All content can be found at https://www.hospitalitydigitalmarketing.com/rocet The New DORM - The “M” Now Stands for Marketing As a Director of Revenue Management, you may currently, or will be in the near future, not only be responsible for revenue management, but increased engagement in digital marketing and its social media to achieve your goals. Becoming one in the process.This interactive presentation will give you the insights and tools you need to monetize all things digital for your property. It will dive into the data and its resources from deep within digital marketing for the first time in the terms and processes familiar to revenue management. It will include real world strategies in the use of combining this data with existing revenue models. Also included are new insights on social data, its use and tactics as it relates to Facebook, Twitter, Instagram, Linkedin and more from this new combined perspective. Never to be missed is the introduction of new technologies that are profoundly changing our business models such as MetaSearch, Real Time Data Marketing, programmatic verses re-targeting, API’s Bot’s and AI. It’s going to be a firehose of fast paced dialog all to help define the 'real' revenue management world through the perspective of the new DORM.

2. CHRM The M is For Marketing
Sales  Revenue  Marketing
2
@LorenGray

3. Let’s Start From The Beginning….
Sales  Revenue  Marketing
What are we trying to do

4. Today is not about the ‘How to’ it’s
about the ‘What can’ we do…
To learn the tools and data available
To find the value in embracing marketing in your day
to day revenue operations… no really
To combine Sales, Revenue & Marketing into one
mind
Sales  Revenue  MarketingTo prepare for 2017 in a realistic way

5. 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 “Frequent Locations” and look at the
“History” section. Click on one of the area names to
see where you’ve been.
Sales  Revenue  Marketing

6. Problem #1
Sales  Revenue  Marketing
We’re not really in touch with our
guests….

7. Not…
Understanding their needs
Knowing what they want
Knowing what they desire
Sales  Revenue  Marketing
Knowing there true motivations

8. Problem #2
Sales  Revenue  Marketing
No differentiation in the Marketplace

9. No distinction creates…
What you see in the OTA’s
Same pool, same beds, even the same rates
No control over your hotels presentation, its story
Sales  Revenue  Marketing
Makes you a commodity, or at least seen as such

10. Problem #3
Sales  Revenue  Marketing
Failure to communicate

11. Clarity,
No clear message, no clear value for a guest
No clear message to your team, no clear guest
Who’s responsible, no clear expectation
Sales  Revenue  Marketing
Doing nothing is still a decision

12. Problem #4
Sales  Revenue  Marketing
Leadership Breakdown

13. Consistency, conviction & team
If to outsource
What to outsource
Who’s responsible
Sales  Revenue  Marketing
Doing nothing is still a decision

14. Problem #5
Sales  Revenue  Marketing
Failure to define a profitable business
model

15. Not getting your story to your guests
Maximize your current resources
Define your real revenue sources
Assign direct responsibility and provide the three “T”s
Sales  Revenue  Marketing
Measure, adapt – measure, adapt - measure, adapt

16. How do we make our story?
Sales  Revenue  Marketing
Change how your telling it

17. Sales  Revenue  Marketing
This is how we define our guests

18. This is how most see the ‘cycle’ of our
guests
Aquisition
Pre-stay
Engagement – (Stay)
Sales  Revenue  Marketing
Post stay

19. Sales  Revenue  Marketing
Timing is as important as content

20. The new story starts with dispelling
these…
We’re not really in touch with our guests….
No differentiation in the marketplace
Failure to communicate
Sales  Revenue  Marketing
Leadership breakdown
Failure to define a profitable business model

21. Sales  Revenue  Marketing
Digital Strategy – Guest Acquisition – The Really Short
Version
Stay Date
Research Date(s)
Timeline
Prime Booking WindowResearch Period LOS
January February March
Departure Date

22. Facebook Examples
Sales  Revenue  Marketing
Custom Audiences and
Look-Alike Audiences

23. Sales  Revenue  Marketing
In ten days
31 new memberships
Costing $1,248
Total Revenue -- $201,500
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)
Membership and Short Term Replacement

24. Sales  Revenue  Marketing
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

25. Daily & Long Term
Strategies
Sales  Revenue  Marketing
It’s not just about
campaigning…

26. Sales  Revenue  Marketing
Attribution and Socials Real Value
Path Analysis Report for a Non-Branded hotel
client.
 Of all conversions where Social was a part of the
discovery process by the consumer, 75% involved
other channel touchpoints (social probably
doesn’t get enough credit for driving bookings
that they do).
 Organic Search (and to a lesser degree Paid
Search) were integral parts of that journey.
 Again, another reason why a unified content
strategy will provide these people with a better
user experience that will improve engagement
and bookings – and through that should improve
rankings.
Social Engagement Does Not Occur In A Bubble

27. Sales  Revenue  Marketing
Value is more than just the one effort
 Giving content a more permanent home on an independent site page or brand.com or
on blog (or YouTube) means that the content can continue to provide engagement long
after the initial post.
 Admittedly a challenge to find the best content formats to do this with Brand sites.
437 Sessions
from
Facebook

28. Now for some
REALLY cool stuff…
Sales  Revenue  Marketing
To combine Sales, Revenue &
Marketing into one mind

29. Sales  Revenue  Marketing
New ways to look at Digital Marketing Data and
Revenue Management Strategies

30. Sales  Revenue  Marketing
Sourcing Data to Define Strategies with GTM

31. Sales  Revenue  Marketing
Merging Social, Analytics and Emails to Sales

32. Sales  Revenue  Marketing
Isolating under performing opportunities

33. Four Statements
Websites will be a thing of the past
The Search Box will go away
“A.I.” will control your marketing
Sales  Revenue  Marketing
Video will become your only voice

34. Dynamic Websites
Sales  Revenue  Marketing
Websites will be a thing of
the past

35. Text goes here
Sales  Revenue  Marketing

36. Bots & API’s
Bots, bots and bots… what’s a ‘BOT’
Google & Apple --- UNLOCKED!!
Amazon Echo – From 16 to 2600
Sales  Revenue  Marketing
Microsoft – first to be in ONE MILLION Cars

37. The Search Box will go away
Sales  Revenue  Marketing

38. Sales  Revenue  Marketing

39. This is what we have right now
Sales  Revenue  Marketing

40. Sales  Revenue  Marketing

41. Sales  Revenue  Marketing
https://youtu.be/FPfQMVf4vwQ

42. This is what we’ll have next…
Sales  Revenue  Marketing

43. Sales  Revenue  Marketing

44. We’re talking to Inanimate Objects
“Google Assistant” – the new ‘Google Now’
“Alexa” -- Amazon Echo
“Siri” – OS10 and now on Mac & Wireless ‘smart ear-
buds’
Sales  Revenue  Marketing
“Cortana” – Microsoft …everywhere

45. MetaSearch
Sales  Revenue  Marketing
“A.I.” will control your marketing

46. Some Questions
Sales  Revenue  Marketing
Take out your phones and
text to ’22333’ the word
‘lorengray’

52. Do You Know What These Are?
Chevrons – Feature spots on TripAdvisor
Hotel Finder – Googles Hotel Product
“3 Pack”– SERP results box on Google
Sales  Revenue  Marketing
Price parity and reviews matrix – Conditions used to
calculate CPC and ad placement
Google Local “Knowledge Graph”- Right Hand results

53. Sales  Revenue  Marketing
Where’s
Brand.com?
The locations That Count

54. Google Trips App

55. Sales  Revenue  Marketing
Google Launches Cross Device Tracking

56. Sales  Revenue  Marketing
Urgency Messaging
“x rooms left”
option
Real Time Prices
Based on dates of
travel
Promotion Messaging
Property
Multi-property
option available
Brand Logo
Stars
Destination Messaging
Dynamic Creative Template for a Real Time Bidding Display Ad
Membership Link
Facebook Brings DAT Mainstream

57. Sales  Revenue  Marketing
“Facebook wants to become a stronger player
for driving trip inspiration and travel
bookings, particularly direct bookings.”
— Dan Peltier
With U.S. travelers spending 20 percent of
their time on mobile on either the Facebook
or Instagram apps, Facebook’s new Dynamic
Ads for Travel product is designed specifically
for hospitality and other travel brands to help
them retarget consumers browsing those
apps and other web sites for travel ideas and
inspiration –Skift Sept 26th 2016
Facebook Lives in Mobile

58. We now have this…
Sales  Revenue  Marketing

59. Sales  Revenue  Marketing

60. Video, LIVE & ‘Stuff’
Sales  Revenue  Marketing

61. Four Current Stages of Visual
Engagement
VR – Virtual Reality
AR – Augmented Reality
360 – Flat Screen View
Sales  Revenue  Marketing
LIVE – ummm Yeah

62. The AR World Today
Sales  Revenue  Marketing

63. The VR World Today
Sales  Revenue  Marketing

64. The 3600 World Today
Sales  Revenue  Marketing

65. The LIVE World Today
Sales  Revenue  Marketing

66. Video, presentation, links, resources
and Webinar are at…
Sales  Revenue  Marketing
https://www.HospitalityDigitalMarketing.com/rocet
OR
Bit.ly/hdmrocet

67. THANK YOU
67
@LorenGray
“For the Privilege of your time”