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Bullish On Mobile: Mobile Strategies At Work For Hotels

Posted by TeamITI on June 4, 2009

This is an example how the MGM Grand in Las Vegas has aggressively embraced mobile marketing strategies:

mobilehotelMGM Grand Hotel & Casino revealed its mobile strategy to attendees of the Mobile Marketing Association’s Mobile Marketing Forum. The hotel chain plans to continue to use the mobile channel as a means of data acquisition and to use information collected to expand upon its existing on-property SMS offers. An MGM executive revealed some of the company’s plans and even gave the audience tips in terms of using the mobile channel.

“All the hotels in Las Vegas have some level of mobile marketing programs in place,” said Michael Perhaes, assistant vice president of marketing at MGM, Las Vegas. “Ours is the most robust because we have truly embraced mobile.

“We have recognized the channel’s utility,” he said.

MGM announced during the conference that it will be introducing Mobile Concierge in coming months for large groups of travelers. Additionally, MGM plans to develop a mobile user segmentation action plan so that it can better target offers to consumers. MGM’s Mr. Perhaes said that the company plans to solidify and implement success metrics as well.

So why is MGM so bullish on mobile?

The mobile channel has helped MGM speak to travelers in its hotels and when they are on the road.

MGM has been running mobile promotions targeting the 25-34 age demographic, as they are 65 percent likely to SMS.

The company has integrated SMS calls to action within its more traditional marketing initiatives: Broadcast, billboards, the sides of trucks, print and email.

Read entire article here.

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One Response to “Bullish On Mobile: Mobile Strategies At Work For Hotels”

  1. Jeff Farr said

    HEY GOOD STUFF! I really believe SMS messaging is undervalued in today’s marketplace. It can be parlayed (Sorry for the MGM Las Vegas pun) into any business. I founded JetM and we find businesses everyday learning about what SMS can do. It’s a nice industry to be in.

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