Luxury B2B Marketing Lessons from the Ritz-Carlton
Let’s imagine that you and your family are taking a road trip in the family van when suddenly the gas light pops on. As you veer off the nearest exit, there are two gas stations across the road from each other. One is a Pilot station with a rather spacious and well-lit convenience store while the other is a dilapidated gas station that looks like it hasn’t been cleaned in years. Unless there’s a massive price difference per gallon, I can guarantee you’re going to bring your family to the Pilot.
Why? Because brand image is the number one factor that drives business. Since brand image is so important, it’s crucial for you to cut through the clutter and differentiate your brand as an organization that is truly relevant to consumer needs. If you want to improve B2B conversion rates and avoid being seen as a dilapidated gas station, it’s crucial to strategically model your public image. What better example of this than the Ritz-Carlton?
For over a century, the Ritz-Carlton Hotel has defined itself as the standard for quality and luxury in the hotel industry. While the ritzy Ritz-Carlton is flush with grandiose chandeliers and staircases, it’s the customer service and brand differentiation that’s given the hotel its staying power. By implementing pizazz into your marketing strategy, you’ll give your business a more powerful presence in the real context of B2B relations.
- The Ritz-Carlton Understands the Value of Every Employee. If you’ve ever held a job where you didn’t feel appreciated, you understand how frustrating it can be. Heck, you probably didn’t care about the company, right? Well, the Ritz-Carlton avoids this pitfall by valuing every employee. By empowering the employee, the hotel creates a staff that is passionate about the hotel, its services, and its success. Furthermore, happier employees mean happier guests. In fact, the Ritz-Carlton has empowered employees so much that they have the ability to spend up to $2,000 to ensure guests have an enjoyable stay without seeking permission from management.
- The Ritz-Carlton Defines its Brand. If you want to improve the public image of your brand, then what better way is there to do so than by defining it yourself? The Ritz-Carlton does this by telling stories about the hotel through its online content strategy. Their Stories that Stay with You page elaborates on ways in which their employees and the greater hotel have gone out of their way to ensure a great stay for guests. The Ritz-Carlton is excellent at not only framing their stories, but in behaving in such a way – providing great customer service at every level – that great stories happen.
- The Ritz-Carlton Abides By its Standards. Forget unwritten rules or laws. The Ritz has 12 Service Values that are etched into every employee’s memory. By requiring that everyone on the payroll memorize the company’s golden standards, the Ritz showcases the fact that they are genuinely passionate about their standards and commitment to customer service. Likewise, be sure to establish internal and external standards for your brand and hold your entire team accountable to them to ensure an incredible customer experience!
(Image Credit: © metsafile – Fotolia.com)