific reviews, based on local ingredients.
! Suggest some poten:al holiday i:neraries with maps ! Write about specific fes:veals & events happening, ! Ask customers for their tes:monials with picture of their happy
face ! Write about Hotel’s special offers, promo and event
OTHER IDEAS
Seamlessly Mobile Experience
INCREASE MOBILE BOOKINGS ! Today, guests are using mobile devices to plan their
trips and book rooms. It is now impera:ve that hotels create mobile hotel website in order to increase occupancy rate
MOBILE OPTIMIZED PHOTO ! Speed is incredibly important in mobile hotel website,
though there are many pictures and fitur
MOBILE BOOKING ENGINE ! Made people easier to navigate the online booking via
mobile with larger buion and text. Provided our guests a seamless shopping experience on their hand.
Smart Visual Design Material VARIOUS DESIGN ! Contains of Infographics and picture
content. DIGITAL PUBLIC ENGAGEMENT ! Engage public on digital world by sharing
this in every social media platorm, such as twiter, facebook, and instagram, also possible to create viral itself in private social media as path.
POTENTIAL CONTENT ! ’s infographic and picture content consist:
hotel accommoda:on, room ameni:es, hotel dining, transporta:on, :ckets and package, :p of the day, quotes, etc.
So, How could Explore this?
Walt Disney World Resort Disneyland Hotel
Infographics & Picture Content
THE POWER OF PHOTO QUALITY ! Prepare excellence photo in order to providing great
picture content. TOUCH WITH STRONG COPY WRITING ! Important to think
• Restaurants
Hotels Flight Bookings
Trip Advisor and Agoda Trip Advisor as the most commonly accessed travel review werbsite with up to 50 million users every month. Among 3,641 users surveyed, 69% found TripAdvisor reviews to be “Highly or extremely accurate”, 92% agreed with the statement that TripAdvisor hotel reviews help them to pick the right hotel for their travel needs, and 83% usually or always take a look at TripAdvisor review before selec:ng a hotel (surveyed by PhoCusWright)
Agoda is Asia’s leading and fastest growing online hotel reserva:on service. Focused on providing the lowest available hotel prices in every des:na:on wordwide
69% found TA reviews to be highly or extremely accurate.
92% agreed TA review help them to pick the right hotel for their travel needs.
83% usually or always take a look at TA reviews before selec:ng a hotel
HOW IT WORKS
Effec:ve keyword for SEO necessary that are relevant as insight into crea:ng our ideal keyword profile. Strategically, keywords can significantly
boost our ra:ngs in search engine results.
What is Effective Keyword for SEO?
! Hotel Jakarta ! Hotel Blok M ! Four Star Hotel Jakarta
Sample Keyword RecommendaTon
DO ROUGH KEYWORD RESEARCH Come up with a short list of keywords, try to imagine how real customer might look for our
products and website. Basically, the more phrases you use, the lower
Let’s Discuss
Tika Sylvia Utami Twiier: @Tikasylviautami
URL: www.Tikasylviautami.blogspot.com Instagram: @Tikasylviautami
Soundcloud: hips://soundcloud.com/:ka-‐sylvia-‐utami
