mobile marketing




MOBILE MARKETING IN THE
HOSPITALITY INDUSTRY


                     Realizing valuable customer inter...
ELEVATOR PITCH:
     OUR BUSINESS IN 60 SECONDS
                 Customer experience
   Trends        New ways of communic...
CONFLICT OF TRENDS AND ACTUAL
SITUATION IN THE HOSPITALITY INDUSTRY

  Trends in the market                         Hospit...
SOME PRACTICAL APPLICATIONS
OF OUR SYSTEM
 Welcoming to the city
 Last minute room changes
 Conference delays
 Reminders o...
ADDED VALUE AS A RESULT OF OUR OFFERING FOR
  THE HOSPITALITY INDUSTRY AND CONSUMERS
Business perspective                 ...
OUR BUSINESS MODEL; 75% OF
REVENUE FROM LICENSING THE SYSTEM

 We will receive a license fee of the hotels which will use
...
COMPETITIVE ANALYSIS

 Direct digital marketing
   E-mail, websites and mobile services




                              ...
QUESTIONS & REMARKS




                      26-2-2010   8
Appendix 1: An example of customer
feedback via SMS
An example of direct feedback in a South-
African restaurant




     ...
APPENDIX 2: OUR SYSTEM IN
  DETAIL

                                              Data
Feedback      Customers      System...
APPENDIX 3; OUR STRENGTH: THE SCALABILITY OF OUR BUSINESS,
    OUR WEAKNESS: WE DO NOT HAVE THE TECHNICAL SKILLS INHOUSE

...
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Businessplan Informative

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Businessplan Informative

  1. 1. mobile marketing MOBILE MARKETING IN THE HOSPITALITY INDUSTRY Realizing valuable customer interaction By Michiel Veefkind, Willem Bleeker & Paul van Keulen 26-2-2010 1
  2. 2. ELEVATOR PITCH: OUR BUSINESS IN 60 SECONDS Customer experience Trends New ways of communication (personalized and cross-media) Continuous customer service improvement The hospitality business is traditional in approaching customers Problem There are no direct customer feedback systems and little personalized information Mobile marketing system with feedback function, using SMS messages as a starting point, followed by smart phone applications Solution For hotels: direct interaction with their customers and customer service. Customer loyalty will be improved. Value creation For customers: better understanding of their needs, instantly better service and personalized information about hotel and city. 26-2-2010 2
  3. 3. CONFLICT OF TRENDS AND ACTUAL SITUATION IN THE HOSPITALITY INDUSTRY Trends in the market Hospitality industry Personalized communication Very traditional way of ◦ Cross-media communication with ◦ Social media customers (only booking process is digitalized) Continuous customer service improvement key Identifying customer issue for long term growth satisfaction is costly and and profitability time consuming, because it is all done in hard-copy Customer experience is a key marketing issue No real time service improvement possible with current system “It is just a matter of time before new technologies will be used in the hospitality market” 26/02/2010 3
  4. 4. SOME PRACTICAL APPLICATIONS OF OUR SYSTEM Welcoming to the city Last minute room changes Conference delays Reminders of: payment, bookings and check in times Package up sells & offers Restaurant menus Information requests (matches, cinema, sightseeing) Feedback questionnaires in order to improve customer service “Target specific guests at specific times with specific messages” 26-2-2010 4
  5. 5. ADDED VALUE AS A RESULT OF OUR OFFERING FOR THE HOSPITALITY INDUSTRY AND CONSUMERS Business perspective Consumer perspective Providing an interactive Better understanding of communication platform, which consumers’ needs will result in: Instantly better service ◦Direct interaction with Right information at the right customer time ◦Complete customer service overview ◦Improvement of customer services ◦Higher sales via up selling and marketing of extra services Improved customer service & Happy customer higher sales E-commerce manager of the Hotel Management Group: “The business idea of PMW Marketing addresses perfectly what hotels miss at the moment” 26/02/2010 5
  6. 6. OUR BUSINESS MODEL; 75% OF REVENUE FROM LICENSING THE SYSTEM We will receive a license fee of the hotels which will use our system We will use freelance consultants to train the hotel managers in direct marketing and/or hospitality Licensing fee Consulting fee 26-2-2010 6
  7. 7. COMPETITIVE ANALYSIS Direct digital marketing E-mail, websites and mobile services 26-2-2010 7
  8. 8. QUESTIONS & REMARKS 26-2-2010 8
  9. 9. Appendix 1: An example of customer feedback via SMS An example of direct feedback in a South- African restaurant 26-2-2010 9
  10. 10. APPENDIX 2: OUR SYSTEM IN DETAIL Data Feedback Customers System Feedback Overview of processed and Report process sends sms receives SMS stored reports stored Message to manager SMS to Information Customer System Matching customer with process sends SMS receives SMS database information 26-2-2010 10
  11. 11. APPENDIX 3; OUR STRENGTH: THE SCALABILITY OF OUR BUSINESS, OUR WEAKNESS: WE DO NOT HAVE THE TECHNICAL SKILLS INHOUSE Strengths Weaknesses Scalability of the business is very large No technical knowledge in-house High growth market Most hotels are part of large groups (e.g. Addressing a real gap in the market Hilton, Accor, Best Western, etcetera) so Customers are easy to find probably sales needs to be on executive level People might regard direct marketing as spam Opportunities Threats Traditional market; lots of opportunities to improve current Traditional market, difficult to convince customer service and experience No real-time communication systems in place hotel managers of the need for new High-growth potential technology In near future: smart phone applications Large companies in the US have a similar Possibility to incorporate our business in existing hotel ERP systems, such as Hotelconcepts business and might introduce their Business can easily be extended in other service providing system in Europe markets CRM providers might copy our idea 26/02/2010 11

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