I always get excited when we can devise a new way for a client to build a list and communicate with their subscribers. In this case it is a franchised hotel.
Background
The hotel had done little marketing in the past. They are located near a major airport and business demand kept the rooms full and the food service facility busy. However, economic conditions have reduced business travel and business.
Marketing Goal
The hotel marketing manager was looking for a high ROI method to build sales. Email was on her list but she was unsure of how to proceed. With 200 email addresses in hand and no previous email marketing program the task looked daunting. In addition, the facility did not have authority to post anything on the franchiser's national website.
Needed
Before you can market with email you need a recipient list to mail to. How do you build a sizable list of email subscribers interested in receiving site specific information (in this case the airport hotel) and with offers that are relevant and timely?
Solution
The solution required connecting four marketing tools. Print, web, email and smart phone.
Printed announcements are to be placed in all guest rooms and maintained by the housekeeping staff. The printed offer sends hotel guests to a one page web site hosted by Delivra.
The web site has a subscribe form with text boxes for email address and optional name. Plus the offer is reinforced on the site. Revisions to the web page are easily performed using simple editing tools already in the Delivra solution.
An emailed coupon is delivered in real time to people who complete the web site subscription form.
Using any smart phone that displays HTML or text email, a guest can merely display the coupon to hotel food service staff who redeem the offer.
Payoff
The hotel gets an instant boost in sales from current guests plus they build a list of email addresses for an email newsletter aimed at encouraging return visits.
Neil Berman | President & CEO
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