Hospitality Marketing Podcast 237 February 21st 2020
Hospitality Marketing Podcast 237
Hospitality Marketing Podcast 237 Timestamped Transcripts (English U.S.)
Welcome to this week in hospitality marketing, the podcast show number 237 with your host, Loren Gray.
Hello everyone and welcome to hospitality marketing the podcast
I’m your host Loren Gray, and this is episode 237 each week we spend around 20 to 30 minutes sharing the most interesting tools, news, and techniques being used in marketing for the hospitality industry
We also do a quick recap of our weekly live video show this week in hospitality marketing, which also airs every Friday at 11:30 AM Eastern us time
So with that, let’s get started.
Today’s new resource tool.
So our tool this week, uh, for review is actually an interesting one that I’ve just begun to use in combination with all my other aspects of retargeting
And this is called Coca Q, U O K K A
Now for the Edward stOnge and Stuart Butler’s of the world and so forth, they cringe at the idea of being given or giving these types of tools to the uh, the uninitiated or the novice because it can be used for as much harm as it can be
The tool itself, QUOKKA is a retargeting platform that takes your unopened emails based on what platform you’re using them for
And it can also use Zapier, which is a platform we’ve talked about before that can integrate other platforms together
You can also take CSV files and do the same thing and you load them up
And what it does is you connect your social media accounts, in this case, Facebook, Twitter and um, Google.
And what it will do is take your list of unopened emails and begin to retarget them on those platforms
It will create the ads with you
It’ll create the content for you based on the emails that you’re assuming them as content and it will redistribute and try to in your ad campaigns
And this is a paid for
It’s not like it’s just going to organically post for them
You have to pay for them
It literally creates a custom audience
And that becomes a retargeting one
Now they’ve features of this tool that I like are that once an action has been created on it and you can determine what that action is, it’ll take the recipient off the list to not continue to be retargeted
Why is that important? Well, as we all know, it is so frustrating that when we visit any website to all of a sudden see it peppered all over every other place we go on the internet and it doesn’t just stop once or twice or one or two days or three days, it will, they will pound you to death for days on end because they have no sense of the control of frequency, frequency, and we’ll talk about this in a little bit, is just as important as the accuracy of retargeting and that accuracy comes from what data you are extracting these emails that haven’t been opened and what are you using them for?
And we’ll get to all those points in a little bit
But Coca as a tool, a very fun in the sense that, and even Marriott has used it, which is ironic, is one of their clients
, Um but what it does is it talks about actually an analytically tracking what it converts for you
So in the world of justifications of costs and efforts, you have this email list and let’s say you’re very rudimentary in your email campaigns
We talked a little bit about email last week, um, where you’ve sent out this email as a newsletter
, Okay great
, Um you get a certain number of unsubscribes you, which is hopefully exceptionally low
, Uh you also get a lot of opening rates and you have certain percentages associated with that industry
Average is about 20% opening rate
From there, you usually get a decent clicked room, Ben
So depending upon the numerics of how many emails you sent, there’s a conversion factor associated with all of that.
Now that’s all well and good, but there’s a twin month that just don’t get opened
As we mentioned, there’s a 20% opening rate
Now we have shared tools that do work flows like snow Vios V
IO snow VA
IO, I should say
That will create workflows that will re-trigger an email send
So picture this, you send an email and X percentage opens it up, say 20% well then those that didn’t open it up and that word hard bounces or unsubscribes or spam report sheets or anything like this, but just, and they were still good emails
We usually do a re trigger, which we’ll send it out with a different subject line and then you’re left with now still a list of those that still did not open it
What do you do with that list now? In times past, there’s other ways to retarget and re-trigger and so forth, and there’s certainly other tools that allow you to read target as well.
With cork, a Corky, a Coca, excuse me, Q U, O K K a
You can take that unopened email list and if the platform doesn’t interact with the platform that you use for your email sends, and in most cases it probably won’t unless you’re using pro-sumer level MailChimp or some other pro services
But if you’re looking at using the more traditional hospitality ecosystem platforms like TravelClick or a others like that were net Revinate or what have you, we won’t do this
So you have to extract it as a CSV file of unopens
Send that over to the platform and have it and allow it to retarget to the social platforms you’ve connected it to
There is where the tool has his best benefit because it will actually track the conversion values that it has given based on the metrics you’ve assigned to it
Just like any campaigns, what’s the conversion value and what have you, but most importantly from it, it will take a person off the list of you say, Hey, if anybody opens this up, if anybody opens in this ad, I want them to take off the list.
Whether they buy something in hour or maybe, maybe if they do go into the ad, I want them to buy something to be taken off the list
That makes a nice frequency control so that you’re not totally irritating people with always showing up in their newsletters, always showing up or excuse me in their newsfeed and no showing up on their social platforms persistently annoying cause that’s just, it irritates people
It irritates me
And there’s tomb shirt irritates you that when you see this persistence of, okay I got it but I don’t want to buy your product and now you’re just irritating me and now I’ll never buy your product because you’ve reverted to me
IO is our tool, a review of the week
now for this week’s hospitality technique.
Our technique of the week, eyes expansion as always off of what we’ve discussed as a tool
And this is more of a broad discussion of retargeting, retargeting in all its forms without irritating our potential guests
As I mentioned before, frequency is a very strong indicator of irritation
, Um nothing’s worse than touching a website again and having it repetitively show up anywhere else
I’d go on the internet
It gives me to where I’ve just, even if I was interested in your product, I’m less likely to buy it because you are just annoying
Most rule of thumbs are if I haven’t opened up in the third to fifth time, I’ve seen your ad in other iterations and I’ll talk about what other iterations means in just a moment
Likelihood is I’m not in a position to make a transaction decision yet, so stop now
Other iterations, and this goes to our earlier workflow conversations that we’ve had on the podcast as well, talking to a guest as if it’s always the first time that they’re seeing you is a little bit like Alzheimer’s.
You can’t keep repeating yourself saying the same thing just because you’re hope they forgot the last time they talked to you
We’re a progressive conversation
Your first ad should be your introduction ad
Your second ad should be a continuation of what the first ad conveyed
Your third ad should be continuation with your second ad and added to the first conversation
Your fourth ad should be something that’s relevant that more specific, maybe a better offer even at that point if they’re not really converting at this point, so the iterations of conversations, workflows of engagement in retargeting that are very smart
A lot of people, even if they do try to do retargeting, do it very simplistically, very kindergarten ish in the sense that they’re like, okay, I want to start a retargeting campaign and all they do is take the same original offer ads and maybe change up titles or headers or something, but it’s the same ad and just different format layouts and then they shove it in front of you in different platforms, whether it’s your newsfeed, your sidebar, your push notifications, your Twitter, whatever.
But it’s the same message
It shouldn’t be the same message
It should be a progression of conversations in your retargeting based on the time decay of your engagement with them
You don’t know whether they’ve, well, that’s not accurate
You do know if they do engage with your retargeting by the fact that they have statistics associated with it, but obviously if you create a trigger of completion where they have to go through the confirmation process, in this case booking a room or a reservation or a reservation, your restaurant or whatever the fulfillment is, then they’re taken off the list
Some platforms don’t even do that
Then that’s even more knowing somebody just already bought a hotel room from you
They’ve already booked with you and now they continue to see your ads all over the place as if you had never done business with them
Very frustrating and very amateurish.
The real value of retargeting is in thinking that the first exposure was not the conversion exposure
The first exposure was an awareness
It might be in the discovery phase of the guest
It might be in the conclusion point, but they still haven’t made a decision yet any which way they did not convert from that
That means the next engagement with them
The next retargeting should be an advancement of what was already presented to them
If it was an incentive value, then there should be incentive offers associated with it in the next conversation, whether it’s a price point or added amenities or better explanations of the variances of those amenities and then the next conversation, if that might be even a stronger incentive to imply that you understand that this is decision they’ve got to make
You don’t always have to keep discounting yourself in that conversation.
You don’t have to keep bringing down lower, lower, lower, or better bring your offers because if your price is your price and your price is a good price, it’s just a fact of maybe reaffirming that the price is an excellent choice, that the dates are an excellent choice, that the proximity or the amenities are an excellent choice or there’s an aspect of their travel that you can include with what they’re doing that they may not have been aware of
Those are additional amenity values that you can discuss with your guest on this progression of retargeting
But it goes in line with what you’re retargeting with the time span that you’re retargeting for and the frequency in which you’re targeting within that time span
, Obviously and this is nuances to this
If they’re looking at, and these are trigger dates, if they’re looking at something between three to 14 days, your frequency pattern will be much tighter and much more, um, intense, I should say.
You’re going to be more aggressive as to your content
If their discovery or their booking of interest with you is farther than 14 or even 21 days out and you have your different booking windows to decide this, then your frequency will be wider, longer and more a specific during the time cycle of discovery
So when they’re interested is just as important as what they’re interested in
If it’s event driven, obviously your time-sensitive at the events farther out, less time sensitive
So this retargeting has its variables that you don’t have to be invasive and rude to them by shoving it in front of them persistently
Now there’s also platform variations
Twitter is a four second seven second blink
If it’s not in their newsfeed when they see it, they’re less likely to even know that that was even there
Now when you have Google and you have the retargeting capabilities of it, you have Facebook, we were talking keeping these abilities that you have time sensitivities as to based on your demographics.
Is that a mother that’s looking to make the travel plans now you’re looking at maybe early Saturday mornings are good time to retarget them rather than just looking at the shoving it back out anytime during between the first time they make contact with you in the next time
, Um if it’s a business travel business, hours of interest might be of more concern to you basically on Tuesdays
Perhaps when there’s not a burden on Monday, not a well meetings time on Wednesday and a close of week on Friday
If it’s a family adventure but the family is coordinating it based on the discovery level, then you’re going to have to have variations to the data that you were using and the retargeting set
Maybe in one we’re targeting, you’ve talked about the parents value
The next one you’re talking about the child value
If it’s romantic giveaway off the beaten path, culinary, whatever the interest categories are, there’s a progression of conversation that comes with this.
Now how can you do this? You say, well, because you began to segment out the data according to their engagement from times past
Obviously his previous guests, you understood their previous interests doesn’t mean that’s the only time they’re going to be interested in you and it’s certainly as we all know by being multi types travelers that women that I’m a business traveler, the mix, I’m taking it a transient leisure travel, I’m a different traveler, but the same person, it’s their interest historically the time of year historically their time of interest futuristically, their curiosity based on query, their content views on your site
These all create custom pixels and for those who may not know this, and when it comes to Facebook and Google, you can translate what page they landed on with your website to create custom audiences to retarget based on the content that they looked at.
Obviously, if they’re looking at your wedding page, guess what? They’re interested in weddings
If they’re looking at their own man’s package, they’re interested, romance getaways, family venture on and on and on
So having segmented content on your website is just as a credit to Coke, to the component of retargeting as it is the data source that you’ve derived it from
Add to that that in your newsletters, whether you do this in general like a broadcast of Tada, here’s five or six things we want to talk to you about in our monthly newsletter
Make sure in your workflow tracking that as people engage in those different things you’re offering on your newsletter, that you’re silo in that data that says, Oh, we had a offer for military personnel on that newsletter and we had X number of people
Click on that now, besides from the conversion value, hopefulness of that, that data turns golden for anytime you want to reconstitute a military offer.
Same to for last minute deals, family adventures
So all of these create sources of content filter that allow you to retarget correctly with the proper frequency based on the interest with your guest, determined by platform that you feel the best is to communicate with them based on what they’re looking to travel for
And you get the really good retargeting campaigns that once you get that core data source, you can really stretch into a higher and longer value with, as you re target correctly in that incubation communication relationship building value proposition content that you support on your website, on the augments that and develops the same content sources for your retargeting so that you have it our technique of the week, retargeting in all its forms without irritating your potential guest
now this week’s news that you should know
news and show review
So this show, unfortunately I had to abbreviate my time on because I was in New York city
We’re doing a wonderful, uh, engagement with, um, travel tripper having taken over Pegasus and the absorption of the two together and the futuristic roadmap as to what they’re going to be offering is provided services as a fourth
And I was privileged to be asked to speak into the round table as to insights in anything that could be helpful for in their process of discovery and reconstitution of what they’re doing
So that was a lot of fun, but it also meant I was traveling, so I only got to speed and a little about the first 30 minutes on the, uh, the live show with me
My cohost Stephanie Smith, was generous to join me first follow with Coldwell marketing, followed by Tim Peter with Tim Peter associates, Robert Cole with Rashida Jones.
Shortly thereafter, followed by Lily Muckerman with T CRM and heads up and so to also Dan Waxman, a Sasado based out of Honolulu, but he was with me in New York
, He’d however, did have a different travel plans
He was able to spend a little more time on the shelf and then behind him was store Butler with fuel, not fuel travel anymore, but fuel
It’s kinda like, um, Prince, you know, just one name or uh, uh, what does it, the Elvis or um, you know, all those goes one name winners and so forth staying
Um, so I only got to participate in one topic conversation and that was a we watching <inaudible> spiral
, Um it seems like the owner or CEO is doubling down on their perspective
And to be fair to the article that we’re referring to, most of what he was referring to as being good business decisions seemed like decent business decisions.
If they lent you money, yes, yeah, you have three years to pay it back and where they’re going to want you to pay it back in three years, not just walk away from it
If you want to control your own rate, then they can’t make the guarantee of a certain minimum revenues that you’re going to make because they’re not controlling that stream any longer
So there was some counter logic to the fact that, you know, those examples were pretty soft when it came to other perspectives people have on oil, his rate and revenue management strategies, their penetration of market, their brand recognition, brand awareness, brand sustainability
There’s lots of other things I think there could have been pointed at that would’ve made stronger the point that Ohio has made some difficult decisions or poor decisions in both what they’re doing in the reorganization, but I think the points that were made out of the article weren’t as strong as they could have been based on what they were discussing, but that is not the topic I’d like to bring about for days.
That was the whole show recap
Forward slash live there
Look for show number 237 there’ll have all of the timestamps as to all the topics and articles that were discussed that I did not get to participate in and you’ll be able to go back and look at the timestamps and listen to that particular part of the show if you would not want to listen to it’s entirety to catch what they said about those particular topics
Plus also the entire well curated list from Mr
Robert Cole will be also on the show notes that you can find there, uh, at hospitality, digital marketing.com forward slash live
You can also sign up for his newsletter for free, which is a really great curated list
, Uh I think he’s going to start probably charging for it soon because it was very well, it had always been well received for these past two years at HSM AI for all of their boards.
It was covering a secret list that people followed religiously
And I think it’d be unfair for him to just keep throwing it out for free
We get to have it with the show, which is nice, but I think he’s going to start, uh, asking for subscription
But you can right now sign up for it at Bitly, bit
Dot L Y forward slash rock cheetah, all lowercase, no space
And you’ll be able to sign up for the new latest newsletter as it exists right now
So the two news articles that I’d like to talk about, um, and they probably were talked about to some degree in the show was Google’s customized travel search features receive massive traffic in the U S that’s one of them
And the article itself is very strong about what numbers are actually coming through with Google when it comes to how they’re dominating all of the traffic for their travel.
Now it’s not just that they are in the space, but from a U S traffic point of view to give you some comparison, the usage of Google flights and hotels and their vertical growth within this space, not their lateral growth of, you know, cube hyperlinks and helpful tools and techniques and trips and things and find out more kind of stuff or actual flights and hotel reservations and bookings of travels and so forth
They for the year of 2019 generate 674 million direct visits to their Google flights and hotels compared to the next closest one, which is Expedia at 360 after that would be booking SOC comma three 33 and then TripAdvisor two Oh seven so I wouldn’t say over double cause it’s not quite there, but it is very close to being almost double its nearest competitor and certainly more than both of its second and third place booking Expedia combined.
So or almost as much I should say
So with that, you have to know that Google is truly, as we said, many episodes before the 800 pound gorilla
They’re the ones that are at the beginning of the fountain
They’re beginning of the stream that can control the traffic that even comes to us as hoteliers, as brands, as OTAs, as everyone
And of course this is dominant in the U S they’re not near as dominant in the international communities by far, but they are substantively growing, uh, when it comes to that, it’s not as if they’re on the downside to it
It’s just a growing in, uh, aspect to the globalization
Obviously China is not in that impact because China does not have, Google did not allow it in, but it is a growing segment in EU, in Canada, in APAC, outside of China
, Um South America that is only growing larger.
And because of that, all things flow through Google
And we know this and it is very imperative from our strategies as hotel yeas, uh, as restaurant tours that we play within their sandbox, do what it is they want us to do
But remember, our retainer relationship with our guests is something that is not in Google’s hands
It’s an ours
How well we succeed in their guest satisfaction, how well we communicate with our guests directly
VR or emails are aspects of communication with our guests is probably the most paramount way that we can somehow keep our individuality rather than our commoditization of our product
So very important that we keep sight of the fact that Google is in a dominant way, the thing to be concerned with
So our other article, which is going kind of in a vein Contra to a little bit of our concerns as in our current economies with a, the coronavirus really making a negative impact on travel interest and destinations regardless of the fact of how well your rate or how great your product, just a concern of travel at this point.
This is a positive side to this and that is what’s next in travel, a nature treks, trips to the past and conscious and conscientious dining
I’m not then the way that you would normally think of topics when it comes to, um, you know, we, we talk about color, Murray adventures and so forth
We talk about cultural adventures
We talk about, uh, uh, those types of focuses on travel
But these are a little bit more centric, a little bit smaller in scope and a little bit more less primary tourist destination
This isn’t going to Venice to see Italy
This is going to a very small village elsewhere in Italy and experience more, I wouldn’t say more authentic, but in a different authentic experience of being in Italy, um, or in Morocco or what have you
And some of these, like for instance, the first categorization was nature calls.
Now we all know that there’s, there’s the, the adventure or the soft adventure
Sometimes we had to classify them, but what they’re finding now is that people are not just looking at the tourists
, Oh I’ve got to show up the Colorado river and take a river raft ride
, No they’re talking about taking snowshoes under the stars in park city, Utah
, Um sunrise hike at Ella rock in Sri Lanka
These not so well known things, but truly adventurous things are now a part of the discovery of the depth of what the internet can now provide us
That people are looking for other things other than what is highlighted
, Oh get to go to the grand Canyon, look down the Canyon and take up pictures
, Oh got to go to Colorado river, right on the Rapids
I’ve got to go to New York city and go up to the IMF or the empire state building.
That is the known now these are the discovered and it’s really great article about some of the things that people are finding in that aspect
One is going back in time is now in Vogue, which is the history experience
Now we talked about the closest categorization we usually would mention is the cultural one, a looking at a culture of a country that you’re going to, but this is actually even in your own and also in other countries doing things that aren’t the traditional touristy haven’t been done before
Things I’m looking at, let’s see, it was a hidden room in bone Crips in Rome, Italy, which is the catacombs, which Mount a lot of people went to even though it has been there for quite a while, obviously
, Uh but it’s not one of the more major features of going to Rome free walking tour
, Um the Dutch countryside outside of Amsterdam
, Um these are, these are just some of the variations too
Amsterdam’s an amazing city to go see
And there certainly a budget, things that make it worth going to Amsterdam to see
These are more things to see outside of being in Amsterdam
They give you even more reason to travel to the area for itself
, Um also to his people because whether it’d be the stress of the world or what have you, begin to realize that vacations shouldn’t be so overly planned and full of Chuck full of things
But sometimes just disconnecting is good enough for vacation
, Um there’s a lot of meditation and sound journey stuff
Joshua tree, California waterfall meditation and <inaudible>, Honolulu, Hawaii, um, mile high mystic meditation in Denver
These are things, I mean, Denver is an amazing city to go visit
So to our cities nearby or townships nearby, like Aspen and Vail going through the mountains and so forth and, and the, and the Gorge train and all the touristy things that are in that area.
These are things beyond that and for a different categorization of travel
Why do we bring these up? Because these are niches that from a hotelier’s point of view, you have to broaden your perspective of what people travel to your destination market for
There could be other things that you just take for granted or weren’t even aware of in your market that aren’t tourist centric
The CVB hasn’t listed in its top 10 things but are truly worth finding and discovering in your own market
, Uh they might be a brewery that you weren’t aware of or the fact that there’s multiple breweries that you weren’t aware of
There might be certain parks or places that people like because of meditation, what have you that make them a nexus for please, please come and visit you for there could be ghost tours, there can be lots of fun things that people will find interest in these, I wouldn’t say niche markets or even long tail markets, but there’s certainly not the broad spectrum markets.
They are the less mass market finites
, Uh they’re also more tiny home travels and low shepherd huts and places to go to that aren’t necessarily the big box hotels
And I bring this up because oftentimes people revert to the most convenient, standardized
I mean brand means homogeny meaning I know what to expect going there because I’m just going to see the same thing in one place
I’m going to see in the other ones
That’s why we, Donald’s was as famous as it was, is a big Mac was a big Mac
You didn’t have to wonder whether the mom and pop hamburger joint you’re pulling into in the town you’d never been in was actually going to be edible
Now we’re discovering that we can learn all that on the internet long before we show up
So we don’t need to worry about the brand value as much.
And this is a reflection of that there’s, there’s lots of little places to go to, uh, also eating clean and consciously, uh, conscientiously, excuse me, um, where it’s just not finding the really cool restaurants, but finding the restaurants that are truly unique in where they are for what they are at farm to tables and other restaurants that only the locals know
And I know this is a a very high value, but for a lot of people traveling, nobody wants to just go to the standard restaurants
I mean we make it a point to where my wife and I travel that if we go into a chain restaurants only because that’s our only option of either because of convenience, because we’re really driving down the road and you just need to grab a bike, pull through and continue on
Or it’s the only thing that’s in the airport and we got to get it cause we’ve got to get on a plane and that’s about it.
Outside of that, we refuse to go over and do chain because that’s part of the excitement of being the destination is finding out what is unique to that destination for dining
So these are some of the aspects that I thought were really great news articles associated with what’s next in travel
, Nature treks, trips to the past, conscientious dining, all these ones are now new ways of redefining the Traveler’s motivation to your market, potentially so they have it
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