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Hard Rock goes for customer loyalty with mobile presence

December 9, 2009

Hotel and restaurant chain Hard Rock International has selected Air2Web to create and manage mobile interactions to deepen and extend brand loyalty among customers.

The Hard Rock brand is eager to capture and keep the attention of a customer base. The brand has tapped Air2Web’s mobile marketing service CampaignPRO to promote Hard Rock Cafes, Rock Shops, Hotels, events and products through the mobile channel.

“Hard Rock is focused on servicing and rewarding its loyal existing customers,” said Curtis Rapp, vice president of sales at Air2Web, Atlanta. “With Air2Web’s mobile service Hard Rock can do just that while lowering costs and increasing sales.”

With a total of 158 venues in 53 countries, including 128 cafes and 12 Hotels/Casinos, Hard Rock International is one of the world’s most globally recognized brands.

Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise.

Consumers are increasingly relying on their mobile phones and entertainment companies must respond with right-time and right-place offers.

Once Hard Rock customers opt in to receive mobile messages, the brand can influence and enhance their experience in a way that matters most to them. For example, Hard Rock’s initial mobile campaigns will focus on promotion alerts and cafe locator services.

Air2Web’s mobile marketing services deliver more customer stickiness and higher sales, at a lower cost to Hard Rock versus more traditional marketing channels.

Speed matters in Hard Rock’s world, as it does with most B2C companies. Because of Air2Web’s Tier 1 aggregator status, Hard Rock will be up and running with short codes in a matter of days.

As of recently, many of the large hotel brands have been making their debut on mobile. For example, SpringHill Suites is leveraging mobile as a key strategic channel to build awareness and consideration of the brand’s differentiated value proposition, offering affordable style and space in an upper-moderate-tier hotel.

The mobile platform allows the brand to use high share of voice placements that can break through the clutter and successfully reach its target guests (see story).

“Three things in mobile are mobilizing your business, identifying and acquiring customers and keeping them happy,” Mr. Rapp said. “You can do something better, faster and cheaper but you have to pick two of the three most of the time.

“With mobile you can lower costs, improve service — since it’s the right message at right time and place — and you can increase sales and that’s what it’s all about for retailers like Hard Rock,” he said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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