A proud claim to marketing fame for Canadians has always been Marshall McLuhan's 1964 aphorism, "The medium is the message." Pithy, famous, bold, and now it is wrong. While elements of this statement are still true, they are rapidly waning. This claim requires a pinch of backstory. In the era when McLuhan made this statement, the number of mediums was much smaller. Roughly speaking, you could choose from: radio, movies, television, magazines, newspapers, catalogues, direct mail and billboards. With so few options, each dominated a specific communications niche which bestowed the message with certain presupposed characteristics. For example, if your product appeared on TV, by virtue of the fact that advertising time was limited, and thus very expensive, on this medium, it qualified your message and gave it a certain air of significance. The same bestowals cannot be made for today's media market because of how many different mediums there are. You want TV? Well, you have to choose between broadcast, cable, satellite and now all the subscription-based usurpers like Netflix. What about radio? AM and FM are still around while satellite and internet channels grow in strides. Print media may be dying off, but most savvy organizations that operated in this space has already shifted their resources to websites as well as company-directed blogs and social media accounts. At the present, we live in an era without limits. In the 1960s, television exuded exclusivity because there were so few actual channels. Now there are so many for a consumer to select that a product appearing on one will not have the same impact. Sure, the medium still qualifies and categories the message to some degree, but the reverse is probably more so true: the message determines the medium. If you have an important message that can stated in 120 characters, post it to Twitter and your Facebook fan page. Need an additional 800 words to substantiate your point? Post it to the corporate blog or mark it up like you would a press release, and then link to it on your social networks. Theoretical argument is all well and good, but marketing is all about the application of these principles. Knowing that the medium is no longer the message means that in order for your consumer communications to be successful, there must be a renewed emphasis on the message itself. For instance, suppose you decide to start a newspaper advertising campaign. It doesn't matter that you are pursuing print; the only way this campaign will be impactful is if the advertising message and design are verifiably catchy. Moving on to social media, perhaps you can see why it's so critical to understand why message quality is the new norm. In the past year, marketers the world over have touted that hoteliers must engage customers on new facets like Instagram, Pinterest and Snapchat. I agree that you should, but only if you have a message worthy of communicating. If you look behind any of the recent hotel success stories involving these novel social networks, you'll undoubtedly find a central idea that would appeal to consumers regardless of the chosen medium. My advice for you is to think long and hard about the content of your message as well as how memorable and interactive it is. To be brusque, you won't garner a noteworthy rep from foodies online if your menu doesn't dazzle and you won't excel on an image-centric network without stellar photography of meaningful objects or evocative places. Once you have honed the concept, only then should you think about the dissemination strategy. Mr. McLuhan, your contribution to the fields of philosophy and communication theory cannot be understated. I commend you for all that you did to advance our knowledge in these areas. But just as Einstein rewrote Newtonian physics, so too must your claim to fame be revised for the 21st century. (Article published by Larry Mogelonsky in eHotelier on March 4, 2013)

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Recently, I was approached by general manager with a highly irregular issue concerning his hotel’s listing on TripAdvisor. That man is Mark Sample, and his property is the Ocean Sands Beach Inn in St. Augustine, Florida. The problem arose when TripAdvisor changed his hotel location to Vilano Beach, a small, unincorporated community just north of downtown St. Augustine. Although the property held a foremost rank in its new locale, 900 (cumulative) unique searches for Vilano Beach is a tad less than the 41,900 metric for St. Augustine. The review site’s listed zip code for the property placed it more than 20 miles (32 km) away from the actual location, and Sample was getting complaints from guests who attempted to use this misleading zip code on their GPS devices. The obvious solution was to contact a senior rep at the aforementioned review site and have the change reverted. That wasn’t so simple, apparently. Sample reached out over the phone and via email with lackluster results. Finally, through the grapevine that is LinkedIn, he was able to directly pass the word along to Stephen Kaufer, the very approachable CEO of TripAdvisor. This time, the response was immediate. Kaufer rectified the problem within hours of receiving Sample’s plea. He explained the organization was having problems with its new email system. A slew of TripAdvisor VPs then emailed Sample, apologizing for the damaging error. Other Vilano Beach properties also were promptly added back to the St. Augustine group, bringing the set from 58 properties up to 73. While this means that the Ocean Sands doesn’t rank quite as high, the hotel is being listed where customers are looking, which is what’s most important. All this was fixed prior to heading into high season, undoubtedly mitigating severe losses for the properties. There are several things to take away from this story. First, TripAdvisor is a company owned and operated by humans. They have noble intentions — safeguarding travelers from bad guest service — but occasionally they make mistakes. As the preeminent third-party review site, it’s TripAdvisor’s duty to be fair to travelers as well as to hotels. The company is undergoing some very drastic growing pains right now, but it also understands the notion of great power coming with great responsibility. Even behind the miles of accumulating red tape, they still care. This is a positive example of top-down management support. On the flip side, it’s every hotel’s job to take actions that will mitigate any losses incurred by a TripAdvisor slip-up. To start, make sure all your other “credible” address sources (Google Maps, Yahoo, LinkedIn, brand.com and so on) are consistent in their display of the proper location. This is especially true for your brand.com, where the address should be spilled out in big, bold letters. Beyond that, keep records of your attempts to contact TripAdvisor personnel, and if the problem persists, don’t hesitate to take it to the top! (Article published by Larry Mogelonsky in HOTELSmag on February 25, 2013)

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A ways back, I shared my thoughts on the then-new smartphone app HotelTonight, which allowed users to make quick, same-day bookings at properties in whatever city they were presently located. I argued that even though this app pandered to the OTA crowd, it was not a proponent for guestroom commoditization. Whatever your stance on the issue, what’s most important is for you to recognize that these apps are coming, and sooner or later, there will be one that will be adopted by a widespread user base. YPlan is another entrant in this space for you to consider. It works very similarly to HotelTonight except that it deals in events instead of rooms. Why plan for tonight when you have an app like YPlan that tells you everything that’s going on in your city so you can choose the events you want on the go? Currently the app is only operational in London and New York City, but rapid expansion is almost an inevitability once you throw a little venture capital on the fire. But why care about YPlan? Sure, HotelTonight has a direct impact on the hospitality industry, but YPlan’s is a tad more peripheral. After all, most of the featured events are musicals, dances, concerts and all manner of functions most likely not to transpire at a hotel. Take a closer look, though, and you might see the impact on us is direct. The Millennials are the fastest-growing demographic, and they are also the most likely group to use such an app. A decade earlier, young guests eager to check out the town might approach the front desk or concierge and ask, “Where’s good tonight? Any events worth checking out?” Now it appears their smartphones perform this task for us while we lose a chance to demonstrate our guest service value. Hotels need every possible opportunity to augment a guest’s onsite experience if they are to make a good impression and ultimately garner positive word of mouth and return visits. Along with popular restaurant and tourism apps like Yelp, Urbanspoon and TripAdvisor, YPlan is yet another antagonist to the concierge’s value-add. But what YPlan cannot yet replicate is the expert, inside proficiency of a local, and this is where your front-desk clerks and concierge team must shine if they wish to outdo such emergent apps. Think of it as an arms race. The more plentiful and versatile these apps become, the more knowledgeable, tech-savvy, personable and fast your concierge staff must be. And it’s this last characteristic I want to elaborate on — speed. As of now, YPlan only lets its users personalize their list of prospective events based on nine criteria: comedy, culture, film, F&B, music, nightlife, performance, sports and theatre. Definitely robust enough to find satisfactory entertainment, but even after you refine your query from these categories, it’s still only a launch pad for further research. For example, searching for only “nightlife” may filter out many unwanted entertainment options, but it still leaves much to be desired. Where the concierge of the future will be valuable is in saving guests time that would otherwise be spent navigating dozens of websites. Your concierge or front-desk team might even consider using YPlan as their launch pad for more in-depth research so they are better prepared to quickly handle guest requests. Moreover, an affable concierge can give the personal guarantee of a well-traversed local — something the Internet does to a degree, but there are so many disparate options on these travel websites that they may bewilder a visitor rather than reassure. Lastly, as Millennials will soon be the dominant force in hospitality bookings, you simply must have frontline staffers who understand this generation’s quirks. Retraining on this topic is a necessity. YPlan is but one more contestant in this service evolution — not the first and definitely not the last — so the best way to prevent your team from becoming obsolete is to continually stay one step ahead. (Article published by Larry Mogelonsky in HOTELSmag on February 21, 2013)

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VISIT FLORIDA® and Partners proudly hosted a lively media cocktail event entitled ‘SUNsets and Surprises: Expect the Unexpected’ on February 27th, 2014 at Hôtel Le Gemain in Calgary, Alberta. 26+ media, Partners and guests from WestJet attended for a total of 37 attendees who sipped, mingled and savoured our signature Floridian beverage – “Kiss of SUNshine” and Floridian inspired with a western touch epicurean delights at Hôtel Le Gemain, while the cocktail unfolded. Tracy Vaughan – Director for International Sales and Marketing, VISIT FLORIDA was on hand to welcome guests. Lily Etemadi - Marketing and Event Planner VISIT FLORIDA coordinated the media reception with the VISIT FLORIDA Canada’s office. 8 Partners were in Calgary for the media event: Discover Daytona Beach Experience Kissimmee Florida Keys and Key West SeaWorld Parks/Busch Gardens/Discover Cove Sonesta ES Suites Orlando Hotel The Beaches of Fort Myers and Sanibel The Walt Disney Company (Canada) Ltd. Visit Sarasota County Partner representatives from Florida were interviewed by Randy Sharman known radio host from Calgary. Media were updated on What’s New in Florida for 2014 and unique story opportunities for Florida.

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Delegates from VISIT FLORIDA (Photo by Caitlin Wickham)   VISIT FLORIDA® and Partners proudly hosted a lively media cocktail event entitled ‘SUNsets and Surprises: Expect the Unexpected’ on February 26th, 2014 at The Windsor Arms Hotel in Toronto. 75+ media, Partners and guests attended for a total of 101 attendees who sipped, mingled and savoured our signature Floridian beverage – “Kiss of Sunshine” and epicurean delights at The Windsor Arms, while the interviews unfolded. Tracy Vaughan – Director for International Sales and Marketing, VISIT FLORIDA was on hand to welcome guests. Lily Etemadi - Marketing and Event Planner VISIT FLORIDA coordinated the media reception with the VISIT FLORIDA Canada’s office. Partners who visited Toronto for the media event were: Discover Daytona Beach Experience Kissimmee Florida’s Space Coast Greater Fort Lauderdale CVB Hayworth Creative (Discover The Palm Beaches, Visit Tampa Bay, Mainsail - Epicurean/Beach Inn, Inn on Fifth, Amelia Island CVB, TradeWinds Island Resorts, Plantation on Crystal River) SeaWorld Parks/Busch Gardens/Discover Cove Sonesta ES Suites Orlando Hotel St. Augustine, Pointe Vedra & The Beaches The Beaches of Fort Myers and Sanibel The Walt Disney Company Visit Orlando Visit Sarasota County Visit St. Petersburg/Clearwater Partner representatives from Florida were interviewed by Dave Lapsley who has spent the last two years travelling the world hosting 'Live Here Buy This' on HGTV Canada. Media were updated on What’s New in Florida for 2014 and unique story opportunities for Florida. The following links to the images from the VISIT FLORIDA media cocktail event: http://www.flickr.com/photos/95738690@N06/

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LMA has updated the Legacy Pork website to promote the upcoming launch of a new product. Legacy Pork has released the Ultimate Pork’n Pull, an oven-ready, pre-spiced pulled pork available in stores this March. Building on our existing Legacy Pork website, LMA has created a new section highlighting this exciting new product, with preparation tips, recipes and information about where to buy it. LMA is proud to be part of the launch of this great new product from Legacy Pork. To browse the new Ultimate Pork’n Pull website click here: http://legacypork.com/pork-n-pull

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LMA is proud to announce that it has launched a brand new website for Chandler’s Restaurant and Lounge. This new design shows off the restaurant’s delicious coastal-inspired cuisine, as well as its inviting atmosphere. The new website was built in WordPress, and is the perfect home for this award-winning California restaurant. Guests can book a table online or keep up to date with the location through the integrated social media. To visit the website, click here: http://chandlerscarlsbad.com/

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Picture this: I’m dining at an upscale restaurant and when the bill arrives, it comes with a branded matchbox for each person at our table. Twenty years ago, this would’ve been nothing out of the ordinary, maybe even a slightly nicer touch over leaving a bowl of matchbooks at the entrance or on the bar. But with the declining number of smokers as well as prohibitive laws against lighting up in public establishments, complimentary matchboxes are now somewhat of a rarity. While I’m not condoning a resurgence of cigarette consumption, from a branding and marketing perspective, perhaps we gave up on the matchbox a little too soon. Or, to be more abstract, we gave up on the idea of the matchbox. Back in the day when smokers were plentiful, matches had far more utility than they do now. They allowed people to consume cigarettes and, therefore, they were lifted from bars, restaurants and hotels by customers with the intent of striking them at a later time. Although lighters better served this purpose, it would be uncharacteristic to refuse handy freebies like these tiny fire sticks. And so, matchboxes and matchbooks were willingly taken, appearing in cars, houses, offices and jacket pockets the world over. What’s significant here is that wherever the matches went, they would carry the branded logo of the establishment that produced them. This means wherever the matches went, they were also cleverly advertising said establishment to the prying eyes of new consumers. Hence, the idea behind the matchbox, as it applies to hotels, is to give a guest something free that has enough utility for them to actually keep it, and then let these customers help with the marketing push. The matchbox is but one application of this concept, and I could have started with pens, T-shirts, hats, fridge magnets, posters, Frisbees or teddy bears. Whichever the vector, the principle remains the same: Get consumers to carry the giveaway home so new people might gain familiarity with the logo on it and perhaps make a quick inquiry about the brand in question. Social proofing In Jonah Berger’s 2013 marketing book “Contagious: Why things catch on” he describes at length the theory of “social proofing.” That is, most people only like things that other people already like. Or, in other words, consumers need proof of a product’s efficacy by witnessing others buying and using it before they will in turn make a purchase. It’s a bit of a Catch-22 and it helps explain why many good products fail to find an audience. A foremost example Jonah Berger cites is Apple. When they launched the iPod, they bundled each player with a pair of white earbuds at a time when most headphones were colored black. By visually standing apart, Apple ensured passersby would note the iPod owner’s atypical white earbuds dangling on the exterior of his or her clothes, thereby “proofing” the iPod itself. Additionally, the radiant Apple logo on the back of every laptop sold is not designed solely for the purchaser’s satisfaction. It is upside-down so that when the computer’s screen is flipped open, other people will see the logo in its proper orientation and know that buying Apple products is socially sanctioned. In this day and age, with its furor of media bombardment and endless distractions for consumers, you must find innovative ways of spreading awareness and making your brand viral. Freebies are one such tactic. Perhaps instead of pondering about mere matchboxes, I should have asked: Where have all the freebies gone that can potentially social proof a given product? The key is good design For the frugal hotelier who keeps a stranglehold on the annual marketing budget, the idea of complimentary trinkets for departing guests might be met with scorn. If the above paragraphs have not been enough to persuade you, there’s an adage I like to apply: Spend a little to make none; spend a lot to make a ton. To expand on this rhyming couplet, many companies have tried giveaways as a marketing vector only to see lackluster results. The two biggest problems with most giveaways are that, first, they have negligible utility which means they won’t be repeatedly used in front of others and, second, they are designed for private use only. Often the most viral freebies are the ones that have a sizeable production cost. Consider a hotel room’s soaps, shampoos, conditioners and all other bathroom consumables. It is a common practice for guests to use these products during their stay, and then put the miniature hygiene bottles in their bags upon checkout. Such products are relatively inexpensive and their “theft” is likely already factored into the average daily rate. As each bottle has the brand’s name and logo on it, a shrewd hotelier might assume they will help spread awareness amongst each guest’s friends. But this is not the case as hygiene products will be typically consumed privately and won’t be visible in high-traffic areas. Ultimately, any “stolen” soaps and hair care products will serve as mementos to reinforce customer loyalty, but they will not directly help the hotel breach new social circles. The same can be said for refrigerator magnets. Even if a brand is lucky enough to have a customer slap one of these on the refrigerator door, its exposure is limited to friends, family and, occasionally, workmen who visit the kitchen. Magnets are better on the social proofing front than bathroom products, but still far worse than popping open your Apple laptop in a crowded café. Next, consider the branded pen (or pencil or highlighter for that matter). They have utility everywhere, both public and private, and they can be produced en masse at a bargain price. There are two significant design problems, however. First, pens are ordinarily quite thin which means that a logo must be imperceptibly small to wholly fit on one face. Or, if kept at a reasonable size, the logo will wrap around the cylindrical shaft and won’t be seen in its entirety by other people. Branded pens are also likely to have some text scrawled down one side; in the event the pen is turned the other way, the words won’t be visible to the outside world. The other major issue stems from the fact that these cheaply made pens are oftentimes just that—cheap. They don’t last long and the flow of ink isn’t constant. They are disposable goods and they are treated as such. Branded pens can nevertheless act as a viable advertising vector when they are done right. The key is to not skimp on craftsmanship. They shouldn’t fit the same standard design as 99% of the pens out there. Make them longer; make them shorter; give them a funky color; give them a oddly shaped top; or make them as thick as a fountain pen so they appear to be of higher quality and so one side can adequately accommodate a large enough logo. As well, design them as durable products that guests will actually cherish. That way, they will be used in public spaces—and thus exposed to other consumers—over as lengthy a time as possible. The bottom line I could drone on and on, scrutinizing a myriad of potential freebies, but the efficacy of each depends on the hotel in question. Some managers might understand the intrinsic benefits of placing funky pens in every guestroom, but the budget simply cannot, well, budge. Other hoteliers might want to give out a swag bag brimming with high-thread-count polo shirts or complimentary scarves but are hampered by a timid executive committee. And yet others who want to hand out matchboxes with every meal at the lobby restaurant are vetoed by his or her colleagues who believe such giveaways’ singular purpose is to augment cigarette consumption. The broad takeaway is: As long as you are aware of the potential for this marketing vehicle, then a great opportunity will come your way. As an exercise, reflect on other products doled out as freebies and their social proofing capabilities. Then, think outside the box—er, the matchbox—and you might discover a “gift” your own brand might apply for a very lucrative outcome. (Article published by Larry Mogelonsky on Hotel News Now on February 25, 2013)

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Green or environmentally friendly hotels are all the rage right now. And for good reason, too. Our environment needs a course correction and hotels, as leaders of the community, must be examples for others to follow. That, and more consumers are actively seeking out green properties when selecting their business or leisure accommodation. So, how do you start this process? What guidelines do you follow? What can you possibly implement on a rigorously tight budget? To briefly touch on the subject, I connected with Dagmar Ebaugh, the PR and Communications Manager at UL Environment, an independent safety science company whose mission is to advance the recognition of sustainable products and drive purchaser clarity by bringing trusted transparency to the green marketplace. Straight to the point, why should hotels care about sustainability? In the very aggressive hospitality market, it can be challenging for a property to differentiate itself from the competition. Recently, many hotels have jumped on the 'green' bandwagon in hopes of attracting more guests. But what does it really mean to be ‘green' and how can a hotel successfully implement and market its sustainable aspects?  How can a hotel property know what constitutes genuine sustainability and what is just marketing-speak? Finally, what is the best way for a hotel to effectively communicate its sustainable attributes? There are valid concerns over greenwashing, and the FTC is vigilant about following up on unsubstantiated or vague 'green' claims. While sustainability can have broad definitions, it is often encapsulated in the concept of Triple Bottom Line (People, Planet and Profits). This means that sustainable businesses work to manage a profitable business and operate in a socially responsible manner, while at the same time reducing the human health and environmental impact of their operations. Hotels should care about green hospitality because it's what their customers say they want - 47% of business travelers prefer to stay at green hotels according to Timetric's 2013 Global Business Traveler Survey. Additionally, a 2010 Travelocity survey noted that travelers consistently rated green hotels higher than their non-green counterparts. What are some steps hotels can take to better appeal to guests? Some well-known steps taken to ‘green' a hotel include reducing waste by implementing effective onsite recycling or reuse programs; sourcing environmentally preferable as opposed to conventional goods; conserving energy via the use of smart thermostats; energy-efficient appliances and toilets; sensor-triggered lighting; and managing water use. All of these can save money as well as demonstrate a commitment to reducing negative environmental impacts of a hotel's operation. However, there is also research that shows that even though the general traveler might say s/he cares about the environmental impact, s/he is still reluctant to give up clean towels, high-pressure showers and other amenities expected from a quality hotel. ‘Green guests' - those who are apt to still pay attention to the environment even when not directly paying for energy and cleaning costs - are often challenging to identify. In order to attract the broadest spectrum of possible guests, a hotel must therefore highlight both its environmentally friendly activities as well as those that inform a customer of the healthy aspects of a stay at the property. There are some less-visible but very impactful ways to make a hotel more sustainable. Starting at the initial materials selection for a new or renovated building, hotels can demonstrate to their guests that they have a health and environmental sustainability mindset. Selecting materials third-party certified to limit health impacts is one way to create a greener hotel from the ground up. GREENGUARD Certified materials can also qualify for LEED points, and hotels carrying the U.S. Green Building Council's (USGBC) LEED certification are increasingly in demand.  According to the USGBC, in 2012, there were 141 LEED-certified hotels, with an additional 1,200 that were registered with intent to certify upon completion of construction. But that's for new properties. What about those already built? Once a property is built, it is important to ensure that the operations and maintenance of a property also follow sustainability guidelines: properly train staff in safe cleaning methods; sourcing certifiably environmentally preferable products (such as ECOLOGO Certified cleaning materials); and sanitary paper supplies. Interior elements should also be selected with visitors' health, as well as the environment, in mind. Certified items to look for include furnishings (including mattresses), appliances and electronics. What about marketing? The smartest way to market a healthier, more sustainable hotel is to showcase the trusted, scientifically-backed eco-labels and certifications carried by the materials and supplies used to build, furnish and maintain the property. Hotel management should review the FTC Green Guides for guiding principles on accurately making and marketing green claims. Applying for membership in TripAdvisor's Green Leaders program will provide Travelocity's users information on a hotel's sustainability practices. By researching options and implementing some of the above-mentioned sustainable practices, it is possible to build and operate a healthier, more sustainable hotel property that will attract and retain travelers for years to come. (Article published by Larry Mogelonsky in eHotelier on February 19, 2013)

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LMA is pleased to announce the launch of Weddings and Meetings mini-sites for Hilton Carlsbad Oceanfront Resort & Spa. These focused websites are ideal for use in sales presentations and targeted marketing when appealing to guests with an eye towards booking a wedding or meeting at this luxury venue. Built in Wordpress, the sites feature direct contact options, social media integration and a beautiful, streamlined look that can be viewed on desktops, tablets and mobile. To view the sites, click these links: weddings.oceanfrontcarlsbad.com/ meetings.oceanfrontcarlsbad.com/

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