7 STRATEGIES TO INCREASE BOOKINGS - Q4Launch...2020/05/07 · other VRMA members in your area- if they’re seeing a rebound, and you’re not, you have a marketing problem you need

7 STRATEGIES TO

INCREASE BOOKINGS QUICKLY AFTER COVID

PRESENTED BY:

MATT BARE FOUNDER, Q4LAUNCH

USING MATT’S SURFING ANALOGY:Are you in the water or on the beach?

• If you’re in the water- what are you seeing? Are you feeling the activity and bookings building?

• If you’re on the beach- what does it look like to grab your board and get in the water?!?

2 Presented by: Matt Bare, Founder, Q4Launch

7 STRATEGIES TO INCREASE BOOKINGS QUICKLY AFTER COVID

Take a quick look in Analytics, sort data Mar 1, 2020 - Yesterday, Compare to Previous Year

Has your governor announced reopening plans? If so, what date: _________

• Look for a graph similar to this to spot the start to a recovery

• Our data shows traffic starts to rebound immediately, week 2 bookings rebound and weeks 3-5 bookings come back STRONG

• What % of bookings come from past guests ___% vs new guests___%?

• What % of bookings come from drive markets ___% vs fly markets ___%?

• Generate a list of all canceled bookings and develop a special offer to call and email them with. Call - Email - Call

Where is Your Destination on the Path to Recovery?

Strategy #1: Redevelop Your Target Market

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What software/platforms do you have/need to put in place?

Get any partnerships in place you need, who’s in charge of what?

Clean up your email database with a tool like BriteVerify by Validity

Do you have clear and updated CoVid communication on your website?

» Email Marketing: __________________________

» Google Analytics with accurate ecommerce tracking: YES / NO

» Facebook Page: YES / NO

» Google My Business Page claimed and optimized: YES / NO

» Google Ads Account Setup: YES / NO

» Google Ads & Analytics Linked: YES / NO

1. Email Marketing: ____________________

2. Search Engine Optimization: ____________________

3. Pay Per Click/Google Ads: ____________________

4. Website Management: ____________________

5. Content Creation: ____________________

6. Social Media: ____________________

Strategy #2: Pre-Develop Your Messaging

Here’s a great example: https://ourgulfshoresvacation.com/coronavirus-updates/



https://ourgulfshoresvacation.com/coronavirus-updates/

Develop a special offer to drive bookings where you need them

Develop a dedicated landing page to match your offer, include everything someone needs to know

Create an email sequence designed to educate and drive confidence

• 2-4 emails sent in quick succession

Create social media posts to reiterate email messaging

• Consider boosting these, especially any including offers, to followers

Add a pop-up or banner on your website promoting special

Add promotion extensions to Google Ads promoting special

Strategy #3: Create Your Hit the Ground Running Campaign

Strategy #4: Ramp Up Search Engine Marketing and Pay Per Click Advertising

What was your 2019 return on ad spend?

• Revenue _____/ Cost _____ = ______

What is your 2020 return on ad spend year to date?

• Revenue _____/ Cost _____ = ______

Find this in Google Analytics-> Acquisition-> Google Ads-> Campaigns (see screenshot)

Data should look like this:

Industry average pre-CoVid was 3-5X, our goal for you would be 10X

Reconsider your budget in light of your current bookings pace

• Increase budget if you are behind pace/ need bookings

• Decrease budget if you are ahead of pace/ think you’ll sellout from other booking sources

We’re seeing RECORD return on ad spend #s in the rebound

• Since the CoVid rebound, cost per click (CPC) is way, driving return on ad spend way up! (20X-100X in many cases)

Based on your commission and fees, what return on ad spend # would you consider success?

• Ex. At a 25% commission rate, 4X return on ad spend is breakeven (without costs of delivering your service factored in)



Strategy #5: Gift Certificates Are the New War Bonds

What offer could you put out for a strong gift certificate push?

• Offer 1: Save $1,000 on a $2,500 Travel Voucher/Gift Certificate

• Offer 2: Save $500 on a $1,500 Travel Voucher/Gift Certificate

• Offer 3: Save $250 on a $1,000 Travel Voucher/Gift Certificate

If your destination is already reopening, and bookings are pouring in, I’d hold off on this. If it’s still slow, this could be a good opportunity.

Elements of a strong gift certificate campaign

• Multi-channel promotion strategy Website messaging, email, social media, Google Ads, etc

• Great Landing Page with a countdown clock and strike-thru pricing

• A strong but simple offer Buy $500, Get $100 Bonus

• Short time-frame to create urgency Followed by a planned “sale extension”

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Strategy #6: Preemptively Overcome ObjectionsCommunicate your local status

• Do you have clear and updated CoVid communication on your website?

• Here’s a great example: https://ourgulfshoresvacation.com/coronavirus-updates/

• Have you emailed that information out to your email database?

• Posted on social media?

Have you adjusted your Cancellation Policies in light of CoVid?

• If so, have you communicated that? Website banner/popup, Email blast, Social Media

• How will you protect owners with flexible cancellation policies?

• Consider Rental Guardian’s Master Cancel

How are you communicating trip insurance as an option?

• Does your trip insurance cover CoVid cancellations?

• Consider offering it as a free add-on with coupon code to see if it gener-ates bookings

Brainstorm with your team- what would stop you from booking a trip during this time?

• _________________________________________________________

• _________________________________________________________

• _________________________________________________________

• _________________________________________________________

• _________________________________________________________



https://ourgulfshoresvacation.com/coronavirus-updates/

Strategy #7: Review Your Analytics Today

Need Help Unpacking Your Google Analytics?

What marketing strategies are producing the greatest ROI

What date did traffic start declining in your Analytics: _________

What date did traffic start rebounding in your Analytics: _________

• Expect bookings to start coming back a week after traffic rebounds

• Expect bookings to accelerate weeks 3+

• As soon as traffic starts rebounding, you need to ramp your marketing efforts and launch your Hit the Ground Running Campaign

• Are bookings rebounding in your Analytics?

If you’re not seeing traffic and bookings rebounding, ask around with other VRMA members in your area- if they’re seeing a rebound, and you’re not, you have a marketing problem you need to solve ASAP!

• Understand the most important data/ key performance indicators

• Use eCommerce data to determine ROI

• Turn the data into actionable insights

Request a complimentary Google Analytics Analysis

Email: [email protected]

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mailto:[email protected]

“Hit the Ground Running” Branding Campaign

Campaign Includes

Goal: Provide an extra push for bookings immediately after COVID-19 Travel Restrictions Lift

Timing: Prepare campaign in April, launch it in May (or as soon as travel bans lift in your area)

1 special or package that will entice travelers to book. For example:

• XX% off bookings for June - September 2020• Buy X nights, get X nights added free

Dedicated landing page for your special offer

Dedicated pop-up or banner on your website advertising the special

2 email campaigns: These emails will highlight the special or package.

• One email will be a strong one-CTA direct email highlighting the special offer.

• The second email will be a strong brand push. Highlighting your brand, along with a reminder about the special/package.

4 Facebook posts (at least one post a week dedicated to this specific campaign)

• These posts will mimic the content of the emails but are broken up into smaller bite-sized portions, to repeatedly

• For greater reach, you may also add a small budget to boost this post

Promotion extensions on Google Ads

• If you set up a special and are currently running Google Ads, our PPC team will also highlight this special on Google Ads via Promotion Extensions



Example Campaign

Special/Package Promotion

• Stay 4 nights and get your fifth night free when you book a stay between X date and X date.

Email 1

Intention: introduce the special/package. Humanize the property/properties by including staff photos, destination photos and a welcome back message on behalf of the owner/staff. Highlight what makes you special.

Subject Line: We Really Missed You

Preview Text: We have a warm welcome in mind for your return!

Headline 1: Brighter Days Are Finally Here & We Can’t Wait to See You

Image: Photo of staff/pets or something similar with a personal touch

Body Copy: First, we’d like to extend a thank you to everyone who has reached out to us. We are wishing good health and fortune to all of our guests in return. We’ve been saying it since this all started but we could all use a vacation by now. We have really missed seeing all of your lovely smil-ing faces around destination and we’re ready to get back into our groove! Are you ready to get away?

Welcome Back ←button

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Example Campaign (contd)

Email 1 (contd)

Headline 3: What Do You Miss the Most About Destination?

Image: Collage of photos from the property / destination

Body Copy: Maybe you have spent some time daydreaming about your favorite condo, house, cabin (link to website). Perhaps you miss building sand castles on the beach/ hiking this really cool trail or relaxing with a drink by our pools. Or, maybe you miss cracking jokes with family & friends. On behalf of all of us here at YOUR COMPANY NAME (including the office dogs), we want to say that we have really missed you.

Headline 4: Guest Reviews: The Critics Are Raving!

Body Copy: “This vacation rental company is the best!” — Andrew Brodsky on Google Reviews

Share some of your favorite things about us and leave a review of your own! Then, come back and make some more memories.

Leave a Review ← button link to review or share your story page or etc etc



Email 2

Intention: remind guests about the special or an additional nudge to book direct if that is the route your client is taking

Subject Line: Don’t Forget to Save on Your Stay

Preview Text: Take advantage of our “Welcome Back” special

Headline 1: We’re Extending a Warm Welcome to All Our Guests

Image: Personal photo of the property / properties and/or one that ties into the special

Body Copy: We don’t want you to miss out on our “Welcome Back” Special! Stay four nights with us and receive your fifth night free when you book a stay between ____ and ____. Restaurants are open, the beaches/mountains are beautiful, and we have homes available.

Treat Yourself to a Much-Needed Getaway

Book Your Stay ← button

Headline 2: Which House Is Your Favorite?

Image: Photo collage of property options

Body Copy: Our spacious condos, stylish lofts, and cozy cabins set the scene for an unforgettable experience in DESTINATION (link unit type to website). Regardless of which accommodations you choose, you’ll have access to all of our amenities ranging from pool access and complimentary bikes to grocery delivery and our local insight, of course.

Browse Our Vacation Rentals ← make button

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https://fairbankshouse.com/amenities/

Facebook Posts1 post per week dedicated to the campaign

Week 1:

Intention: Introduce the special or package. It’s important to get this mes-sage out ASAP in a direct manner.

Message: Brighter days are finally here! We have really missed seeing your faces around DESTINATION. Though I’m sure everyone could use a vaca-tion right about now, we wanted to entice you all with a warm welcome with our “Welcome Back” special. Stay four nights with us and your fifth night free when you book a stay between ____ and ____.

Photo: The Staff

Week 2:

Intention: Nostalgia, FOMO

Message: What have you missed the most about DESTINATION? Maybe you have spent some time daydreaming about your favorite condo, house, cabin (link to website). Perhaps you miss building sand castles on the beach/ hiking this really cool trail or relaxing with a drink by our pools. Or, maybe you miss cracking jokes with family & friends.

Take advantage of our “Welcome Back” special! Stay four nights with us and receive your fifth night FREE when you book a stay between ____ and ____.

Photo: Building sand castles on the beach/ hiking this really cool trail or relaxing with a drink by our pools, fun photo of past guests or staff



Week 3:

Intention: User Generated Content

Message: We love hearing such positive feedback from our guests. It is a lovely reminder to us of why we do what we do. Thank you, Andrew, for such kind words!

Don’t forget about our “Welcome Back” special! Stay four nights with us and your fifth night free when you book a stay between ____ and ____. There’s no better time to make lasting memories of your own and see for yourself what makes COMPANY NAME/DESTINATION so unique.

Photo: Canva / Custom Graphic of Guest Review

“This vacation rental company is the best!” — Andrew Brodsky on Google Reviews

Week 4:

Intention: Final nudge

Message: Warm waters and a warm welcome await you on DESTINATION. Don’t miss out on our “Welcome Back” special! Stay four nights with us and receive your fifth night free when you book a stay between ____ and ____.

Photo: Destination photo and/or property photos

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www.Q4Launch.com

Addendum 2: Gift Certificate Campaign

Documents

7 STRATEGIES TO INCREASE BOOKINGS - Q4Launch...2020/05/07 · other VRMA members in your area- if they’re seeing a rebound, and you’re not, you have a marketing problem you need