Marketing at the Nobis Hotel

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Marketing at the Nobis Hotel
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• Buyer persona of the people they attract to the
  Nobis are frequent travelers who are sick of
  sterile chain hotels and want something
  different. They make their own decisions on where
  to stay using the web and social media. Buyers
  want upscale luxury but in a modern style, not
  the old-world traditional style.

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The persona of the Nobis Hotel

• "The Nobis Hotel is a grand old lady who lives in
  a vast apartment in Stockholm. She's a dame of
  means. She has a cocktail party starting every
  day at 1100 am and is slightly tipsy by 500 pm
  and that is when she is communicating to you via
  social networks as a friend.

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Storytelling at the Nobis

• "Animal question of the week 'I am travelling
  with a duck, and would need a room with a tub'. I
  can't wait to see the cleaning ladie's face when
  she comes in to make up the room ! Well at least
  today we got nice weather, for ducks..."

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• "Note to all parents of 3-old boys there is a
  subtle but very distinct difference between
  peeing in the steam room and peeing into the
  steam room. The first can be the sign of an
  emergency, the latter is a signal you might have
  a hooligan on your hands...."

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Amazing way that the Nobis looks for words and
phrases that are important for their business.

• Oliver told me that he does a semantic analysis
  of the Nobis Hotel listings on travel review
  sites such as Trip Advisor to find out what words
  and phrases visitors use in their reviews. These
  are then used in Nobis marketing.

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Offline content marketing at the Nobis

• Amazingly, the Nobis Hotel published a book!
  There is a copy in each room and in the common
  areas. I thought it was so cool that I purchased
  a copy.
• There is a section of the book talking about the
  original building which was a bank made famous by
  the robbery and hostage taking that came to be
  known as The Stockholm Syndrome.