Digital Marketing presentation, City University, London - lifestyle - Teach Digital, www.teachdigital.uk

2. At the Suite Spot we understand the importance of
enduring partnerships and creative collaboration.
The Suite Spot curates the very best in stylish,
out of the ordinary and unique city break
accommodation in key art, fashion and design
hotspots throughout the globe. We connect you with
like minded creatives and resident experts that
host inspiring and authentic staycations in their
own designer homes, whether that be a classy
penthouse, luxurious yacht or quirky tree house.
We help you find the perfect neighborhood to
coincide with local design exhibitions, shows and
events to ensure you leave with a memorable trip.
The Suite Spot want to create a super
interconnected global community of creatives and
suite spotters to ensure you always work, play and
travel in style.
Mission Statement
“

3. B2B
•Networking- a company's prerogative,
•cheaper,
•Generating content
•Marketing
C2C
•Community feel
•Helpful, exclusive, niche
•Authentic offline experience
•Fits seamlessly into lifestyle
•Unique Accommodation
•The Suite experience
•Restlessly innovative nature
•Network with like minded individuals
•Freelancers, specialist creative
disciplines
•Cheaper than a hotel
•Surprise
Core Benefits

4. Competitors- Inspiration

5. Events- Customer Motivation
• International events –Tweet, share, ‘content campfires’
about events more often to ensure we are RELEVANT and FRESH
for SEO
• Sponsored by brands leverage their brand, they have brand
power = TRUST & CREDIBILITY

7. Customer Persona
• Unhappy with sterile,
overpriced and boring
hotels
• Like the finer things in
life, brand worship but
admire creative innovation
and thrive on newness and
the unexpected
• Professional home owners
2+ properties
• Technically savvy, tablet
and smartphone dominant
use
• Live life on the go,
prioritise mobile and
convenient services
• Self centred, attracted to
products that will help
‘elevate’ their reputation

8. • ‘Micro Targeting’ a niche
• High disposable income
• In the creative industry,
architects, interior
designers, fashion designers,
fashion buyers, bloggers,
stylists, artists
• With international travel
experience, wanting glamour,
unique experiences and
‘social currency’
• Sociable, like, share, pin,
tweet, showcase, reveal,
unveil...
• Live for the thrill of
discovery and want to be
inspired
• Fans not customers
• Trend setters not followers
• Not the typical tourist
• Motivated by
events/shows/exhibitions

9. What is our persona’s unspoken
question about the Suite Spot?
Security- art pieces, expensive homes & possessions-
trust is ever more important to gain for our business
through DM
•Brand voice/personality is warm, conversational and
charismatic with a ‘glossy’ edge =likeable, reassuring
•Host & Guest profiles, our product is a ‘connector’
and we verify details prior to staycation
•Security deposits as insurance & photo of IDs

10. SOSTAC
SITUATION
Competitors
•No travel/city break apps targeting
lucrative ‘niche’ of professional creatives
•Air BnB is commercial, aimed at young
travellers
Customer Insight
•Wanting ‘social currency’ & content to
express style, status, personality & want
to be inspired.
Market Trends
•Location based apps that are ‘browsable’ in
nature and allow networking in real time are
growing in popularity
•Fashion & Design industry is a high growth
sector & key to economy
Trends
•The unconventional, rebellion, the non
brand, rise of the inconspicuous= THE ANTI
HOTEL.
•Popularity of services that allow people to
connect in virtual world and share
authentic, tangible experiences in real

11. SOSTACOBJECTIVES
Sell
•Email List acquisition offline events
•App home page- email to free download
•Affiliates & Influencer PRs-
collaborate
Serve
•Visual topic focused SM competitions &
discount
•Word of mouth marketing
•Free web portfolio promotion
Sizzle
•Buzz/Viral Marketing at travel
hotspots
•Building a collection of beautiful
cultural imagery and luxury interiors
•Branding, play on word ‘Suite’,
Speak
• Engaging content from customer
testimonials and email
‘postcards’
• Pinterest Mood boards, themes &
trends
• Suite Spot coverage of events,
exhibitions on Twitter,
Facebook, Instagram, Youtube
#SuiteSensations
• Google Circles- Interior
Designers, Artists etc.. By
city and area
Save
• Google Analytics by Location to
track where people are using
Suite Spot- open up new
interest design hot spots to
keep us fresh
• SEO, reviews, testimonials,
images user generated content.

13. Website Look & Feel

14. Host Stories

15. MOBILE MARKETING
•Location-based advertisingLocation-based advertising
possiblepossible
•Mobile app = customer persona/Mobile app = customer persona/
target audience is always on thetarget audience is always on the
move, own smart-phonesmove, own smart-phones
•Texts which confirm andTexts which confirm and
automate, warmer (brand) desktopautomate, warmer (brand) desktop
responsesresponses
•Easy search function based onEasy search function based on
location “LON” “PARIS” “MILAN”location “LON” “PARIS” “MILAN”
“NEW YORK”“NEW YORK”
•Suitees collected in exchangeSuitees collected in exchange
for sharing on facebook mobilefor sharing on facebook mobile
•Integrated with FB, when tripIntegrated with FB, when trip
booked it is shared with friendsbooked it is shared with friends
•QR Code within tote bags

16. •“ Mixing cocktails in Milan
•Dear Suite-spotters,
Just a quick snapshot of my amazing time in Milan. I booked
on Suitespot as a friend recommended it and I thought it would
be an interesting alternative to a hotel not to mention the
networking opportunities and be around inspiring individuals.
The host was Paula and she was very friendly from the
beginning and it turned out that she and I had a lot in
common, especially in the kinds of designers we loved! On the
Saturday night we went to an exclusive fashion show where I
met some up and coming Italian designers and being with
Paula definitely helped me open up some interested
conversations with them. Not the mention the exquisite
cocktails at the venue. After the party we went to an afterparty
where we met some very inspirign people, the interior design
and layout of the flat was amazing.
Regards,
Email Marketing

17. User Engagement – CONTENT MARKETING
• User generated content in exchange for
sweeties (aka suitees)
•Similar to tripadvisor/review system
•“Suitees” in exchange for blogs with
short diary entry to trip => content
for email marketing
Reviews, Rewards, Retention

18. What’s your #SuiteSpot?
#SuiteSensation
#SuiteStaycation
#trendsetter
Are you the next #SuitestThing?
Spot us @NFW #SuiteSpot
#TheSuiteStuff
#SuiteSpotting
#antihotel
#creativecondiments
#soapserious
#onefinebrew
#TheSuitestThing
-Our pick of the day
-Our edit/curation
-Inspiring imagery
The Suitest trends for AW15 @DecorexInternational #brightbotanics #dreamytulles #bronzeaccents
#Osbourne&Little #DesignersGuild
Top Tips for Fashion Week (based on whats trending e.g World Cup)
Where to eat out
What to wear
Survivals guide
Designers to watch
Social Media

19. http://www.houzz.com/sunroom
User generated photos > interior design
Two levels:
1. C 2 C > social
2. B2B > partner with interior design > hashtag ikea
Mood board becomes Inspiration + Marketing for interior
design and furniture companies
http://www.houzz.com/photos/1322651/Fit-for-a-McQueen-contemporary-closet-phil
User Engagement, Content Creation

20. During an exclusive event
“thanks for visiting us at XXX event”
“email permission marketing” + “offline
to online interaction”
“direct marketing”
Tag us on FB, competitions, best image,
mote votes wins tickets to
Offline to Online PR

21. http://www.fashions.org/community/fashionweeks.php
Every week, using services + tweet about the
events more often
Leverage brand power ot Mercedes Benz (Mexico
Fashion Week)
Singapore Fashion Week: (Audi)
Sponsered by brands – Audi and Mercedes Benz-
leverage their brand, they have brand power =
TRUST & CREDIBILITY

22. BUZZ MARKETING
#suitspotting sweet tickets around
locations to create hype,
barometer sweetometer?
As powrful as ‘googling’ and
‘facebook it’
Suite = trendy Suite spotting=
trend spotting
Travel hotspots- home set up
quirky interiors
Suite : trendy e.g. trend
spotting, suite-sharing
Hashtag: Italy v whoever, watch
the action in Milan @suitespot
@Word Cup
Triggers for digital marketing

23. • unique stays
• unique accommodation
• romantic trip
• inspiring places
• unique hotels
• quirky accommodation
• City breaks
• Staycations
• Luxury travel
• Stylish accomdation
• London Fashion Week
• Clerkenwell Design Week
• Short city breaks
• Best city breaks
• Lasy minute holidays
SEO & Key PHRASES

24. Influencer PRs
Creative review
dezeen Magazine
FaceHunter
StyleBubble
Style.com
WGSN
Trendstop
Leads, links, SEO, building
external links

25. You Tube Interviews /Vox Pops
#SuiteSensations Channel

26. Affiliates & Partnerships

27. Google Analytics
International Traffic  Future Marketing based on
Location/ Language and Traffic cues
Geography
Google Alerts
Design Week
Fashion Week
Art Exhibitions
Festivals
Decorex... Etc
#countdown #suitesensations #findaneighborhood
#inspired
DM Analytics & Triggers