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Novotel Rockford Darling Harbour use MMS to engage with their mobile travelers [Case Study]

Nowadays everyone is a mobile traveler.  With people on business or for leisure, a recent study shows that 76% of travelers are doing so with their mobile or smartphone in their pocket. This makes for an excellent reason for you to market to your future/current guests with mobile.

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Many Hotel chains that we speak to use a combination of email and mobile marketing. Mobile SMS/MMS messages are opened at 95% and email messages are opened at an alarming low rate of 20%. However, when we compare the effectiveness between the two methods, mobile comes out on top.  (Mogreet, 2013)​

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At MOBIPOST, we see some great promotional initiatives using mobile messaging that offer their guests discounts and special offers to their in-house restaurant. In this case study, we look at Novotel Rockford Darling Harbour that has been utilizing MMS to promote the Pumphouse Brewery which is located next door to the hotel.​

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It is a common tactic to target your guests and promote the in-house restaurant of your hotel and done well can show a large ROI (Return of Investment). The MMS messages they send out have the ability to capture their guests attention and includes great offers to direct them to the hotel restaurant.​

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What they do great

  • Highly targeted (leisure guests and corporate guests)
  • Work out what events are going on and plan accordingly
  • Test and assess alternate modes of communication
  • Valuable offers
  • Use MMS to capture attention

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Renay the Director of Sales and Marketing at Novotel Rockford Darling Harbour had this to say about their previous mobile marketing campaigns, “We still use the traditional forms of communication to alert our inhouse guests about the Pumphouse special offers with our ‘What’s on Guide’ that has day-to-day specials, however, not everyone may see them. By using mobile and MMS is a unique way to ensure everyone gets the message and nobody misses out.”​

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“With previous campaigns, we have had a few of our guests taking up the mobile offer (Steak and Wine Promo) although we need to refine the promotions to ensure we get the best results.”​

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What does the future hold for Novotel Rockford Darling Harbour?

Looking ahead Renay and the staff at Novotel Rockford Darling Harbour will be implementing a developed mobile strategy in 2014, especially with upcoming major sporting events. They have already had a taste of how mobile and the benefits of MMS works and are looking forward to trying out new promotions.​

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From previous campaigns they are seeing increased foot traffic to the Pumphouse when the promotions are sent via mobile. As said above they have played around with in-house creative design images and are trying out different things to see what works best for their guests.​

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Similar to other Hotel chains we have spoken to, many of the guests that receive the MMS of the special offer show the wait staff the message to ensure that they obtain the offer. We are experiencing more and more of this behavior which shows that MMS has a voucher like presence and has great value to the receiver.​



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