WHAT I DO
Strategically positioning hotel and travel tech company brands. Formulating the strategic and tactical plan to capture the right position. Training teams on tactical marketing elements and measuring performance.
Creating effective campaigns driven by useful content and measurable results. Building the materials for an effective execution, understanding client and prospect needs and delivering a qualified readers and positive sentiment for brands.
strategic & SALES messaging
Working with management to craft the story that will resonate with the market and communicate the right message.
Assist management and product managers to find the right product/market fit for hotel and travel tech products. Adapting product direction to increase chances of success by understanding and testing the market needs.
Advertising art direction
Assisting marketing and advertising teams to optimize advertising layout, messaging and design for increased visibility and impact.
IT MUST BE CLEAR
Marketing must be easy to understand, clever puns are fun. But more often than not it doesn't help get the message across. It is more important to communicate clearly and quickly than cleverly.
IT MUST BE EFFICIENT
Marketing needs to generate measurable results. If those results are brand awareness, leads, sales or other results they must be measurable and plans must be agile enough to change if they aren't performing.
IT MUST BE ELEGANT
There's a fine line between pure efficiency and elegance in marketing. One can argue that the ROI of spam it great, but it isn't elegant and to remain in the minds of the customer, it should be elegant.
IT must be truthful
Marketing is worthless if it promoted untrue or altered facts. Getting a thousand disappointed visits is worth nothing, but a hundred satisfied visitors will turn some to customers.
it can be ON A BUDGET
Great marketing isn't great because the campaign costed millions. Great marketing can be done on a budget. Big ideas work because they can be executed with the resources at hand. Huge budgets just open the floodgates for Big Ideas, the smaller the budget the smarter one must get to find the Big Idea.
IT CAN FOLLOW TRENDS
One doesn't always need to set the trend, great marketing can follow existing trends, as long as one is aware that one is following a trend and that it may soon be over. Obsessing on setting new trends is both expensive and inefficient, unless one has billions to spend.
IT IS NEVER Confusing
Whilst there are always many messages, plenty of options and even more exceptions the marketing and its design is always focused on a single message for that moment. It may not work for everyone but it works for the majority and that is most important.
IT ISN'T CHASING SHINY OBJECTS
Unfortunately too many marketers are chasing the latest channel and shiny objects. One must always look out for new channels. But it is more important to understand why and how they fit in the mix because many don't and they become a distraction.
From a practical education in sales and marketing, I became a hotel general manager for hotels. After which I began marketing hotels to guests and hotel tech companies to hotels.
Beginning with a bootstrapped budget and taking a local hotel tech company global focusing on more than just a single product but on the positioning the company and it's executives on the international hotel market, I then moved on towards funded startups with even bigger success.
I work with the companies founders and management to build an international reputation and brand awareness. It takes proper timing, accurate and helpful content, strategically executed trade shows and helping the industry through helpful content marketing and staying within budgets. It is more about accurate marketing than huge budgets.
What people say
I advise startups and tech companies in the hotel and travel industry. I'm always looking out for new contacts and interesting conversations. I frequently deliver keynotes on hotel marketing to higher education universities and for events. To find out more, get in touch.