ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Days Inn targets opted-in mobile database with IVR push

Wyndham's Days Inn hotel chain targeted its database of opted-in subscribers with an IVR mobile push campaign meant to increase room stays.

Days Inn used mobile marketing firm Ping Mobile for this campaign that ran March 6. The database of names was created with a previous mobile sweepstakes campaign which offered consumers a chance to win a free vacation for two.

"The strategy for this client's campaign was to increase room stays and offer Days Inn Business Alliance patrons an added value service," said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ. "Days Inn also wanted to test the effectiveness of Integrated Voice Response technology."

The sweepstakes was promoted via hotel key cards, the Days Inn Business Alliance's Web site and in-room signage (see story).

Hundreds of consumers who participated in the sweepstakes later received a message from Days Inn prompting them to reply with the keyword "DAYSCALL."

The message read, "Reply with the word DAYSCALL & UR phone will ring right away with an exclusive Mobile Mystery offer from Days Inn! Reply DAYSCALL within 48 hours!"

Once users replied, they received a call with an automated IVR message describing the offer.

"Hello, thanks for connecting with Days Inn. Earn an extra 30 percent in Wyndham Rewards Points when you book any room and upgrade to a Days Business Place Room. To receive this exclusive Mobile offer and earn an extra 30 percent in Wyndham Rewards Points, PRESS 1 NOW!"

After users pressed "1" on their phone, they were immediately transferred to the Days Inn national call center in order to complete the booking.

The hotel industry has been turning to mobile a lot lately.

Marriott International Inc. claimed more than $1.25 million in gross revenue in the first 100 days since the hotel chain introduced direct mobile Web bookings.

Ease of making reservations on mobile as well as the recent snow and ice storms nationwide upsetting air travel plans are said to have helped spur the use of Marriott Mobile (see story).

Mobile was suitable for Days Inn clients because its target demographic -- business executives -- live on their mobile phones.

Ping Mobile claims the IVR campaign was successful.

Apparently, of the hundreds of people who were sent the initial message, 28 percent replied with the keyword "DAYSCALL" and heard the offer.

Of those who heard the message, 30 percent pressed "1" in order to claim it.

Hundreds of minutes of call time were logged for this campaign, with 31 percent staying on the call 3 minutes or longer.

Overall, Days Inn reported an ROI of 1.5 percent for this IVR push campaign.

"The challenge for this client was that they needed to find a way in which they could successfully target their core clientele in order to increase room stays during an economic downturn -- one which has affected the frequency of business travel greatly," Ms. Simmonds said.