Sales Revenue Marketing

Storytelling, What the …

Sales Revenue Marketing2

@LorenGray

Once upon a time…..yeah reallyIt’s 8 am, first session, on the second day, lets get in the story telling moodIn the beginning, what are we trying to do

The plot thickens and the story develops,

Sales Revenue Marketing

What is the never-ending story

So let’s get into the storytelling mood…

Sales Revenue Marketing

Sales Revenue Marketing

What is the connection between Social SEO & Content?

Sales Revenue Marketing

Let’s Start From The Beginning….

Sales Revenue Marketing

What are we trying to do

Problem #1

Sales Revenue Marketing

We’re not really in touch with our guests….

Not…

Understanding their needs

Knowing what they want

Knowing what they desire

Sales Revenue Marketing

Knowing there true motivations

Problem #2

Sales Revenue Marketing

No differentiation in the Marketplace

No distinction creates…

What you see in the OTA’s

Same pool, same beds, even the same rates

No control over your hotels presentation, its story

Sales Revenue Marketing

Makes you a commodity, or at least seen as such

Exersize

Sales Revenue Marketing

Who want’s to YALP!

Problem #3

Sales Revenue Marketing

Failure to communicate

Clarity,

No clear message, no clear value for a guest

No clear message to your team, no clear guest

Who’s responsible, no clear expectation

Sales Revenue Marketing

Doing nothing is still a decision

Problem #4

Sales Revenue Marketing

Leadership Breakdown

Consistency, conviction & team

If to outsource

What to outsource

Who’s responsible

Sales Revenue Marketing

Doing nothing is still a decision

Problem #5

Sales Revenue Marketing

Failure to define a profitable business model

Not getting your story to your guests

Maximize your current resources

Define your real revenue sources

Assign direct responsibility and provide the three “T”s

Sales Revenue Marketing

Measure, adapt – measure, adapt - measure, adapt

How do we make our story?

Sales Revenue Marketing

Change how your telling it

Sales Revenue Marketing

This is how we define our guests

This is how most see the ‘cycle’ of our guests

Aquisition

Pre-stay

Engagement – (Stay)

Sales Revenue Marketing

Post stay

Sales Revenue Marketing

Timing is as important as content

The new story starts with dispelling these…We’re not really in touch with our guests….

No differentiation in the marketplace

Failure to communicate

Sales Revenue Marketing

Leadership breakdown

Failure to define a profitable business model

Sales Revenue Marketing

Digital Strategy – Guest Acquisition – The Really Short Version

Stay DateResearch Date(s)

Timeline

Prime Booking WindowResearch Period LOS

January February March

Departure Date

Back in the day…..

Sales Revenue Marketing

How the business cycle used to be

Sales Revenue Marketing

The Business cycle was based on the business’s success

There is a harmony

Sales Revenue Marketing

Operations, Sales, Revenue Management, Marketing

Start by collaboratingCreate a business cycle calendar

Create a Content Calendar

Create an Editorial Calendar

Sales Revenue Marketing

Create an Events Calendar

Create a Marketing Strategy Calendar

Sales Revenue Marketing

Share all of them with the team… daily

The Never Ending Story…

Sales Revenue Marketing

No matter who it is or who they are

Sales Revenue Marketing

We have more access to knowledge now than ever before…

The story goes on….People come & go there will always be ‘one’

Its not one story it a gathering of them

Stop telling it and it goes into lore

Sales Revenue Marketing

Measure, adapt – the repetition never ends

Remember to add you part to the story, it’s what makes us immortal through others….

THANK YOU

Sales Revenue Marketing33

@LorenGraybit.ly/marcushotels16

“For the Privilege of your time”