The document summarizes Loren Gray's presentation at the HSMAI EU conference on converging revenue and marketing practices. The presentation covers: defining the goals and audiences for different marketing efforts; setting timelines for content creation, distribution, and tracking; and reviewing tools that can be used for marketing strategy and implementation, including analytics, social media, graphics, and scheduling tools. The presentation aims to provide guidance on effectively combining revenue management, marketing, sales, and other practices through real-world case studies and processes.

1. HSMAI
The Hospitality Sales and Marketing
Association International
Lunch Series

2. HSMAI EU – Convergence
of Revenue & Marketing
‘Making it Work’
LOREN GRAY
CHDM
FOUNDER / CEO
HOSPITALITY DIGITAL MARKETING

3. What are we
talking about?
In today's world, we
constantly hear about
convergence. The
combining of Revenue
Management practices
with Marketing practices
as well as Sales, but how
exactly do you do that?.
Are we really
aware of what
we are dealing
with?
Lets define where we are
both in tech and it’s use.
What can you do
with all of’ it’?
Case studies on real use-
abilities and a definition
of workflow.
How can you
make ‘it’ work?
Methods, tools and
processes.
01 02 03 04
What’s Happening In The Next Hour
The HSMAI International Lunch Series
Bit.ly/hsmaieu

4. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAIEU
#MakeItWork
The HSMAI International Lunch Series

5. The HSMAI International Lunch
Series
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 “Significant Locations” and look at the “History”
section. Click on one of the area names to see where you’ve
been.

6. 2:51 Hours A DAY
The average time spent
on smartphones is 171 minutes a
day (2hrs 51mins)
4:33 Hours A DAY
The average time spend
on smartphones AND tablets is
261 minutes a day (4hrs 33mins)
1:16 Hours on Social Media
The average user spends 76
minutes a day (1hr 16mins) on
the top 5 social media apps
1
2
3
Massive interaction
The average user will tap, swipe,
click their phone 2,617 times a
day
Massive Daily Attention
The average smartphone user
checks their device 47 times a
day / 17,155 a year.
Daily Addiction
80% of smartphone users check
their phone within 1 hour of
waking or going to sleep, 35% of
which will do within 5 minutes.
4
5
6
Perpetually Tethered
Conversation killer! 85% of
smartphone users will check their
device while speaking with
friends and family
Hard Habit
47% of smartphone users have
attempted to limit their usage in
the past – only 30% of which feel
they were successful
We keep them close by
94% surveyed keep there
mobile phone within 3 ft at all
times even while sleeping
7
8
9
Smart Phones and Mobile
The epicenter of communication opportunity every day

7. The HSMAI International Lunch
Series
In an American Express survey commissioned last year,
consumers illustrated their demand for more enriched
lives and personal fulfilment through experience and
learning. Over 72 per cent of respondents said they
would rather spend money on experiences than things.
Further, 88 per cent said travel is the number one
dream on their life’s bucket list, ranking higher than
family or wealth.

8. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAIEU
#MakeItWork
The HSMAI International Lunch
Series

9. 9
Lets Take a moment
for Some Feedback.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 86 04 79
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI International Lunch Series

10. WHAT'S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAIEU
#MakeItWork
The HSMAI International Lunch
Series

11. 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)
Group Short Term Replacement
The HSMAI International Lunch
Series

12. 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
The HSMAI International Lunch
Series

13. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAIEU
#MakeItWork
The HSMAI International Lunch
Series

14. 14
Lets Take a moment
for Some Feedback.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 86 04 79
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI International Lunch Series

15. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAIEU
#MakeItWork
The HSMAI Phoenix Chapter

16. LIMITED.
IN THE BEGINNING….
Ummmmmmm………….

17. The HSMAI International Lunch
Series
Define your purpose for each effort;
• Event
• Business Cycle
• Membership / Loyalty / frequency program
• Content
• Consumer sentiment
Define your demographics for each effort;
• Persona’s
• Position
• Company affiliation
• Geography
• Interests
• Behaviors
Define your timeline for each effort;
• When is the content to be distributed
• When is everything (content, images, links, tracking for all) is to be
ready for use
• What channels are to be used
• Who needs to be approving and when

18. The HSMAI International Lunch
Series
Content
Creation
Approval
Process
Timeline
Creation
Tracking
Creative
Ideas
Channel
Choices
Live
AD
Schedule
EVENT
Live
Post
Schedule

19. MARKETING RESOURCE TOOLS
 Google Analytics
 Google Data Studio
 Google Ads
 Google My Business
 Google Search Console
 Google Trends
 Google Training
 Bing Analytics
 Bing Ads
 Bing Training
 Linkedin
 Insights
 Organic
 Paid Ads
 Navigator
 Training
 Facebook
 Business Manager
 Blueprint Training
 Twitter
 Paid
 Organic
 Pinterest
 Paid
 Organic
 Instagram
 Paid
 Organic
 Retargeting
 Proximity Marketing
 CRM -- Emails
 3rd Party Services
 Primarily API’s
 Software Services
The HSMAI International Lunch

20. TOOLS TO USE FOR STRATEGY
Albacrose - tracking
companies who visite your
site by filters
SocialInsider - Social
research of comps
Adobe Spark - free visual
graphics
Powtoons - animations and
presentations
SocialStudioFX - templated
social sized image creation
Doodly - sketch drawings
Vidyoze- custom cinema
graphics
Videoremix - custom
inserted email videos
Owox - AI forecasting
Snip.ly - make shared links
you gather data and ad a
link
Bit.ly- make custom short
links
WhatAGraph - make great
image-based reports
Stepshot (Xerox learning
fix)
Clipman-- may AI video Ad’s
Kingsumo - make contests
Fleeq
Promorepublic - social
content generator
Awario -- influencer finder
and all things online
monitor
Visme.co - awesome
grpahics creator
Trendsmap -- live review of
whats being used in your
location
Plannable -approval based
social posting on one site
Designbold - great rich
media creator
Salesflare - great lead
tracker and contact follower
Rocketium -- make videos
Quriobot - custom bot and
logic creator for your
website
Newoldstamp - custom
signature creator
Bookafy - custom
appointment scheduler
24 sessions -- custom video
meetings planner with a
recorder
Dubb - for video email
inserts
Woven Calendar for multi-
person time picks
Brandzooka - actual video
commercials on sites and tv
stations
Engageform -- for contest
and surveys and quizzes
and live engagement
Banjo - social media
hunting by location
WebTextTool – amazing
page content writer
iSpionage – Compset tool
Spyfu – Online comp-set
tool
A360 – ADA compliance
service
ADA compliance tool
https://wave.webaim.org/
GDPR toolkit –
Findthatlead – monthly
draw of leads
Appsumo – refereal link
https://appsumo.com/r/kvc
xayt/
Product hunt – site for new
tools
The HSMAI International Lunch

21. TOOLS TO USE FOR STRATEGY
 Albacrose - tracking companies
who visite your site by filters
 SocialInsider - Social research of
comps
 Adobe Spark - free visual
graphics
 Powtoons - animations and
presentations
 SocialStudioFX - templated
social sized image creation
 Doodly - sketch drawings
 Vidyoze- custom cinema
graphics
 Videoremix - custom inserted
email videos
 Owox - AI forecasting
 Snip.ly - make shared links you
gather data and ad a link
 Bit.ly- make custom short links
 WhatAGraph - make great
image-based reports
 Stepshot (Xerox learning fix)
 Clipman-- may AI video Ad’s
 Kingsumo - make contests
 Fleeq– Training and
presentations
 Promorepublic - social content
generator
 Awario -- influencer finder and
all things online monitor
 Visme.co - awesome graphics
creator
 Trendsmap -- live Twitter of
what’s being used in your
location
 Plannable -approval based
social posting on one site
 Designbold - great rich media
creator
 Salesflare - great lead tracker
and contact follower
 Rocketium -- make videos
 Quriobot - custom bot and logic
creator for your website
 Newoldstamp - custom
signature creator
 Bookafy - custom appointment
scheduler
 24 sessions -- custom video
meetings planner with a
recorder
 Dubb - for video email inserts
 Woven Calendar for multi-
person time picks
 Brandzooka - actual video
commercials on sites and tv
stations
 Engageform -- for contest and
surveys and quizzes and live
engagement
 Banjo - social media hunting by
location
 WebTextTool – amazing page
content writer
 iSpionage – Compset tool
 Spyfu – Online comp-set tool
 A360 – ADA compliance service
 ADA compliance tool
https://wave.webaim.org/
 GDPR toolkit –
 Findthatlead – monthly draw of
leads
 Appsumo – refereal link
https://appsumo.com/r/kvcxayt
/
 Product hunt – site for new
tools
SOCIAL CREATIVE RESEARCH PRODUCTIVITY SALES MARKETING
The HSMAI International Lunch Series

22. The HSMAI International Lunch
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FACEBOOK

23. The HSMAI International Lunch
Series
LINKEDIN

24. The HSMAI International Lunch
Series
TWITTER

25. CRM WORK FLOW
The HSMAI International Lunch
Series

26. The HSMAI International Lunch
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TOOLS IN A FLOW
First Steps
1. Identify all platforms, channels, and resources (website,
affiliations etc.,)
2. Identify current tracking capabilities for all platforms used,
(FB Pixel, Twitter Pixel, Linkedin Insights pixel, Google GA
and GTM shell- all for website) Event tracking conversion
software
3. Define ‘point of truth’ scheduling and posting software and
who has access and authority.

27. The HSMAI International Lunch
Series
TOOLS IN A FLOW
First Steps Continued..
4. Create a full calendar of all aspects all efforts, (events,
business cycle, membership / loyalty / frequency, Content,
consumer engagement)
5. Decide for each what channel is to used and by whom, who
creates what, with final authority of who pulls the trigger
6. Identify goals assigned to each effort, (Occupancy,/Revenue,
membership increase, community recognition, etc.,)

28. RESOURCES
 Fuel Travel Podcast
 This Week In Hospitality Digital Marketing Live Show
 Tim Peter Podcast
 Social Media Marketing Podcast
 Search Talk Live
 Koddi’s Blog
 Flip.to’s Blog
 HSMAI’s Blog and Newsletter
The HSMAI International Lunch
Series

29. WRAP UP…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAIEU
#MakeItWork
The HSMAI International Lunch
Series

30. THANK YOU
“For The Privilege of
your time” @LORENGRAY
Bit.ly/hsmaieu
The HSMAI International Lunch
Series