Milestone Recovery Framework 6-23
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This document summarizes a webinar presented by Milestone about communicating correctly to bring customers back during recovery from the COVID-19 pandemic. It discusses Milestone's Crisis-Recovery-Growth framework and 5 new ground rules for marketing in recovery. It provides examples of safety-focused messaging, alternative uses for hotels, limited-time offers, and strategies for each part of the recovery funnel including building confidence, demand, conversions and trust. The webinar covered adapting marketing strategies for the recovery phase and provided information on signing up for a free performance audit.
Milestone Recovery Framework 6-23
- 1. Milestone Recovery Framework Communicate Correctly to Bring Customers Back June23, 2020 MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg
- 2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 YOUR SPEAKERS 2 Benu Aggarwal Founder & President Milestone Erik Newton VP of Marketing Milestone Rob Cole Founder Rock Cheetah/Phocuswright Loren Gray Founder Hospitality Digital Marketing
- 3. Confidentialwww.milestoneinternet.com | 1-408-200-2211 1. CRG and Recovery Framework 2. Market recovery trends 3. 5 new ground rules for marketing 4. Correct communication 5. Alternative use and new offers 6. Special offer for audience 7. Questions & answers TODAY'SAGENDA
- 4. Confidentialwww.milestoneinternet.com | 1-408-200-2211 Confidential CMS Schemas AMP FAQ Manager &Voice Search Local & Reviews Insights Analytics Milestone PresenceCloud Design & UI Content Marketing SEO PaidMedia Local Analytics &BI OmnichannelServices Wehelpyou organize and amplify your digital information to reachtheright audience MilestoneInternet.com | +1 408-200-2211 | @MilestoneMktg Hospitality |Restaurants | Retail |Finance | Automotive | Healthcare |Technology ABOUTMILESTONE
- 5. Confidentialwww.milestoneinternet.com | 1-408-200-2211 RECOVERY WEBINARS WITH INDUSTRY THOUGHT LEADERS Website experience consistent with messaging Weddings, Meetings and Events Crisis-Recovery- Growth Paid II Purna Virji, Microsoft Fred Vallaeys, Optmyzr Kurt Weinsheimer, Sojern Recovery Framework I Bob Gilbert President and CEO HSMAI Market trends Hotel recovery On demand https://blog.milestoneinternet.com/web- design-promotion/webinar-recap- reopening-keys-to-success-from-hsmai- ceo-bob-gilbert/ Market trends Digital media for recovery all industries 6/18 Registration https://blog.milestoneinternet.com/digital -media-marketing/webinar-june-18- recovering-and-growing-your-business- with-digital-media/ Recovery Framework III Rob Cole Phocuswright Loren Gray Hospitality Digital Marketing Market trends Hotel recovery 6/23 Registration https://milestoneinternet.zoom.us/webin ar/register/WN_O0IcAF46SUKbe1jS6x m2nw Recovery Framework IV Chip Conley Modern Elder frmr Head of Hospitality AirBNB Hotel recovery Hotel management 7/1 Registration Coming soon, check blog! Website experience consistent with messaging Weddings, Meetings and Events Recovery Framework V Chip Rogers AHLA Hotel recovery Stay Safe Guide Hotel marketing 7/8 Registration Coming soon, check blog!
- 6. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CRG FRAMEWORK Milestone’s Crisis-Recovery-Growth (CRG) framework
- 7. Confidentialwww.milestoneinternet.com | 1-408-200-2211 STATES ARE OPENING Updated June 17, 2020Source: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html
- 8. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MILESTONE RECOVERY FUNNEL BUILDING CONFIDENCE BUILDING DEMAND DRIVING CONVERSIONS BUILDING TRUST Visibility and Presence Visits and Traffic
- 9. Confidentialwww.milestoneinternet.com | 1-408-200-2211 DIGITAL TRANSFORMATION ACCELERATED Covid March 2020 After Covid years ahead of trend Time Digitization
- 10. THE NEW GROUND RULES FOR MARKETING
- 11. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MARKETING RULE #1 – DON’T SELL, COMMUNICATE • How are you making everyone safe? (including your team) • What’s changed in the rooms? • Elevator social distancing guidelines? • Parking, pool, gym, spa use?
- 12. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MARKETING RULE #2- BEFORE ‘REOPENING, THERE'S ‘PREOPENING’ MOVE FROM THINKING ABOUT CHANNELS TO ABOUT BEHAVIOR & SOLVING PROBLEMS Drive and feeder markets, no international GDS – global distribution system update Website – content, images, offers, schema, mobile Google My Business
- 13. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MESSAGING –SAFETY & TOGETHERNESS
- 14. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MARKETING RULE #3- ‘ONE SIZE’ DOES NOT FIT ALL • New personas • Hyper-targeting • Campaigns > ad sets > ad types • Communication channel use • Progressive retreating budget • Emergence budget modeling • Become your own destination marketer
- 15. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CUSTOMER TRENDS AND PIVOT IN MARKETING STRATEGIES Audience is looking to travel to drive by locations and prefer local attractions nearby *Date Range – April 1 to 28 May 2020 vs Dec 1 2019 – 31 Jan 2020 Mobile is driving more awareness, but desktop usage has increased in last couple of months to drive conversions Primarily audience is exploring travel via generic and non- brand queries with emphasis on safety & hygiene People are spending lot more time online and there is a surge in demand for special packages for travel.
- 16. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MARKETING RULE #4- ‘WHAT IS OLD IS NEW AGAIN’ • It’s not about you and the property anymore • Advance to guest-centric communication • Ask your guests and listen to answers • Direct and detailed • Transparent communication • Local is ’in’
- 17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 BECOME YOUR OWN DESTINATION The audience is looking for local information – what is open, what they can do, etc. Create a "go local" page highlighting safe local activities from walking tours to open local attractions and dining options. Include diverse content formats, including blog posts, FAQs, local activities feed, etc.
- 18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 Marketing Rule #5 – There is no ‘Normal’ You must be ahead of what is working, contingency planning The WHOLE team needs to know Everyone is now a ‘hunter’ Marketing / Revenue Management / Sales = Convergence
- 19. RECOVERY FUNNEL
- 20. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • Message • Offer • Medium • Channel • Reach • Frequency • Low occupancy gives you space to experiment • Identify and fill a need WHAT IS CORRECT COMMUNICATION? BUILDING CONFIDENCE BUILDING DEMAND DRIVING CONVERSIONS BUILDING TRUST Visibility and Presence Visits and Traffic
- 21. Confidentialwww.milestoneinternet.com | 1-408-200-2211 RECOVERY FUNNEL BUILDING CONFIDENCE BUILDING DEMAND DRIVING CONVERSIONS BUILDING TRUST Visibility and Presence Visits and Traffic • Home page banner and messaging • New “care” page focusing on safety & commitment • Covid-19 - advanced attributes • Robust schema, FAQ & blog content • Social media postings • “Go local” power page and package • Cross promote special offers – local and social • Email campaigns to local customers • Custom targeting based on geography & audience interest • Retargeting existing or recent customers • Flexible policies • Special offers – LTO, book now and pay later • Bundles with restaurants & local attractions • Enhanced paid strategies • Customer testimonialson social media • Createstories • Signagewithinthefacility
- 22. Confidentialwww.milestoneinternet.com | 1-408-200-2211 GO ON OFFENSE ON THE PANDEMIC
- 23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • Scan coverage • Survey prospective customers • Call a few customers and converse • Read feedback of guests after visit KNOW YOUR CUSTOMER AND THEIR NEEDS
- 24. Confidentialwww.milestoneinternet.com | 1-408-200-2211 1. Family room: Family trips in multiple rooms with a common room 2. Pet-friendly: Accommodations for well-behaved pets 3. Micro-weddings: Celebrate with as many people as allowed 4. Back-to-school: College dorm housing 5. Essential workers: Nurses, doctors, public officials 6. Weekly and monthly apartments: Soon-to-be-evicted ALTERNATIVE USE IDEAS
- 25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ROOM FOR FAMILIES
- 26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 FAMILY ACCOMMODATION
- 29. Confidentialwww.milestoneinternet.com | 1-408-200-2211 WEEKLY AND MONTHLY BOOKINGS
- 30. Confidentialwww.milestoneinternet.com | 1-408-200-2211 BUILD VARIETY OF PACKAGES
- 31. Confidentialwww.milestoneinternet.com | 1-408-200-2211 BUILD RELEVANT AUDIENCE BY AUGMENTING PAID STRATEGIES Display Ads Search ads with new messaging Social Carousel Ads
- 32. Confidentialwww.milestoneinternet.com | 1-408-200-2211 LIMITED-TIME OFFERS Other LTOs could be around • Father’s Day • Localevents • Other occasions • Family events (combinedwith the booknow, pay latercombo)
- 33. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SENSE OF URGENCY - PROMOTE LIMITED-TIME OFFERS Maximize conversion with custom ads and page experience Motivate users with offer urgency, confidence in sanitation and cancellation flexibility Custom page supported by Milestone CMS Keywords e.g. july 4 hotel package, san fran july 4 hotel deals Ads Limited-Time Offer Page PAIDSEARCH DISPLAY& REMARKETING
- 34. Confidentialwww.milestoneinternet.com | 1-408-200-2211 HOME PAGE MESSAGING Testimonials from travelers FAQs around questions asked by travelers Local attractions Safe dining options
- 35. Confidentialwww.milestoneinternet.com | 1-408-200-2211 POST SOCIAL MEDIA – FACEBOOK, GOOGLE, YOUTUBE, INSTAGRAM 1. INSTAGRAM POST 2. FACEBOOK POST 3. GOOGLE POST 4. YOUTUBE VIDEO SHOWING BEHIND THE SCENE AT BUSINESS
- 37. Confidentialwww.milestoneinternet.com | 1-408-200-2211 1. Building confidence (Consumer and market insight) Messaging across all channels Team alignment 2. Building demand Target right audience, Change marketing strategies Attractive offer, packaging 3. Driving conversions Time sensitive offer Extra incentives 4. Driving Trust Post purchase exercise Staff alignment and training Guest review and feedback loop RECOVERY FUNNEL How to adapt during the recovery phase? BUILDING CONFIDENCE BUILDING DEMAND DRIVING CONVERSIONS BUILDING TRUST Visibility and Presence Visits and Traffic
- 38. Confidentialwww.milestoneinternet.com | 1-408-200-2211 SIGN UP FOR A FREE PERFORMANCE AUDIT First 30 attendees* to register will get a complimentary review and recovery recommendations • Milestone recovery checklist https://go.milestoneinternet.com/audit * Available to first 30 to respond, not available to agencies, consultants, or individuals
- 39. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CHIP CONLEY SHARING INSIGHTS AROUND RECOVERY Recovery Framework IV Chip Conley Modern Elder frmr Head of Hospitality AirBNB Hotel recovery Hotel management 7/1 Registration Coming soon, check blog!
Editor's Notes
- #3: Introduce Bob Introduce yourself We will be sharing the deck and the video
- #5: Try orange under services Local needs a new icon Lose the dude Founded 1997. 20 year old company – focus on driving leads and traffic from digital Unique: Digital platform combined with award winning agency services (2018 Search Engine Land winner of their SMX SEO/SEM award). Full accountability of performance. What sets us apart is our deep understanding of the digital space, and this understanding helps position our software to meet our customers requirements
- #8: Majority of the states have opened already, and few states have opened only regionally. Only couple of states have significant restrictions at this point of time.
- #16: This slide is still complicated
- #31: Ilya
- #32: Discounts, LTO & Additional Reward points Reassure on travel safety Promote pages with sanitation and social distancing content Emphasize cancellation flexibility & booking with trust Use
- #35: Tushar
- #36: Discounts, LTO & Additional Reward points Reassure on travel safety Promote pages with sanitation and social distancing content Emphasize cancellation flexibility & booking with trust Use
- #38: So what are the recovery must haves? … Thank you With that I'll hand over controls to Erik