how to prepare your 2014 hotel marketing budget
DESCRIPTION
Adrian Caruso, James Hacon and Ken Jones from Fastrack Group share their tips for planning your marketing budget for 2014. Together they cover the best ways to leverage your brand, build your reputation on social media and how to make the most of SEO and PPC Marketing in the year ahead.TRANSCRIPT
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How to Prepare Your 2014 Hotel Marketing
Budget for Maximum ROI
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Your Webinar Presenters
Adrian CarusoCEO
James HaconDirector of
Digital Marketing
Ken JonesHead of Search
Marketing
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Established in 2002
Australasia’s leading hospitality, travel and tourism digital marketing and communications agency
Offices in Sydney, Brisbane & Auckland
Over 150 years of combined experience
Who is Fastrack?
Our key client services team
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INTEGRATEDMARKETING
WEBSITEDEVELOPMENT
SOCIALMEDIA
DESIGN &BRANDING
PUBLICRELATIONS
EMAIL &DIRECT
CONSULTING MOBILE
Travel, Tourism & Hospitality Digital Marketing & Communications Agency
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Some of our clients
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Webinar Media Sponsor
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1. Back to basics
2. Experience and Customer Service
3. Social Media Slow Down
4. Monitoring Your Spend
5. The biggest trend affecting the industry
6. Do’s & Don’ts of Distribution
7. Search Marketing – The Year Ahead
7. Where to spend your marketing $$$ in 2014 for the best return
8. Q&A session
Today’s Agenda
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What is the most important strategy in marketing?
http://www.flickr.com/photos/whatleydude/6205610856/
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Let’s see a raise of hands
Who has a month by month marketing plan?
http://www.flickr.com/photos/whatleydude/6205610856/
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The mathematics of
hospitality
Experience + Brand = Revenue
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Concentrate on your brand
we put our rates up again?
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Best way of getting great
reviews?
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Pre-arrival magazine
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Training & Incentives
- Provide training on the importance of customer service- Training all team members on how their individual roles
help towards an overall experience and reflects in reviews.
- Incentivise for good reviews at an individual and team level.
- Celebrate success and good feedback.- Don’t ever underestimate the importance of individuals
effect on the experience and in turn your marketing.
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Social by nature not by
necessity- Create an authentic feel
through operations management of social.
- Share the love, get wider team involved.
- Encourage sharing during and after the experience by guests and visitors.
- Curate, don’t just create.- Build custom audiences and
encourage interaction.
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The two biggest mistakes
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What is the most important website analytic?
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Search
Website
Mobile
Social Media
3rd PartyOTA
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Google Analytic
s
Track every
telephone call
Track every enquiry form
Guest Registration Cards
Reservation Analysis
Follow-up
surveys
Conversion Tracking Codes
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Booking Goal Funnel
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Booking Goal Flow by Source
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Booking Goal Flow by Location
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What is the biggest
trend affecting the
travel industry?
http://www.flickr.com/photos/whatleydude/6205610856/
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By 2015 smartphone
sales will reach 982 million.
Research points that mobile will
surpass desktop use within the
next 18 months
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• 7% Tablets• 14% Mobile• 79% Desktops
Bad mobile websites are the #1 deterrent to booking travel.
21% of all hotel searches are now conducted on mobile devices!
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Where people are using their mobiles in relation to travel + the outcome
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The results are in
Q3 2013 vs. Q1 2012
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Q3 2013 vs. Q1 2012
The 3 Screens
Results
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Is your website optimised for Mobile?
of web traffic will
come through mobile devices by 2014
50% Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode
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How is your site working ?
Do you see broken images or missing
content?
Can you read the text without zooming
or scrolling?
Can links and buttons be clicked with a
thumb?
Are navigations options obvious?
Is search functionality easily accessible?
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Make sure you have a
Mobile Compatible
Booking Engine
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Desktop
During the day (office)
TabletEvening – Lounging around
MobileLunch break – Happy HourOn-the-Go
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Desktop
Full-Website Content
TabletFull-website content,
presented in a highly-visual format,
enabled for touch screen navigation
MobileSpecialised content
for the mobile traveller on the go, enabled for touch-screen navigation
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Fully Responsive Website
Solution
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Responsive Website Design Demo
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How to get the best return from your hotel website
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F F FHow people read a website
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What’s the most important part of your website?
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What’s the most important part of your website?
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Big picture format
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Use the best photos
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Use Video
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Do’s & Don’t of Hotel Distribution
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1. Focus on the Direct Online Channel – Your Hotel Website!
2. Maintain Rate Parity
3. Attack Brand Hijacking Head On
Do’s of Hotel Distribution
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Google Hummingbird
Voice Search
AdWords Changes New Campaign Management
Systems& Quality Scoring Mechanisms
Integrate Both Together For Best Results
Search MarketingThe Year Ahead
SEO+
PPC
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New Search Ranking Algorithm
Launched September 2013
Hummingbird
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Type Your Search Keywords
Click (or tap) the Search Button
Before
Hummingbird
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“Okay Google.
What’s a good place to stay in Brisbane City?”
After
HummingbirdGreater Emphasis on Encouraging Voice Search
&Better Handling of Complex, Conversational Queries
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Start Thinking “Beyond Keywords”
Make Your Website A “Topical Authority”
Don’t Be Tempted By Short Cuts
Focus On Long Term Quality For Your Website
What Does This
MeanFor Your Business?
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Consider The Intent Behind The Search Query
Just Because Thousands Of People Search For “accommodation” In Your Area, Doesn’t Mean They’re Looking For Your Kind Of Accommodation
Focus On Searches With Clear Intent
What Does This
MeanFor Your Business?
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Target The Right Searchers At The Right Time
Don’t Just “Set It & Forget It”
Refine
Test
Refine Some More
Pay Per Click
Search Marketing
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New Campaign TypeSearch Network With Display Select
Changes To AdRank Scoring SystemNow Factors In Ad Extensions
Latest Changes In
Google Adwords
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Don’t Use Mixed Campaign Types
You Get Better Performance By Separating Search & Display Campaigns
Search Network with
Display Select
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Changed In October 2013
AdRank Now Factors in Your Ad Extensions As Well As Quality Score & Max. CPC Bids
AdWords Ad
ExtensionsNow Influence Your
AdRank
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Discover Your Most Valuable & Best Converting Keywords With PPC
Then Focus Your Organic SEO On High ROI Terms
Integrate Your
SEO + PPC Marketing
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Where to spend your $$ in 2014
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Where to spend your $$$ in 2014 for maximum return!
1. Website re-design – Fully responsive
2. Training / Incentives
3. SEO
4. SEM (paid search)
5. Brand Asset Development
6. Email Marketing
7. Social Media
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How to contact us
Call
AUS 1300 659 289NZ 0800 823 278