Manic Point Mobile Marketing


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Mike discusses mobile marketing in travel at the Hotel Website Marketing Conference in Dublin. Comment now at

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  • OCTOBER 2009 4.1B mobile phone subscibers 1.2B mobile web-users (31% all mobile phone owners) Yankee Group 1.5B internet users >3B SMS users (76% all mobile phone users) Portio Research avg text read in 15 mins (email 24 hours) <10% SMS=spam email > 65%
  • Improve CRM Who’s travelling & when Email campaigns Increase retail footfall / spend Targeted, departure day offers Enhance customer experience Personal flight updates and boarding reminder Lower Stress
  • Parking Service Chargeable service Offered as an add-on at the time of booking To maximise take-up Provides timely confirmation and traffic updates en-route
  • Who are your guests and what do they really want from mobile? When do they book today? How do they book today? When / why would they book by mobile? Mobile booking is niche … at least in terms of mobile web or mobile applications. Shortly, I’ll show you why Mobile CRM is the sweet spot that can enhance customer service and make you money!
  • Is there value in knowing more about your customers itinerary? At what point do you want the service element of the hotel experience to begin?
  • Multiple content items delivered in context to the travelers trip stage. Minimize time searching for relevant content – I don’t have the time Today’s approach is a silo, single serving content approach. Travellers go on trips which are made of multiple experiences, those brands that adopt a information serving approach across the whole trip will reinforce their trusted brand status.
  • Manic Point Mobile Marketing

    1. 1. Mobile for hotels Extending the front desk © 2009 Mantic Point Solutions Ltd
    2. 2. Mantic Point “ We help travel brands engender loyalty and boost revenue by building mobile enabled, contextual dialogues with travellers throughout their journey” © 2009 Mantic Point Solutions Ltd Application partner Virtual concierge
    3. 3. Topics <ul><li>Mobile market </li></ul><ul><li>Mobile in travel – examples </li></ul><ul><li>Mobile for hotels </li></ul><ul><li>Summary </li></ul>© 2009 Mantic Point Solutions Ltd
    4. 4. Mobile is BIG © 2009 Mantic Point Solutions Ltd 3bn SMS users 1.2bn mobile-web users 0.8bn eMail users 1.5bn Internet users SMS is bigger than email The Internet is going mobile, fast 2bn+ App downloads Mobile applications are everywhere
    5. 5. OK, so it’s big.... How do you make sense of the opportunity? <ul><li>Start with the end in mind.. </li></ul><ul><ul><li>What experience do you want your customers to have? </li></ul></ul><ul><ul><li>What content will be most of use and when? </li></ul></ul><ul><ul><li>How do they discover the service? </li></ul></ul><ul><ul><li>How easy is it to use? </li></ul></ul><ul><ul><li>How does this fit in with your existing contact strategies? </li></ul></ul>
    6. 6. Case Study 1. BAA Flying Messenger <ul><li>Improve CRM </li></ul><ul><li>Increase retail footfall / spend </li></ul><ul><li>Enhance customer experience </li></ul>© 2009 Mantic Point Solutions Ltd
    7. 7. Case Study 2. easyJet <ul><li>Post-booking, email invite </li></ul><ul><li>Incremental revenue </li></ul><ul><li>Different services, different needs </li></ul>© 2009 Mantic Point Solutions Ltd
    8. 8. Case Study 3. Manchester Airport (Parking) Day Before SMS Reminder T-4 hours Traffic alert SMS with mobile-web link <ul><li>Booking add-on </li></ul><ul><li>Incremental revenue </li></ul><ul><li>Enhance customer experience </li></ul>© 2009 Mantic Point Solutions Ltd >
    9. 9. Topics <ul><li>Mobile market </li></ul><ul><li>Mobile in travel – examples </li></ul><ul><li>Mobile for hotels </li></ul><ul><li>Summary </li></ul>© 2009 Mantic Point Solutions Ltd
    10. 10. What about hotels? © 2009 Mantic Point Solutions Ltd ? Extend the front desk – post booking services <ul><li>What do your guests really want from mobile? </li></ul>Does this scale?
    11. 11. Extending the front desk <ul><li>Starting the front desk experience from the moment I leave home </li></ul><ul><li>Defines guest perception </li></ul><ul><li>What’s in it for you </li></ul><ul><ul><li>Brand reinforcement </li></ul></ul><ul><ul><li>Post booking revenue </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Aggregate relevant content </li></ul></ul><ul><ul><li>Minimize communication </li></ul></ul><ul><ul><li>Make it easy for the customer </li></ul></ul>© 2009 Mantic Point Solutions Ltd
    12. 12. What could it look like? Is everything OK? My itinerary Which airport terminal ? Directions Booking reference Is everything still OK? Are there any traffic issues? Has my flight been delayed? Have I got my paperwork? Let them know I’m here Hotel knows you’re on your way Directions to hotel Booking reference On arrival seamless handover to hotel wifi. Save me time Restaurant booking Events, tours Maps Transport Fast high bandwidth, low latency wifi access made easy
    13. 13. Service or Revenue or Both? <ul><li>Look outside the silo </li></ul><ul><li>Lead with Service follow with Revenue </li></ul><ul><li>Generate reasons for the traveller to come back to the service </li></ul>© 2009 Mantic Point Solutions Ltd The Churchill Booking Ref: HY11GH4 Berkley Mews, W1H 7BH Tel: +442072992127 More:
    14. 14. Summary <ul><li>Is mobile part of your contact strategy? </li></ul><ul><li>Use mobile to extend the front-desk </li></ul><ul><ul><li>Enhance customer service </li></ul></ul><ul><ul><li>Personalised, relevant info </li></ul></ul><ul><ul><li>Extend sales window </li></ul></ul><ul><li>Want to find out more? </li></ul><ul><ul><li>Mike Atherton, Mantic Point </li></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>© 2009 Mantic Point Solutions Ltd