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Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar
 

Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar

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These slides were shared in September of 2012 for the NEIRA organization. The purpose of the webinar was to help hotels identify emerging digital marketing trends and plan for 2013.

These slides were shared in September of 2012 for the NEIRA organization. The purpose of the webinar was to help hotels identify emerging digital marketing trends and plan for 2013.

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    Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar Presentation Transcript

    • MARKETING YOUR INDEPENDENTHOTEL & PLANNING FOR 2013 PRESENTED BY: Brian Fitzgerald VP, Digital Strategy | O’Rourke Hospitality Marketing
    • Webinar Goals & Objectives 1.  Share emerging marketing channels and opportunities 2.  Equip properties with the tactics necessary to evaluate and leverage these channels 3.  Help properties plan their budgets and marketing plans for 2013MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Webinar Agenda   About O’Rourke   Mobile Trends and Strategy Development   Web Design & Development Trends   Display Advertising    Targeted Content and Conversion Rate OptimizationMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • ABOUT US |
    • Who We AreO’Rourke Hospitality MarketingAward-winning marketing firm based inNewburyport, MA.Over ten years of experience workingexclusively with the hospitality industry.Providing full-service marketing solutionsSister company Mobile MediaApplicationsMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • What We Do CREATIVE SEARCH em Me Design yst as ur SEO / PPC tS em Branding en e em nt g na & Ma An aly ent tics Cont DESKTOP MOBILE EMAIL WEBSITE WEBSITE DISPLAY Creative Retargeting Distribution Partner Advertising ntio MOBILE iza APP tim Co Op SOCIAL nt t en e Strategy St Ra MOBILE t ra n Reputation Monitoring te sio SEO / PPC gy ver Con Push NotificationsMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • MOBILEWhy you need a mobile website
    • By 2015, more U.S. Internet users willaccess the Internet through mobiledevices than through wired devicesSource: IDC – Worldwide New Media Market Model
    • Mobile Website Strategy Best Practices“Mobile site” does not mean a desktop version of a site that loads on a mobile deviceMobile users DO have time and DO scrollDon’t sacrifice content just because it’s mobileSpeed, your mobile website should be lightning-quickUse mobile site redirectsConsider a responsive solution (more on that later)MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Mobile Website Design Best PracticesKnow what is important and make iteasy to find:-  Getting ‘Home’-  Calling-  BookingMobile optimized booking engineBig user interface (UI) elementsTake advantage of phone features –tap to call, GPS, touch, etc.MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Mobile Website Case Study – The Trend Spruce Point Inn – Percentage of Mobile Visits %"of"Mobile"Visits" 16.00%% 14.00%% 12.00%% 10.00%% %%of%Mobile%Visits% Linear%(%%of%Mobile%Visits)% 8.00%% 6.00%% 4.00%% 2.00%% Feb-11% Mar-11% Apr-11% May-11% Jun-11% Jul-11% Aug-11% Sep-11% Oct-11% Nov-11% Dec-11% Jan-12% Feb-12% Mar-12% Apr-12%MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Mobile Website Case Study – The StrategyDeveloped a mobile sitemap-  Keeping all content available-  Organizing it for a mobile userCreated designs to accuratelyreflect the brandUsed design elements optimizedfor a mobile userMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Mobile Website Case Study – The Results Pageviews)1200"1000" 800" 600" Pageviews" 400" 200" 0" Page Page Views 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" 2" " " " " " " " " " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 /1 1/ 2/ 3/ 4/ 5/ 6/ 7/ 8/ 9/ 1/ 2/ 3/ 4/ 5/ 6/ 7/ 8/ 9/ 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 10 11 12 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 9/ 9/ 9/ 9/ 9/ 9/ 9/ 9/ 9/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 8/ 9/ 9/ 9/ /m.sprucepointinn.com/ 4,041 /m.sprucepointinn.com/lodging/ 1,566 /m.sprucepointinn.com/packages/ 794 /m.sprucepointinn.com/book/ 789 /m.sprucepointinn.com/dining/ 615 /m.sprucepointinn.com/lodging/lodge-rooms/ 584 /m.sprucepointinn.com/lodging/the-inn/ 553 /m.sprucepointinn.com/lodging/cottages/ 453 /m.sprucepointinn.com/recreation/ 273 /m.sprucepointinn.com/events/ 225 MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • MOBILEHow to show up in mobile search results
    • Mobile, Local OverlapMobile refers to a device and/or the methodthat a consumer is using to find informationLocal refers to the type of information orsearch query they are looking forGoogle officially says that 40% of mobilequeries are local in natureMicrosoft has said this number is roughly 53% DEMOMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Local Search is Extremely Important in Our Industry Percentage  Breakdown  of  General  Search,  Local  Search  and  IYP   100%   90%   80%   55%   57%   70%   60%   78%   50%   General   Local   IYP   40%   30%   32%   40%   20%   15%   10%   0%   All  Categories   Restaurants   Hotels/Motels  MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • The Local Search Landscape is Extremely ComplexMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • State of Mobile SearchSmartphone search volumes are growing faster than search on the PCAnalyst firm BIA/Kelsey has projected that by 2015 there will be more local searchescoming from smartphones than PCs in the USMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Mobile Search Opportunities & Best PracticesMany of the fundamentals for local/mobile search optimization have not changedIt’s still important to:   Have an address in the city that’s being searched   Have an address close to the city center   Associate your business with complete and proper categories.   Ensure your data is accurate and complete across the Local Ecosystem   Have a mobile website   Focus on Google + LocalMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • What is Google doing with Google+?Adding a social layer to everything – “Search Plus Your World”Collecting social signals for search ranking purposesBuilding a platform to assist and enable small businesses Source: Wall Street JournalImproving local search resultsMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Google + Local Ranking Factors The number, authority and velocity of +1’s on a hotel website. Google provides ‘+’ badges and widgets that you can place on your site. Getting more follows and “+’s” for your website can help you rank better in local search.MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Google + Local Ranking Factors The number, authority and velocity of Adds/Shares on Google+ Setup your Google+ profile, post often, interact with othersMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Google + Local Ranking Factors Google is heavily pushing their reviews product They are not promoting third Parties like TripAdvisor, Yelp and Expedia any more Find ways to encourage customers to leave reviews on Google+MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Opportunities for 2013Setup and ensure your Google+ Local page is optimizedGet more involved with the Google+ environment, add a link from your website to yourGoogle+ profileEnsure your data is accurate and complete across the Local EcosystemConsider a mobile websiteMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • WEB DESIGN + DEVELOPMENTResponsive Web Design
    • What is Responsive Website Design?Responsive web design is a technique usedto build websites that allows the sameHTML and CSS code to be accessed acrossall devices at a single URL.This design approach ensures that nocontent is ever inaccessible to a mobile userand provides a streamlined user experienceon any device.MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • “Day by day, the number of devices,platforms, and browsers that need towork with your site grows. Responsiveweb design represents a fundamentalshift in how we’ll build websites for thedecade to come.”Jeffrey Veen
    • Why Responsive Design?ü  It’s What Your Guests Need As we’ve discussed, more and more guests are going mobileü  It’s Easy To Manage Manage all of your content, for all devices, in one placeü  Google Likes It Theyve stated publically that responsive design is the preferred approachü  It’s “Future-Proof” Sites that are designed responsively can adapt to any screen sizeü  It’s Content-Focused It challenges us to focus solely on the content that matters to usersü  It’s Affordable Instead of building 2+ separate sites, build oneMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Considerations for future website projectsStrongly consider a responsive solutionGet several proposals and evaluate the pros, cons and pricingThink about the future and how consumer interactions will continue to evolveMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • DISPLAY ADVERTISINGThe next big digital marketing opportunity
    • Why Display Advertising? US#Online#Display#and#Search#Ad#Spending,#201082015#(billions)#eMarketer projects that !$60.00!!display will overtake search asthe largest online ad spending !$50.00!! !$49.50!!category by 2015. !$45.50!! !$41.20!! !$40.00!! !$36.80!!Google reports that theaverage travel shopper uses !$31.30!! Total!Online!Ad!Spending! !$30.00!! Display!10.2 information sources !$26.04!! Search!before buying. Being present !$20.19!! !$21.53!! !$18.85!! !$21.99!!on as many of these channels !$20.00!! !$17.03!! !$19.66!! !$14.38!!as possible is becoming more !$12.00!! !$14.82!! !$17.06!!critical. !$10.00!! !$9.91!! !$12.22!! !$.!!!! 2010! 2011! 2012! 2013! 2014! 2015!MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • What is Display Advertising?There are a variety of display advertisingoptions to help achieve your goals:1.  Direct Publishers Buy placement on popular travel sites2.  Retargeting Reconnect with lost prospects in hopes of converting them3.  Content Targeting Display your ads on relevant places across the web4.  Facebook Targeted Ads Behaviorally targeted ads placed on FacebookMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Direct Publisher ExampleMost hotels are familiar with these direct publisher opportunitiesMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Content Targeting ExamplesSpecify the types of sites andthe geographic targets thatyou want to go afterThen your display ads showup in places that matchthose content and Your  Ad   Here  geographic requirementsMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Display Ad Retargeting ExampleAfter visiting a site the user sees targeted messaging on other sites across the webMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Display Case Study – Spruce Point InnSituation-  Spruce Point Inn had two months before they closed for the season-  They had select inventory available to fill during the remaining 8 weeksStrategy-  Developed a Autumn Romance package to target couples looking to escape for a weekend-  Decided retargeting would be a perfect opportunity to message previous website visitors with targeted message about the packageMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Display Case Study – The CreativeCreative set 1 – Getaway, romance, memoriesCreative set 2 – Getaway, autumn, Botanical Gardens, memoriesMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Display Case Study – Campaign in ActionMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Display Case Study – The ResultsTotal Impressions = 82,000Total Clicks = 116MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Considerations for 2013Display opportunities can help differentiate and shift-shareA typical click through rate (CTR) for display ads is less than 1% and the direct return forthis type of advertising can be as low as 1:1 or 2:1 –  Much of this is due to the way online revenue is attributedBroadly retargeting everyone, or targeting people based on certain actionsConsider budgeting some additional advertising spend for display opportunitiesBudgets can start as low as $50/week and can easily turned off/onMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • TARGETED CONTENTPersonalize content & increase conversions
    • Conversion Rate OptimizationAs everyone gets familiar and comfortable with marketing tactics like email, SEO andPPC, everyone now knows how to do a better job of getting people to their siteThe next phase of this evolution is how to better convert those people once you getthem to your site. Enter Conversion Rate Optimization.Conversion rate is impacted by many factors: –  Site usability –  Site content –  SEO keyword strategy –  Paid search keyword strategy –  Rate –  Occupancy –  Targeted contentMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • If you know something about a visitorto your website, why wouldn’t you usethat information to improve theirexperience?
    • Personalization is What We DoMany hospitality companies and hotels around the world have perfected personalizationat a property levelPersonalizing and customizing things like:-  Room preferences-  Rate preferences-  Meal/snack preferences-  And moreThis level of service does wonders for guest service and makes guests come backTechnologies exist that allow us to bring this same level of service to our websiteMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Targeted Content Case Study – The WentworthMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Targeted Content Strategy Process User Segment   Location   Buying Stage Behavioral Triggers   Opportunity (last minute)   Interest   Demographic   First-time Visitors   Event   Returning Visitors   Search Engine Keyword   Referring domains Run & Measure   Referring URLs   IP Address   Campaign 1   Campaign 2   Etc…MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • Considerations for 2013Think about how you can better convertthe visitors you are already getting to yourwebsiteLook at targeted content methods todeliver the right message to the rightcustomer at the right timeMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • RECAPTakeaways
    • Takeaways1.  Think about how you can get ahead and stay ahead in the mobile landscape2.  Understand the options that are available when it comes to website development3.  Consider display advertising options to differentiate and shift share 4.  Bring personalization philosophies to the web through targeted contentMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • PROMOTIONOffer for today’s webinar attendeesCommit to a hotel website project by 12/21 and receive:-  Free responsive design (a $2,000 value)-  Free performance reports for 12 monthsMARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • NEXT STEPS We’ll be at the NEIRA 2012 Annual Meeting in October Be sure to say hello!MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013
    • THANK YOUFor more information, please contact:O’ROURKE HOSPITALITY MARKETINGphone 978.465.5955Email bfitzgerald@orourkehospitality.com