Ted Schweitzer, VP of e-commerce, LQ Management chats with DMNews
Ted Schweitzer, VP of e-commerce at parent LQ Management, discusses how La Quinta Inns and Suites tested mobile banner ads as part of a multichannel campaign and increased sales
Q How did running mobile banner ads on Yahoo help drive bookings at your properties?
A The mobile test campaign was run as a brand initiative in June 2009 in conjunction with our national broadcast and online campaigns. Yahoo Mobile generated several million impressions by placing banner ads across its mobile properties, including the Yahoo Mobile Homepage and Weather. Bookings manifested through multiple booking channels including our brand Web site, Hotel Direct, our central reservations center and our WAP site.
Q What was the goal of the initiative?
A The Yahoo test was developed to help us learn in several areas. We wanted to see how mobile media interacts with other active media placements and see if it drives a measurable ROI. In addition, we wanted to know how response rates differ by offer and call to action as well as consumers' response to mobile advertising.
Q What was the response?
A We have a robust marketing mix model in place to track all of our media channels. What we observed from the model was that mobile, when combined with online and broadcast campaigns, generated more than $6 for every dollar spent on it. The incremental bookings attributed to mobile manifested more strongly in non-direct response channels.
Q Did you find mobile more successful in certain conversion channels?
A Specifically, we saw more mobile-driven bookings at the Hotel Direct and lq.com booking channels than in the linked mobile Web site or through the call center.
Q How does this effort tie in to your overall approach to mobile marketing?
A It is still early in the mobile marketing test-and-learn phase, but we are pleased with the results of the Yahoo campaign. We continue to look for opportunities that reach our key consumer targets in relevant times and locations.
Q What was your key takeaway from the campaign?
A We learned that mobile marketing is a promising tool to continue to test and learn as one component of a comprehensive media strategy.