Our client’s portfolio of hospitality brands spanned 5-star, luxury properties to mid-priced, family-oriented inns. It also included one of hospitality’s most iconic and beloved hotel brands. With three guests checking in every minute to 225,000+ rooms around the world, the global appeal and relevance of the brand could not be understated. Our client’s busy salespeople juggled the marketing and selling of multiple brands to diverse customer sets. Directors of sales were often also responsible for managing budgets, a small staff, and current customers. Marketing the brand often lost out to shorter-time frame, higher-priority issues on a daily basis. Symmetrics Group was tasked with energizing the sales force, and presenting the internal brand sales case in a compelling, eye-catching format.
Symmetrics Group Approach
Symmetrics Group worked with the client on the following items:
- Value Proposition: Symmetrics Group collaborated with the brand, key salespeople, and customer/ consumer insights team on identifying the value that the brand specifically offered to business travel buyers, as well as the business travelers themselves. Using these resources, we developed an internal value proposition around a core theme that emerged from the research.
- Sales Messaging: Knowing that we needed to engage multiple audiences, Symmetrics Group crafted messaging around the hotel brand that would apply to both audiences. After developing the components of the story, we worked with an interactive agency to script and create three internal selling videos to energize the field and heighten awareness of the brand’s key value to the core customer – travel buyers – and their own internal customer – business travelers.
The resulting sales videos aired at the annual Sales Conference for key global sales leaders to view. The internal value proposition centered on a theme that was unique to brand. Salespeople felt confident that no competitors could make the same argument for their properties. Moreover, the reinvigorated selling story energized the field to take pride in one of the world’s most beloved and trusted brands.
- “I am going to proudly promote this – it is so exciting! Great job to you and your team.” – Sales Performance Director, Canada
- “I liked these videos because they’re succinct and give us key talking points.” – Regional Sales Director, Americas