Upload
ignite-hospitality-marketing
View
1.030
Download
0
Embed Size (px)
Citation preview
How To Make Digital Marketing Work For Hospitality Boutique Bar Show – London
So… who are we?
Marketing Speak Digital Channel Multi-Channel Touchpoint SEO (search engine optimisation) PPC (pay-per-click) / “Search”
Today’s Menu Why digital is important for hospitality. The process we go through. Channel chat and tools to use.
Gone Local.
We don’t go online anymore – we live online.
55% spike between Christmas and New Year’s
“bars near me” weekend uplift
Part 2: Our Approach Meet your patron. Go on your customer journey. EXCITE & DELIGHT! Set the strategy. Target. Do & learn.
Meet Your Patron.
Go on your customer journey.
Excite & Delight.
21
Set the Strategy.
Digital Touchpoints – Pre-Decision Advertising Social Media
• Shared content • Paid ads
PR
Annoyances: Irrelevant ads, spammy social media
Digital Touchpoints – Actively Looking Paid Search ads Social Website
Reviews SEO
Annoyances: Old reviews, difficult-navigate website, outdated information
Digital Touchpoints – Decision Made! Call Email Website booking OTA booking Locating (Maps)
Annoyances: No answer on phone, confusing/lengthy booking process, incorrect maps location
Digital Touchpoints – Nurture Relationship Newsletters Social Remarketing Reviews Word-of-mouth
Annoyances: Spammy ads, frequency of newsletters, irrelevant content
Multi-Channel Campaigns
Target.
Targeting Approach Big Growth Drivers
Geographic Targeting
Demographic Profiling
Used to build online profiles of Beefeater customers in 2015
Interests
Gender
Income
Occupation
Education
Age
Family
Big Growth Drivers
Targeting Approach Demographic Targeting
Advanced Targeting
Implementation & Practical Tools
Tools/tips to help you organise: SEO: Citation Management MOZ > https://moz.com/tools/seo-toolbar Tracking: Google Analytics Communication: Hootsuite Social Media Guide >http://www.afpc.af.mil/shared/media/document/AFD-091210-037.pdf or http://www.theguardian.com/media-network/2015/jan/17/brand-social-media-tips-followers Setting Goals: ROI Calculator > http://tools.seobook.com/ppc-tools/calculators/roi.html Design: Pixlr to make your own ads
Do.
Do. Test, optimise, learn, repeat.
Cheers! www.ignitehospitality.com +44 (0)20 7697 0151 @ignitetweet [email protected] @sarahfulton