Luxe for Life

Social media outreach is, in many ways, the new buzzword in public relations today. Companies large and small see opportunities in these popular 2.0 platforms, and public relations specialists everywhere are working to advise clients as to how they can effectively reach this market. But what is the best way to leverage social media exposure to your advantage, and how, in particular, can social media campaigns be crafted to benefit travel PR?

The interactive nature of web sites like Facebook, MySpace, and Twitter make them ideal for inclusion in travel public relations campaigns. There are opportunities to build relationships with consumers and to obtain a clearer sense of their needs and desires, each of which carries the potential for significant short and long-term benefits. Facebook and Twitter also provide for new opportunities to advertise special rates and packages quickly and efficiently. Boutique public relations agencies like Abelow PR are advising clients to build their online following by marketing these packages and discounts exclusively to their followers on these new media platforms. In so doing, it becomes easier to open a meaningful dialogue with your clientele, and in the process, expand your marketing and consumer base.

But, with all of the benefits and opportunities that social media outreach provides, there are also a number of challenges to keep in mind. Boutique PR firms are wise to advise clients that they must be able and willing to actively engage in these venues. Additionally, it is essential that you respond quickly to any negative comments posted about your company, yet you must do so intelligently. This is particularly true of luxury public relations campaigns, in which you must actively and aggressively defend your brand.

Travel public relations firms around the world are testing the boundaries of emerging media outreach, all the while learning new and exciting ways to best serve their clients. If you feel that you are ready to go about utilizing these channels, but are unsure how to begin, please contact us at (203) 226-5390.

In the midst of a powerful global recession, luxury brands worldwide are looking for new and innovative ways to market their products and services. With individuals and families everywhere watching their wallets a bit more closely these days, boutique public relations firms are advising clients to adopt more “economically friendly” initiatives aimed at drawing discerning travelers to their properties.

Common wisdom suggests that economic turmoil hits the luxury market particularly hard. While there may be some truth to that, experienced travel PR firms are recommending a few simple tactics to help their clients not only survive the recession, but to exceed even their own expectations. The key to drawing travelers in a weak economy is to offer what many have termed “affordable luxury.” Doing so can entail discounted rates and packages, add-ons, and reaching beyond your traditional target market to attract middle-class consumers looking for a great deal.

In describing the state of the luxury market, Nancy Koehn, a Professor of Business Administration at the Harvard School of Business, noted an “extraordinary redefining of luxury by established middle-market and even lower-market players.” It is indeed possible to market luxury to people from all walks of life—the key is knowing how to craft your message, and where to deliver it.

Hotel public relations campaigns are increasingly utilizing non-traditional channels to reach a consumer base that may not have considered luxury travel as a viable option in the past. Social media sites from Facebook to Second Life offer entrée to a market that is very receptive to “affordable luxury” campaigns, but it is up to you to reach them. Boutique PR firms can help luxury destinations identify and reach this market, enabling you to not just survive the recession, but to improve your business by developing a client base that will remain loyal for many years to come.

The days of reaching your target market through outreach to only the most well-known print publications have come and gone. In this new media age, people are increasingly turning to lesser-known, niche outlets on the web. Even the most cursory of searches reveals that there are any number of websites, blogs, and forums serving niche markets, and the discerning traveler is looking to these sources when mapping out their vacation plans. It is essential that a comprehensive travel public relations campaign be familiar with these newer outlets, and have the capability of reaching them.

Boutique PR firms that specialize in the travel field are well aware of this trend, and can position your property so that your strengths and specialties are conveyed to the consumer through the appropriate channels. Effective marketing demands that in addition to knowing how to craft your message, you also know where to deliver it. Specialized magazines and websites offer entrée to the consumer market in a powerful manner. There are millions of people worldwide searching for information on green resorts, luxurious spas, and exotic safaris, but they are not necessarily looking in traditional places.

Outreach to top media remains integral to an effective travel PR campaign, but can no longer be exclusively relied upon to reach the consumer base that is searching for what you have to offer. Hotel public relations agencies are increasingly reaching out to online outlets that cater specifically to the client’s target market. Building your brand within these online communities offers the potential to increase your visibility and develop a loyal consumer base that will yield rewards for your property in the many years to come.

One of the essential attributes of a successful travel public relations campaign is the ability to create snappy, eye-catching rate packages that garner the attention of your desired market. Experienced boutique PR firms, along with valuable input from the client, can secure coverage of these packages in both traditional and new media channels. Press outlets frequently cover interesting rate packages, but the key is to know how, and perhaps more importantly, when to deliver the scoop to your press contacts.

Properties will often create seasonal rate packages based on winter or summer rates. As it concerns “news value,” it is advisable to create a catchy name for these individual packages. “Bliss Packages” and “Relax and Rejuvenate” packages are often times more appealing to members of the media. Travel public relations agencies should have the knowledge and experience to help you craft and market packages that will deliver the most coverage and attention, increasing your visibility and improving your bottom-line.

With travelers watching their wallets closely these days, even simple, practical add-ons can help to attract consumers. When crafting a travel PR campaign, boutique public relations agencies often advise building a package around your slow season. Travelers love to seek bargains during off-season periods, and many hotels and properties have successfully increased their occupancies in this way.

Creativity is a must when trying to reach a discerning traveler base. Creative-minded public relations specialists with experience in the travel PR field can help build your brand in any economy.

A luxury public relations campaign informs the public about change and developments concerning your service or product. It builds awareness of your business and raises the profile of your brand in the eyes of potential customers. The way this is being accomplished, however, is rapidly changing. Press and news releases are still called upon, but there is a growing focus on social media. Travel public relations agencies are increasingly utilizing these digital marketing strategies to achieve results.

Boutique PR firms can use social media to reach potential customers that can be missed with traditional marketing. Social media public relations allow you to truly connect with your targeted audience. You can open the lines of communication and garner important feedback from the consumer. This could include ways to improve what you’re doing or offering. Even if a certain product is just not picking up that well, the public will let you know.

You can personally interact with your customers and the public, building the type of relationship that will inspire brand loyalty. This relationship will also let you know more about your targeted consumer. Learning what they want, what they need, and even what they do not want. This can save valuable time, effort, and money knowing exactly what you are going to provide and exactly what the public is looking for. Experienced public relations specialists can enable this dialogue between the company and the consumer in a fashion that benefits both parties.

Social media is a great public relations resource. It needs to be taken advantage of and not overlooked. Boutique travel public relations agencies have the experience and knowledge to craft and execute a targeted digital campaign.

Anybody and everybody with a modem seems to be jumping on the social media bandwagon these days. It was not long ago that outlets like Facebook and MySpace were reserved for the high school and college crowd. Today, however, this is certainly not the case. Savvy Boutique PR firms everywhere are utilizing social media to connect with journalists, network with consumers, and even to distribute press releases. So how does this new trend impact those fields which are famously resistant to this type of social networking, such as luxury public relations?

Luxury cannot be defined simply as a product, nor as a service. Rather, it is a full-fledged experience. The evolution of social media has changed the way that travel public relations agencies promote luxury destinations. People of all ages, tastes, and incomes are now logging on to Facebook and LinkedIn to seek ideas and advice about the most luxurious properties around the globe. Luxury PR firms can now reach these potential consumers through the smart execution of a new media campaign. This can include everything from short postings on travel specific groups, to the distribution of press releases on behalf of the client.

Public relations specialists need no longer rely solely on coverage in glossy magazines and premier print outlets to reach the luxury consumer market. The trend towards virtual marketing shows no signs of slowing down, and web-savvy boutique PR agencies with an eye on the social media landscape can reap tremendous results for their clients, including those courting the luxury consumer market.

With various segments of the new media landscape now outpacing traditional formats such as newspapers and magazines, boutique PR agencies are now emphasizing these online news sources as an integral part of the integrated marketing campaign. A recent poll conducted by EMarketer indicates that television serves as the leading news source, capturing 70% of the consumer base. Web-based publications captured 40%, edging out print newspapers with 35%. Hotel public relations agencies with significant experience operating in all of these media realms are in a unique position to boost your visibility among all cross-sections of the population.

Businesses should carve out an adequate budget for marketing and publicity in the coming year, making visibility among consumers a top priority. It has been demonstrated that those companies who market aggressively during a downturn come out ahead of their competition during economic recovery. Luxury goods and travel public relations specialists are capable of providing expert guidance in this area. Television and online exposure should be emphasized, and the most cost effective way to do that is by engaging an experienced boutique PR firm.

Through creative story pitching and message development, a travel public relations agency with strong contacts can get you on the air. Television and radio talk shows are always on the lookout for interesting guests, and public relations specialists with strong contacts can reach out to the various producers and hosts to secure coverage for the client.

As it concerns online marketing and PR, the benefit to executing such a campaign is that it increases traffic to your website, and helps to build your brand in the evolving new media landscape. Various techniques, ranging from targeted blog outreach to search engine optimization (SEO) are very effective when tied in with a full scale marketing effort. Established travel public relations firms have the knowledge, experience, and contacts to help your business stand out among the competition.

With two-thirds of all travel now being booked online, it is wise to engage a boutique PR firm that is able to generate traffic flowing to your website. Public relations specialists who are knowledgeable about the various methods for achieving positioning “above the fold” can significantly impact your bottom-line.

At Abelow PR, we advise clients to compose RSS feeds (Real Simple Syndication), blogs, and to add timely new content to the client’s website as frequently as possible. Another tool in the arsenal of a travel public relations agency is to send frequent press releases out via online wire services, tied into trends in the marketplace. Our own experience in the luxury public relations field over the past fifteen years has demonstrated the success that these tactics can yield when executed appropriately.

Travel demands are still expected to grow in 2010, although recent studies suggest that competition is heightening. Above all else, travelers are looking for value. Consumers are demanding more for what they pay, and they will spend many hours on the Internet scouting for good deals. An experienced luxury PR agency can help you tailor a message which demonstrates that luxury need not be a casualty of value. With competition as fierce as it is right now, a travel public relations campaign can help set you apart from your competitors.

That is why having a Hotel public relations agency with experience in internet marketing is crucial. An effective message is only the starting point—you need your potential customer to hear that message if you are to reap the rewards.

Though it can sometimes be tempting, now is not the time to crawl under a rock and wait for the economy to improve. You still need to be out there marketing and drawing attention to your service. With the economy poised for a rebound, now is the time to solidify your positioning in the market. So what are the best ways to spend your marketing dollar on a budget? A savvy travel public relations campaign may be just the answer.

You can turn the economic downturn to your advantage by being proactive and turning to a boutique PR agency with a track record in creative campaigns that extend your marketing dollar. Give your agency the latitude to brainstorm some unconventional and dynamic cross-promotional ideas that will help keep your business moving forward. This will give you the buoyancy while the economy is tight, and when it turns around; your business will be well positioned to ride the wave of prosperity and future growth.

For management with vision, a recession can be an opportunity to increase your presence in the marketplace and garner a greater share from your competitors who have not been as wise. Experienced managers understand that when the economy turns around (which it always will), their company will be best positioned to take full advantage of the economic rebound and grow at a much faster rate than their competitors. Hotel public relations agencies are aware of this time tested tenant.

A boutique PR firm can reach out to compatible brands and build promotions that enhance brand equity and increase visibility. Firstly, luxury public relations can enhance your advertising dollars by collaborating with the promotion departments of the magazines you are already committed to by mounting nationwide contests. Secondly, they can do events that create excitement in the markets where your product is being sold, which can in turn generate publicity. And finally, in-store promotions such as department stores can create excellent visibility with your target market. Here at Abelow PR, for example, launched a storewide contest with Macy’s to “Win a Safari” which was displayed in 120 stores across the country and received hundreds of entries.

Reach out to a boutique public relations firm and see what ideas they can bring you. Now is the time to be creative with your marketing dollar.