Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #274 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 274 Transcripts (English U.S.)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 274 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 274. So, each week we spend around 20 to 30 minutes sharing the most interesting tools, news and techniques being used in marketing for the hospitality industry. We also do a quick recap of our weekly live video show this weekend, Hospitality Marketing, which also airs every Friday at 11:30 a.m. Eastern US time, so that lets get started on DNA.
Announcer — Now today’s new resource tool.
So our tools for review this week We’ll have, of course, the theme related to our technique of the week. But let’s dive right back into them A Z. You know, I tend to be on the fringe of something’s tool. Wiese’s toe what can and can’t be used. I say that as a caveat. Tell him about to talk about that, and I quote my better, uh, co-host Stuart Butler and Edward ST Onge. When I say, make sure that you have the fundamentals done the block and tackle proper S e o proper content.
Proper crm proper paid analytic paid programming analytics for those events. Really, the fundamentals must be maintained and expanded upon and maximized before we start going onto the fringe of about what we’re to talk about. But this is talking to those that are doing that and those that are looking for different ways of doing something, a new twist, new way of getting an approaching to something. And to that end, I would like to point out there are some very interesting tools that are being used in a way of visualization and capability of explaining, as I mentioned and have been mentioning for many weeks now on the podcast, ours is to answer questions of our guests.
Uh, gone right now are the days of rating dates. Gone right now is showing a picture of a reporter cachet or front of our building, or are building, for that matter, unless there’s relevancy to answer your question. Extra holidays, interior hallways, balconies, no balconies, views, whatever. But just to show off our building only benefits the person owns it or has a loan against that, I guess the idea of us visually engaging our guests. And we know that a picture is worth 1000 words old saying correct well videos or even worth 10,000 words, uh, the and the ability to go over and visually express and explain something in comparison to having to write or describe it.
It’s by far more beneficial and helpful and less time consuming to the guest to find out by seeing what it is that they need to understand and engaging with them at those levels. To that end, I would like to refer to the tool my virtual tours dot com now runs through a lot of affiliate sites. Don’t be scared by, though it’s actually very affordable and easy to use. What this does is it takes one of my other tools, Google Street View and amps up the game. We know that just talking about ourselves, our common space or meeting space or pool or our amenities or fitness room, whatever it is.
Okay, great. That’s information that’s needed. We talked about our protocols, what we do when we have a guest arrived, what we’re asking them to do to maintain sanitation, cleanliness and distancing and safety for all the things that we’re having to deal with on travel right now for Cove it that’s all fine and good, too. But this also means as a market, or that we have to expand our content and context of what we’re talking about. We have to go beyond our four walls of our business and bring in all the things around us.
Now you forever. If you’re a fervently serve our podcast Now that went through four steps to this kind of like a Maslow’s hierarchy, but only in four steps. The first is addressing the safety issues of guests, uh, quantifying what it is that that will make them feel safe. The second is giving them information that they need to know what it is that’s available to them in the context of what they need to know it as what restaurants in the area where their hours operation do they deliver.
Do they pick up? Do they have curbside whatever may be limited menus on and what have you? The third is then, to give reasons of what is around you that while they’re there for you, for whatever reason, they’re having to travel. They might be interested in knowing more about events, destinations, whatever that might have restrictions or guidelines is to how to enjoy them. And then the fourth is actually three expansion of the opportunity for people to find a reason to travel with you, be beyond the necessity of it and find things that they can do should they be traveling and staying with you.
That’s a short, abbreviated version of things we’ve discussed many times in our podcast before. Well, virtual tours, my virtual tours takes devoted to take a 3 60 picture and then put what’s called hotspots in it. Um, you may have seen these when you go to go to the street view and the little yellow guy and you drop them into a street. And then, obviously, if you’re standing where you drop the little guy in on the street to be able to look around in 3 60 is what’s around. You surround you now.
Other platforms may offer some things to this. My virtual tours allows you a very affordable way to put your own content into these 3 60 pictures. Ah, little spot that you can put a little video on that describes what that businesses or ah, little pop up that shows the menu of that restaurant or the Web link to that business retail shop or what have you. Why is that important to use the hotelier? Because you can begin to share in a very visual, interactive way information that would require reams of interesting content written to describe the store around the corner of the restaurant around the corner, the restaurants around the corner, what they’re offering, what their hours are offering all that context of what you should know, what you’re staying with you.
But in a very virtual visual way where people can interactive lee engage with it, however, you designate for them to go over and be able to understand where you are located versus what is around you. It doesn’t have to be just what’s around your hotel. Either. You might find that your nearby something, and that visually helps people understand the relationship of your location to that location, but also puts them into a location that they can explore with based on what you can share. What does that do for you as a marketer?
One. It makes you be ability to reach out to those businesses and say, Hey, look, I’m gonna go and bring this in front of my audiences. What do you want me to share about you that I put into this is your menu? Is your hours of operation? Is your website to what you have is your retail link of what people can go to to buy from you on. Which brings us to one of our other tools, which is called spot dot a i s p o t t dot ai.
And that is were you but hotspots in and those same images. But in this case, both not just images, but also by geography, which allows you to go over and allow people to buy stuff by clicking on what they find of interest. Their best example is probably more from a retail component. Off runway models walking down the runway and these little dots, uh, hot spot icons air on their clothing. You can click the clothing and it pops up. This is the you have Saint Lorant, um, jacket for.
You know, if you wanna be interested in buying it, here it is. There’s a picture, and here’s a link to go buy it so from retail component that you can see the value proposition. But we’re also doing that from a non opportunity to expand on places and things that people might want. Be interested, be able to buy something in a retail store or to discover something in a retail store. Similar what my virtual tours dot com offers, but in a more interactive purchase funnel sort of way, which also brings us to another platform until that I love to use, which is called Gig G Grove.
Um, that’s for the gig environment. Same methodology. You’re able to literally create an interface that allows people to purchase via you. Now this isn’t into putting hot spots on images so much, but it could be driven to this platform Gig Grove, which is g r o v dot com, in which people can then see what you have to offer. If you feel hindered by the platforms that are providing service to you and you want to find a means to put your own food menu on where people can order via through you through a payment gateway and actually have it notify somebody internally on your team, it gets fulfilled.
It could get delivered or re waiting for pickup or what have you get. Grove is a very affordable platform people can use to create this online e commerce market. Super cheap. Now I bring up grow for another reason which we’re gonna get to in our technique. But the last tool I like to refer to is literally the mothership of it all, which is Google Street view. Google Street View is not just for what Google drove around is a car with a funny little globe on top. With cameras, you can create your own three sixties and tours not just with virtual my virtual tours dot com, which allows you go from one room to the next.
And you could give a virtual tour of your hotel with my virtual tours, which we’re talking about a little bit, but also with Google Street View. You could do the same thing, but you can do it with your phone, and the application is free. Literally. Look for Google, my Google Street view app. It’s android and iPhone IOS, and you load it for free and you look a little geek is when you take the pictures you stand in one location and you say I’m gonna take a picture and you hold it up and you see a little circle middle of your picture screen, and you hold the circle around the circle, and it then takes the picture.
Then you move over to the left and up and down, and you literally spin around like a ballerina, taking all these pictures around in circles above your head, down to your feet and what have you. But what the software does is it puts all those pictures together in what’s called stitching stitches. Them all matches up where the edges of the images should line up to each other and then now creates a 3 60 picture of what you just took so you could do it in your lobby. You could do it in your meeting room.
You could do it by your pool. Whatever it is, you can take those. And the really cool part about my of Google Street view is a then can get loaded onto Google streets. So now when somebody wants to look at say, you’re you’re you’re meeting room or your ballroom or your pool area, or your fitness room or your lobby or one of your rooms, your future rooms, your sweets, whatever. There’s actually little pins on Google maps that people can click, just like bringing the little yellow guy onto the street.
And now they can stand where you stood to take that picture to give you some example. The power of this. I’ve been doing this for a long time with Google streets when it first came out in Beta, and I’ve traveled all over the place. One of the ones that has been the most popular was when I was done in Sydney, Australia. I was standing beside the Opera house, the famous opera house, and at the time Google had. Yet they hadn’t expanded past, driving around in cars, further street views, and I was one of the first to put a street view in an area that a car couldn’t go to buy the opera house.
Well, I’ve had almost three quarters of a million people view my picture of where I stood that day when I did that 3 60 picture by the Opera House, Um, which is amazing to think that that many people looked and saw what I had taken a picture off from that location. Even now, whenever I do these pictures and put them on Google maps, which it does automatically with the app, it could be anywhere could be and the beach in front of your resort. If you have a beachfront resort, could be in the parking lot of your hotel to show what your hotel looks like from that perspective, where they haven’t taken a Google picture of it yet because it’s on private property and Google didn’t drive down that road to be at your hotel.
It has so many applications that you can add to the map, plus use those links and put it into your marketing shirt. It was like, Look, this to get you in prep to coming to us is what we look like from the front view. You could go there and see what we look like so that when they’re driving, they can actually Oh, that’s it right there. And I saw it in the picture. What have you So are four tools that I’m referring to to this week, which again goes pass.
The block and tackle, which you’d always should do, is my virtual tours dot com. Google Street View, which is google dot com. Forward slash street view spot dot ai, which is S p o t t dot ai and G Grove G r o v e dot com. Remember, all those links will be in our show notes as well, for you. Go and take a look at them as well, and that brings us to our technique of the week.
Announcer — Now for this week’s hospitality technique.
So our technique this week is on.
I like to always try to keep them cute and engaging. Ho, ho, ho! Tis the season now to sell everything. I brought up the virtual tours in the 3 60 imagery and things and importers on retail esque sales and destination marketing and a little less on the I Have a hotel and I’m trying to fill rooms, but with the incredible uniqueness and acceleration of our marketing strategies that have had to happen over this past seven now, eight months of Cove, It, um, we don’t have the traditional black Friday coming up.
We don’t have people going to be parking out in tenting and, you know, camping out in front of Best Buy’s and Targets and Sears and JC Penney’s And because most of the stores already gone, Sears and JC Penney you know Sears has gone JC pennies on his last leg. Oh, are actually just wanted to refinancing, but neither here nor there. They’re not what they once were on DSO. Because of that, all these retail outlets Walmart, target, Amazon, even Amazon in October had their their their Amazon days their prime days.
But Wal Mart into and Target are continuing with their offering their early best deals. Now for a couple of reasons. One, we’ve already been worn because of the 56% increase in online purchases. There’s one either gonna be a lack of inventory or to a huge backlog self admittedly by all these platforms already FedEx, UPS, DHL, all the rest of, uh, even Amazon saying we’re gonna be 42 million pieces of delivery behind our normal scheduling capability come the day after Thanksgiving. So all of this stuff of delays in delivery potential not been, uh, inventory available to sell has deluded this apex of transition of retail.
I mean, I used to love getting the Thanksgiving newspaper, the Thursday newspaper, because it was six inches thick because of all the flyers for, you know, black Friday that sold it got deleted traditionally or these past few years, where people were doing early releases, sneak releases and what have you Now it’s full blown. Gone where people are just flat out. Everything is being black Friday sales. Now cyber Monday. Those just terms to a bygone area of APEC sing. But it does have relevance to people’s perception of mentally shifting into the holiday spirit.
The holiday purchasing, gift giving, gift buying. You need to be in that conversation. What do we have to sell? What we have rooms. We have restaurants. The first thing that comes to mind is, well, they need to know more about them. That goes to the virtual tour component I was talking about visually showing them things that they may not have known. This also goes to the fact of you as a good community engagement business, reaching out to other businesses in your area. Going Look, I have this audience of people that’s come and stay at the hotel, and I want to provide value to them when they stay at our hotel about you, about your restaurant, about your retail now.
Ah, lot of these big boxes already have it broken down. You could go to their website and you can preorder Currently order get deliveries, get curbside pickup, whatever it ISS. One thing that they are emphasizing this season is, too, if you can purchase from a big buy or store and simply pick it up because the inventory is already there so that you don’t have to wait for these potential delivery delays. And that’s an actual market strategy. We’ve talked both on the live showing in the pirate previous podcasts about adding that to your repertoire of targeting If you’re near targeting almost upon, if you’re near these big boxes and businesses that are doing that and you market to the outskirt markets that may not have, these retail outlets there is readily available to them and incentivize saying, Come and stay with us.
Order all the stuff that you plan on picking up with these places and stay with us. And rather than try to rush back home that night, make it a simple arrival. Enjoy, relax. Spend the day picking up all the stuff gathered all together. Spend the night, relax, eat someplace local and then make your way back. Make it a holiday into a new holiday. Tradition is it were, so to speak. So that’s one way of looking at it. The other is. There’s a lot of you know American Express does this on Saturday.
Small Business Saturday’s There is a lot of businesses that potentially in your market that don’t have the audience building that you have do not have the audiences that you have, the sheer numbers of people that you could potentially reach out to, and those people could equally be benefited by you participating with them, sharing with them a say, an internal picture of their small retail outlet and showing what’s on the shelves and letting them pick what they want to highlight off of it. And you sharing that information with your audience is saying, Look, there’s an amazing custom jeweler around the corner and they have one of a kind stuff.
And here is some pictures of inside their store off the one of a kind stuff, and maybe there’s a hot spot for them to buy that one of a kind necklace or that one of a kind candle, or that one of a kind, uh, macron, or whatever it is, you can help to the local businesses by contributing your audience to their discovery. It also means to your restaurants locally being able to share that as well. What are they offering for food? What are the conditions of their meal periods?
Is there municipal restrictions as to how many people that can have internally, not what the weather definitely changing, that changes the scope of what restaurants can do and deliver. It becomes more important and sometimes maybe more struggling because of the weather, as also, does pick up, as does also the ability to eat inside but sharing that information both visually and within the message of what you’re providing for those who are staying in your hotel, especially, should you be a limited service hotel or have limited services in your hotel, then it gives you the chance to be larger than what you are by sharing those things from around you.
So being able to sell all those things describe all those things show all those things are what those tools my virtual tours, Google Street View Spot and Dig Grove are all about. And that is Ho ho Ho. Tis the season now to sell everything.
Announcer — Now, this week’s hospitality news that you should know.
So news and show review We had a special guest host Javad Book ra uh, job. Um, he is thesis eo of North America from Video Solutions is a revenue management AI platform for for lack of a better qualifying description of this, um, it’s meant to create predictive modeling as to what you should be looking at in your revenue data to know what you have attained historically and how it impacts your future tense.
We had a very lively discussion of the impact of this. We have been Henley from three and six media marketing Out of out of England. We had Adele Gutman from Aspire Reputation Marketing. We had Dean Schmidt with Meta Search Marketing and Base Camp Meta. We had little mocking you with T crm services and thinks of enterprises. We had Robert Cole, which was a pleasure to have from from having them delayed for a little while for a few months, working with J D Power’s Robert Cole with rock cheater was with us Tristan Hayward, also from 36 over from the pond, and Stephanie Smith from Cog wheel marketing.
Very interesting discussion. We all said Tim Peter? Uh, no. Just so we didn’t have him this week. I’m sorry. Sorry. Sorry. He made some comments that we used, though, Um, this was an active discussion as to what would be the quantifiable content that goes into what’s necessary for this. Be accurate. We talked about volatility of the current markets. We talked about all of a sudden lockdowns. And how does that change the fact that your software’s telling you you should be expecting this type of demand when in fact there is no, because it’s been shut down.
Ben and, uh, just brought those comments up because in in England they have done mandatory shutdowns. So even if you wanted to do business, you can’t do business because nobody’s allowed to travel to your market. There’s restrictions on how long they’re out in public, where they can do while they’re out in public. On all those things that basically shut down your business. So we had a lot of fun conversations around that, uh, Javid was very good and very gracious is to talk about how and what it does and yes, the fact that there needs to be more abilities to to influence what inputs to it and, historically, how it reports that it’s really meant to abbreviate the time from a manager’s perspective.
Owners perspective that rather than having to rely on somebody else to interpret or share what they think is relevant data, they get to look at a platform that gives them thebe perspective and insight of what historically and future tense is happening so that they know whether or not they’re in the right direction right path, or whether or not something has to get changed. That’s the core element of success with this platform, which is infinite o dot solutions. Um, we went off on lots of different fun tangents.
As always, we talked about immigration capabilities. We talked about additional inputs from marketing data sources so there’d be a preemptive prelude to perhaps downturns and cycle changes And what channels and channel contribution percentages and whatever you might create variations that the soft reporting could reply for, which was a lot of fun. Um, so that and we Good gosh, we talked with Robert about third quarter return reports we talked about. He gave us a chart of amazing comparisons as to revenue losses of so many businesses. All the brands, obviously, and some in some of the O. T. A s is well, and how they looked him, why they look the way they did again.
Too many numbers and and things to go a few because we spent two hours on the live show. So obviously we can’t spend too much time on the recap for this, But no, to say that there was it was a fascinating dialogue as to impacts as to current tense business and future tense potential or lack there off, eh? So we had lots of conversations about it. We did hit a little bit on some of the rulings that came through the most recent election, Uh, most predominantly about things like California’s ruling about uber not needing to treat its drivers as employees at K. Offering benefits and insurance is what have you How is that going to affect a lot of business in is a precedent for others to go over and say, I’m not gonna hire you.
I’m gonna I’m gonna just put you under contract. I’m gonna But, you know, I’m not gonna You’re gonna have to rely upon yourself to take care of all the stuff that you know insurance. What have you I’m just gonna give you flat rate stuff and also knows, very volatile, that you could just let them go or cut them back or shut them down or whatever. And there’s no repercussions as to, uh, minimum hours needed to give them or what have you? It creates a very hard precedent to work from under for how it could negatively impact of impact, a lot of employees relationships with their current company, especially as some are being brought back into the workforce, how they’re being brought back and wonder what conditions thats creates a dangerous precedent for some of them.
Um, we also talked about the lack of communication clarity off associations within hospitality. Uh, they’ve all kind of re segment of themselves as to who’s focusing on what a lot of them put content beyond their firewalls, and there was some defense to it as too. They need to do that because they need to survive. They need to charge for what they’ve been producing for free is and support of the industry. Now they need to begin to monetize that back again so they themselves can sustain ah, life.
And then there was pushback on the other side saying that we’re not out of this yet and that if they truly want to be the value proposition of Asia association with the industry, they need to provide more substantive support that isn’t it cost factor, since so many people are still devastated by this and unable to pay for that contribution percentage. So President calls for both sides of very active discussion and very enjoyable toe have with all those that participated. So thank you, everyone for joining us that were our co host on the show on those discussions, the news article that I want to bring is one that did not get discussed on the live show that I think has a very profound impact because I know personally first hand the last of this week, Um, I just looked at the dashboard on Google.
What the heck is this? And that is the new G four. Uh, this article actually came from e consultancy dot com, and the headline was, How will the new Google Analytics change how marketers approach measurement A Z we know that this is, uh, something that’s happening with Google Annex four G A four just recently rolled out from beta, which was app web. Uh, this was done because of the move and migration of third party cookie tracking. We know that that has been a shutdown over periods of time.
Uh, first, it only hurt those that were abusing it and not keeping responsible control of it. We know that eventually, because of all the browser offerings Google, Apple, Firefox, all the rest of that, they will eventually shut down completely. Third party tracking. And also, I think, in the other ways, with Google, it was a matter of, um, answering to some of the other platforms, like adobe or miniature and so forth How to measure and track actual traffic to this. Obviously, Google 3 60 has more advanced feature abilities to it.
They’re introducing some of that into the free Google Analytics. This is the first condition, but it’s still in beta, meaning that it’s in the transition process. So you’re able to compare side to side. But it is taking away some things and putting other some things in this. Um it is gonna be changing a lot of the base information that we have been using one of the first things that you’re gonna notice with it out of his bounce rates and visits there now called events, uh, which should be interesting to see.
They they’re already is pushed back, saying, This is no better, just different in the same way as to what this means for some people. But there’s a The biggest thing about this is the dashboard has changed. The functionalities changed the methodology of comparison and data and the reliance upon AI interpretation because you just can’t look at the raw data as directly as you used to and try to interpret some things because of it. You have to rely on the A I to tell you what the implied traffic value of it is, and we have yet to see all the benefits of what it’s trying to offer in place of what it’s taking away.
I put this very much about what it was like when they took away keywords where all of a sudden, you’re saying, Well, wait a minute now, I don’t know what people were using to find me How am I supposed to know what I’m supposed to be optimizing my content for? Well, Google did that on purpose because they gave us attribution strings and attribution modeling and what does that mean to us? So because of that, we’re changing in transitioning again. And the reason why this is such an important article or important thing to be concerned with is it’s happening now.
This is changing now. The questions you used to ask prior to this can’t get answered anymore in the same context. Like what’s my bounce rate? How many visits do they get? Not there anymore. It’s going to be about events and tracking through it. And what a I is saying where I’m from they came from and where into they were going. So there is a lot of changes to it. Ah, lot of it is still yet unknown. Google’s not forthcoming with a lot of their This is why, and this is what it’s doing now and this is what you need to know.
Ah, lot of it’s like it’s been changed and it’s up to us to figure what that changes before they even come back and tell us what it is that they change. For what reason? So with that in mind, that was our news article Google on the exchange for how marketers approach management. So remember, you can find us on Google Play apple iTunes I heart radio soundcloud stitcher Spotify, Pandora tuned in podcast breaker A cast. The list goes on 39 platforms and counting. We’re even now on Deezer. Uh, we’re also on Amazon Alexa Google assistant in Syria, just asked to play the hospitality marketing podcast and no matter which one you may use.
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Or you can simply go toe hospitality, digital marketing dot com forward slash live and look for show number 274. That’s our latest one that we had with Javid. So again, 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 274 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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