W.I.P
Objective:
My team and I were given the task to help re-engage past W Hotel customers and encourage future purchases. By creating a marketing plan that would take into consideration the demographic of our past customers and appeal to their interests. We marketed W.I.P Loyalty program through various channels using Ads that caters directly to their interest and also increases W Hotels brand awareness.
The Process:
To initiate the project we understood that in order to position ourselves for success we had to go back and evaluate previous customer behavior and spending patterns to build upon that. Creating a loyalty program that appeals to their interests and gives them perks as they spend. This mentally encourages them to spend more to attain even greater perks. Based on the data provided we noticed that their ads were not preforming well, the marketing channels used were Paid Search, Display Ads, Paid Social Ads, and Retargeting Ads. With our insight and research using Google Keyword planner, data on our demographic’s trends, behaviors, and interests we put together a campaign structure to optimize the four marketing channels therefore meet our objectives which were to increase loyalty program awareness, average order value, and grow loyalty program members. The CTA’s used lead to the landing page taking them down through the funnel converting them into the W.I.P Loyalty Program. Here is a Brief Run Down of How We Utilized The Following Platforms:
Paid Search: Incorporated relevant and and non competitive keywords in the description as well as site extension links of each tier of our loyalty program to help customers navigate through our program easier saving them time and hassle.
Retargeting Ads: Retargeting Ads will be through email marketing to people who visit the landing page and leave, those who sign up for newsletters but don’t purchase, and people who create a W.I.P account but don’t purchase.
Paid Social Ads: Using Facebook business suite we created Facebook Ads and Instagram Ads for the purpose of brand awareness and conversions. Facebook being the largest social media platform, most of our target market has an account and Instagram a platform where we can encourage tags and mentions to attract new customers. build awareness, and eventually convert.
Display Ads: Display Ads are meant for those who have already expressed interest by visiting W Hotel website or clicking an Ad, as well as target customers that have stayed with W Hotel the past 90 days. These Ads are more niche oriented such as Nightlife, Adventurous, or Foodies.
