CHABRIER Guillaume MEDEIROS MiguelVALENZUELA Stéphanie MBA 2B
Which industries? Service industries Case: Shop Small Saturdays
What characteristics must be presentto make a SoLoMo campaign asuccess? Identify what people care about : get cash back on their AmEx cards. Offer something appealing: local, simple, life sharing experience, expressing the traditional shopping. Keep it simple: shoppers simply need to link their AmEx card to their Foursquare account and check-in to participate.
Develop the customer’s loyalty and affection for the brand: permitting small businesses to expand their company out of the physical borders that limit the store, creating word of mouth and developing the brand image. Don’t offer just discounts but something useful or needed: Cash- back, financial rewards.
How can success be defined –participation, revenue, PR – other? Revenue = PR + Participation PR: developped online promotion and image Participation: word of mouth of the brand (of small businesses)
Can the concept be applied to the hospitality industry?Yes, under what conditions?No, why not? YES!! It is a service industry A B2C industry It improves guest experience It develops touch points with the customers
Conclusion SoLoMo is the new trend. Useful, easy and cheap. It increases connection between people, exchange of mutual values and builds relationships over time.