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How the Green Lake Hotel tripled its booking rate

The secret? Segmentation and personalisation in newsletter marketing.
How the Green Lake Hotel tripled its booking rate
How the Green Lake Hotel tripled its booking rate
How the Green Lake Hotel tripled its booking rate

Less scatter, more targeted messaging

Our goal

Powerful newsletter performance with a high enquiry and booking rate plus a low unsubscribe rate – that was the vision of our project with Green Lake Hotel Weiher. The 4-star S hotel in the Val Pusteria/Pustertal valley offers its guests a vast variety of experiences, from wellness and cuisine to adventures in the great outdoors. To address the different target groups in a results-oriented way, we developed a customised newsletter strategy for our customer with precise segmentation and ultra-relevant content.

 

Our mission

A detailed analysis of the newsletter address pool using the Cluster app enabled us to create appropriate segments. Each newsletter was sent out with a clearly defined goal, for example to inspire a certain target group to book for a specific period.

Thanks to dynamic elements in the newsletter tool, the content was automatically adapted to each recipient, for example with wellness offers for relaxation seekers or active tips for adventure lovers. It wasn’t about the number of recipients, but the quality of the tailoring: Less “How many can we reach?” and more “What results can we achieve?”
And the results speak for themselves: Green Lake Hotel Weiher tripled its booking conversions from the newsletter and saw a 14-fold increase in the enquiry rate.
By using tools like the Cluster app and personalising content, the newsletter was transformed into an effective means of not only generating bookings, but also boosting the hotel’s bond with its guests.

 

Strategic consulting | Newsletter system | Annual marketing plan with Google Ads, Meta Ads, and portal listings | Website | SEO off-page assistance | News interface | Landing pages | Korrespondenzmanager | Brandnamic Hotel Apps

How the Green Lake Hotel tripled its booking rate
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How the Green Lake Hotel tripled its booking rate
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Our portfolio from A to Z
A
Advertising

The world of advertising is colourful, multimedia, and takes place across multiple channels. Whether it’s online or offline, with a carefully devised marketing plan by the experts in our Advertising team, your message will reach your target group without wastage.

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Alpine Pearls

Alpine Pearls is a network of 19 holiday destinations in five Alpine countries for car-free holidays. Cooperation management by Brandnamic.

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B
Belvita Leading Wellnesshotels Südtirol

The leading wellness hotels in the Belvita Leading Wellnesshotels Südtirol cooperation group are found in the most beautiful locations throughout South Tyrol. Each member hotel is unique, and yet they all have one thing in common: They offer their guests exclusive wellness in South Tyrol. Cooperation management by Brandnamic and Kohl & Partner.

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Bing

Bing (or Microsoft Bing, to be more precise) is an internet search engine.

Brand Building

The goal of all marketing campaigns is to turn a business, product, or service into a brand (branding).

C
Campaign management

Our experts create the perfect mix of marketing instruments as part of a marketing plan. Your business’s presence is created using innovative marketing measures and strategic campaigns – on- and offline. You receive support from plan development to implementation of the measures and regular success monitoring. 360° marketing made by Brandnamic.

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Claim

A claim is the advertising slogan of a hotel or business. It is a sentence or phrase that is firmly associated with the brand name and sums up the strategic core concept of a brand. “Campaign claims” can also be created for the duration of a time-limited advertising campaign.

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Communication

Communication is the exchange of information between senders and receivers. Businesses generally communicate externally (with guests and customers, media, suppliers, partners, investors, public institutions) and internally (with employees). Communication has a significant impact on the reputation and brand image of a business.

Communication concept

A communication concept lays the groundwork for a consistent, convincing corporate identity in a business’s texts and images, as well as being a guideline for all communication methods – online and offline. Our team works with you to find ideas, develops creative concepts, and plans individual measures. The intelligent timing of publication in target-group-specific media as well as professional design and emotional texts are what make your communication a success.

Content creation

Content creation consists of three steps: finding a topic – deciding how and in what format the topic will be presented for the target audience (text, picture, video, or a combination of the three options) – publishing the content on a selected channel. The goal: to gain attention and engagement from the target group.

Content marketing texts

Content marketing is more than just a trend. It’s about standing out from the crowd, feeding readers with stories, and building a rapport, thereby gaining customers and ultimately boosting revenues. Presenting good content in an attractive package is already half the battle. Our copywriters will help you to find and tell your story.

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Cooperation groups

Together with renowned consulting firm Kohl & Partner, Brandnamic is responsible for the management and administration of three cooperation groups: Alpine Pearls, Belvita Leading Wellnesshotels Südtirol, and Familienhotels Südtirol.

E
Editorial plan

In an editorial plan (e.g. for social media platforms), all information about content marketing is gathered in one place and pooled together. The requirements from the content strategy can be made accessible to the entire team in a clear way and structured according to channels and the most important events.

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eHotelier

The eHotelier supports users in sending professional e-mail correspondence.

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E-mail marketing

E-mail marketing is a form of online marketing. The target audience receives information by e-mail. The advantage: It’s cost-effective, easy to implement, and has little wastage. The requirement: a well-tended address database and interesting content.

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Enquiry management

The Brandnamic enquiry management (which can be incorporated directly into your website as a widget) transfers enquiries directly into your hotel management program. Laboriously entering data by hand is no longer necessary, input errors no longer occur. An efficient and elegant solution.

F
Familienhotels Südtirol

Familienhotels Südtirol is a cooperation group of 25 South Tyrolean hotels that specialise in hosting families. Group management by Brandnamic and Kohl & Partner.

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G
GDPR

The General Data Protection Regulation (GDPR for short) regulates the processing of personal data by private and public institutions and organisations throughout the EU. Its goal: to protect data and maintain the free movement of data within the EU. The Zerberus online tool lets you correctly and transparently obtain the required consent from your guests for data processing.

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Graphic design

Graphic design includes all the graphic elements that form your business’s corporate identity: logo, colours, design of print materials, web design, goodies, and much more. All the independent parts fit together like well-oiled cogs and make a significant contribution to your brand.

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Guest correspondence

From offers to follow-up e-mails, from chat messages to phone calls: Guest correspondence has many facets. Brandnamic knows them all and creates a tailor-made portfolio to enable you to correspond efficiently with your guests.

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Guest journey

The guest journey means all contact points that a guest has with a hotel from the search and inspiration phase to booking and their stay, right through to the post-travel phase. Our consultants will be happy to support you in developing your guest journey.

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H
Holiday calendar

The Brandnamic holiday calendar offers a compact overview of the holiday periods in Italy, Germany, Austria, and Switzerland, as well as other European countries. Ideal for fine-tuning your offer and advertising plan.

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Hotel coaching

Repositioning your business, organising HR processes more efficiently, or developing innovative strategies – we provide you with advice in all those areas as part of hotel coaching.

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I
Image film

An image film is a short film that presents a business, product, or hotel. We create all kinds of videos for marketing purposes, tailor-made for you. You can find more information here.

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Influencer marketing

Influencers are people that regularly publish content they’ve created on social platforms such as Instagram or Facebook and interact with their followers. These content creators usually specialise in specific fields. Especially popular: travel, fashion, food, and beauty.

Instagram

Instagram is a social network that was created in 2010 and focuses on sharing photo and video content. We support you in setting up, maintaining, and developing your Instagram account. To achieve this, we offer you:

J
Job landing page

A job landing page is a website that an interested user is taken to via a search engine or ad. The page has a strictly defined purpose: to impress potential candidates with the employer and inspire them to apply. For example: Brandnamic jobs

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K
Korrespondenzmanager

The Korrespondenzmanager enables you to send professional e-mails and sophisticated guest correspondence that is perfectly adapted to your corporate design and language.

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L
Landing page

A landing page is a small, compact website that users are taken to via a search engine or ad. Its aim is to inspire users to take a specific action (conversion), e.g. a holiday enquiry, product sales, or lead generation. Our Web team creates landing pages for you that are totally user-friendly and provide top flexibility when advertising what you have to offer.

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Leadership coaching

In the Brandnamic Masterclass on the subject of leadership run by the Brandnamic Academy, managers-to-be learn how to master their new role. Focus areas: communication, leadership style, team building, conflict management.

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Linkedin

Linkedin is a social network that focuses on cultivating business contacts and exchanging professional, expert knowledge.

Logo

Businesses, products, and football clubs are represented by a symbol, their very own logo. A logo is a distinguishing feature and can develop into a seal of quality. This makes it all the more important for it to have high recognition value. We design distinctive logos to represent your hotel or business.

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M
Marketing automation

Marketing automation is a technology that helps to manage marketing processes and campaigns across various channels.

Marketing cloud

A marketing cloud analyses, automates, and coordinates your marketing measures with guests and customers across various channels in one tool. To achieve this, all guest and customer data is stored in a central database and individually adapted messages are sent to the right recipients via the right channels at the right time.

Masterclass

The Brandnamic Academy offers Brandnamic Masterclasses for knowledge-hungry learners. These intensive courses on topics to do with marketing, leadership skills, or human resources are held in small groups either online or in attendance on the campus.

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Meta Ads

Well-positioned Meta ads (ads on the Google search engine) produce measurably more enquiries and bookings. The experts on our Advertising team will create a tailor-made plan for your success.

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N
Naming

Naming is the complex creative process during which a name is developed for a business, product, or service. The experts in the Copywriting team are responsible for namings à la Brandnamic.

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New construction

A comprehensive marketing concept begins before the foundation stone is laid. Experience has shown how important it is to involve our competent hotel consultants as early as the idea and conception stage.

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Newsletter

Newsletters are e-mails that are regularly sent to everyone who wishes to be kept informed of a business’s latest news. The condition: having explicit consent to these being sent.

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O
Onboarding

Onboarding is a defined process which helps to integrate each new employee into the business as smoothly as possible.

Online marketing

All marketing activities that are carried out on the internet or social platforms to position a business, offer, or brand on the digital market are grouped under the term online marketing. These include: search engine marketing, e-mail and newsletter marketing, social media marketing, etc.

Out-of-home advertising (OOH)

OOH stands for out of home and refers to advertising measures in public spaces (e.g. bus stops, billboards, etc.). Whether they’re digital or analogue, when displayed in the right places, out-of-home campaigns are unbeatable when it comes to reach and acceptance. Our pros take care of your public image.

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P
Partner

Brandnamic is both a competent sales and interface partner. Together with Yanovis, our experts implement software solutions that simplify your work processes. With our internal sales team and profound market knowledge, we’re constantly expanding our portfolio of useful tools. By hoteliers for hoteliers.

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Photo shoots

Professional photo and video shoots literally show your business in the best light.

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Pinterest

On Pinterest, users collect graphics, videos, and ideas of all kinds, which are linked on online pinboards on the platform. The aim is to exchange ideas on interests and hobbies and find inspiration with the help of the visual search engine.

Positioning concept

You can only find your way if you know where you’re going. Asking why is therefore essential for a business’s success. When developing a positioning concept, we ask ourselves this question together, conduct various business and market analyses, and use these to define the ideal positioning for you and concrete goals that lay the groundwork for all marketing measures.

Programmatic ads

Programmatic ads mean purchasing and optimising automated digital campaigns. Here, it’s not a case of people negotiating with each other, but rather of people negotiating with artificial intelligence, increasing transparency and efficiency for both parties.

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Promo codes

Promo codes are an attractive tool from the marketing mix to push specifically targeted offers on- and offline. With a smart voucher tool like the Voucher App, part of the Brandnamic Hotel Apps, you can manage the use of promo codes simply and efficiently.

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R
Radio advertising

They can stop looking or click away, but there’s one thing very few people are able to do: stop listening. That’s the reason why radio advertising and digital audio campaigns are so successful – as long as your ad is sent to the right station or platform (e.g. Spotify, RMI, etc.). Our experts paint pictures in listeners’ mind with their words and make sure your ads get heard.

Recruiting

Recruiting means the entire process during which a business searches for and finds suitable candidates for job vacancies. This includes creating requirement profiles, job adverts, reviewing applicants, selecting candidates, conducting interviews, and preparing and negotiating offers, as well as onboarding the new employee.

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Reels

Reels are short videos that users share with followers on Instagram. The combination of video, audio, music sequences, and numerous filters let you work creatively and with an entertainment factor.

S
Script

A script is the text on which films, image videos, trailers, product explanations, and much more are based. We not only write the script, but also support you before, during, and after the entire production of the video.

Segmentation

Putting address lists in newsletter marketing into groups and segmenting them means you can send targeted information to those readers for whom the newsletter content offers real added value. The result: The number of cancellations goes down and rebound rates are reduced.

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SEO

Search engine optimisation of texts ensures a better ranking on search engine results pages.

Slogan

A slogan is a striking advertising catchphrase. It should convey a message in a short, compact form that people directly associate with the brand. We can create a unique slogan for your hotel or business.

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Social Media Wall

A social media wall is the section of a website that (optionally in real time) shows social media posts (Instagram, Facebook, Linkedin, Tiktok, etc.) from a selected profile. The displayed posts are chosen according to defined hashtags. This creates a “best of” format for users, which attractively mixes topics and different types of posts.

Spotify Ads

As part of an audio marketing concept, Spotify ads are an interesting option to reach and impress listeners with a creative message.

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Star rating

Deciding whether or not to pursue a star rating is an essential question for your business. On the one hand, stars help guests orientate themselves, but on the other hand also have associated costs and represent an obligation to guests and the applicable rules. The consultants at Brandnamic will be happy to support you in making this important decision.

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Südtirol Reise

On the online platform Südtirol Reise – made by Brandnamic – guests find the right accommodation for them in South Tyrol, from holiday apartments to luxury hotels, while businesses find an attractive way of reaching guests.

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Support

Supporting you with expertise and dedication is one of our strengths. Contact us and we’ll be happy to help you.

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Sustainability

Sustainable action means using finite resources responsibly with the aim of ensuring that the needs of future generations can also be met. In its first sustainability report, Brandnamic takes on this responsibility and sets measures to enable it to act in an environmentally, economically, and socially sustainable manner.

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T
Target group

In marketing, target group means the market participants who are interested in a service or product and who are addressed in a targeted manner through advertising measures. All members of a target group need to demonstrate certain, pre-defined characteristics. This means that wastage can be avoided in communications.

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Tiktok

Tiktok is an app created in China in 2016 on which users share short, home-made videos. The 15- to 22-year-old target group in particular creates and shares funny video content. Businesses that wish to use Tiktok as a communication channel should adapt their message to the rules of the platform.

Trade fairs

We regularly attend the following trade fairs: ITB Berlin,Internorga Hamburg, Hotel Bolzano, and “Alles für den Gast” in Salzburg. Would you like tickets? We’ll be happy to send you trade fair tickets upon request.

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Training

In the Brandnamic Academy, you’ll find a wide range of attractive training options from attendance-based courses on the campus to webinars and even individual training for your business.

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Translations

Our Copywriting team puts your thoughts into words. And does so in all the languages that you wish to communicate in. English, German, Italian, French, Spanish, Russian, Swedish, Finnish, Czech … Simply send us an enquiry and we’ll provide you with a professional translation.

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U
USP

USP stands for unique selling point, the thing that makes your service or product stand out from competitors on the market. A sound marketing strategy builds on a business’s USP. Are you looking for your USP? Our Consulting team will support you.

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UX

In the tech world, the letters UX stand for user experience. When creating a website, for example, the thoughts and feelings of a user are considered just as carefully as the requirements for and interaction with the product.

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V
Video and photo concept

What should your photo or video show? What messages should it convey? Which colours, style, and location are preferred? All that and much more needs to be defined in advance to create successful photos and videos. Our team develops video and photo concepts for your big appearance.

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Voucher App

The Voucher App, part of the Brandnamic Hotel Apps, helps you with voucher marketing. It impresses with its ease of use for guests and reception staff, its attractive graphic design, and extraordinary functionality.

Vouchers

Vouchers are a way to generate immediate revenues, offer guests added value, and boost their loyalty to your business. A professional voucher tool supports the reception team and guests alike. Take a look at the Voucher App, the voucher sales app in the Brandnamic Hotel Apps.

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W
Web design

Having a harmonious and user-friendly design is paramount for a website. Our web designers understand the requirements of the worldwide web and make technical gadgets look good with skilful graphic design. Our web designs combine usability and attractiveness. The result is a stylish end product – the ideal platform for high conversion rates.

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Whatsapp

Whatsapp is an online service that enables its users to send messages through the app. Founded in 2009, Whatsapp has been part of Meta since 2014. The Korrespondenzmanager also features a Whatsapp function.

Widgets

Like an app, a widget is an interactive mini application used on smartphones, tablets, or PCs. Weather reports, clocks, or booking systems are incorporated into a website as a widget to keep the website performing as efficiently and quickly as possible.

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Werbung

Die Welt der Werbung ist bunt, multimedial und wird auf vielen Kanälen bespielt. Egal ob online oder offline, mit einem ausgeklügelten Marketingplan der Experten aus dem Bereich Werbung erreicht Ihre Botschaft ohne Streuverluste Ihre Zielgruppe.

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yourskill.guide

To enable you to offer your employees efficient professional development and training, Brandnamic has created an innovative e-learning platform, yourskill.guide. In short, practical, detailed units, employees learn the essentials and gain in-depth knowledge about all tourism-related topics in a multimedia approach.

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