WhatsApp在酒店营销中的强大作用.pdf

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1、The Power ofThe Power ofWhatsAppWhatsAppfor Hotel Marketingfor Hotel MarketingHelen Nurse|Director of Ideas,Capture1Richard Smith|Aldwark Manor Estate75%75%clickedclicked.No,thats not a typo.A real-world WhatsApp case study.How do you actuallyHow do you actuallytalk to your talk to your customers?cu

2、stomers?Not at them.Not to their inbox.Not to their feed.But in a way they actually respond to.“Ive always thought Ive always thought about it from the about it from the customers perspective.customers perspective.How do I want to be communicated to?And like most people now,the answer is WhatsApp.Ri

3、chard|Aldwark Manor EstateThe challenge:The challenge:PMS,booking system,MailChimp,BRS for golf,Trybe for Spa.All disconnected.No interaction.Email?2%click rate on a good day.Social?3%of followers even see it.SMS?You fire something at someone and hope.There has to be a There has to be a better way.b

4、etter way.Theres a void between email and social.Theres a void between email and social.WhatsApp lives there.WhatsApp lives there.EMAILEMAILCold audiencesNewslettersBooking confirmationsWHATSAPPWHATSAPPWarm audiencesPersonalised journeysTwo-way conversationTHE SWEET SPOTTHE SWEET SPOTSOCIALSOCIALBra

5、nd awarenessCold reachAlgorithm dependentWhatsApp by the numbersWhatsApp by the numbers2B+2B+Active users worldwide98%98%Message open rate4545 60%60%Average click-through rate2323 Daily opens per userCompare:Email open rate 20%|Email click rate 13%|Social organic reach 3%Email is a Email is a notice

6、boardnoticeboardWhatsApp is a WhatsApp is a conversationconversationPersonal.Immediate.Interactive.Already on everyones phone.Hotels are already using WhatsApp.Hotels are already using WhatsApp.But not all approaches are equal.Personal WhatsAppPersonal WhatsApp Warm and personal Not scalable Data on