Below you will find some example case studies:

Hotel Loyalty
Case Study 24

OVERVIEW
A worldwide hotel chain wanted to encourage their members to register for an upcoming “frequent guest” promotion. This was their first trial of voice messaging, which they were using as a comparison alongside their usual direct mail campaign. The goals of the MarkeTouch Media voice messaging campaign were to stimulate promotion registration and lower the client’s cost to acquire.

STRATEGY
The strategy for this client was a MarkeTouch Media Drive-to-the-Web/Drive-to-the-Call Center voice messaging campaign focused on persuading members to register for the upcoming season’s promotion. With registration, the member would be eligible for bonus points toward hotel stays or bonus airline miles.

ACTION PLAN
MarkeTouch Media created two different messages that were sent to the hotel chain’s loyal members. Both scripts used a “Specific Offering” strategy in conjunction with the client’s existing direct mail campaign; however the first message was a Post-Mail ‘Reminder’, while the other was a more excited-sounding ‘Kicker’ offer message. The ‘Kicker’ message extended the timeframe of the offer for customers who had not yet registered in order to personalize the message even further and appeal directly to that cus-tomer. It was also used as a way to convey a greater sense of urgency.

BENEFITS/RESULTS
This campaign was successful in meeting the client’s goals. The results of the test showed that voice messaging, as executed by MarkeTouch Media, obtained a comparable response rate to the direct mailer, but at a significantly lower cost per communication. The cost to register a member using direct mail was approximately $5.00, while the cost to register a member using voice messaging was much lower; less than $2.00. Furthermore, this client benefited from lessened development lead times, faster communication delivery (i.e., no wasted days in the middle of the promotional period waiting for mail to be delivered), and NO negative impact on their Service Center. Consequently, they have decided to continue to communicate with their members via voice messaging, and have signed a multi-year commitment with MarkeTouch Media.

Hotel Loyalty Case Study 24

Casino Event Promotion
Case Study 18

OVERVIEW
A major hotel and casino chain in Las Vegas was in need of a last minute campaign to promote a closed-caption viewing party of a heavyweight fight. The hotel’s marketing department had only 48 hours to meet the following goals:
· Develop the campaign strategy
· Rapid implementation of voice messaging campaign promoting the party
· Fill 500 seats

STRATEGY
The strategy was to develop a warm and inviting message to be sent to past hotel guests. The message would invite guests to a closed-caption viewing party and include an 800 # and special promotion code that guests could use to reserve their seats.

ACTION PLAN
MarkeTouch Media developed a voice messaging campaign which focused on the exclusivity of the viewing party and limited number of tickets available. The message had a sense of urgency, because time to purchase tickets was running out. All incoming calls were received by the hotel’s general reservation line which continued the customer’s positive and personalized experience.

BENEFITS/RESULTS
Over 50,000 messages were delivered to answering machines and the 500 seats were sold out within 5 hours of voice message delivery. Due to MarkeTouch Media’s fast, efficient and effective voice messaging campaign, all original goals were met, exceeding all expectations and producing exceptional ROI.

Hotel Guest Acquisition
Case Study 19

“Our focus has always been to increase the response rates of traditional advertising by utilizing innovative technology coupled with traditional marketing know-how.” - Lyle Green, Vice-President, Sales and Marketing

OVERVIEW
One of the largest hotel and casino chains in Las Vegas wanted to increase the response rates of their guest acquisition direct marketing efforts. MarkeTouch Media developed an alternative direct marketing campaign which included a highly-targeted database coupled with voice messaging. Traditional database lists were purchased from several different contracted vendors. These vendors provided name, address, and telephone numbers of prospects that fit desired de-mographic and geographic models. Additional telephone numbers were added from the hotel’s own reservation 800 number. Hundreds of thousands of consumers call the reservation line annually but less than 20% actually become guests at the hotel. That information helped to identify a large number of 100% verifiable and targeted consumers. With MarkeTouch Media’s data append service, NCOA, quality addresses were acquired on over 70% of the database. After extracting businesses (travel agencies) and existing guests, there was a final database of over 150,000 consumers.

STRATEGY
The strategy for this campaign involved identifying and building a database with a high percentage of qualified consumers. The qualified database immediately received the hotel’s standard promotional package. To achieve the most reliable results, a variable test group was included in the database to compare response rates. MarkeTouch Media also developed a quarterly voice messaging campaign aimed at building brand awareness, loyalty and increased sales of promotional offers. Upon message rollout, the campaign results were carefully monitored and tracked to better gauge ROI.

ACTION PLAN
MarkeTouch Media implemented a voice messaging campaign to create interest in various hotel promotional packages that had been mailed to the database. The day the promotional package was due to arrive in homes; “Specific Offering” pre-mail messages were delivered to answering machines of over 70,000 consumers urging the message recipients to check their mail for special discounts and upcoming events.

BENEFITS/RESULTS
Direct Marketing response rates ranged from .004 – 1%. Past traditional direct marketing programs generated a response rate of .07%. Ongoing MarkeTouch Media voice messaging campaigns have lifted response by as much as 200% and reduced the cost per acquisition by 40%, exceeding expectations and delivering an unprecedented ROI.