E-Marketing Associates

Google’s New Advertising Format To Help Your Business Stand Out

David Sotelo by
on September 29th, 2010

Google has recently introduced a new advertising format called Google Tags that looks like it could give your business a greater competitive edge. It is a nice welcome addition to their popular Google Adwords which has been a crucial part of paid advertising for many businesses.

Google Tags are yellow markers that a business can use to promote important aspects of their business. They allow your business to stand out by showcasing something that may be unique to your business or a really great promotion you may have going on. This may be in the form of a photo, video, coupon, menu, reservation, website or custom post. Tags do not affect search result rankings. They add and enhance your listing in Google places and maps. You must have or create a free business listing on Google places in order to use tags. The cost is a monthly flat fee of $25.

Tags can provide a cost effective way to promote various aspects of your business that may be unique to you and your business. For example you can advertise a coupon for a special at your restaurant or have a reservation page. Since tags appear as you hover over the listing with your mouse you can highlight your most attention grabbing feature and can be sure that your business stands out. You will have the tags show up on the millions of mobile devices that use Google maps and places. One of the nicest features is the simplicity. It is simpler to use than adwords. There are no auctions and no bidding for keywords. You can also track the effectiveness of your tags through your Google places dashboard.

The jury is still out on whether this is truly an effective advertising enhancement that can be depended upon as a consistent revenue generator. However it is in its infancy and for a relatively low cost it looks like it may provide a viable means for any business to increase exposure and become more attractive to the millions of potential users who are looking at all the choices and deciding who to choose.

Written By: David S

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HSMAI CA Hospitality Educational Conference: California Travel Market

Jacquelynn Mendez by
on September 27th, 2010

On Friday, September 24, I had the pleasure of attending the 3rd Annual HSMAI (Hospitality Sales & Marketing Association International) California Hospitality Educational Conference. The event was hosted by HSMAI chapters throughout California, and was held at the beautiful, popular and prominent Los Angeles Marriott Downtown. There was a great turn out of professionals who traveled from throughout the United States, particularly California, to learn more about the industry, to help build on their sales & marketing skills and to network with a great group of like-minded individuals. Additionally, HSMAI successfully arranged an excellent lineup of knowledgeable speakers for each session, and attracted a showcase of highly relevant sponsors, including Expedia, ChannelRush and Travelocity. Although every session had a wealth of information to absorb and important lessons to learn, I would like to focus on my two favorite speakers of the day, John Severini, the President and CEO of CalTIA, and Caroline Beteta, President and CEO of the CA Travel & Tourism Commission. Together, these two highly successful speakers gave a great lunchtime presentation on the California travel market.

While the attendees enjoyed a delicious 3 course lunch, both of these lunchtime presenters did an excellent job of keeping everyone alert, intrigued and engaged. With two separate presentations, these two influential leaders emphasized the importance of working together as an industry to attract travelers to California in order to help boost the economy. According to their statistics, during 2009, 18% of tourism related dollars in California were attributed to spending by international travelers, and travel spending in California directly supported 881,000 jobs with earnings of $29.8 billion. The figures were down from 2008. These numbers caused some enlightening conversation at the lunch tables. The presentation as a whole sent an important message out to everyone in the audience that it is more important to work as a team than it is to compete against each other otherwise there won’t be customers for any business to serve. Even further, the message shed a little light on the United States’ economy as a whole and how every business should help attract travelers from abroad, to visit the hotels, restaurants and desirable destinations found throughout the United States, particularly California for those properties on the west coast.

Caroline Beteta ended her presentation by showing the audience some relatively recent commercials from the “Visit California” marketing campaign. These advertisements focused on celebrities, wine and food found throughout beautiful California. If you would like to find out more information on how your business can help attract travelers to California, visit the California online marketing resource for industry professionals and press at http://tourism.visitcalifornia.com/B2B/.

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If you missed the HSMAI California Hospitality Educational Conference, there is no need to worry because there are lunchtime panel discussions and speaker events held all year long. Plus, there is always next year.

Written by Jacquelynn M.

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Location Based Social Media and How Hotels Can Use Them

Andrew Valdes by
on September 23rd, 2010

Last week we touched on some of the alternative forms of social media that are currently bursting onto the scene and one of the sites that we discussed was Foursquare and how the social media platform has helped usher in the next stage of social media. In the past few months it has become increasingly evident that Location based Services represents the next stage in social media. With the recent popularity of the aforementioned Foursquare, and the recent launch of Facebook Places, Location is trending fast and has everyone talking. And the best thing about the newest trend in social media is its potential to benefit businesses especially within the Hospitality and Travel industry.

Social media has now moved beyond the casual peer to peer connection and into the realm of legitimate usage for businesses, as it has now become a vital channel for communicating directly with the consumer.

A recent USA Today article discussed the impact of social media on both the travel and hospitality. In the article the author not only goes onto discuss the impact Facebook, Twitter, and Youtube, can have on the hospitality and travel industry, but he also goes into some detail on how location based social media is revolutionizing the way the industry is using social media. While sites like Facebook and Twitter have been good for establishing an online presence, presenting brand awareness, and cultivating a sense of loyalty amongst consumers, Location based platforms will work to drive in new customers as well as keep loyal ones coming back for more.

Sites like Foursquare, SCVNGR, Gowalla, Loopt Star, and Facebook Places, all provide the opportunity for businesses to reach out to potential consumers like never before. By partnering with anyone of the previously mentioned social media platforms businesses can attract customers by adding incentive to the experience. Nearly all of these sites possess features that allow users to “check-in” to a particular location, share their where abouts with other users, and even publish reviews.

There are a number of ways businesses can create a unique visiting experience using these features. Sites like Gowalla and Foursquare simply provide deals to users who simply visit a particular establishment and whether that person is a new customer or frequent visitor they can receive virtual badges or stamps that can be redeemed in the real world. Also By being active on these sites and maintaining a strong presence users will not only come upon some pretty great deals, and giveaways, but the more they visit a particular place the more their profile will promote that particular place to other users.

Sites like SCVNGR and WHRRL turn the visiting experience into a game almost by providing users with particular challenges and tasks that would allow them to then earn badges and points that can be used to gain discounts and freebies. Sites like these are intriguing as they actively promote users to go places and actively take part in what a particular establishment has to offer.

Other sites will also give the opportunity to simply publish deals on their company profile page on a day-by-day or week-by-week basis, almost like Groupon does. Facebook Places has embraced this feature as certain pages will hold special deals but only for a limited time, thus creating a sense of urgency amongst the consumer.

All in all, location based social networking can be a very useful tool for expanding business for hotels, as it allows places to connect directly with users in a completely new way. Ultimately if utilized correctly these sites can be rather influential in allowing hotels to execute a unique marketing plan and eventually drive revenue. Be sure to check out the sites mentioned in this post and see which one can work for business.

Written by: Andrew

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Google Instant And What It Means For Your Business

David Sotelo by
on September 23rd, 2010

You probably have either heard of Google instant or have used it already. Google has made the value of information even more valuable with their introduction of Google instant. If you thought search rankings were important before, Google has raised the stakes with their new predictive search engine.

Google instant is a new search enhancement that shows you your search results as you begin typing. The idea is to get more accurate search results more efficiently, thus saving the user time and ideally predicting what you want. The enhancement is optional however how it will affect your hotel will depend on how well you understand the value of information and how well you can position yourself to be the recipient of a targeted search.

There are many components to Google instant however these are some of the more pertinent ones that businesses should know.

1) Search Engine Optimization: Google has stated that instant will not change the search rankings however there are some other factors that every hotel owner or sales manager should be aware of. Although the algorithms for rankings may not change, how people use the search engine will. People will enter only 3 or 4 letters and what Google thinks the person is looking for will show up. Not only in the drop down search bar but both organic and paid results will populate with whatever you have typed in so far. People may often not even continue typing and rather click on what they see on the screen right then and there. This is where relevance will be even more critical since there is less real estate.

2) Advertising: If you pay to advertise you will see some changes. Adwords will now count impressions for every ad where there is inactivity for more than 3 seconds. Now comes the point of top of mind. Pay per clicks have been seeing an increase due to top placement being so important. Optimization once again is so valuable because knowing if long tail keywords or targeting broader phrases will be the deciding factor for keeping you and your business where people can see it.

Google instant will be coming to mobile devices in the near future and since the use of instant requires the user to be logged in their Google account you can bet that this will be used more heavily. This can be an opportunity to separate yourself from a lot of the competition who may not be aware of the role this may play in generating revenue. The evolution of search engine is once again upon us so it is critical to have a well optimized search engine strategy to ensure people see your business and ultimately success.

Written By: David S

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A Hospitality Acrostic Poem

Jacquelynn Mendez by
on September 20th, 2010

What better way to start off the week than with a reminder of our younger years? Below is an acrostic poem about the hospitality industry and how the Internet is revolutionizing the way guests share reviews and experiences.

Just thought this would be a fun way to explain a change.

 

Happy, memorable and joyful experiences is the goal
One way to reach that is to warm each guest’s soul
Social media is creating a change in a dramatic way
People can instantly share every detail of their stay
Internet marketing has opened guest’s eyes and ears
To travel reviews, mobile check-ins and happy cheers
A step into the technology age is becoming a must
Listening and connecting is now a form of trust
It’s time to build a presence and open your door
To Twitter, Facebook, Youtube and more
Your time is now, so what are you waiting for?

Written by: Jacquelynn M.

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Moving beyond Facebook and Twitter: How to promote your business using alternative forms of social media

Mitch Woolley by
on September 16th, 2010

The future of social media is upon us and while in the past year we have found Facebook and Twitter to be much more than a tool for stalking old high school classmates and learning what your favorite celebrity had for breakfast, more and more we are beginning to experience the next stage of social media as these sites have begun to fully embrace the corporate world.

In today’s digital age, obtaining a strong online presence has never been more vital to a company’s success. I am sure by now you all know enough about Twitter and Facebook and how these social media sites are changing the landscape of online marketing, but today I want to delve into two unique alternative social media sites and explore how they can help promote your business.

One of the trending movements in social media is the emergence of location-based social networking or “Geosocial networking”. Basically these are social media sites in that they use geographic capabilities to enable additional social dynamics to the social media landscape. This allows users to interact relative to time and location. One social networking site that has harnessed the capability of geosocial networking is Foursqaure. The way Foursquare works is that it integrates the functionality of a social networking site with the nuances of a mobile application to be used on a smart phone. This allows users to connect with friends and update their location, while at the same time connect with various venues and interact with these places using the “check-in” function. Through the “check-in” function users can receive unique badges for obtaining certain achievements with a particular place. Furthermore, Foursquare also allows venues to provide incentives for users to come out and visit their venue in order to earn special badges. Also, the use of exclusive online specials will encourage new customers to check out your place for the first time as well as keep regular guests coming back for more.

The peer-to-peer notoriety and positive word of mouth buzz that can be generated through Foursquare can prove beneficial for hotels, resorts, and other venues in the hospitality industry.

If “Geosocial Networking” is not quite your thing another up and coming social media site that can prove to be useful is Tumblr.

Tumblr. is a media rich blogging platform that allows its users to create a truly unique and fully customizable blog roll. Unlike your typical “Blogger” or “Wordpress” site, Tumblr. gives users the ability to effortlessly create media rich posts that can be embedded with images, video, audio, links, and even the ability to live chat with visitors. Another unique feature of Tumblr. is that it gives users the chance to follow and even “heart” other influential “tumblogs” as well as be followed by other users. Even non users can subscribe to your tumblog. Both of these features draw close comparisons to Twitter’s “follow” function and Facebook’s “Like” function. Another capability that is very similar to Twitter is the “Reblog” option. This basically allows users to take any sort of content from one particular tumblog and post it to their own account.

If blogging is something that can be considered useful for your business than Tumblr. is a very useful social media resource. Tumblr not only holds all of the capabilities of your typical blog roll but it also combines it with the creativity and simplicity that can allow any user to create a truly unique blog for their business.

All in all be sure to look into both of these sites and see how they can be used along side Twitter and Facebook to create a strong online presence for your company.

Written by: Andrew Valdes

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Do Mobile Applications Fit Into Your Hotel Business Plan?

Mitch Woolley by
on September 15th, 2010

Smartphones are playing an increasingly important role in our day to day lives than ever before, and with an increase in the demand of smartphones comes an increase in “smart” applications to join them. The hospitality business, like so many other businesses, has a growing number of applications to choose from.

There are already hotel applications that perform basic functions such as providing reviews, filtering hotels by price and location, searching real time availability and rates, and even booking your room right from your phone.

Today, there are new features available and more on the rise that may hold much promise for keeping hotels one step ahead of their competition. More importantly these applications may become a fundamental part of a business strategy to consistently generate more revenue. There are new application technologies being developed and tested on a daily basis. Here are a couple of features that are being implemented now.

1) “Voice Enabled” travel dialogue is a new feature developed by Langham Hotels International. The application is called Langham Touch and it is developed for the iPhone. It allows users to hear and see phrases in the local language and also gives directions to the hotel from almost anywhere in the city, as well as provides city guides and wake up calls.

2) Hotel room key smartphones are still in their infancy but the Holiday Inn is taking the concept to the next level. They have begun testing the use of the smartphone to let guests lock and unlock their rooms. In their quest to simplify the guest experience, decrease the burden of waiting to check in, and eliminate the responsibility of having guests carry and lose cards, the Holiday Inn has decided to make use of the one item that everyone carries with them…a phone.

There are pros and cons to each application, platform and concept. There is a “guinea pig” process that is inevitable and this will separate applications that are practical and actually helpful from those that are gimmicky and eventually fail. Mobile technology, especially hotel applications, is a growing business and a more intuitive way of reaching out to customers by helping make their lives and guest experience a more enjoyable one. Most importantly, mobile apps can, if executed properly, turn your hotel into a positive brand in the minds of your guests.

Written By David S

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Today’s Travelers want Wireless Internet

Mitch Woolley by
on September 13th, 2010

A mint on the pillow and a smile at the door is simply not enough to attract today’s tech savvy, social friendly travelers. With the widespread adoption of cellphones, laptops, kindles and iPads, the priorities of twenty-first century hotel guests have changed. These days, most professionals use their mobile devices on the road, in the air and at their hotels to keep up with work, give themselves entertainment and stay connected with friends. That being said, it’s no surprise that 2010 guests have indicated that the hotel amenity most important to them is wireless Internet access.

According to a recent J.D. Power and Associates 2010 North America Guest Satisfaction Index Study, hotel guests named wireless Internet access as their top hotel amenity. After taking a look at the habits of today’s common visitor, this shouldn’t be a surprise. Turns out a number of properties have caught on to this same trend and are finally catching up with the times. The research indicated that 77% of guests said that they have used Wi-Fi over cable Internet in their rooms, which means that the properties they stayed at had wireless Internet readily available. This percentage is up from 55% in 2007 when the wireless Internet craze was already in full swing. Although most guests would prefer free access, it looks like most people are happy as long as it’s available and within a reasonable rate.

In addition, the same study indicated that the number of guests making reservations online has increased this year from 54% in 2009 to 58% in 2010. With today’s technological advances, this number is likely to continue in the same direction. Through this research, it’s obvious that the twenty-first century hotel guest spends a substantial amount of time online, making it an important medium for hotels to market, sell and make connections. Knowing this, it looks like today is the right time to step into the Internet age if your hotel hasn’t already, otherwise the competition just might take one step ahead of you and take over.

I’m curious to know what online efforts are commonly used by hotels — What is your hotel doing to keep up with the rise of the Internet and the tech savvy, social friendly traveler?

Written by Jacquelynn M.

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