Greater Zion Marketing Series: Get These Million Visitors to Your Biz

IRONMAN Events
• More than $120m in direct
economic impact since 2010
• Estimated $80m in 2022

IRONMAN 70.3 World Championship

IRONMAN Events
• IRONMAN World Championship
• Saturday May 7, 2022
• IRONMAN 70.3 World Championship
• Friday, October 28, 2022
• Saturday, October 29, 2022

“Maybe the biggest event in Utah
since the 2002 Winter Olympics, as
far as a world-wide marquee brand.”
Jeff Robbins: CEO, Utah Sports
Commission

Iconic Events
• Raise the profile of a community
• Promote long-term investment
• Create jobs
• Reduce taxes
• Generate enthusiasm and a
sense of community

Hospitality
“This place has the greatest hospitality
of any race I’ve been to with IRONMAN.
The entire town and neighboring
communities in Washington County
really know how to make you feel
welcome and appreciated.”
Participant at 47+ IRONMAN Events

Help us build the story of success.

LO V E CO M M UN I CAT I O N S
G r e a t e r Z i o n
M ake The M o s t o f Yo ur I R O N M AN Adver t is ing

Search Engine Visibility
Search
Starting Online Journeys
93% of all web traffic starts at the search engine1
Be visible when athletes start searching.
1Search Engine Statistics – 99Firms

Begin to understand how people
are seeking what you offer
Research
Target interested visitors and
competitive searches
Paid Search Ads
Make improvements to
your website
Optimization
Update directories and listings,
get involved in the community
Engagement
R P
O E
How To Be Found More Easily
Search
There are four keys to online visibility. If you’re trying to be found online, focus on these areas:

Know what your audiences is looking for when
they search.
2. Understanding Search Intent
Learn from what is already working – can you
offer something better?
3. What Are Ranking Sites Doing?
Are you driving in-store traffic? Trying to share a
message? Selling a product?
1. Define Your Goals
Research

Understanding Search Intent
Search
Unqualified Shopper
Exploring options
Seeking category pages
Qualified Shopper
Seeking specifics
Seeking a product page
Comparative Shopper
Comparing options
Seeking long-form content

2019 Kona IRONMAN Search Trends
RESTAURANTS
NIGHTLIFE

2019 Kona IRONMAN Search Trends
EVENTS &
LISTINGS
HIKING &
CAMPING

What Can You Do To Your Site?
Search
New Content
Write a unique post about how
you’re serving IRONMAN
guests
Offers
Represent any discounts,
specials, or promos clearly
Resources
Is there a helpful resource you
can offer IRONMAN guests
while they’re here?
Connect
Ask other sites to share your
resources and information
on their channels

SEARCH
TARGETING
AD
ACTION
Someone searches one of
your keywords
Elements of a Paid Search Campaign
Paid Search
Audience and location
targeting check
Ad served, depending on bid,
ad quality, and site quality
User makes a decision

Remarket to users
interested in IRONMAN
with display ads
Compete for key search
topics that will drive
sales
Target mobile devices
exclusively
Use your understanding of search
intent to build relevant keyword
lists
Limit your ads to
Washington County a few
days surrounding the
event
Paid Search Advertising

Other Campaigns to Consider
Search
Local Campaigns
- Will show ads alongside your
Google Maps listing, or in your
business profile on search
- Allows you to monitor foot traffic
Display Campaigns
• Visual promotion
• Allows you to retarget interested
users

Free Promotion With GMB
Search
1. Ensure your Google My
Business listing is active
and up to date
-Google may let users know of
recent updates
2. Start posting promotions
and advertisements
- It’s free!
- A great way to promote your
most popular offerings
Img Src: The Only Guide to Google My Business Posts You’ll Ever Need - LocaliQ

Share a personalized resource or story with
IRONMAN visitors
Offer Optimized Content
Search, display, and local campaigns are all
efficient ways to reach visitors
Run Paid Search Ads
Take the time to understand how users are
seeking your services
Research
Update your directory listings, business
profiles, and collaborate with other local
businesses
Get Engaged
Search
Recap

Social Media
Search
Connecting With Athletes
Organic and paid social media strategies to attract
athletes and their families to your business

Growth
Usage has grown from
7% to 65% in the last
ten years.
Engagement
People spend an
average of 145 minutes
per day on social.
Platforms
Legacy platforms
continue to engage
while new apps emerge
Opportunity
Capture the attention
of new customers
during the event.
Social Media Usage
Social media usage, across multiple platforms, continues to grow.

01 02 03 04 05
Informational Educational Entertaining Promotional Behind the Scenes
Organic Content Strategy
Post consistently, giving your followers a chance to know you better and establish trust.

Search hashtags on your own to identify new
opportunities from similar posts
Find New Opportunities
Find relevant IRONMAN hashtags to connect
with people who’ve demonstrated interest
Target Athletes and Families
Expose your posts to people who aren’t already
following your business
Amplify Your Message
Be sure to include your branded hashtags to
close the loop on the user journey
Showcase Your Brand
#Hashtags

Hashtags
#IRONMANStGeorge
#IRONMANZion
#IRONMANtri
#IMWC
#GreaterZion

Going LIVE
Social Media
Social media live streaming turns a video
from a broadcast into a conversation.
Streaming is for everyone, especially
businesses looking to connect with their
customers in real time.
• Quality is better than quantity
• Try to keep your videos less than 60
seconds, to keep viewers
• Avoid oversaturating audiences with
content

Timely Responses
Ask Questions
Get Specific
64% of people say they’d rather a message from a
business than a call or email
Learn what your followers are looking for, and ask
questions if necessary
Provide event specific information that your
users will find resourceful
Communication

Confirm your account information
View Ad Account Settings
Set up your preferred payment method
Payment
Once you’ve created a Facebook Business
Page ads manager will be ready automatically
Have a Business Page
Facebook offers great resources to help you
get started with your first campaign
Get Started
Ads
Manager

1 2 3 4 5
Goal Budget Targeting Audience Timing
Establish clear,
measurable goals
to keep your
campaign guided
Be realistic with
your budget, and
prioritize your
efforts
accordingly
Maximize your
dollars with
detailed targeting
parameters
Reach the right
audience by
narrowing your
targeting
parameters and
target markets
Consider a brief
paid flight while
athletes and
visitors are in
market
Paid Strategy

Budget and Timing
Social Media
Budget is a big parameter for your paid social media campaign. Whether you
have $100 or $1,000, you can make your strategy work for you.
If you only have a small amount to allocate, focus on the dates where individuals
will be in Greater Zion, in this case during the IRONMAN event, and reach them
while they are there.
If you can allocate a little more, extend your timing to potentially retarget user who
have visited your site while they are planning their trip.

Audience and Targeting
Social Media
To maximize budgets, focus on individuals that are currently in your location
and/or geo-target specific areas
Focus on an audience that has
expressed interest in:
• Outdoor and recreation topics
• Foodies
• Family travelers
• Target IRONMAN groups

Messaging
Social Media
What strategic partnerships can you build with other local business?
• Utilize those partnerships to make your budget go further by tagging businesses
Align messaging for your business around the IRONMAN event
Are there any deals that you can offer leading up to the IRONMAN event or after
when the audience has extended their stay

Managing your
Online Reviews
Give travelers the confidence to book with you

About Tripadvisor
Todd Skelton, Head of DMO Sales, Western US & Canada

Tripadvisor
Tripadvisor
is the world's
largest travel
guidance
platform
Global reach +
recognition
Align with 20+ years of trust
that brings 463 million
loyal and active users to
Tripadvisor monthly across
190 countries.
Driven
by data
Translate powerful
proprietary first-party
insights to connect with
your passionate consumer.
Trusted
content
Tap into people-powered
planning and the expertise of
our world-class editorial
team in a brand safe
environment.
Proven
success
Leverage our best-in-class
measurement products to
prove success.
3
3
Tripadvisor

400M
Travelers guided every month
1B
Contributions
190
Countries
28
Languages
Source: Tripadvisor Internal Data, Jan 2022

Tripadvisor 5
We have more scale than you think
Source:SimilarWeb, 2021

Nearly 8M
listings across
190 countries
4.2M
restaurants
2.3M
accommodations
1.3M
attractions
Source: Tripadvisor Internal Data, Jan 2022
The only destination you need
to plan your best trip

We sit at the intersection of people-powered
travel guidance and the businesses that
bring the travel experience to life.
We are here
A trusted voice in the conversation
between travelers and experiences
Business
Consumer

Tripadvisor
Eater
The Infatuation
Conde Nast Traveler
Travel & Leisure
Airbnb
Expedia
Kayak
Yelp
Pinterest
Facebook
Instagram
Google Reviews
8
Tripadvisor
is at the
intersection
of modern
media

Tripadvisor 9
We reach consumers at
every stage of the journey
Source: Tripadvisor Personalization Study, 2019, 2019 Tripadvisor and Ipsos MORI Power of Reviews Study
of consumers come
to Tripadvisor at some
point during their
journey to read reviews
Dreaming
70%
won’t book
without reading
reviews first
Planning
86%
consumers say
Tripadvisor makes
them feel more
confident in their
booking decisions
Booking
9/10
reviews per minute
left on Tripadvisor
Sharing
247
book attractions
while on vacation
Experiencing
57%

Tripadvisor
Tripadvisor Traveler Sentiment Study, 6/19-6/28/20; 2,300 Respondents across US, UK, Japan, Italy,
Australia, Singapore. As compared to Travel: Booking.com, Expedia, Airbnb, Yelp; Social Media:
Facebook, Instagram, Twitter; Traditional media: TV, Newspaper and Radio
148
Booking.com
129
Facebook
112
Instagram
107
Expedia
89
Airbnb
66
Tv News
Referenced for Travel Information INDEX
162
for consumers searching for travel
information throughout the
pandemic, ahead of other travel,
media and social sites.
10

Tripadvisor
Source: GWI; Q1’21 Global
turn to us when looking for local options
USERS FROM AROUND THE GLOBE
11
Things to Do Near Me
Groupon
Yelp
Vacation
Ideas
Expedia
8%
7%
4%
31%
3%
Share of Traffic for Keyword Phrase
Restaurants Near Me
Yelp
Google
Facebook
Opentable
8%
6%
6%
19%
Share of Traffic for Keyword Phrase
2%

Factors driving
traveler engagement
Number of
photos
Total number
of reviews
Management
responses in
the past year
Number of
reviews in the
past year

The Tripadvisor
popularity ranking
Recency
Quantity
Quality

Tripadvisor tools to help manage
your online reputation
Monitor review
and performance
activity
Collect reviews
and customer
feedback
Promote
recognition and
customer feedback
Respond to and
engage with
customer feedback

6 tips to keep top of mind
Register and claim your listing
Include a description of your business
Add photos and videos
Encourage reviews
Get notified and track reviews
Take advantage of management responses
1
2
3
4
5
6

Claim your Tripadvisor listing
1
www.tripadvisor.com/owners

www.tripadvisor.com/GetListedNew
Claim your Tripadvisor listing, con’t.

Update your business
description, add photos, and
highlight amenities to attract
traveler’s attention
Generate more feedback
with Reputation Pro, get real-
time review notifications and
save time responding
to guests.
Analyze how you’re
engaging with travelers on
Tripadvisor and how you
measure up against
competitors.
Optimize your listing Manage your reviews Track your performance
Access the Management Center
Claiming your listing gives you access to the Management
Center where you can:

Review and edit business details
2

Upload + manage photos
3
73% of Tripadvisor users use
photos from other travelers to
help them make a decision

Encourage guests to write reviews
4
Fresh reviews matter
What are things like today at your property?
Improvements matter
How have you adapted to the current environment?
Rankings matter
What makes your property the best, safest option for
potential guests?

New reviews help
assure travelers.
23
Source: Tripadvisor Sentiment Research, Wave 3, May 2020.
Source: Power of Reviews, by Tripadvisor, in partnership with Ipsos MORI
65% 86%
Will not travel until they
see physical changes that
make them feel safer.
Say that Tripadvisor reviews
help them feel more confident
in their decisions.

How to encourage
guests to write reviews
24
Widgets
Reputation Pro
Reminder cards
Stickers
Downloadable assets

● Lean on us to deliver automated
review requests on your behalf.
● Collect more reviews across email,
text*, and app.
● Customize the message and
photos in your email templates to
make them your own.
● Add private surveys to get more
detailed feedback.
*For eligible Property Management Systems
Collect recent reviews
with Reputation Pro

Promotional tools for business
www.tripadvisor.com/GetListedNew

Respond to reviews
5
● Get real-time review
notifications so you can
deal with issues as they
arise and thank travelers for
positive reviews.
● Choose when and how
you’re notified so you can
act quickly on guest
feedback.
● Showcase your customer
service to past and future
guests by responding to
new reviews faster.

Get notified and track reviews
6
● See your reviews across Tripadvisor,
Google, Facebook and the largest
OTA's — all on the same page
● Use one centralized dashboard to
respond to reviews.
● Save your review responses as
templates for future use and
personalize each one by automatically
adding the traveler name.
● Manage reviews and responses at any
time on any device type.

65%
of users are more likely to
book a hotel which responds
to traveler reviews
85%
of users agree that a
thoughtful owner response
to a bad review improves
their impression of a
business

The anatomy of a good response
Thank you for taking the time to share your experience and feedback on your recent
stay with us. We are glad to hear you enjoyed our guest rooms, the fitness centre,
and our complimentary BMW bikes for a ride around Stanley Park. We do, however,
regret to hear we may have missed any opportunities to ensure your check in was
smooth and seamless. I would welcome you to contact me directly at
Philip.Barnes@Fairmont.com should you wish to discuss your experience in further
detail. We look forward to the opportunity to welcome you back to experience in
further detail. We look forward to the opportunity to welcome you back to
experience the high standard of service we have become known for.
Sincerely,
Philip M. Barnes
General Manager Fairmont Pacific Rim & Regional Vice President, Pacific Northwest

Best practices for responding
Sign up for review notification emails
Respond promptly
Say ‘thank you’
Be original
Highlight positives
Address any specific issues
Be polite and professional
Invite outreach by phone or email, if relevant
1
2
3
5
6
7
4 8

● Use Tripadvisor’s industry-leading
review insights — and take actionable
steps to make guests love you even more.
● Discover what’s driving both positive and
negative guest feedback.
● Prioritize crucial tasks that are
automatically flagged on your dashboard.
● Guide data-driven decisions with reports
featuring rich graphic visualizations.
Monitor review activity
and insights over time

Additional tools
and resources

www.tripadvisor.com/insights
Research and white papers
Best practices
Tutorials
On-demand webinars
Insights

www.tripadvisorsupport.com
Help Center

Log into the owner Management Center
Click “Contact us” from the navigation
Complete and submit the form
Contact Us

More reviews.
More visibility.
More bookings.

Helpful Links
● To Claim Your Listing on Tripadvisor:
www.tripadvisor.com/owners
● To Create a New Listing on Tripadvisor:
www.tripadvisor.com/getlistednew
● Insights for Managing Your Tripadvisor Listing:
www.tripadvisor.com/insights
● Listing Help Center:
www.tripadvisorsupport.com
● Tripadvisor Digital Assets to Download
https://brandfolder.com/ta_general
● Order Printed Tripadvisor Assets for your Business
https://taus.go.customprintcenter.com/

Tripadvisor
Case Study: Lorenzo Hotel
41

Tripadvisor
42

Tripadvisor
43
The Situation:
When location managing director, Al DeBerry was hired in
2020, the Lorenzo was ranked #63….

Tripadvisor
44
The Situation:
….of 232 hotels in Dallas...

Tripadvisor
45
The Situation:
….of 232 hotels in Dallas...
...and Al’s first day on the job was March 17, 2020.

Tripadvisor
46
The Plan:
At the end of 2020, the Lorenzo was at #55.
The Lorenzo Hotel made focusing on their
rankings on customer-facing platforms a top
2021 priority.

Tripadvisor
47
The Plan:
Al and his team shifted their focus to
Tripadvisor as their primary gauge of whether
they were doing a good job for their guests.

Tripadvisor
48
The Execution:
Set goals for 2021 to lift their #55 ranking to
specific levels of improvement - #50, #40, etc
until they got to #23, which would land them
in the top 10% of hotels in Dallas.

Tripadvisor
49
The Execution:
Set goals for 2021 to lift their #55 ranking to
specific levels of improvement - #50, #40, etc
until they got to #23, which would land them
in the top 10% of hotels in Dallas.
It goes without saying the ultimate goal is #1.

Tripadvisor
50
The Execution:
Team buy-in. The staff was inspired to deliver
a great experience for guests, and as their
ranking rose, the momentum built.

Tripadvisor
51
The Execution:
Business Cards with a QR code for their
Tripadvisor listing. This made it easier for
guests to submit reviews. And, it was a great
‘ask’.

Tripadvisor
52
The Execution:
Quick Response to Reviews - all reviews are
responded to within 24 hours.

Tripadvisor
53
The Execution:
Monitoring Reviews and Feedback
constantly - department heads were tasked
with checking this to get ahead of any
potentially bad experiences.

Tripadvisor
54
The Result:
The Lorenzo Hotel’s ranking started to soar
from #55 to #50.

Tripadvisor
55
The Result:
from #55 to #50.
To #40

Tripadvisor
56
The Result:
from #55 to #50.
To #40
To #30

Tripadvisor
57
The Result:
from #55 to #50.
To #40
To #30
To #23

Tripadvisor
58
The Result:
By December 2021, the
Lorenzo Hotel made it to
#1.
● Up 55 spots in 11 months
● Up 63 spots since the beginning
of the pandemic.

Tripadvisor
59
Takeaways:
● Increasing your ranking is possible in any circumstances with the right amount of goal
setting and teamwork.
● Set tangible goals, but aim high.
● Inspire your team with your vision.
● There is no large budget, hack, or algorithm behind increasing your ranking - in Al’s
words, the recipe to their secret is simple:

Tripadvisor
60
“Be Friendly & Just Care!”

1
Greater Zion March Marketing Series

2
Keys to Our Success
• Partnerships
• Create relationships with your competition
• Hire experts (easier said than done)
• Training
• Offer services that cater to the crowd
• Take care of your team members

3
Ways to engage our guests
• Engage our front desk team members
• Referral cards
• Social media influencer opportunities
• Hotel guest discounts
• Show support for the event, banners, welcome signs, etc.
• Don’t forget about the all of those that come to support friends and family
members. These events bring in crowds that could come back again and again.
• Have event information to give guests when they are at your hotel or business.
• KNOW THE EVENT SCHEDULE

IRONMAN MARKETING CAMPAIGN
BRONZE PACKAGE _______________________________________________
• 20 Live DJ Announcements spread over 10 days
• 20 (:30 sec) commercials over 2 stations — 40 total (Choose 2: Planet, Hawk, or Sunny)
• 1 Facebook Business Spotlight (posted once to 8 radio stations during the 10 day campaign) REACHES 120,000 LISTENERS
• 10,000 Display Ad impressions on St. George News
• 1 Nightly News Coupon on St. George News
$500 Investment ($900 value)
SILVER PACKAGE ________________________________________________
• 50 (:30 sec) commercials over 2 stations — 100 total (Choose 2: Planet, Hawk, or Sunny)
• 1 Nightly News Coupon on St. George News
• St. George News Instagram Post — Business Spotlight
• Family 4 pack to 99.9 KONY Country 4th of July Celebration
ft. Dustin Lynch live in concert and Tribute to America
$1,000 Investment ($2,200 value)
GOLD PACKAGE _________________________________________________
• 60 (:30 sec) commercials over 3 stations (Planet, Hawk, & Sunny) — 180 total
• 20,000 Targeted Ad impressions
• St. George News Instagram Post — Business Spotlight
• Family 6 pack to 99.9 KONY Country 4th of July Celebration
ft. Dustin Lynch live in concert and Tribute to America
$1,500 Investment ($2,800 value)
10 DAY CAMPAIGNS TO RUN NOW — MAY 7, 2022
20 PACKAGES AVAILABLE
SIGNATURE DATE
START DATE END DATE

Greater Zion Marketing Series: Get These Million Visitors to Your Biz

Greater Zion Marketing Series: Get These Million Visitors to Your Biz

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