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T80 ROI

T80 ROI. It's Not What You Spend … … It's What You Net! Steve Bottger – Bottger Mansion Mary White – BnBFinder.com Lisa Kolb – Acorn Internet Services, Inc. Defining Return & Investment. You Spend $ - - - You Book Rooms - - - You Make More $

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T80 ROI

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  1. T80 ROI It's Not What You Spend … … It's What You Net! • Steve Bottger – Bottger Mansion • Mary White – BnBFinder.com • Lisa Kolb – Acorn Internet Services, Inc.

  2. Defining Return & Investment You Spend $ - - - You Book Rooms - - - You Make More $ • BUT – do you analytically track where your guests are finding you? (FYI: You absolutely CANNOT RELY on where a guest TELLS YOU they found you! And we’ll show you WHY!) • AND – do you mathematically track how much you spend in any one place to compare the places your guests are finding you to see if your NET is worth the investment?

  3. Reservation Tracking Intell-a-Keeper™ Acorn Internet Services, Incwww.acorn-is.com

  4. ROI Tracking Data: Sample 1 (Part A)Why you CANNOT believe what your guests tell you about where they found you…

  5. ROI Tracking Data: Sample 1 (Part B)Why you CANNOT believe what your guests tell you about where they found you…

  6. ROI Tracking Data: Sample 1 (Part C)Why you CANNOT believe what your guests tell you about where they found you…

  7. ROI Tracking Data: Sample 2Why qualified traffic can save you $$$ on your bookings…

  8. Data Gathering The Data Provided in this presentation is compiled from… • A sample of approximately 4,000 bookings (online reservations, phone and e-mail) recorded in 2007. • This accounts for an estimated 60-70% of all inn bookings. • Each booking may be made up of one to many referring web sites. • Each booking is weighted accordingly, based on the number of different ways a guest found your web site. • Sample data is from actual customers across the United States using our Intell-a-Keeper product. • No specifics are given in any one grouping that would give away any of our customer’s specified marketing plan.

  9. Actual Booking Referrals (Data from 2007 Guest Bookings) Based on approximately 4,000 ACTUAL Inn Bookings recorded in 2007

  10. Direct Hit Bookings(30%) (1,200 Bookings out of 4,000) A Direct Hit Booking is a Reservation that came from a guest that found you by typing in your web address directly from… • Rack Cards or Brochures • Printed Media in a Newspaper Article or Magazine Article • Web Site is Bookmarked on Guest’s PC • Domain Name Branding – they Remember your URL.

  11. Organic Search Bookings (23%)(Note: These are FREE Listings – NOT Sponsored | Paid Listings) (920 Bookings out of 4,000) * There were a total of 37 different “ALL OTHERS” Search Engines recorded where Guests located the Inn’s web site and made a booking. ** Local / Maps included Google Local, Yahoo Local and MapQuest referrals.

  12. (PPC) Pay Per Click Bookings (6%) (240 Bookings out of 4,000) The Pay Per Click (PPC) bookings tracked were for the following companies and their affiliates …

  13. B&B Directory Bookings (19%) (760 Bookings out of 4,000) * There were a total of 46 different National B&B Directories recorded where Guests located the Inn’s web site and made a booking. The top 5 in order from highest to lowest are … • www.bedandbreakfast.com • www.bbonline.com • www.lanierbb.com • www.bnbfinder.com • www.bnblist.com ** There were a total of 30different Alternative B&B Directories recorded where Guests located the Inn’s web site and made a booking. Here are a few sample categories … • Biking • Birding • Pet Friendly • Gay Friendly • Romance • Weddings • Western • Honeymoon

  14. Travel Directories (12%)Note: These are general lodging directories, NOT B&B specific (480 Bookings out of 4,000)

  15. E-Mail Referrals(8%) (320 Bookings out of 4,000) Bookings resulting from a link to the Inn’s web site from an E-Mail … • Newsletter Campaigns • Direct E-Mail • E-Mail a Friend this Web Site Link • E-Mail Postcards with URL from Web Site

  16. Miscellaneous (2%) (80 Bookings out of 4,000)

  17. Steve Hiatt Bottger Mansion of Old Town

  18. "Half my advertising is wasted, I just don't know which half." John Wanamaker, 1838-1922

  19. Print Marketing • Not all marketing is via the Internet • There is still a place for print marketing • Rack cards, brochures, targeted magazine ads. • How to track non-internet material? • On the internet, naturally!

  20. Tracking Print Media Unique URL Unique target page www.bottgermansion.com/index-mansion.htm Entry page Visits Percentage 36. /index-mansion.htm 2 0.13% 37. /links-bb.htm 1 0.07% Urchin Results

  21. Let use the tools!

  22. We need “One File” One file to put the data, One file to use the data, One file to bind the data, One file to rule the data - for awhile. With apologies to JRR Tolkien

  23. The File

  24.  Add Revenue…

  25. Organic placements…

  26. The full Monty

  27. Mary WhiteBNBFinder.com

  28. Take Advantage of What You Are Already Paying For

  29. Take Advantage of What You Are Already Paying For • Know That The Customer Is Not Always Right

  30. Take Advantage of What You Are Already Paying For • Know That The Customer Is Not Always Right • Understand That All Traffic Is Not Equal

  31. Take Advantage of What You Are Already Paying For • You don’t get a second chance to make a first impression.

  32. Take Advantage of What You Are Already Paying For • You don’t get a second chance to make a first impression. • Directory listings are an extension of your web presence.

  33. Review your directory listings as you would periodically review a contractor’s work • Directory listings are an active, not a passive form of advertising.

  34. Frequently Forgotten Features: • Packages and Specials • Guest Reviews and Comments • Availability Links • Keywords

  35. Most Importantly… • Review when you renew

  36. The Customer Is Not Always Right

  37. Understand That All Traffic Is Not Equal

  38. Understand That All Traffic Is Not Equal • How targeted is each click?

  39. In Summary • Take Advantage of What You Are Already Paying For • Know That The Customer Is Not Always Right • Understand That All Traffic Is Not Equal

  40. Questions? Comments?

  41. Download this presentation? • www.acorn-is.com • Online Learning • Classroom Handout Archive

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