Hospitality Marketing the Podcast Show 280

Hospitality Marketing The Podcast Show 280 Transcripts (English U.S.)

Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 280 with your host, Loren Gray.

Hello, everyone, and welcome to hospitality marketing the podcast. I’m your host, Lauren Gray, and this is episode number 280. So 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 a.m. Eastern US time so that let’s get started on now,

Announcer — Today’s new resource tool.

So our tools actually tool, which is our unique. We usually have multiples, but we’re gonna talk about one today. Our tool for review this week is not as sexy as some of the ones we’ve been talking about times past, and certainly not as sharp and polished, but it is incredibly valuable. And, of course, in our technique section will talk why, as toe you want to look at this tool in depth and is a platform that has kind of matured out of the industry, changes that have been happening over the past couple of years and how people have been at chipping at the rock, so to speak, on things to do for about these things.

So with no further ado, let me talk about the platform called iubenda i u b n d a dot com iubenda. The platform itself is about legal compliance. Now we know when GDP are ruled out and that’s been a few years back a couple years back and in C C p. A. And of course, there are multiple countries. Now they’re coming up with their own terms of conditions. Canada, of course, was preeminently. Probably the first that came up with their compliance is for Cannes spam laws, um, and countries air coming up.

Brazil’s come up with theirs on. We know in the United States there’s 28 different states. They’re trying to come up with their own version of the C c p A. That can California has done in their own terms, and they’re all gonna be similar but dissimilar, variant and so forth. Keeping track of that would be a warm body in a chair in your office, which is totally not worth, although if you get fined very much worth, um, having somebody there now, there have been components and factors and we talked about GPR compliance and creating the GDR compliant workbook.

And there was a software program that featured now, a couple of years ago about that, but the whole I be you benda platform is based on a comprehensive, uh, compliance solution overview. It talks very much about controlling privacy and cookie policies you cookie law terms and conditions. Judy American sense ccps disclosures. It also keeps track of those people that have acknowledged the acceptance of your cookies, acceptance of your policies, acceptance of your terms and conditions, your updated terms, condition. It does all of it together in one spot.

And the cool part is it keeps itself updated. So if any variations begin to creep enough changes or things that need to be added and or things that need to get added that you haven’t added yourself out of this election process of what you’re wanting to include, it will notify you, keep you up to date if not already doing it for you, which makes it a very powerful tool on the set and forget scale for those of you that have to control your websites and compliance and the teeth to a lot of these is very painful.

We know G d P r has a you know the teeth to it as to the fees associated with percentage of your gross incomes organization. CCP even has bigger teeth that there is no limit to the claim against you and could actually destroy your business. Should class actions should be able to be fought against you so far and so on. The cost per person is astronomically and un ended, so there is a lot of bad side if you don’t do these things a lot of good side.

If you do do these things, but to do the good side of it requires right now, other than looking at platforms like how you bend up are very expensive to do and time consuming to maintain. So our tool this week is I you benda i u b n d a dot com And that brings us to our technique of the week

Announcer — Now for this week’s hospitality technique.

So our technique this week is related to legal, but the statement of our technique is getting your legal ducks in a row before it gets crazy.

Why am I bringing up the week before Christmas? Legalese? Well, because we are knowing that for once, and finally we are seeing a light at the end of the tunnel. When it comes to the cove, it hopefully and that is the distribution of vaccine vaccine number one with five vaccine number two with Madonna and then eventually Vaccine three, hopefully and variations thereof. Hopefully, from that point forward from that, we know that that will be probably according to Stuart Butler, obviously, in our discussions, one of the single most things we can do for ourselves to help our industry begin the recovery process by people feeling and also being safer in travel choices, travel means and going out to restaurants and everything else that we offer in our hospitality space.

So we in our budgeting process with my clients especially you start talking about an inception point where the impact of the full throttle of this penned up travel for those financially still capable and competent of and work wise and what have you and all the other restrictions of schooling and kids and everything else, all of that. When is it coming to your market? And that inception point has to be tended to be calculated backwards as to what are you going to begin to do to make yourself heard and shown and market and destination?

How are you gonna be in to cultivate all the features and finesse of who it is that’s gonna be willing and wanting to travel to your market? And we’ve talked about a multiple, it amount of tools, techniques and things that you need to begin doing and have should have been doing to be prepared for that inception moment of that surge Onda from that this is a component we have not really broached but needs to be broached because in this attempted potential deluge of demand and interest and demand to your site, if you have maybe stopped and cold down your costs, as most companies have, and if you stayed in existence, maintained yourself on life support and if you close your business left it on a shelf, you’re coming back to a new world or now will be faced with the new World.

If you’re still running. Where if you hadn’t invested in cleaning up the navigation of your website, the analytics of your website. All the things we’ve talked in previous podcast there is in addition to that and that is the legal capabilities of your website. Are you covered in all the things that you’re doing with your website? For all the rules that have now been rolled into force coming into force have modified been in force and things that maybe you were going to get to be when the covert first hit and you never got to or things that you didn’t get to, that you won’t even know where you needed to get too or just the expansion of things that you need to do because it was face it.

A lot of people didn’t invest in building a new website During this downtime. Other people have the capacities of doing so. They did. They were able to update their their terms and conditions. And what have you the legal aspects and the cookie acceptance and non acceptance? Of course, we already know the cookies are already transitioning as to how Google, with their G A four is coming out, and the diminishment of third party cookie usage and capabilities of tracking all that’s changing as well. But the permissions based relationship of people with your website is dynamic and ever changing, As I mentioned earlier in the US for the 28 states, they’re trying to create their own version of the C C p.

1. The California model, that they will all have their own terms and conditions. Now granted, there will be some similarities, but they’re also be dissimilarities. Do you know how to segment your audiences from each of those states to know whether your compliance with that states you’re not being fined? And then, of course, three anticipation is the United States will come out with its own umbrella version of all of this is, well, whether that supersedes the state’s adds to the States whose but it’s not known. It is so far behind on the list of other things that are going on in our politics today.

We don’t know what that means to us, but what it does mean is that there this is a reality of of now on audit. Now that has to be done now in relationship to getting your legal ducks in a row making sure that when this deluge of interest in traffic to your website comes through and you’re acquiring data and you’re still going on old guidelines or old websites that don’t define in your terms and conditions, what did data is being used for, or what you plan on who has access to it or how it’s being securely stored?

Or how can I’m having trouble hearing you? And that’s my Syria popping in for all of those things, you need to make sure that you are prepared and set toe have all of that legal coverage that you need in terms and conditions and your cookies and everything else that you’re doing in place. So our technique this week is getting your legal ducks in a row before it gets crazy, using tools like the one we mentioned earlier. And there are others. But are you? Bend A seems to be a very great new, progressive, all inclusive platform for doing just that, so that now brings us to our news and show review.

Announcer –Now, this week’s hospitality news that you should know.

So our news and show review We had a wonderful, very entertaining co host this week uh, this was cloudy and font, vice president of Margaritaville for Revenue Management. Uh, she is also one of the founding women Off thrive in hospitality, which is to reestablish the opportunities for women within the hospitality spectrum. Now we’ve had made this a bit of a vanguard conversation with previous guests hosts as well. As’s you all remember we had Cat Mohammad, who was with formerly Alcoa as the director of education.

Move into, uh, role in which she was working with the company was to develop women’s business opportunities in hospitality and Beyond than just hospitality and industry. Uh, we had Tracy Prigmore, who was also one of our co host with us things week as well. Who started, uh, she has a deal, which was a kind of a shark tank, women pitching hotel openings to riel investors. And if they won the contest, they themselves also got funding from Tracy as well to pursue that. And they were really intangible proposals, not fictitious or hypotheticals.

But these air riel proposals that, if invested, would be opening. And she did that in the midst of the covert as well. So congratulations to her. We also had any infant with git Go who worked with and it does her own her sales but features women in business and and she was with us also is coasters. But Claudia was bringing a unique twist to the fact that other than also being a woman in hospitality and being high up in the search or into seniority of management of a very excellent branding, uh, she also being Hispanic, uh, and had the trials and tribulations associated with the ethnic variations as to how people perceive women and ethnicities within our business.

Um, it was a fascinating conversation. We also have with us Adele Gutman, who started her own company. She, uh, aspiration, uh, reputation, aspire reputation marketing. Excuse me for not saying that correctly. First we all, said Dean Schmidt, who founded his company, which is Base Camp Meta and Meta Search marketing. We have Melissa Cavanagh, who is high ranking within the company for, um, fuel travel. We had 10 Carlyle, who is also high ranking within the company of Milestone Internet. We had Stephanie Smith, who started her own company, Caldwell Marketing Tim Peter with Tim Peter Associates, Tristan Hayward with three and six marketing again Amy and Fonte with git go a least Curtis, who is also VP of hospitality for Margaritaville.

Tracy Prewar, as I mentioned, who has her own company as a consultant for hospitality and Mr Stewart, but also its fuel travel CEO Fuel travel. So we had a really excellent board of hosts toe open up and truly talk about, uh, most of the guys were relatively quiet, other than the perceptions of support of how we feel. This is such a critical issue from our conversations and dialogue. We know that through the abatement of employment and hospitality, an abnormal amount, percentage of that is female based. Now, whether that is cultural, whether that is income opportunities, whatever the contributions to that is, it was a very massive percentage of those that lost their jobs, their incomes, their livelihoods from hospitality that were female and is not anticipated that a tremendous amount of those will actually be coming back in the near future.

Whether that’s because of the positions that they were running and or the restrictions over their family opportunities to be able to do so. If there’s a mixture of things, as Claudia pointed out, that’s a There’s multiple aspects to this as to why thes things exist the way they do and why This percentages have hit the way they have and what the rial obstacles are and the thrive when women and hospitality is looking to try to begin to dissect some of that towards opportunities for the women in management and women’s and opportunities of positions of supervisor roles within the industry to bring back that tragic loss segment of women within our industry.

Um, of course, the link to what they’re doing it will be available in our show. Notes, uh, for anyone to be able to get back along with the link notes of all the things that Robert Cole, who provides an amazingly excellent news list of things for the week that are highlighted from Rock Cheetah. If you would like to sign up, it’s free, which is amazing, considering the content you can go to bit Lee Beit el y forward slash rock Cheetah All Lower case No space and you can set up for his amazing excellent newsletter that has all relevant information for this week.

Associate with news in our industry that would impact your business. Um, we went through, It’s hard to really snaps greatest short synopsis as to the emotions we went through as to the inequities within the industry and historically for women. And it’s hard to go through the’s stories. Hearing Amy gave some very pointed stories, as did most of the women, also of the, uh, the unspoken obstacles that women have three unspoken perceptions that they have to go through and the challenges to that. And I know it’s not unique just to hospitality.

But being that that’s the lane that we chose for this show, um, that was the focus of our dialogue the entire time. So the need for honest mentoring, the need for the hospitality industry to reevaluate how it treats gender within our our industry are all things that we touched off on the conversation and very powerful stories that were shared. It was very, very much, uh, one of our most excellent shows that we’ve had all year long, and we sincerely appreciate Claudia for joining us, as do all all of our co host with us.

Is that so? They haven’t as a recap for the news. Um, for a news article, it’s really hard to identify given that the main focus of most conversation this week, it was about the vaccine and its impact on our industry. As Stewart so predominantly consists and points out, the success of the beginning of the recover industry is based on the acceptance of the vaccine and its use and Gemma population. The more the people take the vaccine them, or it is safer for those to travel or to make considerations and choices of travel and also go out to restaurants and all the other things that we offer within hospitality.

So it is critical for us to be solidly behind endorsing and encouraging everyone to stop the insanity of the stupidity of not mask wearing or, uh, conspiracy theory, Bs and everything else, and realize the vaccine is our way through. This is not defying the law and going to a restaurant in support of small business that only kills the restaurant. The future tense because it continues to spread this ever changing virus and create scenarios in which areas will have to perfectly shut down hard shut down, totally stop doing things to try to get it under control, where if we just take the vaccine where our mass wash our hands, keep our distance.

We can get past this to the point where we could go back to the world that we want. So I can only echo what Stewart says when when he is emphatic about taking the vaccine is literally the lifeline to our industry and the sooner the better. So with that, remember, you can find us on Google Play Apple iTunes I Heart radio soundcloud stitcher, Spotify, Pandora. The list goes on 39 platforms and counting or even on Amazon’s Alexa Google assistant. And, as you heard earlier in the podcast serial, when you talk too loud, just asked to play the hospitality marketing podcast and no matter which one you may use.

If you like the show, please rate us and leave a comment. Uh, that gives us feedback as to what you’re wanting to hear, whether you liked what we talked about. It also helps others find and discover this content as well. Also, this is your first time hearing us You have subscribed to our show on any of those 39 platforms that I mentioned briefly, Um, and we’d love to have you subscribe to us. We are in 32 countries and counting, which is amazing. And we’re transcribing the podcast in 11 languages Weekly as well.

For those for subtitles as well. On the transcripts. For an archive of all the previous podcast, including the links and everything that we mentioned within the show, you could go to hospitality digital marketing dot com, forward slash podcasts. And don’t forget our live video talk show that I mentioned that you can join and participate in every Friday at 11 30 Eastern US time. Called This Week in Hospitality Marketing The Live Show some of the go to hospitality digital marketing dot com forward slash live there, you’ll see, uh, this current episode 280 plus all previous tenants.

So now we’ve been doing it for now for seven years. Every Friday never missed a week. And we’re now again also in over 32 countries for it, actually, and over 25,000 and weekly listeners and subscribers and viewers. So with that, thank you for the privilege of your time. And we look forward to talking to you next week. Yes. Christmas day we will have a podcast is well, so we look forward to having you listen to our podcast, our Christmas special podcast. So again, Thank you. And we look forward to talking to you real soon.

Announcer — You have been listening to this week in hospitality Marketing, the podcast show 280. Brought to you by hospitality, digital marketing and in support of the HSMAI Hospitality Sales and Marketing Association International. All right, reserved copyright 2020.