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Hospitality marketing professionals who are struggling with messaging in the midst of a public health crisis should take heart: Everyone wants the same thing. In a recent interview, Marina MacDonald, CHDM, chief marketing officer for Red Roof Inn and chair of the HSMAI Americas Board of Directors, explained how.
What are the immediate priorities for hospitality marketing professionals in this climate?
Immediate priorities must be the protection, safety, and caring of guests, employees, and franchises and providing them with all of the continuous crucial information they need to take the necessary precautions and safety measures recommended by health officials and health organizations.
How does a company balance prioritizing its customers’ safety and protecting its brand?
They are one and the same. By prioritizing your customers’ safety, you are protecting your brand.
Should marketing people already be thinking about their post-coronavirus planning?
Marketing executives should already have in place a year-long marketing calendar which outlines plans and projects for the year. And marketing executives should also always have crisis and contingency plans, so they are well prepared for various unforeseen scenarios which we know happen. Protecting and defending the brand is our job. For those who haven’t put those plans in place, we suggest taking the time to develop those detailed plans right now.
For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.