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Harvey Chipkin

Member since November 2010Contact Harvey

  • Freelance writer Harvey Chipkin
  • 71 Carteret Street
  • Bloomfield New Jersey
  • 07003 USA

Articles by Harvey All articles by Harvey

  • Saturday Morning TV: Carnival - Not Cartoons in Marketing: Travel on 11/21/2016

    TV is the thing this year TV is the thing this year Radio was great but it's out of date TV is the thing this year. Those lyrics are from a 1953 Dinah Washington song (warning: it's rich in double entendre) and, guess what, for all the digital frenzy, TV is sometimes still the thing for travel marketers who see the medium as a tool that can be incomparably powerful in the right situations.

  • Message Therapy in Marketing: Travel on 10/17/2016

    In the 1960's, Marshall McLuhan, a philosopher and public intellectual, famously said, "The medium is the message" - meaning it is the media platform itself that is most important - not the content of what the medium is delivering.

  • Three Cheers For The Red, Blue - And Neutral in Marketing: Travel on 09/19/2016

    Once again, a Washington hotel proves it's possible to capitalize on political excitement without upsetting potential customers. As was the case with The Jefferson hotel pushing a puppy for president (see my column), the equally venerable Mayflower Hotel (part of Marriott's Autograph Collection) launched a campaign earlier this year positioning itself as the city's "official bi-partisan" hotel. Upon check-in, guests are asked to select a red or blue guest room key card, signifying #TheMayflowerVote. - and triggering an informal straw poll. Of course, any guests who aren't interested in being polled can simply request a standard room key.

  • Pet Peeve: Pet Programs in Marketing: Travel on 08/15/2016

    Pet peeve: pet programs and other examples of marketing me-tooism. It's impossible to count how many hotels and hotel brands in the past 10-15 years have issued press releases about their pet programs. They inevitably have cutesy names - usually involving a tired pun; and they might include something "creative" like a monogrammed collar.

  • A Puppy For President? in Marketing: Travel on 07/18/2016

    Ordinarily, it would not be wise for a hotel brand to get political - why alienate a large minority of your customers? But during an election season with so much focus on the news, there are ways to tap into the interest without taking sides.

  • Maximizing TV + Video in Marketing: Travel on 06/20/2016

    For marketers, it's all about the screen now. And while so much focus is on video, there is still power in television - and more power in maximizing campaigns that combine video with TV. The trick, as with all new media, is to do it right and there are multiple companies claiming that they hold the key.

  • Goodbye, Front Desk in Marketing: Travel on 05/16/2016

    It's becoming clear that one consequence of the mobile revolution is that marketers have come to realize that good marketing can mean less human interaction in some cases. And it is typically those situations where human interaction is perceived as a negative in developing product or brand loyalty.

  • When Doing It Right Goes Wrong in Marketing: Travel on 04/18/2016

    It's no surprise that sometimes you can do all the right things and then everything goes wrong. On the other hand, sometimes you do something whimsical and wild -and it falls beautifully in place.

  • Is Backwards The New Forward? in Marketing: Travel on 03/21/2016

    A couple of really big players recently made news with tools to help travelers plan their vacations - not only streamlining the process but providing inspiration. Google made a splash with its "Destinations," which aims to make travel planning easier. It's a mobile tool where a traveler enters the name of a country into a Google search on a phone along with the word "destinations." That brings up a series of suggested towns and cities. In just a few clicks travelers can gauge a trip's average cost with at-a-glance hotel and flight prices. Google can then take web users directly to the relevant reservation pages where travelers can also enter their interests to find suitable options.

  • The Art Of Persuasion Goes High Tech in Marketing: Travel on 02/15/2016

    What makes travelers book? In the face of cascading technology, that question remains the central one. As a result, e-commerce solutions continue to emerge that aim to answer it as well as is non-humanly possible. As examples of these tools, consider two companies: one that uses language to persuade travelers; and another that sees peer group encouragement as the key to generating bookings.

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