Brand Building
  • Worldwide Lodging: "Family of Brands" Market Positioning— Yesterday's brand-loyal customer has a new-found wealth of competitive product and pricing knowledge, virtual connectivity to brands, and expedited service options. Staying ahead of both technology and competition is essential to creating innovative new "performance benefits" and compelling offerings. Amicus has an ongoing responsibility to one of the largest, most-dynamic lodging "family of brands" to provide strategic assessment and guidance on marketing and distribution channel issues. "Brand.com" roomnights now exceed 82% of all online sales -- highest in the industry.
  • Vacation Home Rentals: Brand-Building and Tactical Marketing— Marshalling always-limited talent and resources against highest return brand-building, direct marketing, sales, partner, and promotional activities is core to achieving promised results. For the largest U.S. vacation rental company -- with 17,000 homes, condominiums, and resort rooms -- developed their first-ever, season-specific 2006 tactical marketing efforts. Core elements include: travel occasion and lifestyle segmentation, seasonal yield-maximization vs. demand stimulation, origination market penetration, and experiential brand imagery / iconography.
  • All-Inclusive Caribbean Resort Concept— For a major European hotel company, developed a detailed analysis and understanding of the all-inclusive resort market in the Caribbean. Building on this, conceptualized an innovative resort concept most-relevant to their targeted European customers. Currently 6 of these exciting, all-inclusive resorts have been developed and opened.
experiences
  • New Restaurant Concept: A Celebration of Foods, Friends, and Flavors— Leveraging generational growth trends (... boomers, genX, and genY) for broader and more powerful culinary experiences, ideated and facilitated the development of an all-new restaurant concept with vast menu variety accentuating Asian, American regional, Nuevo Latino, and hearty homestyle comfort foods. With a distinctive Las Vegas-design, powerful plate presentations, an action display cookline, and a hip-fun personality ... this new concept delivers culinary quality to expanding and discriminating tastes.
  • Casino Entertainment: Acelerating Innovation and Growth— For world's largest casino and entertainment company -- with 40 million customers, Amicus develops and facilitates an annual "strategic innovation" work session for senior divisional, corporate, and property leadership. This intense exercise brings forth critical new external thinking, as well as the culmination of extensive pre-conference work activities. This forum challenges existing paradigms and creates shared ownership of marketing initiatives, operating methods, and next-generation capital deployment.
  • E-Commerce Travel and Vacation Sales: Targeting the Sweet Spot— Online travel is the largest and most dynamic e-commerce segment with projected 2005 revenues of $62BB+ (2004 Jupiter Research). Creating powerful brand recognition requires aggressive imagery, fast-paced online merchandising, and anticipatory service. Amicus supports / has supported several online travel, vacation planning, and loyalty ventures.
relationship marketing
  • Worldwide Lodging: Robust CRM and Loyalty— Uniquely touching and servicing highest-worth customers drives "share-of-customer" growth and superior margins. For the leading global hospitality company (2800 hotels), Amicus facilitated the design, testing, and implementation of phased CRM efforts including service recovery. In the first year, satisfaction scores among highest-worth guests increased 4.0 pts. and cross-brand capture rose 21.3% -- or $306.4 MM.
  • Asian Gambling: Business Growth Template— Representing $167 MM in gaming worth at an 11.6% CAGR to one of the world's largest gaming companies, the Asian-American market -- both immigrant and native born -- demonstrates a robust affinity to casino gaming. Amicus working with the company's VIP marketing leaders, developed a cohesive, property-level approach to growing and owning this customer segment. This includes Asian community / grass-roots marketing, Asian hosts and player development, in-language direct marketing, special events and entertainment, and Asian amenities. 2005 operating focus.
customer care
  • Major Hotel Chain Revitalization: Brand-Signatured Touchpoints— This former J.D. Power and Associates' winner for "best customer satisfaction among limited-service hotels," slipped from leadership to parity as more aggressive competitors emulated their success. To reinvent and reclaim market leadership, Amicus introduced an innovative strategy of energizing the Brand's values, product features, and personality at distinct signature touchpoints. This $80MM+ efffort included over 120 new amenities, product features, and service standards at all 1,250+ properties. Key touchpoints were" Owning the Welcome, Guest Room's First Impression, re-energizing the Brand's cornerstone 100% Satisfaction Guarantee, and introducing an innovative new "On the House" hot breakfast that includes the industry's first "grab & go" breakfast offering. Re-acquired J.D. Power and Associates' Guest Satisfaction Award in 2005.
  • Star Service: Differentiated Service Experience for Highest Value Customers— In the casino gaming business — where 12 to 20 percent of guests deliver upwards of 80 percent of IO — "owning" VIP-level customers requires delivering proactive and personalized service across touchpoints. Currently in development, this groundbreaking initiative creates a seamless, knowledge-rich "service pathway" to welcome, expedite, and deliver against high-worth player preferences.
 brand-building