Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #248 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 248 Transcripts English (US)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 248 with your host, Loren Gray. Hello, everyone, and welcome to hospitality marketing the podcast. I’m your host, Loren Gray this this episode number 248. So each week we spent around 20 to 30 minutes sharing with 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 Eastern U. S. Time so that lets get started.
Announcer — And now today’s new resource tool, So normally we have our tool of the week. This week we have our tools of the with every week for review their categorically together for the purpose of what we’ll be talking about as a technique and something that is very time sensitive and useful in our current Covid-19 time. At this point with the coveted 19 and that is survey platforms. Now I’m going to speak about three of them that are not pro in the sense that they’re not connected to PMS Pos Systems, but they are pro Sumer, you can get definitely to scale.
They are pay for platforms. There are some free versions of them, but they’re not as robust and have limitations as to what you can actually do within them on the free platforms of the freebies. But we’re gonna tell you what if you would actually pay for the use abilities of these platforms, with the caveat being that when we refer to pulling CRM data and putting email lists into these that you have to be cautionary as to what you’re doing and GDP are in CCP a and love of stuff, we’ll get to all those things.
But first we’re just going to go with tools themselves, the 1st 1 that we’re going to talk about his spark chart now spark chart dot com is robust in the sense, and it’s pay for platform that allows you to make ready mate survey templates. Design your own surveys create conditional logic, which means when the answer question a certain way. Then there’s a follow question, whether pro or con plus or negative whatever based on how the answer the question. So it’s called a conditional logic question. If the answer yes to it.
Then there’s a follow question. Maybe to ask why you said yes or what options related to the yes for giving them a multiple. Multiple choices, I strongly suggest, and also most in legal. It covers a lot of multi lingual capabilities, just great reports. As great chart says, great breakdowns, it’s really is Robustas You wanted to Be and it does have one really unique feature to it, which is why I highlighted, and I use it myself. And that is it allows for geographic location of the survey taker.
So that allows you, dad. Yet another dimension of data associated with the survey usage itself with all with this tool and with any survey tool, you first layout your questions and you lay out how they engage and we’ll get to a little bit more than a little bit. I’d like to talk about the next tool from this process, similar to but different, and that is surveymonkey dot com. Now this one has a freebie version to it. Ah, free variation. And then, of course, the paid variation for it.
Surveymonkey, Nice looking looks good, has the same type of functionalities in the sense of the creation of types of questions and so forth, Um, and also to the capability of breaking down reports as to who insert toe what and what they were able to do, not as robust as sparked, charting the since it doesn’t create word clouds, it doesn’t create variations to some of the reporting process pretty static in this reporting process. But it is affordable, and it does do pretty much the same type of functionality when it comes to surveys.
The third, which is really pretty and very interactive and very wordpress friendly. If you have independent side, if you’re using that platform and other platforms, not just WordPress is type form type form has a beautiful background to it, has beautiful engagement to it makes it visually engaging. Process. Once again, this is a pay for platform is. Well, there is a free version of it, but there’s a pay for platform. It’s right. Reporting is average. It does give you who and how and what have you. Ah, and it tells you Ah, a little bit of the information of people associate with those who took the survey based on how it was sent, but really all in all from a functionality reporting process.
It is not as robust as I would refer to. A sparked are potentially being and the fourth and easiest one, which is a free one, which is Google forms Google forms. You can create the survey as a hyperlink hyper link that you would then drop in for people to go engage with books that most of these ones do as well. All of them to him, actually, and this allows you to go over and then, through Google, create a conditional questions through it. Relatively basic. The reporting is pretty much just results driven ist What they answered to you could be the break it down to who answered that question based on it was sent, and you asked for the email and or anonymous and then also just grouped together.
They answers with the statistical numbers as to who answered what question the most. So those are the four survey tools of the week, and we’re about to tell you why we brought them up now for this week’s hospitality technique is our technique of the week is related to why these survey tools are so important and the concept of our technique this week is survey your CRM and beyond to know how to create your emergence budget marketing strategy being is time sensitive as we try to be with the podcast this week.
Of course, we’re still in the middle of the covert 19 and we’re slowly seeing what’s happening by those that are opening up their businesses and those who are attempting for travel and what have you. The one thing that we have known and this is because of people that have begin to throw out surveys to audiences, is that people have a lot of time to read a lot more time to listen a lot more timeto watch where before surveys were kind of a secondary shelf item, unless you put a carrot on a stick, added a value proposition or had some really enticing short survey that was like 3 to 5 questions, Max.
Not a lot of conditional logic to them, like Is that blue is agreed? Is it up? Is it down? You were really gonna get too far because people knew that providing that information was valuable and they would want something for it. And so if you wanted to ask more robust questions you would have to offer incentive. And what have you as to? Would you please take the survey gave you X, y or Z? Well, given the fact that most people do have some time on their hands.
Unfortunately, whether it be from unemployment or just the inability to get outside of their house because of self containment, they have time to take surveys. Now that doesn’t mean they don’t still want something for them. That’s don’t know. It’s not saying that. You just give me ask him, regardless for for free. But even then still that people are you implying that they are responding to it quite well, even if they are getting in a reward for doing it some. Because if it’s an engagement process for them, a distraction is, um Or as it were, that’s what we’re all catching up on her Netflix libraries, right?
So with this, this is a huge opportunity right now to reach out to your previous guest. Your serum consumer ever information their emails and who stayed with you and send a very nice email asking if they would share things should there. Last time they traveled, why did they travel? Who did they travel with? How long did they stay? What did they do while you were here? By asking those questions of your previous gas. And we warn them, if you would, um, then you can better determine what’s going to bring them back for you now.
Obviously, there’s pent up demand. We know this is a tremendous amount of search that’s going on for travel, but there’s not a lot of conversion because people still can’t or they don’t have the financial means to travel. We have that discussion last week in the podcast is well, but if you isolate out who these people were, the traveled to you from before and especially if you know when they traveled to you already buy. When you sent it out, you get begin to create data sets, as as they reply back to these surveys, how who we played back toe?
What question in their answers allows you to put them into categories? They traveled for business. They traveled for pleasure. They traveled with her family. They traveled for the first time to Vancouver, the Vancouver Variety city. Um, you could tell that I’ve done serving for Vancouver um that they tell you a lot about what brought them to being with you. You can also ask him things why you were chosen. What did they like best about you? What did he look for to most when they come back of doing what, we’ll bring them back to you.
What would they be interested as? An incentive to come back to you? Should they choose to come back to your marketing to your hotel? These are all wonderful questions. You can ask those people that stayed with you. And through that process, as they reply, you put them to the categories of what those interests and those questions created. Now you don’t want to create a burdensome survey. Nobody wants to get into a survey thinking that it could be helpful and then find out there on page one of 10 just doesn’t help.
Well, not unless you’re giving them one a hack of an incentive to go through that process. But mostly it’s if you can be relativist to what I’m asking, and I can give them some value proposition for making the effort. That’s change really valuable to them. Then they’ll go through the survey process. Ah, of course. You can make a very nice big incentive if you have a very in depth survey to provide. But for the most part, if you’re just looking toe would say, skim the surface, but to segment at your data, then you usually about 10 questions.
Some of them can can be conditional as And if they did answer some question positive than there might be a follow up to that positive questions answer. Ah, but wouldn’t get more than a single layer beyond that deep going to three layers conditional makes it very tough. And people get dispirited and go finish this survey. They lose interest. They don’t think it’s worth it any more than you get partial data or no data. And you what you defeated the benefit of actually go through the effort in the process of the surveys.
Now, we’ve only been talking about your CRM data, those people who have actually stayed with you before. You can do this same thing in a contest and or quiz and or outward survey with the reward attached to it, to those that are potentially interested in coming to your market as well. Those undiscovered guests that have an interest in your market don’t know much about what you offer in that market, but would like to know more. Now. This isn’t driving traffic necessarily to your website, although ultimately at the end of this survey you’d like them to pass through that gateway if you could.
But more importantly, is if you’re rather offering them a value proposition saying, Hey, if you’re thinking about coming to destination X y Z, we’d love to know what is the purpose of that type of travel? When do you envision that travel would be the first thing you did if you came here. What are the things that you find most interesting about our destination? All of those things that they answer and how they answer, come back as to segmentation of how to market going forward. Now, in our previous podcast, we’ve talked about term that keep coin called the emergence budget for everyone that is on their toes about this.
We have already begun and have kept building a perpetually changing budget as we learn more more day by day, week by week, where we’re going to emerge from, or how we might emerge and that is Aziz. We all know a moving target. A changing target. Ah, had ever adaptive doctor, whatever term you want to use, it’s not the same thing every day. And because of that, you have to be adaptive in what you’re looking to market to those people. A month ago, they thought that people are gonna start traveling in May may have been right or they may have been wrong depending upon that destinations Current condition as to how many cases of what what is happening or their legal restrictions as to who and how many can stay at hotels where even the hotels are open.
So it is a moving target. So with that, as you begin to create thes segmentation from the responses of what’s being done in these surveys that you’re sending out, then you can adaptive Lee say, Well, let’s change our keyword stretches. Teams are content, strategy sustained change our our story strategy on our social platforms so that we can adaptive Lee include these things into all of those things and in preparation of those things going forward, should we will begin because of your race, as soon as it looks like there’s an opportunity to start marketing.
The lights will come on. The prices will go up. Everybody in the blood brothers will be advertising and rushing to get into the space. But if you know what people’s highest interests are, then as those rates start going up when you relinquish the cost associate with certain terms because the cost has gotten too much for the cost of acquisition, you know where next to go. And that’s a very powerful element. Now, going back to a little bit of how you structure the surveys, you structure them in the logic, that is, Were you what information?
What you actually are answering. You’re wanting to know what the answer is before you derive the question. If you wanted to know where people are coming from and what they’re interested in traveling four and when they’re interested in doing that, should what conditions be happening? Then there’s the answers that you seek by creating the questions, and not every question can be written well enough in a single layer. To hit the answer that you’re looking for, you might have to say, Do you plan on traveling in the next 60 days?
If it’s a no, there’s no condition. Tow it, tow it. That point for what would prompt you to to travel within 60 days? Or what would you be doing wanting to do if you traveled within 60 days? Those questions don’t come up because they’re not wanting to travel the next 60 days. See how that conditional logic works for surveys. So you create the question for the answer that you want. Now, here’s the caveat of your serum data were literally saying that you’re going to take the data out of your current CRM system that does not have a survey function to it and use one of these platforms potentially to send out this survey with information and have you questions and incentive links and what have you, if that’s what you choose to use, and then when the results come back, these platforms will have siloed that data for the most part.
And then you’re gonna have to reintroduce those Seidler Data’s back into your CRM system with the proper tagging and labelling so that you know that these are the family travellers. These the venture travelers is the first time travelers within 60 days within 90 days within this year. Business travelers, Whatever the categorizations of your questions created, you have to put them back in, tagged and categorised correctly. In others. E mails will go back in that reduced to the emails that had been extracted. Those will get purged by your system.
All systems do that. But most important key element to this is that you know that were these thes data sets came from cause, as with GDP, are in CCP that you need to know what you’re doing with them who has access to them and if you ever need to purge them for the request of that person, because it is, after all their data and not ours, and where we can show where we derived this data. So it’s very critical that you put them back in the system and that especially counts for hard bounces and unsubscribe.
Since Pam reports, those things have to be purged out of your system so that you don’t inadvertently send an email to someone that literally told you they did not want one that is in violation of the law. And you should never, ever put yourself into that jeopardy because it’s a very expensive side of the conversation to be in. So there you have it. Our technique. This week. Survey your serum and beyond to know how to create your emergency budget marketing strategy. And we move on to our next category. Now.
This week’s hospitality news that you should know news and show review. Great show lots of fun had a surprise guest co host, which really we didn’t You could have a planned Coke, especially guest co host. But Melissa, from Fuel Travel in this, like having ought to be exact from fuel travel joined us to share what fuel travel has been doing, which, ironically, is related to a survey that they did. They had a huge sampling size, and when I say huge meaning that if you were aggregated almost all of the other industry surveys currently being run with their sample size of 100 or 500 or 1000 altogether, it would be half of what they generated for this one, which is, I think it’s almost 12,000 people to do this survey, and it’s basically a litmus test survey.
Every two weeks they’re rolling it out to the same data sets of people replying, or people that are wishing to reply as to the propensity for travel, their interest in travel, the inspiration for travel, the purpose of why they would travel and from that, the deriving a sensitivity of tolerance as to win people’s frustrations and or target dates of when they think they’re going to travel. Very insightful, very helpful. Very knowledgeable. Of course. We wander around in the mud a little bit as to the circumstance of some of the phrasing of herbology of questions, which is a trigger point of all surveys.
You can run in an effective, in effect, lead somebody to any answer just simply by the options you give them. I’d be that comment every scene under from Flip to also ever coast that day as to if you only given four proper one improper answer, likely who it is. They’re going to want to take a proper answer because nobody wants to show off that they’re going to squander their money that they have in their pocket. They going to do the right thing and save it or something.
So we had That’s fun. Discussions is to the phraseology of questions and what have you but that’s splitting hairs on the back of a ball, man. Ah, the survey itself was rock solid. Great insights, Great look to what they’re thinking of doing. Segmentation by demographics. The link, of course, will be in our podcast. Show notes. Of course, it’s already in our life. Show show notes will go to those links later in the podcast, but great conversation from that. Also with us was Tim Peter with him, Peter and Associates Stuart Butler, also from Fuel Travel.
Melissa’s boss, Ben Hendley, now of an independent contractor who joined us along with Tristan Hayward. They’re doing to be creating a new entity between the two of them s so we’ll see what comes out of that liaison. There were formally with Pegasus, this little Markham TMC arm, T crm services, and also thinks up enterprises. Which else? It does the revenue management. Ah, hospital revenue management podcast. Which great podcasts she’s on, I think Episode five at this point. And then Mrs Vallon Parini, which is with, nor one for those unfamiliar with nor when they are the platform that allows you to option up on inventory that you may have acquired and then offer the guests the opportunity to, um, if there’s availability of inventory type above it, to go over and and and move up into the better category of inventory and they do that is an incentive to the pre arrival.
So that was pretty much of, Ah, we went around on all that kind of discussion topic of the impact of the data and what have you had a great audience on the chat, as well as on all the channels that we have for that? It was a fun, fun show to have Melissa, and we’re looking forward to her return whenever she should. Chuy’s choose to bless us with being a pop back in again. So our news I would like to cover is actually one of the articles we did not get to from Mr Robert Cole.
Now Mr Robert Cole, who has been absent of our past three shows, which is incredibly rare for Robert since he’s been with us for all 16 plus years. Almost seven. To be honest with you, he always curates a list of topics based on top, just different categories within hospitality. If you’d like to sign up for this used to be a very exclusive newsletter that he was sending only to the boards of HSM II. Now he’s opened it up to the public. Now that he is tenure with the digital mark, I’m not named digital.
Marking the marketing board has expired. He now makes it a public offering to every week, and he makes. This is a curated list. You goto Bentley B I t dot l y ford slash rock Cheetah to sign up. It is, ah, great content. He does it rate on the bleeding edge of information that Thursday evening prior to our show. So it’s fresh and new as it can possibly be for us to dialogue about on the Friday show when we get to the different arkels. Well, this article was enterprises project dot com.
Seven Edge Computing trends Watch for 2020 and why I picked this one in most particular was edged edge computing trends with everything that has changed in our world, and we have yet to even know all those teams. We have no real concept of all the fundamental changes to our society that this coveted 19 has created one of the things that it has shown a direction to is what cloud technology is versus edge technology. There’s been slowdowns in some technology because of covert 19 Daniel that the five G distribution obviously has slowed down because of the sheer logistics of having people interactions and what have you, but also to the amount of data that’s being generated by people on the cloud and said, Oh, yeah, we’ll take everything, Throw it on up here Well, it’s hard to separate useful data versus just I’m accumulating data, just chaff.
And so this edge technology, which was a fair to thought of like its antique low that’s not what we’re going to do, is not looked as like, you know, that’s not that bad. Now what EJ for those who aren’t familiar with it, is a combination of cloud and unique location data storage. So it’s not like you are now just keeping things on your local box. You can. It can be also on the cloud. It could also be shared areas put in a physical location in a different location so that if some data just needs to be kept for accessibility, the chaff, it’s in a place that doesn’t take up space in the cloud that has the higher valued data and separating those and using that kind of duplicity of data storage, um is more accepted as a You know, that isn’t a bad idea.
Well, you know, maybe maybe a little less on the cloud storage, because it does get expensive. And it does have limitations. Um, especially for the fact that there was also this anticipation with five G’s growth. Oh, we’re gonna have radically new APS whenever, Really. In all honesty, it’s going to improve the efficiency mawr of things that are being used now that it is the seat of the wellspring of creating new things going forward in the future. Not that it won’t, but with the paws of what Cove in 19 is created in our world.
The need and demand factor of the growth of new things for things on five G is not as profound. So because of that, we’re going to see a bit of, ah, slow step growth into ways that it works better to use the speed of the platform, the containment of data in a more localized way for higher accessibility, then also bios not stressing the cloud Onley accessibility and then letting the cloud be the more tangible crossover for the high value data to be used. So that article was my news item of the week that I thought were that we didn’t get used to in the live show.
But I would make sure brought up in a podcast. So remember, you can find us on Google play apple iTunes I heart radio soundcloud stitchers, Spotify, Pandora tuned in podcast. The list goes on actually, 36 platforms. Oh, skinny 37 platforms, to be exact. We’re even on Amazon. Alexa, Google assistant in Syria, just asked to play the hospitality marketing podcast. But no matter which one you may use if you like the show, please, please, please radius and leave a comment. We’d love to hear your thoughts. And also it helps other people find our content by your comments and reviews.
Also, this is your first time here as you can subscribe to our show on any of those platforms and for an archive of all of our previous podcasts and for all the show notes and links that we refer to in this podcast, you can go to hospitality digital marketing dot com forward slash podcasts And don’t forget toe are live video talk show that you can join and participate in every Friday at 11 30. Eastern called this week in Hospitality Marketing. The live show. Simply go to hospitality digital marketing dot com forward slash live and look for the latest episode or all previous 247 of them, which we’ve been doing now for well over 6.
5 years. Again, Thank you for the privilege of your time, and I look forward to talking to you next week. You have been listening to this week in Hospitality Marketing the Podcast show 248 brought to you by hospitality, digital marketing and support of the HSMAI, the Hospitality Sales and Marketing Association. International rights reserved Copyright 2020
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