Overview of Format and Topic - Webinars, Webcasts, LMS...
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1 If you need technical assistance with the webcast, contact us at [email protected] and we will assist you immediately. Digital Marketing Webinar Series The Hotelier's Action Plan to Meet 2013 Digital Marketing Challenges November 7, 2012 Overview of Format and Topic Overview of Format and Topic Fran Brasseux Executive Vice President, HSMAI
Transcript of Overview of Format and Topic - Webinars, Webcasts, LMS...
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If you need technical assistance with the
webcast, contact us at [email protected]
and we will assist you immediately.
Digital Marketing Webinar Series
The Hotelier's Action Plan to Meet 2013 Digital Marketing Challenges
November 7, 2012
Overview of Format and TopicOverview of Format and Topic
Fran BrasseuxExecutive Vice President, HSMAI
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About Digital AlchemyFull Service CRM Solutions for Hoteliers
Email, Mobile Web Sites and eSurvey Services
Multi-Lingual, platform-independent
Offices in:
Texas, Palm Springs, London
Clients:
• 650 hotels
• 53 countries
• 6 Languages
We are grateful to Digital Alchemy, our sponsor and partner in
presenting this digital marketing webinar series!
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POLL QUESTION #1POLL QUESTION #1How many people are participating
in this webinar at your location today?
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Dr. Bill Carroll, Senior Lecturer, Cornell University
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2013 Action Plan
• Where will the smart money and effort be focused?
• How do smart people make the decisionsabout what to do ?
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Today’s Presenters: Today’s Presenters: Panel Moderator: Dr. Bill Carroll, Senior Lecturer,
Cornell UniversityPanelists:
Bryan Owen
Director, Creative Services &
Interactive Marketing
Hershey Entertainment & Resorts
Max Starkov
President & CEO
HeBS DigitalLoren Gray
Director of E-Commerce
Ocean Properties, Ltd.
Max Starkov
President & CEO
HeBS Digital
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Misguided Ad SpendMisguided Ad SpendU.S. Internet Ad+Mobile Ad “Underspend” = $20 Billion!
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With over 55% of Hotel Bookings Coming from the Online Channel
Print Advertising = Wasted Revenue Opportunities
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Your 2013 budget should take a three-silo approach and include:
Core Marketing Initiatives
Business-Need Campaigns
Capital Investments,
Consulting &
Operations
The Core Marketing Initiatives: tried and true, and/or
initiatives that have quickly proven to drive high ROIs.
Business-Needs: based on concrete business needs for the
property, not advertising driven. Focused on a theme.
Capital Investments, Consulting & Operations
• Strategy & Consulting: focused on strategy and branding
initiatives such as social media audits and strategies, social
media profile development and branding, TripAdvisor
optimization, etc.
• Website Enhancements: focuses on website enhancement
products.
• Website Operations: necessary to keep your website
functioning, such as hosting.
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Core Marketing Initiatives
60%-70% of 2013 Budget
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Core Marketing: SEOSearch Engine Optimization: 8-10%
• Google: over 500 algorithm updates/year
• Google Panda 3.9 Update made many
hotel websites obsolete:
• Unique, engaging Content
• Deep and relevant Content
• Fast Download Speeds
• The Google Venice update had a heavy
impact on the localization of search.
Across the HeBS Digital client portfolio,
organic search revenue accounts for
32.7% of all booking revenue.
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Core Marketing: SEM
Search Engine Marketing: 25-30%
• Search Engine Marketing (SEM) = the
most efficient direct-response
advertising channel
SEM generates 22.9% from website
revenue across HeBS Digital’s client
portfolio.
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Core Marketing: TripAdvisor
TripAdvisor Initiatives: 5-10%
� Drive direct bookings with TripAdvisor:
� “Show Prices CPC Program
• Increase direct bookings
• Levels the playing field with the
OTAs and provides a direct booking
option to the site’s users.
� Business Listing
� Increase direct bookings
� Promote a concrete special
The Business Listing generates 1400% ROAS across
HeBS Digital’s client portfolio.
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Core Marketing: Remarketing & Retargeting
Retargeting & Remarketing: 5-10%
� Target users after they leave your
website
� Messages may be customized based on
which part of the site users visited and
whether or not they made a booking
� Google Display Network is an affordable
option for retargeting and comprises
millions of websites, news pages, and
blogs that partner with Google to display
targeted ads
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The Mobile Channel is Exploding
Core Marketing: Mobile Website
Hospitality:• $1.4 Billion in Direct Mobile bookings in 2012
• $2.2 Billion in 2013
• 63 % year-over-year growth (PhoCusWright 2012)
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Google Searches by Device Category
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Mobile Devices Underperform Tablets
Tablets vs. Mobile Devices
300% more room nights
520% more revenuesSource: HeBS Digital Client portfolio Jan-Sept 2012
Core Marketing:
Tablets - Beware of a New Channel
SourcePage
Views
Mobile
VisitsBookings Nights Revenue
Mobile (Excl. Tablets) 9.66% 13.57% 2.59% 1.74% 1.10%
Tablet 8.34% 8.12% 5.68% 5.23% 5.71%
iPad 7.56% 7.39% 5.45% 5.06% 5.60%
iPad as % of Tablet 90.62% 91.05% 96.02% 96.69% 98.16%
Desktop 81.99% 78.31% 91.74% 93.03% 93.20%19
Tablet Website Design: 3-5%
• Automated script for iPad detection
• iPad rich media presentation Full-screen,
thumb and swipe optimized booking
widget
• Swipe-enabled main images
• Full-screen, swipe-enabled Photo Gallery
• Tap-to-expand navigation menus
• Swipe-enabled top photos
• Swipe-enabled featured tiles
7 % of all searches already come from
tablets, vs. 14% from mobile and
79% via desktops (Google, 2012)
Core Marketing: Tablet Website Design
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Other Core Marketing:
Email Marketing: 2-3%
• Email marketing generates 3-5 percent of total
website revenues across HeBS Digital’s client
portfolio.
SoLoMo: 3%-5%
• Convergence of Social Media, Local and Mobile
• Local search = 3%-5% of total website revenues
Social MediaSocial Media
Local SearchLocal
SearchMobile
MarketingMobile
Marketing21
Business-Need Campaigns
15% - 25% of 2013 Budget
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Why Business-Need Digital Marketing? • Tackle occupancy needs; group cancelations; weekend vs.
weekday
• Target key customer segments: meeting planners, SMERFs,
leisure, family travel
• Address Seasonality Issues
Launch Campaigns Using a
Multi-Channel Marketing Approach
Business-Need Campaigns
Customer Segment Campaigns
Target your main customer segments with
effective, multi-channel campaigns.
� Establish one campaign theme to ensure there
is one powerful message across channels for
greater impact and ROI.
� From mobile to social media to SEM, only use
the right channels for each customer segment
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Business-Need Campaigns: Seasonal
Seasonal/Holiday Campaigns
Boost room nights and revenue with
seasonal/holiday campaigns.
� Build seasonal campaigns with the channels
that are the most effective to increase reach
and awareness.
� Establish one campaign theme to ensure there
is one powerful message across channels for
greater impact and ROI.
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Capital Investments, Consulting & Operations
25% - 30% of 2013 Budget
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The Hotel Website & CMS
Technology Upgrade: 15-25%
Hotel Website RedesignToday the hotel website
MUST:
-Accommodate new travel
purchasing behavior
-Employ the latest website and
digital marketing technology
-Handle stringent new demands
imposed by the search engines
(e.g. Google Panda Update)
-Generate maximum revenues
from the direct online channel
-Act as the hub of the hotel’s
multi-channel digital marketing
efforts
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Consulting + Website Operations
Online Channel Consulting:
• Online channel strategy + best practices
• Stay ahead of the competition and generate
incremental revenues
• Recommended 2013 spend: 8%-10%
Website Operations + Web Analytics:
• Cloud hosting and CDN(Content Distribution
Network) is a MUST
• Investment in advanced web analytics = more
revenues and higher ROIs
• Recommended 2013 spend: 4%-6%
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Putting It All Together
Important Points to Remember…
Core initiatives = main revenue drivers
Business-need campaigns = based on concrete business needs for the
property, not advertising driven.
Capital Investments, Strategy & Consulting = necessary to keep your direct
online channel presence “healthy”:
• website redesign + technology upgrades
• consulting, analytics and website hosting
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Putting It
All Together
Budget Line Item % of Budget to Allocate
Core Initiatives
SEM 25%-30%
SEO 8%-10%
“Show Prices” CPC Program on TripAdvisor 5%-10%
Mobile Website & Marketing 5%-8%
Tablet Website 2%-3%
Email Marketing 2%-4%
Online Video 2%-4%
Remarketing & Retargeting 4%-8%
Reputation Management 2%-3%
Business-Needs Driven Campaigns
Multichannel Initiatives to Tackle Concrete
Business Needs
15%-25%
Capital Investments, Consulting &
Operations
Website Re-Design + CMS Technology
Upgrade
15-25%
Consulting & Campaign Management 8%-10%
Web Analytics & Campaign Tracking 2%-3%
Website Operations 2%-3% 30
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Bryan Owen
Director, Creative Services &
Interactive Marketing
Hershey Entertainment & Resorts
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Business Considerations• 11+ Diverse Brands across T&E• 65% of revenue from May - August• NY/NJ, Philly, DC, Baltimore, DC, HLLY• Internal Marketing group services all
brands• Highly collaborative environment• Demand Generation (vs. Capture)
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The Players
Digital Marketing
BrandManagement
ResortSales
ResortOperations
InformationTechnology
Media Partner
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Digital Strategic Planning
• Corporate goals establish targets• Research sets the direction• Collaboration ensures alignment• Digital Strategy establishes priorities• Digital Roadmap identifies initiatives• Sourcing strategy facilitates execution
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Research Inputs• Guest Satisfaction Surveys• Social Media Listening• Primary Research• Road Tour• Trend Analysis• Performance reports
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• What is our strategy for _______?(“I don’t know” is not a valid answer)
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3 Levels of Strategy• Overall Digital• By Channel (e.g. Mobile, Social, Email)• By Brand (e.g. The Hotel Hershey)
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Alignment• Interviews with Brand Managers• Weekly Marketing Strategies Meeting• Cross-Pollination (people and money)• Published trends and strategies• Digital accountability for priorities
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Loren Gray
Director of E-Commerce
Ocean Properties, Ltd.
Keeping the Team on Track“Who really is on THE TEAM?”
“What are all of the objectives?”
“Who are we selling to?”
“How are they buying from us?”
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Everyone Is Vested In The Process
Ownership
Corporate Management Property OperationsInvestment Level Revenue
Management
Multi Property Marketing
Multi Property Group Sales
General Manager
Director of Marketing
Director of Sales
Director of Revenue
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Breaking it down by…The Source
Not everything is as simple as ‘just’ Transient and Group…
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Keeping the same … LanguageNumbers = Budgets = Reference
Points that are understood
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Moderate and Create PerspectiveSome ‘Rules of Thumb’
Average Market Budget 4 – 7%• Has to be shared with ALL marketing initiatives
• Transient & Group• Travel / Leisure• Group Sales / Meetings• Departmental (i.e. Spa / F&B / Golf / Retail / Tennis / Activities)• Corporate Initiatives• Brand Initiatives• Production / Creative• Contingency• Agency Fee’s• Departmental Costs ( Payroll / Memberships / Tradeshows / Operational
Costs / Comps)
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• Travel / Leisure – 55%• Group Sales / Meetings –10%• Departmental – 5% • Corporate Initiatives – 1%• Brand Initiatives – 3 %• Production / Creative 9%• Contingency – 3%• Agency Fee’s – 14%• Departmental Costs -- TBD
General Marketing Cost %
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So how to keep everyone on track� Don’t ‘glamorize’ digital marketing� Keep all vested players informed� Vet any new unscheduled initiative� Keep ahead of trends� Maintain a constant awareness of progress� No surprises
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Questions?Questions?Panel Moderator: Dr. Bill Carroll, Senior Lecturer,
Cornell UniversityPanelists:
Bryan Owen
Director, Creative Services &
Interactive Marketing
Hershey Entertainment & Resorts
Max Starkov
President & CEO
HeBS DigitalLoren Gray
Director of E-Commerce
Ocean Properties, Ltd.
Upcoming Webinars:
#9 in the 10-part Revenue Management series:
Translate Math to English
November 27, 2012 ♦♦♦♦ 2:00-3:30 pm EST
#10 in the 10-part Revenue Management series:
Keeping Up With Trends
December 18, 2012 ♦♦♦♦ 2:00-3:00 pm EST
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HSMAI’s Newest Certification:
The Certified Hospitality Digital Marketer (CHDM)
Coming this month!
HSMAI Adrian Awards Gala,
January 28, 2013 – Reserve Your Tables
and Seats Today at
www.adrianawards.com
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