2019 Field Marketing: Program Enhancements, Enrollment & Resources
Franchise Management Companies | On Jan. 1, 2018, the new Americas Brand, Marketing & Digital (BMD) Field Marketing organization in the U.S. and Canada was launched. The Field Marketing organization measures performance by digital media ROI, growth of digital room night revenue, lift from continent funded campaigns and promotions, and connectivity to Marriott’s broader marketing engine. As of July 2018, participating Field Marketing hotels are performing better than non-participating hotels and Field Marketing hotels experience:
- 10:1 Digital Media ROI
- 4.3% higher digital room revenue growth vs. non-participating hotels
- Average of $52,347 per hotel in campaign revenue from continent funded campaigns, compared to $32,548 at non-participating hotels (64% lift)
2019 Program Enhancements:
As we approach 2019, we have made some key program enhancements to ensure that the organization provides the best quality marketing services to meet your hotels’ business needs. These enhancements were designed to provide the following benefits to hotels:
- Drive increased performance
- Provide additional value at equal or lower costs
- Simplify Field Marketing structure
- Increase flexibility for hotels
To learn more about the 2019 Field Marketing program and these enhancements, review the recorded webinar.
For Franchised Hotels Currently Participating in Field Marketing Services:
Franchised hotels currently participating in Field Marketing services will be auto-enrolled for 2019 services on Oct. 1, 2018. To best support your currently participating franchised hotels:
- Franchised hotels that choose to opt-out of Field Marketing in 2019 should notify their Account Manager prior to Oct. 1, 2018. The Account Manager will provide additional guidance on opt-out process.
- Franchised hotels that do not opt-out by Oct. 1, 2018 will be automatically renewed at current levels based on their existing contract.
- If a franchised hotel wishes to change services in 2019, the hotel can still do so by contacting their Field Marketing Account Manager following auto-enrollment until Oct. 31.
- Field Marketing Account Managers will reach out to each currently participating Field Marketing hotel before Sept. 30 to discuss 2019 program enhancements, tier and budget recommendations, and how to enroll.
For Franchised Hotels Not Currently Participating in Field Marketing Services:
Franchised hotels that do not currently participate in Field Marketing and that are interested in beginning services may sign-up by Oct. 31, 2018. First, hotels can access the Americas Field Marketing Inquiry Form and an initial consultation will be scheduled to discuss Field Marketing service options in more detail. Following the initial consultation, if the hotel is still interested, a Field Marketing representative will follow-up with tier and budget recommendations for review and approval via the 2019 eFast BMD Enrollment Platform.
Resources & Webinars:
To learn more about 2019 Field Marketing, the following resources are available:
- Recorded Webinar: providing an overview of the 2019 Field Marketing program, key benefits and success to date, and guidance on how to enroll.
- Americas Field Marketing page on MGS: for additional information on the Americas Field Marketing organization.
- Sept. 14 Franchise Management Company Webinar: Register to hear an overview of the 2019 program enhancements.
Contact the Americas Field Marketing team with additional questions.
