| TEMPE, Ariz.� July 10, 2000 - Littleton Marketing
Group, LLC, a hotel marketing company, has aligned with Republic Direct
to form LMG Database Marketing. The partnership was created to bring the
benefits of knowledge-driven database marketing to individual hotels at
an affordable cost.
�Hotel chains are entering the database marketing arena in a big way,
but the real opportunity is at the individual property level, gaining an
understanding of who the customers are and what motivates them to buy,�
said Tom Littleton, principal. �Today�s technology allows us to mine
this data very economically and to apply powerful guest knowledge to every
aspect of the marketing program.�
One can hardly pick up an industry magazine without reading about the
virtues of database marketing and its place in the future of the hotel
business. �It�s really very simple. Hotels have very limited
budgets, which must drive enormous amounts of revenue. It�s vital
that those funds are spent efficiently and effectively. Database
Marketing provides the platform to do just that.�
LMG has identified the seven key areas where these concepts can reduce
marketing costs and increase response to marketing initiatives:
The LMG Seven Point Database Marketing
Analysis
1. Database Management
|
Your most valuable marketing resource? Your guest database.
We�ll give you a system for retrieving data and maximizing its usefulness.
And a process for
keeping it clean, accurate, merged, purged, complete and up to date.
And ways to apply it to useful actions and ideas. |
2. Guest Knowledge
|
Customer data must be harnessed and distilled into useful, relevant
information. This requires the most effective, knowledge-driven market
segmentation of guests.
Could you make more informed decisions with precise demographic guest
profiles? What attributes distinguish your customers from guests? Who are
your most valuable customers? Their lifetime value? What are their most
important needs, wants and purchase preferences? |
3. Customer Relationship Management
|
Do your repeat guests feel like part of the family? Like their stay
was tailored just for them? Are they helping to fill need periods?
It�s time to begin an open dialog. In doing so you�ll get closer to
one-to-one marketing. And turn guests into loyal customers. |
4. New Customer Acquisition
|
We look at your conversion ratio of leads to bookings, lead sources
and formats and fulfillment packages, then recommend methods to initiate
action for immediate sales and build a detailed database of qualified,
interested prospects for need-period bookings. |
5. Fulfillment
|
How can your advertising, direct sales and public relations efforts
be enhanced by direct mail?
Are your mailings generating phone calls, website visits, bookings?
Are they targeted, benefit oriented, based on specific needs and wants,
concise, memorable and action compelling?
What is your hierarchy of lists? Are the top lists generating the best
return?
Are you maximizing savings in postage and mailing costs?
We�ll offer suggestions for measurable, efficient, targeted, economic
strategies for new customer acquisition? |
6. Tracking & Measurement
|
How are you recording responses, conversions and revenue generated
from each marketing piece?
We�ll provide methods to determine profit contribution from each and
every marketing action. |
| 7. Website Integration |
Is it easy to integrate your website with each marketing campaign?
Does it serve as an effective response mechanism? Does it lead visitors
through the booking process? Can it be more useful for mining data? For
testing promotions and offers? Are Web results being tracked? |
.
|
To arrange the LMG Seven Point Database Marketing Analysis for
your hotel - email Tom at [email protected]
or call (888) 756-9966
|
�We focus on tactics that will drive repeat business, capture new guests
and develop rewarding relationships that create lifetime customers.�
LMG provides turnkey solutions and charges on an a la carte basis, so
those wishing to dip their toe in the water of database marketing can do
so in those areas that can make an immediate and significant impact to
the bottom line.
LMG has implemented successful database marketing strategies for such
clients as The Wigwam Resort and the Pointe Hilton Resorts.
 Littleton
Marketing Group has provided marketing consulting to hotels and resorts
since 1998. Republic Direct, a sister company to The Arizona Republic,
was launched three years ago to assist the newspaper, and Arizona companies,
with targeted mailings and database management. Aligning with Littleton
enables Republic Direct to enter the hospitality industry with their data
analysis and segmentation capabilities � an industry much in need of database
marketing assistance.
To review excerpts of articles on hotel marketing, visit the LMG
website. |
