1. *Last Moment Booking Apps
How it is different than
Examples: traditional?
- Hotel Tonight
- Very Last Room - Fact to be an application and
not a traditional booking
Last minute deals available for the day by day noon website
Up to 70% discount - no more market
easier, very quick and cheaper segmentation
Brand portal also available on Mobile Phones - No statistics for revenue
managers
What is it and how does it work?
For clients:
- Hotel booking application for mobiles
- Last minute deals available on the d-day by noon
- Discount
For hoteliers:
- New distribution channel
- Possibility to sell last minute rooms
- Growth of the revenue
- Commission payable to the application
- Occupancy rate increase
- selling distressed inventory
- Reduce average daily rate
-

2. Hotel Tonight

3. * SEM
Search engine marketing (SEM) is a form of internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through
optimization (both on-page and off-page) as well as through advertising (paid placements,
contextual advertising, and paid inclusions).Depending on the context, SEM can be an
umbrella term for various means of marketing a website including search engine optimization
(SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine
results pages, or it may contrast with pay per click (PPC), focusing on only paid component.

4. * SEO
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's
"natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and
more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.
SEO may target different kinds of search, including image search, local search, video search, academic search, news
search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search
terms or keywords typed into search engines and which search engines are preferred by their targeted audience.
Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to
specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the
number of backlinks, or inbound links, is another SEO tactic.
The plural of the abbreviation SEO can refer to "search engine optimizers," those who provide SEO service.
SEO: Search Engine Optimization
Set of techniques and methods aimed at improving the ranking of a website in the research that are made by Google...
natural SEO.
Now, clicks are concentrated on the first 3 results of the engines. Therefore, now aim up and over the long term to try
and capture the attention of Internet users.
Today the SEO has become an indispensable tool for all companies.
In addition, customer turns to this new communication tool to inquire, make purchases online etc... It is therefore
necessary to be in line with their expectations and above all to have a presence online. The SEO is at the image of the
real world.

5. * SEO

6. * Interactive Campaigns
With so many social media channels, it’s easy for your social media campaign to get lost amidst the flood of marketing.
So, what distinguishes a good social media campaign from an awesome one? One way to make your social media
campaign stand out is to make it interactive. Give the consumer an active role in your campaign’s implementation,
beyond simply retweeting or “liking” your Facebook status. Here are some examples of the best interactive social media
campaigns:
For example: OfficeMax: Elf Yourself
During the Holiday season of 2006, OfficeMax created the popular “Elf Yourself” campaign. The campaign allowed
anyone to upload pictures of themselves, their friends or family to be transformed into an animation of dancing elves.
The application took the faces from the user’s pictures and placed them onto the body of an elf, after which the elves
performed a dance to a familiar Holiday tune. OfficeMax integrated the campaign into the e-commerce section of its
website, allowing customers to share their animation via email.
What’s the connection between dancing elves and office supplies? There isn’t one, really. But the campaign went viral.
It drove tons of traffic to the OfficeMax website and infinitely improved the company’s brand image. The campaign was
so successful that they have used it every year since, making improvements to account for innovations in social media.
Now you can share your elf animation on Facebook and Twitter, and you can even buy elf merchandise featuring
snapshots of your animation. Check out this snapshot from an Elf Yourself of the Lab42 team:
McDonalds: Pick ‘n’ Play Billboard
In Sweden, McDonlads created an interactive billboard to catch passers by and bring them into the store. Rather than
requiring people to download an app, their smartphones instantly detected a signal from the billboard and directed
them to a website. They were then asked to choose their favorite McDonalds goodie and play a game using their
phones which they could follow on the billboard. If they were able to play the game for 30 minutes without losing, they
instantly got a coupon on their phone for their designated goodie.
Very usefull to make buzz
To promote a new product
To talk about the brand
also m&m’s campaigns find red !

7. Here’s a great interactive outdoor
campaign from DDB Stockholm for
McDonalds. Pick N’ Play offers the user
a fun and interactive challenge where
they can play for their favourite
McDonald’s treat. Using a large
interactive billboard users can control
the game via their mobile phones
enabling interaction with the billboard.
By using the latest technology the
smartphone’s geo location verifies that
the user is in the game area, therefore
there is no app download required in
order to participate. Players choose
their treats and if they last for more
than 30 seconds they win a coupon,
earning them free fast food at a nearby
McDonalds. This digital coupon is
automatically sent to the users phone
along with instructions on how to claim
Examples Interactive Campaigns: their McDonald’s treat at their nearest
http://www.youtube.com/watch?v=7 store.
u0ij9D5S4Y We love the simplicity of this idea, nice
work DDB. It’s great to see a campaign
that combines clever digital execution
with a fun and interactive idea while
also driving customers in store to
redeem an instant win prize. We’re
looking forward to seeing what’s
coming next from the guys at DDB.

8. * Customer Engagement
Customer engagement (CE) refers to the engagement of customers with one another, with a company or a brand.
The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on
or offline.
Unlike marketing terms such as positioning, customer engagement has not been traced to a single source.
Customer engagement has been discussed widely online; hundreds of pages have been written, published, read
and commented upon. Numerous high-profile conferences, seminars and roundtables have either had CE as a
primary theme or included papers on the topic.
Customer engagement marketing places conversions into a longer term, more strategic context and is premised
on the understanding that a simple focus on maximising conversions can, in some circumstances, decrease the
likelihood of repeat conversions. CE aims at long-term engagement, encouraging customer loyalty and advocacy
through word-of-mouth.
Online customer engagement refers to:
A social phenomenon enabled by the wide adoption of the internet in the late 1990s and taking off with the
technical developments in connection speed (broadband) in the decade that followed. Online CE is qualitatively
different from the engagement of consumers offline.
The behaviour of customers that engage in online communities revolving, directly or indirectly, around product
categories (cycling, sailing) and other consumption topics. It details the process that leads to a customer’s
positive engagement with the company or offering, as well as the behaviours associated with different degrees of
customer engagement.
Marketing practices that aim to create, stimulate or influence CE behaviour. Although CE-marketing efforts must
be consistent both online and offline, the internet is the basis of CE-marketing.(Eisenberg & Eisenberg
2006:72,81)
Metrics that measure the effectiveness of the marketing practices which seek to create, stimulate or influence CE
behaviour.

9. "A focus on people means that we have to move beyond basic benefits of our products and services. We have to understand how using our
products or services changes the lives of customers."
The best way to incorporate how you change customers' lives into your business culture is to create customer personas. Personas describe
the physical, intellectual, emotional, aspirational, mundane, needs and more of your customers. These descriptions - based on observation
and research - drive a consistent understanding of your customers throughout your entire organization.

10. Question 2: What types of booking is Room Key?
It is an Hotel Booking application
“Search Hotels, Book direct and relax”
It is an innovative searching and booking platform that offers customers the possibility
to find the perfect hotel and book a room online.
Founded by a group of leading hotel companies: Hilton, Hyatt, IHG, Wyndham,
Mariott..
How does it work?
First of all, the customer have to choose a place, and then a date. Then he have to
select some criterias like: price range, star hotel, rating, distance from your place…
After that, the customer can see all the hotels with location and the average price for a
night, rank on Tripadvisor.
Then, a table appears with the best available prices for the selected pzeriod of time to
different room types.
This program has been created in order to develop these hotels chain’s growth and
increase occupation rates. A lot of partnerships has been also created with hotel
professionals. They also have low commissions that very interesting for them.
When the booking is finalized, the customer is oriented directly to the hotel website.