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Jay AdamsCEO, MakesBridge
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Agenda• Immediate Marketing™ introduction (1:30)• BWWS primary and secondary objectives (2:30)• ResortConnect™ Marketing Campaigns (7:30)• ResortConnect™ on MakesBridge – brief tour• Questions and next steps
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Core Objectives• Generate resort reservations• Guest satisfaction• Loyalty• Guest referrals
Secondary Objectives• Cross promotion with rental car business• Build contact database
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12 months of marketingDirect Mail to NY, NJ, Boston, Atlanta,North CarolinaEmail to 30k database
Objectives:Resort reservations
Tactics:Direct mail for reachLeverage existing databaseTodd & Leslie brand +” island experience” packageTopline Message: How to enjoy Turks (island highlights, location, TLC)
2013 Marketing Flow
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12 months of outreachU.S. travel editors
Objectives:Journalist write about BWWS
Tactics:EmailTelesales (assistant)
Travel Editor Flow
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Sent to guests after reservation2 email messages1 brochure of “Todd’s picks”1 outbound call
Objectives:• Guest relations• Set experience framework• Word of mouth - referrals
Trip Anticipation Flow
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4 email and SMS messages
Objectives:• Enhance Guest Experience• Positive Feedback/Ratings• Car rentals
In-Visit
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3 email messagesPersonal thanks, ask for feedback
1 outbound call1 Thank You post card
Objectives:• Loyalty• Word of Mouth• Ratings
Loyalty Flow
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Guests with “favorable+” ratingare automatically added to flow.3 email messagesMessages stop with response
Objectives:• Ratings• Search rankings
Referral Flow
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Immediate Marketing™Valuation ToolCosts Displacement• Professional Services: marketing process architect, media buyers, media planners,
copy writer, designer, web developer, SEO expert, social media blogger, pr firm.
Streamline• Multiple Vendor Management: email coding, direct mail house, social blogging
engine, sms, call center.
One-Stop • Multiple Tools Cost and Deployment: Mass Email, Marketing Automation, Sales
Automation, Web Analytics, Business Analytics, Sales Lead Management
[Illustration of MakesBridge with all components. (pie slices with actors / partnerships) ]
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Immediate Marketing™Valuation Tool
No Risk“stop” what’s not working in one secondNo long term agreements11+ year platform – established, hardened, and 5-star ratedLong term – a tool you can’t outgrow
Economically IngeniousWhat you would otherwise be spendingMostly pay as you go and pay for performanceAvailable options in the marketplaceLess established and less innovative solutions
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Primary Objectives – Tactics
• Generate resort reservations – outbound marketing to target markets and existing data base – email, direct mail, telesales
• Guest satisfaction – email, sms offers and “must sees” during stay.
• Loyalty – messaging stream to guests after they leave. Direct mail and email, automated
• Guest referrals – continuity non-obtrusive 3 message stream to request survey. If “had a great time”, automate Yelp! review request and “send offer to friends”.
Passive Objectives – Tactics• Cross promotion with rental car business – include offers for GBCR and Thrifty in marketing messages
and landing pages
• Build contact database – opt-in form on marketing landing pages• Acquire SMS permission – opt-in form on landing pages
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Primary Objectives – Tactics – Recommendations• Generate resort reservations – outbound marketing to target markets and existing data base – email, direct mail, telesales
PP Modules
ResortConnect™ 12 Month Marketing Plan (Carribbean Version)ResortConnect™ SMS premium specials
• Guest satisfaction – email, sms offers and “must sees” during stay. -> PP Module ResortConnect™InGuest Messaging
• Loyalty – messaging stream to guests after they leave. Direct mail and email, automated -> PP Module -> ResortConnect™ Loyalty Flow
• Guest referrals – continuity non-obtrusive 3 message stream to request survey. If “had a great time”, automate Yelp! review request and “send offer to friends”. -> PP Module ResortConnect™ Referral Generator
Passive Objectives – Tactics• Cross promotion with rental car business – include offers for GBCR and Thrifty in marketing messages and landing pages
• Build contact database – opt-in form on marketing landing pages• Acquire SMS permission – opt-in form on landing pages, added to ResortConnect™ premium specials.
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Primary Objectives – Tactics – Recommendations – BWWS Tasks• GENERATE RESORT RESERVATIONS – outbound marketing to target markets and existing data base – email, direct mail, telesales
PP Modules –>
ResortConnect™ 12 Month Marketing Plan (Carribbean Version) BWWS Offers, Bundle offers, Database, Confirm Target Zip Codes (we are targeting Houston, Atlanta, NY/N, confirm dmail offer, confirm telesales script)
Resort Connect™ SMS Specials sms offers – must be extreme!
• GUEST SATISFACTION – email, sms offers and “must sees” during stay.
PP Module
ResortConnect™InGuest Messaging (bundle offers)
• LOYALTY – messaging stream to guests after they leave. Call center outbound, direct mail, email, automated
PP Module -> ResortConnect™ Loyalty Flow review / update ResortConnect™’ outbound script, follow up email messages and direct mail.
• GUEST REFERRALS – continuity non-obtrusive 3 message stream to request survey. If “had a great time”, automate Yelp! review request and “send offer to friends”.
PP Module ResortConnect™ Referral Generator review messages and confirm survey form.
Passive Objectives – Tactics• Cross promotion with rental car business – include offers for GBCR and Thrifty in marketing messages and landing pages
• Build contact database – opt-in form on marketing landing pages• Acquire SMS permission – opt-in form on landing pages
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Challenges• Show ecosystem and comms channels
• Production & Know How: agency, media buyers, media planners, copy writer, designer, web developer, SEO expert, social media blogger, pr firm
• Tools: Mass Email, Marketing Automation, Sales Automation, Web Analytics, Business Analytics, Sales Lead Management
• Communcations: email, direct mail, social sms, telephone
• Show how we have all in MakesBridge
• Show how we pre-package into routines on MakesBridge
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Immediate Marketing™Valuation ToolI. Internal Evaluation
Assess what you value
Balance your needs across several factors based on:time, quality, cost
Yes / No decision if MakesBridge is right for you
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