Category Archives: Mobile Marketing

The Big 3: Keeping Your Customers Happy

In an online market place filled with banners, pop-up’s, sign up’s, etc. the art of customer service in hospitality can sometimes be overlooked. It is important to remember the value behind genuine customer service – personal interaction and understanding your customer on a deeper level than hooking them into an email sign up. After all, quality customer service typically leads to new and repeat business – something hotel marketers can attest the importance of.

So what are some of the key things to keep in mind when talking about customer service and satisfaction? A recent white paper from Market Metrix discusses 3 primary areas that hotel owners, GM’s and marketers should be obsessive over. Let’s take a look at the big 3:

1. Direct Guest Feedback - Perhaps more powerful than anything in the hospitality industry is direct feedback from your consumers. This feedback can come in a variety of forms…satisfaction survey’s, social media posts, telephone calls, etc. The power behind direct guest feedback is the message it conveys about the experience of your consumer at your hotel. After all, experience is everything. Aside from giving you insight to your guests experience at your hotel, direct guest feedback also presents a nice snapshot of what you do well operationally, as well as what you can improve on. It’s a win win.

2. Competitive Benchmarking - While direct guest feedback remains very important, it becomes even more valuable (to you as a business owner) when you can leverage the data against your competitors. Things like overall satisfaction score, ratings of amenities, etc. become critical to the over riding presence of your hotel. Understanding your own performance is key to the present and future success of your business. But what is perhaps even more important is addressing and analyzing what makes your competitor stronger in one area, weaker in another, etc. A solid understanding of this information will give you a competitive advantage over other hotels.

3. Social Media - It is no secret at this point that social media is an incredibly powerful tool to leverage your business. In fact, 93% of global travelers say that their decision to book was directly influenced by online reviews and social media. The mobility of social media (Smartphone, Tablet, Laptop, etc.) is icing on the cake when it comes to social platforms. Access to social across multiple devices allows for real time analysis of what guests are saying…where they are staying, what they thought of a particular property, ratings, recommendations, the list is endless!

To Sum it All Up

A firm understanding of the 3 metrics listed above will equate to a serious advantage in the marketplace. The combination of guest feedback, competitive benchmarking and leveraging social media is a strong box of tools to help your business grow. While each element alone holds its own unique value and importance, the combination of the 3 is even more powerful. Mark Waite, EVP Marketing and Client Development put it best: “The combination of the three brings powerful balance – three legs of a stool, three primary colors, three parts to the atom and the three musketeers.

Video Marketing 2

Video and Your Marketing Strategy

People love video, right? Who doesn’t like to sit down at the computer and watch something interesting, informative, entertaining, or inspiring? The truth is, video is spreading like wild fire in the marketing world. Millions of online viewers consume billions of videos every month, and across multiple platforms – desktop, mobile, etc.

The latest market research released by the comScore Video Metrix Service shows that 182.5 million Americans consumed 39.3 billion online content videos in March 2013, alone. Perhaps even more shocking than that number is the number of online video ad views, which topped at 13.2 billion in the same month.

So what does this mean for your marketing strategy? Aside from the obvious, lets take a look at the major benefits of video marketing in the hospitality industry -

1. Complete Visual - Video allows for a descriptive and visual experience that words often times cannot provide.

2. People Watch Video - The numbers above are proof enough that video is massively popular among consumers. Data suggests that video will continue to gain in popularity as time goes on.

3. Video Leads to Purchases - According to data collected by comScore in a separate study, website visitors are 64% more likely to purchase a product online after watching a video.

Keep in mind, video is an evolving medium for delivering information to your consumer. The same principles apply to video that do to content – short and sweet. Video, like printed content, is consumed over multiple different platforms. Get your message across clearly, stick to the point, and be flexible to change.

Delivery Status: Unopened

As you have probably noticed, and as your subscriber list continues to grow, your email engagement is decreasing. Not as many people are reading through your newsletters or special offers…or even opening the email in the first place for that matter. As the number of subscribers on your list grows, so to does the number of recipients who may become un-interested in reading what you have to say. This growing number of unengaged readers causes your overall email metrics to drop. So what can you do about it?

As the old adage goes, the best way to solve a problem is to not have one in the first place. We all know the likelihood of that. With that being said, it is time to strap on the thinking caps and plot out a re-engagement strategy. The least you can do is compose a win back campaign after clients have not clicked or opened your emails for a certain amount of time (that amount of time is up to you).

Re-engagement is a tricky task. Tricky, but feasible. Your focus should be on one primary element: The Open.

The Open – The open is the most crucial element to any win back campaign. Once the email is opened, you at least can say that the reader is no longer disengaged. Because engagement is the goal, the headline becomes critical. Capture the reader in a headline that is both personal and irresistible. Try something like this: “We have missed you! Book today only and save 25%!” – Make the reader feel wanted and offer them something they will be interested in.

Certainly the headline of an email is important in any campaign, especially a win back attempt. But once the reader opens the email, then what? One thing is for sure, you do not want to put the same content in the email that made the reader disengage in the first place. So change it up…don’t be afraid to explore other avenues when it comes to your content. If you find yourself stuck, keep these simple tips in mind:

1. Recall Previous Subscriber Behavior – If something did not work in the past 10 emails…note that behavior and adapt the content accordingly.

2. Put Fresh Eyes on the Content – Share your content with your team. See what other people in the company have to say about it. Team efforts on content creation generally produce the best ideas.

3. Commit to Sending More Relevant Content – Instead of sending the same old information every week, broaden your horizons. Gather your team for a 30 minute think tank session to bounce ideas off of one another. Make it a priority to send content that your reader finds to be relevant and important.

To read more, click here.

Now Showing on Screen 1

It is no secret that the days of multi-screen use are upon us. The big challenge facing marketers is how to address the reality that consumers are viewing products on multiple screens (smartphones, tablets, desktops, laptops, etc.) multiple times per day. How do you send the same message across an iPad screen that someone is also looking at on their 20″ monitor at the office?

A recent study conducted by Microsoft called Cross-Screen Engagement, lends a helping hand to help answer this daunting question. The study aims to help marketers understand how to engage consumers “in their moment” when they are viewing across multiple platforms. The two-phase study resulted in 4 separate kinds of consumer behavior:

1. Content Grazing

2. Investigative Spider Webbing

3. Quantum Journey

4. Social Spider-Webbing

To understand the meaning of these consumer categories, read the full article, here.

Marketers Budget More For Email, Mobile, and Social in 2013

Fire up the cell phones, 2013 is headed in an “on the go” direction according to recent independent research. A study conducted by StrongMail yielded what we all already know to be true: Mobile marketing and social media are on the rise. In fact, of the one-thousand companies surveyed, 56% said they plan to increase the budget for email and mobile-based marketing, while 52% of companies are planning on investing more into the outreach of social media.

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Hoo is Hootsuite?

Twitter, Facebook and YouTube, oh my! Who can keep up with it all? We’ve all heard about social media marketing and how it’s free marketing- monetarily, that is. Where you pay the big bucks though, is with your time. The good news is that there are ways to manage multiple social media applications at once and save you sanity and hours. The bad news is that even among these solutions, there are a lot of options. So, I’m going to start with the most popular ones and let you know what my thoughts are from playing around with them. Right now we’ll start with Hootsuite.

Click here to learn more about how Hootsuite can save your sanity!

Mobile Marketing Trends

Imagine a group of friends out having dinner one night and they start talking about taking a trip together. Don’t you think that if they can research their trip and book it right at that moment from their cell phone that this trip is more likely to happen? How easily are they going to find your resort on their cell phone?

Check out Mobile Marketing Trends on the VEM Global™ blog!