How to succeed in spite of being bad?


	How to succeed in spite of being bad?

subbuu

6-16-2009 8:12 AM

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tags:

kesselkramer, hans brinker budget hotel, amsterdam

subbuu says:

Make virtue of your deficiencies and win. I can actually strike gold with this approach

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/f3794fea-0980-452b-b80f-3fc17eebd936/2140ECC3-A7DD-4C81-BC97-3A736D564BC5/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html" href="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html" style="font-size: 11px;">www.influentialmarketingblog.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html"><H3 class="entry-header">The Worst Hotel In The World</H3></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html"><div align="center"><img src="http://content6.clipmarks.com/blog_cache/rohitbhargava.typepad.com/img/D2552FFF-B841-4D1A-8154-EC4C5CAE02CB" alt="IMB_HansBrinker2" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html">Imagine for a moment if you were the marketing director in charge of a considerably seedy backpacker hotel in Amsterdam.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html"><STRONG>For <A target="_blank" href="http://www.hans-brinker.com/">Hans Brinker Budget Hotel</A> in Amsterdam, the right strategy was exactly the opposite: embrace their awfulness and talk about it honestly. </STRONG><SPAN></SPAN></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html"><SPAN>The solution, reasoned Hans Brinker's agency KesselsKramer, was to </SPAN><STRONG>lower expectations to a point where people could no longer be disappointed</STRONG><SPAN>. Thus the concept of the "</SPAN><A target="_blank" href="http://www.nationalpost.com/todays-paper/story.html?id=1586309">worst hotel in the world</A><SPAN>" was born.
</SPAN></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.influentialmarketingblog.com/weblog/2009/05/the-worst-hotel-in-the-world.html"><SPAN>The campaign has turned the property's biggest negative attribute into the only reason for people to stay. And it has worked, with a 42% increase in occupancy. Their success has even led to a </SPAN><A target="_blank" href="http://www.amazon.com/gp/product/1861543115?ie=UTF8&tag=influenmarket-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1861543115">newly launched book</A><SPAN>. What's the lesson in this for travel marketers?  </SPAN><STRONG><DIV>Sometimes being honest and giving people something to talk about is the only thing that really matters.</DIV></STRONG></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/2140ECC3-A7DD-4C81-BC97-3A736D564BC5/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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