HSMAI Rocet Presentation Oct 24th 2016 in Vancouver BC by Loren Gray

PowerPoint Presentation

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


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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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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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


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Voice and inanimate objects38

This is what we have right now


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For now we have40

Sales Revenue Marketinghttps://youtu.be/FPfQMVf4vwQ

For now we have41

This is what well have next


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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


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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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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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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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


Facebook.com/map its almost its own TV station example Hurricane Mathew




facebook.com/livemap screen shot

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The VR World Today


Sonys new VR game just out

Give example of AUS and the 360 campaign 63

The 3600 World Today


Show the real fly 360

Give example of AUS and the 360 campaign 64

The LIVE World Today


Facebook.com/map its almost its own TV station example Hurricane Mathew




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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