new market international

1 | ©2010 by Newmarket International

On-line Group Sales Channel

OptimisationDuncan Osborn – 14th September 2010

Session Agenda

Evaluate Website Content

Diagrams WebView


Content

Capture

Reach

Website RFP Form

RFP Integration

3rd Party Listings

Social Media / SEO


Evaluate Your Current

Internet Presence

Evaluate Your Website

» Content

» Meetings and events

» Request for proposal

» Promotions

Does your website encourage

group business?

Does your website encourage

group business?


» Promotions

» Availability and rates

Evaluate Online Lead Channels Presence

» Lead channel

subscriptions?

» Lead conversion?

» Opportunities?

» Listings accurate?


» Listings accurate?

» Up to date?

» Are enhanced listings

available?

Evaluate Your Social Media Strategy


Evaluate Your Competitive Set

Topic Your Property Competitor 1 Competitor 2

Can I get to group business or meeting and events within one click?

No, 2 clicks Yes No, 3 clicks

Are there special promotions or meetingpackages?

Yes No Yes

How long did it take to submit the RFP? 8 minutes, required login, complex form

4 minutes, no login, 5 step form

10 minutes, required login,


login, complex form login, 5 step form required login,

Are there social media links? No Yes, Facebookand Twitter

Yes, Facebook, Twitter, Digg

Is there a specific wedding area to the website?

Yes Yes Yes

Can I book group business online? No Yes No

Photos of function space, events, common areas, and guestrooms?

Yes, 4 in slideshow, ballroom only

Yes, 10+ of each room, 250+ total

Yes, 25, F&B,boardroom,

ballroom

Google Search – “City + hotel” results Page 9 Page 1 Page 2

The Short List


8


Website Content for

Group Business

Meeting Planner Experience

» Simple Navigation

» Actionable Content

» Description of Services

» Meeting planning tools

» Banquet Menus


» Banquet Menus

» Interactive Display of

Function Space

» Rich Images

» 3D tours

» RFP

Meeting Space Specific Images


Interactive Display of Function Space

» Graphical images provide an online experience

» Consumers expect it from your website

» Conduct a Virtual site inspection

» Will assist in event planning

» Send RFP while looking


» Send RFP while looking

» Search meeting space

» Localized content

» Property map

Diagrams WebView

» 3D maps and buildings

» Graphical setup display

» Interactive capacity charts

» Flexible branded design

» Client collaboration tools


» Client collaboration tools

» Social media campaigns

» Integrated RFP

» Website analytics

Interactive Floor Plan


Integrated RFP


15

Interactive Capacity Chart/Search


Localized Content


3D Room Setup


WebView Demonstrations

» Casino

» Downtown property

» Pre-opening property

» Corporate branded

» Interactive capacity chart

» Localized content

» Resort with 3D setups

» 3D meeting room tours



Capture Group Business

Finding Your RFP

“…50% of web sales are lost

because visitors cannot easily

find products, content, or

services they’re looking for on


services they’re looking for on

websites.”

Audience Specific RFPs


RFP: Capture and Convert More Business


RFP Redesign Results

400

500

600

2008

1,105 RFPs in

March 2010

Cor

pora

te W

ebsi

te R

FP

s


0

100

200

300

September October November December

20082009

Cor

pora

te W

ebsi

te R

FP

s


Extending Your Reach

Top Online Lead Channels


Enhanced Listings



Optimization Program

Group Website Optimization Program

» Evaluation of current use of existing website against

captured best practices

» Assessment of capability versus comp set (3

competitors)

» Recommendation for improving website functionality:


» Recommendation for improving website functionality:

• Virtual site inspections

• Enhanced 3rd party listings

• Enhanced search engine rankings

• Social media strategy

• Quality RFP design

• On-line booking


Thank You

new market international

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