1. The Transparent Web:
Using Online Marketing and Distribution to
Optimize Pricing Power
Tim Peter
Founder
Tim Peter & Associates, LLC
Participating Sponsors:

2. The online shopping
experience
• Transparent
Before teeing off...

3. Choices...

4. Lots and lots and
lots of choices...

5. Lots and lots and
lots of choices...

6. Lots and lots and
lots of choices...

7. Lots and lots and
lots of choices...

8. Lots and lots and
lots of choices...

9. Lots and lots and
lots of choices...

10. Lots and lots and
lots of choices...

11. The purchase “funnel”
Awareness
Interest
Desire
Action

12. A tangled web

13. Typical interactions
• Paid search • Remarketing/retargeting
• Natural search • Sponsored content
• Email • Online videos
• Banner advertising/display • Print media
media
• Review sites
• Brand websites
• Word of mouth
• Mobile websites
• Social media
• Affiliate sites

15. Why we’re here
• The transparent web - and what it
means for your business
• How to use search and social to reveal
your value to your guests and golfers
• The importance of parity and best rate
• How to track what’s working

17. 17%
83%
Consumer
search activity
in last 24 hours
Yes No

18. 20%
80%
Travelers who
searched
before booking
Yes No

19. 30
24 Shopping
behavior
18
12
6
0
Sites Sessions
All consumers Travel shoppers

20. Natural/
organic search

21. Paid search

22. Local
search

23. Social and
reviews

24. Social sites

25. 35%
65%
Regular use
of social
networks
Yes No

26. 16%
84% Visited travel
review site
Yes No

27. 9%
Visited
91%
Facebook in
same month
as travel
Yes No

28. Social signals
influence search
• Pages that earn tweets + Facebook
shares also correlate well with earning
links, and send direct traffic on their
own
• Facebook shares might be more
valuable than “Likes”

37. Top search term
prior to booking?
“Price”

38. The “solution”?

39. Distribution “partners”
want to be the go-to
resource for your golfers

40. A cure worse
than the
disease?

41. Your choice
Attempt to “win” Promote
the race to zero transparent value

45. Only
$62

47. Only
$68

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49. Why buy
from
you?

50. Dominant Impulsive
Fast
& Ambitious & Enthusiastic
Analytical Reliable
Slow
& Organized & Predictable
Head Heart

51. Mind your “P’s and Q”
Price
Proximity Quality

52. Price
Price
Proximity
Quality Quality
Proximity
Dominant Impulsive
Fast
& Ambitious & Enthusiastic
Price
Price
Proximity Quality Quality
Proximity
Analytical Reliable
Slow
& Organized & Predictable
Head Heart

53. Rate parity

59. Top search term
prior to booking
“Price”

60. Is this what you
think when you
hear “best rate”?

61. Why buy
from
you?

62. Price must
show value

71. Links tell search
engines your
content is
important Indexed Web
Page
Attracts search Attracts links
engine spiders
Keyword Rich
Web Content
Rankings

74. Google Place
pages

78. Post stay email
Show a photo
Promote another stay
Invite to opt-In
Invite to social media

79. Post stay e-mail
• Case Study:
 Resort sent email to all guests who stayed 3 nights
in in the summer
 Promotion start: Mid-November
 Offered promotional rate for January-February
• Results:
 December online revenue up 200%
 90% of the growth was for following year’s
revenues

81. Reveal your value
Don’t conceal it

82. Metrics

83. Repeat visits Conversion
Hits Visits rate
Sessions Top referrers Fans
Bounce rate CPM
CPC
Likes Page rank Uniques
Quality score Page views
Followers CPA Exit rate
Engagement

84. Repeat visits Conversion
Hits Visits rate
Sessions Top referrers Fans
Bounce rate CPM
Wait. What?
CPC
Likes Page rank Uniques
Quality score Page views
Followers CPA Exit rate
Engagement

85. Handicap Index * Slope Rating
113

86. Cost-per-visit / Conversion rate

87. ROAS - Return on (Ad) Spend
!"#$%&'()
(%'%#"*%+,-./-$,
322$/'(, 0/1/*,*2,1/*%,
Look at all marketing spend as a cost of sale

88. Best practice:
Positive ROAS budgeting
• Manage budget and activities to target
ROAS
• Increase or lower CPC/effort levels
based on conversion rate to achieve
target ROAS

89. Questions?

90. Summary
• The transparent web means your value
- or lack thereof - is equally transparent
• Your marketing must reveal, not
conceal, your value to consumers
• Price parity and best rate guarantees
showcase that value
• The right metrics show you what’s
working

91. Thank you
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter