The following student produced videos form part of a project undertaken by them this semester in my Hospitality Marketing course at Les Roches Marbella. I am proud to say the results of the presented projects were amazingly creative and clever at once. As is always the case with my students, they have once again shown their capacity as future hospitality professionals to not only develop effective marketing campaigns but to do so in original and innovative ways. I invite you to enjoy two examples of their work, but beforehand, please take a moment to review the challenges outlined in the project.
Course: Hospitality Marketing – BBA Semester 4
Project: Video Advertising Campaign
Overview: Consider any business relevant to the hospitality Industry. Put together an advertising video campaign for this business. Length should be between 20 and 60 seconds.
Step 1
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- Set an objective for your campaign – what do you want to accomplish?
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- Are you trying to educate prospects about a new product?
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- Are you trying to win new clients from the competition?
- Are you trying to build awareness?
Step 2
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- Position your product properly.
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- Which products are succeeding and which are not?
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- Analyze the competition.
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- What consumer demands are being satisfied and which are not?
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- Analyze the attributes of your product: what can you offer that no one else is offering?
- DIFFERENTIATE YOUR SERVICE
Step 3
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- Define your Audience.
- Determine which segments of the market you can serve best. Avoid being “all things to all people”.
Step 4
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- Make each ad reinforce your brand image.
- Once you position your product and define the audience you wish to reach, you can now assign your product a personality or “brand image”. In advertising this can be carried out by the use of a consistent layout format; typeface and/or logo and “tag line” (ie. ” always Coca-cola”)
Step 5
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- Make your ad headline and visuals compelling.
- The main function of your ad headline (and visual if you have one) is to grab the audience´s attention. If it fails to do this, your ad may not have a second chance. (Research into the readership of consumer print ads indicates that on average you have about four seconds to accomplish this.)
Step 6
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- Let your prospect’s attention focus on your product; not on the message.
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- How often have you come away from an ad remembering everything but the product?
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- Let your creative skills guide prospects to the product, not distract from it.
- Be compelling, clear, concise, credible and consistent (4C´s)
Step 7
- Review your final concept: does your product perception match that of your consumer? Is the ad achieving its intended purpose?
Mosquito Travel Agents
Project members: Nicole Chechmann, Vivan Muñoz, Manuel de Juan, Erik SIlverman, Jacobo Naranjo
Les Roches Marbella in One Word
Project members: Omar Alshahadat, Veronika Blanar, Marta Klopot, and Juliette Van Eesbeeck.
Read this article in Spanish here.
