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.
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.
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.
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?
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
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.
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
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
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with
me!