Loren Gray of Hospitality Digital Marketing doing his Digital Marketing Presentation

2. Thank You To Our Series Partner

5. Bringing the Tactical and Strategic: The
Convergence of Revenue Management
and Digital Marketing
Loren Gray CHDM
Founder / CEO
Hospitality Digital
Marketing

6. CHRM The M is For Marketing
Sales  Revenue  Marketing
6
@LorenGray

7. Looking forward by looking where
we have been

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

9. Today
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.

10. 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

11. Android Users
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12. Sales  Revenue  Marketing
This is how we define our guests

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

14. How can Revenue Management
and Digital Marketing create a
symbiotic relationship?
| Analysis
| Optimization
| Forecast
| Price
| Market
| Customer
| Distribution
| Challenges
| Consumers are
getting smarter
| The codependent
relationship with OTAs
| New market disruptors
surfacing everyday
| Customer
| Analysis
| Advertising
| Market
| Price
| Promotion
| Distribution

15. 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

16. Facebook Examples
Sales  Revenue  Marketing
Custom Audiences and
Look-Alike Audiences

17. Sales  Revenue  Marketing
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

18. 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

19. Daily & Long Term
Strategies
Sales  Revenue  Marketing
It’s not just about
campaigning…

21. Be careful of sharing
Exit intent by mouse movement to close the browser
Exit intent by hitting the command key to close the browser
Exit intent by being idle for 60+ seconds

22. WHAT ASSUMPTIONS DO
Person 1
• Born in 1948
• Grew up in England
• Married twice
• 2 children
• Successful in Business
• Wealthy
• Spends winter holidays in the Alps
• Loves dogs
Person 2
• Born in 1948
• Grew up in England
• Married twice
• 2 children
• Successful in Business
• Wealthy
• Spends winter holidays in the Alps
• Loves dogs
Profiling: What Assumptions Do

23. Now for some
REALLY cool stuff…
Sales  Revenue  Marketing
To combine Sales, Revenue &
Marketing into one mind

24. Sales  Revenue  Marketing
New ways to look at Digital Marketing Data and
Revenue Management Strategies

25. Sales  Revenue  Marketing
Sourcing Data to Define Strategies with GTM

26. Digital Marketing Budget ‘Ground Level’

27. Example of How a Digital Marketing Budget Should
Look Like

28. Understanding the Revenue & Marketing Team’s Ecosystem
Known Customer Unknown Customer
Media
Web/Mobile
Loyalty Program
Direct Marketing
Analytics
Revenue Optimization
Acquisition
Direct &
Loyalty
CRM

29. Reporting is “the process of organizing data into
informational summaries in order to monitor how
different areas of a business are performing.”
...Analytics is “the process of exploring data and
reports in order to extract meaningful insights, which
can be used to better understand and improve
business performance.”
The Differentiation Between Reporting & Analytics
What data should be
a part of both?
KPI’s

30. Framework For Successful Analytics: Unlocking Capability
Collaboration
Common
Vernacular
Integrity in Data
TransparencyBuild Trust
Enabling Business
Decisions
Continuous
Improvement

31. Collaboration
• Working together as one
unified team across all
departments involved with
profit optimization
• Establishing a committee to
govern the next steps of the
framework

32. Common Vernacular
• Common Language
• Does customer segmentation really
mean the same thing as marketing
segmentation?
• Common KPI’s
• Are stakeholders using the right KPI’s
that generate holistic views of
performance at the highest level?
• Common Goals
• Lowering the media budget to
optimize profit might not be what
marketing wants to hear for next
year’s budget, but do our KPI’s show
that this is the best way forward?

33. Integrity In Data
• Identify what data we have
from each respective area
that we can combine into our
data model
• Make sure the data is
accurate, consistent &
correctly represents the
common vernacular
established
• Do not practice ‘statistical
bending’

34. Transparency
• Be open to all consumers of
the information about what
the data “is” and what it “isn’t”
• Build visual context around
what the consumers are
looking at
• Understand what the team
has now and what the team is
trying to build for the future
• What is the forecasted
revenue expectations for any
particular channel

35. Build Trust
• Buy-in from stakeholders
• Trusting that the process
works holistically towards
profit optimization
• Rely on team members not
simply oversee
• Acknowledge successes and
share failures
• Own what is yours

36. Enable Business Decisions
• See the big picture across all
data sets being sourced; both
internal & 3rd party
• Holistic approach to
enhanced enterprise /
property decision making
• Grow your business profitably

37. Continuous Improvement
• What did we learn?
• How can we improve next
time around?
• Fail fast
• Team share failures and
debrief them, not hide them
• Define performance threshold
metrics with concrete decision
models
• Keep an activity log

38. Don’t Re-Invent The Wheel

39. 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

40. Bots & API’s
Bots, bots and bots… what’s a ‘BOT’
Google & Apple --- UNLOCKED!!
Amazon Echo – From 16 to 128,000
Sales  Revenue  Marketing
Microsoft – first to be in FOUR MILLION Cars

41. Sales  Revenue  Marketing
Where’s
Brand.com?
The locations That Count

42. Sales  Revenue  Marketing
Google Launched Cross Device Tracking

43. 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

44. 2011

45. 2017

46. Video, LIVE & ‘Stuff’
Sales  Revenue  Marketing

47. Four Current Stages of Visual
Engagement
VR – Virtual Reality
AR – Augmented Reality
360 – Flat Screen View
Sales  Revenue  Marketing
LIVE – ummm Yeah

48. The LIVE World Today
Sales  Revenue  Marketing

49. Links We Discussed
• Please view how Facebook is changing the internet..
• https://youtu.be/cR_XVGemAnw
• This is the whatsapp video from New York Times
• https://youtu.be/VAesMQ6VtK8

50. Video, presentation, links, resources
and Webinar are at…
Sales  Revenue  Marketing
https://www.HospitalityDigitalMarketing.com/rocet
OR
Bit.ly/hdmrocet

51. Where to Start
• Assessing what you have – resources and accesses
• What does all of those things do for you
• Who is handling each and how are they responsible for it
• How is it being measured
• What are the various contributions
• What needs to get changed

52. THANK YOU
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@LorenGray
“For the Privilege of your time”