Milestone Recovery Framework 6-23

Milestone Recovery
Framework
Communicate
Correctly to Bring
Customers Back
June23, 2020
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg

Confidentialwww.milestoneinternet.com | 1-408-200-2211
YOUR SPEAKERS
2
Benu Aggarwal
Founder & President
Milestone
Erik Newton
VP of Marketing
Milestone
Rob Cole
Founder
Rock Cheetah/Phocuswright
Loren Gray
Founder
Hospitality Digital Marketing

1. CRG and Recovery Framework
2. Market recovery trends
3. 5 new ground rules for marketing
4. Correct communication
5. Alternative use and new offers
6. Special offer for audience
7. Questions & answers
TODAY'SAGENDA

Confidentialwww.milestoneinternet.com | 1-408-200-2211 Confidential
CMS
Schemas
AMP
FAQ Manager &Voice Search
Local &
Reviews
Insights
Analytics
Milestone PresenceCloud
Design & UI
Content
Marketing
SEO
PaidMedia
Local
Analytics &BI
OmnichannelServices
Wehelpyou organize and amplify your digital information to reachtheright audience
MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg
Hospitality |Restaurants | Retail |Finance | Automotive | Healthcare |Technology
ABOUTMILESTONE

RECOVERY WEBINARS WITH INDUSTRY THOUGHT LEADERS
Website experience
consistent with
messaging
Weddings,
Meetings and
Events
Crisis-Recovery-
Growth Paid
II
Purna Virji, Microsoft
Fred Vallaeys, Optmyzr
Kurt Weinsheimer,
Sojern
Recovery
Framework
I
Bob Gilbert
President and CEO
HSMAI
Market trends
Hotel recovery
On demand
https://blog.milestoneinternet.com/web-
design-promotion/webinar-recap-
reopening-keys-to-success-from-hsmai-
ceo-bob-gilbert/
Market trends
Digital media
for recovery
all industries
6/18 Registration
https://blog.milestoneinternet.com/digital
-media-marketing/webinar-june-18-
recovering-and-growing-your-business-
with-digital-media/
Recovery
Framework
III
Rob Cole Phocuswright
Loren Gray Hospitality
Digital Marketing
Market trends
Hotel recovery
6/23 Registration
https://milestoneinternet.zoom.us/webin
ar/register/WN_O0IcAF46SUKbe1jS6x
m2nw
Recovery
Framework
IV
Chip Conley
Modern Elder
frmr Head of Hospitality
AirBNB
Hotel recovery
Hotel
management
7/1 Registration
Coming soon, check blog!
Website experience
consistent with
messaging
Weddings,
Meetings and
Events
Recovery
Framework
V
Chip Rogers
AHLA
Hotel recovery
Stay Safe Guide
Hotel marketing
7/8 Registration

CRG FRAMEWORK
Milestone’s
Crisis-Recovery-Growth (CRG)
framework

STATES ARE OPENING
Updated June 17, 2020Source: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html

MILESTONE RECOVERY FUNNEL
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visibility and Presence
Visits and Traffic

DIGITAL TRANSFORMATION ACCELERATED
Covid
March 2020
After Covid
years ahead of trend
Time
Digitization

THE NEW GROUND
RULES FOR
MARKETING

MARKETING RULE #1 –
DON’T SELL,
COMMUNICATE
• How are you making everyone
safe? (including your team)
• What’s changed in the rooms?
• Elevator social distancing
guidelines?
• Parking, pool, gym, spa use?

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
MARKETING RULE #2-
BEFORE ‘REOPENING, THERE'S ‘PREOPENING’
MOVE FROM THINKING
ABOUT CHANNELS
TO ABOUT BEHAVIOR
& SOLVING PROBLEMS
Drive and feeder
markets, no
international
GDS – global
distribution
system update
Website – content,
images, offers,
schema, mobile
Google My Business

MESSAGING –SAFETY & TOGETHERNESS

MARKETING RULE #3-
‘ONE SIZE’ DOES
NOT FIT ALL
• New personas
• Hyper-targeting
• Campaigns > ad sets > ad
types
• Communication channel use
• Progressive retreating
budget
• Emergence budget modeling
• Become your own destination
marketer

CUSTOMER TRENDS AND PIVOT IN MARKETING STRATEGIES
Audience is looking to travel to drive by locations and
prefer local attractions nearby
*Date Range – April 1 to 28 May 2020 vs Dec 1 2019 – 31 Jan 2020
Mobile is driving more awareness, but desktop usage has
increased in last couple of months to drive conversions
Primarily audience is exploring travel via generic and non-
brand queries with emphasis on safety & hygiene
People are spending lot more time online and there is a
surge in demand for special packages for travel.

MARKETING RULE #4- ‘WHAT IS OLD IS NEW AGAIN’
• It’s not about you and the
property anymore
• Advance to guest-centric
communication
• Ask your guests and listen to
answers
• Direct and detailed
• Transparent communication
• Local is ’in’

BECOME YOUR OWN DESTINATION
The audience is looking
for local information –
what is open, what they
can do, etc.
Create a "go local" page
highlighting safe local
activities from walking
tours to open local
attractions and dining
options.
Include diverse content
formats, including blog
posts, FAQs, local
activities feed, etc.

Marketing Rule #5 – There is no ‘Normal’
You must be ahead of what is
working, contingency planning
The WHOLE team needs to know
Everyone is now a ‘hunter’
Marketing / Revenue Management
/ Sales = Convergence

• Message
• Offer
• Medium
• Channel
• Reach
• Frequency
• Low occupancy gives you space to experiment
• Identify and fill a need
WHAT IS CORRECT COMMUNICATION?
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visits and Traffic

RECOVERY FUNNEL
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visits and Traffic
• Home page banner and messaging
• New “care” page focusing on safety & commitment
• Covid-19 - advanced attributes
• Robust schema, FAQ & blog content
• Social media postings
• “Go local” power page and package
• Cross promote special offers – local and social
• Email campaigns to local customers
• Custom targeting based on geography & audience interest
• Retargeting existing or recent customers
• Flexible policies
• Special offers – LTO, book now and pay later
• Bundles with restaurants & local attractions
• Enhanced paid strategies
• Customer testimonialson social media
• Createstories
• Signagewithinthefacility

GO ON OFFENSE ON THE PANDEMIC

• Scan coverage
• Survey
prospective
customers
• Call a few
customers and
converse
• Read feedback
of guests after
visit
KNOW YOUR CUSTOMER AND THEIR NEEDS

1. Family room: Family trips in multiple rooms with a
common room
2. Pet-friendly: Accommodations for well-behaved pets
3. Micro-weddings: Celebrate with as many people as
allowed
4. Back-to-school: College dorm housing
5. Essential workers: Nurses, doctors, public officials
6. Weekly and monthly apartments: Soon-to-be-evicted
ALTERNATIVE USE IDEAS

ROOM FOR FAMILIES

FAMILY ACCOMMODATION

PET-FRIENDLY OPTIONS

BACK TO SCHOOL

WEEKLY AND MONTHLY BOOKINGS

BUILD VARIETY OF PACKAGES

BUILD RELEVANT AUDIENCE BY AUGMENTING PAID STRATEGIES
Display Ads
Search ads with new messaging
Social Carousel Ads

LIMITED-TIME OFFERS
Other LTOs could be around
• Father’s Day
• Localevents
• Other occasions
• Family events
(combinedwith the booknow,
pay latercombo)

SENSE OF URGENCY - PROMOTE LIMITED-TIME
OFFERS
 Maximize conversion with custom ads and page experience
 Motivate users with offer urgency, confidence in sanitation and cancellation flexibility
 Custom page supported by Milestone CMS
Keywords
e.g. july 4 hotel package,
san fran july 4 hotel deals
Ads Limited-Time Offer Page
PAIDSEARCH
DISPLAY&
REMARKETING

HOME PAGE MESSAGING
Testimonials from travelers
FAQs around questions asked by travelers
Local attractions
Safe dining options

POST SOCIAL MEDIA – FACEBOOK, GOOGLE,
YOUTUBE, INSTAGRAM
1. INSTAGRAM POST
2. FACEBOOK POST 3. GOOGLE POST
4. YOUTUBE VIDEO SHOWING BEHIND THE SCENE AT BUSINESS

1. Building confidence (Consumer and
market insight)
Messaging across all channels
Team alignment
2. Building demand
Target right audience, Change marketing strategies
Attractive offer, packaging
3. Driving conversions
Time sensitive offer
Extra incentives
4. Driving Trust
Post purchase exercise
Staff alignment and training
Guest review and feedback loop
RECOVERY FUNNEL
How to adapt during the recovery phase?
BUILDING CONFIDENCE
BUILDING DEMAND
DRIVING
CONVERSIONS
BUILDING
TRUST
Visits and Traffic

SIGN UP FOR A FREE PERFORMANCE AUDIT
First 30 attendees* to register will
get a complimentary review and
recovery recommendations
• Milestone recovery checklist
https://go.milestoneinternet.com/audit
* Available to first 30 to respond, not available to
agencies, consultants, or individuals

CHIP CONLEY SHARING INSIGHTS AROUND RECOVERY
Recovery
Framework
IV
Chip Conley
Modern Elder
frmr Head of Hospitality
AirBNB
Hotel recovery
Hotel
management
7/1 Registration

Milestone Recovery Framework 6-23

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Milestone Recovery Framework 6-23

Ähnlich wie Milestone Recovery Framework 6-23 (20)

Mehr von Benu Aggarwal

Mehr von Benu Aggarwal (13)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Milestone Recovery Framework 6-23

Hinweis der Redaktion