Penta Hotels Pitch

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Information about Penta Hotels Pitch

Published on April 21, 2008

Author: piehead

Source: slideshare.net

Description

A pitch document to the Penta Hotels brand prior to the opening of the first UK location

pentahotels t7F London 21/02/08 ALL RESERVED Explaining how t7F London can add value to the team behind pentahotel Reading 1

New 2t7F London 21/02/08 ALL RESERVED

ambitionre-engineer edit and innovate no stars brilliant essentials no frills t7F London 21/02/08 ALL RESERVED destination 3

& it’s NEW 4t7F London 21/02/08 ALL RESERVED

ambition design-led unique philosophy PROFESSIONAL part of the revolution INFORMALITY t7F London 21/02/08 ALL RESERVED 5

essential luxury relevant quality modern appeal attractive pricingideal for customers whosetastes and expectationshave moved on t7F London 21/02/08 ALL RESERVED 6

target assumptions 25 - 40 25 – 50 mass affluent 35 - 50 sophisticated up to a point high, not traditional, standards still quite conventional t7F London 21/02/08 ALL RESERVED 7

Reading launch pad template test market t7F London 21/02/08 ALL RESERVED 8

We think we can add value to the marketing of pentahotels t7F London 21/02/08 ALL RESERVED 9

definitiondirection communication expression t7F London 21/02/08 ALL RESERVED 10

definition? interrogate formalise: essence promise values toneCLARIFY t7F London 21/02/08 ALL RESERVED 11

Delivery tight parameters brand distillation manifesto online and offline t7F London 21/02/08 ALL RESERVED 12

13t7F London 21/02/08 ALL RESERVED

why? precision rigour No manage expectation inform + reassure Deviation excite t7F London 21/02/08 ALL RESERVED 14

why? anticipation media shorthand third party relationships staff on message t7F London 21/02/08 ALL RESERVED 15

direction? identify + segment understand t7F London 21/02/08 ALL RESERVED 16

direction? identify + segment understand why? precision accuracy no wastage t7F London 21/02/08 ALL RESERVED no mis-communication 17

audiences3 key segments: local mass affluent corporate event-led t7F London 21/02/08 ALL RESERVED 18

audienceslocal mass affluent • household income £40,000+ • live within 40 miles … and discerning t7F London 21/02/08 ALL RESERVED 19

audienceslocal mass affluent • household income £40,000+ • live within 40 miles … and discerning I tend to go for premium rather than standard goods / services. I try to go somewhere different on holiday every time. You should seize opportunities in life when they arise. How I spend time is more important than the money I make. I like to pursue a life of challenge, novelty and change. t7F London 21/02/08 ALL RESERVED I often do things on the spur of the moment. What I want most in life is to have fun + enjoy life’s pleasures. 20

875,000 individuals my car should catch people’s attention 278 I like innovative cars 272 I like to drive fast 272 I read financial pages of my newspaper 264 I attend live music 346 I attend the theatre 254 I go to art galleries 245 I go to leisure centres 183 t7F London 21/02/08 ALL RESERVED 21

875,000 individuals my car should catch people’s attention 278 I like innovative cars 272 I like to drive fast 272 I read financial pages of my newspaper 264 I attend live music 346 I attend the theatre 254 I go to art galleries 245 I go to leisure centres 183 t7F London 21/02/08 ALL RESERVED 22

Collaboration direct market through brand affiliations BMW 378,000 owners Audi 284,000 owners Mercedes 281,000 owners Audi index 592 Mercedes index 395 BMW index 344 and local music / theatre venues mailing lists. t7F London 21/02/08 ALL RESERVED 23

communication? right channels high impact opportunities offline / online balance manage phases it’s coming it’s arrived it’s here t7F London 21/02/08 ALL RESERVED 24

BRAND ADVERTISING AFFILIATIONS local SMEs weekend CENTRAL DIRECTEXPERIENCE non corporate COMMS MARKETING resident IDEA event led VFR t7F London 21/02/08 ALL RESERVED ONLINE PR 25

From integrated narrative to…convergence … a story that unfolds across t7F London 21/02/08 ALL RESERVED different platforms 26

BRAND ADVERTISING AFFILIATIONS individual DIRECTEXPERIENCE individual MARKETING individual t7F London 21/02/08 ALL RESERVED ONLINE PR 27

different aspects of brand story presented todifferent parts of target audienceeveryone has something relevantbut also something to share / tradeeach audience network connects with other networksall exist together in a fluid community t7F London 21/02/08 ALL RESERVED 28

corporate audiences 29t7F London 21/02/08 ALL RESERVED

corporate audiences create distance congruent media partnerships: wrap + ad + endorsement same technique to local market t7F London 21/02/08 ALL RESERVED 30

The really interesting thing is the connections betweennetworks of staff from corporate clientsand networks of potential customers t7F London 21/02/08 ALL RESERVED 31

BRAND ADVERTISING AFFILIATIONS individual Your customers are trading informationEXPERIENCE individual DIRECT MARKETING - join them. individual t7F London 21/02/08 ALL RESERVED ONLINE PR 32

33t7F London 21/02/08 ALL RESERVED

A simplified demonstration 34t7F London 21/02/08 ALL RESERVED

Overlapping networks Flood generated 5,678 members 14 uploaders in ‘staff’ group ‘Newbury staff’ 156 entries 1,607 members using ‘vodafone’ tag t7F London 21/02/08 ALL RESERVED 1,376 ‘easy’ find 35 staff blogs

Connected to Reading local alumni extended networks ads to follow IPs Facebook +500 groups @ +200 members t7F London 21/02/08 ALL RESERVED corporate and staff entries 36

What can you do now? 37t7F London 21/02/08 ALL RESERVED

Tell Connect Show 38t7F London 21/02/08 ALL RESERVED

Social Networks“…A bigger role than ever….no company, government or NGO can afford to Tell ignore them…” Show“…will become the dominant channel for viral marketing campaigns…”“…will become the primary arena for highly targeted marketing and advertising…” Connect“…Consumer power will manifest itself through t7F London 21/02/08 ALL RESERVEDsocial networks….” (Experian Hit Wise Report January 2008) 39

Expression of a buyable ‘new’ that connects t7F London 21/02/08 ALL RESERVED 40

Product ideas The done deal Captain’s table reinvented Kinko’s Daily pleasure Mobile taster Railway walk-up t7F London 21/02/08 ALL RESERVED 41

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Tuesday eCRM type communication 48t7F London 21/02/08 ALL RESERVED

49t7F London 21/02/08 ALL RESERVED

Adding value definitiondirection communication t7F London 21/02/08 ALL RESERVED expression 50

How can we help? flexibility fully integrated package some parts just ideas prefer relationships can do ad hoc t7F London 21/02/08 ALL RESERVED 51

Thank youfor your time.Robert & Philip020 7843 9450 t7F London 21/02/08 ALL RESERVED 52

barter?the collateral you’ve gotto help pay for the collateral you need£10million media value from just £3million cash t7F London 21/02/08 ALL RESERVED 53

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