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How to Make Digital Marketing Work for Hospitality | Boutique Bar Show 2015

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How To Make Digital Marketing Work For Hospitality Boutique Bar Show – London
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Page 1: How to Make Digital Marketing Work for Hospitality | Boutique Bar Show 2015

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

Page 2: How to Make Digital Marketing Work for Hospitality | Boutique Bar Show 2015

So… who are we?

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

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

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Gone Local.

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

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55% spike between Christmas and New Year’s

“bars near me” weekend uplift

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

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Meet Your Patron.

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Go on your customer journey.

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Excite & Delight.

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Set the Strategy.

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Digital Touchpoints – Pre-Decision Advertising Social Media

•  Shared content •  Paid ads

PR

Annoyances: Irrelevant ads, spammy social media  

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Digital Touchpoints – Actively Looking Paid Search ads Social Website

Reviews SEO  

Annoyances: Old reviews, difficult-navigate website, outdated information  

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

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

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

Annoyances: Spammy ads, frequency of newsletters, irrelevant content  

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Multi-Channel Campaigns

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Target.

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Targeting Approach Big Growth Drivers

Geographic Targeting

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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

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Advanced Targeting

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Implementation & Practical Tools

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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

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Do.

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Do. Test, optimise, learn, repeat.

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Cheers! www.ignitehospitality.com +44 (0)20 7697 0151 @ignitetweet [email protected] @sarahfulton


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