This document discusses the characteristics needed for a successful SoLoMo (social, local, mobile) marketing campaign. It identifies key industries like services and hospitality. An example of a successful SoLoMo campaign for small businesses called "Shop Small Saturdays" is provided. The summary discusses how SoLoMo campaigns can increase customer loyalty and engagement if they offer rewards, develop the brand, and keep participation simple. Success is defined through revenue generation from increased participation and positive PR. The concept is applicable to the hospitality industry given its service focus on customer experience.

1. CHABRIER Guillaume
MEDEIROS Miguel
VALENZUELA Stéphanie
MBA 2B

2. Which industries?
 Service industries
 Case: Shop Small Saturdays

3. What characteristics must be present
to make a SoLoMo campaign a
success?
 Identify what people care about : get
cash back on their AmEx cards.
 Offer something appealing:
local, simple, life sharing
experience, expressing the traditional
shopping.
 Keep it simple: shoppers simply need to
link their AmEx card to their Foursquare
account and check-in to participate.

4.  Develop the customer’s loyalty and
affection for the brand: permitting small
businesses to expand their company out
of the physical borders that limit the
store, creating word of mouth and
developing the brand image.
 Don’t offer just discounts but something
useful or needed: Cash- back, financial
rewards.

5. How can success be defined –
participation, revenue, PR – other?
 Revenue = PR + Participation
 PR: developped online promotion and
image
 Participation: word of mouth of the
brand (of small businesses)

6. Can the concept be applied to the
hospitality industry?Yes, under what
conditions?No, why not?
YES!!
 It is a service industry
 A B2C industry
 It improves guest experience
 It develops touch points with the
customers

7. Conclusion
 SoLoMo is the new trend.
 Useful, easy and cheap.
 It increases connection between
people, exchange of mutual values and
builds relationships over time.

8. Thank you for your
attention!!