Editorial Board   Guest Author

Mr. Hirsch

Jeffrey Hirsch

Founder and President, The Right Brain Studio, Inc.

Jeff Hirsch is the Founder and President of The Right Brain Studio and Adjunct Professor in the graduate Communications Management program at the University of Southern California's Annenberg School for Communications & Journalism. His research insights, business development strategies and new product ideas are responsible for hundreds of millions of dollars in revenues for some of the world's top brands such as Caesar's Entertainment, Disneyland & Disneyworld, Pepsi, Colgate-Palmolive, General Mills, Johnson & Johnson, Brown-Forman, Pizza Hut, Taco Bell, Anheuser-Busch and many others. Mr. Hirsch started his career in advertising account management at DKG advertising in New York City. After working on various brands for the agency's Brown-Forman account, the client hired him to work directly for the company at its Louisville, KY headquarters in Brand Management on the Old Forrester Bourbon brand and innovation projects. He later went on to work on various General Mills brands in Account Management at Campbell-Mithun Advertising, and on the Apple business at Chiat/Day Advertising. Frustrated by the advertising business's categorization of “creativity” - if one department was “creative” by definition, did that mean that all the others weren't? - Mr. Hirsch launched his own business to inject a higher level of creativity and right brain-thinking into the strategic planning process. Many years later, the Right Brain Studio's clients show tangible success based on the company's ability to “connect the dots other people don't' see” and “curate emotions” to zero in on deeply held values and feelings that dictate brand choice. An avid reader, golfer, filmgoer and music lover, Mr. Hirsch enjoys performing solo - or joining his band - at local clubs and events. He also maintains his availability, should the team need his talents, to play center field for the New York Mets. He has an M.S. in Advertising and a B.S. in Communications from Northwestern University.

Please visit htttp://www.therightbrainstudio.com for more information.

Mr. Hirsch can be contacted at 818-400-7922 or jhirsch@therightbrainstudio.com

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.