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New market International
1.
On-line Group Sales
Channel Optimisation Duncan Osborn – 14th September 2010 1 | ©2010 by Newmarket International
2.
Session Agenda
Evaluate Website Content Diagrams WebView Reach Content 3rd Party Listings Capture Website RFP Form Social Media / SEO RFP Integration 2 | ©2010 by Newmarket International
3.
Evaluate Your Current Internet
Presence 3 | ©2010 by Newmarket International
4.
Evaluate Your Website
Does your website » Content encourage group business? » Meetings and events » Request for proposal » Promotions » Availability and rates 4 | ©2010 by Newmarket International
5.
Evaluate Online Lead
Channels Presence » Lead channel subscriptions? » Lead conversion? » Opportunities? » Listings accurate? » Up to date? » Are enhanced listings available? 5 | ©2010 by Newmarket International
6.
Evaluate Your Social
Media Strategy 6 | ©2010 by Newmarket International
7.
Evaluate Your Competitive
Set Topic Your Property Competitor 1 Competitor 2 Can I get to group business or meeting No, 2 clicks Yes No, 3 clicks and events within one click? Are there special promotions or meeting Yes No Yes packages? How long did it take to submit the RFP? 8 minutes, required 4 minutes, no 10 minutes, login, complex form login, 5 step form required login, Are there social media links? No Yes, Facebook Yes, Facebook, and Twitter Twitter, Digg Is there a specific wedding area to the Yes Yes Yes website? Can I book group business online? No Yes No Photos of function space, events, Yes, 4 in slideshow, Yes, 10+ of each Yes, 25, F&B, common areas, and guestrooms? ballroom only room, 250+ total boardroom, ballroom Google Search – “City + hotel” results Page 9 Page 1 Page 2 7 | ©2010 by Newmarket International
8.
The Short List 8
| ©2010 by Newmarket International 8
9.
Website Content for Group
Business 9 | ©2010 by Newmarket International
10.
Meeting Planner Experience
» Simple Navigation » Actionable Content » Description of Services » Meeting planning tools » Banquet Menus » Interactive Display of Function Space » Rich Images » 3D tours » RFP 10 | ©2010 by Newmarket International
11.
Meeting Space Specific
Images 11 | ©2010 by Newmarket International
12.
Interactive Display of
Function Space » Graphical images provide an online experience » Consumers expect it from your website » Conduct a Virtual site inspection » Will assist in event planning » Send RFP while looking » Search meeting space » Localized content » Property map 12 | ©2010 by Newmarket International
13.
Diagrams WebView
» 3D maps and buildings » Graphical setup display » Interactive capacity charts » Flexible branded design » Client collaboration tools » Social media campaigns » Integrated RFP » Website analytics 13 | ©2010 by Newmarket International
14.
Interactive Floor Plan 14
| ©2010 by Newmarket International
15.
Integrated RFP 15 |
©2010 by Newmarket International 15
16.
Interactive Capacity Chart/Search 16
| ©2010 by Newmarket International
17.
Localized Content 17 |
©2010 by Newmarket International
18.
3D Room Setup 18
| ©2010 by Newmarket International
19.
WebView Demonstrations
» Casino » Interactive capacity chart » Downtown property » Localized content » Pre-opening property » Resort with 3D setups » Corporate branded » 3D meeting room tours 19 | ©2010 by Newmarket International
20.
Capture Group Business 20
| ©2010 by Newmarket International
21.
Finding Your RFP
“…50% of web sales are lost because visitors cannot easily find products, content, or services they’re looking for on websites.” 21 | ©2010 by Newmarket International
22.
Audience Specific RFPs 22
| ©2010 by Newmarket International
23.
RFP: Capture and
Convert More Business 23 | ©2010 by Newmarket International
24.
RFP Redesign Results
600 1,105 RFPs in Corporate Website RFPs March 2010 500 400 300 2008 2009 200 100 0 September October November December 24 | ©2010 by Newmarket International
25.
Extending Your Reach 25
| ©2010 by Newmarket International
26.
Top Online Lead
Channels 26 | ©2010 by Newmarket International
27.
Enhanced Listings 27 |
©2010 by Newmarket International
28.
Optimization Program 28 |
©2010 by Newmarket International
29.
Group Website Optimization
Program » Evaluation of current use of existing website against captured best practices » Assessment of capability versus comp set (3 competitors) » Recommendation for improving website functionality: • Virtual site inspections • Enhanced 3rd party listings • Enhanced search engine rankings • Social media strategy • Quality RFP design • On-line booking 29 | ©2010 by Newmarket International
30.
Thank You 30 |
©2010 by Newmarket International
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