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Harvey Chipkin

Member since November 2010 Contact Harvey

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

Articles by Harvey All articles by Harvey

  • Dealing With The Dizzying Device Dilemma in Marketing: Travel on 03/16/2015

    It's challenging enough that consumers visit multiple sites when they plan and book travel so that a marketer has to wade through the data and figure out the patterns that make it more productive to target and retarget. But now that there are seismic device shifts as more time is spent on mobile and tablets, marketers have to figure out what they're doing on what device - and put it all together.

  • Packaged Tours Brought To Life in Marketing: Travel on 02/16/2015

    With "experience" and "local" the two most-used words in marketing travel these days, it might be a good idea to check out what the U.S. Tour Operators Association (USTOA) is doing to bring local experiences to the attention of travel agents and consumers. Because, while hotels, cruise lines and other suppliers might talk about local experiences, the entire purpose of a tour is to collect them..

  • Getting Sold On Twitter Selling in Marketing: Travel on 01/19/2015

    When Kinko's started in 1990, the idea of a social media network like Twitter would have been pure sci-fi. And there are some skeptics who believe that using social media for marketing remains somewhat of a sci-fi-like mystery, but Bernard Perrine, who co-founded the office services giant (later sold to FedEx) believes that Twitter can be used as a productive marketing tool.

  • Sharing Gives Marketers More Mileage in Marketing: Travel on 12/15/2014

    'Tis the season of sharing and a good time to talk about the importance of having your marketing messages shared on social media. A timely gift comes from the folks at ShareThis, a company that tracks and analyzes social media sharing. Their research shows that travel, not surprisingly, is a highly shared subject, and they have some interesting numbers to share, including:

  • Surmounting Serial Branding in Marketing: Travel on 11/17/2014

    Nobody wants to be a serial hotel brander but sometimes it just happens because of economic reasons or the decision of a new owner. A brand is a promise to deliver on a set of standards but what happens if a hotel or resort shuffles through multiple brands in a short time? How does the public - or travel planners - keep up with that kind of change?

  • Hotels Are In The 'Hood in Marketing: Travel on 10/20/2014

    Every hotel and hotel brand now realizes that an important goal is not only to be a base for exploring the destination in which they're located, but to really be the guest's guide to the area - in any way possible. The reasons are many: associating the property with the destination; creating a stronger relationship with the guest; and building up the destination so people will travel there and perhaps stay at the hotel.

  • Data, Meet Strategy  in Marketing: Travel on 09/15/2014

    The hotel business used to be about location, location, location. Now it's about data, data, data. Unlike location, however, data alone might not ensure success. A strategy has to go along with it. That's the position of Michael Wilson, senior director of product strategy for Webtrends, a 20-year-old company that was early in the data game "You won't be collecting the right data if you don't have a strategy for using that data," said Wilson. "Once you have a strategy, you can use the data to optimize customer experiences. If you don't have the expertise to use data correctly then find someone who does."

  • 'Hubbing' Social Media in Marketing: Travel on 08/18/2014

    Social media has become a bit like Old MacDonald and his farm - with a Facebook posting here and an Instagram photo there, here a tweet, there a tweet...

  • Hyatt Control Room Takes Social To A New Level in Marketing: Travel on 07/21/2014

    Picture a room in Omaha with Hyatt associates looking at screens filled with social media home pages, with a focus on Twitter. In shifts, they watch 24/7 to see what guests, past guests and potential guests are saying to each other, to Hyatt and to their friends and family about their experiences with or opinions of Hyatt hotels.

  • Millennial Mysteries in Marketing: Travel on 06/16/2014

    As the Hollywood screenwriter William Goldman famously said, "Nobody knows nothing." He was talking about nobody knowing how well a movie will do once it's released. But the same may go for any kind of hard data on Millennials - despite their being the most-studied group since, well, Baby Boomers.

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