Webinar: Increase Your Online Visibility Now

3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210

Increase your Online Visibility Now!

Josh WiseVP Business Development

www.rezstream.com

| About RezStream

www.rezstream.com


• Established in 2005• Located in Denver, Colorado• 22 Employees

WHO WE ARE

• Software and Internet Services • Independent properties• 100 Rooms or less

WHAT WE DO

• Built on a solid foundation• Hire passionate professionals• Education

WHY WE DO IT

|About Me www.rezstream.com


• Born and raised in Denver• Sports enthusiast • 6 Years at RezStream• Oversee Sales, Marketing, and

Support• How bout them apples!Email:

[email protected]

Phone:303-872-4063

TABLE OFCONTENTS

www.rezstream.com


01What is Internet

Marketing

02Key

Components

03Budget -Friendly Offering

04

01 |What is Internet Marketingwww.rezstream.co

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DefinitionOnline advertising, also called online marketing or Internet marketing, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

http://en.wikipedia.org/wiki/Promotion_(marketing)


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Josh’s Definition

Internet Marketing is the act of increasing online visibility within the search engines focused on driving quality traffic to your website with the intent to make a purchase decision.


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What is a Search Engine?

A program that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular sites on the World Wide Web.


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Who’s the 800lb Gorilla?

Source: www.ebizmba.com


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Internet Marketing Stats

• In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television.

• In 2012, Internet advertising revenues in the United States totaled $36.57 billion

• U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period in 2012.


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2013 Property Segment StatsB+B’s• 17,000 in the US• Occupancy Rate:

43.7%• Average Daily Rate

$150Hotels• 52,000 in the US• Occupancy Rate:

62.2%• Average Daily Rate:

$110Sources: PAII + AHLA

www.rezstream.com


Poll Question #1


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We all need it!Sustain Business:• Repeat Guests

– Promotions– Email marketing– Direct mailers

Grow Business:• FIND NEW GUESTS!

– Word of mouth– OTAs– Blogs– Social Media– Directories

www.rezstream.com


Poll Question #2


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OTA GameDirect OTAs• 15-25%• Manually entering

reservationsGDS Provider• 10% + flat or monthly

fees• Reservations are

automatedDirect Bookings are KING• Come more frequently• Aren’t competing with

all your competition• Cost a fraction of what

you pay to OTAs/GDS


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What looks better?

02 |Key Componentswww.rezstream.co

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Key Components of Internet Marketing

Search Engine Optimization (SEO)• How search engines see your website pages and rank you organically

Pay-Per-Click• Used to obtain additional visibility on search engines• Be visible for terms you aren’t ranking for

Social Networks• Facebook, Google+, Twitter, Pinterest, Etc.

Content Marketing• Relevant content for your target audience

Email Marketing• Sustain business through people that know you

Mobile, Local, Display, Etc.• All relevant methods of a successful online campaign

Best Way to do it?• Include all components• Done by professionals

Problem:• Takes lots of time

• 30% communication• 15% admin• 55% execution

• Expensive ($1000 - $3000/month)

Solution:• Modified version

www.rezstream.com


Poll Question #3

03 |Budget- Friendly Offeringwww.rezstream.co

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Starter Marketing Plan

Search Engine Optimization (SEO)• Keyword research• Review competition• 1 page of SEO per

month

Email Marketing• Build a custom email

template• Help edit your content• Utilize professional tool

to send and track results

• Send 1 email blast per month*

Social Networks• Facebook + Google+• Monthly content strategy• 2-3 posts per week per

network

Tracking, Reporting + Communication• Google Analytics

– Revenue tracking (BE specific)

• Monthly reporting• Bi-Annual Review• Email communication

03 |Budget-Friendly Offeringwww.rezstream.co

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Sounds good but how much?$400/month

B+B’s• Occupancy Rate: 43.7%• Average Daily Rate $150• 15 Rooms

– 450 monthly room nights– 43% Occupancy = 193 booked

nights/month– 193 x $150 = $28,950/monthly

revenue– $28,950 x 12 = $347,400 annual

revenue

Hotels• Occupancy Rate: 62.2%• Average Daily Rate $110• 25 Rooms

– 750 monthly room nights– 62% Occupancy = 465 booked

nights/month– 465 x $110 = $51,150/monthly

revenue– $51,150 x 12 = $613,800 annual

revenue

5% Growth in Occupancy: B+B• 48% Occupancy• 216 booked nights/month• $32,400 monthly revenue• $388,800 annual revenue• UP: $41,400 annually• Annual Cost: $4,800

5% Growth in Occupancy: Hotel• 67% Occupancy• 502 booked nights/month• $55,220 monthly revenue• $662,640 annual revenue• UP: $48,840 annually• Annual Cost: $4,800

03 |Budget-Friendly Offeringwww.rezstream.co

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RecapGoogle = 800lb Gorilla• 1 Billion unique visitors/month• Let’s use this to our advantage with SEOBusiness Growth• Sustain = Repeat Guests (Email Marketing)• Grow = New Guests (SEO/Social)• We all need it!OTAs/GDS Can’t be our primary focus for new business• Direct bookings are kingRight way = Do all marketing components• This is costly• Something is better than nothing• We all have to start somewhere• Let’s take our profits and re-invest to maximize our return

Thank you!Contact me: [email protected] the latest and greatest: rezstream.com/blogStay smart: rezstream.com/webinars

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