Aquent/AMA Webcast: How Hospitality Brands Can Drive Demand With Cross Channel Implementation

How Hospitality Brands Can Drive Demand With Cross Channel Implementation

According to a November 2011 global survey released by Frommer’s Unlimited, social media, content, mobile & apps, and natural SEO will be the top four areas of focus for travel organizations — with 83 percent of those surveyed indicating they were planning to increase overall digital marketing spend in 2012.

During this webcast, Brock Marion, Client Services Director at iProspect, will discuss how a leading hospitality brand was able to reach travelers online and more efficiently turn searches into bookings.

Specifically, Brock will provide insights on how:

> Consumers navigate in the online travel space> Hospitality brands are expanding reach through geo and channel expansion> The increasing mobile and social presence is impacting the online travel industry> Digital marketers can streamline processes for campaign results

AMA Webcast:How Hospitality Brands Can Drive Demand With Cross Channel ImplementationPresenters:Brock Marion, Client Services Director, iProspect

Moderator:Alli Libb, American Marketing Association

Sponsored by:

The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audioParticipants (US & Canada, Toll Free): 800.945.9434International Participants: +1 212.231.2907

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Housekeeping Items

Recording and Slides

Attendees will be provided with a recording of today’s presentation and a PDF of the slide deck

Twitter

Please reference hash tag: #AMAAquent, when tweeting about this webinar

Today’s Presenter

Brock Marion

•Over 13 years hands-on experience in digital marketing

•Oversees multiple brand teams managing holistic performance marketing programs for industry leading consumer apparel, footwear and travel retailers

•Helped to found, build and grow the first pay-per-click online advertising network

Copyright © 2011, iProspect, Inc. All rights reserved.

Driving digital demand with cross channel integration

iProspect & Motel 6May 16, 2012

Digital Performance on a Global Scale.


Brock Marion

With over 13 years hands-on experience in digital marketing, Brock Marion brings to iProspect knowledge leadership in digital advertising and branding, search marketing, ecommerce, user experience design and conversion optimization. In his current role as Client Services Director, Brock oversees multiple brand teams managing holistic performance marketing programs for industry leading consumer apparel, footwear and travel retailers that integrate search, SEO, performance display, social media and mobile channels to consistently drive revenue growth and new customer acquisition.

Brock helped to found, build and grow the first pay-per-click online advertising network and recognized early the emerging importance of paid and organic search marketing, founding his own search marketing practice in early 2001.

8



agenda

• Intros• Executive Overview

iProspect Channel Offerings

• Trends in Travel• Channel Overview

Paid Search Search Engine Optimization Performance Display Media Local Mobile Social Media

• 6 Key Takeaways• Questions

9


About Motel 6

Motel 6, the most-recognized highway oasis for road-tripping adventurers, celebrates a 50-year legacy in 2012.

Founded in Santa Barbara, California in 1962 by two genuine American entrepreneurs, the first location’s clean rooms and unbeatable nightly rates were a hit with budget-conscious travelers.

Decades later, Carrollton, Texas-based Motel 6 has welcomed millions of travelers over the years to its 1,100 company-owned and franchised locations, or more than 106,000 hotel rooms, still at the lowest price of any national chain.

At Motel 6, we leave the light on for you.

“Clean, comfortable rooms at the lowest price of any national chain.”


About Iprospect

iProspect is a global digital performance agency that provides some of the world’s most sought-after brands with digital marketing strategies that maximize ROI through social, mobile, SEO, paid search, display, shopping feed management, attribution modeling and management and other related services.

Clients include Fortune 500 companies and leaders across multiple industries, including Neiman Marcus, Gilt Groupe, Mandarin Oriental Hotel Group, Glaxo Smith Kline, and Reliant Energy, among others.

Digital Performance on a Global Scale


Executive overview


Iprospect core channel offeringsSeamless integration of digital programs ensures consistent customer experience


Motel 6 :: Digital channel overviewSearch and SEO Built the Foundation for Additional Channels


Trends in Travel



How users navigate the online travel space

Core digital channels used by consumers to shop and book travel include:– Search, Paid & SEO, Desktop & Mobile– Online Travel Agents (OTA’s) like Expedia and Orbitz– Travel Review Sites like TripAdvisor and Booking.com

Supporting Channels:– Performance Display– Local– Social



Why Omnichannel matters

Digital features multiple channels and touchpoints.

The digital consumer purchase path is anything but linear.

You must have a strong presence in every digital channel.



The internet is the #1 source for planning travel



Online travel agents continue to be important

While the number of unique visitors to OTAs decreased YoY, booking revenues increased and will continue to do so through 2015



The internet taps into the social nature of travel

Ratings and reviews are an important part of the travel planning and purchase process

Source: Google Think Travel 2011 Study


Copyright © 2011, iProspect, Inc. All rights reserved. Source: Google Think Travel 2011 Study

Mobile is a growing channel

The #1 use of mobile devices for travel information is research

• Mobile usage for travel planning increased 50% and 28% YoY for personal and business travelers, respectively

• Travel app downloads increased 19% and 13% YoY for personal and business travelers, respectively

• While more travelers plan to use mobile devices, many advertisers aren’t planning mobile programs



Value is a key influencer in travel based decisions

• 59% of personal travelers and 56% of business travelers plan to spend more time researching before booking travel to find the best deal


Paid search


Paid search Overview

Brand Search Ensure full brand coverage to reach loyalists and discourage competition

Nonbrand Search Reach users in research phase who may be unfamiliar or have not considered Motel 6 previously to continue to drive new customer acquisition

Geo Targeted SearchBuild upon current successes, seeking pockets of additional opportunity

Mobile SearchCapture rising mobile demand at point of decision

International SearchFinding and capturing unmet demand from international users seeking US travel accommodations

Increase SOV, drive new customer acquisition and capture additional demand

Search


Paid search :: Geo targeted campaignsSurgical Geo Expansion to Capture Unmet Demand Seen in Data

Search

?

?


Paid Search :: Mobile

Mobile Coverage Benefits

– Mobile devices more accurately detect user location– Google Places feed provides the phone number of the closest location

to users– Provides multiple booking options for convenience

CPC’s are consistently lower than desktop

Reaching travelers at the point of decision

Search


Paid Search :: International

Capturing additional demand from European travelers seeking US travel

accommodations.

New campaign structure launched

mimicking that of US campaign structure • Additional keyword coverage• Improved budget control

Leveraging Facebook Insights Data to Find Additional Opportunity

Search


Launch Segmented tablet-specific campaignsSeparate Tablet Campaigns from Desktop into Two Distinct Groups

Achieve greater relevance in ad copy to drive improved quality score & CTR2 Groups:o iPad-Specifico Other Tablets

Motel 6™ Official Site Visit Motel6.com on Your iPad toGet Our Best Rates. Guaranteed!

www.motel.com/iPad

Search


Increasing scale and efficiency All Search Programs Transitioned Onto Leading Campaign Management Platform

Search


Performance display media


Performance display :: Creative MattersCreative Best Practices Are Base Recipe for Sustainable Success

Display


iProspect Creative Best Practices:

• Strong Call to Action• Compelling Lead Rate to Overcome

Competitor Offers• Brand-Centric Image• Large Logo Aids in Brand Recall• Leverage top performing PPC ad

copy learnings

Ongoing creative iterationPerformance Display Best Practices Tested & Measured

Result: Result: Click thru rate over 60% higher than travel vertical Click thru rate over 60% higher than travel vertical average average

Display


Current Performance display Programs

Behavioral Placements Use predictive targeting and lookalike models to find potential

customers Increase brand awareness and drive customer acquisition

Retargeting Placements Target brand-aware customers Close the sales loop and keep Motel 6 top of mind

International Testing Expand international presence Testing in select countries based on data

Feeding the Funnel to Drive New Customer Acquisition & Bookings

Display



Richer display media creative

Why Richer Creative? Users don’t go online to look at ads—creative must interrupt

users consuming other content. Engaging, rich creative grabs the users attention, generates

stronger brand recall, brand favorability, CTR and conversion than standard display media creative.

Opportunities Leverage modern and stylish beauty shots to engage younger

demos. Define, Target and Test discreet segments Test rich elements like location mapping and in-unit booking

Goal Increase in average CTR and incremental bookings

Moving Beyond Standard Banners to Increase Brand Awareness & CTR

Display


Search retargeting

Use existing search campaigns to reach more searchers through online performance display advertising.

– Target competitor terms or brands without bidding up click costs or starting a range war.

– Extend search efforts off the search results page to reaches consumers when they are not actively searching via performance display media.

Leveraging Search to Retarget Shoppers with Display Units

Display


Search engine optimization


Q1 SEO PerformanceAs SERPS evolve, Omnichannel becomes ever more important for SOV

SEO

Hotel Price Ads

Paid Search

Places & Local

Organic

Results


Schema tag optimization

Schema.org micro format tags– schema.org is a collaboration by Google, Microsoft, and Yahoo! to

improve the web by creating a structured data markup schema supported by major search engines.

– Microformat tags are structured data used on web pages to describe a specific type of information—for example, a Motel 6 property location.

– Leverages existing address information; requires site development

Top 5 local ranking factor

SEO

http://schema.org/


SocialGrow Social Presence on SiteIntegrate Facebook, Twitter and Google+ Social Sharing Into On-Site Content

Increase tweets and ‘likes’ of Motel 6 to grow the social brand profile.

SEO

Create an active presence on Google+ as it continues to have a growing role in organic search.

• Establish Google+ Your Brand as the official brand page• Benefits: Greater share of voice on natural results search page and increased social presence.


local


Local Premier

Local Premier is a Proprietary iProspect Offering

– Ensure Accuracy & Visibility of Local Listings– Drive more visibility for Local searches– Fix property listing errors– Track Local ratings and reviews

As Maps and Places listings continueto garner a larger SOV on SERP’s, relevant local results become more critical for success.

Launched in July to maximize Local revenue

Local


mobile


Motel 6 Early in Mobile

Motel 6 made strong early investment in mobile and has:

• A Mobile Optimized Site• An iPhone App• An Android App Recent industry research

tells us that only 21 % of all ecommerce enabled sites currently have a

mobile optimized site experience.

Mobile has been a core focus for the brand

Mobile


Current Google Beta Test

Automated bidding solution to increase visibility with nearby customers– Bid multiplier within a geofenced radius

based on property location– Expected to increase conversion rate and

allow for additional nonbrand coverage

Bid by Distance Radius Testing Beta

Tighter radius led to stronger CTR and lower CPCs; it also led to a significantly lower conversion rate due to walk in bookings.

Mobile


Social media



overarching social media strategy

ListenThe first step of our strategy is to begin listening to conversations about Motel 6, both positive and negative to aggregate and distil all content related to Motel 6 in all major social channels, including blog and travel review site content.

UnderstandAfter our listening program is in place and we are able to gather and report on all social stream and review content, we can begin to understand overarching customer sentiment, uncovering key actionable items that can help drive the business forward.

ParticipateOnce we fully understand the context and aggregate sentiment of the vocal Motel 6 customer, we can begin to add value to the conversation, participating where appropriate to increase positive brand sentiment, drive bookings and quickly address customer questions and concerns.

Social


Utilize Facebook’s custom targeting options to promote unique benefits to highly relevant audience segments – iPhone Users, Active Seniors, Parents, etc.

Facebook initiativesFocus on engagement and brand awareness

Social


twitter

Use Twitter to promote brand awareness and drive

bookings – Leverage as a core customer service channel

– Proactively reach out to brand loyalists by offering special promotions

– Build a content strategy since Twitter feeds now rank in organic search

results

– Implement geo-targeted tweets for events & specials at select

locations

Twitter strategy should involve both monitoring and action

Social


YouTube InitiativesTesting Additional Sources of Traffic

YouTube Brand Channel

Contextually targeted paid search ads and video overlay ad units

Primary Goals:– Brand reputation management– Drive traffic to the brand page

Social



6 Key Takeaways

1.Invest in each channel to capture maximum demand

2.Leverage learnings across each channel to drive improved performance

3.Align messaging and offers across channels for a consistent user experience

4.Seek incremental opportunities in your data

5.Always be testing6.Measure everything


Questions? Brock MarionClient Services DirectoriProspect Fort [email protected]

www.iprospect.c

om

Follow us o

n Twitter:

@iProspect

http://www.iprospect.com/

Questions and Answers

How to Submit Questions

1.Submit questions using the chat box located on the left-hand side of your screen.

2.Submit questions via Twitter by referencing the hash tag #AMAquent

Additional Questions? Contact our speaker at: [email protected] AMA Questions can be sent to: [email protected]

Thank You for your Participation!

Additional Questions? Contact Brock at: [email protected] AMA Questions can be sent to: [email protected]

Recording and slidesA presentation recording and slide deck will be sent to you

Twitter Please reference hash tag: #AMAquent, when tweeting about this webinar

Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA

Aquent/AMA Webcast: How Hospitality Brands Can Drive Demand With Cross Channel Implementation

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