How did they know we had a big day coming up?
Recently some members of the account team traveled to Mobile for a new business pitch. While there, we stayed in the Hilton Garden Inn, which I picked mainly because of the sleep system the company is always raving about. Maybe I’m a sucker for a good marketing campaign.
Anyway, Libby and I road together for the pitch. We were genuinely excited the entire 3.5 hour ride so we got even more excited when the hotel elevators and key cards told us that by staying there we’d be “ready for our big day.”
First question that came to mind: How did they know we had a big day tomorrow?
The fact that we even asked ourselves this question upon arriving at the hotel speaks volumes about Hilton’s marketing effort for this brand. Clearly they researched the reasons people visit this hotel. They’ve mentioned a job interview, reconnecting with family or a class reunion. In our case it was a new business presentation (that’s close to a job interview for sure).
Sleep deep, work smart, eat well, stay fit and treat yourself with every stay. Are the pillars on which this campaign. The “Tomorrow’s Big” campaign comes to life at numerous touch points. Signage is in the elevators, on the key cards and the Do Not Disturb door hangers. All of this is coupled with with friendly customer service, a sleep number bed system and useful amenities.
Branding gurus always say that a successful brand should provide service that lives up to the brand promise. Otherwise customers feel the company is being dishonest. Staying true to the brand promise is one of the best ways to build customer loyalty.
Kudos to the Hilton Garden Inn for being a good brand ambassador. And thank you helping us be our best on our big day!
