Greater Zion Marketing Series: Get These Million Visitors to Your Biz
- 1. May 7, 2022
- 2. IRONMAN Events • More than $120m in direct economic impact since 2010 • Estimated $80m in 2022
- 3. IRONMAN 70.3 World Championship
- 4. IRONMAN Events • IRONMAN World Championship • Saturday May 7, 2022 • IRONMAN 70.3 World Championship • Friday, October 28, 2022 • Saturday, October 29, 2022
- 5. “Maybe the biggest event in Utah since the 2002 Winter Olympics, as far as a world-wide marquee brand.” Jeff Robbins: CEO, Utah Sports Commission
- 6. Iconic Events • Raise the profile of a community • Promote long-term investment • Create jobs • Reduce taxes • Generate enthusiasm and a sense of community
- 7. Hospitality “This place has the greatest hospitality of any race I’ve been to with IRONMAN. The entire town and neighboring communities in Washington County really know how to make you feel welcome and appreciated.” Participant at 47+ IRONMAN Events
- 8. Help us build the story of success.
- 9. LO V E CO M M UN I CAT I O N S G r e a t e r Z i o n M ake The M o s t o f Yo ur I R O N M AN Adver t is ing
- 10. Search Engine Visibility Search Starting Online Journeys 93% of all web traffic starts at the search engine1 Be visible when athletes start searching. 1Search Engine Statistics – 99Firms
- 11. Begin to understand how people are seeking what you offer Research Target interested visitors and competitive searches Paid Search Ads Make improvements to your website Optimization Update directories and listings, get involved in the community Engagement R P O E How To Be Found More Easily Search There are four keys to online visibility. If you’re trying to be found online, focus on these areas:
- 12. Know what your audiences is looking for when they search. 2. Understanding Search Intent Learn from what is already working – can you offer something better? 3. What Are Ranking Sites Doing? Are you driving in-store traffic? Trying to share a message? Selling a product? 1. Define Your Goals Research
- 13. Understanding Search Intent Search Unqualified Shopper Exploring options Seeking category pages Qualified Shopper Seeking specifics Seeking a product page Comparative Shopper Comparing options Seeking long-form content
- 14. 2019 Kona IRONMAN Search Trends RESTAURANTS NIGHTLIFE
- 15. 2019 Kona IRONMAN Search Trends EVENTS & LISTINGS HIKING & CAMPING
- 16. What Can You Do To Your Site? Search New Content Write a unique post about how you’re serving IRONMAN guests Offers Represent any discounts, specials, or promos clearly Resources Is there a helpful resource you can offer IRONMAN guests while they’re here? Connect Ask other sites to share your resources and information on their channels
- 17. SEARCH TARGETING AD ACTION Someone searches one of your keywords Elements of a Paid Search Campaign Paid Search Audience and location targeting check Ad served, depending on bid, ad quality, and site quality User makes a decision
- 18. Remarket to users interested in IRONMAN with display ads Compete for key search topics that will drive sales Target mobile devices exclusively Use your understanding of search intent to build relevant keyword lists Limit your ads to Washington County a few days surrounding the event Paid Search Advertising
- 19. Other Campaigns to Consider Search Local Campaigns - Will show ads alongside your Google Maps listing, or in your business profile on search - Allows you to monitor foot traffic Display Campaigns • Visual promotion • Allows you to retarget interested users
- 20. Free Promotion With GMB Search 1. Ensure your Google My Business listing is active and up to date -Google may let users know of recent updates 2. Start posting promotions and advertisements - It’s free! - A great way to promote your most popular offerings Img Src: The Only Guide to Google My Business Posts You’ll Ever Need - LocaliQ
- 21. Share a personalized resource or story with IRONMAN visitors Offer Optimized Content Search, display, and local campaigns are all efficient ways to reach visitors Run Paid Search Ads Take the time to understand how users are seeking your services Research Update your directory listings, business profiles, and collaborate with other local businesses Get Engaged Search Recap
- 22. Social Media Search Connecting With Athletes Organic and paid social media strategies to attract athletes and their families to your business
- 23. Growth Usage has grown from 7% to 65% in the last ten years. Engagement People spend an average of 145 minutes per day on social. Platforms Legacy platforms continue to engage while new apps emerge Opportunity Capture the attention of new customers during the event. Social Media Usage Social media usage, across multiple platforms, continues to grow.
- 24. 01 02 03 04 05 Informational Educational Entertaining Promotional Behind the Scenes Organic Content Strategy Post consistently, giving your followers a chance to know you better and establish trust.
- 25. Search hashtags on your own to identify new opportunities from similar posts Find New Opportunities Find relevant IRONMAN hashtags to connect with people who’ve demonstrated interest Target Athletes and Families Expose your posts to people who aren’t already following your business Amplify Your Message Be sure to include your branded hashtags to close the loop on the user journey Showcase Your Brand #Hashtags
- 27. Going LIVE Social Media Social media live streaming turns a video from a broadcast into a conversation. Streaming is for everyone, especially businesses looking to connect with their customers in real time. • Quality is better than quantity • Try to keep your videos less than 60 seconds, to keep viewers • Avoid oversaturating audiences with content
- 28. Timely Responses Ask Questions Get Specific 64% of people say they’d rather a message from a business than a call or email Learn what your followers are looking for, and ask questions if necessary Provide event specific information that your users will find resourceful Communication
- 29. Confirm your account information View Ad Account Settings Set up your preferred payment method Payment Once you’ve created a Facebook Business Page ads manager will be ready automatically Have a Business Page Facebook offers great resources to help you get started with your first campaign Get Started Ads Manager
- 30. 1 2 3 4 5 Goal Budget Targeting Audience Timing Establish clear, measurable goals to keep your campaign guided Be realistic with your budget, and prioritize your efforts accordingly Maximize your dollars with detailed targeting parameters Reach the right audience by narrowing your targeting parameters and target markets Consider a brief paid flight while athletes and visitors are in market Paid Strategy
- 31. Budget and Timing Social Media Budget is a big parameter for your paid social media campaign. Whether you have $100 or $1,000, you can make your strategy work for you. If you only have a small amount to allocate, focus on the dates where individuals will be in Greater Zion, in this case during the IRONMAN event, and reach them while they are there. If you can allocate a little more, extend your timing to potentially retarget user who have visited your site while they are planning their trip.
- 32. Audience and Targeting Social Media To maximize budgets, focus on individuals that are currently in your location and/or geo-target specific areas Focus on an audience that has expressed interest in: • Outdoor and recreation topics • Foodies • Family travelers • Target IRONMAN groups
- 33. Messaging Social Media What strategic partnerships can you build with other local business? • Utilize those partnerships to make your budget go further by tagging businesses Align messaging for your business around the IRONMAN event Are there any deals that you can offer leading up to the IRONMAN event or after when the audience has extended their stay
- 34. Thank You!
- 35. Managing your Online Reviews Give travelers the confidence to book with you
- 36. About Tripadvisor Todd Skelton, Head of DMO Sales, Western US & Canada
- 37. Tripadvisor Tripadvisor is the world's largest travel guidance platform Global reach + recognition Align with 20+ years of trust that brings 463 million loyal and active users to Tripadvisor monthly across 190 countries. Driven by data Translate powerful proprietary first-party insights to connect with your passionate consumer. Trusted content Tap into people-powered planning and the expertise of our world-class editorial team in a brand safe environment. Proven success Leverage our best-in-class measurement products to prove success. 3 3 Tripadvisor
- 38. 400M Travelers guided every month 1B Contributions 190 Countries 28 Languages Source: Tripadvisor Internal Data, Jan 2022
- 39. Tripadvisor 5 We have more scale than you think Source:SimilarWeb, 2021
- 40. Nearly 8M listings across 190 countries 4.2M restaurants 2.3M accommodations 1.3M attractions Source: Tripadvisor Internal Data, Jan 2022 The only destination you need to plan your best trip
- 41. We sit at the intersection of people-powered travel guidance and the businesses that bring the travel experience to life. We are here A trusted voice in the conversation between travelers and experiences Business Consumer
- 42. Tripadvisor Eater The Infatuation Conde Nast Traveler Travel & Leisure Airbnb Expedia Kayak Yelp Pinterest Facebook Instagram Google Reviews 8 Tripadvisor is at the intersection of modern media
- 43. Tripadvisor 9 We reach consumers at every stage of the journey Source: Tripadvisor Personalization Study, 2019, 2019 Tripadvisor and Ipsos MORI Power of Reviews Study of consumers come to Tripadvisor at some point during their journey to read reviews Dreaming 70% won’t book without reading reviews first Planning 86% consumers say Tripadvisor makes them feel more confident in their booking decisions Booking 9/10 reviews per minute left on Tripadvisor Sharing 247 book attractions while on vacation Experiencing 57%
- 44. Tripadvisor Tripadvisor Traveler Sentiment Study, 6/19-6/28/20; 2,300 Respondents across US, UK, Japan, Italy, Australia, Singapore. As compared to Travel: Booking.com, Expedia, Airbnb, Yelp; Social Media: Facebook, Instagram, Twitter; Traditional media: TV, Newspaper and Radio 148 Booking.com 129 Facebook 112 Instagram 107 Expedia 89 Airbnb 66 Tv News Referenced for Travel Information INDEX 162 for consumers searching for travel information throughout the pandemic, ahead of other travel, media and social sites. 10
- 45. Tripadvisor Source: GWI; Q1’21 Global turn to us when looking for local options USERS FROM AROUND THE GLOBE 11 Things to Do Near Me Groupon Yelp Vacation Ideas Expedia 8% 7% 4% 31% 3% Share of Traffic for Keyword Phrase Restaurants Near Me Yelp Google Facebook Opentable 8% 6% 6% 19% Share of Traffic for Keyword Phrase 2%
- 47. Factors driving traveler engagement Number of photos Total number of reviews Management responses in the past year Number of reviews in the past year
- 49. Tripadvisor tools to help manage your online reputation Monitor review and performance activity Collect reviews and customer feedback Promote recognition and customer feedback Respond to and engage with customer feedback
- 50. 6 tips to keep top of mind Register and claim your listing Include a description of your business Add photos and videos Encourage reviews Get notified and track reviews Take advantage of management responses 1 2 3 4 5 6
- 51. Claim your Tripadvisor listing 1 www.tripadvisor.com/owners
- 52. www.tripadvisor.com/GetListedNew Claim your Tripadvisor listing, con’t.
- 53. Update your business description, add photos, and highlight amenities to attract traveler’s attention Generate more feedback with Reputation Pro, get real- time review notifications and save time responding to guests. Analyze how you’re engaging with travelers on Tripadvisor and how you measure up against competitors. Optimize your listing Manage your reviews Track your performance Access the Management Center Claiming your listing gives you access to the Management Center where you can:
- 54. Review and edit business details 2
- 55. Upload + manage photos 3 73% of Tripadvisor users use photos from other travelers to help them make a decision
- 56. Encourage guests to write reviews 4 Fresh reviews matter What are things like today at your property? Improvements matter How have you adapted to the current environment? Rankings matter What makes your property the best, safest option for potential guests?
- 57. New reviews help assure travelers. 23 Source: Tripadvisor Sentiment Research, Wave 3, May 2020. Source: Power of Reviews, by Tripadvisor, in partnership with Ipsos MORI 65% 86% Will not travel until they see physical changes that make them feel safer. Say that Tripadvisor reviews help them feel more confident in their decisions.
- 58. How to encourage guests to write reviews 24 Widgets Reputation Pro Reminder cards Stickers Downloadable assets
- 59. ● Lean on us to deliver automated review requests on your behalf. ● Collect more reviews across email, text*, and app. ● Customize the message and photos in your email templates to make them your own. ● Add private surveys to get more detailed feedback. *For eligible Property Management Systems Collect recent reviews with Reputation Pro
- 60. Promotional tools for business www.tripadvisor.com/GetListedNew
- 61. Respond to reviews 5 ● Get real-time review notifications so you can deal with issues as they arise and thank travelers for positive reviews. ● Choose when and how you’re notified so you can act quickly on guest feedback. ● Showcase your customer service to past and future guests by responding to new reviews faster.
- 62. Get notified and track reviews 6 ● See your reviews across Tripadvisor, Google, Facebook and the largest OTA's — all on the same page ● Use one centralized dashboard to respond to reviews. ● Save your review responses as templates for future use and personalize each one by automatically adding the traveler name. ● Manage reviews and responses at any time on any device type.
- 63. 65% of users are more likely to book a hotel which responds to traveler reviews 85% of users agree that a thoughtful owner response to a bad review improves their impression of a business
- 64. The anatomy of a good response Thank you for taking the time to share your experience and feedback on your recent stay with us. We are glad to hear you enjoyed our guest rooms, the fitness centre, and our complimentary BMW bikes for a ride around Stanley Park. We do, however, regret to hear we may have missed any opportunities to ensure your check in was smooth and seamless. I would welcome you to contact me directly at [email protected] should you wish to discuss your experience in further detail. We look forward to the opportunity to welcome you back to experience in further detail. We look forward to the opportunity to welcome you back to experience the high standard of service we have become known for. Sincerely, Philip M. Barnes General Manager Fairmont Pacific Rim & Regional Vice President, Pacific Northwest
- 65. Best practices for responding Sign up for review notification emails Respond promptly Say ‘thank you’ Be original Highlight positives Address any specific issues Be polite and professional Invite outreach by phone or email, if relevant 1 2 3 5 6 7 4 8
- 66. ● Use Tripadvisor’s industry-leading review insights — and take actionable steps to make guests love you even more. ● Discover what’s driving both positive and negative guest feedback. ● Prioritize crucial tasks that are automatically flagged on your dashboard. ● Guide data-driven decisions with reports featuring rich graphic visualizations. Monitor review activity and insights over time
- 68. www.tripadvisor.com/insights Research and white papers Best practices Tutorials On-demand webinars Insights
- 70. Log into the owner Management Center Click “Contact us” from the navigation Complete and submit the form Contact Us
- 71. More reviews. More visibility. More bookings.
- 73. Helpful Links ● To Claim Your Listing on Tripadvisor: www.tripadvisor.com/owners ● To Create a New Listing on Tripadvisor: www.tripadvisor.com/getlistednew ● Insights for Managing Your Tripadvisor Listing: www.tripadvisor.com/insights ● Listing Help Center: www.tripadvisorsupport.com ● Tripadvisor Digital Assets to Download https://brandfolder.com/ta_general ● Order Printed Tripadvisor Assets for your Business https://taus.go.customprintcenter.com/
- 74. Case Study
- 75. Tripadvisor Case Study: Lorenzo Hotel 41
- 76. Tripadvisor Case Study: Lorenzo Hotel 42
- 77. Tripadvisor Case Study: Lorenzo Hotel 43 The Situation: When location managing director, Al DeBerry was hired in 2020, the Lorenzo was ranked #63….
- 78. Tripadvisor Case Study: Lorenzo Hotel 44 The Situation: When location managing director, Al DeBerry was hired in 2020, the Lorenzo was ranked #63…. ….of 232 hotels in Dallas...
- 79. Tripadvisor Case Study: Lorenzo Hotel 45 The Situation: When location managing director, Al DeBerry was hired in 2020, the Lorenzo was ranked #63…. ….of 232 hotels in Dallas... ...and Al’s first day on the job was March 17, 2020.
- 80. Tripadvisor Case Study: Lorenzo Hotel 46 The Plan: At the end of 2020, the Lorenzo was at #55. The Lorenzo Hotel made focusing on their rankings on customer-facing platforms a top 2021 priority.
- 81. Tripadvisor Case Study: Lorenzo Hotel 47 The Plan: Al and his team shifted their focus to Tripadvisor as their primary gauge of whether they were doing a good job for their guests.
- 82. Tripadvisor Case Study: Lorenzo Hotel 48 The Execution: Set goals for 2021 to lift their #55 ranking to specific levels of improvement - #50, #40, etc until they got to #23, which would land them in the top 10% of hotels in Dallas.
- 83. Tripadvisor Case Study: Lorenzo Hotel 49 The Execution: Set goals for 2021 to lift their #55 ranking to specific levels of improvement - #50, #40, etc until they got to #23, which would land them in the top 10% of hotels in Dallas. It goes without saying the ultimate goal is #1.
- 84. Tripadvisor Case Study: Lorenzo Hotel 50 The Execution: Team buy-in. The staff was inspired to deliver a great experience for guests, and as their ranking rose, the momentum built.
- 85. Tripadvisor Case Study: Lorenzo Hotel 51 The Execution: Business Cards with a QR code for their Tripadvisor listing. This made it easier for guests to submit reviews. And, it was a great ‘ask’.
- 86. Tripadvisor Case Study: Lorenzo Hotel 52 The Execution: Quick Response to Reviews - all reviews are responded to within 24 hours.
- 87. Tripadvisor Case Study: Lorenzo Hotel 53 The Execution: Monitoring Reviews and Feedback constantly - department heads were tasked with checking this to get ahead of any potentially bad experiences.
- 88. Tripadvisor Case Study: Lorenzo Hotel 54 The Result: The Lorenzo Hotel’s ranking started to soar from #55 to #50.
- 89. Tripadvisor Case Study: Lorenzo Hotel 55 The Result: The Lorenzo Hotel’s ranking started to soar from #55 to #50. To #40
- 90. Tripadvisor Case Study: Lorenzo Hotel 56 The Result: The Lorenzo Hotel’s ranking started to soar from #55 to #50. To #40 To #30
- 91. Tripadvisor Case Study: Lorenzo Hotel 57 The Result: The Lorenzo Hotel’s ranking started to soar from #55 to #50. To #40 To #30 To #23
- 92. Tripadvisor Case Study: Lorenzo Hotel 58 The Result: By December 2021, the Lorenzo Hotel made it to #1. ● Up 55 spots in 11 months ● Up 63 spots since the beginning of the pandemic.
- 93. Tripadvisor Case Study: Lorenzo Hotel 59 Takeaways: ● Increasing your ranking is possible in any circumstances with the right amount of goal setting and teamwork. ● Set tangible goals, but aim high. ● Inspire your team with your vision. ● There is no large budget, hack, or algorithm behind increasing your ranking - in Al’s words, the recipe to their secret is simple:
- 94. Tripadvisor Case Study: Lorenzo Hotel 60 “Be Friendly & Just Care!”
- 95. 1 Greater Zion March Marketing Series
- 96. 2 Keys to Our Success • Partnerships • Create relationships with your competition • Hire experts (easier said than done) • Training • Offer services that cater to the crowd • Take care of your team members
- 97. 3 Ways to engage our guests • Engage our front desk team members • Referral cards • Social media influencer opportunities • Hotel guest discounts • Show support for the event, banners, welcome signs, etc. • Don’t forget about the all of those that come to support friends and family members. These events bring in crowds that could come back again and again. • Have event information to give guests when they are at your hotel or business. • KNOW THE EVENT SCHEDULE
- 98. 4 ©2021 Wittwer co. All Rights Reserved
- 100. IRONMAN MARKETING CAMPAIGN BRONZE PACKAGE _______________________________________________ • 20 Live DJ Announcements spread over 10 days • 20 (:30 sec) commercials over 2 stations — 40 total (Choose 2: Planet, Hawk, or Sunny) • 1 Facebook Business Spotlight (posted once to 8 radio stations during the 10 day campaign) REACHES 120,000 LISTENERS • 10,000 Display Ad impressions on St. George News • 1 Nightly News Coupon on St. George News $500 Investment ($900 value) SILVER PACKAGE ________________________________________________ • 50 Live DJ Announcements spread over 10 days • 50 (:30 sec) commercials over 2 stations — 100 total (Choose 2: Planet, Hawk, or Sunny) • 1 Facebook Business Spotlight (posted once to 8 radio stations during the 10 day campaign) REACHES 120,000 LISTENERS • 20,000 Display Ad impressions on St. George News • 1 Nightly News Coupon on St. George News • St. George News Instagram Post — Business Spotlight • Family 4 pack to 99.9 KONY Country 4th of July Celebration ft. Dustin Lynch live in concert and Tribute to America $1,000 Investment ($2,200 value) GOLD PACKAGE _________________________________________________ • 60 Live DJ Announcements spread over 10 days • 60 (:30 sec) commercials over 3 stations (Planet, Hawk, & Sunny) — 180 total • 1 Facebook Business Spotlight (posted once to 8 radio stations during the 10 day campaign) REACHES 120,000 LISTENERS • 20,000 Targeted Ad impressions • 20,000 Display Ad impressions on St. George News • St. George News Instagram Post — Business Spotlight • Family 6 pack to 99.9 KONY Country 4th of July Celebration ft. Dustin Lynch live in concert and Tribute to America $1,500 Investment ($2,800 value) 10 DAY CAMPAIGNS TO RUN NOW — MAY 7, 2022 20 PACKAGES AVAILABLE SIGNATURE DATE START DATE END DATE