Motel 6 (Chapter 4)

Motel 6 was presented in the opening of Chapter 4. The original campaign for Motel 6 began with The Richards Group through focus group research. Tom Bodett was then retained to be the voice of Motel 6.

Resources:

• Television ad “Room to Room”
• Television ad “Popup Video”
  
• Radio ad “Vampire”
  
• Radio ad “Lights Out”
  
• Motel 6 YouTube Channel
• Motel 6 Facebook
• Motel 6 Twitter
• Motel 6 Website
  

Discussion Questions:

1. View the two Motel 6 television ads. What are your thoughts about the television ad? What elements fit with the focus group research described in the opening of Chapter 4?
2. Listen to the two radio ads. What common elements are there between the radio and television ads? What differences?
3. Why do you think Tom Bodett was selected to be the voice of Motel 6? What makes him a good voice for the brand?
4. Access Motel 6’s YouTube Channel. What information is provided? Why do you think Motel 6 has placed this information on the channel?
5. Access the website, Facebook, and Twitter pages for Motel 6. What are your thoughts about the information provided and the design of each site? How well integrated are all of these resources? Provide specifics to support your answer.
6. Based on the resources you have viewed, describe who you think is the target market for Motel 6. Describe the target market in terms of demographics and psychographics.
7. Examine the various generation segments presented in the chapter. Which generations do you think Motel 6 targets? Why?
8. What about business travelers? What type of business travelers would utilize Motel 6? Why?
9. Examine the product positioning strategies presented in the chapter. Which positioning approach is Motel 6 using? Explain.