July 1, 2019

Marketing Monday Tip: Purpose-Driven Marketing

To celebrate the week of World Oceans Day (June 8), Corona partnered with environmental group Parley for the Oceans to encourage people to “pay with plastic” in exchange for a beer. In select countries, the beer maker accepted plastic waste in exchange for beer at retailers and bars. The brand also created a limited-edition can made of upcycled material and pledged to clean up one square meter of beach for every six-pack sold.

 

Why should you care?

More than ever, consumers are becoming conscious about the materials they are buying and the environmental impact of the goods they use. This has led to the rise of purpose-driven marketing. Brands are appealing to their audiences and connecting with consumers who share similar values.

Many hotels are already actively trying to do their part for the environment by offering eco-friendly toiletries, investing in energy-saving appliances and lighting, and encouraging guests to take actions to help lessen their footprint. However, many hotels do not highlight these types of efforts in their marketing or promotions. Beachfront hotels can utilize purpose-driven marketing by taking a cue from Corona and accepting plastic or trash collected on the beach in exchange for a discount or free drink at the bar. By calling this out in their marketing, hotel brands can set themselves apart and gain the admiration of potential guests.

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About NextGuest Digital:

NextGuest Digital uses the latest in digital marketing technology to assist hotel brands in crafting their digital presence. Through the agency’s smartCMS®, Content Personalization Engine, Smart Data Marketing, and other innovative initiatives, hoteliers see a drastic boost in direct bookings, as well as lower distribution costs and an increase the lifetime value of guests. NextGuest Digital is part of NextGuest, an all-encompassing partner that helps hoteliers acquire, engage, and retain their next guest. Based in New York City, the company is comprised of NextGuest Digital, CRM, Labs, and Consulting.

www.nextguestdigital.com | (800) 649-5076 | hello@nextguest.com

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Editorial Contact:

Garrick Lee
Brand Marketing Manager
Phone: (212) 752-9425
Email: garrick@nextguest.com