Integrated Marketing Communication for Hilton Manchester Deansgate

This report analyses the various aspects of integrated marketing tools for Hilton Manchester Deansgate, including evaluation and identification of tools, channels, methods, and communication situations. It also discusses the designing of communication objectives and selection of communication objectives, social media marketing, channels for content marketing, and critical analysis of an integrated plan for marketing communication.

Integrated Marketing
Communication

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The integrated marketing communications is defined as the essential tool for the organizations
which are required for promotion of brands among the various users or customers. These
organizations are always searching ways to improve their market presence along with their
wealth, through proper allocation of the funds (Cesareo, Pastore and Kitchen, 2022). To
understand the concept of integrated marketing communications, the process of brand
communication must be examined beforehand. In this report the various aspects of integrated
marketing tools are analysed and executed for Hilton Manchester Deansgate, which is situated in
United Kingdom, Manchester. The hotel is constructed within the skyscraper of 47 storeys, along
with the four-star rating. Furthermore, the report analysis the techniques which are related to the
communication and collaboration, while keeping in mind the industry conditions which may
affect the company adversely. The communication objectives should be delivered in an
appropriate manner throughout the departments and at all levels. Moreover, the different types of
communication procedures together with the reference of underlying strategies, relevant choices
and creativity which could be implemented by the individuals.
TASK
Evaluation and Identification of the tools, channels, methods and communication situations
In today's market, there are various marketing tools that organizations employ to achieve their
desired goals and objectives. Today's marketing communication tools are diverse, including
direct mail, promotions, branding, social media, and print. It is used by organizations for the
purpose of promoting their brand in their target market. Today's market has become so dynamic
and innovative that various trends and emerging methods and marketing tools have been adopted
to stay in the market for the long term. We employ a variety of tools, techniques, channels and
methods used in the market communication context we describe.
The tools implemented by Holiday Inn are described below.
• Social Media Marketing: This helps organizations connect with customers, build a strong
brand image, and increase sales in their target markets (Chandiok and Sharma, 2020). This
allows them to create their own social media website and gain a foothold in a large market.
Social media platforms are seen as one of the essential tools for gaining a market position, and
through this hotel you can promote your products and services in a large market. In the context

of Holiday Inn, social media marketing can be handled by the company, attracting large numbers
of customers and those who travel far and need a hotel to stay.
• Advertising: This refers to marketing tools that are publicly announced or communicated to
attract the attention of a large number of customers. Through advertising, the company can
secure higher revenues as well as the sales achieved through branding (del Barrio-Garcia,
Alcántara-Pilar and Crespo-Almendros, 2019). This method allows you to do display advertising,
mobile advertising and video advertising. Holiday Inn Hotels can use different advertising media
and persuade customers in this way, depending on the products and services. This also helps the
company attract customers to its brand.
Various marketing tools and methods are as follows:
 Customer Relationship Management – The various policies, procedures, strategies and
technologies followed by the company are often used to manage and analyse the
consumer behaviour throughout the lifecycle of the product which is provided by the
hotel. The marketing procedure is often concentrated on providing consumers with the
positive side of the product in an attractive and engaging manner. Through this process
the consumers can be retained and a significant sales growth can be achieved, by the
hotel.
 Online Advertising – The platforms and websites which are used to help any kind of
organization in marketing and advertising procedures are often referred to as the online
tools and techniques which improves the revenue of the company and builds the image or
brand of the product or service which the company sales. Furthermore, the method is
considered as the most effective and efficient tool for increasing the consumer base and
establishing Hilton Manchester Deansgate worldwide. Various individuals are appointed
by the management to integrate the rules with the policies, such as the influencers,
content writers, bloggers and other similar individuals (George, 2021).
Channels used for Marketing Communications:
 Billboards – The large boards, used outdoors for the advertising, are often referred to as
the Billboards, which acts as the marketing communication tool for helping various
companies in providing an idea or overview to the consumers about their products and
services. These hoardings are extremely beneficial for attracting the masses and making

them aware about the product or service which the hotel offers, along with a brief
overview about the Hilton Manchester Deansgate itself.
 Telemarketing – This technique is often referred to as the direct marketing tool, which is
used by communicating the features about the product or service through the internet or
telephone. The telemarketing processes are of different kinds such as the outbound and
inbound calls that will aid the hotel in developing their brand image along with the
consumer base for keeping the organization’s growth rate consistent. Furthermore, the
telemarketing techniques also help connect with the customers directly and understand
their need and wants. (Gil and Ritchie, 2018)
Critical analysis of the integration of marketing channels in hospitality business and
implementation of marketing models
The above analysis and evaluation of the utilization of the resources and the examination of the
performance of the firm, through integrated channels used for communications, has been adopted
for attracting the large number of consumers, who will improve the financial position of the
hotel, while assessing the need and wants of the target consumers in the market where the hotel
is processing. Furthermore, the company should implement and execute the procedures which
are effective in online marketing, social media platforms and channelling the efforts of the
employees for the same purpose through proper planning and procedures developed. This helps
the company in assessing the interest of individuals together with the conditions related to the
dynamic market, and the path for application of resources optimally.
TASK 2
Designing of the communication objectives and selection of the communication objectives
The communication objectives are defined as the long term goals which the organization have
drafted to help propose a plan to effectively utilize the resources of the company, which are
characterized as human or natural resources. The marketing objectives which are set up by the
hotel can help them in assessing the behaviour of the consumers and henceforth help them in
creating better prospects for the running of the business or keeping up with the concept of going
concern. The priority of the hotel should be to gain competitive advantage in the cut-throat
competition of the industry, whose major advantage is the traffic of consumers (Hopens, 2019).

To help the organization achieve profitability for the long run, following aspects should be
considered:
 Communicate – In case of Hilton Hotel, the communication objective should be to
provide the customers with accurate and relevant information about the product and
services which they are providing in the course of the business. Furthermore, the after-
sales services which should be given by the management, should also be effectively
administrated for better results and creation of a strong consumer base. The company
should concentrate on increasing or building the goodwill of the company.
 Compete – The competition in the market related to hospitality industry is extremely
tense and henceforth requires the company to address the same, through effective
planning and management of the resources. In this manner, the hotel can create
favourable situations for itself, along with the ideas to mitigate effects of the competitive
industry.
 Convince – The major task for any type of organization is to make the consumer believe
that their services are the topmost and they will not be able to get a better deal than that,
in the market. In this manner, the organization can increase the retention rate of the
consumers, through convincing them about the products and services produced by the
company. This procedure should be seamless and any kind malpractices or fraudulent
activities should be looked out for, to not create negative situations for the individuals
appointed with the hotel along with the consumers themselves.
Social Media Marketing and Channels for content marketing
Social media is often used by any type of organization to help create their brand name and
goodwill among the consumers, who tend to concentrate or use the social media platforms more
often than any other technological tool. The social media acts as the bridge which removes the
gap between consumers and organizations looking to establish themselves in the consumer goods
industry. The Hilton hotel, in this case, should manage their procedures according to the current
market conditions and practices, such as the online marketing techniques. The management of
the hotel can easily establish themselves in the global market if they hire relevant and trained
individuals to do the job, such as social media influencers, bloggers and other similar
professionals.
Justifications

In the current era, many of the individuals or most of the population is engaged on the social
media platforms, where they search for the desired products and services. If the Hilton Hotel,
uses this opportunity to integrate these platforms in their business, then their profits and wealth
will be drastically and positively impacted (Hopens, 2019). They may search for large number of
consumers who in turn are focusing on finding the right type of service or product for
themselves, in the hospitality industry. This will save up the managements time and efforts of the
employees who are engaged offline in finding the right market and the right consumer base.
SMART Objectives
Objective Specific Measurable Achievable Relevant Time Bound
The
organization
concentrates
more on the
events which
help in
ensuring
higher
profitability
for the
company
along with the
various
meeting
hosted by the
management.
The objective
which is
specific to the
hotel, such as
the goal to
create image
of the
organization
or in other
words, to help
them build
their brand or
the unique
selling
proposition.
The growth
prospects in
the
organization
are measured
by the events
which are
launched in
the course of
the business
for attracting
the target
audience.
They are often
conducted
offline by the
hotel.
By adoption of
the necessary
process and
tools which
related to the
marketing
procedure, the
hotel can
achieve a
better position
in the industry
while
maximizing its
wealth.
The various
rules which
are to be
achieved by
the hotel, can
be assisted by
the company
through
organizing and
directing
events of the
hotel, which in
turn will aid in
achieving
goals.
The time limit
is 1 year.
(Reindrawati,
Suriani and
Asmorowati,
2019)
The respective
hotel requires
to emphasis on
all guests and
The foremost
purpose is to
observe more
the activities
Through
identification
and evaluation
of total sales
It is the easiest
way that
provide help
in
It supports in
enhancing the
organisational
performance
The time limit
is 9 months for
this.

global visitors
through
providing
them their best
services.
of global
visitors or
tourists for
growth of the
hotel.
in specific
year of the
hotel needs to
be measured
timely.
accomplishing
the desired
goals through
attracting a
huge number
of potential
customers by
offering them
the best
facilities of
hotel.
as well as
sales that also
indicated
increase in the
number of
customers.
Evaluation of the application of communication aims regarding the marketing mix of
communication and objectives of hospitality business
It can be said and appreciated that communicating is very impressive for structure a good brand
icon and competing with challenger. It also helps businesses persuade their target customers to
purchase their trade good and services. Companies may also employ various marketing tools and
techniques, such as social media, direct marketing, and email, to help achieve organizational
goals and objectives. An effective marketing strategy allows Hilton Manchester Deansgate to use
its resources appropriately and effectively, thus increasing the value of its products and services.
This helps each company improve its customer base and customer occurrence. In doing so, needs
and demands can be addressed, and communication goals also help achieve business
organizational goals. (Koba, 2020)
Design and produce the suitable content for accomplishing objectives of communication channel
It is very important for a company to have the right content to promote its products and
services. Creating the right content can attract more customers and help your business achieve
higher revenue and growth. With respect to Hilton Manchester Deansgates, the following points
should be considered:
 Create Effective Content – It is very important for companies to employ effective
content for their business to run smoothly. has a content writing department. This allowed

the hotel to create effective content to attract more customers. Creative content also helps
companies focus on their customers, leading to increased revenue.
 Cover all the details – The content your organization produces should include all
information and details about the products and services you offer your customers. The
language used in your content should be easy for your audience to understand. Hilton
Manchester Deansgate needs to ensure that internal discussions are held so that
appropriate strategies and plans can be developed. (Šerić and Gil-Saura, 2021)
 Change Logo – The logo adopted by your organization should be easily understood and
identifiable by your customers. Customers must be able to recognize your brand name. If
the marks are not correct, you should make changes. Do not change the logo regularly as
it may reduce goodwill. The company must also adopt the company logo trademark.
The critical analysis and evaluation of an integrated plan for marketing communication
regarding the strategy for better communication, choices of channels and creative content
Integrated marketing communications refers to the process by which strategies can be gathered
and promotional marketing functions can be executed. This allows consumers to receive brand-
relevant messages and help them make decisions. Integrated Marketing Communications is
considered an integrated marketing communications technique that can target Hilton Manchester
Deansgate hotel customers. (Pike, 2022)
Changes in various marketing communication methods- Organisation can do this to select
your audience, provide information, gather facts, and investigate customer issues. This step
includes:
 Social Media Marketing - This element helps Hilton Manchester Deansgate develop and
create a superior brand in the marketplace. This allows companies to stay connected with
their customers and build relationships with customers who are already associated with
the hotel. With so many people using social media platforms these days, it could be a
great opportunity for Hilton Manchester Deansgate to reach a large audience.
 Content Marketing – Through these various premium content organizations can
leverage online content, blog content and video marketing. This helps Hilton Manchester
Deansgate understand their customers' preferences and needs, which helps them gain a
competitive advantage. It also guides organizations to formulate appropriate strategies.

 Email Marketing – Email marketing is considered one of the most cost-effective and
time-saving marketing communication tools. This allows customers to have all the
information and updates from the company. However, this process is not always
associated with creating new customers. This marketing process will always help you
stay connected with your existing customers. Email marketing enables Hilton Manchester
Deansgate to provide consumers with the right information and the right content to drive
growth.
Create a marketing communications plan – The next step in your marketing communications
plan is to create a plan of comprehensive marketing initiatives.
 Target Audience – This step examines the consumers to whom you apply your
marketing techniques. For example, if the target consumer is younger, Hilton Manchester
Deansgate can employ social media platforms such as Facebook and WhatsApp. Each
individual has different perspectives and needs, and so do the channels organizations use
to reach their consumers.
 Content – Second, consumers can associate with hotels through content. For example,
content could be downloads, top of funnels, newsletter subscriptions, etc.
 Cadence - Finally, the hotel is made aware of the procedure by which the customer
receives information at this step. Marketing automation programs can help collect data.
For example, a Hotel Hub spot can see how often customers use information sent by
Hilton Manchester Deansgate hotels. (Nunkoo, Gursoy and Ramkissoon, 2021)
Understand the customer's decision-making process - In this process, the hotel needs to
ensure that the user cares more than other competitors (other hotels).
 Awareness Stage – Understand consumer issues and resolve them as quickly as possible.
 Consideration phase – At this phase, hotels should consider new tools and new
frameworks for measuring consumer issues.
 Decision-Making Phase - Choose the best strategies and approaches to make decisions
effectively and efficiently.
Implementation of marketing plan
 Calendar – This helps hotels track the content they share with their customers at the
right time and place. It also helps in the organization's decision-making process.

 Automation Software – This software program is related to CRM. This software
program helps businesses ascertain total sales by gathering information from various
channels.
 Analytics – Hotels need to monitor customer potential and get clarity on results so they
can focus on Hilton Manchester Deansgate hotel performance.
Critique and review of success of monitoring impact of integrated marketing communication
plan
We aim to improve the brand image in the target market through various means of
communication, both online and offline. Integrated marketing plays a major role in developing a
great brand his image and generating more sales. As appreciated by the Hilton Manchester
Deansgate management, they like to respond to their customers' wants and needs. KPIs are
indicators that measure the effectiveness of a company in achieving its goals. In the Hilton
Manchester Deansgate context, it measures the company's actual and desired performance. This
allows the company to focus on the overall operation of the business.
CONCLUSION
The conclusion can be drawn from the above report, that effective marketing services in
the hospitality industry needs marketers to attain strong knowledge and understanding of the
variance among marketing of commodities or services. Successful business organisations uses
marketing research tools to know the taste, behaviour and preferences of their targeted customers
(Mostafa and Mohammed, 2022). With the support of strategic planning process, company can
develop their marketing orientation that is specifically designed for identifying the needs and
wants of consumers along with along with triggering their values while chasing the
organisational goals and objectives. All operations are designed in order to provide support
integrated marketing communication in the whole management among all departments.

REFERENCES
Books and Journals
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anMikulić, 2020) (Wang and Sirakaya-Turk, 2018) (Williams, 2020)