Marketing for B2B: Technology 4 Hotels HM Magazine Campaign Driving Innovative Solutions for the Hospitality Industry
- The Change Starter
- Aug 4
- 5 min read
Transforming the Hotel Industry with Cutting-Edge B2B Products and Services through Expert Marketing for B2B
Technology 4 Hotels are a key player in providing technology solutions for the hotel industry, shaping the future of hotels in driving exceptional guest experience.
With their years of experience in the hospitality and hotel industry, Technology 4
Hotels understands the crucial role technology can play in enabling frontline staff to focus on face-to-face conversations, shaping a more highly engaged guest experience.
To boost awareness of their extensive range of tech solutions, we developed a strategic marketing for B2B campaign in partnership with a renowned industry publisher that reaches key decision-makers across Australia, New Zealand, the South Pacific, and parts of South East Asia. As a trusted partner to the hotel industry, Technology 4 Hotels is committed to empowering hotels with the tools and knowledge they need to succeed in an increasingly competitive landscape. Our campaign invited readers to join Technology 4 Hotels on this exciting journey as they redefined the guest experience and set new standards for excellence in the hotel industry.
Marketing for B2B Objectives
Technology 4 Hotels engaged The Change Starter to elevate their brand awareness and premium perception among hotel GMs, executives, and operators.
Through a powerful marketing for B2B media collaboration, we aimed to showcase how Technology 4 Hotels’ cutting-edge technology can revolutionise the way hotels operate and engage with their guests.
Our goal was to position Technology 4 Hotels as a premium brand that could help hotels unlock the full potential of their guest experience through cutting-edge technology.
Additionally, we wanted to emphasise Technology 4 Hotels’ commitment to ongoing support and collaboration and remind hotel leaders that Technology 4 Hotels was not just a technology provider, but a trusted partner invested in their long-term success, an approach central to effective marketing for B2B strategies.
Marketing for B2B Strategy
When marketing for B2B, it's critical to take a highly targeted approach to reach such a specific audience. Rather than developing the targeting through general media platforms like Google or LinkedIn, we sought to work with a trade media publisher who already has the audience, readership and traffic to their platform.
After extensive research and discussions to determine the most suitable publisher, we partnered with Hotel Management (HM) Magazine to develop a comprehensive marketing for B2B media plan.
With such an extensive range of products and SaaS services on offer within Technology 4 Hotels’ remit, we need media placements that would enable us to put over in-depth messaging to educate hoteliers on how technology can help hotels enhance and maintain their guest experience through upgrades to existing technology and the addition of new solutions.
We placed sponsored content in both print and digital at the core of our marketing for B2B plan, supported by run-of-site banner ad placements and page takeovers to amplify the brand’s reach.
The content would enable us to highlight Technology 4 Hotels' comprehensive suite of solutions tailored to each touchpoint along the guest experience journey. This would take readers from check-in kiosks and robots to in-room ordering, through to added services like newspaper subscriptions and back of house operational software to keep housekeeping and cleaning on track.
Throughout the campaign, we strategically guided readers to the Technology 4 Hotels website, where they could explore the company's comprehensive range of marketing for B2B products and services in greater depth. By making it easy for potential clients to find and engage with Technology 4 Hotels, we helped to generate high-quality leads and foster meaningful connections between the brand and its target audience; key goals of effective marketing for B2B efforts.
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Deliverables
At The Change Starter, we understand the importance of creating a cohesive and impactful brand presence across all touchpoints. That's why we meticulously planned a set of deliverables designed to maximise Technology 4 Hotels’ visibility and engage their target audience effectively.
Working with HM's expert editorial team to ensure content resonated with the magazine's diverse readership, we crafted sponsored content exploring the shift to contactless technology, how technology can be used to enhance guest experience without compromising frontline staffing, and the role of tech in driving operational efficiency. This content appeared in both the print magazine and on the digital platform as part of a targeted marketing for B2B initiative.
To support and amplify the sponsored content, our team developed two distinct creative concepts, each with compelling CTAs. These concepts showcased the potential of Technology 4 Hotels’ innovative solutions with different approaches aimed at inspiring hoteliers to take action, key objectives of successful marketing for B2B campaigns.
With one concept chosen to progress, we ensured a seamless and immersive brand experience for the sponsored content with a comprehensive plan of media placements:
eDM Banner: We created an eye-catching email promo to capture the attention of HM’s subscribers to encourage them to read the sponsored content.
Page Takeover: Strategically designed left and right page skins created a visually engaging framework that impactfully surrounded the sponsored content on page leaving no doubt as to the brand leading the conversation.
Billboards, Leaderboards, Half Page Banners: Our team developed a range of banner ads including billboard, leaderboard, and mobile versions to gain run of site exposure of the brand, maintaining visual consistency with the email banners and sponsored content skins.
We also developed a compelling solus branded email campaign to HM’s extensive database that showcased the transformative power of innovative guest experience solutions. By highlighting real-world examples and success stories, we motivated hotel decision-makers to envision how Technology 4 Hotels could help them create unforgettable moments for their guests, setting their properties apart in an increasingly competitive market through targeted marketing for B2B efforts.
By crafting a visually appealing and informative eDM we positioned Technology 4 Hotels as the go-to technology partner for hotels seeking to revolutionise their guest experience and drive long-term success.
Creative Showcase
Outcomes
Our campaign successfully positioned Technology 4 Hotels as a thought leader in their industry. Through a carefully crafted campaign that showcased their unique insights and expertise, they were able to command attention in their industry's respected trade publication.
This exposure amplified their brand's reach and also solidified their credibility among their target audience. The campaign started their journey towards improved brand awareness and positioning them as the go-to resource for industry knowledge and solutions. In a highly competitive industry with low impetus for disruptive change, it is imperative to continuously drive brand awareness and remind industry leaders of the opportunities to be innovators in their field. As this campaign demonstrated, trade media is a powerful way to achieve this objective.
You Build The Solution &We’ll Help Hotels Discover It. | ||
Your product can transform hotel operations. But only if the right people know about it. Our proven marketing for B2B strategy gets hospitality tech in front of real decision-makers. Let’s talk about elevating your reach and results. | ||
The Change Starter® is a boutique marketing consultancy. We transform your marketing by creating and implementing a cohesive marketing strategy. We work as an outsourced marketing team for established businesses who are committed to growth. Book a FREE Consult to discover the next steps you can take to attract, engage and convert new customers.
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