Razor Branding Blog

Go Local

Hilton Room Key

So often in marketing the focus is on the big idea.  The big campaign.  The big splash.

Step back and think small.  Think of your consumer from a new perspective.  Put yourself in their shoes for a minute and see what need you can satisfy.

We recently stayed at a Hilton Hotel in Dallas and this is a picture of the room key.  Now, some of you might think it is nothing more than crass commercialism to “sell an ad” on the back of the room key.

I think it is genius.  Pizza Hut and Hilton both scored big on this one.  Sure, I could have ordered room service.  And there was a very nice vending machine full of yummy snacks just down the hall.  Not to mention a well stocked mini-bar.  But sometimes only a hot cheesy pizza will do the trick.

This local promotion put the product right in front of me at time when I might need it the most.  As I opened my door to my room after a long day and realized that I had worked right through lunch.  Now I don’t have to go to google to figure out who the local pizza guys are.  I don’t have to use the map on my iPhone to track down the closest pizza place.  It’s all right there on my key.

They made an emotional connection with me because they used good consumer insight.  In so doing it improved the brand of both companies.  This strategy is right on target and a great component in their marketing campaign.What could be the ‘key’ to your local marketing that you might be missing.  Which neighbors could you partner with to provide more for your consumers?  How can you better serve them?

Think local.

Look next door.