The Power of Integrated Marketing Campaigns: How consumer product goods, consumer retail, hospitality and quick service restaurant companies use integrated marketing campaigns to increase brand awareness, engage customers and drive revenue

1. The Power of Integrated Marketing Campaigns How consumer product goods, consumer retail, hospitality and quick service restaurant companies use integrated marketing campaigns to increase brand awareness, engage customers and drive revenue

9. Consumer Retail: Overview Consumer retail recently experienced a shift in customer shopping behaviors. Increasingly, mobile devices are becoming a part of every day shopping habits, and customers have come to rely on the ability to use mobile devices to connect, communicate, share and receive information. It is imperative that retail businesses and franchises meet the shoppers where they are to build, and meet customer expectations. Companies, such as Adidas, Zappos and Graco have used integrated marketing campaigns effectively to drive traffic, increase their customer bases, engage their audiences, and ultimately, to increase sales and brand awareness.

14. Hospitality/Hotels: Case Studies The Roger Smith Hotel , located in NYC, uses social media to compete with the big name hotels in the city. When the hotel first opened, it realized that it needed to be where its customers were and targeted the heavy social media users coming to NYC, by spreading stories across the social media space (mainly on Twitter) about the hotel. “Storytelling” was already integral to the hotel brand; therefore, using social media was a natural extension. Roger Smith learned never to “sell” using social media; rather, the goal should be to build a channel of people that believes in it – a “people first” attitude. The hotel has a “social hospitality” associate who monitors Foursquare and Twitter for real-time information. This allows the hotel to get to know guests before they arrive at the hotel, and build a stronger relationship with the guest during his/her stay. The Wynn Las Vegas uses Foursquare to give tips and stories about the hotel with the goal of complementing and improving the overall service to guests. Employees track Foursquare to identify where guests are in the hotel and what they are doing. They also use it to greet guests by name when they check in - increasing the value of the customer service. The Wynn also uses social media to offer extra deals, and benefits for checking in and using the services, such a free room upgrade for tweeting, or a free glass of champagne at their nightclub with a code on Foursquare. With over 300,000 followers on Twitter in the first six months of the campaign, the Wynn is successfully building a community of loyal guests and future guests. The Wynn intends to take this idea of learning about guest behavior, by building a “business dashboard” to aggregate information and be even more insightful.

19. Who Is 451 Marketing? Founded in February, 2004 Headquartered in Boston with an office in Chicago A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists Recently named eMarketer 2009 for the Americas by TRAVELCLICK Google Adwords certified

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21. Care to learn more? Contact us today: AJ Gerritson, Founding Partner 451 Marketing, LLC 100 North Washington Street Boston, MA 02114 Direct: 617-986-0224 Office: 617-259-1605 x154 www.451marketing.com Listen | Strategize | Engage | Influence Jump start an integrated marketing campaign today!