This document provides tools and methods for businesses to find revenue growth opportunities and maximize their marketing budgets. It discusses assessing customer wants through surveys, communicating with guests using messaging and video apps, monitoring competitors and trends, creating rich media, and tools for research, translations, and getting a business found online. Specific tools are suggested for scenario simulation, guest feedback, offline tracking, special needs travelers, and live streaming events. The overall message is that there are free and low-cost strategies businesses can pursue to dynamically adapt their marketing.

1. F I N D I N G
B U S I N E S S
T O
S U R V I V E
T O O L S A N D M E T H O D S
T O
F I N D I N G Y O U R
B U S I N E S S

2. What the original title was meant to be…
"With or without a budget, how to create incremental revenue
growth right now"
Whether you are reopening, restarting, or have been surviving. Learn how to right now, to assess, gather, and act on 'zero' to
incrementally validated spends. Do what you can for free, and build on what you grow. We share the methods, tools, and
actions you will need to dynamically adapt to our ever-changing marketing landscape.
To…
How to Maximize your Marketing Budget in
2021

3. Premise for today’s discussion
Three positions;
• Closed and planning a reopen
• Open and surviving
• Open, doing OK but want to do better

4. Base of discussion
• Everything relates to branded and non-branded
WHY?

5. Cipolla's very insightful matrix:
• Cipolla's matrix, juxtaposing benefits
and losses to others against the
benefits and losses to themselves,
creates four types of people:
• Intelligent
• Bandits
• Helpless
• Stupid
The stupid ones are the real problem - their actions not only hurt themselves, but others as well.
For the hotel industry, this can manifest itself in many ways -
• Cratering rates in an attempt to create demand - with other properties in its competitive set responding to prevent loss of share.
• An abandonment of brand standards - that wind up undermining the guest experience.
• A deferral of capital expenditures - resulting in a failure to make necessary system, security or infrastructure updates creating the risk of operational instability.
• Sporadic staffing while figuring out how to responsibly ramp-up payroll with sufficient lead-time to rehire, recruit, train - with as yet non-stabilized occupancy
levels.

6. Words of Advice
• Start strategizing now for the recovery. Plan worst, best and most likely scenarios and consider the on-
ramps and off-ramps that may be required to maintain flexibility as the industry and the local market
transition from the pandemic era to the new normal.
• Be very aware that various colleagues, stakeholders, vendors or customers may start behaving in ways
that are of no benefit to themselves, or others - especially to you and your business.
Remember Cipolla has his five laws:
• "Always and inevitably everyone underestimates the number of stupid individuals in circulation."
• "The probability that a certain person will be stupid is independent of any other characteristic of that
person."
• "A stupid person is a person who causes losses to another person or to a group of persons while himself
deriving no gain and even possibly incurring losses."
• "Non-stupid people always underestimate the damaging power of stupid individuals. In particular non-
stupid people constantly forget that at all times and places and under any circumstances to deal and/or
associate with stupid people always turns out to be a costly mistake."
• "A stupid person is the most dangerous type of person."
• Keep in mind, whether you see people falling into the helpless, bandit or stupid personas, the key is to
figure out the course of action that is best for not only your enterprise, but others as well. Strive for
intelligence.

7. Tools to find out
about your
competitors
• https://www.ispionage.com
• https://awario.com
• https://www.spyfu.com/
• https://ads.google.com/aw/bu
dgetplanner/
• https://brandmentions.com/
• https://www.socialinsider.io/
• https://geru.com/
• https://www.airdna.co/
• https://www.otainsight.com/

8. G E R U
S C E N A R I O
S I M U L A T I O
N

9. A I R D N
A

10. Tools to find
out what your
guests want
• https://surveys.google.com
/
• https://kingsumo.com/
• https://4screens.net/

11. Tools to
communicate
with your
guests
• https://interactrapp.com/
• https://app.videoremix.io/
• https://socialbee.io/
• https://www.if-so.com/
• https://www.sparkchart.com/
• https://www.surveymonkey.co
m/
• https://www.typeform.com/
• https://www.videopeel.com/
• https://www.virtualtrips.io/

12. Tools for Research
(Trends, Patterns,
etc.,)
• https://www.owox.com/
• https://trends.google.com/trends/
• https://surveys.google.com/
• https://www.wolframalpha.com/
• Google Keyword Planner*
• https://www.semrush.com/
• https://buzzsumo.com/
• Facebook Insights,
• Bing Keyword Manager
• Global Web Index
• *Free through Google Ad Manager

13. Creating
Rich Media
• https://filmora.wondershare.co
m/
• https://www.designbold.com/
• https://www.visme.co/
• https://wave.video/

14. Translations,
Transcriptions, Foreig
n Languages
• https://alugha.com/
• https://translate.google.com/
• http://app.fleeq.io
• https://speechelo.com/
• https://www.happyscribe.com/

15. “So What do
we Talk
about?” --
Tools
• https://publer.io/
• https://hootsuite.com/
• https://socialbee.io/
• https://socialhp.com
• https://www.editmate.com/
• https://www.videopeel.com

16. Offline
Tracking Tools
• https://phonewagon.com/
• Facebook Business
manager Offline
tracking https://www.facebo
ok.com/business/help/1776
828022605281

17. Communicatin
g Direct
• https://manychat.com/
• https://quriobot.com/
• https://mobilemonkey.com/

18. S P E C I A L
N E E D S
T R A V E L E R S
A N D A T O O L
T O H E L P
H T T P S : / / W W W. H A P P Y S C R I B E . C
O /

19. K E E P I N G I T
‘ L E G I T ’
H T T P S : / / W W W. I U B E N D A . C O M / E N
/

20. Getting Found
Tools
• https://www.google.com/bu
siness/
• https://moz.com/products/lo
cal
• https://www.yext.com/
• https://www.thehoth.com/

21. Stop Selling,
Communicate, and
What the Heck
Does That Mean to
a Hotelier or
Restaurant
Owner?
• https://restream.io/
• https://onestream.live/
• https://obsproject.com/
• https://www.airmeet.com/
• https://www.livewebinar.com/

22. Link to Playback, Links and Deck.
• https://www.hospitalitydigitalmarketing.com/vancouver/
• --or– Bit.ly/hdmvancouver
• Email questions to; loren@hospitalitydigitalmarketing.com
• Live Show every Friday 11:30 am EST; Bit.ly/hdmlive
• Podcast Every week; “Hospitality Marketing Podcast”