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Nate Huff, Miles Partnership - Brighter Days Ahead
- 2. With You NATE HUFF Senior Vice President
- 3. what do we do? Create a Plan o Everyone’s situation is unique o Understand (and educate) your consumers o Meet consumers where they are o Channels/content sources o Mental/emotional states
- 4. 3-Phase Approach SUPPORT RECOVER ADVANCE The time trying to adapt to hold on and maintain relevance and value against an ever-changing negative landscape The time when things are settled down and action focuses on recapturing loss and developing strategic plans for growth The period when past effects are overcome, and action moves to capturing new visitation CREATE A PLAN
- 5. Our Focus Today MEASURE MESSAGE Aggregate and originate research to understand and measure the impact caused by COVID-19 Develop communications and content strategy to engage a wide range of audiences (industry, locals, travelers) CREATE A PLAN
- 6. Measure
- 7. UNDERSTAND AND EDUCATE: RECENT DATA POINTS US National Sample of 1,000+ Adults 18+
- 8. UNDERSTAND AND EDUCATE: RECENT DATA POINTS Consumer road trips of 50 miles or more for Florida. The data is drawn from a panel of GPS signals representing road trips taken by car. Probable Factors: • Signs of recovery • Desire to visit familiar destinations • Need or want to visit friends/family • Flexible cancellation policies
- 9. CONTENT OF INTEREST TO TRAVELERS SURVEYED
- 10. Message
- 11. MESSAGE Transparent, Accessible & Proactive ► Use this time as an opportunity to show your community and future travelers who you are as a business. ► Update consumers on changes to your operations and let them know how to connect with you digitally. ► Closing your doors shouldn’t mean going dark. Create new ways for consumers to reach you on a more personal level.
- 12. MESSAGE Google My Business COVID-19 Response Tips o 10 minute how-to video o Update your store hours and services o Tips on disabled features o Use Google Posts to Share Updates and New Offerings o Promote Offers or New Virtual Events or Experiences https://bit.ly/2VrFPOe
- 13. MESSAGE Yelp: COVID-19 Response Tips o Curated blog post o Use the COVID-19 advisory alert o Identify temporary closures o Edit or add virtual services https://bit.ly/2VrFPOe
- 14. INSIGHTS Summary • The timing will be dictated by health news & official restrictions • Travel intentions stabilized & slightly improved in early to mid April • Locals are ‘hungry’ for food options and for ways to help local businesses & their staff. • They are also interested in deals & offers for future travel, dining, entertainment • Prepare to activate Locals first – followed by past guests/visitors from drive markets especially VFR www.covid19.milespartnership.com/ Strategic Approach
Editor's Notes
- Unique – as destination and as businesses we need to look at people as individuals as well as regional groups, understanding economic constraints as well as safety concerns Educate – Once we understand, we need to educate to create that security that allows for them to act on desire, both at the destination and business level Meet where they are – we need to look at the channels generating the most engagement. News sites are way up as is social media usage. But we also have to look at the mental and emotional state of the consumer. Those surfing news sites are getting bombarded with negative, whereas in the social space we have opportunities to capitalize on more positive messaging, and likewise with online search – people who are searching our destinations and businesses are not doing so to get general COVID-19 info – they are interested in coming so we need to capture that audience more than ever.
- Within each of these phases we've identified 5 strategic lenses that you can use to guide your efforts. And because we are hopefully on the verge of straddling that line between phase 1 and 2, we’re going to focus on how we’re measuring traveler activity and sentiment and what that ultimately means for messaging.
- So Dave is going to do a deeper data dive and he has more relevant, florida specific info so I don’t want to steal his thunder, but from a national level I wanted to hit on a few things we’re seeing. All of these numbers are ugly, but there are a few silver linings when we move toward recovery. One is the opportunity to keep US travelers who previously may have gone to Mexico or the Caribbean here. Doubling down on local and drive markets, and drive markets aren’t necessarily just Orlando – Atlanta, Greenberg, Nashville, Carolinas and Tennessee. Already many 35% of this market is a drive market
- We are seeing some small signs of life in terms of week over week change. Arrivalist data tracks trips into the market from over 50 miles (that stay overnight). Peaks are weekends. Drives over 50 miles, data is better for shorter drives. Two weeks in a row, still far from normal, but almost 10% improvement over the past two weeks.
- So for those folks coming into town, as well as locals and those sitting far away and wishing they could be here – what can we do as destinations and businesses? Take advantage of what consumers are interested in. From a “purchase” perspective [first few data points]. From a dreaming perspective, People are stir crazy. VSPC has virtual experiences, restaurant listings, gidt cards, live cams, and even ocean sounds.
- The second we want to talk about is messaging. Messaging versus marketing – More nuanced, less monolithic. Constantly evolving – sometimes paid, sometime owned, sometimes earned.
- So how do we do that. We all know we are in uncharted territory and consumers are uncertain and confused - so you need to be transparent, accessible and proactive with your messaging. A few things to consider here as businesses: First, you need to find ways to connect with your community and future travelers, talk to them about what you’re doing to stay in business, how you’re supporting staff or perhaps how your supporting other businesses. Make sure information about your operations online is accurate, up to date and consumers have clear paths to connect with you. Finally, Now is not the time to be silent, you need to be over-communicating and creating new ways to connect with consumers. So let’s look at some examples of how we accomplish that…
- Moving beyond your owned channels, make sure your updating your business listings information, especially on Google through your Google My Business Account. If this is something your not familiar with, our team has put together a quick 10-11 minute how to video that will show you how to update your services and store hours but also provides tips and insights on some features within Google that are temporarily disabled due to things like limited staff.
- While your at it don’t forget YELP, which is utilized within Apple Products (i.e. Apple Maps/Siri Voice Search). A little fun fact here…a lot of folks don’t realize the extent that consumers are engaging with these listing because the data is leveraged into secondary products – for example smart speakers and Amazon Alexa. And as of yesterday we’ve just added an article on our blog that walks you through using the advisory alert, identifying closures or how to add or edit services. Mention that VSPC is adding additional amenities about curbside pick-up, delivery, gift cards, temporarily closed, additional Covid fields in data engine to provide more information, as well as event cancellations and postponement fields.
- In our webinar series, our resource center online and in our many interactions one on one with you – we will try and answer these three essential questions – providing Insights on the current situation, identifying opportunities for Action and the timing for these opportunities – what to focus on now – and what to focus on next.