Superfans are everywhere. They consistently spend on their favorite airline’s credit card, root loyally for their hometown sports team, and have stayed at their favorite hotel chain 37 times. These individuals don’t just interact with a brand, they live it!
In today’s culture of instant everything it is more important than ever for hotels to identify, surprise, and delight these hyper-focused consumers. They are angel advocates of your brand and truly help define the statistic that 80% of your revenue comes from 20% of your customer base.
Ask yourself these 5 questions to make sure your marketing campaigns are designed to lure in and keep your die-hard superfans.
Would I interact with this?
You would be shocked by how many times I have asked my clients if they themselves would use X, sign up for Y, or interact with Z and after a befuddled look, long pause, and deep thought they sigh and say, “Well probably not.” If you devise a plan that does not cause you to jump out of your chair with excitement how can you possibly expect your customer to be interested? Only, and I mean only, put your resources and dollars towards something that you, on a personal level, would back and get behind. If you wouldn’t do it, don’t expect customers to either.
What is the customer experience?
After you devise an action plan with your team, walk through the idea from the standpoint of the customer. For example, if it’s signing up for a special promotion online, walk through it from step one. After logging on go step by step, ‘What do I see?’ ‘Is the language easy to read and understand?’ ‘Are the buttons large enough to click on?’ Then walk through it from different angles, such as from a desktop, mobile device, iPhone and Android. Make sure you have thought about each and every angle as the consumer would from the very first click to the very last.
Can I piggy back this?
At some larger hospitality brands, the left hand doesn’t always talk to the right hand. Reach out to other departments or affiliates to see if they are working on any similar promotions. For example, if you were thinking about running a spa promotion from June 1st - 3rd but after talking with the outdoor sports department realize there is a tennis camp from the 4th - 6th, perhaps move your spa promotion to the same weekend, thus combining your marketing efforts and doubling your marketing budget! By asking a few targeted questions you could significantly expand your resources.
Did I ask someone who does not work with me if this is cool?
We all get stuck in our own silos and departments, making it hard to think outside of your own bubble. If you are mulling over a marketing idea at your hotel, test it out on three different people: someone in your department at your company, someone outside of your department at your company and someone who isn’t at your company at all. The latter is key as they are a true third-party resource for honest feedback.
What is my ultimate goal vs. my nice to have goal?
Too often marketers will be overwhelmed with multiple goals on a given marketing campaign or project. Avoid this by dividing your goals into two lists: ultimate and nice to have. For example, an ultimate goal might be to get 1,500 more photos on Instagram under your hotel’s geolocation. While a ‘nice to have’ goal would be for 20 of those photos to come from popular celebrities, influencers or bloggers.
Kim Kaupe is the co-founder of ZinePak, a superfan-focused company that creates engaging fan packages for entertainers, brands, and celebrities. She graduated with a B.A. in marketing from the University of Florida and roots loyally for her Gators.
Most recently, she was named a Woman of Influence from the New York Business Journal and featured on ABC’s Shark Tank, securing offers from 4 out of 5 sharks. Previously she was named to Inc.’s 35 Under 35, Advertising Age’s 40 Under 40 and Forbes 30 Under 30. Check out ZinePak’s projects over at ZinePak.com and drop a line email@example.com to let us know what you think!
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