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Two Online Tools Your Lodging Property Should Implement in 2016: Retargeting and Email Nurturing

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Two Online Tools Your Lodging Property Should Implement in 2016: Retargeting and Email Nurturing

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Presentation on 11/2/15 to the Wisconsin Hotel & Lodging Association.

The goal of this session is to give you more leverage - the ability to do more with less effort. Have you seen the banner ads that “follow” you around the Internet? If you’ve ever wondered how that works, or how it can work for your business, then you won’t want to miss this session. Especially considering that retargeting ads can improve your conversion rates up to 600%.

We’ll also cover the difference between email marketing and email nurturing, and why you need to re-think the way you do email messaging to your audiences. Email nurturing can be highly automated, and the goal is to send the right information to the right person, at the right time.

Presentation on 11/2/15 to the Wisconsin Hotel & Lodging Association.

The goal of this session is to give you more leverage - the ability to do more with less effort. Have you seen the banner ads that “follow” you around the Internet? If you’ve ever wondered how that works, or how it can work for your business, then you won’t want to miss this session. Especially considering that retargeting ads can improve your conversion rates up to 600%.

We’ll also cover the difference between email marketing and email nurturing, and why you need to re-think the way you do email messaging to your audiences. Email nurturing can be highly automated, and the goal is to send the right information to the right person, at the right time.

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Two Online Tools Your Lodging Property Should Implement in 2016: Retargeting and Email Nurturing

  1. 1. Two Online Tools Your Property Should Implement in 2016:  Retargeting & Email Nurturing
  2. 2. Hi, I’m James I work at Valeo a digital marketing agency
  3. 3. I used to be a computer nerd
  4. 4. I used to be a computer nerd a server engineer
  5. 5. I used to be a computer nerd a server engineer a web designer
  6. 6. Now: I rock a variety of different titles
  7. 7. Let’s talk about Leverage
  8. 8. 1) Retargeting 2) Email Nurturing Today’s Topics:
  9. 9. Retargeting (a.ka. remarketing)
  10. 10. Retargeting ads differ from more traditional display media. They guarantee that you only spend ad dollars on people who have previously visited your site.
  11. 11. The Retargeting Mindset
  12. 12. Retargeting in Action
  13. 13. REMARKETING PICS FROM BANANA REPUBLIC & BOOKING.COM Us Retargeting
  14. 14. Granular or Broad
  15. 15. Segment Traffic
  16. 16. Calls-To-Action
  17. 17. Triggers a “Goal” in Google Analytics
  18. 18. Retargeting on Facebook
  19. 19. Key Benefits of Retargeting High ROI:  Website visitors who are retargeted with display ads are 70% more likely to convert. Differentiated Offers:  Market targeted offers to interested guests. For example, if a guest specifically visited your golf package page and didn’t purchase it, you can now offer a discount tailored to that package. No Rate Parity Issues: Guests will see unique offers.Therefore, everyone can’t access special rates.
  20. 20. Retargeting Requirements
  21. 21. If your booking is Off-Site
  22. 22. ResNexus + Google Analytics
  23. 23. IDEAS
  24. 24. Seasonal Promotions #1 You have up to 180 days you can target ads after a visit. Someone who comes to your site in the Fall >> Show Christmas Getaway special. Someone who comes to your site around Christmas>> ShowValentine’s special.
  25. 25. Promote Services As in the example before, if you offer services, then you can promote those: Weddings Corporate Events Spa Specials Dining, Restaurant #2
  26. 26. Signup For Discounts #3 Repeat Customer discount or Loyalty Program No Rate Parity Issues: Guests will see unique offers. Therefore, everyone can’t access special rates.
  27. 27. Retargeting Costs You can start with low ad costs, but the time investment can get up there How much will this cost me?
  28. 28. Questions before moving on?
  29. 29. Email Nurturing
  30. 30. Who’s doing Email marketing?
  31. 31. 4000%$40.56 for every $1 spent 2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590 Email Marketing ROI
  32. 32. “Email is 3x more likely to prompt a purchase than Social Media McKinsey & Company “Why Marketers Should Keep Sending You Emails”
  33. 33. Email Nurturing is Different
  34. 34. Reach Generic “ONE TO MANY” Email marketing is used to communicate general information to a broad audience for informational purposes Targeted “ONE TO ONE” Nurturing provides the right content to the right person at the right time. Nurturing gets 4-10x the response rate over stand- alone email * DemandGen Report *Data pulled from Email Marketing vs. Lead Nurturing infographic from MarketStar Email Marketing vs. Email Nurturing
  35. 35. Focus Broad “SAME TO ALL” Blast emails typically contain the same content and CTA’s no matter whom the audience is or what stage they are in. Email Marketing vs. Email Nurturing Custom “PERSONALIZED” Communicates relevant, educational content personalized to the recipient’s role, interests and activity profile Relevant emails drive 18x more revenue than broadcasts. * Jupiter Research
  36. 36. Segment your contacts to improve the relevancy of your email marketing
  37. 37. Stop thinking about lists 
  38. 38. Nurture with Automation
  39. 39. 3 Pillars of ROI with Marketing Automation New Revenue Reactivated Revenue Expansion Revenue
  40. 40. Marketing Automation Platforms This space is blowing up, and there are lots of options. Here are two that we use and love:
  41. 41. Map OutYour Emails
  42. 42. 1-year after stay  #1 Or any time period, really. An automated email to remind them about the great time they had. Couple this with an offer to make them feel special.
  43. 43. ASK for Reviews #2
  44. 44. Birthday,Anniversary  Event-based series can work well, but there’s one catch: You have to capture the info in order for it to be effective. Make this part of your company culture, and figure out the logistics of where the info is collected. It’s worth it. #3
  45. 45. #4 Seasonal Spring Break for the family  Summer away Fall in WI Ditch your in-laws this Thanksgiving
  46. 46. #5 Offer-specific for dry months Send out when you know things are light. Offer discounts if you know that July is always a down-month 
  47. 47. Retargeting Costs You can start with low ad costs, but the time investment can get up there How much will this cost me?
  48. 48. Use these 2 together!  Use These Tools Together!
  49. 49. Connect  &  ask  me  anything) Get a Detailed Audit of Your Website. Signup sheets around the room. Free Site Audit
  50. 50. Breakthrough DNA for your Lodging Property Apply the Before, During, After framework to increase bookings, enhance customer satisfaction, and orchestrate referrals and reviews. Tomorrow’s Breakout: 9:30am
  51. 51. Connect  &  ask  me  anything)   James  Hu5o
 Managing  Project  Director
 
 Valeo  Online  Marke>ng
 516  Tennessee  Street
 Memphis,  TN  38103
 
 Tel:  800.647.4552  x704    
 
 
 valeomarke>ng.com @JamesHu5o @ValeoMarke>ng Connect  with  me!

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