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Showcasing amazing experiences is something that Marcus Hotels & Resorts aims to reveal to its customer base.
Marcus Hotels & Resorts launched its first “12 Days of Marcus” sweepstakes on Nov. 24 with a grand prize consisting of experiences at multiple hotels, resorts, restaurants, and theatres in Illinois and Wisconsin. The “12 Days of Marcus” sweepstakes allows individuals to gain entries for completing tasks such as visiting company websites, purchasing gift cards and engaging on social media, among other activities. The sweepstakes ends on Dec. 31, 2017 at 11:59 p.m.
Of all the entries received, Marcus Hotels & Resorts will draw one lucky winner on Jan. 31, 2018. The winner will be awarded with 12 extraordinary Marcus experiences, valued at $6,725.00.
Loyalty360 talked to Cassy Scrima, Area Director of Marketing at Marcus Hotels & Resorts, about the unique sweepstakes.
What factors prompted this sweepstakes and what are your goals for it from a customer engagement perspective?
Scrima: Marcus Hotels & Resorts, a three-generation Milwaukee-based company, owns and operates 18 upscale hotels throughout the country, including premier brands such as The Pfister Hotel, The Skirvin Hilton, Grand Geneva Resort & Spa, and The Platinum Hotel, but consumers do not currently associate Marcus with those brands.
Consumers don’t necessarily understand that we are all connected. What is even more exciting about the company is that we also own and operate movie theatres, full service spas, restaurants, as well as ski and golf. The key is that with Marcus, you get MORE. More experiences, more options, more fun! Each year during the holidays, we promote our gift card campaign. It is one of the ways we can connect all of these entities together into one promotion to educate the consumer on what we have to offer.
When you buy a Marcus Gift Card, you are giving the gift of option and variety. While the image on the front may be of the exquisite exterior view of the Skirvin hotel in Oklahoma City, you can actually redeem that card to go see a movie in a Marcus Theatre in Wisconsin if you wanted to. The 12 Days of Marcus sweepstakes was born from that idea–it was another way we could let consumers understand how many experiences can be packed into one little card. No need for exchanges! And the bonus is that one lucky winner will receive a Marcus Prize package worth over $6500!
Customer experience is such a key differentiator among brands today. How does this fit into that criteria and how does Marcus Hotels & Resorts view the customer experience?
Scrima: The idea that Marcus means MORE is something that separates us from the competition. While all hotels and resorts have experiences within the walls of their hotels, the experiences you find at Marcus span multiple types of activities, including theatres and theatre dining experiences. You aren’t limited to a certain brand of hotel either–we own Starwood hotels, Hilton hotels, Marriott hotels, and independent hotels. This translates perfectly into our company mission and our promise to our guests. “Serve People. Create Experiences. Deliver Exceptional Service.”
How do you define customer loyalty and has that definition evolved in recent years?
Scrima: Customer loyalty is tricky in that what makes someone loyal to an establishment or brand is unique to the individual. It’s our job to figure that out and then ensure that we are delivering on their expectations–exceeding them actually. There is certainly a trend where the definition of loyalty is being tied more to “points” and a false understanding that rewards points are what makes a guest loyal. At the end of the day, if you aren’t making your guests feel welcome, cared for, and respected, there isn’t any amount of points that will win you that loyalty.
What are you most proud of?
Scrima: We are proud of the fact that Marcus Hotels & Resorts calls Milwaukee home and that we are committed to giving back to the community in which we live, play and work. Not only have we adopted global and national charitable organizations such as United Way and Variety Club, we also campaign to contribute locally to United Performing Arts Fund, ABCD: After Breast Cancer Diagnosis, Kagel Elementary School, and countless others through programming throughout our portfolio of hotels.
Beyond our corporate giving, we are proud of the different experiences we can offer our guests. From premier hotel stays to in-theatre dining, we offer guests the top-of-the-line experiences and amenities to ensure their stay at any Marcus property is one to remember.
Here is a list of the amazing experiences offered through the “12 Days of Marcus” sweepstakes:
MILWAUKEE HOTELS: One Night Stay at Each of the Three Milwaukee Hotels (The Pfister, Hilton Milwaukee, InterContinental Milwaukee); One Special Occasion Cake made by a Marcus Hotels Pastry Chef
MASON STREET GRILL: Chef’s Dinner for 8 People at Mason Street Grill
WELL SPA + SALON: Quarterly 60-minute Spa Services at WELL Spa + Salon
GRAND GENEVA RESORT & SPA: Two-Night Stay in a One Bedroom Villa
GOLF: One Foursome at The Brute and The Highlands at Grand Geneva
SKI: 12 Weekday Ski Tickets for the 2018 Ski Season at The Mountain Top at Grand Geneva
SAFEHOUSE CHICAGO: Dinner for 10 people and Escape House Experience for 10 people
SAFEHOUSE MILWAUKEE: Dinner for 10 people
BLU: Romantic evening for two with a view
MILLER TIME PUB & GRILL: Dinner for 4 people, $50 bar tab, and shuttle service to a Buck’s Game
MARCUS THEATRES: Popcorn for a Year: 2018 refillable popcorn bucket with a $208 gift card.
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