Marketing In a Down Economy · 2020. 5. 29. · Schema Voice Search Design Content SEO Paid...

MARKETING IN A DOWN ECONOMY

May 14, 2020

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG

YOUR SPEAKER

Craig Carbonniere, CHDMSenior Director

Milestone

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Craig is a 15+ year hospitality industry veteran who brings an extensive

management background consulting for lodging partners, brands, and

industry associations throughout the country. With executive level

experience in hotel operations, revenue management, sales, and

marketing, he expertly enables holistic programs to ensure sustainable

revenue growth for his clients. Before becoming a supplier, Craig

managed various hospitality disciplines for Grand Pacific Resorts,

Interstate Hotels & Resorts, Starwood Hotels & Resorts, and The Walt

Disney Company.

Craig is an accomplished speaker who regularly facilitates educational

sessions for California Hotel & Lodging Association (CH&LA), Wyndham

Hotels & Resorts, and California State Polytechnic University, Pomona.

He serves as Vice President on the Board of Directors for Hospitality

Sales & Marketing Association International (HSMAI) in Los Angeles and

San Diego and is recognized as a trusted advisor for developing hotel e-

commerce strategy.

Confidentialwww.milestoneinternet.com | 1-408-200-2211

ABOUT MILESTONE

CMS Local

Reviews AnalyticsInsights

Schema Voice

Search

Design Content SEO

Paid

Marketing

Social content

marketing

Analytics &

consulting

Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare | Technology

D I G I TA L P R E S E N C E P L AT F O R M O M N I C H A N N E L S E R V I C E S

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D R I VE R E V E N U E AN D T R AF F I C F R O M D I G I TAL

POLL

What year did the Cardinals move to Arizona from St Louis?

Answer: 1988

The Cardinals relocated to Arizona after the attempts at getting an all-football stadium in St. Louis failed. They were in St. Louis from 1960-1987.


WE’RE SEEING LIGHT AT THE END OF THE TUNNEL

May 4, 2020 https://longwoods-intl.com/news-press-release/covid-19-travel-sentiment-study-wave-8

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https://longwoods-intl.com/news-press-release/covid-19-travel-sentiment-study-wave-8

https://longwoods-intl.com/news-press-release/covid-19-travel-sentiment-study-wave-8


PENT UP DEMAND IS INCREASING

April 22, 2020 https://www.fueltravel.com/blog/updated-findings-from-covid-19-consumer-sentiment-study/

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https://www.fueltravel.com/blog/updated-findings-from-covid-19-consumer-sentiment-study/


COVID-19 CRISIS-RECOVERY-GROWTH STRATEGY

Key channels: Website, SEO, Local, Content

1. Maintain website and increase your digital relevance

2. Add COVID-related content – FAQs, your policies, banners

3. Ensure local listings & maps are updated

4. Start developing new content for COVID crisis response

Key channels: Paid Media, Website, SEO

1. Harvest content marketing efforts

2. Aggressively scale paid media presence

3. Leverage prospecting and lookalike modeling

4. Omnichannel synergies

Key channels: Website, Paid Media, SEO, Email

1. Generate interest with unique offers

2. Targeted relaunch of paid media

3. Invest in SEO prioritizing schemas, voice, and technical health

4. Optimize mobile with AMP and superior navigation

5. Amplify omnichannel efforts with email

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blog.milestoneinternet.com/webinar/

@MILESTONEMKTG

https://blog.milestoneinternet.com/webinar/

RECOVERY & GROWTH


UPDATE CONTENT WITH ACCEPTING RESERVATIONS DATE

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UPDATE SITE FAQS AND CUSTOMER SERVICE KNOWLEDGEBASE

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Crisis-stage FAQs complement evergreen FAQsUse online and offline sources to identify

questions your customers have

Free content research tool:

https://answerthepublic.com/

Website

Schema (Code)

Search Engine Results Page (SERP)

https://answerthepublic.com/


ADD NEEDED CONTENT AND FAQS TO WEBSITE

Intelligence •Customers (offline, online, social)

Search Console

•Google ‘People Also Ask’

Content

•Answer FAQs

•Highlight policies

•Link banners

Success• Impressions

• CTR

• Clicks

HOW WE ACHIEVED 2X CTR

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Confidentialwww.milestoneinternet.com | 1-408-200-2211 12

MOBILE: ESPECIALLY CRITICAL IN COVID-19 SETTINGRecovery stage will amplify weak spots in how sites convert mobile traffic

@MILESTONEMKTG

• Mobile remains the dominant device at 50%+ of traffic

• If page speed is >1 sec, bounce rate rises dramatically

• Users in post-crisis stage will be especially sensitive to any flaws across mobile


MOBILE: 4 STEPS FOR BEST CONVERSION FLOW

@MILESTONEMKTG

2. Lightbox for

offers and newsupdates

3.

Multi-option

booking engine

4.Geo-targeted

content

1. Elevate call to actions

to earliest engagement stage

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CREATE AMP VERSIONS OF YOUR MOST CRITICAL WEBSITE CONTENT

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AMP results sample data on 12 projects

• Mobile visits +59%

• Visits (30 days pre-post) +34%

• Impressions (30 days pre-post) +54%

10xHigher Speed

20xHigher Engagement


DEVELOP LOCAL OFFERS FOR LOCAL AND DRIVE MARKET AUDIENCES AND ADD THE PREMIUM PARKING FREE

Local Offer Ideas:• Upgraded rooms• Accelerated member status• Meals and drinks• Room service• In-room movies • Spa access and service• Parking• Transportation• Afternoon tea service• Wine tasting• Entertainment, music• And even activities in the surrounding city

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DIGITAL ASSESSMENT CAN HELP YOU DISCOVER OPPORTUNITIES TO STRENGTHEN YOUR FOUNDATION

• How does my site perform on mobile?

• Do I have AMP versions of key pages?

• How quickly do my pages load?

• Do I have content for images, videos, news, local?

• Is my content wrapped around by right schemas?

Benchmark against your competitors to discover

low-hanging fruit

POLL

Based on a study from Wordstream for April 2020, what is the average Cost Per Click (CPC) to advertise on Google Search (PPC)?

A. $0.53

B. $1.43

C. $1.91

D. $3.02


COST PER CLICK (CPC) BENCHMARKS DURING COVID-19

In our experience:• Also referred to as PPC• On average -50% less• Lower CPCs can be realized when

your quality score is increased• Applies to branded and non-

branded campaigns• Most hospitality brands have

maintained “branded campaigns” or in active planning to re-launch

https://www.wordstream.com/blog/ws/2020/04/06/google-

ads-benchmarks-during-covid-19

https://www.wordstream.com/blog/ws/2020/04/06/google-ads-benchmarks-during-covid-19


RE-ACTIVATE BRANDED REMARKETING & PAID SEARCH

Display & SocialProspect & Lookalike

Targeting

Paid Search Non-brand

Paid Search Brand

RemarketingAll channels

Re-Activate Digital Media:

• Identify target audiences (local, drive market, stayed prior)

• Incorporate re-opening copy to advertising with dates when available

• Leverage ad extensions for call-outs to local offers and opening amenities

• Highlight flexible cancellation policy

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SCALE SOCIAL MEDIA ADS WITH REOPENING MESSAGE AND DATE

https://www.socialbakers.com/blog/covid-19-is-changing-behavior-on-social-media-for-both-brands-and-users

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https://www.socialbakers.com/blog/covid-19-is-changing-behavior-on-social-media-for-both-brands-and-users


EXPAND COCKTAIL AND BEER MENU (WITHIN YOUR LICENSE), MAKE IT REALLY EASY TO ORDER ALCOHOLIC DRINKS IN ROOM OR ON-PREMISE

Modified Food and Beverage Offerings:

It is important to note, that you need to abide by

the updated laws that are placed on a city or state.

To this end, it likely will require a reduced set of

operating hours.

With the federal guidance of gatherings restricted

to no more than 10 persons, the option for delivery

or take out is the only opportunity. Make grab and

go food offerings available.

Offer more than just breakfast to go! Room

Service can also offer an option of contact-free

delivery service to their guests in order to prevent

close interaction with people.

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REENGAGE MEETING PLANNERS FOR SMALL-SCALE BUSINESS EVENTS AND SOCIAL CATERING

Follow guidelines from local ordinances and brands on event protocols. Updating meeting room layouts and menus with appropriate COVID-19 considerations.

https://hello.cvent.com/hospitality-en-cvent-source-report-recording.html

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https://hello.cvent.com/hospitality-en-cvent-source-report-recording.html

POLLBased on Hootsuite research for April 2020, what is the world's most used social platform?

A. Instagram

B. Twitter

C. Facebook

D. Pinterest


https://www.slideshare.net/DataReportal/digital-2020-april-global-

statshot-report-april-2020-v01

https://www.slideshare.net/DataReportal/digital-2020-april-global-statshot-report-april-2020-v01

REOPENING


• Update all booking agents and all booking partners

REMOVE "TEMPORARILY CLOSED" FLAG ON LOCAL LISTINGS

26@MILESTONEMKTG


ENSURE LOCAL LISTINGS AND MAPS ARE UPDATED

Local Search Engine

& Hyper Local Listings

Data Aggregators

Internet Yellow Pages

Social Channels

Maps

APPS & LISTINGSCentral Data Hub

Source Search Engines Apps & listings

Accurate-Relevant-Frequent

Opportunities include:

• UNAP• Google Posts• Attributes• FAQs• Descriptions• Reviews• Events

27@MILESTONEMKTG


GOOGLE POSTS: CELEBRATING OPENING DAY

Reopening Messaging on Google My Business:

• Highlighting opening day date and activities

• Call-out specials/local offers

• Mention open amenities

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CLARIFY YOUR CURRENT IMPROVED CLEANING AND SANITIZATION PROCEDURES AND SOCIAL DISTANCING GUIDELINES

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https://azgovernor.gov/sites/default/files/guidance_for_restaurants_one_page.pdf

https://azgovernor.gov/sites/default/files/guidance_for_restaurants_one_page.pdf


TRY TO BOOK NEXT STAY WHILE CUSTOMERS ARE ON-PREMISE

Checkout Procedure:

• Solicit feedback• Capture contact

information if able• Offer value (ie loyalty

program, rewards, etc)• Leave a great last

impression• Invite a return stay

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EMAIL BLAST CELEBRATING RE-OPENING WITH CTA TO BOOK NEXT STAYCATION

Exclusive offer for subscribers

Email Best Practices:

• Identify local and drive market guests within email platform

• Engage with relevant content and offers specific to audience

• Reiterate enhanced cleaning procedures

• Highlight flexible cancellation policy


STAY STRONG, ARIZONA! WE’LL GET THROUGH THIS TOGETHER

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SIGN UP FOR A FREE SITE ASSESSMENT

@MILESTONEMKTG

First 30 attendees* to register will get a

complimentary site review

• Entity / Schema Health

• Mobile Readiness

• Technical Health

• Local & GMB

https://go.milestoneinternet.com/audit

* Not available to agencies, consultants, or individuals

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Get the Hotel Reopening Checklist

https://go.milestoneinternet.com/hotel_checklist

https://go.milestoneinternet.com/audit

https://go.milestoneinternet.com/hotel_checklist


Check out other AAHOA COVID-19 Resources: https://www.aahoa.com/advocacy/disaster-preparedness

Craig Carbonniere, CHDMSenior DirectorMilestone

(949) [email protected]

https://www.milestoneinternet.com/covid-19-resource-center

MARKETING IN A DOWN ECONOMY

@MILESTONEMKTG 34

https://www.aahoa.com/advocacy/disaster-preparedness

mailto:[email protected]

https://www.milestoneinternet.com/covid-19-resource-center


"Unprecedented Ideas/Solutions For Recovery From An Unprecedented Crisis" -- A Panel Discussion

Thursday, May 28, 2020 - 9:00-10:00am (AZ)

Presented by Dennis Campbell, DC Enterprises, Lynne Wellish, CMP, CHSE, Hospitality Educator

@MILESTONEMKTG

NEXT HSMAI AZ WEBINAR

Marketing In a Down Economy · 2020. 5. 29. · Schema Voice Search Design Content SEO Paid...

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