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HSMAI Rocet Presentation Oct 24th 2016 in Vancouver BC by Loren Gray

All content can be found at https://www.hospitalitydigitalmarketing.com/rocet The New DORM - The “M” Now Stands for Marketing As a Director of Revenue Management, you may currently, or will be in the near future, not only be responsible for revenue management, but increased engagement in digital marketing and its social media to achieve your goals. Becoming one in the process.This interactive presentation will give you the insights and tools you need to monetize all things digital for your property. It will dive into the data and its resources from deep within digital marketing for the first time in the terms and processes familiar to revenue management. It will include real world strategies in the use of combining this data with existing revenue models. Also included are new insights on social data, its use and tactics as it relates to Facebook, Twitter, Instagram, Linkedin and more from this new combined perspective. Never to be missed is the introduction of new technologies that are profoundly changing our business models such as MetaSearch, Real Time Data Marketing, programmatic verses re-targeting, API’s Bot’s and AI. It’s going to be a firehose of fast paced dialog all to help define the 'real' revenue management world through the perspective of the new DORM.

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HSMAI Rocet Presentation Oct 24th 2016 in Vancouver BC by Loren Gray
CHRM The M is For Marketing
Sales  Revenue  Marketing
2
@LorenGray
Let’s Start From The Beginning….
Sales  Revenue  Marketing
What are we trying to do
Today is not about the ‘How to’ it’s
about the ‘What can’ we do…
To learn the tools and data available
To find the value in embracing marketing in your day
to day revenue operations… no really
To combine Sales, Revenue & Marketing into one
mind
Sales  Revenue  MarketingTo prepare for 2017 in a realistic way
Lets Get Warmed Up
Open your iPhone’s “Settings” menu, select
“Privacy”, then “Location Services”, then scroll all
the way down to “System Services”.
In System Services scroll all the way down to the
bottom, press “Frequent Locations” and look at the
“History” section. Click on one of the area names to
see where you’ve been.
Sales  Revenue  Marketing
Problem #1
Sales  Revenue  Marketing
We’re not really in touch with our
guests….

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HSMAI Rocet Presentation Oct 24th 2016 in Vancouver BC by Loren Gray

  • 2. CHRM The M is For Marketing Sales  Revenue  Marketing 2 @LorenGray
  • 3. Let’s Start From The Beginning…. Sales  Revenue  Marketing What are we trying to do
  • 4. Today is not about the ‘How to’ it’s about the ‘What can’ we do… To learn the tools and data available To find the value in embracing marketing in your day to day revenue operations… no really To combine Sales, Revenue & Marketing into one mind Sales  Revenue  MarketingTo prepare for 2017 in a realistic way
  • 5. Lets Get Warmed Up Open your iPhone’s “Settings” menu, select “Privacy”, then “Location Services”, then scroll all the way down to “System Services”. In System Services scroll all the way down to the bottom, press “Frequent Locations” and look at the “History” section. Click on one of the area names to see where you’ve been. Sales  Revenue  Marketing
  • 6. Problem #1 Sales  Revenue  Marketing We’re not really in touch with our guests….
  • 7. Not… Understanding their needs Knowing what they want Knowing what they desire Sales  Revenue  Marketing Knowing there true motivations
  • 8. Problem #2 Sales  Revenue  Marketing No differentiation in the Marketplace
  • 9. No distinction creates… What you see in the OTA’s Same pool, same beds, even the same rates No control over your hotels presentation, its story Sales  Revenue  Marketing Makes you a commodity, or at least seen as such
  • 10. Problem #3 Sales  Revenue  Marketing Failure to communicate
  • 11. Clarity, No clear message, no clear value for a guest No clear message to your team, no clear guest Who’s responsible, no clear expectation Sales  Revenue  Marketing Doing nothing is still a decision
  • 12. Problem #4 Sales  Revenue  Marketing Leadership Breakdown
  • 13. Consistency, conviction & team If to outsource What to outsource Who’s responsible Sales  Revenue  Marketing Doing nothing is still a decision
  • 14. Problem #5 Sales  Revenue  Marketing Failure to define a profitable business model
  • 15. Not getting your story to your guests Maximize your current resources Define your real revenue sources Assign direct responsibility and provide the three “T”s Sales  Revenue  Marketing Measure, adapt – measure, adapt - measure, adapt
  • 16. How do we make our story? Sales  Revenue  Marketing Change how your telling it
  • 17. Sales  Revenue  Marketing This is how we define our guests
  • 18. This is how most see the ‘cycle’ of our guests Aquisition Pre-stay Engagement – (Stay) Sales  Revenue  Marketing Post stay
  • 19. Sales  Revenue  Marketing Timing is as important as content
  • 20. The new story starts with dispelling these… We’re not really in touch with our guests…. No differentiation in the marketplace Failure to communicate Sales  Revenue  Marketing Leadership breakdown Failure to define a profitable business model
  • 21. Sales  Revenue  Marketing Digital Strategy – Guest Acquisition – The Really Short Version Stay Date Research Date(s) Timeline Prime Booking WindowResearch Period LOS January February March Departure Date
  • 22. Facebook Examples Sales  Revenue  Marketing Custom Audiences and Look-Alike Audiences
  • 23. Sales  Revenue  Marketing In ten days 31 new memberships Costing $1,248 Total Revenue -- $201,500 Group dropped 14 days out for entire weekend (62% of Occ) • Took arrivals list and made a custom audience • Took last years in-house list same time made a custom audience • Made a custom audience based on a radius of 150 miles (drive market) • Put all three together for an ad featuring those specific dates, (making the arrivals list a negative) Membership and Short Term Replacement
  • 24. Sales  Revenue  Marketing Stealing Market Share and Driving Local Business Gender: Female Age: 24 - 34 Relationship Status: Single Interest: Live Music Located: Within a 5-mile radius Scheduled to Post: Friday @ 5 pm & 9 pm Meeting Initiative F&B Initiative
  • 25. Daily & Long Term Strategies Sales  Revenue  Marketing It’s not just about campaigning…
  • 26. Sales  Revenue  Marketing Attribution and Socials Real Value Path Analysis Report for a Non-Branded hotel client.  Of all conversions where Social was a part of the discovery process by the consumer, 75% involved other channel touchpoints (social probably doesn’t get enough credit for driving bookings that they do).  Organic Search (and to a lesser degree Paid Search) were integral parts of that journey.  Again, another reason why a unified content strategy will provide these people with a better user experience that will improve engagement and bookings – and through that should improve rankings. Social Engagement Does Not Occur In A Bubble
  • 27. Sales  Revenue  Marketing Value is more than just the one effort  Giving content a more permanent home on an independent site page or brand.com or on blog (or YouTube) means that the content can continue to provide engagement long after the initial post.  Admittedly a challenge to find the best content formats to do this with Brand sites. 437 Sessions from Facebook
  • 28. Now for some REALLY cool stuff… Sales  Revenue  Marketing To combine Sales, Revenue & Marketing into one mind
  • 29. Sales  Revenue  Marketing New ways to look at Digital Marketing Data and Revenue Management Strategies
  • 30. Sales  Revenue  Marketing Sourcing Data to Define Strategies with GTM
  • 31. Sales  Revenue  Marketing Merging Social, Analytics and Emails to Sales
  • 32. Sales  Revenue  Marketing Isolating under performing opportunities
  • 33. Four Statements Websites will be a thing of the past The Search Box will go away “A.I.” will control your marketing Sales  Revenue  Marketing Video will become your only voice
  • 34. Dynamic Websites Sales  Revenue  Marketing Websites will be a thing of the past
  • 35. Text goes here Sales  Revenue  Marketing
  • 36. Bots & API’s Bots, bots and bots… what’s a ‘BOT’ Google & Apple --- UNLOCKED!! Amazon Echo – From 16 to 2600 Sales  Revenue  Marketing Microsoft – first to be in ONE MILLION Cars
  • 37. The Search Box will go away Sales  Revenue  Marketing
  • 38. Sales  Revenue  Marketing
  • 39. This is what we have right now Sales  Revenue  Marketing
  • 40. Sales  Revenue  Marketing
  • 41. Sales  Revenue  Marketing https://youtu.be/FPfQMVf4vwQ
  • 42. This is what we’ll have next… Sales  Revenue  Marketing
  • 43. Sales  Revenue  Marketing
  • 44. We’re talking to Inanimate Objects “Google Assistant” – the new ‘Google Now’ “Alexa” -- Amazon Echo “Siri” – OS10 and now on Mac & Wireless ‘smart ear- buds’ Sales  Revenue  Marketing “Cortana” – Microsoft …everywhere
  • 45. MetaSearch Sales  Revenue  Marketing “A.I.” will control your marketing
  • 46. Some Questions Sales  Revenue  Marketing Take out your phones and text to ’22333’ the word ‘lorengray’
  • 52. Do You Know What These Are? Chevrons – Feature spots on TripAdvisor Hotel Finder – Googles Hotel Product “3 Pack”– SERP results box on Google Sales  Revenue  Marketing Price parity and reviews matrix – Conditions used to calculate CPC and ad placement Google Local “Knowledge Graph”- Right Hand results
  • 53. Sales  Revenue  Marketing Where’s Brand.com? The locations That Count
  • 55. Sales  Revenue  Marketing Google Launches Cross Device Tracking
  • 56. Sales  Revenue  Marketing Urgency Messaging “x rooms left” option Real Time Prices Based on dates of travel Promotion Messaging Property Multi-property option available Brand Logo Stars Destination Messaging Dynamic Creative Template for a Real Time Bidding Display Ad Membership Link Facebook Brings DAT Mainstream
  • 57. Sales  Revenue  Marketing “Facebook wants to become a stronger player for driving trip inspiration and travel bookings, particularly direct bookings.” — Dan Peltier With U.S. travelers spending 20 percent of their time on mobile on either the Facebook or Instagram apps, Facebook’s new Dynamic Ads for Travel product is designed specifically for hospitality and other travel brands to help them retarget consumers browsing those apps and other web sites for travel ideas and inspiration –Skift Sept 26th 2016 Facebook Lives in Mobile
  • 58. We now have this… Sales  Revenue  Marketing
  • 59. Sales  Revenue  Marketing
  • 60. Video, LIVE & ‘Stuff’ Sales  Revenue  Marketing
  • 61. Four Current Stages of Visual Engagement VR – Virtual Reality AR – Augmented Reality 360 – Flat Screen View Sales  Revenue  Marketing LIVE – ummm Yeah
  • 62. The AR World Today Sales  Revenue  Marketing
  • 63. The VR World Today Sales  Revenue  Marketing
  • 64. The 3600 World Today Sales  Revenue  Marketing
  • 65. The LIVE World Today Sales  Revenue  Marketing
  • 66. Video, presentation, links, resources and Webinar are at… Sales  Revenue  Marketing https://www.HospitalityDigitalMarketing.com/rocet OR Bit.ly/hdmrocet
  • 67. THANK YOU 67 @LorenGray “For the Privilege of your time”

Editor's Notes

  1. Have a good and happy life Forbes says it has the five reasons businesses fail….
  2. You seem like everyone else.
  3. You seem like everyone else.
  4. This stands to the staff as well
  5. This stands to the staff as well The execs must have gone to a conference story….
  6. The measure adapt is the never ending story
  7. Stop doing this
  8. The measure adapt is the never ending story
  9. Take a total of followers in the room Tally it up and show the power of who you already have Go through some examples of the types of filters in facebook Geofencing Proximity targeting Banjo How to turn on even targeting of posts Who has access to there FB pages Why is social good for brand hotels – last unregulated place for them to put timely content up online Will have all this content online to share
  10. Don’t blitz anymore Three types of data in a radius local / visitor / traveler take business out of your competitor. Geofedia – calgary example Twitter triggers for responses or unhappy guests at your competitors Gravy targeting concert goes passing by your venue Beacons Messenger tools to push notify
  11. This is a way for branded and non branded to help themselves
  12. Google data studio in there new 360 program it used to be called
  13. Magneto and the bridge being built right in front of him
  14. The opening of ‘Bots’ — Google / Apple / Amazon / Microsoft — why is this important? it allows developers to now use the voice commands of Google now / Siri / Alexa / Cortana  — googles new assistant / SIRI coming to your computer / Echo / and the internet of things coming to you home and cars…. Philly has the first Uber automous cars why is there a person behind the wheel? Whay are all the auto makers racing to build fleets of automous cars”? Henry ford said if he asked his future customers what they wanted they would have said faster horses
  15. Voice and inanimate objects
  16. For now we have…
  17. For now we have…
  18. Next we’ll have VIV ----- start at 2:10
  19. Gboard – Apple & -- wireless ear buds
  20. A "Chevron" https://www.polleverywhere.com/multiple_choice_polls/n3FgdceK9uLI8HD
  21. A "3 Pack" https://www.polleverywhere.com/multiple_choice_polls/K7lkYFsI7soVcoc
  22. Price Parity & Reviews Matrix https://www.polleverywhere.com/multiple_choice_polls/CiEVmOSBVV3iWdX
  23. "Hotel Finder" https://www.polleverywhere.com/multiple_choice_polls/N77jEx9FU6mqoxi
  24. "Knowledge Graph" https://www.polleverywhere.com/multiple_choice_polls/dqAFUSg9TRxHv2T
  25. Possible Poll
  26. MetaSearch Cindy Estes just published an article on the growth and hidden value of MetaSearch http://hotelmarketing.com/index.php/content/article/the_rise_of_metasearch_and_its_effect_on_hotel_distribution
  27. https://get.google.com/trips/
  28. http://marketingland.com/google-cross-device-remarketing-launches-192819 REMEMBER TO HIT THE “PLAY” ON THE PLAY BAR AT THE BOTTOM LEFT OF THE SCREEN (USE MOUSE)
  29. Facebooks Dynamic Ad’s for Travel
  30. https://www.facebook.com/business/learn/facebook-create-ad-dynamic-ads-travel
  31. Remember watson? Meet Lucy Be careful of automation you become to reliant on it and forget how to do the work yourself How many still know how to perform a displacement analysis? Think of the price gouging report in florida, that was automated rev tools modifying price….. Got a lot of people in a lot of trouble
  32. 100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook  Cisco says 75% of all mobile traffic will be video by 2020 20 minutes a day on Facebook 
  33. Facebook.com/map its almost its own TV station example Hurricane Mathew 100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook  Cisco says 75% of all mobile traffic will be video by 2020 20 minutes a day on Facebook  facebook.com/livemap screen shot
  34. Sony’s new VR game just out Give example of AUS and the 360 campaign
  35. Show the real fly 360 Give example of AUS and the 360 campaign
  36. Facebook.com/map its almost its own TV station example Hurricane Mathew 100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook  Cisco says 75% of all mobile traffic will be video by 2020 20 minutes a day on Facebook  facebook.com/livemap screen shot