Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #249 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;
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Hospitality Marketing the Podcast Show 249 Transcripts English (US)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 249 with your host, Loren Gray. Hello, everyone, and welcome to hospitality marketing The podcast. I am your host, Loren Gray, and this is episode number 249. So each week we spent around 20 to 30 minutes sharing most interesting tools, news and techniques being used in marketing for the hospitality industry. Well, stow 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 U. S time so that lets get started.
Announcer — And now today’s new resource tool so we start the show always with a review of tool or tools each week. And in this case, it is tools, and it’s going to lend itself to our techniques were talking shortly thereafter for, and the tools we’re gonna refer to are actually several. And the tools are all linked together because of their analysis and capabilities of determining trend and research. Given the current times of our marketing strategy with the covert 19 and what we have to consider for restarting and for new markets and new market changes and demand to market.
It is very imperative that we do proper research, and with that I’ll hit a few of them. Some of them are free, some of them. You have to pay for some of the particulars to what kind of information you get from them. I would like to start with a free one, which is probably the go to for just about everybody in general circumstance, and that is Google trends. Now we have our Google trends into the discussion before for various other reasons other than the one we’re about to discuss today.
But the real value of Google trends is that you can drill down in what search history has been like over a timeline to know the UPS, the downs, the demands based on geography, based on comparisons to other search types in terms for quantity. So you get a good quantitative and geographic reference as to patterns of search behavior alone, a timeline of interest so ah, volume of interest based on time, ah, volume of interesting person, other searches and the geography associated with both of them. That is a key element of Google trends.
Another free one, and you’ll see where they’re a little bit different. But as we go through this process and is Google surveys, I would say free in the sense of setting up. But it’s not freed, actually very affordable. This allows you the capabilities of creating a very large audience for sample basing to determine whether what your assumptions are based on the answers to the questions are correct. And this allows you to not just go to your own CRM data or an email list that you buy our cultivate, but badly for Google to go out and asked these questions on your behalf based on the criteria that you’ve given Google is to whom would actually be asked to participate in the survey.
Another tool is one that is free, and then eventually you can pay. And that is Wolfram Alpha’s Now that has been around for quite a long time. It has been in comparison to early on stage is to that of Google, which is not accurate for it because it is a completely different type of search. You have to use Wolfram Alfa Alfa into the quantitative value of what you’re asking to search for and you have to define what it is you’re trying to create. Correlations with why those correlations exist.
It gives you raw data results that you then have to take elsewhere to compare to what you want to use that data for. No, it sounds very a vague, but it’s a really great resource to getting statistical data and that you then used for correlations later to prove or disprove your assumptions to market so well for an Alfa. Another usable aspect of tool is also said, ECM rush dot com. Now you use this before we have this in conversation before ECM. Russia’s great for determining key word usages.
His story history, usage of those keywords much similar to another one, we’re gonna talk on just a second. This is a paid for platform, very in depth, even great correlations as to search patterns, search history, correlations of search terms, other terms, geography of those search terms, frequency of those terms. It’s a much more amped up interpretive usage of actual search query more towards paid campaigns than just trends, as in trans Google, Then, of course, this is free, but you need to create an ad campaign with Google nothing.
You have to pay money for this, but you have to create an ad. Google ads account to use this, and that is Google’s keyword planner. Um, this one is great, and there’s to actually something shows to it, very much like ECM Rush, where it will tell you the history of key words, words that associate with those words, words that is used for another one so you could determine a little bit more narrow granularity is to funnel usage and long tail search capabilities and so forth as toward land campaigns.
It also has a paid component to a and when I say paid, not that you have to pay for it, but rather what your budget would be like if you’re currently running a budget. If you change some of the semantics of your budget based on the suggestions of the of the budget planner, and compares to the keywords your optimized for one of the key words, you’re paying for verse of the keywords that you’re considering to add into campaigns. When I did not mention which is also free, one captured account with being but again is being keyword discovery very robust.
I love being in the sense that you could extract the terms of the keywords a lot easier than you can have some of these other platforms to put into monitoring platforms like Zycie Rank Es, your ranking surfaced at and others that we’ve mentioned before on the show. It’s a great way of extracting to create campaigns on add sets as well. Very handy tool for that and good on. On also the historical geographic analysis and some demographics. There is some demographic breakdowns with beings keyword planner, search of discovery that help you determine the demographic engagements to this.
And then, of course, there is a couple of more that I want to refer to, and that is abuzz sumo, which is a sentiment, ah, research and that allows you to determine what people are talking about in the sense of trends and inside says to whom was talking about what? Obviously, it’s a paid for platform. The free version gives you some couple of choices of things not totally helpful in the free side, but on the paid side, very helpful when it comes to sentiment, engagement, geography, correlations between search abilities as to what’s trending very useful tool for that.
And of course, I would like to also refer to Facebook insights Now insights tool, you business manager account. You need some, like Kyoto there on. But that does is that you can both look at the people that engaging your page or pages that you control, but also outside of that, just in generalities on Facebook, what people are engaging based on demography ease just all the filters that Facebook allows you to use to determine audience build for what would hopefully they think it be eventual campaign builds. So all these tools are what we’re gonna be referring to in our technique of the week.
Announcer — Now for this week’s hospitality technique. Okay, so our technique this week is trend research, from insight to revenue generation. All these tools that is refer to have different components and aspects of all the ways that you look at data now first is the discovery what people are engaged with, which is a lot of the Google trends, those those tools saying So what is it that people are looking for? My market here I have this hotel or restaurant in the geographic location. Great. How are people looking to either get here or for those who are here.
What are they looking for? What should I be associated with now? This goes beyond the typical strategies off. While I should be making sure that a show from my brand name and my location and my nap information and citation work, absolutely. All of those things are critical for Baseline. What I would like to talk about. The trend researches with the ever shifting market we have now. All your ad campaigns, the way they were built prior to Cove in 19 are pretty much either put on the shelf or throw in the trash, the ones that go on the show for ones that campaigns that you can’t really use right now because nobody’s talking about pre purchase, non refundable.
Nobody’s talking about traditional business cycle demand. Well, you’re dealing with is an artificial demand cycle right now, But what are they looking for to come to your market? How are they finding what they’re interested in in your market? And how do you relate to those things? So the tools I was referring to you use some like Wolfram Alfa. Surveys by google dot com ECM rush to a degree to determine what is out there and validate what it is that they’re looking for after you’ve gone to Google trends and said, Hey, what are people looking for historically, and how do they find things in my market?
Historically, then you look for proof and confirmation. All right, let’s send out a server with Google and see whether or not that is indeed what they’re looking for. That we do have X Y Z in our market. And people are still interested in X y Z in our market and from that survey determine if that’s true or not, you might be surprising. No, they’re not. That Lollapalooza festival or whatever it is, is of no interest rate now because of the current safety concerns that it has. So that is not a viable market source right now.
Perhaps in the future, who knows? And also you can also see who may have attended historically and see if they’re still interested in coming to market for a different reason. So nothing is totally disposable. Just you re usable in a different way. Then you might need to look at data from Wolfram and Alfred. Determine what is the propensity of things. What is it that is engaged with your market? For what reasons? And then go back to the service things you’ve extra go bus sumo. See whether that people are actually looking for that stuff for their engaged with that stuff.
Go TSC in Russia, those words actually being used go to Google keyword planner being keyword planner and see if those things were actually being in campaigns have being used to the generate traffic with the cost of that traffic has cost is relevant to the demand of using that term. Then look at your Facebook insights and see if that’s a sentiment that’s on social media. That’s the continuation of the research, the trending. We often get times asked by our clients. So where do you put a stick of the sand?
Where do you start this process? I have this hotel. This is my hotel name. Maybe it’s Brandon. Maybe it’s not. This is the location that I have it in. What can you do that I can’t do for myself differently? This is that differently. This is knowing what people I might be looking for could be looking for. Should be looking for where they might be looking from, why they would be looking, because these tools will help define and identify the trends, the interest, the re categorization of people’s travel expectations, demands and interests and are coming weeks and months as we go through the cycles of what this covert is doing to our business and societies.
So that is our technique of the week. Trend Research From Insight to Revenue generation
Announcer –Now this week’s hospitality news that you should know So news and show review. We had a really fun show in spite of the fact that our guest host, co host of Richard From Muse, which was a online booking engine in Europe, did a no show, just a new show. We had quite an audience was interested in asking him questions, but I don’t think I came and defend the fact of why he would not have shown.
He said he didn’t get a confirmation or something, even though I saw that he will open. But that’s in the story we did have, though a bevy of great co hosts we had been handling along with his cohort in crime, Tristen Hayward from London, well, actually from England, not from London, both of them not in London, both in England. However, we also have Mr Edward Santos from Flip to. We also had Tim Peter from Computer Associates, Mr Stuart Butler from Flip to get from fuel travel. That’s a faux pas Miss Lily Mark from T crm services and thinks up enterprises well, seven.
Griffin Sandberg from Screen Pilot. And we had vallon Primi from nor one. So we had a fun conversation. Of course, Robert Cole was a touch laid on his list, which he normally this is weak because the man is busy. He is that Mr Data meister and he is in high demand these days. So we’re privileged to still have his list that if you would like to sign up to subscribe to it, you can always go to bit Li bi i t dot a y forward slash rock cheetah all lower case no space and you can sign up for his weekly curated list of topics that are of great interest this week that affect the hospitality industry.
And with that, we did open up with the open discussion of engagement social engagement, which was the focus of our conversation regarding really around. Flip to, um, where all of us have used flip to services on difficult passes because it puts our conversation or social cons conversation into the mainstream news feet of our friends and followers because they share it with their friends and followers and that allows it to be high in the newsfeed. Resource is, um, we then got into a conversation of article that little brought to the table.
That was well, and it was also the list of Robert. And that is, what will the new hotel look like Out of this? We went through how buffet lines check in touchless entry, touchless payment, restaurant service, housekeeping, changes of housekeeping and then frequencies of housekeeping in the depth of housekeeping. The engagement with customer give with guests at the hotel, customers at the restaurant, densities in restaurants, densities around public areas, pools the fitting out of common area space that there’s a distancing capability, truly a fundamental shift in our industry and all ramifications of logistics and operations for US fund conversation, disheartening times optimistic and others, but was a good conversation.
We also kind of poo pooed on the fact that France says it was going to build an online platform to rival Airbnb and booking dot com. And we had one of the motivation of this WAAS because if it’s for the benefit of the user, that’s great. But we didn’t think that was the case. We found it was more of a means of keeping tabs on taxes. But that was just are inside to that. And so the article that I have this week that I want to focus on was one that we did not get to share much in the show with, And I really wanted to make sure was brought to the table that I thought was excellent from Lyft.
An article, actually, and that was withdrew Paterson. And that is why Covad will catapult Google past the O. T. A’s now. For those who’ve been long enough in the industry. A long in the tooth, however, you want to call it 9 11 2000 and eight or two examples of ot a gathering strength. Actually, 9 11 was the foundation of bowties dominance for our willingness to give inventory to just sell any inventory at the time. And of course, 2008 B one of the only places that we could go to to give him a toy that was gonna get business for in both cases, ot A’s were out of that stronger, bigger, better and what have you to the dominance that they were?
We have had on the show many times a discussion that the O. T. A s had lost a lot of their edge going into covert 19. There was a lot of changing up at the top. There was a lot of market shift because of Google’s dominance and so many things, and that the OTC had changed a lot of CEOs, a lot of their guys that we’re letting people go there trying to retool themselves as to what the new future be. Likening, coverted boom. We also know that the Otis have expressed that they’re delaying their aggressive marketing strategies in the future to a few weeks after a clear zero option of when they can get into market, basically telling us what that they want to make sure they keep their powder dry.
And if the limited amounts of money compared to what they used to have, that whatever they spend it on is going to give them in the return to rebuild their business. If they spend a prematurely and don’t have enough inventory to sell or people’s unwillingness to travel, then that’s wasted money. So with that in mind, Google has always been there and Google has a dominance Now. Google’s medicine, Google was ability to put it in front of everybody else. Schools mobile interaction. You have to go through seven scrolling pages on your mobile off Google supported content before you even get to the paid section that Theo TS could participate in and along with us.
And then there’s the organic well below that. So Google is going to turn into the dominant player now That’s good and bad good, meaning that their commissions right now were lower in comparison to the O. T. A s bad that when you take away compared competition that will keep them in check. Knowing that those prices will probably eventually creep up to the levels that we were happy we were paying with the O. T. A’s when Google stepped in. So the article itself is exceptional. Of course, the links to the that article in all the articles related to the live show in our discussions as well.
All the tools that I had is, of course, with the show Notes of the podcast, which could be found at hospitality digital marketing dot com, four slash podcasts. And with that, remember, you can find us on Google Play Apple iTunes. I heard Radio Soundcloud Stitchers, Spotify, Pandora Tune in the list goes on 36 37 platforms, actually, and counting. You could even go into Amazon’s Alexa, Google assistant and Siri and just asked to play the hospitality marketing podcast. And no matter which one you may use. If you like to show, please, please write us and leave comment that helps others find our content.
And if this is your first time hearing us, you can always subscribe to our show on any of those 37 platforms as well. So for an archive of this previous cloud cast as I mentioned you Goto Hospitality digital marketing dot com, four slash podcast. Look for the links to episode number 249 And don’t forget our live video talk show that you conjoined with about over 25,000 people weekly in 32 different countries every Friday at 11 30 Eastern U. S. Time called this Week in Hospitality Marketing The Live Show. And for that you can simply go to hospitality.
Digital marketing dot com Forward slash live Look for the sign up and or also playback of any of the 249 episodes off the past 6. 5 years. Thank you, as always, for the privilege of your time, and we look forward to talking to you next week. You have been listening to this week in Hospitality Marketing the Podcast show 249 Brought to you by Hospitality Digital Marketing in support of the HSMAI, the Hospitality Sales and Marketing Association. International rights reserved copyright 2020.