MakesBridge - Immediate Marketing for Caribbean Resorts

Jay AdamsCEO, MakesBridge

Agenda• Immediate Marketing™ introduction (1:30)• BWWS primary and secondary objectives (2:30)• ResortConnect™ Marketing Campaigns (7:30)• ResortConnect™ on MakesBridge – brief tour• Questions and next steps

Core Objectives• Generate resort reservations• Guest satisfaction• Loyalty• Guest referrals

Secondary Objectives• Cross promotion with rental car business• Build contact database

12 months of marketingDirect Mail to NY, NJ, Boston, Atlanta,North CarolinaEmail to 30k database

Objectives:Resort reservations

Tactics:Direct mail for reachLeverage existing databaseTodd & Leslie brand +” island experience” packageTopline Message: How to enjoy Turks (island highlights, location, TLC)

2013 Marketing Flow

12 months of outreachU.S. travel editors

Objectives:Journalist write about BWWS

Tactics:EmailTelesales (assistant)

Travel Editor Flow

Sent to guests after reservation2 email messages1 brochure of “Todd’s picks”1 outbound call

Objectives:• Guest relations• Set experience framework• Word of mouth - referrals

Trip Anticipation Flow

4 email and SMS messages

Objectives:• Enhance Guest Experience• Positive Feedback/Ratings• Car rentals

In-Visit

3 email messagesPersonal thanks, ask for feedback

1 outbound call1 Thank You post card

Objectives:• Loyalty• Word of Mouth• Ratings

Loyalty Flow

Guests with “favorable+” ratingare automatically added to flow.3 email messagesMessages stop with response

Objectives:• Ratings• Search rankings

Referral Flow

Immediate Marketing™Valuation ToolCosts Displacement• Professional Services: marketing process architect, media buyers, media planners,

copy writer, designer, web developer, SEO expert, social media blogger, pr firm.

Streamline• Multiple Vendor Management: email coding, direct mail house, social blogging

engine, sms, call center.

One-Stop • Multiple Tools Cost and Deployment: Mass Email, Marketing Automation, Sales

Automation, Web Analytics, Business Analytics, Sales Lead Management

[Illustration of MakesBridge with all components. (pie slices with actors / partnerships) ]

Immediate Marketing™Valuation Tool

No Risk“stop” what’s not working in one secondNo long term agreements11+ year platform – established, hardened, and 5-star ratedLong term – a tool you can’t outgrow

Economically IngeniousWhat you would otherwise be spendingMostly pay as you go and pay for performanceAvailable options in the marketplaceLess established and less innovative solutions

Primary Objectives – Tactics

• Generate resort reservations – outbound marketing to target markets and existing data base – email, direct mail, telesales

• Guest satisfaction – email, sms offers and “must sees” during stay.

• Loyalty – messaging stream to guests after they leave. Direct mail and email, automated

• Guest referrals – continuity non-obtrusive 3 message stream to request survey. If “had a great time”, automate Yelp! review request and “send offer to friends”.

Passive Objectives – Tactics• Cross promotion with rental car business – include offers for GBCR and Thrifty in marketing messages

and landing pages

• Build contact database – opt-in form on marketing landing pages• Acquire SMS permission – opt-in form on landing pages

Primary Objectives – Tactics – Recommendations• Generate resort reservations – outbound marketing to target markets and existing data base – email, direct mail, telesales

PP Modules

ResortConnect™ 12 Month Marketing Plan (Carribbean Version)ResortConnect™ SMS premium specials

• Guest satisfaction – email, sms offers and “must sees” during stay. -> PP Module ResortConnect™InGuest Messaging

• Loyalty – messaging stream to guests after they leave. Direct mail and email, automated -> PP Module -> ResortConnect™ Loyalty Flow

• Guest referrals – continuity non-obtrusive 3 message stream to request survey. If “had a great time”, automate Yelp! review request and “send offer to friends”. -> PP Module ResortConnect™ Referral Generator

Passive Objectives – Tactics• Cross promotion with rental car business – include offers for GBCR and Thrifty in marketing messages and landing pages

• Build contact database – opt-in form on marketing landing pages• Acquire SMS permission – opt-in form on landing pages, added to ResortConnect™ premium specials.

Primary Objectives – Tactics – Recommendations – BWWS Tasks• GENERATE RESORT RESERVATIONS – outbound marketing to target markets and existing data base – email, direct mail, telesales

PP Modules –>

ResortConnect™ 12 Month Marketing Plan (Carribbean Version) BWWS Offers, Bundle offers, Database, Confirm Target Zip Codes (we are targeting Houston, Atlanta, NY/N, confirm dmail offer, confirm telesales script)

Resort Connect™ SMS Specials sms offers – must be extreme!

• GUEST SATISFACTION – email, sms offers and “must sees” during stay.

PP Module

ResortConnect™InGuest Messaging (bundle offers)

• LOYALTY – messaging stream to guests after they leave. Call center outbound, direct mail, email, automated

PP Module -> ResortConnect™ Loyalty Flow review / update ResortConnect™’ outbound script, follow up email messages and direct mail.

• GUEST REFERRALS – continuity non-obtrusive 3 message stream to request survey. If “had a great time”, automate Yelp! review request and “send offer to friends”.

PP Module ResortConnect™ Referral Generator review messages and confirm survey form.

Passive Objectives – Tactics• Cross promotion with rental car business – include offers for GBCR and Thrifty in marketing messages and landing pages

• Build contact database – opt-in form on marketing landing pages• Acquire SMS permission – opt-in form on landing pages

Challenges• Show ecosystem and comms channels

• Production & Know How: agency, media buyers, media planners, copy writer, designer, web developer, SEO expert, social media blogger, pr firm

• Tools: Mass Email, Marketing Automation, Sales Automation, Web Analytics, Business Analytics, Sales Lead Management

• Communcations: email, direct mail, social sms, telephone

• Show how we have all in MakesBridge

• Show how we pre-package into routines on MakesBridge

Immediate Marketing™Valuation ToolI. Internal Evaluation

Assess what you value

Balance your needs across several factors based on:time, quality, cost

Yes / No decision if MakesBridge is right for you

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