During this webcast, Brock Marion, Client Services Director at iProspect, will discuss how a leading hospitality brand was able to reach travelers online and more efficiently turn searches into bookings.

1. How Hospitality Brands Can Drive Demand
With Cross Channel Implementation
According to a November 2011 global survey released by Frommer’s Unlimited,
social media, content, mobile & apps, and natural SEO will be the top four areas
of focus for travel organizations — with 83 percent of those surveyed indicating
they were planning to increase overall digital marketing spend in 2012.
During this webcast, Brock Marion, Client Services Director at iProspect, will
discuss how a leading hospitality brand was able to reach travelers online and
more efficiently turn searches into bookings.
Specifically, Brock will provide insights on how:
> Consumers navigate in the online travel space
> Hospitality brands are expanding reach through geo and channel expansion
> The increasing mobile and social presence is impacting the online travel
industry
> Digital marketers can streamline processes for campaign results

2. AMA Webcast:
How Hospitality Brands Can Drive
Demand With Cross Channel
Implementation
Presenters:
Brock Marion, Client Services Director, iProspect
Moderator:
Alli Libb, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio
Participants (US & Canada, Toll Free): 800.945.9434
International Participants: +1 212.231.2907

3. The Evolution of Email:
Essentials for Campaign
Success
May 24, 2012
A Full Day Online Forum
Learn more at marketingpower.com/EMAILVX

4. Housekeeping Items
Recording and Slides
Attendees will be provided with a recording of today’s presentation and a
PDF of the slide deck
Twitter
Please reference hash tag: #AMAAquent, when tweeting about this
webinar

6. Today’s Presenter
Brock Marion
•Over 13 years hands-on experience in digital
marketing
•Oversees multiple brand teams managing holistic
performance marketing programs for industry
leading consumer apparel, footwear and travel
retailers
•Helped to found, build and grow the first pay-per-
click online advertising network

7. Driving digital demand
with cross channel
integration
iProspect & Motel 6
May 16, 2012
Copyright © 2011, iProspect, Inc. All rights reserved.

8. Brock Marion
With over 13 years hands-on experience in digital marketing,
Brock Marion brings to iProspect knowledge leadership in digital
advertising and branding, search marketing, ecommerce, user
experience design and conversion optimization.
In his current role as Client Services Director, Brock oversees
multiple brand teams managing holistic performance marketing
programs for industry leading consumer apparel, footwear and
travel retailers that integrate search, SEO, performance display,
social media and mobile channels to consistently drive revenue
growth and new customer acquisition.
Brock helped to found, build and grow the first pay-per-click
online advertising network and recognized early the emerging
importance of paid and organic search marketing, founding his
own search marketing practice in early 2001.
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved. 8

9. agenda
• Intros
• Executive Overview
 iProspect Channel Offerings
• Trends in Travel
• Channel Overview
 Paid Search
 Search Engine Optimization
 Performance Display Media
 Local
 Mobile
 Social Media
• 6 Key Takeaways
• Questions
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved. 9

10. About Motel 6
“Clean, comfortable rooms at the lowest price of any national chain.”
Motel 6, the most-recognized highway oasis for road-tripping
adventurers, celebrates a 50-year legacy in 2012.
Founded in Santa Barbara, California in 1962 by two genuine American
entrepreneurs, the first location’s clean rooms and unbeatable nightly
rates were a hit with budget-conscious travelers.
Decades later, Carrollton, Texas-based Motel 6 has welcomed millions of
travelers over the years to its 1,100 company-owned and franchised
locations, or more than 106,000 hotel rooms, still at the lowest price
of any national chain.
At Motel 6, we leave the light on for you.
D igital P e rform an ce on a G lo b al S cale .

11. About Iprospect
Digital Performance on a Global Scale
iProspect is a global digital performance agency that provides some of the world’s
most sought-after brands with digital marketing strategies that maximize ROI
through social, mobile, SEO, paid search, display, shopping feed management,
attribution modeling and management and other related services.
Clients include Fortune 500 companies and leaders across multiple industries,
including Neiman Marcus, Gilt Groupe, Mandarin Oriental Hotel Group, Glaxo
Smith Kline, and Reliant Energy, among others.
D igital P e rform an ce on a G lo b al S cale .

12. Executive overview
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13. Iprospect core channel offerings
Seamless integration of digital programs ensures consistent customer experience
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14. Motel 6 :: Digital channel overview
Search and SEO Built the Foundation for Additional Channels
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15. Trends in Travel
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16. How users navigate the online travel space
Core digital channels used by consumers to shop and book travel include:
– Search, Paid & SEO, Desktop & Mobile
– Online Travel Agents (OTA’s) like Expedia and Orbitz
– Travel Review Sites like TripAdvisor and Booking.com
Supporting Channels:
– Performance Display
– Local
– Social
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

17. Why Omnichannel matters
Digital features multiple channels and touchpoints.
The digital consumer purchase path is anything but linear.
You must have a strong presence in every digital channel.
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

18. The internet is the #1 source for planning travel
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Copyright © 2011, iProspect, Inc. All rights reserved.

19. Online travel agents continue to be important
While the number of unique visitors to OTAs decreased YoY, booking
revenues increased and will continue to do so through 2015
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

20. The internet taps into the social nature of travel
Ratings and reviews are an important part of the travel planning and
purchase process
Source: Google Think Travel 2011 Study
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

21. Mobile is a growing channel
The #1 use of mobile devices for travel information is research
• Mobile usage for travel planning increased 50% and 28% YoY for personal and business
travelers, respectively
• Travel app downloads increased 19% and 13% YoY for personal and business travelers,
respectively
• While more travelers plan to use mobile devices, many advertisers aren’t planning
mobile programs
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved. Source: Google Think Travel 2011 Study

22. Value is a key influencer in travel based decisions
• 59% of personal travelers and 56% of business travelers plan to spend
more time researching before booking travel to find the best deal
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

23. Paid search
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24. Search
Paid search Overview
Increase SOV, drive new customer acquisition and capture additional demand
Brand Search
Ensure full brand coverage to reach loyalists and discourage competition
Nonbrand Search
Reach users in research phase who may be unfamiliar or have not considered
Motel 6 previously to continue to drive new customer acquisition
Geo Targeted Search
Build upon current successes, seeking pockets of additional opportunity
Mobile Search
Capture rising mobile demand at point of decision
International Search
Finding and capturing unmet demand from international users seeking US travel
accommodations
D igital P e rform an ce on a G lo b al S cale .

25. Search
Paid search :: Geo targeted campaigns
Surgical Geo Expansion to Capture Unmet Demand Seen in Data
?
?
D igital P e rform an ce on a G lo b al S cale .

26. Search
Paid Search :: Mobile
Reaching travelers at the point of decision
Mobile Coverage Benefits
– Mobile devices more accurately detect user location
– Google Places feed provides the phone number of the closest location to users
– Provides multiple booking options for convenience
CPC’s are consistently lower than desktop
D igital P e rform an ce on a G lo b al S cale .

27. Search
Paid Search :: International
Leveraging Facebook Insights Data to Find Additional Opportunity
Capturing additional demand from European travelers seeking US travel
accommodations.
New campaign structure launched
mimicking that of US campaign structure
• Additional keyword coverage
• Improved budget control
D igital P e rform an ce on a G lo b al S cale .

28. Search
Launch Segmented tablet-specific campaigns
Separate Tablet Campaigns from Desktop into Two Distinct Groups
Achieve greater relevance in ad copy to drive improved quality score & CTR
2 Groups:
o iPad-Specific
o Other Tablets
Motel 6™ Official Site
Visit Motel6.com on Your iPad to
Get Our Best Rates. Guaranteed!
www.motel.com/iPad
D igital P e rform an ce on a G lo b al S cale .

29. Search
Increasing scale and efficiency
All Search Programs Transitioned Onto Leading Campaign Management Platform
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30. Performance display media
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31. Display
Performance display :: Creative Matters
Creative Best Practices Are Base Recipe for Sustainable Success
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32. Display
Ongoing creative iteration
Performance Display Best Practices Tested & Measured
iProspect Creative Best Practices:
• Strong Call to Action
• Compelling Lead Rate to Overcome
Competitor Offers
• Brand-Centric Image
• Large Logo Aids in Brand Recall
• Leverage top performing PPC ad copy
learnings
Result: Click thru rate over 60% higher than travel vertical average
D igital P e rform an ce on a G lo b al S cale .

33. Display
Current Performance display Programs
Feeding the Funnel to Drive New Customer Acquisition & Bookings
Behavioral Placements
 Use predictive targeting and lookalike models to find potential customers
 Increase brand awareness and drive customer acquisition
Retargeting Placements
 Target brand-aware customers
 Close the sales loop and keep Motel 6 top of mind
International Testing
 Expand international presence
 Testing in select countries based on data
D igital P e rform an ce on a G lo b al S cale .

34. Display
Richer display media creative
Moving Beyond Standard Banners to Increase Brand Awareness & CTR
Why Richer Creative?
 Users don’t go online to look at ads—creative must interrupt users consuming
other content.
 Engaging, rich creative grabs the users attention, generates stronger brand
recall, brand favorability, CTR and conversion than standard display media
creative.
Opportunities
 Leverage modern and stylish beauty shots to engage younger demos.
 Define, Target and Test discreet segments
 Test rich elements like location mapping and in-unit booking
Goal
 Increase in average CTR and incremental bookings
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

35. Display
Search retargeting
Leveraging Search to Retarget Shoppers with Display Units
Use existing search campaigns to reach more searchers through online
performance display advertising.
– Target competitor terms or brands without bidding up click costs or starting a range war.
– Extend search efforts off the search results page to reaches consumers when they are
not actively searching via performance display media.
D igital P e rform an ce on a G lo b al S cale .

36. Search engine optimization
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37. SEO
Q1 SEO Performance
As SERPS evolve, Omnichannel becomes ever more important for SOV
Hotel
Price
Ads
Paid
Search
Places &
Local
Organic
Results
D igital P e rform an ce on a G lo b al S cale .

38. SEO
Schema tag optimization
Top 5 local ranking factor
Schema.org micro format tags
– schema.org is a collaboration by Google, Microsoft, and Yahoo! to improve the web by
creating a structured data markup schema supported by major search engines.
– Microformat tags are structured data used on web pages to describe a specific type of
information—for example, a Motel 6 property location.
– Leverages existing address information; requires site development
D igital P e rform an ce on a G lo b al S cale .

39. SEO
Grow Social Presence on Site Social
Integrate Facebook, Twitter and Google+ Social Sharing Into On-Site Content
Increase tweets and
‘likes’ of Motel 6 to grow
the social brand profile.
Create an active presence on
Google+ as it continues to have a
growing role in organic search.
• Establish Google+ Your Brand as the
official brand page
• Benefits: Greater share of voice on
natural results search page and
increased social presence.
D igital P e rform an ce on a G lo b al S cale .

40. local
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41. Local
Local Premier
Launched in July to maximize Local revenue
Local Premier is a Proprietary
iProspect Offering
– Ensure Accuracy & Visibility of Local Listings
– Drive more visibility for Local searches
– Fix property listing errors
– Track Local ratings and reviews
As Maps and Places listings continue
to garner a larger SOV on SERP’s, relevant
local results become more critical for success.
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42. mobile
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43. Mobile
Motel 6 Early in Mobile
Mobile has been a core focus for the brand
Motel 6 made strong early investment in mobile and has:
• A Mobile Optimized Site
• An iPhone App
• An Android App Recent industry research tells us
that only 21 % of all ecommerce
enabled sites currently have a
mobile optimized site experience.
D igital P e rform an ce on a G lo b al S cale .

44. Mobile
Current Google Beta Test
Bid by Distance Radius Testing Beta
Automated bidding solution to increase visibility with nearby customers
– Bid multiplier within a geofenced radius
based on property location
– Expected to increase conversion rate and
allow for additional nonbrand coverage
Tighter radius led to stronger CTR and lower CPCs; it also led to a significantly
lower conversion rate due to walk in bookings.
D igital P e rform an ce on a G lo b al S cale .

45. Social media
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46. Social
overarching social media strategy
Listen
The first step of our strategy is to begin listening to conversations about Motel 6, both
positive and negative to aggregate and distil all content related to Motel 6 in all major
social channels, including blog and travel review site content.
Understand
After our listening program is in place and we are able to gather and report on all social
stream and review content, we can begin to understand overarching customer
sentiment, uncovering key actionable items that can help drive the business forward.
Participate
Once we fully understand the context and aggregate sentiment of the vocal Motel 6
customer, we can begin to add value to the conversation, participating where
appropriate to increase positive brand sentiment, drive bookings and quickly address
customer questions and concerns.
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

47. Social
Facebook initiatives
Focus on engagement and brand awareness
Utilize Facebook’s custom targeting options to promote unique
benefits to highly relevant audience segments
– iPhone Users, Active Seniors, Parents, etc.
D igital P e rform an ce on a G lo b al S cale .

48. Social
twitter
Twitter strategy should involve both monitoring and action
Use Twitter to promote brand awareness and drive bookings
– Leverage as a core customer service channel
– Proactively reach out to brand loyalists by offering special promotions
– Build a content strategy since Twitter feeds now rank in organic search results
– Implement geo-targeted tweets for events & specials at select locations
D igital P e rform an ce on a G lo b al S cale .

49. Social
YouTube Initiatives
Testing Additional Sources of Traffic
YouTube Brand Channel
Contextually targeted paid
search ads and video overlay ad
units
Primary Goals:
– Brand reputation management
– Drive traffic to the brand page
D igital P e rform an ce on a G lo b al S cale .

50. 6 Key Takeaways
2. Invest in each channel to
capture maximum demand
3. Leverage learnings across
each channel to drive
improved performance
4. Align messaging and offers
across channels for a
consistent user experience
5. Seek incremental
opportunities in your data
6. Always be testing
7. Measure everything
D igital P e rform an ce on a G lo b al S cale .
Copyright © 2011, iProspect, Inc. All rights reserved.

51. c om r:
ct. tte
s pe Twi
i pro on ct
Questions? w. us
w w
w lo o s pe
Brock Marion l
Fo @ iPr
Client Services Director
iProspect Fort Worth
817-665-1961
brock.marion@iprospect.com
D igital P e rform an ce on a G lo b al S cale .

52. Questions and Answers
How to Submit Questions
• Submit questions using the chat box located on the left-hand side of
your screen.
• Submit questions via Twitter by referencing the hash tag #AMAquent
Additional Questions?
Contact our speaker at: brock.marion@iprospect.com
General AMA Questions can be sent to: alibb@ama.org

53. Thank You for your Participation!
Additional Questions?
Contact Brock at: brock.marion@iprospect.com
General AMA Questions can be sent to: alibb@ama.org
Recording and slides
A presentation recording and slide deck will be sent to you
Twitter
Please reference hash tag: #AMAquent, when tweeting about this webinar
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