rapide.co.uk mobile marketing for hotels
DESCRIPTION
Nigel from Rapide.co.uk shows some case studies of hotels using mobile marketing including the Premier Inn hotels. To comment visit www.hotelwebsitemarketing.com/blogTRANSCRIPT
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Rapide sends & receives messagesto help more than 1/3 of the FTSE 500…
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1. The mobile phone is the first truly personal medium - 63% of the population do not share the phone even with one‘sSpouse
2. The mobile phone is always carried - 60% of the population sleep with the phone physically in bed
3. The mobile phone is the first always-on mass medium
4. The mobile phone has a built-in payment mechanism – Some organisations in Europe earn 80% of their total revenues from mobile payments
5. The mobile phone is a creative tool available always at the point of creative impulse
6. Mobile captures the most accurate customer information in any marketing medium – 90% of audience information can be identified compared to TV at 1% and Internet at 10%.
The 6 unique elements that make mobilethe most powerful marketing tool in history
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1. Top Management support is essential! It is very important that your management takes the mobile project seriously and support the strategy.
2. Mobile is not Online! The mobile offering is not a miniaturized blue print of your website. The process and content must be designed for the mobile device. Mobile is a different device, not a device with limited capabilities!
3. Usability is king! Short, Simple, Fast. Ensure that the offering is optimized to the various devices
4. Define your target group and know their needs! You need to know your customers and define their requirements. What do customers need when they are mobile?
5. Try, learn and optimize all the time! Better to start with a core service offering and then build on it step by step rather than offering a huge package that may be overwhelming
6. Do not forget Marketing! Think about your mobile marketing and market your mobile offerings through all available communication channels. Combine print, online etc.
7. Choose the right partner! Take advice from an agency who knows mobile. You need a
mobile expert to make this a success
Golden Rules of Mobile
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Shortcode out pulled allother call to actions
Achieved a 300% response rate
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Up-sold dinner reservations
to over 50,000 customers
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Sent over 1.5 million reminder text messages
Helped over 100,000 people with directions
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Email Confirmation
Sent over3 million emails
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In-Direct feedback on
The World ‘Wild’ Web
Web Aggregation
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Customer thoughts right at the point of service delivery
Get your customers engaged - faster feedback at a lower cost to your business
with
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The importance of customer feedback
We all know that feedback is important to any organisation, however:
Feedback collected immediately is 40% more accurate than feedback collected 24 hours later
95% of organisations gather feedback but only 10% do something with it
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Every customer has a shadow
Every buying or service transaction has 2 aspects to it:
A Substance and a Shadow - the shadow of the future
The substance is easily measured by accounting systems because it’swhere money changes hands.
The shadow is not, because it takes place in the customer’s heartand mind and revolves around the question of future behaviour.
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The Rant & Rave Process
CAPTURE
PROCESS
PRESENT
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Direct feedback at
Check in / out
Text your comments
To 66099
CAPTURE
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Direct feedback in
Your Restaurant
Text your comments
To 66099
CAPTURE
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Direct feedback on
Your Website
The Web Widget
“To me it’s all about recommendation and I would recommend Rant & Rave. It does everything it suggests it will and more”
David Franks - Administration Director - Crown Spa Hotels
CAPTURE
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But wait! Your customers don’t always come to you
Only 4% of unhappy customers actually tell the organisation themselves
There are 10 million people leaving feedback online
1 in 4 people will read a review online before deciding where to stay
CAPTURE
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Research suggests that 75% of customer feedback remains unread”
Saved 250 hours for every 1000 analysed comments
Used the full set of categories it had available (the humans only used a few)
Identified more opportunities and threats than humans
Can save an organisation receiving 3000 comment per month over£65,000 per year
Man Machine Challenge
PROCESS
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Rant & Rave flash presentation
PROCESS
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The Rant & Rave Dashboard
PRESENT
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The Rant & Rave architecture
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Summary
If you would like us to take 10,000 of your customer commentsand F.O.C. show you what your customers are saying.....
Nigel Shanahan ([email protected]) MDRapide Communication (www.rapide.co.uk)