Turn Loyal Customers Into Salespeople
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The document summarizes a webinar about how hotels and hospitality brands can mobilize their most loyal customers, called brand advocates, to generate positive word-of-mouth marketing through reviews and recommendations. It discusses how brand advocates are more valuable than regular loyal customers, and how one company, Denihan Hospitality Group, saw success in mobilizing their existing advocates through review and offer sharing programs, which resulted in new bookings and reviews. The webinar aimed to demonstrate how mobilizing brand advocates can deliver a strong return on investment.
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Turn Loyal Customers Into Salespeople
- 1. How to Turn Loyal Customers Into Salespeople An HSMAI Partnership Presentation with Zuberance March 10, 2011
- 5. Today’s Presenters: Panel Moderator: Fran Brasseux Executive Vice President, HSMAI Panelists: Rob Fuggetta Founder/CEO, Zuberance Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group John Moser Chief Marketing & Brand Officer Denihan Hospitality Group
- 6. Rob Fuggetta Founder/CEO, Zuberance Energizing Brand Advocates in the Hospitality Industry
- 8. Brand Advocate Solution
- 9. Brand Advocates, Definition Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. ► Beyond like, love, or loyalty: Advocacy
- 10. Advocates are 9s & 10s How likely are you to recommend our brand or products to your friends? “ Ultimate Question” for Customer Loyalty
- 13. Advocates 5X More Valuable Avg Customer Brand Advocates Spend Value 2X Spend Value Sources: Deloitte; Owen, Brooks, Zuberance $3,000 Value of one Advocate for hotel company
- 14. Advocate Reviews Boost Hotel Sales Sources: Chadwick, Martin, Bailey Consumers 3X More Likely to Book Hotels with 5-Star Ratings than 3-Star Ratings
- 15. Advocates vs. Loyal Customers Identical Offer from Brand, Dramatically Different Results Source: Zuberance
- 16. The New Marketing Funnel Awareness Consideration Conversion Loyalty Advocacy
- 17. Identify Advocates… Website banners 1. Engage customers 2. Identify Advocates Facebook posts Twitter monitoring Emails
- 20. Real-World Advocacy Results 50% 30% Write reviews or testimonials 13% Answer prospects’ questions 30% Share or publish content and/or offers “ How likely are you to recommend our brand or product?” Source: Zuberance-powered surveys Within First 90 Days… (Average across all Zuberance customers. Results vary.)
- 21. Energizing Advocates Delivers 10X ROI Zuberance “WOMonmics” Return Medi a & Sales Value Investment
- 22. Budget Motel Activates Advocates
- 24. Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group
- 25. Loyalty Programs Are the Platform to Create Great Customers and Great Experiences
- 28. Loyalty Programs Should Create Engagement Along the Customer Lifecycle Life Cycle Acquire Re-Activate Win Back Recognize Grow Share/Retain On-Board Activate Engage Customer Value
- 31. Aspirational Redemption Insider Access Surprise and Delight
- 32. Engage: “Talk” With Your Customer
- 33. Share insider info Engage with games Solve customer issues Problem-solve real-time Deliver marketing message
- 36. Loyalty Programs Are the Platform to Create Great Customers and Great Experiences
- 37. John Moser Chief Marketing & Brand Officer Denihan Hospitality Group
- 38. About Denihan Hospitality Group Captivating hotels in coveted urban locations.
- 39. “ Denihan is charting a fresh course to innovate and has a hotel concept to fit any market.”
- 41. Compete w/Big Brands, Great Experience
- 45. Invite Advocates to Write a Review
- 46. Advocate Reviews
- 47. Advocate Shared Offers with Friends
- 50. Questions? Panel Moderator: Fran Brasseux Executive Vice President, HSMAI Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group John Moser Chief Marketing & Brand Officer Denihan Hospitality Group Panelists: Rob Fuggetta Founder/CEO, Zuberance
- 51. Upcoming Webinars: March 15 – Ten Must Do’s for Online Reviews, With Holly Zoba, Signature Worldwide Digital Marketing Series: Session 3: March 22 – How to Use Geolocation Sites to Build Your Presence - With Gordon Liametz, Revenue Performance, Inc. The HSMAI University 10-part 2011 Revenue Management Series – Session 1 on March 29 – What is the Future of Business Intelligence? Special rates for registering for entire series June 2 – Portrait of American Travelers, With Peter Yesawich, The Ypartnership To register for these and more, please go to www.hsmaiuniversity.org.
Notas do Editor
- Sr. VP for Mark
- Acquire On-boarding, recognition, manage moments of truth On-board Product and service expansion, usage Grow & SOW Stretch to max value Manage trends, maintain value Recovery Selectively invest for re-acquisition
- What is Topguest? Topguest is a new and free members-only mobile application that gives you real hotel points, air miles, and elite travel perks automatically for your Facebook Places or Foursquare check-ins. What do you mean when you say real points? We think that the fake virtual points and badges you get on certain services are fun, but our discerning Topguest members demand more. That’s why we’ve entered into exclusive partnerships with many of the top real points programs for travelers, such Virgin America Elevate, Hilton HHonors, and Priority Club just to name a few. As a Topguest you get real points from these programs for your geolocation check-ins at their places. The best part is that whether you use Facebook Places, Foursquare, or even Gowalla to check-in, you will get Topguest rewards automatically. For a full list of our points program partners, click here What are the elite travel perks? Topguest rewards aren’t just limited to points. You’ll automatically receive these perks after just a few check-ins (usually 5 or less) at the associated partner places, Some perks include free rounds of drinks, spa passes, complimentary stay credits, 25% off premier rooms at top-flight hotels, and so on. Many of the most exclusive hotels in the world offer Topguest perks, such as Shangri-La, Thompson, Standard, and Viceroy.
- Sr. VP for Mark