This document discusses two online marketing tools that properties should implement in 2016: retargeting and email nurturing. Retargeting, also called remarketing, uses display ads to target visitors who have previously visited a website. Email nurturing differs from traditional email marketing by using automated, personalized emails tailored to recipients' interests over time rather than one-time mass emails. Implementing these tools can increase engagement from past visitors and convert them to customers through personalized, targeted communications.

1. Two Online Tools Your Property
Should Implement in 2016:
Retargeting & Email Nurturing

2. Hi, I’m James
I work at Valeo
a digital marketing agency

3. I used to be
a computer nerd

4. I used to be
a computer nerd
a server engineer

5. I used to be
a computer nerd
a server engineer
a web designer

6. Now:
I rock a
variety of
different titles

7. Let’s talk about Leverage

8. 1) Retargeting
2) Email Nurturing
Today’s Topics:

9. Retargeting
(a.ka. remarketing)

10. Retargeting ads differ from
more traditional display media.
They guarantee that you only spend ad
dollars on people who have previously
visited your site.

11. The Retargeting Mindset

12. Retargeting in Action

14. REMARKETING PICS FROM
BANANA REPUBLIC
&
BOOKING.COM
Us
Retargeting

15. Granular or Broad

17. Segment Traffic

19. Calls-To-Action

21. Triggers a “Goal”
in Google Analytics

22. Retargeting on Facebook

23. Key Benefits
of Retargeting
High ROI:
Website visitors who are retargeted with display ads are 70%
more likely to convert.
Differentiated Offers:
Market targeted offers to interested guests. For example, if a
guest specifically visited your golf package page and didn’t
purchase it, you can now offer a discount tailored to that package.
No Rate Parity Issues:
Guests will see unique offers.Therefore, everyone can’t access
special rates.

24. Retargeting Requirements

25. If your booking is Off-Site

26. ResNexus + Google Analytics

27. IDEAS

28. Seasonal Promotions
#1
You have up to 180 days you can target ads after a visit.
Someone who comes to your site in the Fall >>
Show Christmas Getaway special.
Someone who comes to your site around Christmas>>
ShowValentine’s special.

29. Promote Services
As in the example before, if you offer services, then you
can promote those:
Weddings
Corporate Events
Spa Specials
Dining, Restaurant
#2

30. Signup For Discounts
#3
Repeat Customer discount or Loyalty Program
No Rate Parity Issues: Guests will see unique offers.
Therefore, everyone can’t access special rates.

31. Retargeting Costs
You can start with low ad costs,
but the time investment can get up there
How much will this cost me?

32. Questions before
moving on?

33. Email Nurturing

34. Who’s doing Email marketing?

35. 4000%$40.56 for every $1 spent
2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590
Email Marketing ROI

36. “Email is 3x more likely
to prompt a purchase
than Social Media
McKinsey & Company “Why Marketers Should Keep Sending You Emails”

37. Email Nurturing is Different

38. Reach
Generic
“ONE TO MANY”
Email marketing is used to
communicate general
information to a broad
audience for informational
purposes
Targeted
“ONE TO ONE”
Nurturing provides the right
content to the right person
at the right time.
Nurturing gets 4-10x the
response rate over stand-
alone email
* DemandGen Report
*Data pulled from Email Marketing vs. Lead Nurturing infographic from MarketStar
Email Marketing vs. Email Nurturing

39. Focus
Broad
“SAME TO ALL”
Blast emails typically
contain the same content
and CTA’s no matter whom
the audience is or what
stage they are in.
Email Marketing vs. Email Nurturing
Custom
“PERSONALIZED”
Communicates relevant,
educational content
personalized to the recipient’s
role, interests and activity
profile
Relevant emails drive 18x
more revenue than broadcasts.
* Jupiter Research

40. Segment your contacts to improve
the relevancy of your email marketing

41. Stop
thinking about
lists

42. Nurture with Automation

43. 3 Pillars of ROI
with Marketing Automation
New Revenue
Reactivated Revenue
Expansion Revenue

44. Marketing Automation
Platforms
This space is blowing up, and there are lots of options.
Here are two that we use and love:

45. Map OutYour Emails

49. 1-year after stay
#1
Or any time period, really.
An automated email to remind them about the great time
they had.
Couple this with an offer to make them feel special.

50. ASK for Reviews
#2

51. Birthday,Anniversary
Event-based series can work well, but there’s one catch:
You have to capture the info in order for it to be effective.
Make this part of your company culture, and figure out the
logistics of where the info is collected. It’s worth it.
#3

52. #4
Seasonal
Spring Break for the family
Summer away
Fall in WI
Ditch your in-laws this Thanksgiving

53. #5
Offer-specific for dry months
Send out when you know things are light. Offer discounts if
you know that July is always a down-month

54. Retargeting Costs
You can start with low ad costs,
but the time investment can get up there
How much will this cost me?

55. Use these 2 together!
Use These Tools Together!

56. Connect
&
ask
me
anything)
Get a Detailed Audit
of Your Website.
Signup sheets around
the room.
Free Site Audit

57. Breakthrough DNA
for your Lodging Property
Apply the Before, During, After framework to
increase bookings, enhance customer satisfaction,
and orchestrate referrals and reviews.
Tomorrow’s Breakout: 9:30am

58. Connect
&
ask
me
anything)
James
Hu5o
Managing
Project
Director
Valeo
Online
Marke>ng
516
Tennessee
Street
Memphis,
TN
38103
Tel:
800.647.4552
x704
valeomarke>ng.com
@JamesHu5o @ValeoMarke>ng
Connect
with
me!