General Overview about what we do.

1. PROPOSAL
SEARCH ENGINE OPTIMIZATION SEARCH ENGINE MARKETING
@ work
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2. THE COMPANY
• Offices in Toronto/Winnipeg Canada
• The business is a culmination of efforts from 20 years in
the Marketing and Hospitality business and over 10
years of Web Development business.
• Owned and operated by Paul Adams and Andrew Meyer
supported by a talented team of web designers,
developers, marketers and selling coaches
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3. THE PEOPLE
• Andrew Meyer has developed a wealth of Sales, Marketing and Operational
knowledge over the 20 years in the Hospitality business. Direct brand experience
includes Four Seasons Regent Hotels, Starwood Hotels & Resorts, Fairmont Hotels
and Resorts, Hilton Hotels & Resorts, Radisson Hotel & Resorts, IHG, Delta Hotels &
Resorts, Preferred Hotels, Choice Hotels, Travelodge Hotels and Independently
Owned and Managed Hotels.
• Paul J. Adams is a Toronto-based entrepreneur who formed Green Street
Productions (GSP) in 2003. The company was born from a collective of Canadian
advertising agency designers and marketers.
Paul's expertise ranges from creating optimized and engaging websites to delivering
favourable performance-based marketing programs. Implementing diligent and
attentive practices, Paul ensures his client teams are continuously interpreting best-
of-breed performance reporting metrics improving account performance.
Certified as a Google Ad Words Specialist, Paul works diligently for his clients within
a variety of media showcasing an understanding of the relationship between
humans, technology, information, design and marketing.
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4. HOTELIMARKETING PHILOSOPHY
HiM s a full-service Interactive Marketing Agency concentrating on
the hospitality and hotel industry providing hotels and resorts with
proven, ROI driven online marketing services. HiM understands
where to find the best online opportunities to broaden your hotel's
presence on the web.
Save Time & Confusion
- Website Design & Development
- Sales Team Performance & Management
- Pay Per Click Campaigns &
Landing Page Creation
- Search Engine Optimization (SEO)
- Social Media Marketing & Brand Monitoring
- Mobile Marketing
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5. MARKET OVERVIEW
• By 2013, 46% of leisure and unmanaged
business travel will be sold online, and that
39% of managed business travel (the kind
organized via a mandated company policy) will go
through online channels. Individual sectors will
have much more Internet activity: more than 1/2
in the case of airlines, about 1/3 of hotel
bookings, and almost 2/3s of car rental
bookings*
• The Hospitality Industry is the ideal SEO/SEM
client with characteristics such as large online
bookings, inefficient and expensive websites and
big brand relationships
* Forrester Research US Online Travel Forecast, 2008 To 2013
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6. SEARCH ENGINE OPTIMIZATION
• Over 85% of traffic to websites is generated from search engines. This makes proper
search engine promotion and marketing crucial to the success of any truly effective
website.
• HiM is one of the leaders in search engine optimization and marketing. We have
developed very successful and ethical proprietary methods to ensure that our
customers’ websites get the highest rank possible in search engines both
immediately and in the long-term. By constantly monitoring the major search
engines, such as Google, Yahoo! and MSN/Bing, we are aware of any required
changes to a website ensuring continued online marketing success.
• HiM’s search engine optimization is comprised of (but not limited to):
• Keyword Research
• On-page Optimization
• Vertical Search Targeting/Inclusion
• Sitemap Creation & Search Engine/Directory
Submission
• Internal Link Architecture
• Tracking & Monitoring of SEO Positioning
• Continual Maintenance & Adjustment
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7. SEO @ WORK
SEARCH ENGINE OPTIMIZATION
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8. SEARCH ENGINE MARKETING (SEM)
ASSESSMENT & PLAN
• With the extensive industry knowledge acquired through years of experience, HiM will begin work by
conducting and researching our client’s online presence.
• HiM’s SEM plan includes:
1. Property Analysis
Existing competitive advantage
Target audience(s)
Current/past online & offline marketing efforts
Area demand drivers – local events, attractions, etc.
2. Market/Competitors Position
Existence and exposure of competitors’ websites
Existing packages and promotions
SEO positioning (Google, Yahoo!, MSN)
Current level of participation in PPC and strategic linking campaigns
Guest comment reviews on social media sites(such as Facebook, Twitter etc.)
3. Strategic Approach and Recommendations
Search Engine Optimization (SEO)(including Local Search)
Pay-Per-Click (PPC) Marketing
Creation of Viral Content/Linkbait
Mobile Marketing
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9. SEM @ WORK
SEM @ WORK
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10. SOCIAL MEDIA MARKETING &
BRAND MONITORING
Social Media will add to and enhance the following:
Reputation Management - People are talking about you online, whether you
choose to listen or not.
Customer Service - Social media customer service is the new (800) number.
Public Relations - Social media enables you to take your message to customers
directly.
Customer Acquisition - Market sideways. Features and benefits are too boring
to work in social media.
Create Brand Communities - Activate your fans and give them something to do.
Donʼt just collect them like baseball cards.
Thought Leadership - Everyone in the world has expertise. Whatʼs yours, and
how do you distribute it?
Networking - Social capital belongs to individuals, and is loaned to brands. You
can use social networking to develop relationships online that youʼd be unlikely to
have otherwise.
* “Social Media Channels” Russell Herder and Ethos Business Law, July 2009,
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11. The Reach and Scope of Social Media
: Over 300 million members and over 80 billion page views (Techcruch)
: now has over 44 million unique visitors a month (Comscore)
: over 100 million visitors in March and over 13.8 billion video views in
M March alone (Youtube)
:16 million unique visitors a month with a very affluent demographic
where the average user is 39 and makes $139k a year and over
500,00 C-level members (Quantcast)
: just under a 100 million visitors a month and 83 billion page views
(Techcrunch)
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12. The Reach and Scope of Social Media (Cont…)
: more traffic than the New York Times with 23 million unique visitors a
month and 4.5 billion page views (Techcrunch)
: over 5 million blogs are tracked by Technorati, the “Bible” of blogs
with 600,000 being corporate blogs (Technorati)
: nearly 63 million unique visitors in June 2009 (Compete)
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13. CASE STUDY –
HOLIDAY INN HOTEL & SUITES
WINNIPEG DOWNTOWN
• Services: Google Pay Per Click (PPC) Campaign integrated with the use
of targeted Landing Pages.
• Background: Conveniently located in scenic downtown Winnipeg, the
newly renovated Holiday Inn Hotel & Suites Winnipeg Downtown
offers 140 well appointed guestrooms, with 20 one-bedroom King
Suites. The competitive Winnipeg market consists of five other Holiday
Inn Hotels plus numerous competing brand and independent hotels.
Recognizing the limited online campaigns operated by the national
brand, the PPC campaign was designed to enhance and work with
promotions already in place.
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14. CASE STUDY –
HOLIDAY INN HOTEL & SUITES
WINNIPEG DOWNTOWN
• Engagement: HoteliMarketing (HiM) created a campaign focused on a cost-effective,
short-stay (2-5 nights) promotion to entice guests to book hotel rooms in a
depressed-economic market.
Landing Pages with graphics displaying price sales were created and implemented
in the PPC campaigns directing the client with ‘one-click’ towards the booking site
hosted by the Holiday Inn’s brand –operated website.
• The Results: Over the course of the campaign, HiM was able to zero-in on a number
of keywords and ad placements enhancing the results. After the first three months,
the Holiday Inn saw an increase of 19.3% in Internet sales year-over-year in a
Winnipeg hotel marketplace seeing a decrease of 11%.
*Revenue Factory – Distribution Marketing, Business Metrics & Results – January 2008 – May 2009.
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15. HoteliMarketing Clients and Partners
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16. SUCCESS IS OUR ADVOCATE
HoteliMarketing’s success is built on proven results,
and that's why companies large and small have the
confidence in us to improve their online presence and
marketing.
Results are based not on guesswork or instinct, but on
the actions of real customers.
Our clients have learned any investment
made in HiM is returned to them in a
more profitable business.
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17. Contact
HoteliMarketing
TollFree. 888.833.4841
Winnipeg Office Tel. 204.899.6056
Toronto Office Tel. 416.996.8270
Fax. 905.668.9664
contact@hotelimarketing.com
www.hotelimarketing.com
Follow us on : http://twitter.com/hotelimarketing
Thursday, January 28, 2010