Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #259 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 259 Transcripts, (English U.S.)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 259 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 259. So each week we spent 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 U. S time. So with that, let’s get started.
Announcer — And now today’s new resource tool.
So our tools for review this week are, too, and they’re keeping toe a theme, as we always do. We have mentioned other video creation tools that you add tools. We’ve also mentioned other image tools and image creation tools, and we’ve compared them against a variety of offerings and me. We also, you know, Can be canvas that Facebook has is and so forth, and they’re getting more adaptive. They’re recently being to include video as part of the production capabilities and so forth. And of course, Not everyone is fluent in editing video.
It takes a little bit of a learning curve for some platforms. We’ve reviewed some excellent video editing product platforms, like filmora and so forth. And then we’ve also edited, like I said, a lot of video ad creation tools, some of the features that we find to be highly valuable, or rather than having to always define the size of the add based on the platform that you’re going to use it for these platforms we’ve got very robust into offering the size is necessary for what it is you’ll be posting four.
And these two types of platforms we’ll talk about today are no exception to them. The 1st 1 is called Tyle, which is Tyle dot io, and the second is get stencil dot com. Now they’re completely different to each other in the sense that one is video animation and video creation for ads and then the other is image creation for ads, and I’m bringing them up for a reason. We’ll get to obviously when we talk about our techniques this week. But the value proposition both of these offers sends love.
Yeah, forget sense of what I’ve had for a while, and I have it is kind of like a bow and a quiver are aero quip. Excuse me, where you have a variety of times that you need to mix things up a little bit. Each of these platforms have resource is for images and content and fonts, layouts, designs, templates. And again, we’ve gone through a variety of platforms that do these in a variety of ways, but they all have their nuance to them. Their own editing capabilities, their own diversity of images.
Some share the same databases, so you’re seeing kind of the same images. But I am on all of them, and then others are completely different is to the images you pull from. And you literally grab that platform because it’s ah, it’s affordable and easy to see make something different now. As I mentioned before these, both of these platforms work very well with adapting to what size you need for what channel you’re creating. So in comparison to doing a Facebook news feed versus a Facebook post versus a hero image, add or versus Instagram versus linked in or what have you the different sizes requirements all change and it’s very frustrating on some of these platforms.
The older platforms that haven’t been adaptive to make it for a certain size and then you want to reuse it for another platform Onley to have to go through a lot more work on readjusting the size the size of the funds. The text overlays, the image usages so forth That gets exacerbated a lot more when you start dealing with videography, where you’re now changing the length of the video, the amount of audio behind it to using a voice-over using music and tile. T y l e dot io is very good about auto-adjusting all of that.
So as you choose the platforms that you’re looking to create, this on it automatically just the length of the video, the size of the video, the size of the funds, the overlays between the Pix and the solid items that you’re using. It adjusts all of it automatically, which makes it very fast, very effective to say I like this template. I like this layout. Uhm on Di did it for Facebook, but we want to the free Instagram to or I want to do that for my LinkedIn. I wanted that for my Twitter post.
And you want put an image over your videography into it, and it adjusted for very nicely. Um, we have others mentioned platforms we’ve talked about like this that does this, but it also draws on different images. And what I like about this videography 14 tile is that it also just automatically the audio that itself can sometimes be a challenge. Because when I when I’ve had to adjust my own audio, a lot of times have to find the section out of the audio that crescendos and is allowed to taper off.
That fits the images of the videography that I’ve put into play. It isn’t always just the beginning of the audio for those that do this, you understand, I’m talking about for those that don’t It’s a learning lesson where you need a certain segment of audio that plays well to the animation that you have in the video. And it isn’t always just the first X seconds or a few seconds of the of the audio that you’re taking. Sometimes there’s two. There’s too much for buildup, too long of an intro, and you go and spend and go down rabbit holes of downloading audio and zingers and lines and all these other things that are available.
Or you can try to slice into your own clip, you know, lead in and taper off based on the audio that you want for it. Well Tyle does a very good job of readjusting based on the action of the video, the audio as it matches it. And it’s a very e good tool to save time with which I’ve really come to appreciate a lot more. It allows me to pop out a lot of video, these video ads. Now, the reason why I find that to be important, why I’m highlighting tile today.
You see very quickly we start talking about technique, but we will be definitely going on, too, What the value proposition is, toe why that’s helpful. Being able to create all the diversity of ads that we’re talking about and what it is that we’re using them for now get stenciled. Same is with the videography, but also with more just the imaging, readjusting the size of the image ads or the image postings that you’re creating for the different platforms also can be very time consuming, readjusting them for other platforms.
It doesn’t excellent job of readjusting them for you. It does a great where you say Okay, I made it for this one. It’s Ah, Facebook news feed, which is larger, and I need whatever. And now I need to go and do it for a vertical ad. Okay, well, does that. It also changed it over for what you need for Instagram bore for Twitter. Or if you need to have for Lincoln and all these sizes air different for all these different platforms Mobile versus desktop, on and on and on.
So very helpful in the sense of time savings that these things auto adjust correctly. It changes all of your font size is your layouts without re changing the configuration, the video and in the view of the ads, both in video and image. So the two tools this week are tile T y l e dot io and get stencil dot com are two tools for the week.
Announcer — Now for this week’s hospitality technique.
So our technique this week is, “Fishing, or where to find where to fish in an ever-changing market”.
Now, as over these past few weeks, and given our current circumstances in our economies and our industry being ravaged, that it is in the current economies every day, as we mentioned in last week’s podcast Pontiacs Cup outcast before every day is his own normal, and every day is different than the previous day. We’re faced with different challenges in different ways of finding and describing and defining our markets off. Those who are willing to travel one you travel. How are they travelling, where they’re traveling from? All these questions are ever changing each day, and each day we’re faced with creating new strategies for them.
Well, a lot of times, no matter your best researcher, we’ve had some great podcasts talking about how to research and look at trends and gather information and determine word is you should be looking for your gas and where they’re coming from. Even with all that information, there is still an art to determining if you’re correct or not correct, and a lot of times it means casting a wide net. It means looking at your sources of content and deciding what it is that people might be interested to hearing about or four and why and where and from that you need to create a variety off posts, a variety of means of engagement for these people.
Now the first element of this process is to go over and diversify your posts on your social platforms. It is the most affordable. It’s the most broad-spectrum, and it also has the most the highest opportunity of track ability as to what that engagement means we’ve talked about. Tracking software is like social insider and so forth that will allow you to see what your engagements are, what the engagements are of your competitors and determine what it is that people are responding to both by the time of day, also by the part type of person by the type of posts.
It is image or video and the context of it, and we need to go back and farther podcasts and live shows where we talk about the diversification of off storylines that you put in social media and by means by diversification of storylines, is anything from off the beaten path, local and cultural and culinary and family and soft adventure. These air categories of content based upon the location of your property, what it is you’re offering, what’s in your surrounding markets, the air of perpetual dialogues. You’re always addressing each of these segments and also other segments that are business cycles as to the time of year seasonality events driven and things that are happening in your destination and what have you.
These, of course, all get modified by our current circumstances. Not everything’s happened the way it historically has in our markets off, you know, whether be event driven or opportunities to take advantage of things that are in your destination. We have restrictions as to what restaurants are capable of offering even your own restaurant. So all of these things are in flux. So where do you fish? Where do you find people that are still wanting and needing to travel? And as we had talked, with great links both the last podcast and in the podcast before breaking that down into giving them the information that they need to feel safe for the travel, then giving them information.
They need to understand what it is that’s available during their travel with you. The third would be what it is that is available to do while they’re traveling near you. And the fourth is what is that they might be interested in traveling to you for. With those four segments in place, you need to put content out there in these categories that we just talked about a k a. Fishing to find out where the fish are. What is it that they’re interested in hearing about? To do that, you need to require to do a diversity of al of post types and in order to do that expeditiously and without sucking away your entire week of work, these tools we just talked about the tile and they get stencil and others are all means of efficiently creating the variety of the post that you need both visually in video and image wise and message wise, and by preparation them into your social.
And seeing how they engage with these pieces of content determines whether or not you’re maybe close to where they are. Maybe they’re interested in this stuff. Maybe you’ve hit a vein on your road trips about come and stay and drive around. We have some beautiful roads to go see. We have wineries that are still open or we have, ah farmers markets that if it’s not out of the way trip for you, that you can come visit us and then see the farmer’s markets and still go home with a body full of of things that are produced in the market that you’re not living in, whether it’s it’s going out and seeing parks, that I have a low density of people when they’re from a high density city area and they want to get away and go someplace different and a road trip sounds wonderful.
These are all aspects, whether it’s a train ride and there feel comfortable that the train doesn’t have enough people on it to be worried about the social distancing, whatever. Maybe if you didn’t help inform them. These are the things of content that you put out there, and by using these tools to create the videography and the image that you’re needing, you’re able to see what they engage with. Most video and images are the first go to when it comes to these kind of postings. They get the highest engagement they have to get to get the highest eyeballs.
They get the most value to what you’re spending the time. Four compared to just texting. Oh, we have a farmer’s market two blocks down. That’s great. Where is the link? What’s the You know, whether things what’s unique, what shows a picture of it is a big one is the little one is a specialty in certain produce whatever. But these are the little details that make the difference between just throwing stuff out there and throwing information out there That is interesting and, like baiting in fishing, you get attention.
So the technique of fishing, where to find the fish in an ever-changing market and using the tools that can expose you to giving you that diversity of posting on social then means at that point is it valid enough to put out that content on your website and have that backing up? All the reasons why people, when they discover your hotel or your restaurant, find reasons to stay with you because you’re providing additional information and services with them, and these same images in this same videography ease will help in that messaging on your website as well and maybe even to accelerate this.
And maybe there has to be some sort of special incentive offering associate with that that because you are in a great nexus of something, maybe it’s wineries or whatever food farmers markets or what have you, that it’s worth mentioning it as a means of selling a particular package of length of stay package or ah, weekend, Get away package or drive market patches. Geo Target that, And who is it in that geo market that would be taking advantage of that demographically, What age is the categories, What family structure do they have?
How far would they be willing to travel? And for what reason? Now you begin to get that structure of marketing put together with the fact that you were able to diversify your content postings, see what people responded to by monetary correctly, and then as an amplifying that, and taking that content and putting it into a format, an opportunity for people to take advantage of that are willing to do business with you. So our technique this week fishing or better yet, where to find where the fish are in an ever changing market.
Announcer — Now, this week’s hospitality news that you should know.
So news and show review we had a lot of fun today. This was one of those shows where we didn’t have a predetermined guest post and we didn’t really have something. Like with Melissa, where she came in from Fuel Travel last week, we did the seven versions of their sentiment travel. It was really a chance to take Robert Coles’s ever well-curated list each week from Rock Cheetah on kind of go through it on what we were interested in dialogue.
But there’s always make the fund shows where we just were throwing stuff up on around, and we’re all looking at it from our own different perspectives. With me was the Dell Goodman from currently library collection soon to be of her own business, which will help with creating a culture in your hotel to better provide service to your guests. And she has certainly got the pedigree to prove that with all of her, the hotels that she has operated over the past 20 years that have all made it in the top five of Trip Advisor globally and in New York.
So she certainly has the means to bring your hotel’s culture up to the service standards that allow you to excel in reviews and people’s perception of your surface qualities. So also with us was Dean Schmidt. Also, he started his own companies for MetaSearch, which is phenomenally well. He’s the guru of medicine search and the fact that he started both training and also servicing those that need better search done for them, he said. In both markets, in exceptionally excellent time. Also with those is Tristan Hayward in Bed, Handley from three and six.
They’re located across the pond in England. There, Agency is, ah, go-to for just about everything. They were formally from Travel Tripper than into Pegasus, and they have done an exceptional job of broadening their capabilities and their team with him. And it’s always a pleasure to have them on the show with us. And, of course, miss Lily Mocerman with Thinks Up and T. C. R. M. and CRM services, she does revenue management yielding for hotels, plus all things marketing, consulting four hotels as well, and then Mr. Stuart Butler with fuel travel, who was always a pleasure to have with us lots of fun conversations we, of course, hit the first topic that Robert gave us, which was the fact that cleanliness in communication continues to drive hotel guests.
That’s actually according to the powers Jean Powers has a massive ability to scale Thesis Irving of this Azaz Robert pointed out in his newsletter, which, by the way, if you would like to sign up for free at any time, you’ll get the same list that we get, which is a wonderfully curated list each week, and you can go to Billy B I t dot L y ford slash rock Cheetah All lower case. Sign up for that and you get the same newsletters. Us. Robert does. Ah, a lot of worker Jenny Powers and focus, right?
This is a recent stay that was done actually, in this one, he wasn’t actually a participant in this process, but hey, brought it to our attention. Uh, where is still the main concern of people’s travel concerns is what is it that the hotels air doing and how the hotels, unfortunately falling down and what they say they’re doing versus what they’re really doing at the hotels. And we had quite a long discussion about that and some unfortunate horror stories on our onus to hotels that weren’t even following the basic stands pre previous to cove it and what was discovered compared to what should be done past the post overtime period.
Also, we talked about how do you rate the culture of success? Adele had a great in-depth, very in-depth, and well worth listening to as to what a hotel should do for cultural success. Um, Stored made a great statement, which goes back to what it is that you focus on is where your energy flows. We had a very lively discussion about what I felt in the soapbox kind of way was the fact of we’re so inundated with white noise of all these people coming to market about basically magpie ing each other or echoing each other with Oh, we should be doing PPC.
We should be doing this in this all this 101 basic marketing. And what’s unfortunate is nobody’s talking about advanced marketing, the things that really will make you lean and mean and good in your market. Everyone is running around selling basically the same set of basic goods. Uh, you know, we’ll do your PPC for you will do your marketing for We’ll do your Social for you, but it’s all basic and fundamental. It’s about fulfilling just basic services, not necessarily what it is advanced that you need to be done for your business.
So one the point examples I made was with Google, my business, where they’ve offered 19 different new things with Google, my business that is specifically built to help businesses in the covert environment we’re in right now. And so few businesses are taking advantage of these new leveraging tools that will help people know what your business is doing in this current business market. So it was my big example for that, Um, Stewart, and both endlessly both got into a loan discussion in a good discussion as to the impacts of rate reduction and length of stay strategies we’re seeing.
The length of state strategies is becoming a very strong leveraging point within our current market and what it is that hotels air doing about whether they need to or don’t need to do rate reductions based on the demand coming to their individual markets. Um, we went through again as to discussing, you know, white people are traveling what they’re traveling for. What’s the method of travel? The distances of the travel? These are all very fluid and dynamic kind of what we just went through. Our tools and technique process up.
And all of these things are variables that need to be in constant consideration when you’re planning your strategies literally per day. So with that, I would like to talk a little bit about more ah type of funk worker. We have seen advanced studies and the article I pulled out of Roberts List, which I thought was applicability to. This was an article from Forbes, which was Netflix. Tourism decides of shows like stranger things Breaking bad. Ozark is a thing, and I have to say that that thinking out of the box and thinking how and why people travel, we tend to get to basic about this.
I was just recently on a sales call and for people that have been out of it but have been put on ice, so to speak, that they were furloughed, then brought back, and for those who have been continually try demanding the ship, I talked about a lot of diversification as to motivation versus completions and a lot of of lack of perceptions to the new way things are. And one of those is that they try to take on what they used to be doing and put it into the current context.
And that doesn’t work. You can’t just simply say it’s in the sale skull and say I’m sorry. Um, corporate travelers not traveling anymore. Chalk that off. If It is not trailing work, chalk that off. Sources not traveling or chalk that off. People aren’t flying internationally. Chalk that up. Those are all. Yes, thank you, Captain. Obvious moments. The real thing that has to be looked at is what is happening. Who is traveling? Why are they traveling? Where are they traveling from? And you put those questions up on the board and you go through that process Well, people are.
All of us are a little stir crazy staying at home was a little stir crazy, staying isolated for those that are, um and we’re looking for ways and means to kind of change up what it is. Our daily routine is like in road trips and traveling things like that that are not to distance more staycation is if we wanna try to loosely defined what we conserve staycations to be are a bit of what we’re talking about, a change of venue. And to that end, some people are looking for their interest categories.
Obviously, numbers are strangers to Netflix or platforms like that. During this time, we probably exercised our entire library of chief only had the time to watch it. Now we probably have watched all of it. So with that, some of them a lot of them are looking for. Where was that filmed like? For instance? You know, ah, program that we like his bloodline. That was in the keys. We lived in the keys. It was fun to see places that we recognize, but we’d like to drive down there and take a look at how it looks now when compared to when the video, the show and so forth.
And so, too, with other shows like that. This article Netflix is pointing out Forbes as stranger things breaking bad Ozark. These are all places that people want just drive around and see places that are in the movies in the in the shows that they’ve been watching strange niche. But again, a handful of people here. Handful people there And you have enough people in your hotel. So just how you want to use as an example of thinking a little outside the box, thinking differently than what other people are thinking of right now and realizing that that kind of advanced dialogue, that next step thinking process has to be in your process of discovering, going forward to basically keep your hotel alive and functional through this incredibly bad down period that we’re having right now.
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You have been listening to this week in Hospitality Marketing, the Podcast show 259 brought to you by Hospitality Digital Marketing in support of the HSMAI, the Hospitality Sales and Marketing Association. International rights reserved copyright 2020
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