I plopped down on the couch to re-watch some classic 30 Rock episodes the other day (any other Tina Fey devotees out there?), and Hulu served me with a commercial from Hilton Hotels aimed at business travelers.
The ad is for a new feature on their app, which helps road warriors fill their limited free time by serving up a list of noteworthy spots and sights that are just outside their hotel's door. From tourist attractions to great running paths, the Hilton app has you covered.
I felt like whoever wrote the spot must have observed me on my most recent business trip. I got off the plane in Chicago, took a Lyft to the hotel, and then sat there paralyzed with fear in my room.
I had landed in an amazing new city, and there were about a million things I wanted to do, but I didn't know where I was in relation to anything else! And because I was there for business, I couldn't spend a whole day wandering around, seeking out the perfect deep dish slice or trying to find The Second City theatre.
For business travelers who want to go sightseeing, you're short on personal time, so you need to focus on places that are near your hotel.
Which takes us back to the ad. It represents an amazing example of a brand that's surveyed their customers, created crystal-clear personas, and developed products and advertising campaigns that are specific to each segment's needs.
Very few (if any) businesses have a customer base that is completely homogeneous. And with the current trend towards personalization in all things marketing, brands that are able to tailor their messaging to individual segments of their broader customer population will win the day.
In the case of Hilton, their app won't be relevant for the couple on their honeymoon, who have all day to explore a new city. Nor will it matter to the family on February break, who has a strict itinerary penned before they even get on the plane. But the app is solving a very real problem for business travelers. And it has me looking forward to my next stay at a Hilton.