Upload
leonardo
View
548
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Learn about the most important hotel marketing trends of 2015 in our latest webinar. Covering topics such as the importance of visual storytelling, the rise of content marketing, the power of video and the multi-screen/multi-device connectivity
Citation preview
Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Big, Bold, Visual: What YouNeed to Know About HotelMarketing in 2015Thursday October 23rd 2014
Speakers:Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoTim Peter, Digital Marketing E-Commerce Expert and President, Tim Peter & AssociatesChristine Beuchert, Senior Director, Marketing and Ecommerce Strategy, Marcus Hotels
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
Tim PeterDigital Marketing E-Commerce Expert
and President
Tim Peter & Associates
Christine Beuchert Senior Director, Marketing and Ecommerce StrategyMarcus Hotels
The Most Important Hotel Marketing Trends of 2015
► The importance of visual storytelling in the online shopping journey
► The rise of content marketing► The power of video ► Multi-screen, multi-device
connectivity
Tim PeterDigital Marketing E-Commerce Expert
and President
Tim Peter & Associates
Digital Marketing Directions 2015Three Key Trends Driving Your
Hotel Marketing Next Year
These are “the good ol’ days”
• Occupancies and rates at record highs (STR)
• New inventory lagging demand (STR)• 2015 presents the opportunity to be a
great year• But only if you take advantage of trends
It’s All E-
commerce
Internet, Everywh
ere
We’re All
Publishers Now
Radical Transpar
ency
Deep Custom
er Insights
Disruption &
Disinter-mediati
on
Changing of the Guard
Internet,
Everywhere
Mobiles Wearables
Usables Invisibles
Source: http://blogs.cisco.com/news/cisco-connections-counter/
• Almost 13.4 billion Internet-connected devices in the world
• Roughly 2 Internet-connected devices for every man, woman, and child on the planet
More people own mobile phones than own toothbrushes
Internet,
Everywhere
“The web is like electricity. It’s
just there.” Eric Schmidt
Context is Queen• Segment
customer behaviors by context
• Observe, measure, and learn your customer’s pain points in each
• Improve by aligning customer experience with context
Internet,
Everywhere
And if context is
queen, guess
what that makes content
We’re All
PublishersNow
204,000,000 emails sent
Source: Intel
We’re All
PublishersNow
90+ reviews
We’re All
PublishersNow
100,000 Tweets
We’re All
PublishersNow
28,000 photos
We’re All
PublishersNow
208,000 photo uploads
We’re All
PublishersNow
30 hours of video uploaded
We’re All
PublishersNow
2+ million search queries
We’re All
PublishersNow
Content is King• Cut through the clutter
• Create content that is:–Snackable–Sharable–Sharp
We’re All
Publishers Now
Snackable
Sharp
Shareable
Images sell
Next 5-10 years
• 2+ million search queries
• 204,000,000 emails• 30 hours of YouTube
video• 90+ reviews• 104,000 Tweets• 208,000 photo
uploads
We’re All
Publishers Now
Internet,
Everywhere
Mobiles Wearables
Usables Invisibles
Data is the Crown Jewels• Highlights
customer behaviors, wants, and desires
• Leads product, promotion, placement and pricing decisions
• Cannot be easily duplicated by competition
Deep Customer
Insights
Disney MyMagic+
RFID “tickets” and
purchasing
Data is the Crown Jewels• Be willing to start
small• Anticipate, analyze,
and adapt to changing customer needs
• Protect the crown jewels: Privacy and security matter; Protect your customers’ information like your business depends on it
Deep Customer
Insights
Keys to Your Kingdom Next Year
It’s All E-
commerce
Deep Custom
er Insight
s
Internet,
Everywhere
We’re All
Publishers Now
Content is king
Use snackable, sharable, and sharp content to attract interest and action
Context is queen
Help your customers meet their needs where they are, not just on which
device
Data is the crown jewels
Use it to gain a competitive advantage, and to rule next year!
Key Takeaways
Christine Beuchert Senior Director, Marketing and Ecommerce StrategyMarcus Hotels
The hotel industry is changing faster than ever. Keeping up is a matter of survival.
• Avoid commoditization of our product
• Combat trend of declining organic search
• Customers expect readily available product information
Content Marketing can help hoteliers thrive, not just survive.
Great content leads to:
• Product differentiation
• More inbound website links
• Websites that are sticky and convert at a higher rate
• Engaged customers and an increase in customer loyalty
• Ability to leverage social media channels
Why is Content Marketing Important?
Visual Storytelling
• Sell the experience with a consistent story• Segment customers• Make pictures easily viewable across
different devices• Incorporate video to engage customers
(keep it short for mobile users)• Facebook, Instagram and Pinterest are
terrific channels for photos. Create a YouTube channel
How-to of Visual Storytelling
What is Your Instagram-able Moment?
Cosmopolitan Hotel, Las Vegas Photo source: fabhousewife.com
Find Your Story
• Make it authentic
• “Lean In” to your DNA
• Experiential service and programming
Craft Your Story
• Develop content strategies by customer segment
• Create engaging and useful content
• Plan for how and when to create content
Share Your Story
• Deploy across many channels
• Keep visual content updated across the web
• Encourage interaction and social sharing
Content Marketing: Hotelier Tips
Unique Selling Point: Historical hotel with a large collection of Victorian era art
• Found their story
• Built on it
• Played a part of the community
• Got internal team excited
• Involved the Audience early on
• Distributed everywhere
• Expanded on the story again and again
• Found new angles
The Pfister Hotel – Case Study
Mobile users…• Frequently use tablets to plan their travel• Often abandon non-mobile optimized websites (61%)• Frequently use their smartphone for last-minute
bookings• Include business travelers (32% book via mobile)
Which is why it is important to design for mobile and tablets• Leverage unique capabilities – swipe, zoom and pinch
features• Make it easy with features like click to call and
interactive maps• Mobile-optimized booking engine is mandatory
Importance of Mobile and Tablets
Lean in to your DNA
Buy-in and help to create stories
Use many pictures and video
Develop plans for content creation
& distribution
Optimize for mobile; go responsive
if possible
Key Takeaways
The Ultimate Visual Storytelling Solution for Hotels
VBrochure
VScape Media Publishing
VNetwork Analytics Customer Success
BestSTART++ + ++
Online Players Mobile Web
GalleryFacebook
► About Leonardo
► Invitations to upcoming webinars●November’s topic is What Every Smart Marketer
Must Know About Hotel Web Marketing
► Recording of this webinar●Share it with your colleagues
It’s a Wrap
Copyright © 2014 Leonardo Worldwide Corporation