Webinar Recording: How 3 Hospitality Companies are Increasing Sales via Brand Advocates

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Travel and Hospitality Companies are Increasing Sales and Ratings by Leveraging Their Brand Advocates” featuring social marketing success stories from Rubio's, Tryp by Wyndham, and Qatar Airways. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

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Key Takeaways:

  • Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
  • Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
  • On average, 50% of a company’s customers are Brand Advocates.
  • Identify your brand’s Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9′s and 10′s are Advocates.)
  • Advocate marketing has a sales conversion rate of 5% or higher compared to traditional marketing at less than 1%.
  • Rubio's Advocates have created over 3,800 Yelp reviews and shared 60,000 offers with their social networks.
  • 41% of Tryp's Advocates recommended the hotel by creating reviews. The average start rating was 4.7 stars out of 5.
  • 43% of Qatar Airway's Advocates actively recommend the airline. Qatar Airways is seeing an 80% click-through rate on Advocate stories that were shared with their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance


Whitepaper: How Hotels Can Turn Word Of Mouth & Social Media Into Sales

Download: How Hotels Can Turn Word of Mouth & Social Media Into Sales Hotel marketers dedicate precious resources, dollars, time and energy luring and converting new customers. However, their most valuable marketing resource is often overlooked: Brand Advocates. This powerful segment of influential and passionate customers is already singing your praises by recommending your hotel, both online and off. Energizing your Brand Advocates can bring you the ultimate prize: a powerful marketing force that continuously recommends and sells on behalf of your hotel without being paid to do so.

Download this whitepaper and learn:

  • How to identify Brand Advocates
  • Brand advocacy best practices and keys to success
  • Key attributes of Brand Advocates and what they will do for your brand
  • Real world case studies on how leading hotel chains are leveraging their Advocates to drive sales
  • The value of Brand Advocates

We want to hear from you!  Feel free to posts your thoughts about the whitepaper here.

Webinar Presentation: Turning Loyal Customers into Salespeople #hotelmktg

Our latest webinar, produced with HSMAI, covered the difference between loyalty and advocacy, and how to leverage both to boost bookings and positive Word of Mouth. How to Achieve Social Media ROI in the Hotel Industry: Turning Loyal Customers into Salespeople

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Key Takeaways:

  • Always be thinking about the next horizon. Customers now own the conversation. You must play amongst them to influence that conversation.
  • As marketers, we used to own the message. Now, we facilitate the message.
  • Loyalty and advocacy are not the same, though creating memorable experiences is the foundation of both.

Make sure to download a free copy of the whitepaper, “How Hotels Can Turn Word of Mouth & Social Media into Sales.”

Webinar- How to Turn Loyal Customers into Salespeople

Zuberance and the Hospitality Sales Marketing Association International (HSMAI) are teaming up for our next webinar, "How to Turn Loyal Customers into Salespeople." Register Now!

Date: Thursday, March 10, 2011

Time: 11am PST/2pm EST

Twitter hashtag: #hotelmktg


Hotels and resorts spend billions on marketing and sales promotions trying to lure travelers to their properties and keep them coming back through loyalty reward programs. However, an influential and powerful segment that is often overlooked is Brand Advocates. The value of energizing Brand Advocates goes beyond loyalty. Brand Advocates are highly satisfied customers that pro-actively recommend your properties to their social networks online and offline. Mobilizing Brand Advocates turns your best customers into a cost-effective marketing force, driving sales and positive Word of Mouth.

In this interactive webinar, you'll learn from hotel industry leaders and social media experts how to energize your Brand Advocates to boost bookings and positive word of mouth.

  • How to identify and energize your best customers (AKA your Brand Advocates)
  • How leading hotels are leveraging WOM and social media to drive customer acquisition
  • How to measure social media marketing ROI
  • How to think about the value of Loyalty Programs vs. Brand Advocacy Programs

Featured Speakers:

John Moser, CMO, Denihan Hospitality Group

John Moser has been with DHG for 25 years and currently oversees all aspects of marketing, branding, advertising, public relations, and web strategy for DHG, directing an integrated marketing effort that simultaneously engages current and future guests for the Affinia, James, and Benjamin brands. He was recently named Marketing Executive of the Year for 2008 one of the Top 25 Extraordinary Minds in Marketing by HSMAI.

Robin Korman, Senior Vice President, Loyalty Marketing and Strategic Partnerships, Wyndham Hotel Group

As the senior vice president of loyalty marketing and strategic partnerships, Korman is responsible for the development and management of the company's loyalty program, customer loyalty initiatives, all direct-marketing programs and internal and external strategic marketing alliances. Previously, Korman was senior vice president and general manager at Chase Card Services where she was responsible for overseeing the company's multi-billion dollar partner credit card portfolio.

Rob Fuggetta, Founder/CEO, Zuberance

Rob is the driving force behind Zuberance's vision and is ultimately responsible for all aspects of Zuberance's business including product, engineering, operations, customer success, and sales and marketing. He has played a leadership role in three start-ups including Genuity, which went public in June 2000. Rob was a former partner at Regis McKenna Inc., the legendary Silicon Valley marketing and communications firm, where he co-led the global Apple business.

A copy of the whitepaper, "Energizing Brand Advocates and Increasing Your Social Media ROI" will be available to all registrants.

Register now!