Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #275 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;
Remember — you can find us on Google Play / Apple iTunes / iHeart Radio / Soundcloud / Stitcher / Spotify / Pandora / Tunein / Pocket cast / Breaker / ACast and the list goes on, 39 and counting to be exact. We’re even on Amazon’s Alexa, Google Assistant and Siri, Just ask 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 will help others find our content. Also if this is your first time hearing us, you can subscribe to our show on any of those 39 platforms as well. For an archive of all previous podcasts, you can go to hospitalitydigitalmarketing.com/podcasts and don’t forget our live video talk show that you can join and participate in every Friday at 11:30 Eastern US time, called “this week in hospitality marketing The live show”. simply go to http://www.hospitalitydigitalmarketing.com/live/ Thank You for the privilege of your time. Talk to you next week!
Hospitality Marketing The Podcast Transcripts (English U.S.)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 275 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 275. So, each week we spent around 20 to 30 minutes during the most interesting tools, news and techniques being used in marketing for 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 with that, let’s get started…
Announcer — now today’s new resource tool.
So our tools for this week are actually a little bit of self-fulfilling because we’re using the tools that we’re about to talk about for this broadcast, and that is our podcasting tools, I thought with everybody and the surgeons, the swelling, the everybody’s thinking. Boy, I gotta should do a podcast on what have you that I thought I would share some of the tools that we use in producing this podcast as well as our revenue management podcast, our sales podcast, our ministers podcast and our reputation management podcast.
Um, with that we use a platform called podcast dot Co. Now I picked this up, needless to say on APP Sumo on a deal, which really worked out exceptionally well because I was able to do multiple podcast. But the real value proposition. Actually, there’s several. But the real value proposition that I first found was it helped me in the distribution process of podcast. Ah, lot of people first off under. Jeez, what should I do? How did I record? And I’m not sharing the tools, the audio tools I used, actually, logic pro with my MacBook Mac Pro, actually.
Or in this case, I’m AC uh, which is a much more advanced tool than what we’re just using it for its amazing tool. Really, for music, anything and making songs. And what have you Ah, lot of MacBooks come with Garage Band, which is incredibly excellent to use, has some great filters to it. What have you also? There’s a lot of other platforms out there like audacity, which is for free, But podcast co helps with the distribution. Once you create a podcast loaded up but put description of title and everything else.
You then set up the accounts that you need for distribution. Actually, it sets them up for you, and it puts you on a lot of the major platforms like iTunes and so forth for apple podcast Google Google play. Uh, it helps you with Deezer. It helps you with a cast. It helps you with about nine different platforms to get your podcast out into the podcast playing forum. Um, it also gives you some very interesting analytics in which it will show you where geographically by country people were listening to your podcast and also what platforms and mediums were used in listening to your podcast, which is very helpful when we had at our additional 10 other languages other than English in the transcriptions, we base that on the the countries that are listening to us, and we try to make sure that the, um, transcriptions for the podcast come through in those languages.
That will help people better understand if we’re talking a little too fast, which I have been known to do, and maybe we need to slow it down and or we’re using terminology that may not be familiar. Having the transcriptions to really help with that as well. Aan dat we’ve we’ve brought out on other platforms assed what? We will go into some depth of those Another podcast about using translation podcast. But podcast tacos are tool that we use for the actual distribution initial distribution of nine platforms. Now we are on 39 platforms, and that requires a lot more effort of individually submitting and amplifying and adding to.
And one of those platforms, which is exceptionally helpful, is called headliner. Now. Headliner will allow you to load up for free certain number of podcast per month before mandating a charge. Actually, it’s a total amount of time that you get to load up with. And since we keep our podcasts on podcast below 30 minutes, we’re able to utilize all of our podcast scheduling per week uh, into headliner. And what headliner does is it’s a distribution platform first, which is very handy because he’s got another platform. People used to subscribe themselves to podcast, but the really important feature is it will create, and even this is the free version will do this.
It gives you limited templates to use, but it will create a visual image ing of your podcast, meaning it will put up a screen. And maybe you have a little signed by sound bars moving or whatever having you put your logo on it. And you may think, well, listening to a podcast while in India the visualization, a couple of things it allows you then to place it into Facebook as a video and allows people to watch it on Facebook, which is not what you normally consider a typical podcast distribution platform.
It also allows you to do that on Lincoln again, Not a typical podcast distribution platform. Twitter again. Same thing Pinterest the same thing. But it also allows you to put it on YouTube, which again is not your traditional podcast distribution. You have Google play and what have you for Google but YouTube? It puts a video up. Now it’s somebody gonna stare at your logo for the duration of your podcast. No, but if they’re looking for the translation of your video, this is the first step. You create a video of your podcast and MP four version of it with images and so forth.
You then loaded up into YouTube. No headliner Also hope you distribute alternate platforms as well. But the key element is it creates a video for you and that video. Then, once put on YouTube, YouTube will then do a translation off and create a transcript of your translation of the podcast and which point I use another platform called speech L O, which will cover in another podcast that will allow me to selectively choose other languages to translate that English close captioning into Filipino, Korean, Japanese, uh, English, Spanish, Spanish, Italian, French, German, on and on and on.
So that’s the first step is using headliner dot app, and then another app I’d like to throw into it is if you notice in the podcast. There’s always this wonderful, nice sounding UK British woman that will introduce each podcast with the correct podcast number. Now anybody that does podcasts or thinking podcast first thing while I’m gonna do intros rather than recording a new one each week or paying somebody to record a new one each week, Uh, you know, like on five or what have you. I use an automated tool called voice buddy dot io voice body Done.
I Oh, I type in what I want and of course, it takes a little time to put in the more natural pauses, that of normal human would speak and making some or human. And I can pick different accents if I’d like Australian British what having we do different ones for preferences of other co hosts on their own podcast that we produce for them and with him. Um, but voice party Dato allows me to place that in Boom it will she say, whatever I type in there to say with the crib pauses and so forth, and I drop that into my production of the podcast.
So each podcast have its unique entrance and close. That will be for that particular podcast sequence number in this case 2 75 for show today, and I use the platform voice buddy dot io for that. So are three tools is we podcast dot co dot c o for actual loading up in distribution to the major platforms headliner dot app, which is for creating a video version of your podcast to load up into YouTube to get your transcription started, and then voice buddy dot io, which will allow you to create your automated voice intros and closes or insertions in the middle and everything else so that you have professional voiceover.
That’s not yours that you can use to keep current with your sequencing of your podcasts. So those are our tools for the week for review
Announcer — Now for this week’s hospitality technique.
So our technique of week always has time to our tools. And you may say, Well, why are we talking about podcasting? Hospitality? Marketing podcast? Well, other than the fact that podcasts are cool is why you’re listening to one also, podcasts have a variability of value. Now we have talked about using different mediums to get in front of your guests.
Now, again, I give the caveat. Do your block and tackle your process proper. ECM your schema as your CEOs, your citation work your content development. You’re rich media, your quality of navigation on your site, your speed of your website. The smoothness of conversions in your booking funnels your proper S e o s e m for marketing. With proper targeting and demographics, all that stuff needs to get done first. So with that being done and you’re looking for creative ways to reach out and engage with your guests, why not provide the service of information.
As we have constantly said through this covert crisis, it has gone from room and rate, date and amenities and who we are in our porter cachet in building to How can we answer your questions that you feel safer traveling with us? You know what to be informed or if you do travel and stay with us. What’s available and what are the terms and details about it, and what else is there to do if you’re staying with us? And then, of course, the incentives of what to do should you choose to stay with us?
That’s been our four primary steps. Throughout this covert process. Podcast can create answers to segments of those There is the perennial information podcast that will be for things that you can send into your pre arrivals. It could be on your website for people to feel that they can go and listen to or engage with you on what it is that they should be prepared for now. Obviously, we’ve talked about video solving a lot of this as well, but not everybody can watch a video when driving, but they certainly could play a podcast and listen while driving, they can hear what to look to drive the time they roll in.
You can also talk to them about their adventures. You could give them GPS down floods, which was a separate podcast. We didn’t work, but based on popular demand, we actually bring that back and update that to a little bit more of how to use GPS s and, uh, maps and destinations and tutorials on teaching people how to basically have a GPS guide that you’ve given them to make the journey to you. But besides, the podcast can give that information to them. It also allows you to expand on your idea of destination marketing using the audio medium to share what to look forward to doing, what to do if you’re here.
Updated information, which is a lot more faster and responsible, sometimes easier, sometimes all the time, easier to do than videography. Where sometimes if you need to update information, it’s best almost do. It is a almost a public service announcement podcast. Then it is to go over and think you have to create a video, edit the video, place it up distributed and for people to take the time to watch it videos to require focal focused attention. Podcast Need insight Torrey Attention People listen to podcast from working out when cooking dinner when taking a shower when getting ready when having coffee when driving the working commutes on the train to commute whatever it is, podcast fit into those molds.
That’s why podcast tend to be good. Ones tend to be brief and within a time frame that people can enjoy them without him to go back to finish listening to them because they fit into the time slot that they have allowed to listen to them. So these podcasts could be great insertions. Plus, it’s and going back to the old phrase of podcast. It’s a voice that people allowing their head, they’re listening to you talk and yes, they can still drive. And yes, they can still work out.
Yes, they can still commute and cook and whatever have you, but they can pay that attention by listening to you as well. And so podcasts have their own unique means of communication with you, and this could be done with your guests. You could offer them variations to what it is by podcast is to what they want to know more about discovering the contrary, uh, ventures around your hotel of restaurants that are open, discovering the location, information that they need about local off the beaten path or what to do with their family you can really create.
This is a very personalized, shared experience conversation through podcast. So hopefully by using the tools we talked about podcast dot Co. Which once you have it, you know you’re not paying to distribute podcast headliner dot app to translate that into video so that you can then do translations, multiple languages that’s helpful and the voice planning to allow your customization of your podcast and there is many more. Other tools to use will approach them as we re hit the topic of podcast, but that eyes are technique of the week.
Expanding your voice with podcast for your guests.
Announcer — Now, this week’s hospitality news that you should know.
So, our news and show review. Um, with us, we had a co-host, Mr Dean Schmidt with Base Camp Meta and Meta search marketing. Obviously, theme is meta search Robert Cole Wonderful to have him back. He is with Rock Cheetah. He has been a heavy data users, creator and information source for the likes of J. D. Powers and Focus. Right? We had Adele Gutman, who is thief, founder and CEO of Expire Reputation Marketing, which is all about reputation management and the solicitation engagement of your guests to expand by bordered by word of mouth and by advocacy your hotels.
ST Onge with flip to another consumer advocacy aspect, which is by through scared solicitation of your guest experiences and Mr Stuart Butler with fuel travel, who has an amazing, um, booking app mobile key, less entry, just tons of cool stuff. Plus one of the founders, uh, that created the consumer sentiment survey through that we’ve been using religiously through our covert process to understand the the temperament of guests and their desire to travel in their concerns and worries and interests. And what have you, um, we course with covered being so much in the forefront and once again re growing into such a terrible thing.
And of course, the impact on our industry as well as others. We talked about how that is being affected by those that we’re dealing with, um, how to work with your market as to how to develop what you can for the demand that is coming to your mark for those that need to travel or want to travel or have the capacity to travel and what information need to convey with them. We did talk about, um, one of the articles that Robert shared with us. This luxury hotel brand is scrapping and scrapping check ins and check out times so you can come and go when you please, with the pros and cons of that kind of flexibility isn’t even sustainable.
But in current economies, yes, it is. But when the markets begin to come back, hopefully sooner rather than later How sustainable would be after that? Um, how to enforce the safety protocols with your hotel, the do’s and dont’s and the mandates and the you can’t be half way with this. You have to be all in on what you know. You look at it how to use. We brought this back up with how to use O. T. T. And Internet TV. It is opening a whole new venues as to your ability to geographically and demographically target your audiences, um, within those platforms, because so many more people are using them.
And I say this things like Netflix and And Who? Lulu and other channel mediums. They dont t v sling. What have you that they’re using more ways to watch more medium? Um, we also talked about leisure travel from group and corporate travel boxes. How do hotels that were very large boxes in downtown markets? How do they replace the fact that they were built for one thing? And that one thing isn’t coming right now. What else can they do? What a variations of what they could do. Which leads us to our news article that I’ll be covering as to a point that I think is worth discussing.
And that is the news act article was from hotel management dot nap, And that was the nine key factors driving hotel conversions. Um, it talks about pretty much what you have to look at your hotel and its location and its value proposition. For instance, we talked about big downtown hotel boxes. They’re built for conventions, large group blocks, corporate travel, and all of that is in suspension at this point, are very small and its demand for things right now because of that on. The first thing you have to look at is your true market location.
How come you are to transient and traffic? What else is there outside of the amenities that used to be drivers for your group business or corporate business? How welcome they drive transient business? Who else in your market that was suited for transient business? Who would you be directly competing with when you never thought you’d be competing with them before you’re positioning? Of course, in relationship to them, can you drive enough business for all the rooms you have to fill for you switching gears and now chasing after transient interest travelers?
Um, then there’s the labor structure. You have restrictions as to what you can vary your labor structure to do. You have unionization issues. Do you have flexibility with your staff and teams? Can you multitask people? Are they trained to multitask? Those are all big questions. Brandon Management encumbrance. How how much is your management engaged? Is it multi layers? Some of these large large boxes had your brand. You had your property ownership group. You had your management group. You had your asset management group. You had so many voices to make decisions on so many things.
And all of them have demands financially to that same physicality of structure. How well can you orchestrate that? That the coordination between all of them, from self preservation of some to the expansion of those that need to be fed to keep the lights on, so to speak, you have, of course, the legalities of zoning. You know, Can you do things like school pods? Can you do things like, half day or or or short day workspace? Only rooms where some laws might prohibit that because of, uh, of, uh, blue laws worried that they could have been construed to be different business, if you know what I mean.
Um, you also have what do you have to retool? I mean, with the restaurant, if you have banquets and buffets facilities that you can’t use, uh, can you retool them? And how much cost is that gonna be to change all of that kind of stuff? And is it even worth it now or just simply keep them closed until you there is a time in the future that you can use those things? Um, of course, the evaluation of market alternatives. What else is available that you could bring to market?
Is there other things to do? Like the California hotels, that air taking care of the homeless population because they have the room availability and nothing else they could do with it? And the government subsidizes the payment for those people to be in the rooms. What does that do for both short and long term and then just the risk adjustment investment of return expectations, reevaluating the sustainability of the investment for all those concerned as to what is threshold of existence? Is there a lower level of sustainability that just has to be accepted?
That the returns on investment and so forth have to before Lauren, too, not losing the asset and the investment. So those are some of the things that have to be considered in the factors of hotel conversions that go beyond just the willful thinking. Oh, that’s just start chasing after transient travel like that’s the only thing going on there. You might have some real physical restrictions. Intangible restriction says to your capabilities of doing that. So there you go. Remember, you can join us on Google play Apple iTunes I heart radio soundcloud stitcher, Spotify, Pandora tuned in podcast.
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Of course, if this your first time hearing us, you can subscribe to our show and any of those platforms that you find us all any of 39 of them and counting. And for an archive of all of our previous podcast, you could go toe hospitality, digital marketing dot com, forward slash podcasts. That’s with an S. And don’t forget our live video talk show that you can join and participate in every Friday, 11:30 a.m. Eastern US 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 There you can find all of our previous episodes and the registration link for our upcoming episode next week. Show number 276. So with that, we 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 275 Brought to you by Hospitality Digital Marketing in support of the HSMAI, the Hospitality Sales and Marketing Association International. All rights reserved copyright 2020.
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