Take the Green Marketing Challenge: Pinehurst Inn

Next up in our Green Marketing Challenge is the Pinehurst Inn. Congratulations, we like what you’re doing a lot.

COMPANY NAME AND LOGO

The name has a charming and evocative ring to it. It’s a refreshing and appealing relief from all the branded cookie cutter hotels and resorts that all look the same and sound the same.

Nicole: Your logo has a great and cozy look. It goes perfectly with the name and the theme of your inn. I like the graphics because it gives you the feeling of an old fashioned stencil but it is nicely updated. A great combination of message and personality. A home run all around.  

WEBSITE

Your web copy is also well done. It brings us back to a kinder, gentler time and makes us all want to go there for a retreat. We also love the phrase eco-elegance. Just like the Terra Source Chocolates line, “responsible decadence”, “eco-elegance” says we don’t have to sacrifice elegance, comfort and luxury to have a green experience.

While we’re on your website, we also want to commend you on the hierarchy of information and your slide show. It makes for an appealing virtual tour which is great. The phrase we all used to discuss your homepage was robust. It contains travelers reviews, the spa and wellness center information and related articles. You’re using your site the way it should be used.

BRANDING LINE

One place you need work, however, is your tag line. “Connecting adventure, environment and personal rejuvenation” isn’t really a tag line. And the notion of adventure seems really out of place here. It feels like you are trying to be everything to everyone and that is a mistake. Capitalize on what you are already saying. Make us yearn for the comfort of your beds, the coziness of your rooms, the quality of your food, the fun of staying in an authentic charming inn — and let our minds whirl around those notions. When we think of the Pinehurst Inn, we’re not thinking of adventure, but escape — of dreamy and relaxed not rugged. 

Irv: Play with the notion of taking me back to a more elegant time and make me relax in the luxury you have to offer. That’s what many of us want some of the time and your inn can offer that all the time — and own it. There’s no better place to be in terms of brand message.  

SOCIAL MEDIA

Carolyn: We didn’t see any social media sharing icons on your homepage. Your inn is a natural for Facebook, Twitter, LinkedIn and even some of the niche sites like Merchant Circle. These are perfect vehicles to have the pleasures of Pinehurst spread and talked about. Invite your guests to write about their experience on your Facebook fan page. Give them a complimentary herbal tea and crumpet basket if they do it during their stay or right after. Then tweet those comments out as they come in. Word of mouth is the most powerful marketing there is and we have a feeling you could hit another homer here.

Thank you Nancy for stepping up to the Green Marketing Challenge. Who’s next?

Now, how about a tweet for Pinehurst? Just click on our button at the top of the page or on the other social media buttons below. Thanks for the share!

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