If your marketing isn't any different that anyone else's, why bother? It will get lost in the noise. No one will hear it because it won't be remarkable.
Case in point: Trivago. They are a web site that shows you the best prices for hotels.
Add them to the list! There are many others just like them. All they're doing it spending hundreds of thousands of dollars on advertising... which is the equivalent of trying to yell as loudly as everyone else. All the other travel sites are guilty of the same.
Then hotels.com got my attention (via FastCompany).
They decided that Americans need more vacation! They noticed that the US is the only developed nation without any guaranteed paid vacation days so they launched a campaign to get that changed.
No other travel site has done anything like that.
If you have a discount travel site, you can spend piles of money on advertising garden gnomes all over the place... or you can think of something that stands out from the noise, like The Vacation Equality Project, and win.
Well done hotels.com.
Do you agree? Is this unique enough to make a dent in the travel advertising space?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!