REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Good Inn Tension On a recent business trip to St. Louis, I experienced a hotel marketing idea with a mixed message. As my taxi arrived at the upscale inn, two handsome men in uniform greeted me at the door and offered to help me with my bags. Check in was quick, and I was impressed and pleased with the room accommodations. There was even a small, carefully packaged pink satchel on the bed stuffed with things for me to use during my stay. As I pored through the contents of the satchel—earplugs, scented spray, eye mask—I became uneasy. Would my room be noisy, smelly, and too bright? I’m sure the hotel had expected me to feel pampered, but their pretty pink satchel made me feel apprehensive instead. The lesson learned? Good intentions are not enough. Put yourself in the shoes of your audience. It’s an easy way to test whether or not you’re sending out mixed messages.

Contributed by Brenda

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