March 25, 2021 – Our latest Martechify session features a conversation with martech leaders on how the hospitality and restaurant industries have been significantly disrupted throughout the COVID-19 pandemic. We discussed how organizations have shifted their marketing strategies to better leverage martech tools throughout the crisis, as well as how industries will plan for post-COVID recovery.
Martech experts — Holly Moreland, Director of Customer Engagement Platforms and Martech at Hilton, and Brandy Butler, National Director of Marketing at Jason’s Deli — shared how their organizations pivoted to meet customers’ demands during the COVID-19 pandemic.
National Director of Marketing at Jason’s Deli
Director of Customer Engagement Platforms and Martech at Hilton
The following framework illustrates how to approach an elevated martech strategy through an assessment of technological and organizational resources:
With the pandemic, the need for speed became pertinent in terms of utilizing your martech stack to keep up with the rapid pace of change in the current environment. Ensuring customers’ needs and demands are met with both speed and efficient despite reduced staff and resources.
Making crucial decisions on rightsizing and refocusing within the organizations to meet customers’ ever-changing demands. Keeping consistent communication with your customers while also sharing the most relevant information regarding updated safety regulations.
Planning for long-term sustainment and recovery in terms of:
Creating marketing communications which align with individualized locations to match current safety regulations and guidelines as well as property nuances.
Sending your marketing communications to the proper segment/audiences who are in the recovery process and ready to go back to business.
Maximizing marketing offerings to encourage a quick and purposeful bounce- back of business from targeted audiences.
Each expert discussed the ways their organizations pivoted when the pandemic hit and how they utilized their martech stack to stay connected with their customers. Here’s how they summed up their advice:
Butler: “In terms of our marketing, the pandemic and shift of business shined a light on how little data we had regarding our customers. It presented a huge problem and we realized how crippled we were in terms of data —– we did not know who our dine- in customers were and what their buying habits were. This business shift exposed a huge hole in our data that we needed to fill and gave us the opportunity to do so.”
Moreland: “The road to recovery for us means we are relying on our people, our processes, and our technology as we approach the return to travel. We needed to constantly check in on these components to make sure they are being optimized and utilized in a manner that supports our customer experience and us operationally.”
For more insights and takeaways from the session, watch the full recording here:
Martechify is all about continuous learning, and we can all learn from each other.
We created Martechify to be a growing and ongoing forum series with content that will evolve and build to bring additional value upon repeat attendance. We’ll be discussing how to better support the handoff between Marketing and Sales in our session, “The Role of Martech at the Intersection of Marketing & Sales.”
Now that you’re all caught up, we’d love for you to join the conversation.