How To Make Digital Marketing Work For Hospitality Boutique Bar Show – London

So… who are we?

Marketing Speak Digital Channel Multi-Channel Touchpoint SEO (search engine optimisation) PPC (pay-per-click) / “Search”

Today’s Menu Why digital is important for hospitality. The process we go through. Channel chat and tools to use.

Gone Local.

We don’t go online anymore – we live online.

55% spike between Christmas and New Year’s

“bars near me” weekend uplift

Part 2: Our Approach Meet your patron. Go on your customer journey. EXCITE & DELIGHT! Set the strategy. Target. Do & learn.

Meet Your Patron.

Go on your customer journey.

Excite & Delight.

21

Set the Strategy.

Digital Touchpoints – Pre-Decision Advertising Social Media

•  Shared content •  Paid ads

PR

Annoyances: Irrelevant ads, spammy social media  

Digital Touchpoints – Actively Looking Paid Search ads Social Website

Reviews SEO  

Annoyances: Old reviews, difficult-navigate website, outdated information  

Digital Touchpoints – Decision Made! Call Email Website booking OTA booking Locating (Maps)  

Annoyances: No answer on phone, confusing/lengthy booking process, incorrect maps location  

Digital Touchpoints – Nurture Relationship Newsletters Social Remarketing Reviews Word-of-mouth  

Annoyances: Spammy ads, frequency of newsletters, irrelevant content  

Multi-Channel Campaigns

Target.

Targeting Approach Big Growth Drivers

Geographic Targeting

Demographic Profiling

Used to build online profiles of Beefeater customers in 2015

Interests

Gender

Income

Occupation

Education

Age

Family

Big Growth Drivers

Targeting Approach Demographic Targeting

Advanced Targeting

Implementation & Practical Tools

Tools/tips to help you organise: SEO: Citation Management MOZ > https://moz.com/tools/seo-toolbar Tracking: Google Analytics Communication: Hootsuite Social Media Guide >http://www.afpc.af.mil/shared/media/document/AFD-091210-037.pdf or http://www.theguardian.com/media-network/2015/jan/17/brand-social-media-tips-followers Setting Goals: ROI Calculator > http://tools.seobook.com/ppc-tools/calculators/roi.html Design: Pixlr to make your own ads

Do.

Do. Test, optimise, learn, repeat.

Cheers! www.ignitehospitality.com +44 (0)20 7697 0151 @ignitetweet sarah@ignitehospitality.com @sarahfulton