Broadening the range of client support through digital marketing, and strengthening our own know-how

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Hotel marketing
Outsourcing
Products

Using technology to connect users with hotels, restaurants, beauty salons, travel, experiences, transport and more Connector Japan Inc. runs hotel marketing as its main business, alongside outsourcing and product businesses.

In hotel marketing, Connector Japan felt the need to build new approaches around what their customers were asking for. We asked Mr Kamio, design department manager, about the background to this work, what it achieved, and what they expect from us next.

To answer changing customer needs, they needed digital marketing knowledge

― What marketing problems did you have before we started working together?

Our main business, hotel marketing, helps hotels across Japan attract guests. For example, we apply our hotel marketing know-how to advertising on online travel agents such as Jalan, Rakuten Travel and Booking.com, to increase bookings.

Against that, our hotel customers were asking to reduce the share of bookings coming through online travel agents, which charge commission, and grow the share coming through their own channels.

To answer that change we needed digital marketing knowledge.

How did you hear about us?？

Our executive officer Aoyama knew Mr Imamura, and NowVillage had previously produced a know-how document, The Complete Guide to Hotel Marketing, that we use in sales and marketing. We were happy with that work, so we came back.

How did you find the work?

This time you supported digital marketing for our hotel customers alongside us, and helped us bring it in-house.

Specifically, we built a new site for a hotel client, and you worked with us on its SEO and SEO content, and on bringing that in-house.

What was good was that NowVillage taught digital marketing in detail, pitched to each person.

With some digital marketing companies you cannot get support pitched to your level of understanding, and digital marketing ends up feeling difficult. NowVillage taught us in detail, pitched to our understanding and our personalities.

Working on the project together was also enjoyable. Our people’s daily reports carried positive comments about what they were learning, and bringing digital marketing in-house moved forward.

We can support customers more widely, and use it in our own marketing

― What did our support achieve?

Two main things.

First, the work we did for a hotel client is actually bringing in bookings. The client is very pleased and has added to the budget.

Second, bringing digital marketing in-house internally is significant. We can now produce SEO content ourselves, to the point where we teach new members. Beyond the knowledge from this project, we can apply it to our own marketing, which is a real result.

Finally, which companies would you recommend us to?

I would recommend it to anyone in our position: a newly formed division with no marketer, but having to support customers with digital marketing.

Even a company with little digital marketing knowledge will have the chance to build up new discoveries enjoyably with NowVillage. On this project too, keyword selection for SEO showed us a great deal about the customer’s point of view.

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