In a marketing career that spans 30+ years, Larry Mogelonsky has accumulated a wealth of experiences: from shampoo and toothpaste; from salty snacks to disposable diapers; and from luxury resorts to real estate. His expertise and personal fingerprint can be seen in marketing strategies and communications throughout North America.
Prior to his consulting and advertising agency career, Larry gained business training and insight through a seven-year stint in brand marketing for Procter & Gamble (Crest, Pert, Luvs, Scope, Ivory, Duncan Hines) and two years with PepsiCo’s Frito Lay Team. Joining Bozell Advertising, then Palmer Bonner Advertising as an Account Director, Larry found himself as Management Supervisor for the Four Seasons Hotels & Resorts as well as several service-sector businesses. It was here that Larry recognized the opportunity to apply the familiar strategic marketing disciplines honed in the package goods industry, that are often somewhat foreign to service industries, especially hospitality.
The Four Seasons Hotels and Resorts experience played an indelible role in Larry’s future. With a love of travel, and an appreciation for product quality and service, his relationship with Four Seasons formed a natural bond. Learning from the Four Seasons “playbook,” blended with the core marketing experience obtained at Procter & Gamble, gave him a unique and powerful knowledge base.
Twenty-five years ago, Larry formed LMA Communications Inc., with the specific goal of directing service industries in their quest for business enhancements through marketing differentiation. Clients have included hotels (Preferred Hotels & Resorts Worldwide, COMO Hotels & Resorts, Relais & Chateaux, plus numerous independent properties and hotel management firms); real estate (Tridel, Sage, FM International); associations (Craft & Hobby, Toy Industry); insurance (Sinclair Cockburn Financial Services, General Insurance Ombudservice, Ombudservice for Life & Health Insurance); tour operators/tourism (Adventure Collection, Grenada Board of Tourism, Visit Florida, Visit Philadelphia, Florida Keys & Key West, Kensington Tours) and online travel operators (TourRadar, Cheap-O-Air).
Not negating the product side, Larry’s work at LMA has produced: four registered US patents for work on paper filing products; a rebranding of Firestone Tire Centers across North America; fostered the acquisition of a Canadian paper products company; produced countless radio, TV, print and digital advertisements; developed award winning trade show programs; introduced new technology through early adoption of Internet techniques; strategic search engine management programs and consulting projects on most any business situation.
With a dozen employees, LMA is a fully integrated communications firm, with a broad service offering. Currently, LMA is working with over 40 active clients, providing services in five primary disciplines: Internet, advertising (digital and traditional), social media, public relations and consulting. Hiring primarily at the entry level, the Company prides itself in its training programs for its young employees.
Most clients have been with the firm for five or more years. LMA has been recognized by HSMAI (Hotel Sales and Marketing Association International) with 70 business-building awards, including its prestigious Platinum distinction. Larry serves as a judge in their Adrian Awards, and has done so for the past ten years. In 2013, Larry was recognized by HSMAI as “One of the 25 Most Extraordinary Minds in Hospitality.” The agency was also named Worldwide eMarketer of the Year by TravelClick for its work on New York’s Hotel Pennsylvania (selected amongst 1,200 individual property applicants based upon business performance and management of Internet programs).
Larry has been a keynote speaker at numerous industry conferences, is a daily contributor to Hotels Magazine under the title ‘The Hotel Mogel’ and is a weekly contributor to eHotelier and Hotel Interactive. Larry is also a contributing editor to Canadian Lodging News, HotelNewsNow, HospitalityNet and Hotel Executive, with monthly columns in both. His articles (over 700 to-date) have been reprinted in this site’s blog cover a wide range of hospitality industry topics. They have been reproduced in numerous journals, newspapers and industry forums, and have served as catalyst for several provocative industry conference sessions.
Larry holds an MBA from McMaster University (Hamilton, ON) and an Honours Bachelor of Civil Engineering (with Distinction) from Concordia University (Montreal, QC), and is a Registered Professional Engineer in the Province of Ontario (APEO). Larry has served on the Board of Directors as Vice Chairman of the Jane Goodall Institute, as well as several other charitable foundations. He lives in Toronto with his wife of thirty-four years, Maureen, and a 110-pound Bouvier de Flandres ‘puppy’ named Hondo.
Larry’s first book entitled Are you an Ostrich or a Llama? was published in August 2012. The 396-page book covers a number of topics of particular interest to hoteliers and those wishing to further their education in this field. His second book entitled Llamas Rule, published in September 2013, continues with a further 498 pages of text. In January 2015, Larry published his third book in the series entitled Hotel Llama, with 474 pages of additional hospitality marketing and branding articles. A companion computerized learning tool is available, featuring all articles from these three books along with skill-testing questions. This can be accessed at www.lmadigital.ca.
Larry’s passions, apart from hospitality are duplicate bridge and Canadian art. Interestingly, in duplicate bridge, he often has time to compete against his mentor, Isadore Sharp, as they both play in the same clubs. Art collection is a natural, as his father Alex wrote several dozen texts on art education, and his childhood home served as a magnet for numerous budding artists. Larry has continued this tradition as he serves as mentor of several young artists, helping them in tangible and intangible ways to grow their careers.