This Film Is Rated T For Torture

Memo to the CIA: You can now confidently put an end to waterboarding. Just make your prisoners watch this excruciating Ritz-Carlton web film. They will quickly break.

Back in December, when we wrote Ritz Bits, and Web Films vs. Bagels we had a feeling the Ritz-Carlton had lost its mind. But, honestly, we had no idea it was his bad.

Who's In Charge of the Bagel?

In a recent post (Web Films vs Bagels) I whined that an expensive internet program Ritz-Carlton was embarking on was less likely to be effective in building their brand than serving me a fresh bagel.
Guest blogger Roger Lewis has some thoughts.

The issue for Ritz is who is authorized to make a decision about product and service that affects brand image. Specifically, who could have made the decision that Bob H. does not get a stale bagel? Is it the waiter, the chef, the food service manager? Is there a process to make sure they don't serve stale bagels? ( I doubt it.) These issues are important for all organizations but top management probably does not think about brand execution at all levels of the company. They should.

Top management needs to spend more time involved in issues pertaining to marketing. Sitting back and demanding proof of its effectiveness is not enough.

Guest blogs are always welcome.

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Web Films vs Bagels

I had a chance to stay at a Ritz-Carlton last week. The convergence of two recent posts -- Ritz Bits and The "Brand Problem" Problem -- came together in a perfect storm.

I stayed for 2 nights and had no turn-down service either night. I had horrible French toast for breakfast, made with stale bread. I sent it back and asked for a bagel. I got a stale one.

Meanwhile, Ritz is spending lots of time and money to enhance their brand by using a Hollywood director to create long-form on-line videos for their website. Here's some free advice. You want to enhance your brand? Cancel the films and serve some fresh bagels.

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Ritz Bits

People over 50 control 77% of the financial assets of this country and are the target for 10% of all advertising. The prejudice against older customers is so strong and so pervasive that even smart companies can't see beyond it (see Aiming Low.)

A few years ago, Saks Fifth Avenue decided their customers were too old. They embarked on a plan to attract younger, hipper customers. After two disastrous years, they came to their senses, fired their ceo, and got back to business.

Now Ritz-Carlton is taking the first steps toward the same dumb strategy. According to The Wall Street Journal, they are producing three long-form films that are aimed at repositioning them as "young and hip".

Here's what's wrong with this strategy:

1. Ritz is not young and hip. Why do they want to pretend to be something they are not?

2. There are plenty of young and hip hotels in every major city in America. Another y&h hotel is exactly what high end travelers don't need.

3. Remaining contemporary is important. It should be done with re-designs, re-furnishings, and new services. Ritz should take a look at some of the newer Four Seasons and Peninsula Hotels. They can get rid of the "fox and hounds" look without making a big "repositioning" fuss.

You can bet Ritz is doing this because they did some research that showed younger customers think they're stuffy. So what? I can tell you that as a heavy user of Ritz hotels, I stay with them precisely because I don't have to sit at the bar next to the leather pants, hat-on-backwards crowd.

You can also bet there a lot of 30-somethings at their agency telling them they need to get younger. It's impossible for these people to understand that they are not the world's only target audience.

The good news for Ritz? It sounds like these movies are only going to be accessible on their website, so no one will see them anyway.

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