Digital Guest Walls
As Marriott began shifting their focus toward a new target audience a couple of years ago, my marketing instincts reminded me I'd better start learning what the new target audience likes (similar to a team that spends big dollars signing a first round draft pick, once a strategy has big bucks behind it, it's sometimes hard to alter, if for no other reason than the decision makers have personal and sometimes egotistical "skin in the game"). Marriott has successfully captured significant media fanfare with their FlashPerksLocalPerks, Badges, CyberMonday, PointsPlus, Facebook Contests, and Travel Brilliantly campaigns, leaving some of us to inquire, is there any there, there? Regardless of the answer, expect more of the same in the future.
The first rule of marketing is - know your audience
This is why it's important for Insiders to continue appreciating our current millennial members, attract more of them, and listen to what they value. We've done that and discovered several similarities in values. Now I intend to observe, how they value those values, because that seems to really capture Marriott's attention and may provide a heads up of what's coming down the pike.
What say you, non-digital wall contributors?
Well, seeing that my bona fides of Geezerhood are in question, I guess I'd better come clean. An athlete I coached told me to look at some sports related "re-tweets"
I proudly stated I wasn't on Twitter, he replied, "you don't have to be Mr. Flintstone". So on it I went. Afterwards I typed in something (I can't find it now ) that lead me to the above link. Smart enough to know that I probably wouldn't ever find it again, I saved the link (an experienced caveman) and the rest is history.
I think I just answered my question of what would the judges think
if the Digital Wall idea came from a Boomer.
"I had a travel book with me, and it was really thick, and it was pages and pages and pages of information..."
Okay, leaving the really thick travel book at home might lessen the packing load. But I think I'll continue to pack it anyway, read and study it in my room or suite, and then on my way out try to circumvent the crowd at the digital wall straining to see if their contributions had been posted yet. (And near the elevator is not a good choice for screen placement.)
Personally, I'd rather have either the "multi-tasking neck pillow," with sound cancellation, massage, and entertainment options, or the "scootcase," a self-propelled suitcase you ride through the airport. Now that's something this geezer could adopt in a minute. And oh, yeah, thumbs down on the "rental workout togs."
I don't bowl, primarily for that reason. So you can imagine what I think about (to borrow from Seinfeld) having someone else's guys in my workout clothes.
Btw, the Marriott login site has been down most of the afternoon. I talked to a really weary (but helpful) customer service rep who said they'd been inundated with "What the heck's goin' on?"s all afternoon. It's obviously back up now, though (since I was just able to log on). It would really be helpful if they had a "Sorry, but we're having technical issues. Try back later" message instead of telling the Rewards member that their password or member ID had been entered incorrectly.
All of the technical issues Insiders have faced addressing this topic, highlight the challenge I outlined above:
"Of course it will be up to Marriott to implement the technology in a way that the data converts to information, remains timely and relevant, and credibly valid".
We have seen instances before where Marriott attempts to execute what they regard as a 'brilliant' idea, only to have them trip over their own two technical feet (PointsPlus come to mind, Lifetime points, Badges, many of the FlashPerks had purchasing issues, the first CyberMonday drove Pluto and others wild, and on and on).
Here's a TravelBrilliantly idea Marriott: get your I.T. up to speed to equal all of these cutting edge ideas .
Well doggone, I had read about this a while back on some Marriott press releases (and they just released another one today) and went on my way. It was mostly discussing how Marriott has built a division Content Studio for the purpose of reaching its newest target audience, The Millennial (not to be as feared as The Greater Team) by the relatively new customer-centric style of marketing; building relationships with consumers through sharing ideas and then, ever so carefully, informing their new pals that "hey, and by the way, we sell hotel rooms also" .
Now going back, I reviewed the original article I read
where it's final paragraph is “People love to tell stories,” Mr. Beebe said. “It comes naturally they spend our lives telling them. Stories and narratives provide feeling, and it’s that emotional connection that will resonate with Snapchat users.”
So essentially it's once again, like above, it's Insiders, only in the newer media (Snapchat/YouTube) reaching a younger demographic in hopes of encapsulating a certain lifestyle which their core brand aptly named 'lifestyle', no doubt offers.