The 2024 Next Gen Attention Study - www.livewire.group
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.
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?