Marketing a resort these days is a complex art. There are your social media platforms to consider, your website to keep updated, traditional outreach to the broader community to conduct whether it be on a local, regional, or national level – the list is long! Figuring out where your printed media falls into this new world can be tricky. This article will give you four ways that print can successfully support your hotel’s marketing efforts.
#1: Print can bring your online presence into the real world
In this age of all things digital, creating an integrated marketing system that balances both your digital efforts online and your physical marketing materials on location is key. Quality printed materials can communicate your message effectively and serve as tangible reminders of your online marketing efforts. Take it a step further by pairing your promotional efforts online with print technologies like QR codes and PURLS that offer seamless integration between these two worlds.
#2: Strong printed products carry the look and feel of the property
Think of the points of contact your guests have with print. It’s the promotional brochures at the front desk, the key card holder they carry in their bag, and even the guest directory in their room. Your clients will likely hold onto these items throughout the course of their stay. Wouldn’t it be nice if the items you chose to have printed truly communicated the same level of quality, service, and attention to detail that your property does? Choices such as design, layout, paper quality, and even certain colors can communicate your brand more effectively to each and every one of your guests.
#3: Print gives your marketing message “life after digital”
What do we mean by “life after digital”? Well we all know how important it is to create valuable social content for our followers – and we know how long it takes to create quality content. So why use it one time on a post that gets a split second of someone’s attention? Take key imagery and high performing messaging and place it on printed items. This will allow your message to stay with people much longer. Just think - that witty saying that was a hit on Twitter could be used on a pen or notepad that may travel to your guest’s home where they continue to use it. That type of brand exposure is worth the investment.
#4: Print is personal
One of the biggest trends right now in marketing is personalization. We know that millennials are partial to items that include their name, cater to their specific interests or are somewhat bespoke in nature. So how can you translate that customer desire into a tangible result in your resort? Through the printing and packaging you place in front of your guests. A direct mail campaign with variable content, greeting or thank you cards that are personalized, or even names written on packaging for bridal party gift bags – all of these have an impact. They make your guests feel special and catered to.
So whether it’s maintaining your brand identity across platforms or adding longevity to your marketing efforts, print can play an important role when executed in a thoughtful way. In this age of digital marketing, print can help you bridge the online and real world to better serve your guests through curating memorable moments in their lives.
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