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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

  • 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.

  • Booking Made Simple; Should Marketing Be Next? in Marketing: Travel on 01/18/2016

    You've seen all the statistics about how many websites consumers visit before booking a trip - 5, 10, 15 - Expedia, Kayak, TripAdvisor, Booking.com, etc. One result has been a resurgence in the use of travel agents in recent years, including among millennials.

  • Go Global - Gradually in Marketing: Travel on 11/16/2015

    Marketing globally is an ambitious and potentially rewarding goal, but it's easier said than done. How do you market to people in all those countries where laws are different in every location and the nuances of targeting audiences would be challenging to a local marketer, not to mention one reaching out from the U.S.

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