Marriott’s Loyalty Mail Focuses on Experiences
A direct mail piece provides a good overview of how to keep your customers coming back for more.
Mailer Name: Marriott
Date Mailed: February 2015
The challenge of the piece is to continually engage them to prevent attrition. It needs to reflect the global nature of the hospitality industry, and more to the point, Marriott’s place in it
First, the front of the envelope shows one of its properties in Indonesia. “Unforgettable memories START HERE,” it declares.
The only component in the package is a 5”x9-1/2” brochure. Its cover repeats the photo and tagline from the front of the carrier envelope. Inside, the first spread welcomes the new member. The letter mentions that the loyalty program’s benefits account for it being honored as one of the best.
Next, it commits the company to “take you on a journey that astounds.” “We’ll be there to ensure that every detail is unforgettable,” it reassures.
Finally, the remaining spreads cover a few of the elements of the membership. In most of them, a single page displays photos from some of Marriott’s far-flung locations. The opposite page runs down the various ways a member can get the most from the program.
For example, one page lists and briefly describes the online options to stay in touch with the brand online. Another reminds the customer that additional stays result in more points, and changes in status.
A robust loyalty program can help brands stand out in a hospitality world where the completion is only a click away.