Ordamo_amplifying the hospitality tech brand
the brief_
Siren was briefed to increase brand visibility and awareness for Ordamo, the digital menu order and pay solution in a busy market and a time of hospitality in crisis; differentiating Ordamo from competitors; and reinforcing Ordamo’s pedigree and passion for the hospitality sector.
Our comms had to maximise the relevant channels – owned (website and social, direct sales), earned (PR, media relations) and paid, and to support the new proactive sales team with improved website, marketing collateral, rich digital content and PR & comms results. Ultimately, improving the health of the business’s sales pipeline was key.
the approach_
Creating a platform from championing, supporting and encouraging the hospitality industry, Ordamo’s clients, through the toughest times the sector has experienced in recent times, and tying relevant sales messages into news and opinion pieces.
Siren combined strategic and tactical messaging to brand build. Positioning its senior team as thought leaders – demonstrating their expertise and make the right noise in the right places – was important for establishing credibility, securing CEO, Rupert Gutteridge, several op ed and comment opportunities. The team also drafted and submitted award entries for Ordamo in order to illustrate the strength of the platform (scooping two from two at the Travolution Awards).
A dedicated pre-Christmas campaign enabled the business to communicate with a core audience at a key time of year, and demonstrate its business benefits while also providing rich content for digital marketing and sales pitching. We crafted a survey for hospitality professionals that Ordamo used to reach out to the sector and get a gauge on the sentiment. The stats from which formed the basis of our proactive output that stretched across earned media in the form of news releases and opinion pieces; owned social channels and in a paid-for campaign with City AM and Boutique Hotelier.
the results_
Earned media activity reached more than 1 million; combined with owned and paid, the total eyes on Ordamo during Siren’s project exceeded 10.4 million. This contributed to a growth in website traffic of 160% and greater quality sales leads (with a sales pipeline growth of 29.5%).
As an established start-up with ambitious plans afoot – Siren leveraged this reputation and crafted brand stories around it. In a short space of time (September-December), we achieved great success from pitching comment pieces to key outlets to target decision-makers, allowing us to shape Ordamo’s messaging and position as industry experts. Media coverage was secured through telling the story of digital transformation within the hospitality sector and we utilised the social media channels to further demonstrate insight and expertise by sharing content relevant to the industry and Ordamo including content from clients and industry bodies. A focus on topical news (with added insight), hints and tips, and asking questions to encourage engagement all gathered traction. The Travolution double award win was a real highlight.
The Christmas campaign placed Ordamo in front of key decision makers and potential investors – via City AM and Boutique Hotelier – which, editorially, a supplier is typically unable to do as these outlets require advertising support. The campaign also contributed to a stark increase in traffic to Ordamo.com in Nov and Dec 2021 when compared to 2020.