Implementing Co-Branding to Offer Unique Guest Experiences

Are you a hotel professional willing to increase your brand remembrance? You might be interested in implementing innovative strategies to enhance your company’s reputation and win in the dense and competitive hotel market. If so, you should investigate the option of co-branding as it can really help to strengthen your brand and differentiate in the market. As today’s guests have higher expectations in term of experience quality, hotels have implemented this strategy to offer unique services to their guests. If you want to follow the innovation pace in the hotel marketing industry, you should consider co-branding as it is a valuable business solution in today’s corporate world.

Definition of Co-Branding

Co-branding is a marketing technique in which two or more organizations partner to mutually promote their products or services. Hotels have been implementing this strategy to join their strengths with the ones of other companies and offer premium services. Co-branding has been used in numerous organizations across industries to create marketing synergy. In fact, it is an innovative strategy that allows to create offerings that stand out and increase brands appeals.

Benefits of Co-Branding in the Hotel Industry

Co-branding has proved to be an effective strategy allowing to share a loyal clientele base and boost brand familiarity. Furthermore, co-branding engages in a win-win situation for the companies collaborating as the marketing and advertising expenses are shared.

According to the organization HospitalityNet, there are several advantages of forming such an alliance which are:

  • Offering unique values to the guests
  • Gaining a wider customer’s base
  • Building strong customer’s relationships
  • Improving brand’s images
  • Enhancing hotel’s brands credibility
  • Highlighting each other’s assets
  • Strengthening the property’s operations
  • Increasing the market share
  • Reinforcing your market’s position
  • Boosting the financial performances

Selecting the Right Organization to Partner With

You can partner with companies of similar or different sizes as long as your marketing strategies are going towards the same direction and the products or services can complement each other. First, it is important to carefully research the positioning strategies of the organizations you are considering. In addition, you should discuss your company’s goals and objectives to see if you align with each other. This will help you assess if you can jointly enhance your marketing. In sum, a feasibility study is a must before negotiating a contract and creating a partnership.

Examples of Co-Branding Partnerships in the Hotel Industry

Several hotel chains have partnered with organizations from both related and unrelated industries to enhance their guest’s experience. For instance, the hotel chains Econo Lodge and Choice Hotels have partnered with Procter and Gamble to promote Mr. Clean for the room’s cleaning.

As a hotel’s cleanliness is an important determinant for booking choices, it has enabled these hotel corporations to reinforce their brand’s value proposition.

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One of the largest hotel companies in the world Hilton has offered the Hilton CleanStay program during the pandemic. The organization understood how guest’s expectations have changed as far as concern disinfection and cleanliness. As a result, Hilton has created a co-branding partnership with the hygiene-leading corporation Reckitt owning Lysol and Dettol products to offer an exceptionally clean environment to its guests.

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Marriott International is also an example of company that has implemented co-branding strategies to improve its service operations. According to the executive chairman of the company Bill Marriott, the organization has chosen to partner with Starbucks that has a similar company’s culture especially in terms of commitment for excellent customer service. It has also enabled enhance its corporate image as the coffee company is recognized for its community engagement and social responsibility dedication.

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To conclude, co-branding has been a very famous strategy used by hotel corporations looking to reinforce their images by blending brand’s resources. This tactic has allowed hotel organizations to combine each other strengths and enhance customer’s experience. As you might be looking to bring a sense of added value to your guests, co-branding can definitely achieve this objective. When finding the right companies to cooperate with and using effective integrated communication strategies, you will be able to increase your customer’s reach. As a result, you will considerably boost your booking conversions and property’s sales.

Building Brand Familiarity to Boost your Hotel Occupancy

Are you a hotel professional willing to have your target audience looking at your brand more favorably? Then, you have to think about developing marketing strategies aiming at having your potential customers repeatedly exposed to your brand so they develop a special affinity with your property. As people are more attracted by the known than the unknown, they will likely choose to book a stay at your hotel as they will unconsciously think it is the safest option. Building your brand’s familiarity will allow your hotel to direct the attention of your prospect guests towards your property rather than the one of the competitors. Be ready to gain a competitive advantage through developing a strong brand familiarity for your organization.

What is Familiarity Principle and How is it Defined in the Marketing Context?

The familiarity principle can be explained by the tendency of people to develop preference for anything they have repeated exposure to. In other words, humans are inclined to perceive in a better way what they recognize. In the marketing framework, people are likely attracted to a brand that they already know as it reduces risks and uncertainty in their minds. As a result, leveraging your hotel brand familiarity will highly contribute in the success of your marketing efforts.

How to Proceed to Develop your Hotel’s Brand Familiarity?

Brand familiarity can be furthered through having cohesive messaging across the various communication channels you use. As you will consistently repeat your value proposition in numerous promotional campaigns, your target audience will become more and more familiar with who you are as a hotel. The key is to create a simple, clear and powerful storytelling that is likely to be remembered by your potential guests. As you manage to favor repeated exposures of your brand among your customers, they will be inclined to your offer and will be tempted to book a stay at your property.

Retargeting – An Example of Technique Used to Grow Brand Familiarity

According to the marketing organization Mailchimp (Links to an external site.), retargeting is a famous digital marketing method aiming at reminding website users of certain products or services they demonstrated interest in when visiting a particular site. Those advertising campaigns usually appear in other websites with relevant text or visual ads that could be created through different platforms such as Google ads, Facebook ads or Linkedin ads. Below is an example of a hotel retargeting campaign:

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Retargeting has proved to be an efficient marketing technique to strengthen ties with customers and make brands resonate in people’s mind. Advertising your property through retargeting is a powerful way for your audience to build a positive association with your hotel brand. As a result, this method can allow your potential guests to have unique feelings of trust and recognition towards your hotel. Thus, this increases the chances of booking conversions as people will likely appreciate your brand more than ever and support your business.

To sum up, people will always have a preference on what is familiar to them. That is the reason why it is essential for you as a hotelier to start thinking about building brand familiarity. Indeed, people would rather stay at a hotel with which they already had some types of interactions with. People are likely relying on previous experience with a particular hotel brand before proceeding with a booking purchase decision. As you will allow steady exposures of your messaging to your target market, it will be on people’s top of mind when they are thinking about booking a hotel stay. It is time to think about the best strategies you could implement like retargeting to achieve the highest level of brand familiarity and boost your hotel room’s occupancy. Remember that it pays to be familiar!

Applying Neuromarketing Techniques to Revolutionize your Hotel Strategies

Are you a hotelier looking for innovative techniques with your team in your marketing department? Then, you should consider implementing neuromarketing which is an emerging method in the business world. Numerous renowned hotel groups around the world are using neuromarketing such as Accor Hotels to offer unique experience to its guests. Through human intelligence evaluation, neuromarketing in the hotel industry can allow to analyze the decision-making drivers during booking processes. If you are looking to improve your hotel marketing and operations, neuromarketing is an effective business solution that can help you understand better the tourist mind stimuli.

How is Neuromarketing Defined?

Also called consumer neuroscience, neuromarketing is the study of the human brain in relation with consumer behavior. As this technique can reveal a lot about consumer decision making processes, it has proved to be a revolutionary business method for marketers. According to Harvard Business Review, the neural and physiological signals measured by state-of-the-art neuromarketing technologies offer insights about preferences and motivations of customers.  Applied to the hotel industry, neuromarketing allows to assess the unconscious drivers in terms of hotel and booking choices among tourists. As a result, marketers are able to optimize their strategies to be more appealing to their audience and driving conversions.

Below is a chart illustrating the neuromarketing process guiding business decisions and enticing customer’s purchases:

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Different Neuromarketing Measures Revealing Insights to the Hotel Industry

There are different elements to measure human signals used for neuromarketing purposes such as facial expression, eye movements, skin reactions, blood pressure and heart rate to assess unconscious customer’s responses to specific stimuli. Hector De Castro, founder of the EcoHotelProjects and HotelNeuromarketinglists those different signals measured when working on neuromarketing projects which are listed below:

  • fMRI (Functional Magnetic Resonance Imaging)
  • EEG (Electroencephalography), SST (Steady State Topography)
  • MEG (Magneto Encephalography)
  • Respiratory Rate
  • Heart Rate
  • Galvanic Skin Response or Skin Conductance
  • Eye Tracking Method.

The organization Neurology Insights quotes the following example of a signal measured revealing a particular tourist’s reponse: “an increase in theta waves in the frontal lobe usually means heightened engagement with ethical messaging”. This for instance can show marketers that initiatives to protect the environment such as the reuse of towels are valued by a particular guest.

In sum, thanks to these measures, marketers are able to assess the traveler’s brain activity when experiencing your property and being exposed to your hotel advertising and promotional campaigns. Through a good understanding of these stimuli based on experiments, you will be better at anticipating your guest’s needs. This will then allow you to exceed your customer’s expectations through delivering delightful moments before, during and after their stays.

Once you begin to apply this futuristic strategy in the marketing field, you will be surprised how you will enhance your hotel brand and customer lifetime value. As a result, you will be able to achieve the greatest business performance and reach the highest RevPar (Revenues per Available Rooms) at your property.  There are so many neuromarketing consulting firms you can partner with, but experts recommend to make enough research before selecting a company that has tracked records of success in this matter. Once you find the right company to work on insightful neuromarketing projects, be ready to become a fortunate hotel professional making a strong impact at your property!


Marriott International – A Leading Example of Hotel Corporation that has Revolutionized the Customer Loyalty Strategies in the Industry

Marriott International (Links to an external site.) is one of the largest hotel corporations in the industry with a portfolio of 30 brands and more than 7000 properties located in 131 countries around the world. Since its foundation, the organization has strived to be an exemplary model in customer loyalty strategies. Indeed, significant innovation in terms of customer experience has been one of the main reasons this hotel parent company has led the industry. If you are a hotelier looking to increase your customer’s loyalty, then Marriott could be a source of inspiration to offer seamless experience to your guests enticing them to stay again at your property. Customer’s delight and personalization have been at the center of Marriott strategies which have proved to be the key to the company’s success.

What is Customer Loyalty in the Hotel Industry?

Customer loyalty can be measured by how likely your guests will repeat business at your hotel and the reasons behind the decision of staying at your property again over time. According to the hotel sales and marketing organization CVENT (Links to an external site.), it is the result of superior service making guests trusting the brand and encouraging them to become loyal. Indeed, CVENT lists the different ways guest’s loyalty can be gained which are exceeding guest’s expectations, offering unique and personalized experience, understanding guest’s needs and wants, showing care to guest’s feedbacks, demonstrating dedication to service improvement and developing strong and long-lasting ties with frequent travelers. Customer’s loyalty strategies have evolved over the generation in the hotel industry especially with new technologies enabling the use of valuable guest’s data.

How Marriott Has Inspired the Hotel Industry with its Innovative Customer Loyalty Strategies

This company has thought beyond providing comfortable rooms and beautiful hotel lobbies to improve their guest’s satisfaction and loyalty. Furthermore, Marriott has gone above offering simple loyalty programs to its members that offer upgrades and discounts by redeeming points. Indeed, the organization has implemented ingenious plans to attract repeat guests to its numerous properties across the globe. Here are some strategies that Marriott uses to attract frequent guests and increase their lifetime values according to the organization Sharpen specialized in customer satisfaction:

Personalized Guest’s Interaction: Marriott has offered the possibility to its guests to interact with its property’s operators before, during and after their stay to better understand and satisfy their needs. Through digital platforms, the organization has allowed digital interaction with its guests to customize their stays. The company has also partnered with organizations like Salesforce (Links to an external site.) to offer frictionless and seamless experience to its guest by having a comprehensive view of their profiles. The technology offered by Salesforce allows employees to communicate with guests doing special requests from any channel (website, mobile apps, etc). For example, via live chat, a guest can ask for special types of pillows and dry-cleaning service even months or weeks in advance. Indeed, the company has seen the willingness of its guests to share information which can allow to anticipate needs and significantly improve guest’s experience. As a result, the organization has been successful at strengthening relationships with its guests who look forward to their next visit.

Offering data-driven experience: Marriott has used state-of-the-art technologies allowing to collect valuable information about its guests and offer data driven experience. As the company is focused on having a clear understanding of its customers, hotel administrators are able to offer the most personalized experience to its guests. As a result of informing business decisions through the wide use of people’s data, Marriott is able to better meet guest’s expectations and drive customer’s loyalty.

Making employees happy to make customers happy: Marriott has focused its efforts on taking good care of their employees so they are motivated to take good care of its guests. Showing care to its employees has been at the heart of the organization success in terms of customer’s loyalty. The Executive Vice-President of the corporation, David Rodriguez (Links to an external site.) said that putting people first which is the first core value of the company has pushed its workers to achieve their outmost performance. As a result, caring about their employee’s well-being has been key to have engaged workers motivated to provide excellent customer service experience. As a result, Marriott has been able to retain a talent poll dedicated to make guests satisfied and loyal to the brand.

In sum, Marriott has understood how cheaper it is to attract loyal customers than new ones. The organization has been successful as its operators are not focused on offering a single good hotel experience but rather encouraging their guests to continue have Marriott as first choice for future stays. Except from having a successful loyalty program, the company has taken innovative initiatives to retain its guests through customer’s care. Start applying Marriott methods based on customer care and delight, and you will see how your customer’s loyalty will significantly increase at your property!







Achieving Brand Resonance among your Hotel Guests

Are you willing to develop a strong brand and make sure to connect with your guests on a very deep level? Then, you should think about the brand resonance model that was designed by the scholar Keller and build your strategies in a way your customers reach the last phase of the pyramid so-called Resonance. This brand resonance model is widely used in the business world to form powerful branding.

What is Brand Resonance?

Brand resonance is achieved when your hotel brand resonates in your guest’s mind. The goal is to make your guests build intense ties with your brand so they highly relate to it and establish trust. As a hotelier, you want to create a brand that will make your guests feel good, loved, happy, comfortable so they are willing to stay at your property over and over again. This concept is well illustrated by the model created by the Marketing professor Keller who designed 6 brand building blocks leading to the path of resonance.

Below are the different stages of the Brand Resonance Model explained:

Salience: As a hotelier, it is important to design strategies, so your brand is easily identifiable and recognized. In order to make your brand relevant to your audience, it is important to know well your target market and determine your brand identity. The goal is to be in your customer’s top of mind and achieve deep brand awareness.

Performance: In order to determine the performance of your brand, you have to think whether it meets your guest’s functional needs. The elements that you can assess here are the quality of your service, style and design, price, efficiency, reliability, etc. As a hotelier, an important aspect of your brand performance you can evaluate is your guest’s experience.

Imagery: At this stage, you must have a clear idea about how you want your property to appear in your customer’s mind. It has to do with your guest’s psychology and how they relate to your brand as far as concern their social needs. Once you understand better your brand meaning and points of parity and difference with regards to your competitors, you will most likely be able to satisfy your guest’s requirements.

Judgments: As it is critical to have guests build positive judgements towards your hotel, you must assess your brand with regards to its quality, considerations, superiority and credibility. You have to design strategies leading to have your guests have favorable opinions about your service.

Feelings: When building your brand, you want to make sure your customers have positive reactions and emotional response towards it. The more intense and positive those feelings are among your guests, the better it is for your brand image. You may want to develop a hotel brand that bring these following feelings to your guests for instance: joy, warmth, fun, happiness, excitement, security, etc. Your advertising campaigns should be designed in a way to create strong emotional connections with your guests to favor this stage of the model.

Brand Resonance: Resonance is the ultimate goal that every marketers try to reach. It defined by how well synchronized your guests are with your hotel brand. The more your guests identify with your brand, the strongest is your brand resonance. It determines the nature and level of the relationship your customers have with your brand. It can be measured by your customer’s loyalty, attachment, community and engagement. To achieve this objective, you have to make sure your staff is well-trained to build solid ties with your guests who would be looking forward to their next visit. By offering unique experience to your customers, you will be able to resonate in themselves. This will allow you to attract repeat guests and strengthen your brand equity.

Below is an example of a brand resonance model applied to one of the most famous hotel chains in the world, InterContinental Hotel according to the marketing professional Ji Sang HYEON:

Once you will be able to achieve your guest brand’s resonance, you will create profound ties with them. As a result, they are most likely incorporating your brand to their lives. If you are willing to have your guests continue choosing your hotel and reach a significant brand equity, this model is key to develop resonance among your customers. In sum, true brand resonance means important customer engagement and loyalty, and this signifies higher profitability to your company. As you are ready to make your organization achieve the greatest financial performance, rethink your branding strategies through the brand resonance model to attain the highest customer lifetime value ever recorded in your hotel organization.



Thinking AIDA model to Create Mind-Blowing Advertising Campaigns in the Food and Beverage Industry

Are you a working professional thinking about launching memorable marketing campaigns for your restaurant? You might be thinking about the model you should follow to create powerful promotional material. When you start using the AIDA model, you will be surprised how good you will be at creating effective advertising campaigns that will be remembered by your target audience. Indeed, AIDA framework is very popular among advertisers in all types of businesses including in the food and beverage industry. Through thinking about the different steps of this model to design advertisements, marketers have the ability to make their offers look more appealing than ever.

How is AIDA model defined?

AIDA is a widely used model in nowaday’s advertising world. It can be defined by the different steps consumers are going through when being exposed to a promotional campaign. According to Elias Lewis (Links to an external site.) who is the first designer of this model in the late 1800s, the goal of any advertising is to be convincing enough for consumers to move forward with a purchase. Indeed, it has to first catch people’s attention before driving their interest, bringing desire to stimulate the action of buying the product or service promoted. Indeed, attention, interest, desire and action are the four stages of the buyer’s journey proposed by the AIDA model.

Below are the different steps defined:

Attention: It is how advertisers grab the attention of the customers at first sight.

Interest: At this stage, advertisers are stimulating the interest of the viewers in a way to make their consumers consider their brands.

Desire: Through unique offers, advertisers are making their customers desire their products or services.

 Action: This is the ultimate goal of the advertiser trying to persuade their customers to take action and proceed with a purchase.

An article written by the marketing organization Hubspot mentions Lewis (Links to an external site.) formula which shows how the different phases of the model are related to each other:

“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

How is the AIDA model used to create astonishing advertising in the food and beverage industry?

In the restaurant business, photoshoots have been essential to promote food and beverage offered. Thinking about AIDA model has allowed advertisers to innovate to create appealing promotions. While capturing camera shots, marketers have worked on gabbing their audience attention, interest and desire through ensuring unique look of the food they are photographing. Indeed, they are making sure the food appears delicious through attractive colors, size, textures, etc.

Examples of Innovative Strategies used During Food Photoshootings for Advertising Campaigns

Here are tricks used by marketers to manipulate photos according to a video posted by the organization TopTrending (Links to an external site.)mentioning how the shootings are a long process to make the food look perfect on the ads. This video shows examples of ingredients and products that advertisers use to make food appear attractive on camera.


Advertisers are making their food looks steamy on camera through the use of cotton. In fact, they place cotton inside and around the food so there is an effect of steam appearing. This likely attract customers desiring a hot delicious dish.

Mashed Potatoes:

Mashed potatoes are used to make the volume of the food looks bigger. It is usually utilized to fill meat and roast chicken on the inside. As consumers have the tendency to associate food of big size with being appetizing, they can easily be captivated by this effect and likely build desire towards it. Ice cream is another example of food in which mashed potatoes is used to make it look exquisite. Indeed, it is difficult to capture shots of ice cream as it is quickly melting. As a result, painted mashed potatoes is used to make perfectly shaped and colored ice balls. As viewers will see those nice-looking tasty ice creams, it is likely enticing people to buy them.


Glue is used to replace milk to retain its white and thick appearance on camera. Glue is commonly poured in thick layers to enhance the look of the cereals mixed with milk. Indeed, cereals do not sink and stay hard and dry inside of glue. Thus, the cereals looks even more beautiful and delectable with this effect which would likely catch the attention of people craving for a bowl of cereal.

Shoe Polish:

Advertisers are making steak appear grilled at perfection through looking juicy and pinky. The grilled marks are enhanced thanks to shoe polish. Hair color sprays are also used to paint chicken in golden brown so it appears beautifully roasted. This makes customers exposed to the advertisement tempted to try such stunning marvelously cooked steak and chicken.

Shaving Creams:

As whipped cream usually melts in seconds, shaving creams is used to replace it on photoshoots as it holds up for a longer time. Indeed, shaving creams does not melt and is easy to shape to make it look like a perfectly crafted whip cream likely attracting viewers.

Wax and Deodorant:  

Wax and deodorant are used to make fruits look very shiny. As a result, people are likely associating this effect with naturalness which appeals to consumers looking for fresh fruits. Wax is also used to add consistency to sauces as they appear watery and thin on camera. Indeed, advertisers have used colorful wax to make the sauces appear with robust consistency which strengthen its flavorsomeness in the eye of the customers who would likely build desire towards it.


Cardboards have been used by marketers to enhance the look of burgers and cakes for instance. Indeed, cardboards are used to design perfectly even layered and uniformed cakes and burgers to make it look irresistible to people watching the ads.

Motor Oil:

As syrup is easily absorbed by pancakes, advertisers have used 10W30 car engine oils to enhance the effect of maple syrup pouring on pancakes. Indeed, car oil does not melt and with its thick consistency, the pancakes with maple syrup look even more succulent to the audience.

In a world in which advertising is becoming more and more competitive, following the AIDA model is necessary to create high quality promotional campaigns and distinguish in the market. In the digital age, AIDA model has been the basis of marketing strategies and is essential to consider if you are willing to generate business to your restaurant through your advertisements. Thinking about AIDA model has allowed marketers to innovate to grab people’s attention and stirring up their interest and desire so they purchase their products. As seen previously, the food and beverage industry is a perfect example in which businesses have come up with mind-blowing campaigns following AIDA model. If you are a restaurant operator, definitely consider the tips listed in this article that advertisers use to make your food look more appealing. You will be astonished how you will be able to create a strong impact with your advertising in the eye of your customers!


“Wowing” your Hotel Guests with Experiential Marketing

Are you a hotelier willing to immerse your hotel guests in your brand experience and offer them unique and delightful moments? Then, consider implementing experiential marketing that will allow you to go above and beyond your guest’s expectations during unforgettable stays. As for different industries, experiential marketing has become very popular in hotels willing to capture their customer’s imagination to another level. Through these marketing initiatives, hotels can significantly captivate and surprise their guests who leave with long-lasting memories. Through sophistication and creativity allowed by these marketing techniques in this new era, hotel marketers can highly attract people’s attention especially through social media. If you are looking to increase your potential customer’s reach and your booking conversions, you should definitely implement this innovative strategy.

How is Experiential Marketing Defined in the Hotel Industry?

Also called engagement marketing, experiential marketing is a technique aiming at creating unique experience between your guests and hotel’s brand. This marketing strategy allows you to develop strong ties with your customers by offering them memorable experiences. Indeed, the brand is brought to live through an activation such as events, service sampling, etc in which you can directly interact with the guests. Experiential marketing can allow your guests to be able to better understand your brand’s purpose. As your guests will live experience they will remember, it can help you to create the “buzz” and increase your brand’s social sharing.

Experiential Marketing Initiatives Examples in Hotels

 Sensory Experiences

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Many Hotels have allowed their guests to experience their brands through scents, textures, sounds, etc. For example, St. Regis hotel chain is infusing a modern scent in its different properties around the world resorts. This fragrance containing the rarest ingredients is reminding of the luxury environment transporting guests in the most intimate experience during their hotel stays.

Sharable Experience

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Sharable Experiences have also been very popular among hotels implementing experiential marketing strategies. An oceanfront resort in California named Tarranea Resort has offered the possibility to its guests to tour guide with its Lexus cars available on-site. In fact, guests can enjoy the scenery while driving GPS pre-loaded cars with already set itineraries suggested by the concierge team at the hotel.

Virtual Reality Experience

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Virtual Reality represents the future in hotel’s experiential marketing strategies. Indeed, many hotels have used the latest technologies to attract guests to stay at their properties. For example, Marriott International has offered the ability to potential guests to visit its different locations and properties thanks to virtual reality. In this way, guests are able to develop a strong connection with the brand even before arriving at the hotel.

Events Marketing

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Hotels also organize events so people better assimilate brand’s storytelling. An example of a hotel that often host events to connect with its guests is the Betsy Hotel in Miami Beach. Indeed, this boutique hotel is known for its unique brand personality focusing on art and culture. The hotel has invited authors and artists to showcase their work. Thanks to these events, The Betsy is successful at reinforcing its brand identity and create stronger ties with its audience highly interested by arts and culture.

When you will start implementing this innovative marketing technique, you will see how successful you will be at attracting repeat guests. As you will be catching people’s attention through your marketing strategies, you will urge so many at booking stays at your property. As travelers nowadays especially millennials are looking to live unique experience during their getaway moments, this technique must be part of your strategic plans. As the experiences you will offer be talked about, it will favor mass brand exposures in this age of social sharing. As you are probably willing to generate more revenues for your company, start using your team’s innovative minds to come up with the most sophisticated experiential marketing initiatives!


Consumer Decision Making Process in the Mobile Phone Industry

The smartphone market has experienced drastic advancements as consumer needs and wants have been evolving with all the significant innovation particularly happening in this industry. In this new era, mobile phones have been the most important technology adopted in households. Smartphones have become an important component of people’s daily lives in terms of communication. In this highly competitive industry, manufacturers have to strive to design state-of-the-art mobile phones containing the most advanced features to be able to stand out and capture higher market shares. As the competition is wide, organization have to make sure to communicate well the elements making their products distinguish from the market. As a marketing professional, it is important to be familiar with the consumer decision making process. In this way, you will facilitate the marketing funnel when selling your phones.

How is the Consumer Decision Making Process Defined?

The consumer decision making process can be defined by the different stages people have to go through before deciding to purchase a product or service. In order to attract more customers and maximize your organization’s profits, it is crucial to have a good understanding of every single step of this process and not only the sale stage. Indeed, many different factors determine the consumer’s behavior before they move forward with a purchase. Below are the different steps of the consumer decision making process illustrated and the explanation of each stage:

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Need Recognition: This is when a consumer realizes that there is a need requiring a solution.

Information search: At this stage, people are looking for what really fit their needs. Consumers here are looking for information about the different competitor’s offers.

Evaluation of Alternatives: After the consumers pursued research about the products or services that can help them solve their problem, they assess the different options and think about what is best for them.

Purchase Decision: After consumers pursued several research about what is existing in the market, they finally come up with their last decision and proceed with the purchase.

 Post-Purchase Evaluation: At this stage, the consumer analyzes the purchase decision and determine how delighted he/she is after buying the product or service.

Consumer Decision Process Insight in the Phone Industry

As the mobile phone industry is constantly innovating, people usually feel the need of changing their phones as theirs become quickly outdated compared to what is existent in the market.

According to the organization Virtuosity specialized in technology solutions (Links to an external site.), many people nowadays feel the need of buying the newest for a status symbol purpose and feel the sense of belonging to a society highly attracted by novelty nowadays. As a result, social influence has been at the center of marketing communications for smartphone companies.

Besides, a study conducted by Mesay Sata (Links to an external site.) found the different elements that consumers are mainly looking before taking the decision to buy a smartphone. Those are the determinant factors influencing the consumer decision making process according to this research: social factors, price, features, brand name, durability and after sales customer service.

As the smartphone market is huge and offers so many alternatives in terms of products offering, consumers are likely looking for a device that has the greatest value for the money they will pay. Indeed, the same research mentioned previously states how price is a main consideration when deciding to purchase a mobile phone. As a marketer, it is very important to distinguish in terms of price-quality benefits of the smartphones you are selling to attract customers in this very dense market.

Furthermore, features have been found to be one of the most important elements that people research when looking for different options according to several research. It is crucial for marketing professionals to focus on communicating the technological characteristics making their smartphones unique. In fact, in the information search stage, people are mainly comparing the different features that several phones offer before deciding which one best fit their needs. As a marketer, make sure to promote and describe well the features of your phones whether it is the screen, camera, bluetooth, battery, speaker etc which are the top-ranked features customers are looking for when searching different alternatives according to the technology organization Engadget. (Links to an external site.)

In this highly competitive market, it is important to develop a powerful branding. In fact, people are significantly looking for smartphones of high quality that have a strong brand reputation. Therefore, having an effective branding strategy is a must as people are likely moving forward with a purchase when the brand is known especially in this industry.

In order to favor a positive post-purchase evaluation, it is important to consider to communicate well the customer service that you have available after the purchase. Knowing that there is an existing customer support will likely reassure consumers at the time of the purchase who will likely have a positive assessment of your brand.

Now that you know the different stages of the consumer decision process, rethink your marketing strategies based on the tips suggested previously. You will be surprised how your understanding of this process will help you develop effective plans to attract more customers and convince them in taking actions by purchasing the smartphones offered by your company. As you will be thinking about the different stages while designing your promotional activities, you will be able to better reach your audience and converting them into valuable customers. As you have a good understanding of this process, you will be a more successful and result-oriented marketer significantly maximizing profit of your company.