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Retargeting ads differ from more traditional display media.
They guarantee that you only spend ad dollars on people who have previously visited your site.
Key Benefits of Retargeting
High ROI: Website visitors who are retargeted with display ads are 70% more likely to convert.
Differentiated Offers: Market targeted offers to interested guests. For example, if a guest specifically visited your golf package page and didn’t purchase it, you can now offer a discount tailored to that package.
No Rate Parity Issues: Guests will see unique offers. Therefore, everyone can’t access special rates.
Seasonal Promotions
#1 You have up to 180 days you can target ads after a visit.
Someone who comes to your site in the Fall >> Show Christmas Getaway special.
Someone who comes to your site around Christmas>> Show Valentine’s special.
Promote ServicesAs in the example before, if you offer services, then you
can promote those:
Weddings Corporate Events
Spa Specials Dining, Restaurant
#2
Signup For Discounts
#3 Repeat Customer discount or Loyalty Program
No Rate Parity Issues: Guests will see unique offers. Therefore, everyone can’t access special rates.
Retargeting CostsYou can start with low ad costs,
but the time investment can get up there
How much will this cost me?
4000%$40.56 for every $1 spent
2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590
Email Marketing ROI
““Email is 3x more likely to prompt a purchase
than Social Media
McKinsey & Company “Why Marketers Should Keep Sending You Emails”
Reach
Generic “ONE TO MANY”
Email marketing is used to communicate general information to a broad
audience for informational purposes
Targeted “ONE TO ONE”
Nurturing provides the right content to the right person
at the right time.
Nurturing gets 4-10x the response rate over stand-
alone email * DemandGen Report
*Data pulled from Email Marketing vs. Lead Nurturing infographic from MarketStar
Email Marketing vs. Email Nurturing
Focus
Broad “SAME TO ALL”
Blast emails typically contain the same content
and CTA’s no matter whom the audience is or what
stage they are in.
Email Marketing vs. Email Nurturing
Custom “PERSONALIZED”
Communicates relevant, educational content
personalized to the recipient’s role, interests and activity
profile
Relevant emails drive 18x more revenue than broadcasts.
* Jupiter Research
Marketing Automation Platforms
This space is blowing up, and there are lots of options. Here are two that we use and love:
1-year after stay #1
Or any time period, really.
An automated email to remind them about the great time they had.
Couple this with an offer to make them feel special.
Birthday, Anniversary Event-based series can work well, but there’s one catch:
You have to capture the info in order for it to be effective.
Make this part of your company culture, and figure out the logistics of where the info is collected. It’s worth it.
#3
#5 Offer-specific for dry months
Send out when you know things are light. Offer discounts if you know that July is always a down-month
Retargeting CostsYou can start with low ad costs,
but the time investment can get up there
How much will this cost me?
Connect & ask me anything)
Get a Detailed Audit of Your Website.
Signup sheets around the room.
Free Site Audit
Breakthrough DNA for your Lodging Property
Apply the Before, During, After framework to increase bookings, enhance customer satisfaction,
and orchestrate referrals and reviews.
Tomorrow’s Breakout: 9:30am
Connect & ask me anything)
James Hu5o Managing Project DirectorValeo Online Marke>ng516 Tennessee StreetMemphis, TN 38103Tel: 800.647.4552 x704 valeomarke>ng.com
@JamesHu5o @ValeoMarke>ng
Connect with me!