Topical marketing, also known as real-time marketing, is a powerful strategy that allows businesses to capitalize on current events, trends, or popular topics to engage with their target audience. In the hotel industry, leveraging topical marketing can help establishments stay relevant, increase brand awareness, and drive bookings. Here are seven ways hotels can leverage topical marketing effectively:
- Social media campaigns: Hotels can leverage social media platforms to create engaging and timely campaigns centered around topical events. For example, during major sporting events like the Premier Legue,Olympics ,World Cup,Local Leagues ,World Marathons, or WRC Safari Rally, hotels can run promotions tailored to sports enthusiasts, offering special packages or discounts. By using relevant hashtags and creating compelling content related to the event, hotels can increase their social media reach and generate buzz among potential guests.
- Content marketing: Creating high-quality and informative content centered around trending topics is an excellent way to attract and engage potential guests. Hotels can leverage their expertise and create blog posts, articles, or videos that provide valuable insights and advice related to current events or popular travel destinations. For instance, during a music festival season, hotels can publish guides on the best places to stay near the event, local attractions, and transportation options, positioning themselves as the go-to accommodation choice.
- Influencer partnerships: Collaborating with influencers who have a strong presence in the hotel industry or are relevant to the topical event can be highly beneficial. Hotels can invite influencers to experience their property and share their experiences with their followers through social media posts, blog reviews, or vlogs. By leveraging the influencer's credibility and reach, hotels can amplify their brand message and attract new guests who trust the influencer's recommendations.
- Email marketing: Hotels can use their email marketing campaigns to leverage topical events and engage with their subscriber base. By personalizing emails and tailoring content to the recipient's interests and preferences, hotels can create a sense of exclusivity and relevance. For example, during a major film festival, hotels can send out special offers or exclusive access to red-carpet events to their email subscribers, enticing them to book a stay.
- Geo-targeted advertising: Hotels can leverage geo-targeted advertising to reach potential guests in specific locations during topical events. By identifying areas where the event has a significant impact or generates interest, hotels can run targeted ads to capture the attention of individuals planning to attend or follow the event. This approach allows hotels to tailor their messaging and offers to a specific audience, increasing the likelihood of conversions.
- Event partnerships: Hotels can establish partnerships with event organizers or sponsors to enhance their topical marketing efforts. By becoming the official accommodation partner for an event or sponsoring relevant activities, hotels can gain prominent visibility among event attendees and participants. This not only increases brand exposure but also positions the hotel as the preferred choice for those attending or participating in the event.
- User-generated content campaigns: Encouraging guests to create and share content related to topical events can be a powerful way for hotels to leverage their marketing efforts. Hotels can run contests or create incentives for guests to share their experiences, photos, or videos on social media using event-specific hashtags or hotel-specific tags. This generates authentic user-generated content that showcases the hotel's unique offerings and promotes engagement with a wider audience.
Summarily, topical marketing provides hotels in the industry with numerous opportunities to connect with their target audience, increase brand visibility, and drive bookings. By utilizing social media campaigns, content marketing, influencer partnerships, email marketing, geo-targeted advertising, event partnerships, and user-generated content campaigns, hotels can leverage topical events to create meaningful and relevant marketing initiatives that resonate with potential guests. By staying up-to-date with current trends and events, hotels can position themselves as industry leaders and capture the attention of their target audience in a highly competitive market.