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

Will restaurants of the future still need a dining room?

It does not seem the coronavirus is leaving us soon, although we have seen good   progress in developing the vaccine . In recent weeks, many places reported   a surge of new infected COVID-19 cases . Some even resumed   lockdowns   and the mask-mandate order, forcing restaurants to   shut down indoor dining   services again.     As a short-term remedy, restaurants immediately shifted their offering to   curbside pickup and delivery  services. Meanwhile, restaurants are testing new concepts to embrace the   contactless self-service  trend for the future. Here are some examples,     Chipotle opened its first digital-only restaurant     The new prototype, known as the   Chipotle Digital Kitchen , debut in Highland Falls, NY, earlier this month. Different from the traditional Chipotle restaurant, the Chipotle Digital Kitchen features:     A lobby designated for pickup services through off-premise orders.   A see-through kitchen, allowing customers to see, smell, and hear what is going on b

The 2020 hospitality and tourism trends that will likely stay in 2021 and beyond

The COVID-19 pandemic had made an unprecedented impact on the   global economy   in 2020. The good news is the long-waited COVID-19 vaccines will   soon become available . Let’s hope that the coronavirus will disappear soon as we enter the New Year.     Looking back before we look forward   At year-end 2019, I predicted a few   2020 trends   in hospitality, retail, and tourism businesses. For example, I recommended that we should pay special attention to the following areas:      A shifting focus on food delivery, sustainable food, and quick-casual restaurants. Using AI and facial recognition in service operations.   The threats from Google, Amazon, and Airbnb as a (potential, new) giant tourism enterprise in the market.   Investors’ growing interest in boutique retail stores and hotels. Customer loyalty issues as more travel companies adopted the dynamic pricing strategy even in their frequent traveler programs.   Safety issues during travel.     Certainly, the global pandemic was not