Marcus Hotels SRM Conference Oct 11th 2016 by Loren Gray

1. Sales  Revenue  Marketing

2. Storytelling, What the …
Sales  Revenue  Marketing
2
@LorenGray

3. Once upon a time…..yeah really
It’s 8 am, first session, on the second day, lets
get in the story telling mood
In the beginning, what are we trying to do
The plot thickens and the story develops,
Sales  Revenue  Marketing
What is the never-ending story

4. So let’s get into the
storytelling mood…
Sales  Revenue  Marketing

5. Sales  Revenue  Marketing
What is the connection between Social SEO & Content?

6. Sales  Revenue  Marketing

7. Let’s Start From The
Beginning….
Sales  Revenue  Marketing
What are we trying to do

8. Problem #1
Sales  Revenue  Marketing
We’re not really in touch with our
guests….

9. Not…
Understanding their needs
Knowing what they want
Knowing what they desire
Sales  Revenue  Marketing
Knowing there true motivations

10. Problem #2
Sales  Revenue  Marketing
No differentiation in the
Marketplace

11. 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

12. Exersize
Sales  Revenue  Marketing
Who want’s to YALP!

13. Problem #3
Sales  Revenue  Marketing
Failure to communicate

14. 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

15. Problem #4
Sales  Revenue  Marketing
Leadership Breakdown

16. Consistency, conviction & team
If to outsource
What to outsource
Who’s responsible
Sales  Revenue  Marketing
Doing nothing is still a decision

17. Problem #5
Sales  Revenue  Marketing
Failure to define a profitable business
model

18. 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

19. How do we make our
story?
Sales  Revenue  Marketing
Change how your telling it

20. Sales  Revenue  Marketing
This is how we define our guests

21. This is how most see the ‘cycle’ of our guests
Aquisition
Pre-stay
Engagement – (Stay)
Sales  Revenue  Marketing
Post stay

22. Sales  Revenue  Marketing
Timing is as important as content

23. 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

24. 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

25. Back in the day…..
Sales  Revenue  Marketing
How the business cycle used to be

26. Sales  Revenue  Marketing
The Business cycle was based on the business’s
success

27. There is a harmony
Sales  Revenue  Marketing
Operations, Sales, Revenue
Management, Marketing

28. Start by collaborating
Create a business cycle calendar
Create a Content Calendar
Create an Editorial Calendar
Sales  Revenue  Marketing
Create an Events Calendar
Create a Marketing Strategy Calendar

29. Sales  Revenue  Marketing
Share all of them with the team… daily

30. The Never Ending
Story…
Sales  Revenue  Marketing
No matter who it is or who they are

31. Sales  Revenue  Marketing
We have more access to knowledge now than
ever before…

32. The story goes on….
People come & go there will always be ‘one’
Its not one story it a gathering of them
Stop telling it and it goes into lore
Sales  Revenue  Marketing
Measure, adapt – the repetition never ends
Remember to add you part to the story, it’s
what makes us immortal through others….

33. THANK YOU
Sales  Revenue  Marketing
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@LorenGray
bit.ly/marcushotels16
“For the Privilege of your time”