Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar

MARKETING YOUR INDEPENDENT
HOTEL & PLANNING FOR 2013

PRESENTED BY:

Brian Fitzgerald
VP, Digital Strategy | O’Rourke Hospitality Marketing

Webinar Goals & Objectives

1.  Share emerging marketing channels and opportunities

2.  Equip properties with the tactics necessary to evaluate
and leverage these channels

3.  Help properties plan their budgets and marketing
plans for 2013

MARKETING YOUR INDEPENDENT HOTEL & PLANNING FOR 2013

Webinar Agenda

  About O’Rourke

  Mobile Trends and Strategy Development

  Web Design & Development Trends

  Display Advertising

  Targeted Content and Conversion Rate Optimization


Who We Are
O’Rourke Hospitality Marketing

Award-winning marketing ﬁrm based in
Newburyport, MA.

Over ten years of experience working
exclusively with the hospitality industry.

Providing full-service marketing solutions

Sister company Mobile Media
Applications


What We Do

CREATIVE SEARCH
em Me
Design yst as
ur SEO / PPC
tS em
Branding en e
em

nt
g
na

&
Ma

An
aly
ent

tics
Cont
DESKTOP MOBILE
EMAIL WEBSITE WEBSITE DISPLAY
Creative Retargeting
Distribution Partner Advertising

ntio
MOBILE

iza
APP

tim
Co

Op
SOCIAL
nt

t
en

e
Strategy St Ra MOBILE
t

ra n
Reputation Monitoring te sio SEO / PPC
gy ver
Con Push Notiﬁcations


MOBILE
Why you need a mobile website

By 2015, more U.S. Internet users will
access the Internet through mobile
devices than through wired devices
Source: IDC – Worldwide New Media Market Model

Mobile Website Strategy Best Practices

“Mobile site” does not mean a desktop version of a site that loads on a mobile device

Mobile users DO have time and DO scroll

Don’t sacriﬁce content just because it’s mobile

Speed, your mobile website should be lightning-quick

Use mobile site redirects

Consider a responsive solution (more on that later)


Mobile Website Design Best Practices

Know what is important and make it
easy to ﬁnd:
-  Getting ‘Home’
-  Calling
-  Booking

Mobile optimized booking engine

Big user interface (UI) elements

Take advantage of phone features –
tap to call, GPS, touch, etc.


Mobile Website Case Study – The Trend

Spruce Point Inn – Percentage of Mobile Visits
%"of"Mobile"Visits"
16.00%%

14.00%%

12.00%%

10.00%%

%%of%Mobile%Visits%

Linear%(%%of%Mobile%Visits)%
8.00%%

6.00%%

4.00%%

2.00%%
Feb-11% Mar-11% Apr-11% May-11% Jun-11% Jul-11% Aug-11% Sep-11% Oct-11% Nov-11% Dec-11% Jan-12% Feb-12% Mar-12% Apr-12%


Mobile Website Case Study – The Strategy

Developed a mobile sitemap
-  Keeping all content available
-  Organizing it for a mobile user

Created designs to accurately
reﬂect the brand

Used design elements optimized
for a mobile user


Mobile Website Case Study – The Results

Pageviews)
1200"

1000"

800"

600"
Pageviews"

400"

200"

0"
Page Page Views
2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"

2"
"

"

"

"

"

"

"

"

"

"

"

"

"

"

"

"

"

"
12

12

12

12

12

12

12

12

12

12

12

12

12

12

12

12

12

12
/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1

/1
1/

2/

3/

4/

5/

6/

7/

8/

9/

1/

2/

3/

4/

5/

6/

7/

8/

9/
10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

10

11

12
8/

8/

8/

8/

8/

8/

8/

8/

8/

9/

9/

9/

9/

9/

9/

9/

9/

9/
8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

8/

9/

9/

9/
/m.sprucepointinn.com/ 4,041
/m.sprucepointinn.com/lodging/ 1,566
/m.sprucepointinn.com/packages/ 794
/m.sprucepointinn.com/book/ 789
/m.sprucepointinn.com/dining/ 615
/m.sprucepointinn.com/lodging/lodge-rooms/ 584
/m.sprucepointinn.com/lodging/the-inn/ 553
/m.sprucepointinn.com/lodging/cottages/ 453
/m.sprucepointinn.com/recreation/ 273
/m.sprucepointinn.com/events/ 225


MOBILE
How to show up in mobile search results

Mobile, Local Overlap

Mobile refers to a device and/or the method
that a consumer is using to ﬁnd information

Local refers to the type of information or
search query they are looking for

Google oﬃcially says that 40% of mobile
queries are local in nature

Microsoft has said this number is roughly 53%

DEMO


Local Search is Extremely Important in Our Industry

Percentage
Breakdown
of
General
Search,
Local
Search
and
IYP

100%

90%

80%

55%
57%

70%

60%
78%

50%

General
Local
IYP

40%

30%
32%

40%

20%

15%

10%

0%

All
Categories
Restaurants
Hotels/Motels


The Local Search Landscape is Extremely Complex


State of Mobile Search

Smartphone search volumes are growing faster than search on the PC

Analyst ﬁrm BIA/Kelsey has projected that by 2015 there will be more local searches
coming from smartphones than PCs in the US


Mobile Search Opportunities & Best Practices

Many of the fundamentals for local/mobile search optimization have not changed

It’s still important to:
  Have an address in the city that’s being searched
  Have an address close to the city center
  Associate your business with complete and proper categories.
  Ensure your data is accurate and complete across the Local Ecosystem
  Have a mobile website
  Focus on Google + Local


What is Google doing with Google+?

Adding a social layer to everything – “Search Plus Your World”

Collecting social signals for search ranking purposes

Building a platform to assist and enable small businesses

Source: Wall Street Journal

Improving local search results


Google + Local Ranking Factors

The number, authority and velocity of +1’s
on a hotel website.

Google provides ‘+’ badges and widgets that
you can place on your site.

Getting more follows and “+’s” for your website can
help you rank better in local search.



The number, authority and velocity
of Adds/Shares on Google+

Setup your Google+ proﬁle, post often,
interact with others



Google is heavily pushing
their reviews product

They are not promoting third
Parties like TripAdvisor, Yelp
and Expedia any more

Find ways to encourage
customers to leave reviews
on Google+


Opportunities for 2013

Setup and ensure your Google+ Local page is optimized

Get more involved with the Google+ environment, add a link from your website to your
Google+ proﬁle

Ensure your data is accurate and complete across the Local Ecosystem

Consider a mobile website


WEB DESIGN + DEVELOPMENT
Responsive Web Design

What is Responsive Website Design?

Responsive web design is a technique used
to build websites that allows the same
HTML and CSS code to be accessed across
all devices at a single URL.

This design approach ensures that no
content is ever inaccessible to a mobile user
and provides a streamlined user experience
on any device.


“Day by day, the number of devices,
platforms, and browsers that need to
work with your site grows. Responsive
web design represents a fundamental
shift in how we’ll build websites for the
decade to come.”

Jeﬀrey Veen

Why Responsive Design?

ü  It’s What Your Guests Need
As we’ve discussed, more and more guests are going mobile

ü  It’s Easy To Manage
Manage all of your content, for all devices, in one place

ü  Google Likes It
They've stated publically that responsive design is the preferred approach

ü  It’s “Future-Proof”
Sites that are designed responsively can adapt to any screen size

ü  It’s Content-Focused
It challenges us to focus solely on the content that matters to users

ü  It’s Aﬀordable
Instead of building 2+ separate sites, build one


Considerations for future website projects

Strongly consider a responsive solution

Get several proposals and evaluate the pros, cons and pricing

Think about the future and how consumer interactions will continue to evolve


DISPLAY ADVERTISING
The next big digital marketing opportunity

Why Display Advertising?

US#Online#Display#and#Search#Ad#Spending,#201082015#(billions)#
eMarketer projects that !$60.00!!

display will overtake search as
the largest online ad spending !$50.00!!
!$49.50!!

category by 2015. !$45.50!!

!$41.20!!

!$40.00!!
!$36.80!!

Google reports that the
average travel shopper uses !$31.30!!
Total!Online!Ad!Spending!
!$30.00!!
Display!
10.2 information sources !$26.04!! Search!

before buying. Being present !$20.19!!
!$21.53!!

!$18.85!! !$21.99!!
on as many of these channels
!$20.00!!
!$17.03!! !$19.66!!

!$14.38!!
as possible is becoming more !$12.00!! !$14.82!!
!$17.06!!

critical. !$10.00!!
!$9.91!!
!$12.22!!

!$.!!!!
2010! 2011! 2012! 2013! 2014! 2015!


What is Display Advertising?

There are a variety of display advertising
options to help achieve your goals:

1.  Direct Publishers
Buy placement on popular travel sites

2.  Retargeting
Reconnect with lost prospects in hopes
of converting them

3.  Content Targeting
Display your ads on relevant places across the web

4.  Facebook Targeted Ads
Behaviorally targeted ads placed on Facebook


Direct Publisher Example

Most hotels are familiar with these direct publisher opportunities


Content Targeting Examples

Specify the types of sites and
the geographic targets that
you want to go after

Then your display ads show
up in places that match
those content and Your
Ad

Here

geographic requirements


Display Ad Retargeting Example

After visiting a site the user sees targeted messaging on other sites across the web


Display Case Study – Spruce Point Inn

Situation
-  Spruce Point Inn had two months before they closed for the
season

-  They had select inventory available to ﬁll during the remaining 8
weeks

Strategy
-  Developed a Autumn Romance package to target couples looking
to escape for a weekend

-  Decided retargeting would be a perfect opportunity to message
previous website visitors with targeted message about the package


Display Case Study – The Creative

Creative set 1 – Getaway, romance, memories

Creative set 2 – Getaway, autumn, Botanical Gardens, memories


Display Case Study – Campaign in Action


Display Case Study – The Results

Total Impressions = 82,000
Total Clicks = 116


Considerations for 2013

Display opportunities can help diﬀerentiate and shift-share

A typical click through rate (CTR) for display ads is less than 1% and the direct return for
this type of advertising can be as low as 1:1 or 2:1
–  Much of this is due to the way online revenue is attributed

Broadly retargeting everyone, or targeting people based on certain actions

Consider budgeting some additional advertising spend for display opportunities

Budgets can start as low as $50/week and can easily turned oﬀ/on


TARGETED CONTENT
Personalize content & increase conversions

Conversion Rate Optimization

As everyone gets familiar and comfortable with marketing tactics like email, SEO and
PPC, everyone now knows how to do a better job of getting people to their site

The next phase of this evolution is how to better convert those people once you get
them to your site. Enter Conversion Rate Optimization.

Conversion rate is impacted by many factors:
–  Site usability
–  Site content
–  SEO keyword strategy
–  Paid search keyword strategy
–  Rate
–  Occupancy
–  Targeted content


If you know something about a visitor
to your website, why wouldn’t you use
that information to improve their
experience?

Personalization is What We Do

Many hospitality companies and hotels around the world have perfected personalization
at a property level

Personalizing and customizing things like:
-  Room preferences
-  Rate preferences
-  Meal/snack preferences
-  And more

This level of service does wonders for guest service and makes guests come back

Technologies exist that allow us to bring this same level of service to our website


Targeted Content Case Study – The Wentworth


Targeted Content Strategy Process

User Segment

  Location
  Buying Stage Behavioral Triggers
  Opportunity (last minute)
  Interest
  Demographic
  First-time Visitors
  Event
  Returning Visitors
  Search Engine Keyword
  Referring domains Run & Measure
  Referring URLs
  IP Address
  Campaign 1
  Campaign 2
  Etc…


Considerations for 2013

Think about how you can better convert
the visitors you are already getting to your
website

Look at targeted content methods to
deliver the right message to the right
customer at the right time


Takeaways

1.  Think about how you can get ahead and stay ahead in the mobile landscape

2.  Understand the options that are available when it comes to website
development

3.  Consider display advertising options to diﬀerentiate and shift share

4.  Bring personalization philosophies to the web through targeted content


PROMOTION
Oﬀer for today’s webinar attendees

Commit to a hotel website project by 12/21 and receive:

-  Free responsive design (a $2,000 value)

-  Free performance reports for 12 months


NEXT STEPS

We’ll be at the NEIRA 2012 Annual Meeting in October

Be sure to say hello!


THANK YOU
For more information, please contact:

O’ROURKE HOSPITALITY MARKETING
phone 978.465.5955
Email bﬁtzgerald@orourkehospitality.com

Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar

Recommandé

Recommandé

Contenu connexe

Similaire à Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar

Similaire à Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar (20)

Dernier

Dernier (17)

Marketing Your Independent Hotel & Planning for 2013 - NEIRA Webinar