Shulou(Shulou.com)06/03 Report--

Friends who are engaged in the promotion of the hotel industry should be familiar with SMS marketing. Users need to send SMS notification in time for every order, so the transaction information of notification can be said to be a rigid demand scene of hotel marketing.

For some chain hotels with relatively large membership, there are many hotel agent platforms and a large number of consumer users, so the monthly SMS transmission volume is very huge, and the price of 0.02-0.04 yuan per SMS in the industry will produce a high marketing cost.

At the same time, the role of these traditional SMS is to inform users of order information, without any business transformation, only increase the marketing cost, many hotel marketers are also thinking about how to transform this kind of notification SMS into business. However, due to the strict restrictions on the word number and form of marketing text messages, they are unable to provide more detailed information, such as unable to display pictures of hotel rooms, explain the advantages of service in detail, and so on. Members who receive the message are very difficult to generate the impulse to spend and place an order for such a dry text message, and the hotel occupancy rate is still not high.

So how to improve the way of short message marketing in order to achieve cost-effective and high conversion of short message marketing?

Might as well cultivate the member value, through the member marketing model, according to the life cycle theory to carry on the appropriate short message marketing, enhance the member experience, so as to improve the frequent customer value and achieve performance growth. For example, enhance the user experience and improve the conversion rate through the following scenarios.

Scenario 1: order reminder. After the customer places the order, send a message including check-in information, WIFI password, transportation route, nearby shopping points, etc.

Scenario 2: joint marketing. All the guests recommended by the members will be given a certain discount and bonus according to the amount of consumption.

Scenario 3: consumer thanks. When the member checks out, send a thank you message and give you a coupon or discount for the next stay, and the discount can be transferred.

Such SMS marketing scenarios require SMS content to provide more detailed information or rich media content to provide users with more diversified services, so as to improve the message conversion rate. So how can we achieve these detailed information transmission in SMS and reduce the cost of SMS marketing?

Try cross-channel marketing:

① strongly touches transactional SMS + highly converted email with rich information-- China Mobile 139mailbox project

For every China Mobile user, Mobile officials will automatically register a 139 mailbox. The marketing team of the hotel can independently edit the business SMS notice, with a rich email, the hotel room planning, sanitation, network conditions, staff appearance, sound insulation effect, customer behavior habits and other attractive content to show to customers. When customers receive business messages, they can click on the link in the message and jump directly to the mailbox to learn more about the hotel. This mode of SMS notification + email link not only improves the conversion effect, but also charges according to the price of mail, which greatly saves the marketing cost.

② strong touch SMS + personalized H5 web page-- China Mobile and Fetion project

Similar to the 139 mailbox, the hotel's marketing team can independently edit transactional SMS notifications, add an H5 link at the end of the SMS, and click to enter the personalized interface. The billing method of this model relies on China Mobile and Fetion channels, which can greatly save the cost of short message marketing.

In the hotel industry, not only SMS marketing, other marketing methods are also facing the dilemma of getting guests, on the one hand, more and more peer competition, on the other hand, higher and higher cost of getting guests. In the environment where the flow is becoming more and more expensive, hotel marketers might as well try to start with the value of members. If the stock is refined, it will be effective.

For more information about the member marketing of the hotel industry, please consult www.easeye.com.cn of Yiye Technology.

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