Case study project for customer communication for Cedar Court Bradford
Case study for marketing best practise in the hotel industry
During the Best Western conference in Bristol lots of discussion was generated during the customer communication workshops that were held in relation to “marketing best practise”. Lots of feedback was given regarding the style of design, range of materials and formats you could receive as well as utilising other channels like TV’s. The challenge to build on the feedback was taken on by Magnify Marketing who delivered the original findings and the Ryedale group.
The purpose of the case study was to create some “real” examples of best practise in a Best Western hotel. The Cedar Court in Bradford was selected and a full review of the venue took place. 4 contrasting design styles were created to work with the different style of hotels that exist within the group with one selected for the test. Working closely alongside the GM Sean Battle, a range of POS was then created to support his key messages he was looking to drive. These were; • Breakfast Sales • Dinner Sales • Conference facilities • Leisure club awareness • Room upgrades The purpose of all the designs was to work effectively as a suite so that the guest is aware that they link together.
Some of the new designs you can expect to see
Best Practise To ensure the guest is aware of key messages they need to be seen three times to have any recall. You also cannot overload a guest so messaging where possible needs to be limited to 3 different messages. 3 x 3 = awareness When you visit the hotel you will see a range of formats that have allowed the messages to be repeated but in different ways.
Posters
Lift doors
formats
TV screens
Floor standing
Following feedback from the test we will look to take some key feedback and develop further
Elements
This document was created by Paul Filler of Magnify Marketing, a leisure and hospitality specialist.
Magnify Marketing Ltd 23 Kimberley Court Kimberley Road London NW6 7SL Paul Filler 0207 625 7328 paul@magnifymarketing.co.uk www.magnifymarketing.co.uk