In Practice
“This campaign worked really well for the hotel but a Facebook Offer needs to be compelling and great value, we have run a bunch of these offers since and not all the campaigns have produced the same strong results,” says Hallmark. “Also the UAE is all about discounts; everybody has become accustomed to receiving discounts everywhere they go.
“Hence, you have to be realistic; if you are fighting against everyone else and put an offer out there for a room at AED 1000 ($272) it is never going to sell – you need to add value but it has to be good value as well.”
Looking at the overall audience for Facebook Offers, Hallmark noted that such promotions do not represent an opportunity to achieve the highest rate in yield. “It doesn’t attract that kind of customer,” he explains. “You have to be willing to put an offer out there and let
it explode.”
Hallmark admits that one problem with targeting a viral campaign is that T&Cs need to be precise. “The key is to keep it as simple as possible,” Hallmark says. “The offers that worked really well, are literally ‘buy one, get one free’ pull packs – very simple. People saw it, liked it, and claimed it!”
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According to Hallmark, a discount package should not be too ‘high-value’ however. “You should ensure that people who are claiming the offer will come back and pay full price for a service next time round,” he elaborates.
Results to Date
The results of the Spa Facebook Offers campaign:
- 150% ROI with 8600 vouchers claimed and 474 redeemed
- 119% boost in fans with 84% acquired organically
- 51% of fans are now female
- Significant growth in fans in the target age demographic of 33 to 44-year olds.
Having tested the waters with the spa promotion, the hotel is now experimenting with a clutch of different offers. Going forward, it will look at how the rooms component of the business can be boosted online.
“It’s a much more difficult sell because you’re asking someone to spend in the region of US $136-163,” Hallmark adds. “In April we had reasonable success with close to 60 room nights booked in one offer. That’s a ROI of something like 30-to-1, which is brilliant.”
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