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CHRM The M is For MarketingSales Revenue Marketing2@LorenGray
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Lets Start From The Beginning.Sales Revenue MarketingWhat are we trying to do
Have a good and happy life
Forbes says it has the five reasons businesses fail.3
Today is not about the How to its about the What can we doTo learn the tools and data available
To find the value in embracing marketing in your day to day revenue operations no reallyTo combine Sales, Revenue & Marketing into one mindSales Revenue MarketingTo prepare for 2017 in a realistic way
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Lets Get Warmed Up Open your iPhones Settings menu, select Privacy, then Location Services, then scroll all the way down to System Services.
In System Services scroll all the way down to the bottom, press Frequent Locations and look at the History section. Click on one of the area names to see where youve been.
Sales Revenue Marketing
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Problem #1Sales Revenue MarketingWere not really in touch with our guests.
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NotUnderstanding their needs
Knowing what they wantKnowing what they desireSales Revenue MarketingKnowing there true motivations
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Problem #2Sales Revenue MarketingNo differentiation in the Marketplace
You seem like everyone else.8
No distinction createsWhat you see in the OTAs
Same pool, same beds, even the same ratesNo control over your hotels presentation, its storySales Revenue MarketingMakes you a commodity, or at least seen as such
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Problem #3Sales Revenue MarketingFailure to communicate
You seem like everyone else.10
Clarity,No clear message, no clear value for a guest
No clear message to your team, no clear guestWhos responsible, no clear expectationSales Revenue MarketingDoing nothing is still a decision
This stands to the staff as well11
Problem #4Sales Revenue MarketingLeadership Breakdown
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Consistency, conviction & teamIf to outsource
What to outsourceWhos responsibleSales Revenue MarketingDoing nothing is still a decision
This stands to the staff as well
The execs must have gone to a conference story.13
Problem #5Sales Revenue MarketingFailure to define a profitable business model
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Not getting your story to your guestsMaximize your current resources
Define your real revenue sourcesAssign direct responsibility and provide the three TsSales Revenue MarketingMeasure, adapt measure, adapt - measure, adapt
The measure adapt is the never ending story15
How do we make our story?Sales Revenue MarketingChange how your telling it
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Sales Revenue MarketingThis is how we define our guests
Stop doing this17
This is how most see the cycle of our guestsAquisition
Pre-stayEngagement (Stay)Sales Revenue MarketingPost stay
The measure adapt is the never ending story18
Sales Revenue Marketing
Timing is as important as content
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The new story starts with dispelling theseWere not really in touch with our guests.
No differentiation in the marketplaceFailure to communicateSales Revenue MarketingLeadership breakdown
Failure to define a profitable business model
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Sales Revenue MarketingDigital Strategy Guest Acquisition The Really Short Version
Stay DateResearch Date(s)
TimelinePrime Booking Window
Research Period
LOSJanuaryFebruaryMarchDeparture Date
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Facebook ExamplesSales Revenue MarketingCustom Audiences and Look-Alike Audiences
Take a total of followers in the room
Tally it up and show the power of who you already have
Go through some examples of the types of filters in facebook
GeofencingProximity targeting
Banjo
How to turn on even targeting of posts
Who has access to there FB pages
Why is social good for brand hotels last unregulated place for them to put timely content up online
Will have all this content online to share
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Sales Revenue Marketing
In ten days31 new membershipsCosting $1,248Total Revenue -- $201,500Group dropped 14 days out for entire weekend (62% of Occ)Took arrivals list and made a custom audienceTook last years in-house list same time made a custom audienceMade a custom audience based on a radius of 150 miles (drive market)Put all three together for an ad featuring those specific dates, (making the arrivals list a negative)SOLD OUTMembership and Short Term Replacement
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Sales Revenue MarketingStealing Market Share and Driving Local Business
Gender: FemaleAge: 24 - 34Relationship Status: SingleInterest: Live MusicLocated: Within a 5-mile radiusScheduled to Post: Friday @ 5 pm & 9 pm
Meeting InitiativeF&B Initiative
Dont blitz anymoreThree types of data in a radius local / visitor / traveler take business out of your competitor.
Geofedia calgary example
Twitter triggers for responses or unhappy guests at your competitors
Gravy targeting concert goes passing by your venue
Beacons
Messenger tools to push notify
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Daily & Long Term StrategiesSales Revenue MarketingIts not just about campaigning
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Sales Revenue MarketingAttribution and Socials Real Value
Path Analysis Report for a Non-Branded hotel client.
Of all conversions where Social was a part of the discovery process by the consumer, 75% involved other channel touchpoints (social probably doesnt get enough credit for driving bookings that they do).
Organic Search (and to a lesser degree Paid Search) were integral parts of that journey.
Again, another reason why a unified content strategy will provide these people with a better user experience that will improve engagement and bookings and through that should improve rankings.Social Engagement Does Not Occur In A Bubble
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Sales Revenue MarketingValue is more than just the one effort
Giving content a more permanent home on an independent site page or brand.com or on blog (or YouTube) means that the content can continue to provide engagement long after the initial post.
Admittedly a challenge to find the best content formats to do this with Brand sites.
437 Sessions from Facebook
This is a way for branded and non branded to help themselves
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Now for some REALLY cool stuffSales Revenue MarketingTo combine Sales, Revenue & Marketing into one mind
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Sales Revenue Marketing
New ways to look at Digital Marketing Data and Revenue Management Strategies
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Sales Revenue MarketingSourcing Data to Define Strategies with GTM
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Sales Revenue MarketingMerging Social, Analytics and Emails to Sales
Google data studio in there new 360 program it used to be called 31
Sales Revenue MarketingIsolating under performing opportunities
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Four StatementsWebsites will be a thing of the past
The Search Box will go awayA.I. will control your marketingSales Revenue MarketingVideo will become your only voice
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Dynamic WebsitesSales Revenue MarketingWebsites will be a thing of the past
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Text goes hereSales Revenue Marketing
Magneto and the bridge being built right in front of him35
Bots & APIsBots, bots and bots whats a BOT
Google & Apple --- UNLOCKED!!Amazon Echo From 16 to 2600Sales Revenue MarketingMicrosoft first to be in ONE MILLION Cars
The opening of Bots Google / Apple / Amazon / Microsoft why is this important? it allows developers to now use the voice commands of Google now / Siri / Alexa / Cortana googles new assistant / SIRI coming to your computer / Echo / and the internet of things coming to you home and cars.
Philly has the first Uber automous cars why is there a person behind the wheel? Whay are all the auto makers racing to build fleets of automous cars?
Henry ford said if he asked his future customers what they wanted they would have said faster horses
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The Search Box will go away
Sales Revenue Marketing
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Sales Revenue Marketing
Voice and inanimate objects38
This is what we have right now
Sales Revenue Marketing
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Sales Revenue Marketing
For now we have40
Sales Revenue Marketinghttps://youtu.be/FPfQMVf4vwQ
For now we have41
This is what well have next
Sales Revenue Marketing
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Sales Revenue Marketing
Next well have VIV ----- start at 2:1043
Were talking to Inanimate ObjectsGoogle Assistant the new Google Now
Alexa -- Amazon EchoSiri OS10 and now on Mac & Wireless smart ear-budsSales Revenue MarketingCortana Microsoft everywhere
Gboard Apple & -- wireless ear buds
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MetaSearch
Sales Revenue MarketingA.I. will control your marketing
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Some Questions
Sales Revenue MarketingTake out your phones and text to 22333 the word lorengray
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A "Chevron"https://www.polleverywhere.com/multiple_choice_polls/n3FgdceK9uLI8HD47
A "3 Pack"https://www.polleverywhere.com/multiple_choice_polls/K7lkYFsI7soVcoc48
Price Parity & Reviews Matrixhttps://www.polleverywhere.com/multiple_choice_polls/CiEVmOSBVV3iWdX49
"Hotel Finder"https://www.polleverywhere.com/multiple_choice_polls/N77jEx9FU6mqoxi50
"Knowledge Graph"https://www.polleverywhere.com/multiple_choice_polls/dqAFUSg9TRxHv2T51
Do You Know What These Are?Chevrons Feature spots on TripAdvisor
Hotel Finder Googles Hotel Product3 Pack SERP results box on GoogleSales Revenue MarketingPrice parity and reviews matrix Conditions used to calculate CPC and ad placementGoogle Local Knowledge Graph- Right Hand results
Possible Poll52
Sales Revenue Marketing
Wheres Brand.com?The locations That Count
MetaSearch
Cindy Estes just published an article on the growth and hidden value of MetaSearch
http://hotelmarketing.com/index.php/content/article/the_rise_of_metasearch_and_its_effect_on_hotel_distribution53
Google Trips App
https://get.google.com/trips/
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Sales Revenue Marketing
Google Launches Cross Device Tracking
http://marketingland.com/google-cross-device-remarketing-launches-192819
REMEMBER TO HIT THE PLAY ON THE PLAY BAR AT THE BOTTOM LEFT OF THE SCREEN (USE MOUSE)
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Sales Revenue Marketing
Urgency Messaging x rooms left optionReal Time PricesBased on dates of travel Promotion MessagingProperty Multi-property option availableBrand LogoStarsDestination MessagingDynamic Creative Template for a Real Time Bidding Display AdMembership LinkFacebook Brings DAT Mainstream
Facebooks Dynamic Ads for Travel 56
Sales Revenue MarketingFacebook wants to become a stronger player for driving trip inspiration and travel bookings, particularly direct bookings. Dan Peltier
With U.S. travelers spending 20 percent of their time on mobile on either the Facebook or Instagram apps,Facebooks new Dynamic Ads for Travelproduct isdesigned specifically for hospitality and other travel brands to help them retarget consumers browsing those apps and other web sites for travel ideas and inspiration Skift Sept 26th 2016
Facebook Lives in Mobile
https://www.facebook.com/business/learn/facebook-create-ad-dynamic-ads-travel
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We now have thisSales Revenue Marketing
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Sales Revenue Marketing
Remember watson? Meet Lucy
Be careful of automation you become to reliant on it and forget how to do the work yourself
How many still know how to perform a displacement analysis?
Think of the price gouging report in florida, that was automated rev tools modifying price.. Got a lot of people in a lot of trouble59
Video, LIVE & StuffSales Revenue Marketing
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Four Current Stages of Visual EngagementVR Virtual Reality
AR Augmented Reality360 Flat Screen ViewSales Revenue MarketingLIVE ummm Yeah
100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook
Cisco says 75% of all mobile traffic will be video by 2020
20 minutes a day on Facebook
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The AR World Today
Sales Revenue Marketing
Facebook.com/map its almost its own TV station example Hurricane Mathew
100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook
Cisco says 75% of all mobile traffic will be video by 2020
20 minutes a day on Facebook
facebook.com/livemap screen shot
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The VR World Today
Sales Revenue Marketing
Sonys new VR game just out
Give example of AUS and the 360 campaign 63
The 3600 World Today
Sales Revenue Marketing
Show the real fly 360
Give example of AUS and the 360 campaign 64
The LIVE World Today
Sales Revenue Marketing
Facebook.com/map its almost its own TV station example Hurricane Mathew
100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook
Cisco says 75% of all mobile traffic will be video by 2020
20 minutes a day on Facebook
facebook.com/livemap screen shot
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Video, presentation, links, resources and Webinar are at
Sales Revenue Marketinghttps://www.HospitalityDigitalMarketing.com/rocet
OR
Bit.ly/hdmrocet
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THANK YOU67@LorenGrayFor the Privilege of your time
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