Best Practice Bootcamp, Session 7
Make Visual Merchandising a Habit
Get in the habit of incorporating visual stories into the marketing initiatives you’re likely already doing. This will help increase the size of the audience that your media is reaching.
Add a button that says “Take a Tour” to your email signature and link it to gallery section of your website. This way everyone you email can easily explore your hotel and become immersed in a rich visual experience. Get your employees and colleagues at your hotel to do the same to further its reach.
If you have a great multi-media presentation that you can easily share, it can act as a sales proposal in itself. Send prospects a link that includes photos, floor plans, written descriptions, videos and tours that are relevant to them. For example, a meeting planner wants to see your event facilities and learn about their features and capacities. Why send a long, written proposal when you can send them to visuals with accompanying descriptions? This is far more effective than any written sales proposal and hotels can vouch for that. Further, meeting and event planners who book their events at your hotel can then share a multi-media tour with their registrants and attendees so they know what to expect when they arrive.
Add relevant visual media to the landing pages from your online banner ads and PPC (pay per click) programs, or any of your other digital advertising campaigns. Studies show that online shoppers who watch video spend an additional two minutes on the site and are 144% more likely to purchase. Present your best and most influential marketing assets – your hotel’s story using rich visual media along with compelling matching descriptions that will turn lookers into bookers.
Email Newsletters and Promotions
When you’re sending newsletters and promotions by email, add a “Take a Tour” button that directs readers to your hotel’s rich media. After reading your newsletter and hearing about what your hotel has to offer, prospective guests who have never stayed before will be able to see visuals of your hotel and envision what the experience would be like, while past guests will be reminded of how great their experience was. Rich visuals give travel shoppers confidence to book, so in both scenarios the visuals make them more likely to book or book again.
Challenge: Incorporate your visual story into your marketing strategies to further promote your hotel.
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 Video Best Practices Guide for Marketers, Thomson Reuters