BOHAN In The News
Four trends in affluent travel and how they can boost your bottom line in 2012
Consumer travel predictions have certainly mimicked the proverbial roller coaster over the past four years, with recessionary panic, high gas prices, unemployment fears and both natural and man-made disasters all taking their toll on the spending confidence of the typical American traveler. But, throughout all of those changes, segments of the affluent, or “luxury” market, have remained a little more stable.
In fact, Unity Marketing’s latest report, “Luxury Consumers and Their Luxury Travel Plans 2012,” shows that over 40% of affluent travelers will travel more in the coming year than in 2011. That’s good news for marketers like you, but in my opinion, marketing to this audience in 2012 will require an integrated approach that encompasses a variety of tools - both old and new. Here are four trends I believe can impact the affluent traveler segment in 2012. Some may even surprise you…
1] Discounts can work for this segment
A popular mistake many affluent marketers make is assuming that discounts or promotional offers are detrimental to the brand. On the contrary, based on what our agency has experienced over the last five years for both resorts and affluent travel destinations, affluent consumers are even more likely to seek out such offers, and they enjoy the feeling of getting a great deal on travel.
2] Provide new, and different, value
The key is all about showing travelers a unique experience as part of the overall value you provide. They’re seeking new, different and memorable experiences - and the more you show how you can fulfill those travel desires, the more chance you’ll have of winning them over from your competition.
3] Differentiate and target appropriately
When it comes to communicating the unique experience only you can provide, the channels used should be specific to your particular type of affluent customer. It’s vital to not only differentiate your specific prospects from the broader “affluent” target, but to also understand the intricacies of their decision-making processes.
4] Turn trends into tools
There is a vast arsenal of new tools that can help you not only communicate your value to new visitors, but also build loyalty by rewarding your current brand ambassadors. In our agency experience over the last several years, it’s become clear that mobile ads, location-based marketing and application (app) development aren’t just a trend, they’re tools that are here to stay that can help set travel marketers apart.
At BOHAN, we not only have experience in helping brands identify and communicate the unique experiences that can grow their business, but expertise in tourism and hospitality that is rivaled by few in the nation. If you think your marketing efforts need some refining and just want some free advice, give us a call or shoot us an email. You might be surprised by how we can help.
With over 18 years in travel destination marketing experience, Brian is considered one of the most knowledgeable agency strategists in the industry.
Shoot Brian an email at: briang@bohanideas.com
Shoney’s Promotion Pleases America’s Sweet Tooth
Free hot fudge cake day boosts traffic, sales, menu trial
NASHVILLE, Tenn. (January 2012) – Shoney’s used one of its signature items – hot fudge cake – to fuel a promotion that boosted traffic, increased sales and got former customers to revisit the chain that is working to revitalize its brand.
“This was a major push throughout the 17 states where Shoney’s operates,” said Holly Hixson, vice president of BOHAN Advertising, which developed the promotion for Shoney’s.
The promotion was the giveaway of its signature hot fudge cake – no purchase required – on Dec. 6.
“Traffic for the entire chain was up substantially that day, and there were some locations where the increase was dramatic,” Hixson said.
BOHAN rooted the promotion in a personal message from Shoney’s CEO David Davoudpour.
An open letter from Davoudpour, published as a newspaper ad in multiple markets, explained his desire to return Shoney’s to its iconic status as a top family restaurant. It invited people to put Shoney’s to the test and enticed them with a serving of hot fudge cake.
“Guests felt the sincerity of that message. We heard that many times over via social media feedback,” Hixson noted.
Targeted newspaper advertising, including USA Today and local papers, was complemented by digital outdoor advertising, in-store messaging, social media promotion and public relations efforts such as outreach to food bloggers and on-air visits to radio DJs.
One of the promotion’s goals was to give guests the chance to sample several new items on the Shoney’s menu.
“The amount of guests who ordered something from the menu in addition to their free hot fudge cake was overwhelming,” Hixson said.
BOHAN Advertising, established in 1990 and based in Nashville, Tenn., is a full-service advertising and marketing agency. It has major clients in tourism, healthcare and consumer goods. Agency information is online at www.BohanIdeas.com.
Contact:
Tom Adkinson, APR
tadkinson@bohanideas.com
615-341-8796
BOHAN Exec Named to National Advertising Association Committee
Shari Day joins American Association of Advertising Agencies work group
NASHVILLE, Tenn. (January 2012) – Shari Day, senior vice president/operations and planning at BOHAN Advertising, is a new member of the project management committee of the American Association of Advertising Agencies (4A’s).
The 4A’s is the national trade association of the advertising agency business, and Day’s work group helps member agencies of all sizes develop expertise in project management.
“Effective project management is a vital to agencies’ success, and Shari’s expertise and background will help this 4A’s committee advance agencies nationwide,” said David Bohan, chairman and CEO of BOHAN.
Day joined BOHAN in 2010. Her client experience includes TriStar Health System, Dollar General, AAA of East Tennessee, University of Tennessee Medical Center, Shoney’s and Boston Whaler Boats. She writes frequently for the agency’s WhyMomsRule.com marketing blog.
The 1,200 member agency offices of the 4A’s employ 65,000 people, offer a wide range of marketing communications services and place 80 percent of all national advertising.
BOHAN, established in 1990 and based in Nashville, has major clients in tourism, health care, restaurants and consumer goods. Agency information is on the Web at www.BohanIdeas.com.
Tom Adkinson, APR
tadkinson@bohanideas.com
615-341-8796
Four trends in affluent travel and how they can boost your bottom line in 2012 read more
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