Breakthrough DNA for your Lodging Property

Apply the Before, During, After framework to increase bookings,

enhance customer satisfaction, and orchestrate referrals and reviews.

Hi, I’m James

I own Valeo a digital marketing agency

I used to bea computer nerd

I used to be a computer nerd a server engineer

I used to be a computer nerd a server engineer

a web designer

Now: I rock a variety of different titles

Overview

Before UnitDuring UnitAfter Unit

You are probably doingONE of these really well…

maybe 2

Where do you drop the ball?

Before Unit

““Excellent marketing is just great storytelling

Realize the power of visual

90% of information transmitted to the brain is visual.

Visuals are processed 60,000X faster in the brain than text.

(Sources: 3M Corporation and Zabisco)

17

Any enophiles in the house?

18

The “what if” wine experiment

19

20

Show your stuff

Your Website Visuals Matter

46.1% of people say a website's design is the number one criterion for discerning the credibility of the company.

(Source: Stanford Persuasive Technology Lab) 

Getting people to your site 

(This is a BIG one)

Step Right Up… to our Site

Optus / Content Marketing Plan / 10.29.14

Billboard

SEODirect Mail

PPCPrint

Mobile-friendly is Crucial

Aim for Small Targets

Aim for Small Targets

““If you cannot measure it, you cannot improve it.

Lord Kelvin (Sir William Thomson)

Track Your Site. Track Your Calls.

Building Your List Is Top Priority

Invest in a Marketing Automation Platform

Covered this in yesterday’s session

3 Pillars of ROI with Marketing Automation

New Revenue

Reactivated Revenue

Expansion Revenue

Tell me about your “before”

During Unit

Little things go a long way

Customer Service is the New Marketing

Customer Service is the New Marketing 

Attending an Event

Deliver “Dream Come True” Experiences

WOW ME

Identify your top customers

Social Media is an AMPLIFIER

Don’t Forget: Build your List 

Make yourself available

Make Yourself Available

Want to try something

that’s really hard?One of the best client experience design exercises is to ask two simple questions:

1. What does everyone LOVE about [insert your category here]?

2. What does everyone HATE about [insert your category here]?

If you can be honest and objective with this exercise, and then actually ACT on the information - that can make great impacts.

Tell me about your “during”

After Unit

This is the Least Expensive Portion of your Marketing Mix.

It’s the one where you can have the biggest impact with the least amount of money,

because they already know you.

If your average sale is $475, and if they’re going to come back 2 times in 5 years, that = $950.

If they just refer one person that immediately doubles them and their lifetime value, to $1,900.

Focus on CLV

1) Nurturing lifetime relationships 2) Orchestrating Referrals

The After Unit is about:

4000%$40.56 for every $1 spent

2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590

Email Marketing ROI

““Email is 3x more likely to prompt a purchase

than Social Media

McKinsey & Company “Why Marketers Should Keep Sending You Emails”

Email Nurturing is Different

ASK for Reviews

Think long-term reputation vs. 

short-term profit.

90% of consumers trust peer reviews 70% trust online reviews

Orchestrate Referrals

Why Do People Refer You?Here’s a hint: it’s not to do you a favor

People Refer you becauseit makes them feel good. 

Before UnitDuring UnitAfter Unit

Draw it out

Who has questions?

Connect  &  ask  me  anything)

Get a Detailed Audit of Your Website.

Signup sheets around the room.

Free Site Audit

Connect  &  ask  me  anything)

  James  Hu5o Managing  Project  DirectorValeo  Online  Marke>ng516  Tennessee  StreetMemphis,  TN  38103Tel:  800.647.4552  x704    valeomarke>ng.com

@JamesHu5o @ValeoMarke>ng

Connect  with  me!