T80 ROI

It's Not What You Spend …… It's What You Net!

Steve Bottger – Bottger Mansion Mary White – BnBFinder.com Lisa Kolb – Acorn Internet Services, Inc.

Defining Return & Investment

You Spend $ - - - You Book Rooms - - - You Make More $

BUT – do you analytically track where your guests are finding you?

(FYI: You absolutely CANNOT RELY on where a guest TELLS YOU they found you! And we’ll show you WHY!)

AND – do you mathematically track how much you spend in any one place to compare the places your guests are finding you to see if your NET is worth the investment?

Reservation Tracking

Intell-a-Keeper™ Acorn Internet Services, Incwww.acorn-is.com

ROI Tracking Data: Sample 1 (Part A)Why you CANNOT believe what your guests tell you about where they found you…

ROI Tracking Data: Sample 1 (Part B)Why you CANNOT believe what your guests tell you about where they found you…

ROI Tracking Data: Sample 1 (Part C)Why you CANNOT believe what your guests tell you about where they found you…

ROI Tracking Data: Sample 2Why qualified traffic can save you $$$ on your bookings…

Data Gathering

The Data Provided in this presentation is compiled from…

A sample of approximately 4,000 bookings (online reservations, phone and e-mail) recorded in 2007.

This accounts for an estimated 60-70% of all inn bookings.

Each booking may be made up of one to many referring web sites.

Each booking is weighted accordingly, based on the number of different ways a guest found your web site.

Sample data is from actual customers across the United States using our Intell-a-Keeper product.

No specifics are given in any one grouping that would give away any of our customer’s specified marketing plan.

Direct Hits 30%

Search Engines(Organic/Free) 23%

Search Engines(PPC) 6%

B&B Directories19%

General TravelSites 12%

E-Mail 8%

Misc 2%

Actual Booking Referrals (Data from 2007 Guest Bookings)

Based on approximately 4,000 ACTUAL Inn Bookings recorded in 2007

A Direct Hit Booking is a Reservation that came from a guest that found you by typing in your web address directly from…

Rack Cards or Brochures Printed Media in a Newspaper Article or Magazine

Article Web Site is Bookmarked on Guest’s PC Domain Name Branding – they Remember your URL.

Direct Hit Bookings (30%)

(1,200 Bookings out of 4,000)

Google 73%

Yahoo 10%

All Others 7% *

MSN 4%

Local / Maps 4% **

ASK 1%

AOL 1%

Organic Search Bookings (23%)(Note: These are FREE Listings – NOT Sponsored | Paid Listings)

* There were a total of 37 different “ALL OTHERS” Search Engines recorded where Guests located the Inn’s web site and made a booking.

** Local / Maps included Google Local, Yahoo Local and MapQuest referrals.

(920 Bookings out of 4,000)

Google PPC 68%

Overture PPC 32%

(PPC) Pay Per Click Bookings (6%)

The Pay Per Click (PPC) bookings tracked were for the following companies and their affiliates …

(240 Bookings out of 4,000)

National B&BDirectories 63% *

Regional B&BDirectories 21%

State B&BDirectories 10%

Alternative B&BDirectories 6% **

B&B Directory Bookings (19%)

* There were a total of 46 different National B&B Directories recorded where Guests located the Inn’s web site and made a booking. The top 5 in order from highest to lowest are …

www.bedandbreakfast.com www.bbonline.com www.lanierbb.com www.bnbfinder.com www.bnblist.com

** There were a total of 30 different Alternative B&B Directories recorded where Guests located the Inn’s web site and made a booking. Here are a few sample categories …

Biking Birding Pet Friendly Gay Friendly

Romance Weddings Western Honeymoo

n

(760 Bookings out of 4,000)

Global TravelSites 3%

State TravelSites 17%

Regional TravelSites 80%

Travel Directories (12%)Note: These are general lodging directories, NOT B&B specific

(480 Bookings out of 4,000)

E-Mail Referrals (8%)

(320 Bookings out of 4,000)

Bookings resulting from a link to the Inn’s web site from an E-Mail …

Newsletter CampaignsDirect E-MailE-Mail a Friend this Web Site LinkE-Mail Postcards with URL from Web Site

Miscellaneous (2%)

Blogs and More 5% *

ReservationCompanies 30% **

Portal Pages 65% **

(80 Bookings out of 4,000)

Blogs and More *

MYSPACE BLOGS FACEBOOK

Reservation Companies **

Calling Inn

Portal Pages **Customers who have created an additional but separate web site that promotes them in addition to other information.

Steve HiattBottger Mansion of Old Town

"Half my advertising is wasted, I just don't know which half."   

John Wanamaker, 1838-1922

Print Marketing

Not all marketing is via the Internet There is still a place for print

marketing Rack cards, brochures, targeted

magazine ads. How to track non-internet material? On the internet, naturally!

Tracking Print Media

www.bottgermansion.com/index-mansion.htm

Entry page Visits Percentage

36. /index-mansion.htm 2 0.13%37. /links-bb.htm 1 0.07%

Unique target page

Unique URL

Urchin Results

Let use the tools!

We need “One File”

One file to put the data, One file to use the data, One file to bind the data,One file to rule the data - for

awhile.With apologies to JRR Tolkien

IKBookings

Cost 2007 2007 2007

Directorybedandbreakfast.com 449 15 743 11.08bnbfinder.com 199 1 846 2.43findbnb.com 199 0 150 0.34lanierbb.com 159 3 480 1.87iloveinns.com 150 0 241 1.04bbonline.com 99 6 417 5.54

# of Reservations

# of click throughs

The File

 Add Revenue…

IK Bookings

Cost 2007 2007 2007 Cost/Res Cost/Click Sales ROI

Directorybedandbreakfast.com 449 15 743 11.1 $29.93 $0.60 3516 783%bnbfinder.com 199 1 846 2.4 $199.00 $0.24 202 102%findbnb.com 199 0 150 0.3 $0.00 $1.33 0 0%lanierbb.com 159 3 480 1.9 $53.00 $0.33 1839 1157%iloveinns.com 150 0 241 1.0 $0.00 $0.62 0 0%bbonline.com 99 6 417 5.5 $16.50 $0.24 2107 2128%

# of Reservations

# of click throughs

IK Bookings

Cost 2007 2007 2007 Cost/Res Cost/Click Sales ROI ABQ B&B NM B&B B&B

Directorybedandbreakfast.com 449 15 743 11.1 $29.93 $0.60 3516 783% 1/5 1/5 (PPC) 1/1bnbfinder.com 199 1 846 2.4 $199.00 $0.24 202 102% PPC PPC 1/4findbnb.com 199 0 150 0.3 $0.00 $1.33 0 0%lanierbb.com 159 3 480 1.9 $53.00 $0.33 1839 1157% 2/3 1/4iloveinns.com 150 0 241 1.0 $0.00 $0.62 0 0% PPC 4/2 (PPC) 1/7 (PPC)bbonline.com 99 6 417 5.5 $16.50 $0.24 2107 2128% 1/2 1/3

# of Reservations

# of click throughs

Google Search Results

Organic placements…

The full Monty

IK Bookings

Cost 2007 2007 2007 Cost/Res Cost/Click Sales ROI ABQ B&B NM B&B B&B

Directorybedandbreakfast.com 449 15 743 11.1 $29.93 $0.60 3516 783% 1/5 1/5 (PPC) 1/1bnbfinder.com 199 1 846 2.4 $199.00 $0.24 202 102% PPC PPC 1/4findbnb.com 199 0 150 0.3 $0.00 $1.33 0 0%lanierbb.com 159 3 480 1.9 $53.00 $0.33 1839 1157% 2/3 1/4iloveinns.com 150 0 241 1.0 $0.00 $0.62 0 0% PPC 4/2 (PPC) 1/7 (PPC)bbonline.com 99 6 417 5.5 $16.50 $0.24 2107 2128% 1/2 1/3

Associations OTMA 300 9 584 4.3 $33.33 $0.51 2108 703%itsatrip.com (ACVB) 276 23 1050 6.0 $12.00 $0.26 9843 3566%nmbba.org 249 10 116 0.7 $24.90 $2.15 2700 1084%abqbanb.com 100 20 1003 14.1 $5.00 $0.10 8387 8387%newmexico.org 0 3 173 0.7 $0.00 $0.00 704NMLodging.com* 235 31 $7.58

Print

NM Magazine 4740 1 0 $4,740.00 $0.00 404 9%Brochure 250 0 0 $0.00 $0.00 0 0%

# of Reservations

# of click throughs

Google Search Results

Mary White

BNBFinder.com

Take Advantage of What You Are

Already Paying For

Take Advantage of What You Are Already Paying For

Know That The Customer Is Not Always Right

Take Advantage of What You Are Already Paying For

Know That The Customer Is Not Always Right

Understand That All Traffic Is Not Equal

Take Advantage of What You Are Already Paying For

You don’t get a second chance to make a first impression.

Take Advantage of What You Are Already Paying For

You don’t get a second chance to make a first impression.

Directory listings are an extension of your web presence.

Review your directory listings as you would periodically review a contractor’s work

Directory listings are an active, not a passive form of advertising.

Frequently Forgotten Features:

Packages and Specials Guest Reviews and Comments Availability Links Keywords

Most Importantly…

Review when you renew

The Customer Is Not Always Right

Fewer than 1 in 10 guests correctly identified the website

that they found the inn on

91%

9% IncorrectlyReportedSource

CorrectlyIdentifiedSource

Understand That All Traffic Is Not Equal

How targeted is each click?

Understand That All Traffic Is Not Equal

Take Advantage of What You Are Already Paying For

Know That The Customer Is Not Always Right

Understand That All Traffic Is Not Equal

In Summary

Questions? Comments?

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