ShareLightning Round Session presentation by Jayna Leach, Vice President of Marketing, Visit Panama City Beach, and an “HSMAI Top 25 Extraordinary Mind” for 2019, at HSMAI’s Marketing Strategy Conference 2020.
Insights Type: Presentations
Influencing the Customer Journey on TripAdvisor
Artificial Intelligence and Machine Learning for Business Leaders
Invisible Influence: The Hidden Forces that Shape Behavior
The Futures of Advertising, Digital Marketing, and PR
HSMAI’s Adrian Awards have always celebrated the state of the art — the cutting edge of the now — in hospitality advertising, digital marketing, and public relations. But this year’s program pushed beyond the now with the Adrian Awards Futures Stage. Located in the center of the room at the Adrian Awards Dinner Reception and Gala in New York City on Jan. 21, the Future Stage offered three forward-thinking presentations from industry thought leaders:
ADVERTISING: ‘Influence Is Power’
Brian Hall, Chief Marketing Officer, Explore St. Louis (Best of Show winner for Advertising in the 2018 Adrian Awards)
DIGITAL MARKETING: ‘Stand-Alone Marketing Is Dead’
Jeff Doane, Senior Vice President of Sales and Marketing – North and Central America, Accor (Best of Show winner for Digital Marketing in the 2018 Adrian Awards)
PUBLIC RELATIONS: ‘New Is Not Enough’
Melanie Brandman, Founder and CEO, The Brandman Agency (recipient of HSMAI’s 2016 Winthrop W. Grice Award for Public Relations)
Data & Analytics for Sales Leaders: Understanding Data
Dr. Kelly McGuire, Principal, McRevenue, LLC, discusses data and analytics at HSMAI’s Sales Leader Forum 2019. Here is the fourth of four key takeaways:
4. Understanding your data. “The biggest takeaway I want all of you to get from this is to really understand your data and be careful how you use it.” McGuire said. “Just shoving your data into an algorithm is not going to necessarily get you the results you expect.” As sales leaders, she said, it’s your responsibility to understand the data, potential biases, and key metrics to interpret the output and make your business better.
Learn more with the other 3 takeaways:
Marketing in a Zero-Click World
The Lightning Round is a signature program at HSMAI’s Marketing Strategy Conference — giving six marketing executives just six minutes and 40 seconds each to share a best practice, strategic insight, or big idea. At the 2020 Marketing Strategy Conference on Jan 22, Tammie Carlisle, head of hospitality at Milestone Inc., focused on making sure your hotel website appears in search results in a Lightning Round presentation called “Marketing in a Zero-Click World.”
KEY TAKEAWAY: As Google is becoming more advanced, around half of all searches result in zero-clicks — in which the search engine finds and displays the answer without linking to a website. Hotels want Google to display the answer from their site, as opposed to OTAs’ sites, even if it doesn’t result in any clicks. Carlisle recommended providing detailed answers to common questions on your website and focusing on voice search results. “Structure data in a way to make it easier for the search engines to read,” Carlisle said.
The Convergence of Sales With Marketing, Revenue Optimization, Distribution, and Operations: Part 1 — Collaboration
Everyone has a story about working with others. Holly Zoba, CHDM, principal at Influencer Sales, shared one of her most memorable experiences collaborating with other disciplines in the hospitality industry with attendees at HSMAI’s Sales Leader Forum 2019.
Back in the 1990s, when she was running sales and marketing for 15 Washington D.C. area hotels, Zoba worked with AOL to write up tourist information about Washington to put online. In return, AOL created a system that allowed Zoba’s team to chat live with customers who had questions about the city. Zoba’s team brought in $400,000 in additional revenue by recommending their own hotels to tourists. “It was a huge lesson to me, how partnering with other people can be really, really profitable,” Zoba said, “and I happily never forgot that.”
Save the Date: 2020 HSMAI Sales Leader Forum and Awards Dinner: October 27-28, Westin Stonebriar, Frisco, TX
Data & Analytics for Sales Leaders: Tips for Success
At HSMAI’s Sales Leader Forum on Nov. 5–6, Dr. Kelly McGuire, principal with McRevenue LLC, presented a breakout session on “Data and Analytics for Sales Leaders.” Here is the third of four key takeaways:
In order to get into the groove of data-driven, fact-based decisions, McGuire recommends asking for proof in order to have stronger, more accurate data. “Get it built into your culture,” she said.
Second, all data is filthy. Data cleanliness initiatives take a long time, McGuire said, but you can’t wait until the data is perfect or you’ll be waiting forever. Third, get used to using visualizations beyond spreadsheets to more clearly illustrate data, especially when sharing with others.
Data & Analytics for Sales Leaders: Data Scientists
At HSMAI’s Sales Leader Forum on Nov. 5–6, Dr. Kelly McGuire, principal with McRevenue LLC, presented a breakout session on “Data and Analytics for Sales Leaders.” Here is the first of four key takeaways:
- What are data scientists? Data scientists have three interlocking skill sets, McGuire said. They fully understand advanced algorithms and statistics knowledge, have coding and hacking skills, and have business expertise to translate business problems into math and produce useful results. “This is an extremely valuable yet incredibly unique skill set,” she said.
However, McGuire continued, not every problem needs a data scientist. There are other analysts out there who can help wrangle your data without having to wait to hire a data scientist or pay a data scientist’s salary.
