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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

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