Collaterals, Are They Really Necessary?
When the branding narrative is complete, and the story told, it is the duty of the branding professional to integrate the overall mood of the story line into the ever stalwart, guest collaterals. Why is a compendium important? I don’t really know, but that doesn’t mean an honest days work should not go into creating such lofty fodder. After all, who actually uses the conventional collaterals, anymore? For instance, there are plenty of Film Noir examples where the front desk makes an urgent call to the guestroom with vital information that is of dire importance and cannot be lost. In a moment of despair, the heroin reaches down and finds the ultra stylish hotel pad and pen, readily available, and jots the brainteaser down to keep us watching a bit longer.
Hotel collaterals are as reliable as the US treasury, but we now live in millions of color pixels in $800 Smartphones, so is it necessary? Allow me to present a few of the pertinent hotel collaterals that need be addressed, today: business cards, letterhead & envelopes, note cards, fax cover sheet (believe it), mailing labels, key cards & key card sleeves, conservation card, do not disturb (let’s keep this one!), pens/pencils, compendium, breakfast door hangar menu… just to name a few. All of these items need to be infused with branding imagery and placed in important positions in the FF&E space plan. However, these tangible assets are rapidly going the way of the VCR as everything inside the room continues to go online.
This begs further discussion pertaining to digital collaterals and their place in the overall marketing scheme. Digital collaterals are branded communication channels that are infused into online graphic displays. As I walked into to a new restaurant in Morristown, NJ, I was pleased to be greeted with a menu listed on only on an Ipad. The text was clear and bright and I didn’t have to whip out my flashlight app to read it. As guests demand better Wi-Fi access, opportunity exists for hospitality management to utilize the advanced connectivity to streamline their guest experience protocols. Not sure if the Noir heroin would be as interestingly vulnerable using an IPhone 6 to respond to the front desk, but then again, when’s the last time anyone used the hotel phone, anyway??…
By: Joe Bezzone
President | BEZZONE