Solomo 121220085156-phpapp02
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This document discusses how SoLoMo (social, local, mobile) marketing campaigns can be successful in various industries. It uses the example of American Express' "Shop Small Saturdays" campaign. Key factors for success include identifying incentives people care about, like cash back rewards, keeping the program simple, and developing customer loyalty and brand image over time. Success can be measured through increased revenue, promotion, and participation. The concept can also be applied to the hospitality industry given its service-based, customer-focused nature where SoLoMo could improve the guest experience and develop stronger customer relationships.
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Solomo 121220085156-phpapp02
- 1. CHABRIER Guillaume MEDEIROS Miguel VALENZUELA Stéphanie MBA 2B
- 2. Which industries? Service industries Case: Shop Small Saturdays
- 3. What characteristics must be present to make a SoLoMo campaign a success? 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.
- 4. 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.
- 5. 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)
- 6. 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
- 7. Conclusion SoLoMo is the new trend. Useful, easy and cheap. It increases connection between people, exchange of mutual values and builds relationships over time.
- 8. Thank you for your attention!!