 Social media and mobile devices have changed the way we consume content and interact with businesses and people. The increasingly “on-the-go” buyer is influenced by a 24x7 flow of information which has subsequently created more opportunities for brands to engage with their audience.
In this new marketing environment, mindshare is captured through more impactful engagement across a number of online channels. As marketers, most of us understand this and want to integrate email marketing with channels such as social and mobile, but it can be challenging knowing how to start and how to make a business case.
Tri-Messaging: An Integrated Marketing Approach
Eldorado Hotel Casino and Silver Legacy Resort Casino’s online marketing strategy is a great example of how to create more impactful engagement by integrating online channels. The casinos' overall goal is to better connect to their increasingly “on-the-go” audience, while continuing to build loyalty and attract new customers. To do this, they applied a tri-messaging strategy.
Simply put, tri-messaging is the proactive integration of three complementary marketing mediums that deliver more powerful results together: email, social and mobile marketing (the three pillars of tri-messaging). Tri-messaging is about ensuring that messages are written, packaged, orchestrated and unleashed for email, social and mobile marketing channels.
To execute a successful tri-messaging strategy, the casinos wanted to build out a mobile text campaign (a.k.a. SMS, or short message service) to reach and engage customers in real-time. Given that they didn't have a mobile subscriber list, the casinos included a mobile short code in their email newsletter. A short code is a four to six digit number people can text in order to receive information or coupons, participate in contests, etc. The call to action to receive the latest deals and promotions via SMS was well received, and the casinos were able to quickly build a solid, mobile opt-in list.
 Harmonizing Marketing Messages from Email to Social to Mobile
Once the casinos had built out their mobile opt-in list they were able to create a specific tri-messaging campaign capitalizing on current weather conditions. They crafted a relevant offer for a $99 “ski and stay” package that included a discounted hotel room and lift tickets to nearby ski areas, along with other perks. This campaign had three simple steps:
1) Timely Text Message. To reach their on-the-go subscribers they sent a well-timed text message, which read, “There’s a foot of fresh powder in the mountains & what better way to celebrate than a ski/snowboard package for $99! Call today, ski tomorrow.” With a timely SMS text, the casinos were able to create a sense of urgency and value in its call to action.
2) Social Media Promotion. Three days after sending the text message, the casinos promoted the “ski and stay” message via the second tri-messaging pillar: social media. This included:
- Tweeting the message
- Promoting it on the casinos' Facebook page
3) Targeted Email. After promoting their message via social media and mobile marketing channels, the casinos took advantage of one of the most powerful pillars of tri-messaging – email marketing – to target their subscriber opt-in list. To extend reach, the casinos also added the social share button to its email message. They repurposed messaging used in the social and mobile channels to drive increased marketing efficiencies.
Relevant, Timely Information across Multiple Touchpoints
With tri-messaging, the casinos were able to prove their business case by increasing ROI by more than 1,000 percent. The casinos also sold 28 percent more “ski and stay” packages during this December 2009 marketing campaign than in the rest of 2009 combined. And overall, they were able to increase conversions by approximately five to eight percent.
Eldorado Hotel Casino and Silver Legacy Resort Casino now have insight into what their target audience wants, and they have the tools – including a solid business case to share with executives – to further invest in this approach to deliver relevant messages to their on-the-go audience; all with an integrated approach across marketing channels.
Why it’s Time to Shift Our Mindset
The growth of mobile and the rise of social media have given people the opportunity to connect and engage with companies in a two-way dialogue. As in the case of Eldorado Hotel Casino and Silver Legacy Resort Casino, the power of marketing across three integrated channels helped reinforce and amplify marketing messages; allowing the casinos to break through the noise, increase relevance and achieve better results.
As marketers, we’re at an exciting time. This shift to a two-way, online marketing focus invites us to speak with our target audiences, not at them. It allows us to develop conversations and engage brand advocates and potential customers alike. And with the power of tri-messaging to extend reach, create advocacy, and increase revenue, companies can see significant improvements in marketing ROI.
For more insight check out our free on demand Webcast, Driving ROI with Email, Social & Mobile Marketing.
###
Related Resources:
|
