VETBusiness Partnerships on Workbased learning and Apprenticeships VET
VET-Business Partnerships on Work-based learning and Apprenticeships VET 2 Business Curriculum: Digital Competences Module name: Digital Marketing in the Hospitality & Catering Sector Module code: VET 2 -DC 1 Unit name: What is Digital Marketing Unit code: DC. 1. 1. c Author: AKMI SA Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
Aims and Objectives • The aim of this presentation is to introduce learners to what digital marketing is through some examples (case studies) of effective implementation in the Hospitality & Catering Sector. • The objectives of this presentation is to strengthen the learning process of learners on what digital marketing is and how it works, specifically the case of e-mail marketing and display advertising The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Learning outcomes • At the end of this presentation (or section), you will be able to: – Define what email marketing is – Define what display advertising is – Understand how email marketing works – Understand how display advertising works The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Table of contents • E-mail marketing case study – The case of Hotel Amarano • Display Advertising case study – The case of an Oceanfront Hotel The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
E-mail marketing case study The case of Hotel Amarano • Hotel Amarano located in California, Burbank a perfect place for travel, close to Los Angeles. • In order to increase the effectiveness of their monthly email campaigns, specifically to users who would view the email on a smartphone or tablet, O’Rourke and Hotel Amarano teamed up to design and implement a responsive email template • This template provided the hotel with the flexibility to easily interchange content while ensuring the email would adapt to any device. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
E-mail marketing case study The case of Hotel Amarano • In October 2015, Hotel Amarano implemented the new responsive email template. Since then the difference has been astounding. • The following results were achieved: 1. Click-through rates increased 54% 2. Overall conversion rates have increased 99% 3. Conversion rates on mobile devices have increased 224% 4. 14% mobile conversion rate since launch The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Display Advertising case study The case of an Oceanfront Hotel • An oceanfront hotel located in downtown Naples, FL on the Gordon River and just a short walk to the beach • The hotel features a resort style pool and four function rooms which total more than 3, 100 square feet of event space • Their onsite restaurant is known for being one of the most innovative restaurants in the downtown Naples area • Its ultimate goal: To spread the word about its services and to generate new income The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Display Advertising case study The case of an Oceanfront Hotel • Its strategy to achieve it: In order to raise awareness for the property, the hotel set up a display ad campaign with content referring to the new hotel and images that showcased their river views and resort style pool. Once the hotel had been opened for a year, the “newest hotel” content was removed from the ads and updated with their newest brag stat, “#1 ranked hotel on Trip. Advisor”. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Display Advertising case study The case of an Oceanfront Hotel • Its method: 1. Campaign budget: 3, 000$ 2. Duration: 10 months 3. Focused on new visitors 4. Remarketing to targeted guests who have previously visited the website The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Display Advertising case study The case of an Oceanfront Hotel • Results: 1. $137, 789 generated revenue 2. 257 booking from the website 3. 46: 1 ROI average 4. 571, 959 impressions The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • This presentation was about 2 case studies of e-mail marketing and display advertising in the Hospitality & Catering sector. It is a great example of how these tools could enhance the effectiveness and to generate new income in the Tourism Industry. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • Now that you finished watching it, you should be able to: – Understand the importance of e-mail marketing and display advertising – Implement the appropriate tools in your enterprise – Understand the concept of digital marketing in the Tourism Industry The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
List of references • Hotel Amarano case study. Internet https: //www. orourkehospitality. com/hotel-amarano-emailcase-study/. {25/02/2019} • Vizergy. Case study: Attracting Hotel Guests Using Digital Display Ads. Internet https: //blog. vizergy. com/blog/2018/12/13/case-studyattracting-hotel-guests-using-digital-display-ads/. {25/02/2019} The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
VET-Business Partnerships on Work-based learning and Apprenticeships Thank you for your attention! www. vet 2 business. eu @VET 2 Business @Vet 2 business. P Any copyright and Intellectual property laws must be respected and are the responsibility of the author. Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
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