Revitalized E-mail Marketing Campaign Boosts Event Biz for Hotel | Case Studies | | Hos... - 0 views
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The Hutton Hotel is a relatively new, boutique style hotel in the Nashville
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In order to raise the awareness of The Hutton Hotel to event/meeting planners, quarterly email blasts with photos of thespace and info were deployed, but in order to attract new clientele and gain attention of current clients, something dramatically different was needed.
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The campaign has helped to raise awareness for the hotel, and some current hotel guests have even stated that they had not been cognizant of the event space until seeing the video e-mail.
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Spectrio is an all-inclusive audio/video/digital marketing company that was able to work with The Hutton Hotel to create a video email that could go out to the blast list, with the hope that this unique promotional medium would show the hotel to clients without them ever having to visit the property.
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Working with Spectrio, The Hutton Hotel utilized a mixture of this video content and still photos combined with music and narration and links to event pages on Hutton’s website for this new e-mail campaign, which would showcase the widest array of possibilities for events from corporate meetings to social gatherings that could be held at the hotel. The blast was sent out this past spring to more than 14,000 email addresses of meeting planners who have either been to the property or were with the hotel through other efforts, and the results were that 16.88% unique visitors read the message, up from the normal 12% rate that was the norm for the hotel’s e-mail efforts. The campaign has helped to raise awareness for the hotel, and some current hotel guests have even stated that they had not been cognizant of the event space until seeing the video e-mail. Ultimately the hotel’s management has learned that to use an effective e-mail for marking purposes, video doesn't have to be specially shot footage or even be full-motion video, it could be done with graphic, pre-existing footage. Due to the success of the campaign, The Hutton Hotel plans to create a new video and send another targeted email to its corporate guests
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The Hutton Hotel that is a comparatively new and boutique style implemented new e-mail marketing in order to increase the clientele's awareness about their properties. The hotel developed this new e-mail marketing with the help of Spectrio that is an all-inclusive audio/video/digital marketing company. By using an existed short promotional film video of the hotel, Spectrio and the hotel created new video about hotel properties such as an event space to show the hotel and attract clientele without visiting in advance. This new e-mail campaign not only includes new video content but also still contain photos combined with music and narration and links to the Hutton Hotel's website like previous version of E-mail campaign. This new campaign increased the effectiveness of hotel's e-mail effort as well as enabled the hotel to raise the clientele's awareness .
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By creating a video to showcase the hotel's major feature by the use of simple video they were able to create engagement with potential meeting planners that previously weren't aware that such a space existed. The video was not a significant cost since it was footage that already had been used for other purposes. But by using this footage for a new purpose has created a wider audience they previously had not been able to reach. This targeted strategy to meeting planners is much more effective than simply sending out traditional marketing materials. It reached the people the hotel was seeking to target to increase the awareness of the space, to create more potential business. The hotel also plans to send out a targeted email to corporate guests in the hopes of the same success rate.