Skip to main content

What Can Go Wrong in an Event? A “Funny-or-Die” Marketing Approach

Corporate America has seriously cut meetings and functions in hotels, which makes 2009 and even early 2010 a tough time for hotel event managers. Traditionally, Hyatt Hotels used the message of hosting successful meetings to communicate with meeting planners. Now, Hyatt found from its internal research that (1) over 50% small meetings (100 people or less) are not organized by a professional event planner and (2) meeting planner wants great food, reliable audio-visual equipments, and simply not being yelled at. Hyatt uses a new approach to market its corporate event business. Here are some of the highlights:

1. Hyatt paid less than $300,000 to Funny or Die website to produce video for advertising (the embedded video is an example).

2. Majority of Funny or Die website’s audience can be described as “young, male, and upscale.”

3. Funny or Die website has 1.5 million Twitter followers and almost 50,000 Facebook fans.

4. Hyatt’s media agency plans to spend between $2 to $3 million in 2010 with Funny or Die for clients like HBO and Starbucks.

Without accessing Hyatt’s balance sheet, how do you evaluate the effectiveness of this new marketing approach? Will you consider hosting your next meeting in Hyatt?

References:
The New York Times: http://tinyurl.com/LinchiKwok03202010
Video was downloaded from: http://tinyurl.com/LinchiKwok03202010V
Picture was copied from: http://tinyurl.com/LinchiKwok03202010P

Comments

  1. Many bed and breakfasts offer themed rooms, which may be decorated in different styles or built around different ideas.

    Rio Pousadas

    ReplyDelete

Post a Comment

Popular posts from this blog

Yammer: A Social Networking Site Exclusively for the Workplace

Effective internal communications among employees are related to some desirable organizational outcomes, such as robust morale, a clear vision, low turnover, and high employee engagement. The question is what platform can serve the purpose. This ABC News video introduces “ Yammer ,” an exclusive internal communication tool for companies. A user must use a valid company e-mail address to sign up for an account. Once an account is validated, the user will be led to the company page that is pretty much like a Facebook page. The difference is that only the users whose e-mail addresses share the same domain can see the wall and communicate with each other. I have no question about whether Yammer could be a useful internal communication tool for companies, but I just wonder: how many social networking sites do people need for communication? Why people have to “create” so many platforms or channels for “effective communications”? To many people, Facebook is only for “friends,” whe

Can leisure and work-from-home demand stimulate extended-stay hotel growth beyond COVID-19?

The lodging industry is   struggling   to fill the empty rooms in 2020. For months, U.S. hotels are running at an occupancy of 50% or lower.     Not every segment   suffers the same impact from the pandemic, however. Demand for   home-sharing  facilities had already bounced back over the summer. Airbnb reported a higher booking than last year. Marriott’s home-sharing arm is also doing well, seeing a sevenfold increase in booking over last summer.     Similar to what a residential rental or home-sharing facility   offers , guestrooms in extended-stay hotels also feature a full-size kitchen or a kitchenette. Extended-stay hotels are designed for travelers who want to stay at a “home” when away from home. A guestroom at the Residence Inn Miami Sunny Isles Beach   Extended-stay hotels vs. home-sharing facilities     Because COVID-19 is primarily transmitted through direct or indirect human contacts, people are highly encouraged to avoid unnecessary human interactions, leading to more   con

The 7 Ps marketing mix of home-sharing services: Insights from over one million Airbnb reviews

The 7 Ps marketing mix framework is a widely used managerial tool that helps businesses identify the principal components of a service product. The 7 P elements include Product, Promotion, Price, Place, Participant, Physical Evidence, and Process.   The 7 Ps framework can assist marketers in making decisions regarding segmentation, positioning, and differentiation. Even for the same type of products with different brands, marketers can still drive higher sales through the improvement of a product’s marketing mix.     The empirical study about 7 Ps of home-sharing services   Building upon the 7 Ps marketing mix framework, I led a research team in a big-data, supervised machine learning analysis of over 1.14 million English reviews of 37,092 Airbnb listings in San Francisco (SFO) and New York City (NYC). We aimed to discover new meaningful business intelligence through the analysis of an immense quantity of online review information that is created by consumers in the cyber marketplace