trvago is a website that allows visitors to search and compare hotel prices read customer reviews and browse photos the company claims to be the world's largest hotel search engine and helps customers compare prices available in 250 booking sites chances are they can save money comparing multiple listings the idea behind this product is original and complicated that's why the firm's marketing team has run integrated marketing campaigns delivering the same message to customers our site allows you to save money when you book a hotel room TV ads show various steps of the process which helps customers gain an idea of how to use the product Billboards and Banners display an image of people who have booked rooms in the same hotel but at different prices this berlin-based firm also used radio ads that read travago does the work for you and compares prices of hundreds of websites so we can say trvago used an integrated marketing approach its promotional meth messages were consistent its promotional messages were consistent across all advertising channels and share the same objective these efforts helped the brand establish an online presence and introduce itself to Consumers across the world if the company hadn't done that millions of potential customers wouldn't have learned about its services as you probably guessed the fourth P we will examine now is promotion which is essentially the art of communicating a product's benefits to customers and convincing them to acquire the product once or ideally a repeated number of times we already know the three degrees of brand loyalty right awareness preference and insistence marketing communication revolves around the three customers must know a product exists once they do we need to convince them it is better than competitor products so they can develop a preference in the best case scenario customers who prefer the product will understand its features well which will develop informational awareness and that will make them able to explain its benefits to other customers continued purchasing of a product brand insistence is the goal of promotional communication it occurs when customers link a product with their own Lifestyle the feeling of personal connection turns repeated customers into raving fans in the next lesson we will talk about the five steps that precede the launch of a marketing campaign thanks for watching