Hospitality Marketing The Podcast Show 283 January 8th 2021

Hospitality Marketing The Podcast Show 283 January 8th 2021

Hospitality Marketing The Podcast Show 283

Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #283 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;
00:01 — Our tools for review this week are; https://www.airmeet.com/ https://www.eventsframe.com/ https://heysummit.com/
00:10— Our Technique this week is; “What we have here is a failure to communicate”
00:19 — News and Show Review
CoHosts
Melissa Kavanagh
Dean Schmit
Ben Handley
Adele Gutman
Tim Peter
Stuart Butler
Show Notes
00:02 — Review of Fuel travels Consumer Sentiment Study https://www.fueltravel.com/blog/fuel-covid-19-consumer-sentiment-study-volume-11/
01:44 — Wyndham sells Tour and Travel
02:17 — Show ends
When Big Brands Stopped Spending On Digital Ads, Nothing Happened. Why?
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 Show 283 Transcripts (English U.S.)

Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 283 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 283. 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 week in Hospitality Marketing, which also airs every Friday at 11:30 a.m. Eastern US time so that let’s get started.

 

Announcer — Now today’s new resource tool.

 

So our tools for review this week and there are multiples are three that are more related to the specifics of operations than they are truly to marketing. Now, I know this is like diverges from our statement of what we’re gonna be talking about tools, news technique for marketing there certainly, by all means useful for marketing and you more so marketing for services to the industry. And if you are providing a means of conferences or content to a larger audience as to selling a particular hotel or selling for particular hotel?

 

No, this is going really to ownership groups, owners and of course, organizations that are related to larger audiences. So this is either internal tools being used for your own internal operations and or also, if you are providing services and products to an industry and need audiences and engagement for this. So let me explain all of this as we relate to the tools and what they actually work with. And then we’ll go into, of course, our technique of the week, which is in relationship to how these tools would be effectively used for what I brought them into the conversation.

 

For first I want to hit is something we have touched on before and in podcast past. But it will be a starting point for the other two tools, and that is events frame now. Events frame is very unique in the sense that it creates a non costing payment gateway, in addition to its organization off creating events that you can then use and distribute for people to identify that they will attend and if you are making it a payment where they’re required to tenants in a K A conference then this allows them the ability to learn about the conference.

 

See the sessions, see the speakers, see the progress, the agendas. We’re all familiar with this from an online and previous to non online world where it wasn’t just virtual webinars and zooms and go to meetings and Microsoft teams and so forth. But rather also, I’m gonna go to this conference and Z city. I want to know what the agenda is. Is it worthwhile for me to go? Who are the sponsors where they’re offering? What’s the to the the content that’s gonna be shared? What’s the networking events is gonna be shared?

 

What is? Maybe the vendor engagements. They’re gonna be used. How is the methodology? All of that is basically a conference information source. Now, large organizations that do this just perpetually consistently have their websites built around these models of Here’s this is what we are. This is where it’s going to be. This is what it’s going to be This summer is gonna cost you. This is what you’re gonna get for organizations like ownership groups and, uh, those that run multiple properties for hotels. And what have you, uh, management a swell on dure doing, say, a corporate conference and or you’re doing a showcase conference or whatever it is that you’re asking for people to come into attendance, whether it’s paid for or not.

 

You need to have a platform that allows you to go over and present. This events from is great for that events. Frame is literally events frame dot com. Here you get to outline what you’re offering when they can gain to get signed up so they get their ticket. And it offers great usability tools, giving you a QR code, giving you your receipt, giving you the information to validate that you’re attending, adding it to your calendar. All the things that you would want a conference engagement like that to run with.

 

But let me make the note about that that is related to an actual event. That’s an actual location. That’s what event frames does. The two other tools I’d like to talk about are actually less related to going to and participating in the physicality of the conference, which we know during our current times that does not really exist, and it’s not safe to please know that, um, but the Without being properly spaced and following CDC guidelines. Of course, please don’t the same discouraging conferences, just the fact that they have to be regulated correctly as to distancing and engagements and all the other things that keep us all safe from from each other.

 

As we go through the process of getting vaccinated and getting back to a world that we recognize a little better than the one we do now, the other tool that I want Thio bring into play with This is actually two tools. One it is Hey summit dot com. Hey, Summit is really interesting in the sense that it is a fully online creation off. I’m not going somewhere I am going to virtually attend now. The very good part about this is that everything we just talked about in conference organization exists in hey Summit, with the caveat being none of it has to do with the physicality of showing up.

 

None of it has to do with what room is this or what room is that, but rather, I go online when they prescribed times are listed and because I either acquired a ticket also to it has its own payment gateway combinations and things that you can connect with it. I will be attending certain webinars and sessions and complexities of dialoguing with groups while being presented to. So I will go watch this presentation. I will be in a large chat room. I will be engaged with people in that chat room and with the speaker, of course.

 

And if there’s Q and A involved, all of that is regulated, controlled with the platform of his summit. Do you allow chat? Do you allow shares going to allow participation or inclusion of other people to be added to the screen? Those were all functionality that were very familiar with and zoom in my in like, say, Microsoft teams and go to meeting and what have you. But this is in a conference environment. So that means there’s a quote unquote a green room, um, similar to and actually, one of the reasons why I use this platform and have bought it and put it in combination with is the live webinar platform that we use for our live weekly show integrates with this.

 

So when we do a conference summit, this allows us to then use our live webinar to go on and then use all the functionality of that platform. Shared screens, presentations, decks and what have you? Oh, that’s part of the combination. But, hey, Summit controls the summit aspect of it. Here’s our list of speakers. Here’s our agenda. Here’s our links to the individual content associated with the agenda items. All of that Conference esque information online is controlled by Hey, Summit and the third tool I wanna bring to.

 

And I know we’re hyping onto the tools and we’ll get to the techniques of all these very quick is air meet dot com now. I just recently acquired this and I’m planning on using for a variety of reasons. One of it will be a showcase coming up very soon. Ah, products showcase, which will be for you to attend and free to participate in, um, but it also has its ability of connecting payment gateways if you wanna do a pay for and what have you? The very interesting part about air meat and why did this in distinction to that of a summit, even though I had a summit beforehand, is its ability to have a kind of virtual trade show, as it were Visually, there are tables in the sense it’s a flat screen.

 

But there’s areas where it shows different tables that you can go sit now for anybody’s been to conferences that has networking functions where you go into the room and there’s several Roundtop tables and their signs, placards on the tables to say, This table is gonna be talking about revenue management. The state is gonna be talking about, uh, digital marking the state. We’re gonna talk about social media, um, or vendor tables. Hey, this is the X Y Z company. This is the ABC company over there, and you can sit and talk with the vendor.

 

They usually do them during the lunch transitions and dinner transitions. If that be the case, and you can selectively choose what you would like to participate in dialogue with. It’s also meant to segment out groups. If you’re creating team building and or crossovers like department revenue management is over here. Department marketing is over here. Department engineering is over here. It’s a way of creating subsets of participation. Air meets excellent about that because it allows you to do those things in the subsets. So say, for instance, and typical conference esque style.

 

You have a designated keynote presentation at a designated time. You have between those keen of those noted through those presentations a opportunity. Go to these sub tables and have dialogue in a much smaller group. The group is identified. You can collaborate, you can share contact information. It’s a lot more of our dynamic interaction with all of this so that you can, you know, ask questions more specifically to a smaller audience. This also allows keynotes that have come up from the presentation to go to their own table and people to go over and join them and asked and continue the dialogue that maybe the presentation was related to.

 

It also allows you to create breakouts where, okay, we have this presentation and this training now break out into your teams that you’ve been assigned to. There you go to the individual tables. It also allows you to move between the tables. I want to join this conversation. I want to join that conversation so it’s much more virtually similar to the physicality of going to a conference that has those functionalities to it. So those air three tools that I would like to use in our technical discussion very quickly, and that is events frame dot com hey summit dot com and air meet dot com and those who are three Tools of the Week

 

Announcer — Now for this week’s hospitality technique.

 

So our technique this week is related, of course, to our three tools, and that is what we have here is a failure to communicate. I am stealing the quote from that famous older movie that if you’re old enough to remember on if you’re not, look it up. But the juxtaposition of these tools and why I wanted to bring you to the conversation of the podcast today is as we begin to hopefully light at the end of the tunnel emerged from the complexities of what the pandemic has created in our industry and as an operations of business, uh, for our ability to communicate, collaborate and coordinate between all of this disparity of separation that we’re facing.

 

Uh, we know that there are certain residual things that will come out of the pandemic. Companies have learned toe operate non centric Lee. Physically, we don’t need a huge mother ship building with multiple floors of people that have to drone in work, transit, driving in, train in, fly in whatever to go to the work in the office because that people are changing where they live because they don’t have to make it hub around where they work. Uh, not everybody has that luxury. I understand. And there are people that will still need to come to the mothership, uh, to coin a phrase, uh, on a regular basis because of the need to physically interact and collaborate with other people within the organization.

 

All that said and done, there will be a need to reinstitute our ability to congregate. Now, I think, from especially our discussions and from the live show and what have you over time, we feel that there will be a huge resurgence of people want to just simply get back together with other human beings in the same space where we can hug and shake hands and wave hands And what have you with each other and spend time together literally in the same room and get off these flat screens of seeing little talking Brady bunch tiles.

 

Um, that will, in its way, Wayne through because companies have learned I don’t need to pay a huge amount of leased space to have cubicles or office spaces and sub meeting rooms. A scale that I had it before. I can operate a different levels doesn’t mean it all goes away, and I hope it doesn’t. But it does change the scale and structure of it to a degree, and because of that, we’re gonna have to look for other means of collaboration gatherings. We also realized that this technology works that yes, it has its corsets feature and it’s fatigue.

 

But at the end of the day, instead of having to fly out 10 people, toe a conference and pay for theater attendance and the travel and the accommodations and everything else, it’s seriously re skills how we participate in our gatherings of conferences and events. We also know that being able to disseminate content and training is critically important, especially for organizations that air rebuilding, restructuring, retooling, re bringing every staffing. Um, everybody’s gonna have to knock off some rust and dust as to what they used to do versus what they need to do now.

 

And there’s gonna be a need for training. Well, the fun or I should say the aspect of this is, uh, companies, even if they were well maintained financially, are not just going to throw money at training willy nilly. They’re going to be very selective as to how much they spend, how fast they spend it, how much they need to spend towards getting people up to speed and learning new skill sets or collaborative spills cooperative skill sets. And that doesn’t mean flying in the whole sales team from 10 different hotels, so to speak, to learn the new sales techniques.

 

It might literally be. Hey, this technology works online, but we need some means of in their collaboration. That isn’t the Brady Bunch tiles of us talking between each other because, gosh knows we spend half our time. I’m sorry, Did I interrupt you? Wait a minute. The jokes we make about it, you know, of the technology works. But it has its ways. So conference type Softwares like air meet live events frame like hey, summit. Okay, uh, mawr. So air meat. And hey, someone when I’m referring to it in this context is a wonderful bridge over of saying, Look, let’s let’s have a mixture of this.

 

There are some people that we think we should bring in physically to the same room they won will be participating and presenting. Perhaps, but more importantly, they may need some higher level orm or intricate conversations that the technology just dilute. But for the most part, let’s make the audience broader toe. Others that allow them to be sitting at their desk at the office are in their workspace or whatever they have for or even at the properties and be able to participate. Think of it in this context, and I had this discussion recently with one of my clients.

 

There has always been, to most companies process a sort of corporate gathering, a company conference. When it’s team building one, it’s it’s to meet and greet and see people by facing by name that you’ve dialogue with for your email and phone and now, of course, video on screens. But it’s a chance to collaborate. Coordinate now, usually because of the costs associated with that, that is limited to the people that it is worthy to make that cost validate, which usually involves your corporate teams, your senior regionals or a T best.

 

You know, your executive teams from the hotels and in some cases for cost savings that is actually rotated between how many people from the hotels actually physically show up with these conferences? Um, one year, maybe just the sales team that shows up the next year might be the revenue team. The next year might be the marketing team, but very rarely does you pluck the entire executive team out of a hotel and make them travel physically to a location for, you know, just for lack of a better word.

 

But it’s a little bit derogatory. Rara session of getting everyone together. Thio get that feeling of collaboration, family spirit, coordination, company culture and what have you, uh, large companies I’ve participated in, been asked to speak for, get paid to speak for large companies gathering where they pay people like me to come in, spend lots of money for me to be in front of them as an expert on something to help them be exposed and educated towards stuff. Well, let’s expand that audience. Yes, still, bring in those and yes, still bringing maybe selectively those because the costs are still there.

 

But more importantly, is let’s expand that audience virtually so that people that were not asked to physically attend those events had the exposure to the content that is important by those gatherings and perhaps in different ways, offering platforms like thes to collaborate between each other. So it’s not just showing up to listen to somebody talking head on their screen, and they make a little check box that says I attended but rather be able to interact cause everybody has a resource value. Everybody has something that nobody else knows everybody.

 

Housekeeping team, engineering, team grounds, team. Everybody has a something that they can contribute to the dialogue. That is a perspective unique, a valuable everybody else that doesn’t know what they know. Why not make that available? There should be no reason in the world with the technologies that we’ve been exposed to in the acceleration of the quality that they’ve created thes tools being some examples of that air meat and hey, summit okay, that you can’t have a summit that has people within the room. Yes, but more importantly, has teams at the properties watching and participating in the same things.

 

Have them be able to sit around smaller tables so that you’re not looking at having several 100 people. Listen to one person that thinks that they’re talking about something valuable, but most people go, Yeah, we probably could have shared that in a smaller audience, but those seeds into smaller audiences can be a crucible of information. Go Wow! That’s best breaths. Pretty insightful. We need to bring that to a larger audience. We don’t often allow ourselves this opportunity and conferences and team buildings and groups. We only bring our biggest and brightest.

 

There’s a better way of saying it, but, ah, lot of times that not necessarily makes them the most knowledgeable. The people that are doing it every day can point Say, you know, as a housekeeping person, I can tell you that. Yes, you want me to fold the end cap on the bed this way, but because you shorten the sheet, no pun intended. Maybe, um, you can’t do that without it being this. And because of that, we don’t do it because we’ve gotten too many customer complaints. But you’ve never changed the sizes.

 

You mail us when you purchased the product, and you’ve never asked me as to why we have a problem with this. So sometimes some of the greatest ideas come from the most casual conversations, and they come from everybody that cares about what they dio and these platforms allow us this now new opportunity to include everybody in the conversations as we move forward on reevaluating how we approach, learn and adapt to what our business is changing into and from. So there we have it. Our technique this week is what we have here is a failure to communicate.

 

And that’s based on the new tools that we should begin to exercise and are using off our teams and our communications with those that we work with and do business with.

 

Announcer — Now this week’s hospitality news that you should know.

 

So news and show review. Awesome, Awesome show. And I say that every time the Melissa from fuel travel mostly Cavanagh from fuel travel joins us. Uh, they did the 11th in the Siris of the consumer sentiment, said the fuel travel consumer sentiment survey on it was, to me, very revealing as to transitional thought processes, Um, for lots of reasons.

 

First, let me tell you who was on the show with us. Dean Schmidt from Member Base Camp Minutemen Search marketing. We had been handling, which was great to see him back because we just went through and he and his family through co vid and he’s over across the pond in England, where they’re now severe, locked down. Um, we also had a Dell Gutman from a spy reputation marketing Tim Peter from Tim Paynter Associates and also Stewart, but also from field travel on Bond. This sentiment study for me was something I’ve been running around and beating on, as if it was a Bible when I was a Baptist minister.

 

Um, it’s a chance to look at the transition. Why did the end of the tunnel We are all very pragmatic as to knowing there’s a reality is to our our hopes versus the reality of what we’re going through. We’re going through the worst days of covert now, both from Los and from sicknesses and inadequate season. Being able to compensate for those and what have you, um, and not to go into the politics nor the logistics or sentiment for that? Just the horror of the pain and the loss that it is creating for us and in the world, and as a society and humanity as a whole.

 

With that said, there is hopes of the vaccines being spread. And as we’ve talked about on this and on our live show many times from an industry perspective, not just as a human but as an industry perspective. The vaccine is our course to redemption, our course to gather back. The more that that vaccine gets distributed, the more our industry will come back to life. It is directly tied together, correlated, Um and so it is necessary for us to be advocates of that. We have many discussions in the show today, actually, is to How much do you push that is to Is it a mandate capable thing?

 

Or is that just a desire to believe that people will take it because it benefits all of us on? That was a fun point to be made, but Melissa brought out some very interesting facts. We went through them in great detail. Has great feedback from everyone. But key elements to that were, uh January, which is normally historically. Regardless, originality or area that you may be finding yourselves into is historically given the weather temperament of northern hemisphere versus southern hemisphere, a time that most people make a lot of travel plans for the course of the upcoming year.

 

Uh, with all the holidays just recently having been passed, being in the throes of being a colder and darker and back to nothingto immediately look forward to holiday wise, people begin to make plans for their spring breaks and school breaks. If they have family, what have you? And it’s now even more so a hyper interest because people are now looking at all the aspirational ideas of travel that they had this past year during Cove it and just say, you know, while the offers air still at this bottom of the pit, so to speak, and and the and the cancelations air, so flexible and all the other variations of what all of us have been trying to do to solicit people’s desire to book for the 10 that they do feel safe enough to travel.

 

This is it. This is this is showtime on. Because of that, this is the time to make sure that you get put in front of people for to be considered for them to make plans where they’re not. Just think boy, wanna be great when we get to. It’s more like, Hey, you know what? Let’s go look and see what the rates and so far and let’s book at a time in the year that we think we’re gonna be able to start, take advantage of that, that we buy them.

 

We might have a vaccine ourselves, or that there’s enough people that have the vaccine or we get past the hump. But whatever that is, and from the survey that we talked about, that tends to be late spring, early summer. Now I feel, and we did the discussion as well. That might be a little slightly optimistic because it’s it’s not just There’s two factors that play perception of safety of travel, and the other is the legalities of travel when governments feel that they that there is enough of the vaccine in the population, that they can begin to ease the restrictions that they have created.

 

So there’s not just the sentiment aspect of when I feel safe to travel, but it is also the legalities of, um, I allowed to travel on those two key elements and so I tend to think is more later summer earlier fall. But this personal opinion. Just It’s just like putting a finger in the wind whipping. You know which way the winds blowing? Um, the survey, however, does tend to show that people are optimistically looking at doing this towards the end of summer. Um, into the August time is being peak of its when I think I’m gonna or June, I should say, June, um that’s why I think I’m gonna get out of here.

 

This one thing I’m gonna do it. We know that. You know, strangely enough, when we’re looking at the service she was talking about, Ah, lot of people say they weren’t traveling for the holidays. But then we, of course, looked at the news, which was pointing out the fact that the holiday travels. Uh huh, really large. And we know that that’s probably have two conditions. One is those people who don’t think this is really don’t give a rats bit about it, and then the other people that just because they feel like that, they if they don’t do it, they’re going to lose connection.

 

You know, they have older family or they themselves are older, and it’s like, Look, I gotta being stolen my time is being stolen for me. I need to go see my family. And a lot of them said, Hey, look, you know, if for us to do this I have this protocol of not doing this Can you have the same protocol? So we could both feel safer that we’re not giving this back and forth to each other? Especially things of you know, the SMMEs attract people, being the higher contributor to people getting covet.

 

And, of course, the variants that are coming into the news as we speak. All these things play into the decision processes of this. Um, but I’m talking about where people feel me, general population person feels that it has reached a point of safety that I feel comfortable enough to travel. That is a very arbitrary personal thing for everybody. But knowing that from the survey, most people feel that’s gonna happen somewhere towards June forward, so good in that perspective of it. The link, of course, is in our show notes here for the podcast, which you simply go to hospital digital marking dot com forward slash podcast.

 

Look for some number 283 all of last year shows we put him into the archive. We try to keep current that what you see is only this year show. So there’s only to look at and you go there because all the rest of you in the archive link if you wanna go back and be playing of our previous podcast, you can do so as well as the live shows for that as well. We also had a quick conversation towards the end, about an hour 44 into it of Wyndham selling tour and travel.

 

The theme. The idea might not selling toward trouble. My apologies reverse of that. What they did was, um, Wyndham went over, and but the travel and leisure not for the brand, but not for the product, for the brand, the auspices of what it was and what it was for, and really, who was connected. Thio Um, it was very fascinating discussion we had about As to the purposes of all that. It’s like, Okay, why would Wyndham worry about Travel, Leisure magazine and so forth, so on? It’s not about that.

 

It’s about what they represented, who they’re connected to, which lended itself to a larger discussion with G A four coming into play and are diminished connection to the source data compared to the interpreted data on how to really the fact we’re gonna end up relying. Maura, Maura, on what? The platforms tell us the information saying, rather than looking at the data that they have for us to determine what it says, Uh, like g A for um, And if you want more about Google analytics for than previous podcast previous live shows, of course Google it and, uh, you can look at it for yourself.

 

But the idea of that first person collectivity first person communication, first person dialogue is, if never now mawr important to do because a Z we talked about many times on this show before in the podcast many times before ask do a survey. What is it you’re looking for? It is the most fundamental question people are frustrated with before and after with any Web design I didn’t find it was looking for you didn’t have what I was looking for. We try to guess by our navigation where people are looking for websites when really they could tell us there’s some wonderful platforms we have featured on this podcast.

 

Actually found. And what have you, um, that help with the F A Q building process, content development process, inquiry process, competitive set discoveries. What are people looking for suggesting guiding. What are they peaking for? And adding that content to help them find discoverable content that we find valuable that we could share with them. So all of that, getting that dialogue on a one on one basis is truly the inspiration of why Windham did what it did. Um, the show. That’s a little over two hours, which we normally run around two hours.

 

What is this time of the 12 hours, and in 17 minutes or so we ran. The show is like amazing conversation and well worth it. The time stamps that we have for a dialogue, of course, from the show notes as well. Um, the news item I want to catch that we didn’t get talked about on the live show. Uh, it’s kind of a weird reversal as to why you would think I would bring it up. But the headliner was when big brands stopped spending on digital ads. Nothing happened. Why?

 

And you might think that that is contrary to the purpose of why would be bringing that up. Wouldn’t that be shooting us in the foot for saying Well, digital marketing doesn’t work. Um, that’s not true. A lot of the mitigating factors to this one is, uh, the biggest one is is that a lot of reasons that were shut off on marketing were because simply there was no demand. Uh, this past year, So turning off what you couldn’t sell anyway, you could not self, you know, the old adage because you couldn’t sell silver dollars for 50 cents on the corner was true.

 

No matter what you were offering, nobody was wanting to buy it. That being said, there is also an underlying point that was kind of like the emperor doesn’t totally have no clothes here because, ah, lot of the ads that when things were shut down, didn’t affect a diminishment of business, either. For a lot of people, our lot of large businesses, and that’s because there’s so much traffic we’ve gotten into this terrible mindset. The bigger numbers mean better business. And I have been with my clients in our discussions on the live show and so forth.

 

I look a commonality of KP ice KP ice key performance indicators and also mean common goals. And I’ve said this many times I’ve spoken both corporate organizations. And when I was doing interesting my rocket programs, um, was the belief that I can tell you numbers that will make it sound like everything’s great when in fact they’re not doing what they need. You, you for it to dio because they’re not hitting your goals. Case point the term rose. We return on ad spend. I can spend money and get a 20 to 1 31 rose return on that spend meaning for every dollar spent.

 

I got 32 1 20 to 1. That’s brilliant. I’m rocking it. I’m killing it. How much do you want to spend? But the fact remains, if I’m selling the cheapest, easiest thing, I might have only generated five or $10,000 worth of business. Well, as a revenue manager who might be working with your telling me we’re behind 100,000 that month and I just beating my chest, I just gave you 5000. You’re like, Where’s my other 95? The point is we need to have the same goal. Why would I pursue a little rabbit hole for $5000 unless I could also pursue a lot of other rabbit holes for $5000 that help with that $100,000 that you’re telling me we need to eat?

 

Common Goal Common KP Ice Common effort on DSO For that reason, digital marketing. When it comes to what we’re looking at for numbers, which I and many of my my friends going for two as vanity numbers look, all these people impressions implied metrics implied this implied metrics means literally. At the end of the day, how much did I bank and bring to the bank to deposit to pay my payroll? And if it isn’t growth, it isn’t working. I don’t need to see the picture of my hotels porter cachet to know that I own a hotel, so to speak.

 

And the only person who wants to see that picture is the person who owns the dang thing. Same, too, with our marketing strategies, without it being incremental or maintaining the business that we have, and it’s justified to show that when you stop it, it goes down. When you turn it back on it goes back up. If you can’t do that, what you’re doing isn’t working. That’s fundamental. So all these metrics of numbers and traffics and so forth and there’s so many miss tracking is like, Oh, well, we grew android users by 1000%.

 

Did you know what you did do was have targeted things based on platform size and you basically isolated out the ability to show android usage not because it was more there. It was already there. You just identified it for what you I did is attract the miss shaped, mishandled smoke and mirrors mirror. You know, stuff that agencies do infuriate me. As to this This I think Ben interested the organization Digital market without the BS. Um, that’s the thing that’s BS is Oh, look at these numbers. Look at all the things we’ve done for them.

 

No, this many ex more traffic, this many more x growth and these things with no backstories toe What was the baseline? What was the incremental value? That means something to me telling me that that grew by 20% compared to And how well did it go toe What I needed it to dio That’s a key element to this and if done properly, if when you shut it off, it goes down, and when you turn, it goes up, and if you add to it, it goes up a swell. So for incremental ality, that’s the measure on a measurement that counts not on the number that goes up and down based on whether the sun rises or falls.

 

So that’s why I brought up the article. The article does go into some very good detail as to the contrast of what I’m talking about. I don’t agree with everything with it, but then again, I didn’t write the article, but I do agree with the premise of it is that brands didn’t do themselves any favors, and they didn’t certainly do anything as a favor for some of their brand constituents for what they were doing. They were basically putting out numbers that didn’t really impact what the hotels were benefiting from.

 

Keep that in mind, so remember you can find us on Google play Apple iTunes I Heart radio soundcloud stitcher Spotify, Pandora tuned in podcast. The list goes on, actually 39 platforms and counting, or even on Amazon’s Alexa Google assistant in Syria just asked to play the hospitality marketing podcast and no matter which one you may use. If you like to show, please rate us and leave us a comment that will help others find our content as well. Plus, give us feedback is toe. Would you liked? It didn’t like you would like to hear about?

 

So, um, also, 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 podcast, you could go to hospitality digital marketing dot com forward slash podcast. And don’t forget our live video talk show that you can join and participate in every Friday at 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 look for the latest episode I just mentioned in today’s show number 283.

 

I will be there as well. Plus, we do do subscript subtext or close caption, I should say now, in 11 languages, both for this podcast and for the live show. And with that, I thank you for the privilege of your time, and I look forward to talking to you next week.

Announcer — You have been listening to this week in Hospitality Marketing, the podcast show 283 brought to you by hospitality, digital marketing and in support of the HSMAI Hospitality Sales and Marketing Association International. All right, reserved copyright 2021.

Founder / CEO of Hospitality Digital Marketing

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