More Marketing Brain Building

It appears that great minds think alike when it comes to meaningful marketing, as I share the second example this week of a brand that aims to improve our brains. Yesterday I wrote about how Sanyo is marketing its new batteries with crossword puzzles to recharge your brain. Today I share how Westin is making customers smarter in the bathroom.

Over the weekend I was at the Westin hotel in the Dallas Galleria, and when reaching for a glass of water I noticed a very unique take on the classic paper coaster. As seen above (answer below), Westin has used this previously wasted white space to make us smarter. It’s a very small but enjoyable way for Westin to show its commitment to improving our stay in many ways.

There are other, more obvious ways the hotel has done this, such as an outstanding gym, but I’m probably more impressed by little details like this one. As a marketer, I know that, while this seems easy, it actually can be tough. Items like this coaster are usually considered cost centers rather than marketing opportunities. I can see a huge internal debate with the finance guy about whether the incremental $.03 per hotel room per day for this special printing is going to drive ROI. But smart service organizations are starting to realize that every detail of the consumer experience can drive satisfaction.

And unlike Sanyo, Westin follows up on its concept with a nice digital presence with additional content.  There are further brain builders, a memory assessment, workout recommendations, and a 5-Day Challenge to promote healthy brain and body habits.

Many hotels are the same, so even a 30-second interaction with a 3-cent coaster can drive people back to spend another $300 per night at the Westin Galleria.