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HSMAI Phoenix Chapter "Make It Work' Presentation by Loren Gray
1. HSMAI
The Hospitality Sales and Marketing
Association International
PhoenixChapter
Breakfast Series
Bit.ly/phoenixsb1
Bit.ly/phoenixwb1
2. HSMAI Phoenix Chapter –
Convergence of Revenue &
Marketing ‘Making it Work’
LOREN GRAY
CHDM
FOUNDER / CEO
HOSPITALITY DIGITAL MARKETING
3. What are we
talking about?
In today's world, we
constantly hear about
convergence. The
combining of Revenue
Management practices
with Marketing practices
as well as Sales, but how
exactly do you do that?.
Are we really
aware of what
we are dealing
with?
Lets define where we are
both in tech and it’s use.
What can you do
with all of’ it’?
Case studies on real use-
abilities and a definition
of workflow.
How can you
make ‘it’ work?
Methods, tools and
processes.
01 02 03 04
What’s Happening In The Next Hour
The HSMAI Phoenix Chapter
Bit.ly/hsmaiphoenix
4. 4
Lets Take a moment.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 47 96 94
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI Phoenix Chapter
5. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Phoenix Chapter
6. The HSMAI Phoenix Chapter
LETS GET WARMED UP
Open your iPhone’s “Settings” menu, select “Privacy”, then
“Location Services”, then scroll all the way down to “System
Services”.
In System Services scroll all the way down to the bottom,
press “Significant Locations” and look at the “History”
section. Click on one of the area names to see where you’ve
been.
7. 2:51 Hours A DAY
The average time spent
on smartphones is 171 minutes a
day (2hrs 51mins)
4:33 Hours A DAY
The average time spend
on smartphones AND tablets is
261 minutes a day (4hrs 33mins)
1:16 Hours on Social Media
The average user spends 76
minutes a day (1hr 16mins) on
the top 5 social media apps
1
2
3
Massive interaction
The average user will tap, swipe,
click their phone 2,617 times a
day
Massive Daily Attention
The average smartphone user
checks their device 47 times a
day / 17,155 a year.
Daily Addiction
80% of smartphone users check
their phone within 1 hour of
waking or going to sleep, 35% of
which will do within 5 minutes.
4
5
6
Perpetually Tethered
Conversation killer! 85% of
smartphone users will check their
device while speaking with
friends and family
Hard Habit
47% of smartphone users have
attempted to limit their usage in
the past – only 30% of which feel
they were successful
We keep them close by
94% surveyed keep there
mobile phone within 3 ft at all
times even while sleeping
7
8
9
Smart Phones and Mobile
The epicenter of communication opportunity every day
8. The HSMAI Phoenix Chapter
In an American Express survey commissioned last year,
consumers illustrated their demand for more enriched
lives and personal fulfilment through experience and
learning. Over 72 per cent of respondents said they
would rather spend money on experiences than things.
Further, 88 per cent said travel is the number one
dream on their life’s bucket list, ranking higher than
family or wealth.
9. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Phoenix Chapter
10. 10
Lets Take a moment
for Some Feedback.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 47 96 94
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI Phoenix Chapter
11. WHAT'S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Phoenix Chapter
12. Group dropped 14 days out for entire weekend (62% of Occ)
• Took arrivals list and made a custom audience
• Took last years in-house list same time made a custom
audience
• Made a custom audience based on a radius of 150
miles (drive market)
• Put all three together for an ad featuring those specific
dates, (making the arrivals list a negative)
Group Short Term Replacement
The HSMAI Phoenix Chapter
13. Stealing Market Share and Driving Local Business
Gender: Female
Age: 24 - 34
Relationship Status: Single
Interest: Live Music
Located: Within a 5-mile radius
Scheduled to Post: Friday @ 5 pm &
9 pm
Meeting Initiative F&B Initiative
The HSMAI Phoenix Chapter
14. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Phoenix Chapter
15. 15
Lets Take a moment
for Some Feedback.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 47 96 94
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI Phoenix Chapter
16. WHAT’S NEXT…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Phoenix Chapter
18. The HSMAI Phoenix Chapter
Define your purpose for each effort;
• Event
• Business Cycle
• Membership / Loyalty / frequency program
• Content
• Consumer sentiment
Define your demographics for each effort;
• Persona’s
• Position
• Company affiliation
• Geography
• Interests
• Behaviors
Define your timeline for each effort;
• When is the content to be distributed
• When is everything (content, images, links, tracking for all) is to be
ready for use
• What channels are to be used
• Who needs to be approving and when
19. The HSMAI Phoenix Chapter
Content
Creation
Approval
Process
Timeline
Creation
Tracking
Creative
Ideas
Channel
Choices
Live
AD
Schedule
EVENT
Live
Post
Schedule
20. MARKETING RESOURCE TOOLS
Google Analytics
Google Data Studio
Google Ads
Google My Business
Google Search Console
Google Trends
Google Training
Bing Analytics
Bing Ads
Bing Training
Linkedin
Insights
Organic
Paid Ads
Navigator
Training
Facebook
Business Manager
Blueprint Training
Twitter
Paid
Organic
Pinterest
Paid
Organic
Instagram
Paid
Organic
Retargeting
Proximity Marketing
CRM -- Emails
3rd Party Services
Primarily API’s
Software Services
The HSMAI Phoenix Chapter
21. TOOLS TO USE FOR STRATEGY
Albacrose - tracking
companies who visite your
site by filters
SocialInsider - Social
research of comps
Adobe Spark - free visual
graphics
Powtoons - animations and
presentations
SocialStudioFX - templated
social sized image creation
Doodly - sketch drawings
Vidyoze- custom cinema
graphics
Videoremix - custom
inserted email videos
Owox - AI forecasting
Snip.ly - make shared links
you gather data and ad a
link
Bit.ly- make custom short
links
WhatAGraph - make great
image-based reports
Stepshot (Xerox learning
fix)
Clipman-- may AI video Ad’s
Kingsumo - make contests
Fleeq
Promorepublic - social
content generator
Awario -- influencer finder
and all things online
monitor
Visme.co - awesome
grpahics creator
Trendsmap -- live review of
whats being used in your
location
Plannable -approval based
social posting on one site
Designbold - great rich
media creator
Salesflare - great lead
tracker and contact follower
Rocketium -- make videos
Quriobot - custom bot and
logic creator for your
website
Newoldstamp - custom
signature creator
Bookafy - custom
appointment scheduler
24 sessions -- custom video
meetings planner with a
recorder
Dubb - for video email
inserts
Woven Calendar for multi-
person time picks
Brandzooka - actual video
commercials on sites and tv
stations
Engageform -- for contest
and surveys and quizzes
and live engagement
Banjo - social media
hunting by location
WebTextTool – amazing
page content writer
iSpionage – Compset tool
Spyfu – Online comp-set
tool
A360 – ADA compliance
service
ADA compliance tool
https://wave.webaim.org/
GDPR toolkit –
Findthatlead – monthly
draw of leads
Appsumo – refereal link
https://appsumo.com/r/kvc
xayt/
Product hunt – site for new
tools
The HSMAI Phoenix Chapter
22. TOOLS TO USE FOR STRATEGY
Albacrose - tracking companies
who visite your site by filters
SocialInsider - Social research of
comps
Adobe Spark - free visual
graphics
Powtoons - animations and
presentations
SocialStudioFX - templated
social sized image creation
Doodly - sketch drawings
Vidyoze- custom cinema
graphics
Videoremix - custom inserted
email videos
Owox - AI forecasting
Snip.ly - make shared links you
gather data and ad a link
Bit.ly- make custom short links
WhatAGraph - make great
image-based reports
Stepshot (Xerox learning fix)
Clipman-- may AI video Ad’s
Kingsumo - make contests
Fleeq– Training and
presentations
Promorepublic - social content
generator
Awario -- influencer finder and
all things online monitor
Visme.co - awesome graphics
creator
Trendsmap -- live Twitter of
what’s being used in your
location
Plannable -approval based
social posting on one site
Designbold - great rich media
creator
Salesflare - great lead tracker
and contact follower
Rocketium -- make videos
Quriobot - custom bot and logic
creator for your website
Newoldstamp - custom
signature creator
Bookafy - custom appointment
scheduler
24 sessions -- custom video
meetings planner with a
recorder
Dubb - for video email inserts
Woven Calendar for multi-
person time picks
Brandzooka - actual video
commercials on sites and tv
stations
Engageform -- for contest and
surveys and quizzes and live
engagement
Banjo - social media hunting by
location
WebTextTool – amazing page
content writer
iSpionage – Compset tool
Spyfu – Online comp-set tool
A360 – ADA compliance service
ADA compliance tool
https://wave.webaim.org/
GDPR toolkit –
Findthatlead – monthly draw of
leads
Appsumo – refereal link
https://appsumo.com/r/kvcxayt
/
Product hunt – site for new
tools
SOCIAL CREATIVE RESEARCH PRODUCTIVITY SALES MARKETING
The HSMAI Phoenix Chapter
27. The HSMAI Phoenix Chapter
TOOLS IN A FLOW
First Steps
1. Identify all platforms, channels, and resources (website,
affiliations etc.,)
2. Identify current tracking capabilities for all platforms used,
(FB Pixel, Twitter Pixel, Linkedin Insights pixel, Google GA
and GTM shell- all for website) Event tracking conversion
software
3. Define ‘point of truth’ scheduling and posting software and
who has access and authority.
28. The HSMAI Phoenix Chapter
TOOLS IN A FLOW
First Steps Continued..
4. Create a full calendar of all aspects all efforts, (events,
business cycle, membership / loyalty / frequency, Content,
consumer engagement)
5. Decide for each what channel is to used and by whom, who
creates what, with final authority of who pulls the trigger
6. Identify goals assigned to each effort, (Occupancy,/Revenue,
membership increase, community recognition, etc.,)
29. RESOURCES
Fuel Travel Podcast
This Week In Hospitality Digital Marketing Live Show
Tim Peter Podcast
Social Media Marketing Podcast
Search Talk Live
Koddi’s Blog
Flip.to’s Blog
HSMAI’s Blog and Newsletter
The HSMAI Phoenix Chapter
30. WRAP UP…
Section 1
Segment 1 – What are we talking about?
Segment 2 – Are we really aware
of what we are dealing with?
Feedback
Segment 3 – What can you do with all of’ it’?
Feedback
Segment 4 – How can you make ‘it’ work?
Final Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Phoenix Chapter
31. Presentation replay, presentation deck,
links, resources and Webinar are at…
https://www.HospitalityDigitalMarketing.com/phoenix
OR
Bit.ly/hsmaiphoenix
The HSMAI Phoenix Chapter
32. THANK YOU
“For The Privilege of
your time” @LORENGRAY
Bit.ly/hsmaiphoenix
The HSMAI Phoenix Chapter
Hinweis der Redaktion
Don’t blitz anymore
Three types of data in a radius local / visitor / traveler take business out of your competitor.
Geofedia – calgary example
Twitter triggers for responses or unhappy guests at your competitors
Gravy targeting concert goes passing by your venue
Beacons
Messenger tools to push notify