Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #287 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;
01:27 — How cans sales run Marketing? Does it work?
01:36 — kolbe.com Amys platform for sales training
01:45 — Remote Revenue Managers and Sales training teams is it now the norm to not be at the property?
02:00 — Show ends
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Hospitality Marketing The Podcast Show 287 Transcript (English U.S.)
Announcer — Welcome to this week in Hospitality Marketing. The podcast show number 287 with your host, Loren Gray.
Hello, everyone, and welcome to the hospitality marketing podcast I’m your host, Lorne Gray, and this is episode number 287. 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 are You will quickly see very focused, uh, two of which we’ve discussed before in different contexts. But I want to bring them back in today’s dialogue for particular reasons. You usually quickly why, uh, the first one, which we’ve talked about before and relatively recently, only a few weeks ago is a platform called Hashtags for likes dot c O and has discussed before. This is a way of discovery, not discovery is toe whether or not it’s legit. or used, but also what is used for.
But more importantly, it’s value proposition hashtags on multiple platforms, but the one I want to focus on, you’ll see quickly why, uh, this allows you to look and see. How fresh is it? Is it a longstanding hashtag? What is it used for in general? In context and content actually shows you what the hashtag content is relevant to. How it’s being used in relevancy before its history before its volume of traffic before. And it really helps you define how well selectively you can augment your posts and content to a dialogue associated with the hashtag.
As everyone knows with Hashtags, all social media is a very wide, deep river of content, constant flowing content, constant dialogue. And from that you want to be associated with the dialogue most relevant to what you have to offer, what you’re listening to and how you contribute. And hashtags for likes dot com dot c o is a great tool for that. The next one, which we’ve used before or talked about before, is social insider dot io. Now social insider allows you to review and see not just yourself, but any social media platform.
Theo engagement. It’s relative use and frequency, its growth of audience. What was the most popular posts? What kind of posts were they? What time of day were they posted? What was the engagement type over a period of time? Things makes it very powerful. Discovery tool of your competitors. It’s my strongest social media research will be honest with you, ast to what they’re doing, how they’re doing it, what shows to be successful, what doesn’t show to be successful, what potentially they’re missing in their content and what I can exploit for both good as in duplicating what they’re doing well, if it’s ethical to me and also what they’re not doing well and what I can improve upon if it is valuable to me and that is social insider dot io.
The third tool, which is new to our discussion today, which I’ve just recently started using, is called kite list dot com k i t list dot com were kite list dot com comes in a value is as anyone that uses Twitter specifically, you concretely lists what are lists? Well, they’re not hashtag hashtag is an association toe a dialogue or content its to say, Hey, if you’re interested in this context, this is where the discussion is. Lists are an aggregation of places, Ah, lot of people, businesses, pages, people of the organizations, agencies.
Everybody in the realm of Twitter creates lists. What are lists, if you’re not familiar with them, List is to say, You know, I love about Korean food, so I’m going to create a list of all the cool Twitter people organizations handles that are related to Korean food that I think are valuable where there’s another lover of Korean food. Or there’s a Korean restaurant guide in Houston. Or there’s a Korean Restaurant guide of Indianapolis. And from that this aggregation of these lists people follow going man. Lauren, I love your list on Korean restaurants.
I’m gonna follow it because you really are putting all this cool stuff together. And maybe I can comment and add to that list off things that I think are worthy of the list, and I can add them to him. Should I choose to? You can get shared within that list so you could see the value of lists being This is yet another resource of similar content and kite list helps you discover those lists. You can go in and put the topic or contests that you’re looking for in kite list, and from that it will show you all the list.
Now are all the list fantastic? Though some people make listen, nobody knows they exist or and or their just for personal interest. Personal monitoring, personal aggregation and nobody’s really involved with it. And it’s not very active list. So, really. As good as the list is, there’s two values to it. One is the person that created this good enough to connect two and two is what they’ve gathered in the list, another step in your research and discovery process of something else you might want to associate, follow or engage with.
So there’s more than just the first list of first aspect of a list I should say of Do I want to be a part of this list? But then there’s who’s running the list, and what’s in the list are the other two, and that’s the third tool is Kite List K i t list dot com. The fourth tool is something that I think that people are less mindful of. They either dismiss. It is something that they just don’t know how to use or they just haven’t seen it, where they’ve gotten very good at other things, that this is the next generation of the marketing strategy, and that’s actually doing business.
An advertisement on twitter dot com So the place to go for all of this is business dot twitter dot com. Now, if you’re not in the space of doing advertisement within Twitter, and it is different than the other social media platforms, um, you have to become familiar with a lot of different ways that Twitter advertisement works if you’re not familiar with promoted accounts. Promoted tweets Promoted, promoted Onley Tweets Promoted Trends If you’re not familiar with those things, if you’re not familiar with the segmentation of how and what you can segment as to your targeting, whether it’s music genre, particular artists particularly interesting flavor with your terms, in addition to all the other familiar that the tools you might be familiar with like demographics, geography is and so forth it is sometimes a daunting perspective and, of course, with any platform that you’re gonna give money to they Air Mawr than helpful to or help more than wanting to be helpful in showing you how to use their platforms.
So of course, there’s plenty of and add help center that shows you how to do this. What you could do. What are you trying to do so they can help you figure it all out? Because at the end of the game, if you can find a value, what they’re offering, you’re going to pay money to use their platform. Twitter is not. It never has been my first go to in social media platforms for advertising. However, as we have seen, it is a powerful medium when used for good or bad, really.
But if you are good at knowing how to define and isolate the audiences that you can speak to that are actively engaged with the platform, it says powerful if not in some ways more powerful than some of the other platforms. Um, again, Twitter has to be in context. I think what keeps people away from Twitter is the unknown of Wow. That’s just a bunch of people talking about a bunch of stuff so forth and so on. Which brings us to our technique of the week.
Announcer — Now for this week’s hospitality technique.
So, our technique this week is starting with a statement swimming in the raging Torrent. How to navigate Twitter better as I was leading to when I was discussing the tools we just went through. Twitter is a very wide, deep, raging torrent of nothing but fire hose content. There are millions of people on it, obviously. And unlike other social platforms like Facebook and so forth where you begin to cultivate what it is you’re wanting to see, Twitter is everything from everybody all the time. And most people are only familiar with Twitter and the Oh, I like you.
I’m gonna follow you. Which is literally kind of what you look at Facebook being like our instrument Grant being like like, Oh, I know who you are, found you. I’m gonna follow what you have to say. And then it turns up into your for lack of a better term. Very Facebook. Asking your news. Feed your Twitter feed. Of course, the more you follow, the more that gets put in. And unlike Facebook, ah, lot of it is not just based on prioritization of other family and friends. Is it viral content?
It’s literally a fire hose. So the more you’re engaged with Twitter, the more you get inundated with a stream of conversation on. But also, things get interjected, as we will talk about with advertisement and also virility and things of posts and so forth. And from that you just get daunted as 20 my God, this is just how what? What? I mean, this is just a barrage of stuff. So one of the first things you do is a user of Twitter’s. You begin to filter what you’re looking for, and those go back to a little bit what we talked about with the tools.
But from your user perspective, it’s I have certain context of things that I’m interested in. Maybe I’m interested today in a cooking aspect of information, maybe tomorrow, interested in newsworthy stuff. Maybe the day after that, I’m worried about you know, destination or location information. After that, I’m interested in whatever I’m interested in and from that hashtag savory helpful because you could look at a topic and then from the topic of searching it within Twitter. It shows not only people but, and I’ll also hashtags that are related to that topic you say?
Oh, that hashtag seems relevant. Perhaps we’ve seen many, many times with Twitter Hashtags being hijacked where it was built for one intent but totally used different fry. Others in another way and hijacking can happen in the sense that it is open in public, where you start a hashtag, but then people use it for an alternative. We’ve seen that politically, we’ve seen that from a business perspective going wrong. But we’ve also seen a lot of right ways that has been used to and then for a lot of informed ways.
So it’s from a user perspective. Hashtags are helpful to cull down the dialogue to something more topically related that you’re interested into then the next aspect or another, not next. But another aspect of this is. Then this’ll ist conversation. We had, uh, looking for aggregations of content where I don’t know everybody that’s involved in. Maybe, as with Twitter, it’s only situation of when you go on and is what you see. If you try to scroll down to all your history of the of the context you after just going down five or six scrolls, you’re only going back 10 minutes.
You’re just going. Oh, my gosh. So with Twitter, people also feel very daunted that if I don’t post it at the moment, I want people to see it. It doesn’t get seen. And that’s pretty much close to being true. If you’re just organically posting things, the timing of what you’re posting the time of day, uh, maybe the isolation of who you’re posting to makes it that if they’re not on at that time, they didn’t see it. It’s like driving a car. If you’re not at the intersection that it happened, you may have passed it in five minutes.
Behind you had happened. Lucky me. I wasn’t there when it did or unlucky me. I wasn’t there to see it. So that’s too with trip with Twitter now with Facebook, at least with from their perspective, they tend to curate the data down to more of a prioritization so scrolling down we’ll still categorized information relevant. And then you start seeing things that even though they happened a day ago or two days ago or three days ago because they’re relevant to you according to what Facebook things, it puts it into your news feeds that you find it easily as well.
Twitter doesn’t do that. Twitter is like it’s on. It’s now it’s here. If you’re on you see it. If you don’t, it’s not. If you want to go back to see it, good luck. Just manually scrolling it. They don’t really know what to do, you know to find something older. Well, that’s where Hashtags come in. That’s where lists come in, where you can then define what you’re interested in. There’s other tools we’ve talked about on the podcast before, like Trendsmap, where you can look at a geographic map and it will show you the hashtags and at symbols of who’s dialoguing geographically.
So you could see what their topic Lee talking about from a geographic perspective. And it will help you to find, like, Oh, wow for me, in particular being in Southwest Florida. If I want to know something about what’s going on in Southwest Florida, the hashtag swf L is a useful hashtag. Now, if there’s list I can go and look for Southwest Florida or SWF l list that people are talking about things that they’ve aggregate like these, the 10 best restaurants or these the best restaurants or These are the best, uh, medical this or or retail this or Tyree pace?
But whatever it is, everybody has a list for something. Everyone has a topic about something, and certainly there’s a hashtag about most things. So using Twitter in that regard from a user experience, there are ways to get better at looking for and finding the content and the context of what you’re looking for. From a advertising perspective, those same tools are the same reasons why you would use them. If I user is using Hashtags and lists I as an advertiser want to make sure I’m identified and associated with the very things that are relevant to me, that would be relevant for somebody wanting toe.
Look for those things and that goes back to our tools discussion. In order to do that, rather than needle in the haystack hen pack and just second guess and follow what he’s catching your eyes. A user. These tools hashtag for likes kite list social inside, of course, business. Twitter’s own business tools help you define how to get in front of these people and again, with any played paid platform, they’re going to allow them. You depending on how much when you want to spend with them to usurp that organic firehose of content and place yourself in a promotion on Lee.
Okay, position. Okay. Promoted Onley tweets. Okay. Promoted Onley trends that you could be on the top of because you’re willing to pay them to be in that dialogue. If you truly want to be on top of being a Super Bowl hotel, Okay, then you can be that you can be in the dialogue of Super Bowl Tampa before we won. You know, just saying optimistically anyway, um, theme the Super Bowl. You want to show up for places to stay in Tampa for the big game, then you can.
So because that you can pay for that placement if the audience is right. If the message is right and you’re at the right timing of this, all things you do with most most marketing decisions, then yeah, you are. You can do that. And Twitter turns into a very valuable large audience. Very actively engaged, as you know, the detriment of the you know, firehose constant. If you’re not there looking at at the time that opposed organically, you don’t see it That also is an asset of when people are looking for it and you’re in front of them.
They’re in the mood to convert. That’s another thing with Twitter. You don’t tend to talk about storylines. You don’t progressively dialogue. It’s in your face. Here it is. If you’re going to go over and push content of by now, here it is. Here’s the price. Here’s the offer. Here is a link. Twitter is your platform Twitter is all about. Here it is now do it now. Click now, Be this. Now this is now Do it now, that’s very much Twitter. Uh, not like Facebook face, but you don’t walk and go and buy this.
Now, This way, I have to offer people like, Wow, I’m just kind of looking. If I’m interesting going down there, you’re trying to sell me something without even telling me why I need to buy it. Well, Twitter’s reverse that Twitter is all about Yes, you can talk about why you wanna buy it, but you have limitations as to the amount of content you have limitations, amount of emerging graphics that you can use. So it’s really about getting to the point quickly with an action item immediately attached to it.
That’s the value Twitter. So our technique this week swimming in the Raging Torrent How to navigate Twitter Better!
Announcer — Now, this week’s hospitality news that you should know.
So, news and show review Lots of fun today. Dean Schmidt with Met Search Marketing Base Camp Meta was with us Lowly Mark Urman joined us from T CRM services and thinks of Enterprises. Tim Peter with Tim Peter Associates. Amy Infant With Git Go, that’s G I. T go dot com. Adele Gutman with Now the new minted Adele Gutman dot com formerly aspire Reputation marketing.
She had to change because there’s Ah lot of aspire reputation marketing out there and to be distinct because everybody knows Adele for the medium that she’s in. It was easier and, I think, very wise of her just to call her company who she is. And, of course, Mr Stuart Butler with fuel travel joined us a swell, um, Robert Cole, who normally does a wonderful job of every week. Making sure this to us, I think, is just way busy with his J D powers and focus right work right now.
He was unable to get us the list today on what he normally has a very excellent curator list from his businesses. Rock Cheetah I still highly recommend that you sign up for it. It’s free newsletter list that has some really relevant content about business that week. Items that week. Information that week that can impact your business and that for to subscribe is easy enough to go to bitterly. B i t dot L Y forward slash rock cheetah All lower case, no space. And there you just sign up and you get the newsletter That I’m sure will come a little bit later on today.
But we just didn’t get in time for the show. But we did have the chance to talk about some very interesting revenue sales, current situation, topics. Um, I kind of let ourselves in the dialogue to start things similar to what we did in our podcast last week, which was, Are we basing our budgets on optimism or reality? How are we figuring out what we’re going to do and spend our monies on and when and how and where? Based on what we would like to think it’s happening, which a lot of surveys being consumer sentiment.
Surveys are showing people have this very much we know pent up interest is that we know there’s a floodgate off demand when it feels safe for those people to travel. But we also know there’s originality of fragmentation is to the type of business that you have as to how soon or when those things will happen for you. Obviously, there are is, ah, higher relevancy to some maybe destination resorts in certain geographic locations that will have a different timetable than the traditional hotel located in a metro or associate ID. Uh, ambulatory or tertiary market.
There will be differences. Is demand for those good or bad, up or down in comparison. It’s really up to the uniqueness of your own destination information to make that assessment. But the optimism is summer is one. No, this is gonna happen, and we all know it’s not one lights, which everybody you know tied doesn’t come in for everybody. At one time, there’s gonna be certain places and business types, as we mentioned, they’re gonna benefit in different ways. However, I feel that I, even though consumer sentiment is optimistic that they would like the reality of the lag in our vaccination program, the resistance of the idiocy of some people to not take it.
I know that some people may have a medical direct concerns, so please don’t think that by some people refusing it is because they just are ignorant of it. But I but those that they may have a medical edition, but for those that are just ignorant of it, I I condemn them is not being a smart to the process. Azan Industry person. Our salvation as an industry is to the adoption of the vaccine. And the more that take it, the more that this can mitigate our population globally from being an influencing factor.
As to the susceptibility of this, uh, pandemic in this cove, it in all of its variations is literally difference whether our industry will grow earlier vs later. I mean, our industry will always be around. People always need a place to stay in a place to eat. But how much of our growth in what timeline is directly correlated with the adoption and people taking vaccines to a level where it mitigates our population from being concerned with it to the degree that they can’t travel or being told not to travel.
So that’s why I talk about people there going, Oh, I’m not gonna wear masks. And But you know what? Y’all just a dumb at this point, maybe you’re intelligent. Lots of other things, but you’re done in that process. We’ve had that discussion on previous podcast of the definition of having to calculate for stupid people in our marketing on that stupid not being that they’re dumb, mentally capable, but dumb and decision process, uh, where they hurt themselves and their competitors by making dumb decisions like lowering your rate or reducing your brand standards or cutting being intimate with your payroll and services and things like that.
Those air dumb decisions may be done by intelligent people may be well intended people. Dumb decisions. Sorry, small little tangent there. So we started talking about things like that, Uh, some very large questions. Can you drive demand? Can you create demand? Well, they have always been hot topics within revenue management, and there is very much polarized conversation mawr predominantly people saying you can’t generate demand and we had discussions is that truly true now is in our current market environment Is it truly you can’t generate demand? Or is it?
And we had that fun discussion we also talked about is discounting working during a reception. And this goes back to the theme Stupid people conversation and the for lack of a better term. There’s actually a Sapporo Ola’s Quadrant charters to people’s decision processes. Do they benefit or hurt themselves? Do they benefit or hurt other people? And there’s a quadrant system to this process? Eso This isn’t just me picking up a bad derogatory term. It’s a method of we have to calculate the lack of efficiencies or capabilities or smart decisions within our comp.
We’ve all existed in the world where somebody in our comp set has decided to go bargain basement ing because they think that they’re going to get a better percentage of market demand by being the low rated business, forcing everybody else to lower the rates because they don’t want to be too much of a high contrast on rates. It hurts themselves. It hurts. Everybody in the market puts money back on the table, and the other person that wins other that is the consumer that had to pay less for what they’re already willing to pay for.
So that’s what I mean by that. And does discounting happened? The recession? A great conversation of that, Um, how does sales work with marketing now are dynamic has changed. The demand cycles of what sales used to be responsible for has shifted, uh, group sales and so forth. And two contributions from segmentation is like corporate travel has changed. How does sales work and integrate with marketing? How does that work with revenue managers? We know of the bloodbath of furloughs associated with all of those disciplines as cost saving managers by, uh, shortsighted companies, uh, that just wanted to retain their coffers of money rather than being the logistically mean, prudent and judicious and keeping a level of business by integrating those disciplines by keeping people in the chairs.
Ah, lot of companies maybe had the requirement that they had to. They had no options for that. But now they’re trying to make one person a K sales, A k market, a K, revenue management, uh, do all of those things, even though they’re not skilled in all those things. How does that work? Um, what about sales training? We talked about the value of remote revenue managers has this process of Kobe that we’re facing and doing right now validated that, that there is not a direct need for a arm property revenue manager who is isolated in the perspective toe on Lee, that property, and that there’s a bigger property value or value proposition to revenue managers that are a little bit more multi unit global and maybe just the third party resource where they can draw in their value of multiple exposures to multiple markets.
Multiple mediums, multiple products to get the best of all those worlds to benefit that one property that would probably have to have paid less for less experienced person. Instead, they can pay less for much more experienced team. It was really a fascinating conversation and well worth the dialogue to go back and listen to. As always, the show lasted for about two hours. That’s our normal gig for on a Friday, and we had lots of going back and forth. And the nice part was it wasn’t, uh disagreements, inasmuch as it was perspectives and, uh, contra perspectives and and complementary perspectives.
So awesome conversation truly hope we go back to listen to that show. Remember for all things, this podcast that you can find us on Google play apple, iTunes, I heart radio soundcloud stitcher, Spotify, Pandora tuned in podcast break or the list actually goes on 39 platforms and counting. We’re even on Amazon’s Alexa Google assistant in Syria. You just have to ask your particular units to play the hospitality marketing podcast, and you will get the latest episode, this one when you dio no matter which one you may use.
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Uh, even if you don’t put the s in there, it’ll still bring it to the right page. And I was always don’t forget our live video talk show that you could join and participate in every Friday, 11:30 a.m. Eastern US time called This weekend Hospitality Marketing The live show Both this podcast and that live show are transcribed in close captioned in 11 languages. We are in 39 countries for the live show 32 countries. For this podcast, we are over 25,000 people weekly with our live show over 5000, I think with this one.
So we have a lot of people from around the world that listen to us at their leisure or watch us at their leisure. And we certainly appreciate each and all of you that in your contributions, comments and engagement with us. So with that, um Oh, and for the live show, you can, of course, go to hospitality. Digital marketing dot com forward slash live There you could look for the latest show, which is number 287 and, of course, all the previous 286 shows that there were in our seventh year doing all of this 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 287 brought to you by hospitality, digital marketing and in support of the HSMAI, the hospitality sales and marketing association international. All right, reserved copyright 2021.
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