Serious & Simple – Would you cancel your online marketing ads based off Clicks, Impressions, Online Bookings, and/or “I asked my customers how they found us”?
If so, please take a look at this case study with a 78 room property that shows how important isolating where your calls are generated from is.
Before canceling your online advertisements, you may want to ask yourself these questions:
1. Do the majority of your bookings (transient & group) purchase through the telephone? Yes, everyone researches online – however, thousands of properties we work with at ResortsandLodges.com see a majority of their leisure travel & group sales confirmed via the telephone.
2. Do you renew advertising campaigns just based off of clicks to your web site?
3. Do you renew your advertising campaigns just based off online booking sales?
FACT: We have seen a resort consider canceling an online ad campaign that generated only $250.00 in online sales. However, they were able to see the broader picture once they implemented our FREE tracking application and began tracking the calls – they were able to validate over $14,000 in sales through the telephone. Typically, we see hundreds of properties each year consider canceling because they only look at online booking sales. The truth of the matter is, that next phone call could be a $10,000 wedding booking, $3,000 family reunion booking, or a $1,400 week stay at your property.
Because the majority of sales are still generated through the telephone, we highly recommend tracking those sales through a simple call tracking application that can be implemented within hours.
I encourage you to speak with your business consultant at ResortsandLodges.com – VEMGlobal to clarify the call tracking process and how you can get it implemented immediately. It is FREE. The results are quite amazing and, as you will see in the example below, this can mean seeing the difference in tens of thousands of dollars in sales. That is a tremendous difference in call volume — from only 18 tracked calls in 1 month to over 120.
As an advertiser on ResortsandLodges.com, you are most likely aware that we record all of the phone calls your advertising generates and keep them logged in your own secure Marketing Center. This is great for training your staff or to gain a better understanding of your conversion rate. But did you know that there is even more you can do with those recorded phone calls – like analyze the speech of each call and determine important behavioral trends of your callers and employees? Also, did you know that VEM Global™ is a premier partner of Phonalytics, a phone call tracking platform that can give you even deeper insight into the phone calls throughout all of your advertising campaigns?
If you’ve been around the travel industry in the past few years, you know that travelers are increasingly going online to research their vacations. A search engine is one of the most popular places to start that research – this is why Search Engine Marketing is so important. And with the millions of results that are being displayed from most searches, it’s even more important to ensure your website is coming up in the top of the results.
Learn more about Search Engine Marketing – in this Search Engine Marketing Basics article.
As a resort owner you’ve probably heard of sponsored links and may have even used them in your online marketing initiatives. And if you are using them, are you tracking their performance? In a VEM Global™ blog post, I give an overview of the sponsored link and again ask this important question: are all of your Sponsored link ads converting into sales for your business?
See the full post – An Overview of Sponsored Links on the VEM Global™ blog.
A while back I wrote an article on online video and why it’s key for the hospitality industry. Consumers are still engaging with video at staggering levels and travelers can connect with a property through video a lot faster and more easily than browsing through photos. So if you are a resort or hotel owner and have video of your property, are you distributing it on the Web? Here are the Top 5 Ways to Use Online Video – check out the post and see if you have used any of these. They are all extremely beneficial for communicating your property’s brand!
Check out the Top 5 Ways to Use Online Video on the VEM GlobalTM blog!
Resort owners, where do you get most of your business from? Chances are you will probably say through the phone. It’s pretty clear that travelers now researching their vacations online. One question I pose to you, are you still only tracking the clicks to your advertisements or are you ensuring that even the calls are being tracked?
Check out the Clicks vs. Phone Calls blog post on the VEM Global blog to understand the differences between clicks and phone calls.