Luxury in Santa Barbara

Irvine, CA, December 20, 2011 – HyperDisk Marketing is pleased to announce a partnership with Bacara Resort in Santa Barbara, CA. HyperDisk  Marketing is the nation’s most experienced digital marketing agency specialized in hospitality, and has been selected to expand Bacara Resort’s brand and elevate its online presence in the luxury resort market.

HyperDisk  will redevelop Bacara Resort’s website (http://bacararesort.com) to reflect the luxury and laid-back elegance of the resort while delivering the cutting-edge technology and experience that today’s consumers want and expect. Innovations will include HyperDisk’s exclusive and customizable eBrochure, which allows meeting professionals, wedding planners, and leisure guests to create a custom brochure and email it directly from the website to their stakeholders. The brochure arrives as either a PDF or link that in itself is a mini-website delivering only the most pertinent information, pictures, and options relevant to that particular audience. Not only are eBrochures highly personalized, they are green-friendly by reducing carbon emissions, paper and paper waste, and help to limit the use of toxic ink products.

“Selecting HyperDisk was an easy choice for us. They are clearly the subject matter experts for hospitality marketing and most especially, the luxury and ultra-luxury segment in which we operate,” said Barry Caplan, Bacara Resort.

In addition to the new website, HyperDisk will develop and implement a strategic plan that involves multi-layer SEO components, online advertising, portal linking, social media, and reputation monitoring. A mobile website will deliver immediate availability and ease of booking from all mobile devices. “It is our goal to not only gain additional exposure and bookings for Bacara, but to completely dominate the digital landscape regarding luxury accommodations and recreation in the Santa Barbara area and in the luxury segment in general,” stated HyperDisk President Steven Seghers.

HyperDisk has been an innovative marketing agency from its beginnings in 1994, and will be employing advanced techniques for increasing Bacara Resort’s exposure and distribution. One particularly exciting avenue is the utilization of semantic markup ontology as prescribed by Schema.org, the partnership of Google, Bing, and Yahoo.

Resources:

BACARA RESORT & SPA

8301 Hollister Avenue

Santa Barbara, California 93117

http://bacararesort.com

805.968.0100

YouTube: http://www.youtube.com/watch?v=ZyhvZ9zYZtI&feature=related

News: http://www.mydesert.com/article/20111218/LIFESTYLES08/112170331/A-feast-film-comes-coast

Reviews: http://www.tripadvisor.com/Hotel_Review-g32438-d169676-Reviews-Bacara_Resort_and_Spa-Goleta_California.html

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Higher Income Consumers Seek Trail Blazers

Are you scratching your head on how to target and communicate with wealthier consumers? Frustrated by your attempts to create pathways to your door for them? I feel it is because many marketers simply follow a well established trail. Face it, were you one of the first ones with a Twitter account? How long was it before you established a brand presence on Facebook (that is if you have already done so?) Do you have your own YouTube Channel? What is your strategy and plan for iPads and other tablet computing solutions? Do you have a mobile strategy? The following data indicates why you MUST be a trail blazer if you want access the more affluent consumers and keep them as loyal customers.

People access and use the Internet and technology differently according to their economic status.  Those in higher-income households are different from other Americans in their tech ownership and use.

Analysis of several recent surveys conducted by the Pew Research Center’s Internet & American Life Projects finds that there are key differences between those who live in households making $75,000 or more relative to those in lower-income households.

Some 95% of Americans who live in households earning $75,000 or more a year use the internet at least occasionally, compared with 70% of those living in households earning less than $75,000.

If you are an upscale or luxury hotel for example, and want to reach the upper income households you should have a multi-channel approach focused on a variety of technology and communication platforms in order to have the most exposure and branding opportunities with these groups.

• 79% of those living in households earning $75,000 or more own desktop computers, compared with 55% of those living in less well-off homes.
• 79% of those living in higher-income households own laptops, compared with 47% of those living in less well-off homes.
• 70% of those living in higher-income households own iPods or other MP3 players, compared with 42% of those living in less well-off homes.
• 54% of those living in higher-income households own game consoles, compared with 41% of those living in less well-off homes.
• 12% of those living in higher-income households own e-book readers such as Kindles, compared with 3% of those living in less well-off homes.
• 9% of those living in higher-income households own tablet computers such as iPads, compared with 3% of those living in less well-off homes.

Notice that the higher the income, the trend toward early adoption of new technology. To capture market share, it is important to experiment early and push the technology envelope. You must be innovative and willing to be an instigator. Blaze a new trail for your future customers to follow.

Brand Title Kills Video Views

You post videos on YouTube to gain exposure and build your brand. It is the thing to do, right? Video garners the most attention and searches according to the statistics.  So why aren’t you videos being viewed a gamillion times and becoming more viral than the Swine Flu? It could be the title you gave it.

This video has been viewed 977 times with the title “HSMAI’s Affordable Meetings“

While this video has been viewed 24,121 times with the title “Golf Tip – The Dreaded 3 Foot Putt”

Both provide valuable and useful information and both promote a brand. The first, however, tries to use the brand to draw attention to the video. The problem is, not that many people are interested in the brand or even know about it. The second one, uses a very clever title, and one in which many golfers can relate, to draw interest while subtly promoting the brand which is the PGA National Resort and Spa.

So when you use video, and you most definitely should, be careful to not the let brand dictate the title. Be clever and interesting in your title just as you would any type of copy-writing.