Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #286 where 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 let’s get started;
01:44 — Bidding Farewell to The Standard Hotel After Its 22-Year Run
01:54 — Microsoft Patent Shows Plans to Revive Dead Loved Ones as Chatbots
02:06 — Show Ends
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Hospitality Marketing The Podcast Show 286 Transcript (English U.S.)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 286 with your host, Loren Gray.
Hello, everyone, and welcome to hospitality marketing the podcast. I’m your host, Loren Gray, and this is episode number 286. 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 then, let’s get started.
Announcer — now today’s new resource tool.
So our tools for review and there are multiples. As always, we’ll have. Of course, it’s theme related to our technique this week, and I’d like to address the first one, um, straight up. It’s called spark chart dot com. So what is spark chart dot com S p a R K C H a r t dot com This is a survey building platform. Now we’re gonna talk a little bit more about this, obviously, but let me go refer to what makes spark chart one something that we want to talk about today.
It allows you to customize and brand your surveys very robust way with lots of metrics, lots of data analysis. Ah, lots of track ability. Lost segmentation is a lot of conditional logic, statements and strings. And if all these terms sound alien to it’s all value proposition, according to making surveys surveys, in my mind is an art form. Thinking through the way I approach this survey most of time is if you got the answer to a question you’re thinking about, what would you do with it? And that actually forms the question instead of coming with question and see what you do with the answer, It’s better to say, What would I do if I had this information with it?
So what kind of question would I want to ask about it? That’s the best way of doing surveys. Also, you have to realize that there’s a time sensitivity to it. Fatigue to take surveys, uh, need to tell your users that are generous enough to spend their time to give you survey information that there’s either a reward to it or an end to it, and the progress to it so that they don’t just abandon it like Okay, I’m enough. I figured B two minutes. It’s now five minutes.
I’m done. You keep asking questions, I don’t care. And then also the aversion to it. They realized very quickly. People figure out surveys that if they answer positive in some way with a question, it usually solicits a subset question associated with that question. So they tend to just like I don’t want to deal with that. I’d much rather say no than to say yes and have to answer further. So making a creative, making an interesting making an interactive spark. Chuck does a very good job of that.
It gives you a lot of diversification is to the type of question types multiple choice. Uh, single answer s a short answer. Positive negatives. And it also varies up some of the ways you could make questions that it doesn’t seem to patterned. So that’s the first toe Tulis spark chart dot com, followed by ah free version of variations to this not as robust, not as diverse. Not as intuitive and certainly not as granular and its capabilities, but very helpful. None the same Aziz Google’s forms. Google forms are phenomenal, uh, in creating a means of getting quick and easy dialogue.
Remembering whatever you do on Google stays with Google. If that’s a good way of saying in, um eso the data that you’re gathering on the context you’re gathering, it turns into information and content and data that will also help Google understand what you’re learning from this as well. Um, the third tool that I would like to refer to is type form. This is the sexy beast of surveys and forms. Type form really is a very beautiful engagement. Um, visually added, very smooth. It’s got great lines. Great font.
It’s not so mechanical looking so factual looking so drab. If you make it, you could beautify it in wonderful ways. And, of course, as by its very name type form, it just isn’t. Surveys create a lot of forms, engagements, interaction, requirements of figuring out and having people fell out. Information is useful for whatever context you’re asking for that information for spark. Chuck does that to also given my type Form has a mobile variation to it, as does spark chart, which we know is very critically important for engagement people.
You’re not relying on people to use just their desktops for these things. You know that mobile is the Internet, so everything has to go through that mobile filter of being usable. I also want to throw him one other tool that has a relationship relative value to our technique today, and that is surveys dot google dot com. Surveys by google dot com or surveys dot google dot com should say, uh allows you to tap into a massive data platform Google’s data platform on getting an audience to engage with that’s massive, statistically relevant by far that will help you interpret data, understand it better.
So you’re not basing it on assumption. And as much as you’re basing it on numbers and actual data based on responses and interesting queries, with that being said, the caveat is Aziz, you create filters for your surveys that you’re asking Google to create. You are also self creating the answer. Should you be tailored to whom you’re sending this survey, too, and I mean that if you’re always looking at people that have an income level of a certain level or a destination of a certain interest or a demographics of a certain type, you’re destined to get the skewed information related to the people you’re asking to answer the questions from.
That’s critically important after what we’re coming up to, which is our technique of the week.
Announcer — now for this week’s hospitality technique.
So our technique this week related to our three tools, which once again our spark turk dot com, Google forms and surveys dot google dot com and type form dot com. And our technique is optimism or reality. What should we really be planning for now? This is a dialogue that came up both in our live show today and in conversations I’ve had on some women are presentations.
I was very fortunate to be asked to participate in the most recent One was for the HSM II chapter in British Columbia, where I went through a lot of tools and functionalities associate with starting with no money and working your way up to spending some money to then investing in even more money based on the return on investment that you’re creating. Out of that conversation came kind of a crossover dialogue. We are faced with a lot of sources of information that I would interpret as being very optimistic.
One of those is fuel travel. I’m a believer in their survey. I believe it’s statistically relevant. All those small in comparison to, like, main skill, huge surveys from Price Waterhouse or something like this. But they have several 1000 people that participate, which creates relevance. But we also know it’s relatively scooters to the database that they’re going to and who in fact is is working, are responding to their information. And so there is a skew as to whom A is actually responding lends itself to the answers you’re getting, as I mentioned earlier.
But a lot of the conversation was of consumer sentiment that they had, uh, echoed also by other information coming from, uh, World Tourism and Tourism organizations and presentations that was participating with HSM II is and asking our potential future gas. Uh, when is that? They like to travel optimistically. Everybody wants to travel right now, every optimistically every wants to get back a traveling again. So the respondents information about how soon that ISS about when that ISS is based on optimistic Lee when they would like to think that they can not, whether that is actually based in when people think that they’re willing to, Um and even then that’s still optimistic because it’s a matter of perception.
We have to base it on more realistic benchmarks as to vaccine saturation, herd immunity, speed of vaccinations, variations to to the cova that create different scenarios that we’ve yet to face in the sense of of how many people catch it and how fast they catch it and how severe it is and hospitalizations. And what have you all these metrics that we have gotten so painfully aware of these past months on how they play against each other? Of course, the media. Um well, you know, the example that I had was this whole Gamestop scenario where, uh, kind of peek behind the veil that you know, things Wealth creation is based on basically a stacked deck.
It’s biased as to how and who people can participate with, well, also to, as I brought up when talking with Robert, calling the Live Show, which will go through a little bit more detail, um, was the fact that we’re getting data from the industry that wants to make sure we’re all positive about what the industry is gonna dio. And sometimes we catch associations touting gloom and doom for when their hand is out for monies but in the same course, turning around to their constituents and membership, saying how bright, optimistic the future is going to be.
It’s kind of a tale of two worlds. You can’t have both, but you’re playing to both. So optimism versus reality optimism is a lot of what we’re doing in this survey information that we’re receiving. People are optimistic that towards the end or mid of summer is when they feel they’re gonna be able to travel because they feel at that point whatever safety thresholds preventing them from making that decision now, or demand or business, whatever have you will be better for them at that time for them to actually physically translate their interest into action.
That, to me, is optimism. Even in my best feelings, I feel like we wouldn’t really see. And wouldn’t it be much a surge is it would be bursts. In that sense, it’s not an overwhelming everybody all at once. The lights go on and we have a hockey stick growth of business, but rather it’s gonna be Burst Region ality demographically, financially capable. There’s gonna be so many variations to the reality of what this surge of interest based on market and what have you is going to be. This isn’t the one day bad next day. Good.
It’s one day bad next day. Good for some places, types of industry, whether it’s businesses, whether it’s resort destination resort destination market, whether related, covert related, demographically related income available. Related. There’s a lot of moving gears tothis so optimistic. Lee Summertime forward is the optimism of letter in your growth for us. Reality is we’re really not going to get to substantive percentages of improvement until probably next year, based on vaccine vaccine distribution variations to covert being addressed by the vaccination herd. Immunity, uh, reduction in in in in people’s getting of covert based on vaccinations and others who have already gotten it.
But we don’t know how well people can still transmit thes variations to CO of it, and they impact more importantly, on people’s perceptions of the ability to travel, not trying to be a medical person here, just the impact of people’s decision making process as it relates to how to market to them that part is the my wheelhouse as Malene being medical Not so much. I’m running the same news you all are. How does this affect people’s decision? Process? That’s what I translate. That’s why I look and say, What do I tell my clients?
What do I tell people that ask in the industry what I think is gonna be happening based on factors associative with what is being displayed as reality and data? And so there is a distinction between optimism reality. How does this relate to our tools of spark Chart Surveys dot Google forms Google and type form the best people to keep engaged with our your own people. People that have used your product before plan on coming back to you. And for those who have now found a new found interest based on your marketing efforts of wanting to come with you, what is they’re interested in doing one of the interested in doing it.
What is it is going to get them to come with you. The best people to ask are the people that you’re wanting to do business with, not the potent Tates like me or anyone else that talks about trends and potentials and optimism is in surveys of general population and feel good fun stuff. It’s the reality of whom you’re going to do business with talking to them, asking them questions via surveys. And it’s just not sending him a blank form of multiple pages, hoping they’re gonna answer all the questions you may have to give them incentives.
If you do this, I can give you this. You may have to give them carrots at the end of stick. By doing this, I can offer this whatever it is. People know that data is no longer a free, it’s valuable commodity, and because of that, they need to go over and be rewarded for the efforts and information that they provide. So our technique this week is a discussion of optimism versus re or reality. What should we really be planning for? And to use our tools, spark chart?
Google forms surveys at Google and type form into collaborating and communicating with the people that would actually be doing business with us. So there we go.
Announcer — now, this week’s hospitality news that you should know
So news and show review our co host this week. We’re really lots of fun with It was an open mike sessions, so to speak. We didn’t have a particularly special co host, although it was nice to have a me and font with get go. Who doesn’t get to join us very often. She was with us.
We had Dean Schmidt with Base Camp Meta Meta Search Marketing. We have Mr Robert Cole, which was also a treat. Um, given he was very busy and he just had another anniversary with his wife. Why she puts up with him. We still haven’t figured that out, but maybe it’s medication involved. I’m not sure. Yeah. And Mr Robert Coles with Our Rock Cheetah Adele Gutman with a spy reputation, marketing And, of course, as I mentioned before, Amy and Front with git go, uh, Sales. She does sales, training and sales teams, which was really strong focus of a conversation today because I really having the blessing of having a me come into the conversation with Adele already with us, it was really a chance to collaborate on the value proposition of sales teams, the need for experienced professional sales people in our current environment, we talked a lot about, instead of waiting for the business to show up on our doorstep, which is meaning were the last to be told.
It’s better to bring in the skilled professionals that know how to cultivate, create and solicit business as it’s out in market. Because there is business in the market, there are still travel needs of people that are still travel requirements and, ironically, still group and corporate travel, albeit diminished by far. But there’s still some requested needs. What you’re not hearing about a lot of times in the market is that there are lots of companies that are still having to do this, but they’re not broadcasting their traveling one because there is this polarity and perceptions of traveling.
No travel, where people that are poo pooing on them because they are traveling or people that are non massacres that are applauding the rebel is, um in them or whatever. Just to get out of that dialogue, they’re just quietly going about their business, having somebody that is an expert in dialogue and relationship building and cultivation of leads and cultivation of communication. Contract negotiations thes are heightened skill sets. Or, as I made the example, I can drive a car, doesn’t mean I can drive a car in NASCAR.
It’s the same technical thing. It’s a way different. Professional capability and again, salespeople are often and had been, the first to cut revenue managers included as to being an unnecessary commodity in the bandwidth of what they were trying to afford to keep the business alive. Um, now, as businesses air looking to either reconnect or redevelop or just can’t wait any longer, and they got to go out and start building business because they’ve exhausted their coffers, hoping they could weather the storm, so to speak, uh, the storms lasted longer than they have money to weather the storm.
So they’ve got to find a safe harbor. They got to find a means to do business, and so they’re out looking for. And there’s a tremendous amount of amazingly excellent resource is of sales people on the market right now that have been let go by. Other agencies are other organizations that are more than willing to take the mantle on and do good, and those ones that are best to suit that are the ones that perpetually kept their training and expanded their training, as was brought up by dean that this is the time to learn the skills, to hone the skills, to improve the skills, to keep the sharp edge of what you’re capable of doing Now.
That way, as when you get asked to do or trying to find places they’re willing to hire you to do, you can just demonstrate that you just don’t have the old skill sets of what it takes. Theme the what they might want skill sets. But the innovative skill sets the ones that you need that it’s one thing to go over and say I can pick up a phone and call. It’s another thing to do You know how to set up an email campaign? Do you know how to set up a list?
Do you know how to do incubation and logic strings for CRM data? Do you know how to cultivate list? You know how to research people? Do you know how to find out how to connect with people? How to cold call, which is an old school? But it’s still a valuable tool in commodity is to How do you reach out with people to see what business opportunities air there. How to cultivate brands. Resource is what skill says. You know, about those how to cultivate marketing resource is to know how to read and interpret demographic data, marketing data, traffic, you know, uh, Democrat destination data, all that stuff their skills that have to be equally valued now in the sales, uh, directory of information as much as it is marketing or of a new management, it’s a It’s a, uh, gathering of all three disciplines into a more cohesive, um uh, service profile.
So with that in mind, we had some really great discussions about that, Robert, of course, with his amazing the excellent curated list from Rock Cheetah, which you can sign up for a bit lee dot ah b i t dot l y ford slash rock Cheetah All lower case. No space he does A great curated weekly list of news items and content that is worthy of consideration is to affect the industry. That week, we talked a little bit about someone we talked about his boop, which is always a good version of it, which is good in a nostalgia going.
Unfortunately, I was a reference to bidding farewell to the standard hotel out in California after 22 years, one of those hotels that our iconic in its newsworthiness, um so many things happened such notoriety of things in a positive way that happened. Um, it’s just a hotel. You know where it was, like the Beverly Hills Hilton or the Chelsea in New York when it was around. Uh, these hotels, it just goes to show you that the devastating impact on the industry is truly deep. It affects these places that you wouldn’t think we talked, Uh, sadly, about some iconic restaurants in New York and L being running with a library collection New York for so long, very familiar with the New York market.
Um, just, you know, the sadness of some of these restaurants that have weathered so many things to end up not being able to last through this eso they the boop, however warm and fuzzy about remembering the standard hotel, it’s also sad. It’s implication is to losing these types of institutions that have been such mainstay of our industry. And, of course, the rot row. It was in reference, Thio uh, Microsoft patent shows plans to revive dead loved ones via is Chatbots, which at first I thought when I first looked the artist like, Oh, this is just how demonstrating the technology associated with deep fakes.
And, you know, actors and actresses that a different points of prime of your Star Trek fan or Star Wars fan, you know, bringing back mark ammo for as Luke in the middle of the man DeLorean, uh, with E c. G and so forth, that kind of thing. But it actually is. No, it’s talking truly about the fact that with enough information and enough imagery and enough, uh, dialogue, audio writing context or not that a I or this patent that they were talking about can actually emulate a lot of the nuance associated with somebody their mannerisms for apology and in terms that they would tend to use in the sense of this AI entity.
Very much dark mirror stuff for those who you watch the show as to the darker side of the technology that we’re witnessing the growth of in these days. So it was interesting, right? Road discussion? Um, we did have again going back to we had a tremendous amounts of conversation. Most of our conversation was based on creating culture within the hotel as a defining difference between you and other hotels, especially if you’re Vendela white boxes. Uh, we talked about sales coaching sales planners on so forth would get go with, uh, Amy.
And, uh, we talked with Dean about the fact that there’s this learning curve, a bus with metta. And even though meta is not the lead card and a lot of stuff because of its very nature of spontaneous or short term opportunity, value proposition pick up knowing it better and knowing how to use it and knowing to use it not to exclude it from the tools in the toolkit that just didn’t they do it and do it affordably still means you’re getting business from it. So lots of fun conversations about that with that on the on the live show.
It was a really good fun conversation. We ended a little bit over two hours is normal on. It was a fun dialogue. So with that, remember, you can find us on Google play apple iTunes I heart radio soundcloud stitcher Spotify Pandora. The list goes on to actually 39 platforms and counting, or even on Amazon’s Alexa Google assistant in Syria, just asked to play the hospitality marketing podcast, no matter which one you may use. If you like the show, please rate us and leave a comment that helps others find our content.
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Eastern US time called This Week in Hospital Totality Marketing the live show. Or for that you can see if we go to hospitality. Digital marketing dot com forward slash live and look for sure Number 286 this week. It’s also close captioned in now, 11 languages. For all of those they’re traveling from our 39 countries and counting 39 seems to be the magic number these days, Um, for the live show in 32 countries. Now for our podcast eso, we haven’t in 11 different languages based on the countries that are listening to us. So thank you for everyone globally for listening to and watching our live shows and podcasts so that thank you for the privilege of your time.
And we look forward to talking to you next week.
Announcer — You have been listening to this week in Hospitality Marketing, the Podcast show 286 brought to you by hospitality, digital marketing and in support of the HSMAI Hospitality Sales and Marketing Association International. All right, reserved copyright 2021.
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