C Communication plan towards customer groups: Difference between revisions
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{{Header assignments}} | {{Header assignments}} | ||
== Name of assignment == | == Name of assignment == | ||
Communication | A Communication Plan aimed at your customer groups, so you will have to define first what [[customer]] groups you see or expect. | ||
== Situation == | == Situation == | ||
You have set a new strategy for your hotel, taking into account that there | You have set a new strategy for your hotel, taking into account that there are two markets: the [[leisure market]] and the [[business market]]. Within these markets, we have different types of [[customers]] (or guests). | ||
So far, there never has been a specific plan towards these customer types: the same promotion and communication has been targeted to all customers; newly arrived, loyal customers, old, young, buyers at a [[rack rate]] or [[last-minute]] price. | |||
== Goal == | == Goal == | ||
Make a plan on how to communicate more effective, efficient, more in line with the needs and profiles of your customers. You only have to look at customers, these are considered people who have done any booking during the last 10 years, or did not book but have been part of the booking party. <br>In the end, this plan should result in lower acquisition costs per booking. | |||
during the last 10 years, or did not book but have been part of the booking party. <br> | |||
In the end this plan should result in lower acquisition costs per booking. | |||
== Task, deliverable == | == Task, deliverable == | ||
Make a plan for the year to come. Make clear | Make a plan for the year to come. Make clear: | ||
* | * Which customer groups you define | ||
* | * Which media will be used at what moment in time | ||
* | * Which group will get what message at what moment on which media | ||
* | * What are acceptable acquisition costs and how high do you project them when applying your plan? | ||
== Assessed elements == | == Assessed elements == | ||
* Is the plan feasible? | * Is the plan realistic and feasible? | ||
* Is the link to | * Is the link to customer needs and hotel strategy clear? | ||
* Are | * Are benchmarks used for the acquisition costs of other hotels, and an estimate of the costs of Emerald Forest Hotel in the past? | ||
* Are the media and messages chosen | * Are the media and messages chosen in line with the customer groups? | ||
* Is the difference between leisure and business made clear? | * Is the difference between leisure and business market made clear? | ||
* Are all the sources accounted for? | |||
== Additional information == | == Additional information == | ||
* [[ | * [[Leisure market]], [[business market]] | ||
* [https://skytouchtechnology.com/whats-true-hotel-customer-acquisition-cost/ Customer acquisition costs] | * [https://skytouchtechnology.com/whats-true-hotel-customer-acquisition-cost/ Customer acquisition costs] | ||
* [https://lwhospitalityadvisors.com/wp-content/uploads/2016/10/hotelexecutive.com-Understanding-Your-Customer-Acquisition-Cost-CAC-Then-and-Now.pdf Calculate acquisition costs] | * [https://lwhospitalityadvisors.com/wp-content/uploads/2016/10/hotelexecutive.com-Understanding-Your-Customer-Acquisition-Cost-CAC-Then-and-Now.pdf Calculate acquisition costs] | ||
Latest revision as of 19:41, 9 September 2023
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Assignments
Name of assignment
A Communication Plan aimed at your customer groups, so you will have to define first what customer groups you see or expect.
Situation
You have set a new strategy for your hotel, taking into account that there are two markets: the leisure market and the business market. Within these markets, we have different types of customers (or guests). So far, there never has been a specific plan towards these customer types: the same promotion and communication has been targeted to all customers; newly arrived, loyal customers, old, young, buyers at a rack rate or last-minute price.
Goal
Make a plan on how to communicate more effective, efficient, more in line with the needs and profiles of your customers. You only have to look at customers, these are considered people who have done any booking during the last 10 years, or did not book but have been part of the booking party.
In the end, this plan should result in lower acquisition costs per booking.
Task, deliverable
Make a plan for the year to come. Make clear:
- Which customer groups you define
- Which media will be used at what moment in time
- Which group will get what message at what moment on which media
- What are acceptable acquisition costs and how high do you project them when applying your plan?
Assessed elements
- Is the plan realistic and feasible?
- Is the link to customer needs and hotel strategy clear?
- Are benchmarks used for the acquisition costs of other hotels, and an estimate of the costs of Emerald Forest Hotel in the past?
- Are the media and messages chosen in line with the customer groups?
- Is the difference between leisure and business market made clear?
- Are all the sources accounted for?
Additional information
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