t80 roi it's not what you spend … … it's what you net! steve bottger – bottger...
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T80 ROI
It's Not What You Spend …… It's What You Net!
Steve Bottger – Bottger Mansion Mary White – BnBFinder.com Lisa Kolb – Acorn Internet Services, Inc.
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Defining Return & Investment
You Spend $ - - - You Book Rooms - - - You Make More $
BUT – do you analytically track where your guests are finding you?
(FYI: You absolutely CANNOT RELY on where a guest TELLS YOU they found you! And we’ll show you WHY!)
AND – do you mathematically track how much you spend in any one place to compare the places your guests are finding you to see if your NET is worth the investment?
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Reservation Tracking
Intell-a-Keeper™ Acorn Internet Services, Incwww.acorn-is.com
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ROI Tracking Data: Sample 1 (Part A)Why you CANNOT believe what your guests tell you about where they found you…
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ROI Tracking Data: Sample 1 (Part B)Why you CANNOT believe what your guests tell you about where they found you…
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ROI Tracking Data: Sample 1 (Part C)Why you CANNOT believe what your guests tell you about where they found you…
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ROI Tracking Data: Sample 2Why qualified traffic can save you $$$ on your bookings…
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Data Gathering
The Data Provided in this presentation is compiled from…
A sample of approximately 4,000 bookings (online reservations, phone and e-mail) recorded in 2007.
This accounts for an estimated 60-70% of all inn bookings.
Each booking may be made up of one to many referring web sites.
Each booking is weighted accordingly, based on the number of different ways a guest found your web site.
Sample data is from actual customers across the United States using our Intell-a-Keeper product.
No specifics are given in any one grouping that would give away any of our customer’s specified marketing plan.
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Direct Hits 30%
Search Engines(Organic/Free) 23%
Search Engines(PPC) 6%
B&B Directories19%
General TravelSites 12%
E-Mail 8%
Misc 2%
Actual Booking Referrals (Data from 2007 Guest Bookings)
Based on approximately 4,000 ACTUAL Inn Bookings recorded in 2007
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A Direct Hit Booking is a Reservation that came from a guest that found you by typing in your web address directly from…
Rack Cards or Brochures Printed Media in a Newspaper Article or Magazine
Article Web Site is Bookmarked on Guest’s PC Domain Name Branding – they Remember your URL.
Direct Hit Bookings (30%)
(1,200 Bookings out of 4,000)
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Google 73%
Yahoo 10%
All Others 7% *
MSN 4%
Local / Maps 4% **
ASK 1%
AOL 1%
Organic Search Bookings (23%)(Note: These are FREE Listings – NOT Sponsored | Paid Listings)
* There were a total of 37 different “ALL OTHERS” Search Engines recorded where Guests located the Inn’s web site and made a booking.
** Local / Maps included Google Local, Yahoo Local and MapQuest referrals.
(920 Bookings out of 4,000)
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Google PPC 68%
Overture PPC 32%
(PPC) Pay Per Click Bookings (6%)
The Pay Per Click (PPC) bookings tracked were for the following companies and their affiliates …
(240 Bookings out of 4,000)
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National B&BDirectories 63% *
Regional B&BDirectories 21%
State B&BDirectories 10%
Alternative B&BDirectories 6% **
B&B Directory Bookings (19%)
* There were a total of 46 different National B&B Directories recorded where Guests located the Inn’s web site and made a booking. The top 5 in order from highest to lowest are …
www.bedandbreakfast.com www.bbonline.com www.lanierbb.com www.bnbfinder.com www.bnblist.com
** There were a total of 30 different Alternative B&B Directories recorded where Guests located the Inn’s web site and made a booking. Here are a few sample categories …
Biking Birding Pet Friendly Gay Friendly
Romance Weddings Western Honeymoo
n
(760 Bookings out of 4,000)
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Global TravelSites 3%
State TravelSites 17%
Regional TravelSites 80%
Travel Directories (12%)Note: These are general lodging directories, NOT B&B specific
(480 Bookings out of 4,000)
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E-Mail Referrals (8%)
(320 Bookings out of 4,000)
Bookings resulting from a link to the Inn’s web site from an E-Mail …
Newsletter CampaignsDirect E-MailE-Mail a Friend this Web Site LinkE-Mail Postcards with URL from Web Site
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Miscellaneous (2%)
Blogs and More 5% *
ReservationCompanies 30% **
Portal Pages 65% **
(80 Bookings out of 4,000)
Blogs and More *
MYSPACE BLOGS FACEBOOK
Reservation Companies **
Calling Inn
Portal Pages **Customers who have created an additional but separate web site that promotes them in addition to other information.
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Steve HiattBottger Mansion of Old Town
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"Half my advertising is wasted, I just don't know which half."
John Wanamaker, 1838-1922
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Print Marketing
Not all marketing is via the Internet There is still a place for print
marketing Rack cards, brochures, targeted
magazine ads. How to track non-internet material? On the internet, naturally!
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Tracking Print Media
www.bottgermansion.com/index-mansion.htm
Entry page Visits Percentage
36. /index-mansion.htm 2 0.13%37. /links-bb.htm 1 0.07%
Unique target page
Unique URL
Urchin Results
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Let use the tools!
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We need “One File”
One file to put the data, One file to use the data, One file to bind the data,One file to rule the data - for
awhile.With apologies to JRR Tolkien
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IKBookings
Cost 2007 2007 2007
Directorybedandbreakfast.com 449 15 743 11.08bnbfinder.com 199 1 846 2.43findbnb.com 199 0 150 0.34lanierbb.com 159 3 480 1.87iloveinns.com 150 0 241 1.04bbonline.com 99 6 417 5.54
# of Reservations
# of click throughs
The File
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Add Revenue…
IK Bookings
Cost 2007 2007 2007 Cost/Res Cost/Click Sales ROI
Directorybedandbreakfast.com 449 15 743 11.1 $29.93 $0.60 3516 783%bnbfinder.com 199 1 846 2.4 $199.00 $0.24 202 102%findbnb.com 199 0 150 0.3 $0.00 $1.33 0 0%lanierbb.com 159 3 480 1.9 $53.00 $0.33 1839 1157%iloveinns.com 150 0 241 1.0 $0.00 $0.62 0 0%bbonline.com 99 6 417 5.5 $16.50 $0.24 2107 2128%
# of Reservations
# of click throughs
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IK Bookings
Cost 2007 2007 2007 Cost/Res Cost/Click Sales ROI ABQ B&B NM B&B B&B
Directorybedandbreakfast.com 449 15 743 11.1 $29.93 $0.60 3516 783% 1/5 1/5 (PPC) 1/1bnbfinder.com 199 1 846 2.4 $199.00 $0.24 202 102% PPC PPC 1/4findbnb.com 199 0 150 0.3 $0.00 $1.33 0 0%lanierbb.com 159 3 480 1.9 $53.00 $0.33 1839 1157% 2/3 1/4iloveinns.com 150 0 241 1.0 $0.00 $0.62 0 0% PPC 4/2 (PPC) 1/7 (PPC)bbonline.com 99 6 417 5.5 $16.50 $0.24 2107 2128% 1/2 1/3
# of Reservations
# of click throughs
Google Search Results
Organic placements…
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The full Monty
IK Bookings
Cost 2007 2007 2007 Cost/Res Cost/Click Sales ROI ABQ B&B NM B&B B&B
Directorybedandbreakfast.com 449 15 743 11.1 $29.93 $0.60 3516 783% 1/5 1/5 (PPC) 1/1bnbfinder.com 199 1 846 2.4 $199.00 $0.24 202 102% PPC PPC 1/4findbnb.com 199 0 150 0.3 $0.00 $1.33 0 0%lanierbb.com 159 3 480 1.9 $53.00 $0.33 1839 1157% 2/3 1/4iloveinns.com 150 0 241 1.0 $0.00 $0.62 0 0% PPC 4/2 (PPC) 1/7 (PPC)bbonline.com 99 6 417 5.5 $16.50 $0.24 2107 2128% 1/2 1/3
Associations OTMA 300 9 584 4.3 $33.33 $0.51 2108 703%itsatrip.com (ACVB) 276 23 1050 6.0 $12.00 $0.26 9843 3566%nmbba.org 249 10 116 0.7 $24.90 $2.15 2700 1084%abqbanb.com 100 20 1003 14.1 $5.00 $0.10 8387 8387%newmexico.org 0 3 173 0.7 $0.00 $0.00 704NMLodging.com* 235 31 $7.58
NM Magazine 4740 1 0 $4,740.00 $0.00 404 9%Brochure 250 0 0 $0.00 $0.00 0 0%
# of Reservations
# of click throughs
Google Search Results
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Mary White
BNBFinder.com
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Take Advantage of What You Are
Already Paying For
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Take Advantage of What You Are Already Paying For
Know That The Customer Is Not Always Right
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Take Advantage of What You Are Already Paying For
Know That The Customer Is Not Always Right
Understand That All Traffic Is Not Equal
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Take Advantage of What You Are Already Paying For
You don’t get a second chance to make a first impression.
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Take Advantage of What You Are Already Paying For
You don’t get a second chance to make a first impression.
Directory listings are an extension of your web presence.
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Review your directory listings as you would periodically review a contractor’s work
Directory listings are an active, not a passive form of advertising.
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Frequently Forgotten Features:
Packages and Specials Guest Reviews and Comments Availability Links Keywords
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Most Importantly…
Review when you renew
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The Customer Is Not Always Right
Fewer than 1 in 10 guests correctly identified the website
that they found the inn on
91%
9% IncorrectlyReportedSource
CorrectlyIdentifiedSource
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Understand That All Traffic Is Not Equal
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How targeted is each click?
Understand That All Traffic Is Not Equal
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Take Advantage of What You Are Already Paying For
Know That The Customer Is Not Always Right
Understand That All Traffic Is Not Equal
In Summary
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Questions? Comments?
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