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Update: 2016 checklist to maximise revenues from multi-channel campaigns

Continuing on from last week, here are four more things to add to your 2016 checklist. 

Does your campaign utilise the correct digital technology – such as Interactive Marketing Apps, Limited Time Offer (LTO) Apps, and more – to increase site traffic, encourage repeat visits, and generate bookings?

Once you determine your business needs and overarching strategy, it’s important to ensure that your campaign will incorporate the correct technology and applications to successfully engage customer segments and drive bookings. A successful multi-channel campaign must have a destination mini-site or application that includes rich images, share functionality, and dynamic content personalization that will interest and engage users enough to encourage repeat visits, increase time spent, and ultimately drive bookings.

An Interactive Limited Time Offer Application is one example of such digital technology applications capable of maximizing revenue. Serving as the central hub for the campaign, this highly-visual, fully-responsive application features a prominently displayed countdown clock, booking functionality with embedded promo code, large, rich images of the hotel, social and viral sharing features, an Email sign up widget, and key information about the sale, benefits, and rules.

An Example of a Limited Time Offer Application for Cyber Monday:

An 81 wk3 maximising revenue 2

Does your campaign have an ROI goal-focused strategy?

A question you may be asking yourself too often is, “Where’s the ROI?” If you’ve been investing time and money into multi-channel campaigns with little to no return, you most likely don’t have the correct strategy driving your campaign plan. When return on investment is the foundation of your plan, all marketing initiatives and KPIs will ultimately lead back to your number one goal: driving bookings and revenue.

This doesn’t mean your campaign has to be deprived of fun and enticing content, social media marketing, and branding initiatives that focus on KPIs such as engagement and building a brand connection. It simply means that these initiatives need to play the right role at the right time in the purchase funnel and the overall travel planning journey of your customer segments.

What are your campaign ROI goals and KPIs? Do your campaign initiatives address these goals?

There’s more to achieving a high return than meets the eye. Behind this success are clearly determined goals and KPIs that ensure a smart investment. If you want to set yourself up for success, it’s best to start with your revenue goals.

An example of a multi-channel campaign planner used to develop a goal-focused strategy:

AN 81 wk3 maximising revenue 3

Based on your number of rooms, ADR, and occupancy during the need period you wish to address, determine your revenue goal for the campaign. Once you determine your goal revenue, work backward to determine the minimum budget you would need to spend to achieve the desired revenue with an ROI goal of at least 600 to 1,200%. The smaller the budget you have to work with, the larger share of funds you will need to invest in high ROAS campaign initiatives to achieve your revenue numbers, while minimizing your investment in lower-yielding initiatives such as social media or creative content distribution.

Once you determine your goal ROI, determine the KPIs that will show how each initiative is playing a role in achieving return.

Does your campaign utilize cohesive messaging that resonates with your customer segments? Is it consistent with your brand positioning and voice?

To build stickiness and traction with key customer segments, it’s essential to promote one cohesive campaign message across channels that reaches your target segment at every touchpoint of the travel planning journey and is consistent with your brand positioning and voice. To develop a campaign message and theme that resonates with your audience, begin by diving into the emotional and functional benefits your customer segment associates with your hotel.

For instance, if a hotel is targeting business travelers, a functional benefit could be the property’s convenient business amenities. An emotional benefit could be the common spaces in the lobby, in which business guests can mingle and network. Taking both of these benefits into consideration, a hotel brand could launch a “Where Business Mingles with Pleasure” campaign, highlighting the hotel’s functional conveniences and extra on-property indulgences.

 

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