Overview
This lecture explains Trivago's integrated marketing approach as an example of the "promotion" element in marketing, covering consistent messaging and the role of brand loyalty in promotion.
Trivago's Integrated Marketing Approach
- Trivago is a hotel search engine that compares prices from over 250 booking sites.
- The company claims to be the world's largest hotel search engine, helping users save money by comparing multiple listings.
- Trivago's marketing team ran integrated campaigns with a unified message: "You can save money booking hotels through Trivago."
- Advertising channels included TV ads (showing how to use the product), billboards/banners (showing different prices for the same hotel), and radio ads (stating Trivago compares hundreds of sites).
- Consistent promotional messages across all media channels established Trivago’s global online presence and introduced it to consumers.
The 4th P: Promotion
- Promotion is communicating a product’s benefits to persuade customers to try or keep buying it.
- Effective promotion aims to move customers through the three brand loyalty stages: awareness, preference, and insistence.
- First, customers must know the product exists (awareness).
- Next, they are convinced it is better than competitors (preference).
- Ideally, repeated purchases create a personal connection (insistence), turning customers into loyal fans.
Key Terms & Definitions
- Integrated Marketing — using multiple channels to deliver a consistent promotional message.
- Promotion — marketing activities that communicate a product’s value and persuade customers to buy.
- Brand Loyalty — levels of customer commitment: awareness, preference, and insistence.
- Informational Awareness — knowledge about a product’s features allowing customers to explain its benefits to others.
Action Items / Next Steps
- Prepare for the next lesson on the five steps before launching a marketing campaign.