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Marcus hotels : Storytelling day 2 session 1

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Loren Gray, CHDM
Loren Gray, CHDM

This document discusses the importance of storytelling for hotels. It identifies problems such as not understanding guests, lack of differentiation, failure to communicate, and not having a profitable business model. It stresses defining the guest journey from acquisition to post-stay. Various calendars are recommended to collaborate across departments and share marketing strategy. Timing content is as important as the content itself. Storytelling should be an ongoing process of measuring, adapting and adding to the overall story to keep guests engaged over time.

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1 of 33
Sales  Revenue  Marketing
Storytelling, What the … Sales  Revenue  Marketing 2 @LorenGray
Once upon a time…..yeah really It’s 8 am, first session, on the second day, lets get in the story telling mood In the beginning, what are we trying to do The plot thickens and the story develops, Sales  Revenue  Marketing What is the never-ending story
So let’s get into the storytelling mood… Sales  Revenue  Marketing
Sales  Revenue  Marketing What is the connection between Social SEO & Content?
Sales  Revenue  Marketing
Let’s Start From The Beginning…. Sales  Revenue  Marketing What are we trying to do
Problem #1 Sales  Revenue  Marketing We’re not really in touch with our guests….
Not… Understanding their needs Knowing what they want Knowing what they desire Sales  Revenue  Marketing Knowing there true motivations
Problem #2 Sales  Revenue  Marketing No differentiation in the Marketplace
No distinction creates… What you see in the OTA’s Same pool, same beds, even the same rates No control over your hotels presentation, its story Sales  Revenue  Marketing Makes you a commodity, or at least seen as such
Exersize Sales  Revenue  Marketing Who want’s to YALP!
Problem #3 Sales  Revenue  Marketing Failure to communicate
Clarity, No clear message, no clear value for a guest No clear message to your team, no clear guest Who’s responsible, no clear expectation Sales  Revenue  Marketing Doing nothing is still a decision
Problem #4 Sales  Revenue  Marketing Leadership Breakdown
Consistency, conviction & team If to outsource What to outsource Who’s responsible Sales  Revenue  Marketing Doing nothing is still a decision
Problem #5 Sales  Revenue  Marketing Failure to define a profitable business model
Not getting your story to your guests Maximize your current resources Define your real revenue sources Assign direct responsibility and provide the three “T”s Sales  Revenue  Marketing Measure, adapt – measure, adapt - measure, adapt
How do we make our story? Sales  Revenue  Marketing Change how your telling it
Sales  Revenue  Marketing This is how we define our guests
This is how most see the ‘cycle’ of our guests Aquisition Pre-stay Engagement – (Stay) Sales  Revenue  Marketing Post stay
Sales  Revenue  Marketing Timing is as important as content
The new story starts with dispelling these… We’re not really in touch with our guests…. No differentiation in the marketplace Failure to communicate Sales  Revenue  Marketing Leadership breakdown Failure to define a profitable business model
Sales  Revenue  Marketing Digital Strategy – Guest Acquisition – The Really Short Version Stay Date Research Date(s) Timeline Prime Booking WindowResearch Period LOS January February March Departure Date
Back in the day….. Sales  Revenue  Marketing How the business cycle used to be
Sales  Revenue  Marketing The Business cycle was based on the business’s success
There is a harmony Sales  Revenue  Marketing Operations, Sales, Revenue Management, Marketing
Start by collaborating Create a business cycle calendar Create a Content Calendar Create an Editorial Calendar Sales  Revenue  Marketing Create an Events Calendar Create a Marketing Strategy Calendar
Sales  Revenue  Marketing Share all of them with the team… daily
The Never Ending Story… Sales  Revenue  Marketing No matter who it is or who they are
Sales  Revenue  Marketing We have more access to knowledge now than ever before…
The story goes on…. People come & go there will always be ‘one’ Its not one story it a gathering of them Stop telling it and it goes into lore Sales  Revenue  Marketing Measure, adapt – the repetition never ends Remember to add you part to the story, it’s what makes us immortal through others….
THANK YOU Sales  Revenue  Marketing 33 @LorenGray bit.ly/marcushotels16 “For the Privilege of your time”

More Related Content

Marcus hotels : Storytelling day 2 session 1

  • 1. Sales  Revenue  Marketing
  • 2. Storytelling, What the … Sales  Revenue  Marketing 2 @LorenGray
  • 3. Once upon a time…..yeah really It’s 8 am, first session, on the second day, lets get in the story telling mood In the beginning, what are we trying to do The plot thickens and the story develops, Sales  Revenue  Marketing What is the never-ending story
  • 4. So let’s get into the storytelling mood… Sales  Revenue  Marketing
  • 5. Sales  Revenue  Marketing What is the connection between Social SEO & Content?
  • 6. Sales  Revenue  Marketing
  • 7. Let’s Start From The Beginning…. Sales  Revenue  Marketing What are we trying to do
  • 8. Problem #1 Sales  Revenue  Marketing We’re not really in touch with our guests….
  • 9. Not… Understanding their needs Knowing what they want Knowing what they desire Sales  Revenue  Marketing Knowing there true motivations
  • 10. Problem #2 Sales  Revenue  Marketing No differentiation in the Marketplace
  • 11. No distinction creates… What you see in the OTA’s Same pool, same beds, even the same rates No control over your hotels presentation, its story Sales  Revenue  Marketing Makes you a commodity, or at least seen as such
  • 12. Exersize Sales  Revenue  Marketing Who want’s to YALP!
  • 13. Problem #3 Sales  Revenue  Marketing Failure to communicate
  • 14. Clarity, No clear message, no clear value for a guest No clear message to your team, no clear guest Who’s responsible, no clear expectation Sales  Revenue  Marketing Doing nothing is still a decision
  • 15. Problem #4 Sales  Revenue  Marketing Leadership Breakdown
  • 16. Consistency, conviction & team If to outsource What to outsource Who’s responsible Sales  Revenue  Marketing Doing nothing is still a decision
  • 17. Problem #5 Sales  Revenue  Marketing Failure to define a profitable business model
  • 18. Not getting your story to your guests Maximize your current resources Define your real revenue sources Assign direct responsibility and provide the three “T”s Sales  Revenue  Marketing Measure, adapt – measure, adapt - measure, adapt
  • 19. How do we make our story? Sales  Revenue  Marketing Change how your telling it
  • 20. Sales  Revenue  Marketing This is how we define our guests
  • 21. This is how most see the ‘cycle’ of our guests Aquisition Pre-stay Engagement – (Stay) Sales  Revenue  Marketing Post stay
  • 22. Sales  Revenue  Marketing Timing is as important as content
  • 23. The new story starts with dispelling these… We’re not really in touch with our guests…. No differentiation in the marketplace Failure to communicate Sales  Revenue  Marketing Leadership breakdown Failure to define a profitable business model
  • 24. Sales  Revenue  Marketing Digital Strategy – Guest Acquisition – The Really Short Version Stay Date Research Date(s) Timeline Prime Booking WindowResearch Period LOS January February March Departure Date
  • 25. Back in the day….. Sales  Revenue  Marketing How the business cycle used to be
  • 26. Sales  Revenue  Marketing The Business cycle was based on the business’s success
  • 27. There is a harmony Sales  Revenue  Marketing Operations, Sales, Revenue Management, Marketing
  • 28. Start by collaborating Create a business cycle calendar Create a Content Calendar Create an Editorial Calendar Sales  Revenue  Marketing Create an Events Calendar Create a Marketing Strategy Calendar
  • 29. Sales  Revenue  Marketing Share all of them with the team… daily
  • 30. The Never Ending Story… Sales  Revenue  Marketing No matter who it is or who they are
  • 31. Sales  Revenue  Marketing We have more access to knowledge now than ever before…
  • 32. The story goes on…. People come & go there will always be ‘one’ Its not one story it a gathering of them Stop telling it and it goes into lore Sales  Revenue  Marketing Measure, adapt – the repetition never ends Remember to add you part to the story, it’s what makes us immortal through others….
  • 33. THANK YOU Sales  Revenue  Marketing 33 @LorenGray bit.ly/marcushotels16 “For the Privilege of your time”

Editor's Notes

  1. We have thought of the guest journey in there segments Acquisition Pre-stay Engagement (stay) Post stay affirmation Retention to repeat
  2. Have a good and happy life
  3. We have heard of the heros saga for defining what we should do but how do you translate that? To every day stuff Who is sitting with there team members from the same hotel? Dead Poets society clip- https://youtu.be/gQU3EphIpMY 
  4. Have a good and happy life
  5. Have a good and happy life Forbes says it has the five reasons businesses fail….
  6. You seem like everyone else.
  7. Take a GM a DOS and a Rev manager from the same property….
  8. You seem like everyone else.
  9. This stands to the staff as well
  10. This stands to the staff as well The execs must have gone to a conference story….
  11. The measure adapt is the never ending story
  12. Stop doing this
  13. The measure adapt is the never ending story
  14. Tell about how before computers you went to the library….. The hotel book Aaa Rate card Maps at the library
  15. Tell about how before computers you went to the library….. The hotel book Aaa Rate card Maps at the library
  16. During stand up meetings and alley rallys share whats going on that day on all fronts so all FOH staff can share in the vision Gather guest reviews and share the stories good and bad Gather your pictures Gather your stories Everyone is skillled with this digital medium some suprisingly so form the most unlikely of places Brand or non brand it makes no difference
  17. Tell about how before computers you went to the library….. The hotel book Aaa Rate card Maps at the library
  18. Mention an influencer verses a prefluencer … give the cluds and coins bed products story and tie it to star wars Pre-suession verses pursuesion give the boyscouts and the popcorn story…  Pre-Suasion: A Revolutionary Way to Influence and Persuade. What about us is really what we have to offer that makes it the most wise to purchase from us.
  19. I appreciate the privilege of your time