Date post: | 19-Jun-2015 |
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Business |
Upload: | steve-connor |
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Power of the Brands – Online
Brand Brand BreakoutBreakout
Power of the Brand – eCommerce
2013 Brand Business Plan Goals:Grow Market ShareDrive BAR business Improve RevPAR premium
Remington Hotels 2013 GoalGrow Market Share Increase ADRGrow RPI
Power of the Brand - eCommerce
Hilton Sales WebMarketplace
Brand Communications: ESNOW, connect with Hampton,
enews@homewood
ES Online Media Center
Embassymeetings.com
BrandOnline Toolkits
Hotel website
Power of the Brand – eCommerce
Hotel Website – Your Virtual Sales ManagerCenter of our hotel’s online presence
Is it selling our hotel? Pictures and Content Every Page enhanced i.e. Dining, Plan An Event, Things To Do Group Value Dates POGS – create our own event for need period/support an existing event
for client Point of Interest Packages = greater SEO value. QUALITY not
QUANITY Retail Rail – POI Package or Lead Rates for target segment to address
need period
Power of the Brand - eCommerce
Retail rail here—gvd here?
Power of the Brand - eCommerce
Power of the Brand – eCommerce
Brand Online Toolkits MORE, Hampton & Homewood Online Toolkit
New Templates for Sales FlyersSocial Media Request Form – hotel stories posted on brand
Social Media Outlets i.e. AES “Butch and Sundance”, PHI “Mr. Emerson”
HHonors Monthly Statement request form- every hotel submits an offer every month through EDGE
New Embassy Transactional Emails New Suite Hotel Deals
Power of the Brand - eCommerce
Power of the Brand – eCommerce
Suite Hotel Deals
Power of the Brand – eCommerce
Embassymeetings.com
Embassymeetings.com
Brand placement in top publications such as Successful Meetings, Meetings & Conventions, Connect and One+.
Brand purchase of enhanced listings in Cvent, StarCite and Lanyon Direct Link to Hotel’s Plan An Event Page and Group Value Dates Onsite Promotions and regular Featured City
Power of the Brand – eCommerce
Online Media CenterSocial Focus- to engage and make aware
Press Releases and stories– FLA and St. Mary’s Food bank, VES and Community Food Bank of Clark County, PHI and Mr. Emerson
Lead source – Travel Blogger saw SYR Media Center and inquired about packages.
Online Fact sheets deleted and direct link to our WebsiteSend human interest, stories of great customer service, etc
etc
Power of the Brand – eCommerce
Brand Communications i.e. Embassy NOW
Brand news updateSocial media trends update in Embassy NOW.Proving social media program results updates in Embassy
NOW
Power of the Brand - eCommerce
Powered by StarCiteHotel Smart Sheet for Hilton Worldwide Sales Steam Internal Need Dates viewed by Hilton Worldwide Sales Team on
SalesWebGroup Value Dates displayed on StarCite and Brand.com sitesGroupQ - Receive and respond to online Leads from StarCite
and Brand.com
Power of the Brand – eCommerce
Hotel’s Marketing / Media Plan(how’d we get here?)
Definition from salesforce.com – Media Planning Group“The purpose of the media plan is to conceive analyze and
creatively select channels of communication that will direct advertising messages to the right people in the right places at the right time.”
Sound Familiar?
Power of the Brand – eCommerce
Hotel’s Media Plan
Sell the right room to the right guest (segment) at the right rate at the right time.
Media Plan is our road map:Which Media?To Whom?What time of year?How often?
Power of the Brand - eCommerce
Power of the Brand - eCommerce
ADR growth through eCommerce ?
One Point Increase for (Positive) Reviews allows for an 11.2% Rate Increase*
* Cornell Center for Hospitality Research 11/28/12
Online ADR results 2012 vs 2011Hampton Inn + $6.52Homewood Suites +$12.40Embassy Suites + $10.73