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Digital Strategies for Marketing
NYU – Adjunct Instructor Mack Burnett III
Group VI - Claudia Conti
Mikel Krasts
Melissa Zanardi

Nobu Hotel, a boutique hotel, in an exclusive hotel tower,
with ‘a perfect balance of luxury, craft, and theater.’
Designed to attract first time visitors, continues the upscale
and world-class vision and service of its namesake, Nobu
Matsuhisa.
Nobu and his team chose to locate this property inside
Caesars Palace, ‘the world’s best resort and casino’ and a
hotel recognized worldwide for luxury and impeccable
service.
The vision for the Nobu brand is to extend it from the
restaurant into the hotel and residence properties. 2
Introduction

3
Nobu - Strategy
Las Vegas is the first site of 6 planned hotels to
open, followed by Riyadh, London and Bahrain in
an attempt to deliver another luxury experience to
their existing 3 million customers and other
prospects.
Decision to open hotels occurred after execs noticed
a consistent increased level of guests in existing
hotels after Nobu Restaurants opened in them.

Increase Awareness & Build relationships
Increase Sales/Revenue
Lead Generation
4
Goals

5
Marketing Vehicles
Awareness
•Paid
Advertising
•Social Media
•Email
Marketing
•Banner Ads
Lead
Generation
•Email
Marketing
•Social Media
•Banner Ads
•Mobile
Increase
Sales/Revenue
•Email
Marketing
•Paid
Advertising
•Affiliates
•Mobile

6
Marketing Flows

7

8

9

10

11

12

13
Measurements
Email Performance
 Open rates, click through rates, forward rates, , form fills (Nobu Inner
Circle)
Social Performance
 Twitter: number of tweets, how tweets are trending, retweets
 Social Media buzz (Buzz Metrics)
 Facebook: # of likes and shares
Web Performance
 Banner Ads: # Impressions, click throughs, form fills (Nobu Inner Circle)
 # Unique Web site visits (number of visits, page views, time on site, form
fills)
 Bounce Rate

14
Measurements
Lead Generation
 New Nobu Inner Circle Members
 Visa / Chase users who dine out regularly and travel
 Email Open rates & Web site activity
 Satisfied customers to target for return visits
 Individuals sharing web and email content
ROI
 Total ROI (Total Marketing Cost / (Total Room Revenues – Promotional
Costs)
 # of Online Reservations
 Reservation ROI (Total Marketing Cost / Per Reservation)
 Email Cost Per Click (CPC)
 Cost per Tweet and Retweet
 Cost per Like and Share
 # of New Leads and Cost per Lead
 We’ve leveraged:
 Email
 Web
 Social
 Digital Apps
 In order to drive:
 Awareness
 Leads
 Revenue
 This will be accomplished by:
 Reaching our target audience and an existing customer base
 Using digital tools that will reach our audience and provide a truly exciting and unique
digital experience
 Utilizing Sexy Celebrity Loaded content
 Integrating and overlapping content and the way our audience engages with our digital
tools
 Actively engaging our audience to ensure they are not just a passive audience (e.g.
converting a passive message into an engaged prospective client)
15
Conclusion

Expansion of the brand from restaurant to hospitality.
New project (2013) with a strong strategy needed to
compete with aggressive and well established brands.
Make sure there is a clear concept of the hotel being a
property inside Caesars Palace.
16
Why this company?

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Nobu_Hotel_Digital_Marketing_Strategies

  • 1. Digital Strategies for Marketing NYU – Adjunct Instructor Mack Burnett III Group VI - Claudia Conti Mikel Krasts Melissa Zanardi
  • 2.  Nobu Hotel, a boutique hotel, in an exclusive hotel tower, with ‘a perfect balance of luxury, craft, and theater.’ Designed to attract first time visitors, continues the upscale and world-class vision and service of its namesake, Nobu Matsuhisa. Nobu and his team chose to locate this property inside Caesars Palace, ‘the world’s best resort and casino’ and a hotel recognized worldwide for luxury and impeccable service. The vision for the Nobu brand is to extend it from the restaurant into the hotel and residence properties. 2 Introduction
  • 3.  3 Nobu - Strategy Las Vegas is the first site of 6 planned hotels to open, followed by Riyadh, London and Bahrain in an attempt to deliver another luxury experience to their existing 3 million customers and other prospects. Decision to open hotels occurred after execs noticed a consistent increased level of guests in existing hotels after Nobu Restaurants opened in them.
  • 4.  Increase Awareness & Build relationships Increase Sales/Revenue Lead Generation 4 Goals
  • 5.  5 Marketing Vehicles Awareness •Paid Advertising •Social Media •Email Marketing •Banner Ads Lead Generation •Email Marketing •Social Media •Banner Ads •Mobile Increase Sales/Revenue •Email Marketing •Paid Advertising •Affiliates •Mobile
  • 13.  13 Measurements Email Performance  Open rates, click through rates, forward rates, , form fills (Nobu Inner Circle) Social Performance  Twitter: number of tweets, how tweets are trending, retweets  Social Media buzz (Buzz Metrics)  Facebook: # of likes and shares Web Performance  Banner Ads: # Impressions, click throughs, form fills (Nobu Inner Circle)  # Unique Web site visits (number of visits, page views, time on site, form fills)  Bounce Rate
  • 14.  14 Measurements Lead Generation  New Nobu Inner Circle Members  Visa / Chase users who dine out regularly and travel  Email Open rates & Web site activity  Satisfied customers to target for return visits  Individuals sharing web and email content ROI  Total ROI (Total Marketing Cost / (Total Room Revenues – Promotional Costs)  # of Online Reservations  Reservation ROI (Total Marketing Cost / Per Reservation)  Email Cost Per Click (CPC)  Cost per Tweet and Retweet  Cost per Like and Share  # of New Leads and Cost per Lead
  • 15.  We’ve leveraged:  Email  Web  Social  Digital Apps  In order to drive:  Awareness  Leads  Revenue  This will be accomplished by:  Reaching our target audience and an existing customer base  Using digital tools that will reach our audience and provide a truly exciting and unique digital experience  Utilizing Sexy Celebrity Loaded content  Integrating and overlapping content and the way our audience engages with our digital tools  Actively engaging our audience to ensure they are not just a passive audience (e.g. converting a passive message into an engaged prospective client) 15 Conclusion
  • 16.  Expansion of the brand from restaurant to hospitality. New project (2013) with a strong strategy needed to compete with aggressive and well established brands. Make sure there is a clear concept of the hotel being a property inside Caesars Palace. 16 Why this company?