The Gibson Hotel Dublin / A 10,623.8% ROI

"Develop Our Online Strategy"

Our brief from Dublin's newest and most modern hotel was quite straightforward...to generate as much revenue as humanly possible through their direct sales channel! This meant working extremely closely with the Gibson's sales and marketing team to develop and implement an online marketing strategy that would make use of the tools at their disposal.

When we decided on an opening promotional offer for The Gibson Hotel, we really never expected the ROI to be as big as it was, over 3000%. If there is one thing we have learned when using this medium to promote our hotels, is that you need to have a clear message: a great offer, call to action & online booking facility. With the help of Visrez we have achieved all of these, and the proof is in the bookings.
- Lorraine Hughes, Manager e-Commerce, Systems & Online Distribution for The Gibson Hotel

 

Online Marketing Strategy & Website

Our first challenge was to showcase the product while streamlining the booking process as much as possible. For the website we used large banner areas to make the most of the excellent photos of the hotel while keeping the overall design as clean as possible. Clear calls to action and eye catching graphics are used throughout. The booking process is as shallow as we could possibly manage, meaning that visitors do not have to go digging through the site to find the information they are looking for. All this is wrapped up in our custom built Content Management System meaning that the hotel marketing team can update the site themselves whenever they need to.

Email Marketing

The Gibson understood that being able to deliver time-sensitive, pertinent and informative marketing messages, whilst improving marketing ROI was an absolute necessity to ensure the success of their newly opened hotel. We started by working with the marketing and sales teams to identify the needs and concerns of the target audience. Then we implemented techniques that would spur customers to take action by concentrating on communications that prompted a reaction. To finish it off we designed a lovely template that tied in with the website design and slotted it into our easy to use email marketing platform.

Social Media Strategy

An effective social media strategy was imperative from Day 1 for the new hotel and we worked with the Gibson to help them understand that employing social media in the marketing mix is a long-term commitment. For us it was key to make sure that the whole team, from managers to floor staff, believed in social media and that the first goal was not to sell, sell, sell but rather that testing and experimentation are the keys to success.

The Results

In the first year of trading we helped the Gibson achieve a 10,623.81% Return On Investment through their online marketing channels. Key to this was helping them understand that an Online Marketing Strategy is essential, and that their website, email marketing and social medias, such as Facebook, are only the tools to drive that strategy. Without an over-arching online strategy supported from the top down by management, you are simply pushing buttons in the dark.

View their site: www.thegibsonhotel.ie