Best Western

Push, Pull, and Integrated Marketing

A push marketing strategy is when a brand advertises its product to garner awareness from their target demographic, while the pull strategy released content in the market to reach audiences, which have an existing interest in the brand or product. Below is a closer look at the integrated marketing efforts that Best Western International currently has in the market and I will be identifying which of these marketing platforms are push and which exhibit pull marketing.

“The newer pull strategy has been viewed as a shift in power from advertisers to consumers, and so requires a more adaptive approach by marketers.  With the increase of social networking platforms and users, social networking has become a major and focal part to music marketing adopting the pull marketing strategy. Pull marketing shifts the emphasis and attention onto the customer, trying to market in the correct places by knowing who the target audience is. Consumers are increasingly customizing to better suit their individual needs.” (Wikipedia)  The main idea here is that Best Western is hyper focused on the needs of their customers and are pushing content across all of their digital and social channels which then draws or pulls their audience to their brand.  Most businesses will use a combination of push and pull strategies in order to successfully market a product as Boundless points out. In my opinion, Best Western falls in this successful combination of marketing for their hotels.  Most of the items below are examples of pull marketing, but Best Western does have quarterly promotions that they push out such as their partnership with Disney Media every summer (which is showcased in my previous blog post).

BestWestern.com:

Best Western’s website includes links to all their social sites. The website also includes a booking widget and hotel locator to assist in planning your next vacation. In addition to their hotel directory, the navigation bar includes travel tips, member rewards and travel deals to assist in planning your travel. The latest offer available is located in the hero slider touting the stay 2 nights and earn a $25 gift card. In reviewing Best Western’s sites, you’ll find that this offer is being promoted on multiple media platforms. This offer is a smaller promo compared to bigger tent pole marketing efforts executed by Best Western. Best Western continues to execute integrated marketing efforts no matter the size of the promotion.

In addition to Best Western’s website being the hub for all the social link outs, it has so much information located within the site. Not only does the site allow you to research and book your next vacation, but you also have access to the history of the hotel-chain but also their senior leadership.

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The social media marketing Best Western has in market is a combination of push and pull marketing, however, leans more heavily on the strategy to focus on the pull.  In the social media platforms below, you will see that Best Western is providing a ton of information (specific to the social platform and audience) without a hard sell on booking travel accommodations.  Yes it is about the bookings, but it goes further with the Best Western brand with the focus on the traveler and their experience.

Facebook:

The cover photo touts the current promotion.  Multiple posts daily keep content up to date.  Best Western does a great job of sticking to current events.  In today’s post, they remind their audience it is Talk Like a Pirate Day and share a short pirate inspired video to go along with their post.

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Twitter:

Best Western just recently hosted a Twitter chat with two travel experts asking their audience travel questions, and had the two travel experts answer the chat questions.  Best Western is an industry leader in the hospitality vector because they truly are targeting their audience and communicating with them on each of their advertising platforms.

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Pinterest:

Pinterest boards can be seen as a great example of pull marketing.  Best Western created a travel dream board showcasing their hotels and available destinations. Their pins are incredible and when planning a vacation, you could find a ton of information on locals, not specifically Best Western hotels.  This shows how Best Western is providing information about these destinations and popular things to see and do while visiting.

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Blog-site: You Must Be Trippin’

Best Western is digitally versed and you can find a presence on social platforms that include Twitter, Instagram, Pinterest, Facebook, YouTube, Google+ as well their own blog-site named You Must Be Trippin’. Best Western’s You Must Be Trippin’ blog-site has fresh content that is relevant to current events and trending travel topics. Way to go Best Western with the catchy blog-site title!

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YouTube:

Best Western leverages YouTube as a hub for all their video assets.  Everything from travel tips with Tessa to linking to their You Must Be Trippin’ blog articles with video.

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The Mobile Experience:

I was expecting Best Western’s mobile site to be responsive and look like the home page of their website, Facebook and Twitter branding, however, BestWestern.com on mobile takes you straight to the booking feature. I believe that the mobile experience could be enhanced to allow for Best Western branding and easier navigation of the mobile experience.

Email marketing:

E-blasts are examples of push marketing.  Best Western sends out weekly email blasts with their top deals and promotions that are being offered.  The email includes links to all of their social sites to help easily connect their consumers to their content.

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About Best Western International, Inc 

Best Western International, Inc is a privately held hotel brand with a global network of 4,000-plus* hotels in more than 100* countries and territories worldwide. Best Western offers five types of hotels to suit the needs of our guests for any travel occasion: BEST WESTERN®, BEST WESTERN PLUS®, BEST WESTERN PREMIER®, BEST WESTERN PLUS EXECUTIVE RESIDENCYSM and BW Premier CollectionSM. 

Integrated Marketing Summer Promotion

I love Best Western International, Inc because not only do they want the best experience for their customers when they are traveling, but they also want the very best for the individual hotel owners.  I also love the Best Western brand because they are a travel and hospitality leader in digital and social executions.  I believe BWI has found much success in leveraging multi-platform marketing efforts to promote travel during summer months.

Their most recent summer promotion with Disney Media was anchored in the property Teen Beach 2.  Looking to target moms and get their families excited about summer vacation, BWI offered a promotion for 1 lucky winner to have the opportunity to meet Ross Lynch and Maia Mitchell at their very own dance party on the beach.  BWI knows the keys to success when it comes to integrated marketing and spread the word about this promotion across linear, digital, radio, social and in the lobbies of their hotels across the United States and Canada!

Let’s take a look at some of the marketing they did this summer!

Linear Platform

Custom television spots promoting the sweepstakes and chance to meet Ross Lynch and Maia Mitchell.

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Branded sponsorship on Disney Channel (click below)

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Digital Platform

Sweepstakes Destination, Co-branded Media, and Custom Video Content 

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Click below to see Extreme Poolside Sports

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Radio Platform

National sweepstakes spot and promotion on Radio Disney App

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Social Media Platform

Twitter Party with talent, Promotional Posts across Facebook and Twitter, and Talent Engagement 

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Organic Fandom re-sharing of sponsored content and Teen Beach 2 content

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In-hotel/Retail Platform

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In the lobbies of all Best Western’s in the US and Canada, you could find branded standees and tent cards.  These in-hotel marketing pieces triggered an augmented reality experience allowing you to take a selfie with Ross Lynch and/or Maia Mitchell. The app also had custom content and a quiz featuring who would your travel BFF be from Teen Beach 2!

Additional Social and Digital extensions

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