I’m impressed with the latest social-media based promotions from Omni Hotels & Resorts. (Full disclosure: Omni Hotels & Resorts is one of our clients). The Father’s Day promotion sent today leverages the Throw Back Thursday idea that is popular on Facebook and asks fans to post their photo of Dad on Instagram, follow the Omni Instagram account, include a few key hashtags, plus telling how, where, or why they’d like to create new memories with the Dad pictured. The Mother’s Day promotion leveraged the selfies phenomenon with a similar “Selfies with Mom” promotion.
Both of these take something many of us are already doing (i.e. honoring Mom and Dad) and steer it toward the chance of winning a Omni weekend getaway to create even more memories. This also increases the followers of Omni social media accounts which keep fans and casual visitors connected. Instagram is a natural because Omni properties are beautiful and very photogenic. Brilliant.
This Omni example follows a huge seven year trend with social media. Last year, a Borrell research report on 2013 local promotion activity reveals that SMB’s have replaced much of their paid advertising investments with investments in promotions – largely using social media. Seven years ago, SMB’s spent 10% more on advertising than they did on promotions. Last year they spent 81% more on promotions versus advertising. 81%! Without costly ad space, postage and printing costs…Promotions, discounts and loyalty programs are all being used as the fuel for this social media bonanza. Our video blog on this topic here.
When you see great examples of social media marketing, you should ask yourself how you might use social media with your channel (dealers, distributors, agents, store managers), and piggy-back upon behaviors that consumers are already engaging in online. Creating a great idea that your channel can participate with is first step.
If anyone wants to get in on this one promotion see this link. Happy Father’s Day!