你的酒店给广告毁了吗?
关注微信
订阅号

订阅号

小程序

小程序

订阅邮件
新闻 > 评论 > 正文

你的酒店给广告毁了吗?

来源:环球旅讯特约评论员 Ryan 2011-05-03 11:04:40

不管是酒店主还是管理公司,投入大笔资金把酒店盖的美轮美奂,可是到了市场推广这个环节,广告往往就让我对酒店的印象大大地打了折扣。为何?不是我为何有这样的感觉,是为何酒店的广告大部份都是千篇一律的烂?

  不管是酒店主还是管理公司,投入大笔资金把酒店盖的美轮美奂,可是到了市场推广这个环节,广告往往就让我对酒店的印象大大地打了折扣。 

  为何?不是我为何有这样的感觉,是为何酒店的广告大部份都是千篇一律的烂?!

  画面不是酒店的楼体照片,就是服务员端个盘子。这样的广告画面想告诉我什么呢?!文案也是空洞有余,乏善可陈。

  我一直都没看明白这两个广告。 

  富丽华大酒店

  酒店楼体的3D效果图是想说明什么?跟我有什么关系?值得我一晚就得掏几百块钱来住?文案只有内文而没有标题,既抓不到我的注意力更别奢望我会看这些密密麻麻蝌蚪文。 

  春秋商务酒店

  主文案为「春秋,我的商旅之家」,单是模特的选择就是一大问题。主角怎么看都是一个阔太太,哪来的商务?!家?!谁家有这样的佣人给我倒酒?!副标题「尊迎阁下.欢迎入住」则更可笑!爷有钱,有哪家酒店不欢迎我要把我赶走?! 

  这样的广告,钱花了去打水漂是一定的,还不如不做。通过这两个广告,我看到了两个主要的问题。 

  1.广告一般都是由酒店的市场部或媒体部把控,也就是说市场部人员要么根本就不懂市场,要么就是如井底之蛙坐井观天一样的目光短浅。 

  2.不仅仅是酒店,有很多企业对广告的看法是,不做又不行反正有就行了,所以就随随便便的打广告,最重要的是省钱。随随便便的拍拍照片、随随便便的找个模特、随随便便的找一家广告公司、随随便便的乱投媒体。钱,省了吗?!广告做了,得不到效果不能吸引客人入住,钱,白白的花了。别说什么预算有限,因为这个只是不信任广告可以带来效益的借口。既不信任广告又何必做呢,干脆把市场推广的预算省下来提高员工待遇,至于市场推广嘛,微博是免费的。
 
  再来看看一些我个人认为是上品的广告

  Ambar's Guesthouse 相当于经济型酒店或者客栈或招待所。画面简单给力而恰到好处,像有点发霉的老照片,文案精鍊字字铿锵,这样的图片配上这样的文案正是相得益彰。这种类型的酒店打的就是价格,赤裸裸的告诉旅客我就一寒酸相,对背包客对驴友反而是信心的保证。不造作不矫情,好!

  上海朗廷扬子精品酒店 

  原来的广告找不到了,从酒店官网抓了两张图。在高星线酒店的广告图片中,这两张照片是罕有的精品。酒店本身固然漂亮,如一个富有老上海情怀且风情万种的上海女人。选角更是精彩!女主角一身旗袍,男主角一身笔挺的洋服,不正就是上海这个城市从古到今的写照吗。男角女角的身体语言、眼神的交流,让我有无限遐想、一种继续寻觅这一家酒店的故事的欲望,而且是强烈的欲望。 

  不管作为一个前广告人、普通人、旅客,我都认为这一套广告照片在传播上确实很成功也很有效。 

  从这个广告上,我认为,这一家酒店的市场部人员是真的具有市场部该有的专业水平与识见,而且品位高尚。钱花了,也花对了。制作这样的广告当然不便宜,可是物有所值,因为对酒店的品牌、旅客的好感度都具有明显的提升。而且,在宣传的物料和媒体上可多次的使用。所以,贵吗?不贵!

  文华东方酒店 

  从我第一天做广告起,文华东方酒店的广告就是这样。是一种洗脑式的品牌传播,只要一看就知道是文华东方的广告,也让文华东方这个品牌深深的烙印在脑海里。不过,我想说的不是广告本身,因为这只是众多套路的一个,我想说的是文华东方扇形商标本身。

  商标本身也是品牌的载体,一个好的商标实在是太重要也太有用了。就好像 NIKE 的√号,看到了就想到了品牌 Just Do It 的精神。 

  文华东方的扇既代表了东方文化神髓,也是风雅而高尚的情操的代表。商标的设计本身既简单却不失独特视觉效果,所以容易作为一个图腾去传播也容易给记住。 

  文华东方的品牌传播,成功,绝非侥幸。

  广告,谁都可以做,但绝不容易做,也不是谁都能做的好。 

  我常常都说一句话,有钱去花固然是好,懂得怎么花、花对了地方才是重点。 

  好不容易花了大钱去盖酒店,何需去省做广告的小钱?!既然要做广告要做推广,何不好好的去做并且做好?! 

  广告,做好了做对了,广告便不只是花钱而是帮自己赚钱,请相信广告的力量。 

  别让广告把酒店给毁了。

酒店营销
10

© 以商业目的使用环球旅讯拥有版权的内容,请遵循环球旅讯 版权声明 获得授权。非商业目的使用,请遵循 CC BY-NC 4.0

×

打赏打赏打赏!!!

  • Yoshikoin中国 2011-06-14 01:54

    I agree completely with you, Ryan. Ads, especially hotel ads, are an interesting phenomenon to observe-- this is my opinion from both the perspective of a non-Chinese resident of China, and of a former hotel PR/MarCom Director. From what I've been able to observe, there are three general 'categories' that hotel ads usually fall into. First, an all out 'campaign' of sorts, where the hotel owner or management is committed to drenching paper media with as MUCH coverage as possible. Full pages ads, back cover placements, paid advertorials, etc... whatever money CAN buy, money WILL buy. Hand-in-hand with this approach, is to spare no expenditure on creating ads-- and by creating ads, I mean finding a company (or a person) with enough graphic/computer design skills to appeal to the personal preferences of what the Big Boss likes. For the most part, this means that the company chosen usually does not specialize in hotels, and further, they are merely a group of fairly skilled graphic/computer designers led by someone who makes good sales pitches. That's it. They lack the patience, time, and willingness, to study and observe the product that they have been hired to help sell. Therefore, instead of studying and observing to create a CAMPAIGN to sell the hotel as a whole, they focus on the here and now--- they listen to what the management or owners WANT -- for the upwardly mobile, upper middle class to fill the lobby, dressed in 'luxury' euro-brands and smelling of money. To them, the terms "business," "luxury," and "fashion" are all synonymous, and all MUST be squeezed into the space of one full-page ad. -- The result of this, is the MESS that 春秋商务酒店 has created in the ad you spotlight in your article. The second category is hotels that don't have enough of a budget to hire big ad firm to fully create their publicity. They may outsource a few times a year, for major events, but in general these hotels have in-house artists (美工) whose job it is to create

    0
    • Traveldaily 2011-06-14 09:28

      Yoshikoin中国, Thanks for your comments. Would you like to write sth on this topic and share your indepth oberservations and insights with TravelDaily audiences? Please feel free to send your article to news@traveldaily.cn Thanks Traveldaily

      0
    • Ryan @ SHOTS AROUND 2011-06-14 11:32

      我会抽空把 Yoshikoin 的回覆翻译成中文,这里当然有精通英文的人,不过为了照顾中文读者的需要,请各位耐心等待中文翻译 Ryan @ SHOTS AROUND

      0
    • Yoshikoin中国 2011-06-14 10:23

      Thank you for your invitation. I would be happy to do a write-up or submit an article-- Ryan has suggested a collaboration, which is a great idea, since it will give us the opportunity to bring two sides of the business together. Please await my/our submission.... as you know by now, I tend to be a little bit.... slow :)

      0
    • Ryan @ SHOTS AROUND 2011-06-14 12:04

      Don't worry, I also do the writing in my free time, Travel Daily is an open platform, a place for industry professionals to share ideas and thoughts, more people to come and write, more we learn from each other

      0
  • 11 2011-05-05 11:25

    深深被触动,国内酒店3D立体图做广告的还真不在少数,且不说2.3线城市,就连1线城市都有不少。毁得一塌糊涂。。。。若不打破固有思想,单体酒店的生存空间将越来越小。。。

    0
    • SHOTS AROUND 2011-05-05 13:10

      对于一些传统派保守派的人来说,他们更倾向于看风使舵看看别人这那样他们也就那样,可是当生意做不大的时候却埋怨苦思为什么,在中国这个瞬息万变的市场不想办法突围最终落得仅堪糊口甚至倾家荡产被迫离场。

      0
  • mark 2011-05-03 10:08

    Ryan写的越来越重口味,嘿嘿。整体房子的有点像是房地产的广告,第二个红酒的倒是像红酒的广告!!!酒店的广告诉求不准,烧钱嘛,有钱谁都会烧的,看谁烧的聪明。

    0
    • SHOTS AROUND 2011-05-03 11:16

      钱烧对了是给自己点灯,钱烧错了则是引火烧身

      1
  • blue_star 2011-10-11 10:59

    用外景图当广告确实不够吸引眼球,除非建筑本身很出挑。酒店应该有明确的定位,了解客人的诉求,迎合这些客人的诉求来做广告,意境很重要

    0

您还可能感兴趣的文章:

©2006-2019 环球旅讯版权所有| 粤ICP备 06070077|增值电信业务经营许可证:粤 B2-20110389|版权声明