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希爾頓逸林酒店社交網(wǎng)絡(luò)宣傳的成與敗

希爾頓逸林酒店社交網(wǎng)絡(luò)宣傳的成與敗

Daniel Roberts 2012-05-23
連鎖酒店品牌怎樣才能在消費(fèi)者心中樹(shù)立炫酷形象呢?希爾頓逸林酒店選擇了社交網(wǎng)絡(luò)營(yíng)銷和派送免費(fèi)曲奇再加戶外宣傳相結(jié)合的方式。他們的成與敗,也許能熱衷微博營(yíng)銷的國(guó)內(nèi)公司一點(diǎn)參考。

????“愿望車”也沒(méi)有實(shí)現(xiàn)多少愿望,因?yàn)闆](méi)多少人提出要求,它只到訪了三處地方。首先是Twitter駐紐約辦公室;然后是B&H Photo公司的一位女士要求香蕉面包布??;最后是FlightPath公司,在那工作的丹尼斯?卡斯特羅女士的Twitter要求深受饑腸轆轆的同事們的歡迎。“不過(guò)我沒(méi)想到他們會(huì)帶著攝像人員過(guò)來(lái),”她說(shuō),“我也不覺(jué)得這會(huì)讓我更傾向于在逸林酒店住宿,因?yàn)橥ǔN叶紩?huì)選擇四星級(jí)或五星級(jí)的高檔酒店。”

????凱旋公關(guān)人員勞倫?巴特勒稱,愿望車需求較少只是因?yàn)樾麄髦脛倓傞_(kāi)始,當(dāng)面提出要曲奇的人可不少。理光營(yíng)銷總監(jiān)、前IBM咨詢師、《精準(zhǔn)營(yíng)銷》合著者李?加拉爾總結(jié)道:“利用社交媒體和病毒式宣傳或許是個(gè)好點(diǎn)子,但在我看來(lái),這無(wú)助于吸引更多商務(wù)旅客轉(zhuǎn)投其品牌,難以贏得新顧客并增加營(yíng)收?!?/p>

????對(duì)消費(fèi)者來(lái)說(shuō),免費(fèi)贈(zèng)送食品和禮品卡的活動(dòng)當(dāng)然沒(méi)什么不好——不論背后的營(yíng)銷意圖多么明顯和復(fù)雜。或許整個(gè)營(yíng)銷活動(dòng)中最引人注目的一點(diǎn)是,它圍繞Twitter展開(kāi)。格林里夫表示:“我感覺(jué)很多同行都因其新穎性而使用Twitter,但我們是非常嚴(yán)肅地動(dòng)用這一工具,構(gòu)建更好的體驗(yàn)?!笨伤蔡拐\(chéng),“重要的是,得找到一種利用Twitter的好方法,不要讓人覺(jué)得你在為了這么技術(shù)的目的而用它。”還有什么比免費(fèi)曲奇更實(shí)在的東西呢?

????譯者:黃興宇

????And the "swarm car" didn't have many deliveries to make, because it didn't get many requests; it visited only three places. One was Twitter's New York offices, another a woman from B&H Photo who requested banana bread pudding, and the third was the company FlightPath, where Denise de Castro's tweet request was a big hit with hungry coworkers. "I didn't know they were going to come in with a camera crew, though," she says. "I don't think it would make me more likely to stay at DoubleTree, because I usually go to higher-end hotels with four or five-star ratings."

????Ketchum's Lauren Butler suggested the lack of demand for the swarm car was simply because the tour has just begun. And there was no lack of demand, in-person, for the cookies. Lee Gallagher, marketing director at Ricoh, former IBM consultant, and co-author of Precision Marketing, concludes that, "The social and viral aspect may be slick, but in my opinion, not relevant to moving the top line in gaining and attracting more business travelers to their brand."

????It's hard for consumers not to like an event that hands them free food and a gift card, no matter how obvious and comprehensive the marketing effort behind it. Perhaps most compelling in the entire campaign is the centrality of Twitter. Greenleaf said, "I feel like a lot of our peer businesses use it because it's a curiosity, but we use it to very seriously build a better experience." And yet, he reveals, "It's important to find a way to use Twitter well without making it look like you're using it for such technical purposes." There's nothing less technical than a free cookie.

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