Two Online Tools Your Property Should Implement in 2016: 

Retargeting & Email Nurturing

Hi, I’m James

I work at Valeo a digital marketing agency

I used to bea computer nerd

I used to be a computer nerd a server engineer

I used to be a computer nerd a server engineer

a web designer

Now: I rock a variety of different titles

Let’s talk about Leverage

1) Retargeting 2) Email Nurturing

Today’s Topics:

Retargeting(a.ka. remarketing)

Retargeting ads differ from more traditional display media.

They guarantee that you only spend ad dollars on people who have previously visited your site.

The Retargeting Mindset

Retargeting in Action

REMARKETING PICS FROM BANANA REPUBLIC

& BOOKING.COM

Us

Retargeting

Granular or Broad

Segment Traffic

Calls-To-Action

Triggers a “Goal” in Google Analytics

Retargeting on Facebook

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.

Retargeting Requirements

If your booking is Off-Site

ResNexus + Google Analytics

IDEAS

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>> Show Valentine’s special.

Promote ServicesAs in the example before, if you offer services, then you

can promote those:

Weddings Corporate Events

Spa Specials Dining, Restaurant

#2

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.

Retargeting CostsYou can start with low ad costs,

but the time investment can get up there

How much will this cost me?

Questions before moving on?

Email Nurturing

Who’s doing Email marketing?

4000%$40.56 for every $1 spent

2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590

Email Marketing ROI

““Email is 3x more likely to prompt a purchase

than Social Media

McKinsey & Company “Why Marketers Should Keep Sending You Emails”

Email Nurturing is Different

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

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

Segment your contacts to improve the relevancy of your email marketing

Stop thinking about

lists 

Nurture with Automation

3 Pillars of ROI with Marketing Automation

New Revenue

Reactivated Revenue

Expansion Revenue

Marketing Automation Platforms

This space is blowing up, and there are lots of options. Here are two that we use and love:

Map Out Your Emails

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.

ASK for Reviews#2

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

#4 SeasonalSpring Break for the family 

Summer awayFall in WI

Ditch your in-laws this Thanksgiving

#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 

Retargeting CostsYou can start with low ad costs,

but the time investment can get up there

How much will this cost me?

Use these 2 together! 

Use These Tools Together!

Connect  &  ask  me  anything)

Get a Detailed Audit of Your Website.

Signup sheets around the room.

Free Site Audit

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

Connect  &  ask  me  anything)

  James  Hu5o Managing  Project  DirectorValeo  Online  Marke>ng516  Tennessee  StreetMemphis,  TN  38103Tel:  800.647.4552  x704    valeomarke>ng.com

@JamesHu5o @ValeoMarke>ng

Connect  with  me!