Mobile marketing for hospitality businesses.

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First Screen • In 1929, we were introduced to the “First Screen” o Still today, Television advertising is a tremendously effective way to market

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HTTP://www.anchormobile.net am SMS platform provider offering white label mobile marketing solutions

Transcript of Mobile marketing for hospitality businesses.

Page 1: Mobile marketing for hospitality businesses.

First Screen

• In 1929, we were introduced to the “First Screen” o Still today, Television advertising is a

tremendously effective way to market

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Second Screen• In 1992 the world was introduced to the

“browser” featuring 26 live web pages. • Second Screen was born.• This has been the fastest growing and in

most cases, most cost effective form of marketing for businesses ... until now ...

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Third Screen

• 2008 saw the evolution of the “Third Screen”• Immediately, 87% of American homes had at least one

mobile web capable device in them including: o Mobile phones, iPads, iPods, Nintendo DS, Mini

Notebooks, etc

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With a new screen brings new ways to

market

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Mobile MarketingTechniques

• SMS Text Message Marketing• Mobile Applications• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi• Mobile Video

• Mobile Search• Location Based Services• QR/2D Barcodes• 3D/Augmented Reality

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Mobile Marketing is for your 20 percenters

(the 20% of your customers that spend 80% of the money)• Mobile is an OPT IN ONLY channel

o Subscriber based opt in database marketingo Best practices provided by mobile marketing association

(mmaglobal.com)o (Governed by the FCC)

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SMS is the workhorse of mobile marketing

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Text Message Marketing Meathods

• Text to Vote• Text to Win• Text to Screen• Mobile Alerts• Reminders

• URL/Link Delivery• Application Download• Mobile Coupons• Mobile Donation• Mobile Business Cards

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QR Codes• Every business has the ability to use a QR

Code in some fashionQR Codes can send customer to:• Mobile landing page• Video• Your social media sites• Map to your business• Exclusive coupons, discounts, or

giveaways• Customer feedback form or email

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Is your business mobile friendly?

• Can your consumers connect with you anytime anywhere?• By 2013, more people will access the internet via a mobile

device than through a PC (Forrester Research)• Today,1 in 7 Google searches originate from a mobile device

o Google estimates 1 in 4 searches will originate from a mobile device in 2012

• 43% of Americans own a smart phone o (82.5 million users)

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Currently Less than 1% of web sites are mobile friendly

• If you have a Web site, you’re already in the mobile world — and the chances are you’re making a terrible impression on

• your audience.• Traditional web sites have WAY TOO MUCH content!• Smart Phones have different browsers and screen sizes• Mobile users need quick answers and bite-sized content in

easy-to-digest formats (e.g. video/audio vs. text)

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First Develop a Mobile Strategy

• What do your customers or potential customers need from you when mobile?

• You must strive to make their work related activities BETTER, FASTER & EASIER.

• B2B Mobile differs from B2C Mobile because it is driven by efficiency rather than entertainment

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Once you have created a plan to take your web site mobile, decide how:You  can opt to create a simple mobile version of your site in HTML or you can get more advanced and create a mobile web app using advanced languages like HTML5 or JQuery

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Either way, you MUST include browser detection and redirect as part of your mobile web strategy.That means that when a user visits your MAIN WEB SITE with a mobile device, the mobile browser will be detected and automatically redirected to the mobile web experience.

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Hospitality

• Ideal for business travelers• Location based travelers can receive location-

specific offers at their destinations• many want to use their mobile devices to find

and book hotels/cars/event tickets etc.

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• Number cruncho 72% of business travelers are intered in the ability to view

hotels on a map using their mobile devices an increase of 26% from 2009

• 47% of business travelers use their Smartphone daily to view or receive advertisements, a 95 percent increase from 2009

• 66% of respondents reported interest in the ability to add a hotel reservation to an existing itinerary using their mobile devices

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• Campaign:o Hotel Casa del Mar text-to-short code MMS video

promotiono 5 week duration

• Objective:o To build an opted-in list of mobile consumers and

engage campaign particpants

Case Study

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• Action:o promoted by the hotel through traditional and social advertising

methods, including in-hotel brunch posters, email blasts, Facebook, Twitter and the Casa del Mar Web site

• Tactics:o The hotel’s locally targeted mobile video marketing campaign

enticed consumers to join into the hotel’s mobile loyalty club, in return for a special offer (in this case, free unlimited Bloody Mary’s or champagne during Sunday Brunch)

Case Study

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• Result:o After 10 days, the campaign generated a

substantial opt-in user base, a delivery rate of 100% and an engagement rate of 75%

o Campaign resulted in a 27% redemption rate and Hotel Casa del Mar reported generating substantial revenue from the program

o ROI was over 450%

Case Study

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“The results of this campaign clearly shows how mobile can be incredibly valuable for advertisers trying to reach local consumers.” In a fraction of the time, the business built a mobile database

nearly as big as their Facebook and Twitter presence, which resulted in real revenue.This

outreach, combined with the novelty and effectiveness of an [SMS] message, made for a thoroughly successful campaign, at a time when

email marketing is dying.”

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• Hilton Hotelso Travelers have the ability to book reservations from

their phoneso Users can access/change bookings, view hotel

images and search amenities o Integration with the Hilton HHonors customer loyalty

program for the benefit of club members

Case Study

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• Application gives users three ways to search for a hotel: text search, country or city, or by current location showing a list of nearby Hilton hotels

• Hotel chains including Hyatt, Wyndam and Marriot all use similar technology

Case Study

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Your pitch and pricing here

• A = $• B = $• C = $• D = $