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- 1. Brand Breakout Power of the Brands – Online
- 2. Power of the Brand – eCommerce 2013 Brand Business Plan Goals: Grow Market Share Drive BAR business Improve RevPAR premium Remington Hotels 2013 Goal Grow Market Share Increase ADR Grow RPI
- 3. Power of the Brand - eCommerce Brand Online Toolkits Embassymeetings .com Hilton Sales Web Marketplace Hotel website Brand Communications: ESNOW, connect with Hampton, enews@homewood ES Online Media Center
- 4. Power of the Brand – eCommerce Hotel Website – Your Virtual Sales Manager Center of our hotel’s online presence Is it selling our hotel? Pictures and Content Every Page enhanced i.e. Dining, Plan An Event, Things To Do Group Value Dates POGS – create our own event for need period/support an existing event for client Point of Interest Packages = greater SEO value. QUALITY not QUANITY Retail Rail – POI Package or Lead Rates for target segment to address need period
- 5. Power of the Brand - eCommerce Retail rail here—gvd here?
- 8. Power of the Brand - eCommerce
- 9. Power of the Brand – eCommerce Brand Online Toolkits MORE, Hampton & Homewood Online Toolkit New Templates for Sales Flyers Social Media Request Form – hotel stories posted on brand Social Media Outlets i.e. AES “Butch and Sundance”, PHI “Mr. Emerson” HHonors Monthly Statement request form- every hotel submits an offer every month through EDGE New Embassy Transactional Emails New Suite Hotel Deals
- 10. Power of the Brand - eCommerce
- 11. Power of the Brand – eCommerce Suite Hotel Deals
- 12. Power of the Brand – eCommerce Embassymeetings.com Embassymeetings.com Brand placement in top publications such as Successful Meetings, Meetings & Conventions, Connect and One+. Brand purchase of enhanced listings in Cvent, StarCite and Lanyon Direct Link to Hotel’s Plan An Event Page and Group Value Dates Onsite Promotions and regular Featured City
- 13. Power of the Brand – eCommerce Online Media Center Social Focus- to engage and make aware Press Releases and stories– FLA and St. Mary’s Food bank, VES and Community Food Bank of Clark County, PHI and Mr. Emerson Lead source – Travel Blogger saw SYR Media Center and inquired about packages. Online Fact sheets deleted and direct link to our Website Send human interest, stories of great customer service, etc etc
- 15. Power of the Brand – eCommerce Brand Communications i.e. Embassy NOW Brand news update Social media trends update in Embassy NOW. Proving social media program results updates in Embassy NOW
- 16. Power of the Brand - eCommerce Powered by StarCite Hotel Smart Sheet for Hilton Worldwide Sales Steam Internal Need Dates viewed by Hilton Worldwide Sales Team on SalesWeb Group Value Dates displayed on StarCite and Brand.com sites GroupQ - Receive and respond to online Leads from StarCite and Brand.com
- 17. Power of the Brand – eCommerce Hotel’s Marketing / Media Plan (how’d we get here?) Definition from salesforce.com – Media Planning Group “The purpose of the media plan is to conceive analyze and creatively select channels of communication that will direct advertising messages to the right people in the right places at the right time.” Sound Familiar?
- 18. Power of the Brand – eCommerce Hotel’s Media Plan Sell the right room to the right guest (segment) at the right rate at the right time. Media Plan is our road map: Which Media? To Whom? What time of year? How often?
- 19. Power of the Brand - eCommerce
- 20. Power of the Brand - eCommerce ADR growth through eCommerce ? One Point Increase for (Positive) Reviews allows for an 11.2% Rate Increase* * Cornell Center for Hospitality Research 11/28/12 Online ADR results 2012 vs 2011 Hampton Inn + $6.52 Homewood Suites +$12.40 Embassy Suites + $10.73