Use Cases

Explore How Trensant Can Help You

Days Inn and Suites

Industry: Hospitality

Challenges: Brand Crisis, Damage Control needed to manage negative media trends and recent stock drop. Unknown Cause behind Negative Media Trends and Stock impact. Poor data to manage social presence and measure relevant insights.

Risk: Threat to future investment and hotel chain growth without better insights and trend analytics.

User: Susan Holing, Chief Marketing Officer
Client: Hotel Chain - Days Inn and Suites
Challenges: Poor Customer Confidence and Retention, Disparate Data Sources, Brand Protection
Trensant Success: Improved Crisis Management and Planning, Proactive PR and Reputation Management, Launched early Damage Control Program with specific Geographic insight. 

 

Trensant's OmniView created a 360 degree holistic Market Surveillance program.
Action: Our team was able to broaden their scope of potential opportunities.

Trensant's OmniView provides easy access to a coalesced list of the News/Media Influencers.
Action: Team deployed press release to Influencers with proactive response on events.

Trensant's OmniView delivers unified access to published news along with Social Media impact.
Action: Produced Report demonstrating connection points between events and Brand reputation.

Trensant's OmniView uncovered early indicators of consumer intent.
Action: Social team was able to connected with target communities to engage and inform.

Trensant's OmniView accelerated ‘Risk’ research to uncover cause behind harmful events.
Action: Created program to improve brand reputation with strong positive marketing programs.

Trensant's OmniView provided valuable investigatory information and higher returns.
Action: Improved Decision Making resulting in improved client retention.

Trensant's OmniView produced enriched industry data sets in easy Interactive Chart format.
Action: Shared with Media Influencers improved security measures to bolster customer confidence.

Goals and Challenges

Days Inn and Suites’ Goals:

  • Develop Brand PR Program
  • Improve Customer Experience and Retention
  • Protect Hotel Chain Reputation

Days Inn and Suites’ Challenges:

  • Days Inn and Suites has to tackle a number of challenges with their hotel due to the crimes that occur at their various hotels around the country.
  • Each crime that is committed at or around one of their properties has a strong Negative impact on the Sentiment and Volume of News, Media and Social traffic.
  • Days Inn and Suites needs an immediate response PR program to handle the damage control around each event.
  • Days Inn and Suites also needs to develop a marketing program to help improve the reputation and not let the crimes impact their overall image and sales.
  • Days Inn and Suites can use the Trensant system to track events and the resulting News and the impact on their Reputation.
  • Days Inn and Suites can use Trensant to connect with the Media Influencers and work with them to develop the best response to each incident.
  • Lack of Proactive response to negative events with Damage Repair Strategy

Revelation

Trensant reveals strong negative sentiment trends over the past 3 months. Susan Holeng, the Chief Marketing Officer asked her team to find some answers using the Trensant OmniView platform. As soon as they started their review using the real-time data powered by AI, they were able to uncover valuable insights. One example was by using the OmniView Word Cloud, it disclosed the strong negative sentiment on more than 5 dates including December 4, 2017 as shown below.

Criminal Event at Serene Inn and Suites: Armed Robbery

Insights & Risks

Insights: Marketing Team Monitoring Reputation Damage Due to Crimes Committed at Properties. Each Incident creates Negative Spike of Sentiment in Media.

Risk: Loss of Sales and Revenue if Reputation is not repaired and PR program developed.

Top Influencers

Top Influencers: Media and Social

  • The Trensant system provides easy access to a coalesced list of the Media Influencers and their published news along with Social Media Impact.
  • Days Inn and Suites needs an immediate response PR program to handle the damage control around each event.
  • Days Inn and Suites also needs to develop a marketing program to help improve the reputation and not let the crimes impact their overall image and sales.
  • Days Inn and Suites needs to proactively share with Media Influencers their improve their security measures so potential customers feel safe and secure.

 

 

How Trensant Helps

Trensant Solution for Days Inn and Suites provided the following value to the Marketing and PR team strategy both in the near- and long-term.

  • Improves overall effectiveness of PR and Marketing Team
  • Provides view of Stock changes related to Poor PR due to negative events
  • Provides early insights into Brand challenges
  • Delivers intelligence on Key Influencers
  • Increases knowledge of marketing team of who and where to engage customers and influencers.
  • Helps to improve retention rate of customers as a result of proactive response to negative events and trends that would hurt brand image.