Viral Marketing:  Is it right for your business? Stacy Armijo Pierpont Communications June 18, 2008
A little about me… <ul><li>Public relations and marketing experience for companies of all types </li></ul><ul><li>Strongly...
What is “viral marketing?” <ul><li>The short version: </li></ul><ul><li>Any promotion that encourages people to pass along...
Passing the smell test <ul><li>Hospitality is ideal for viral marketing because: </li></ul><ul><li>A large portion of the ...
How could you use it? <ul><li>Supplement existing membership programs </li></ul><ul><li>Promote new or unique services </l...
What are the options? <ul><li>There are TONS!  We’ll discuss… </li></ul><ul><li>Web site </li></ul><ul><li>Search engine o...
Web Site <ul><li>21 st  Century storefront </li></ul><ul><li>The destination of all of your marketing </li></ul><ul><li>A ...
Web Site: The Basics <ul><li>Clean, appealing design </li></ul><ul><li>Complete, accurate, up-to-date info </li></ul><ul><...
Web Site: Kick it up a notch <ul><li>Virtual property tours </li></ul><ul><li>Links / Searches for area attractions </li><...
Web Site: Rock ‘n’ Roll <ul><li>Online guest book </li></ul><ul><li>Blogs by company representatives </li></ul><ul><li>Use...
Search Engine Optimization <ul><li>Critical and highly competitive in hospitality </li></ul><ul><li>Find unusual terms / s...
Blogs: Several Options <ul><li>Monitor and comment on existing blogs </li></ul><ul><li>Write your own blog </li></ul><ul><...
Blogs: Comment on others <ul><li>No control over the message </li></ul><ul><li>Company reps perceived as less credible </l...
Blogs: Write your own <ul><li>Very time-consuming (more than you think) </li></ul><ul><li>Finding a well-suited author can...
Blogs: Empower guests <ul><li>Very time-consuming to recruit authors, manage </li></ul><ul><li>Content may not be relevant...
Keys to blogging success <ul><li>Find the right author </li></ul><ul><li>Find the right content </li></ul><ul><li>Take a l...
Social Networking
Social Networking: Jury is out <ul><li>Online communities for users with similar interests (Facebook, LinkedIn, MySpace) <...
Mobile Marketing <ul><li>One of the newest additions to the marketer’s toolkit </li></ul><ul><li>Currently, best for enhan...
Who’s doing it great? <ul><li>Leverage existing networks for participation </li></ul><ul><li>Requires a lot of time to lau...
 
Who’s doing it great? <ul><li>Create your own online “eBrochure” </li></ul><ul><li>Customized messaging with consistent br...
Overwhelmed? Don’t know where to start?
Take it slow <ul><li>Start by observing: </li></ul><ul><ul><li>Follow a few blogs (RSS feeds are great) </li></ul></ul><ul...
Questions Stacy Armijo Vice President Pierpont Communications 512-448-4950 [email_address] www.piercom.com
Upcoming SlideShare
Loading in …5
×

Viral Marketing for the Hospitality Industry

6,567 views

Published on

An overview of viral marketing for the hospitality industry in June 2008

Published in: Business, Technology
4 Comments
24 Likes
Statistics
Notes
  • Hi can you please send me your presentation to bdhir123@gmail.com ?Am working on a project and would like to try out a few ideas . Needless to say , would feature you on the credits !

    Thanks and Cheers
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey

    Could you possibly send on a link to this to jampotjim@gmail.com? It is a very interesting presentation.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi, I am Dominique Le Quellec. Your slideshow is of great interest to my hospitality students. Could you please sent the file to my address: dominique.lequellec@free.fr? In advance, I thank you.
    Best regards,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • hello, my name is lukas ritzel from switzerland, could you send me the ppt slides to my address l.ritzel@imi-luzern.com i am happy to refer to you and promote any business of yours to my hospitality students, i like your slides a lot - lukas
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
6,567
On SlideShare
0
From Embeds
0
Number of Embeds
75
Actions
Shares
0
Downloads
0
Comments
4
Likes
24
Embeds 0
No embeds

No notes for slide

Viral Marketing for the Hospitality Industry

  1. 1. Viral Marketing: Is it right for your business? Stacy Armijo Pierpont Communications June 18, 2008
  2. 2. A little about me… <ul><li>Public relations and marketing experience for companies of all types </li></ul><ul><li>Strongly believe in the power of traditional marketing and communication tools </li></ul><ul><li>Believe viral marketing presents new opportunities ripe for exploration </li></ul>
  3. 3. What is “viral marketing?” <ul><li>The short version: </li></ul><ul><li>Any promotion that encourages people to pass along a marketing message voluntarily, typically through word-of-mouth or electronic media. </li></ul>
  4. 4. Passing the smell test <ul><li>Hospitality is ideal for viral marketing because: </li></ul><ul><li>A large portion of the target audience is already online </li></ul><ul><li>It engages users around their passions (travel, parties, bargain hunting, luxury) </li></ul><ul><li>Many properties can leverage existing networks for success </li></ul>
  5. 5. How could you use it? <ul><li>Supplement existing membership programs </li></ul><ul><li>Promote new or unique services </li></ul><ul><li>Monitor consumer attitudes and opinions </li></ul><ul><li>Expand the reach of your brand </li></ul><ul><li>(Potentially) Drive traffic to your property </li></ul>
  6. 6. What are the options? <ul><li>There are TONS! We’ll discuss… </li></ul><ul><li>Web site </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Blogs </li></ul><ul><li>Social networking </li></ul><ul><li>Mobile marketing </li></ul>
  7. 7. Web Site <ul><li>21 st Century storefront </li></ul><ul><li>The destination of all of your marketing </li></ul><ul><li>A must for every property </li></ul>
  8. 8. Web Site: The Basics <ul><li>Clean, appealing design </li></ul><ul><li>Complete, accurate, up-to-date info </li></ul><ul><li>Show us your personality </li></ul>
  9. 9. Web Site: Kick it up a notch <ul><li>Virtual property tours </li></ul><ul><li>Links / Searches for area attractions </li></ul><ul><li>Regularly updated editorial features </li></ul><ul><li>Videos from property staff </li></ul>
  10. 10. Web Site: Rock ‘n’ Roll <ul><li>Online guest book </li></ul><ul><li>Blogs by company representatives </li></ul><ul><li>User-generated video and photo galleries </li></ul><ul><li>Online forums for guests </li></ul><ul><li>Live chat with customer service reps </li></ul><ul><li>Make-your-own brochures </li></ul><ul><li>Event planning wizards </li></ul>Interaction should increase with each evolution
  11. 11. Search Engine Optimization <ul><li>Critical and highly competitive in hospitality </li></ul><ul><li>Find unusual terms / search criteria </li></ul><ul><li>Consider pay-per-click </li></ul><ul><li>Recommend outsourcing </li></ul>
  12. 12. Blogs: Several Options <ul><li>Monitor and comment on existing blogs </li></ul><ul><li>Write your own blog </li></ul><ul><li>Empower your guests to blog </li></ul>
  13. 13. Blogs: Comment on others <ul><li>No control over the message </li></ul><ul><li>Company reps perceived as less credible </li></ul><ul><li>Source is often unknown </li></ul><ul><li>Far less time-consuming </li></ul><ul><li>Frequency is up to you </li></ul><ul><li>Potentially engages a new audience </li></ul><ul><li>Keeps you apprised of consumer trends </li></ul>Cons: Pros:
  14. 14. Blogs: Write your own <ul><li>Very time-consuming (more than you think) </li></ul><ul><li>Finding a well-suited author can be difficult </li></ul><ul><li>Must have resources to moderate / keep active </li></ul><ul><li>More control over the message </li></ul><ul><li>Shows your personality </li></ul><ul><li>Offers guests an opportunity to engage (via comments) </li></ul>Cons: Pros:
  15. 15. Blogs: Empower guests <ul><li>Very time-consuming to recruit authors, manage </li></ul><ul><li>Content may not be relevant </li></ul><ul><li>Must manage critical and/or inappropriate postings </li></ul><ul><li>Another way to create guest loyalty </li></ul><ul><li>Offers a more personal view of your property </li></ul>Cons: Pros:
  16. 16. Keys to blogging success <ul><li>Find the right author </li></ul><ul><li>Find the right content </li></ul><ul><li>Take a long-term view </li></ul><ul><li>Show your personality </li></ul>
  17. 17. Social Networking
  18. 18. Social Networking: Jury is out <ul><li>Online communities for users with similar interests (Facebook, LinkedIn, MySpace) </li></ul><ul><li>Can create pages for your property and participate in the community </li></ul><ul><li>Not seeing much success for hospitality yet (see page postings, but no participation) </li></ul><ul><li>Consider participating around specific events or promotions </li></ul>
  19. 19. Mobile Marketing <ul><li>One of the newest additions to the marketer’s toolkit </li></ul><ul><li>Currently, best for enhancing value for existing customers </li></ul><ul><li>Example: Send guests texts regarding the complimentary cocktail hour or jazz performance that evening </li></ul>
  20. 20. Who’s doing it great? <ul><li>Leverage existing networks for participation </li></ul><ul><li>Requires a lot of time to launch, monitor, maintain </li></ul><ul><li>Don’t be afraid to start small </li></ul><ul><li>Traffic is good </li></ul><ul><li>Buzz on other sites is good </li></ul><ul><li>GP members really like it </li></ul><ul><li>Biggest challenge now is connecting to sales </li></ul><ul><li>Launched in March 2008 after two-year development </li></ul><ul><li>Online forum for GP members to exchange info about travel destinations </li></ul>Enhance the value of Gold Passport membership. Lessons Results Program Purpose
  21. 22. Who’s doing it great? <ul><li>Create your own online “eBrochure” </li></ul><ul><li>Customized messaging with consistent branding </li></ul><ul><li>Ideal for business clients and event planners </li></ul><ul><li>Could cut down on printing costs </li></ul>
  22. 23. Overwhelmed? Don’t know where to start?
  23. 24. Take it slow <ul><li>Start by observing: </li></ul><ul><ul><li>Follow a few blogs (RSS feeds are great) </li></ul></ul><ul><ul><li>Check out MySpace, Facebook, LinkedIn </li></ul></ul><ul><li>Implement one tactic at a time </li></ul><ul><li>Dedicate appropriate resources </li></ul><ul><ul><li>Very little cash </li></ul></ul><ul><ul><li>LOTS of time </li></ul></ul><ul><li>Remember, it’s all gravy! </li></ul>
  24. 25. Questions Stacy Armijo Vice President Pierpont Communications 512-448-4950 [email_address] www.piercom.com

×