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**Optimizing Google My Business for Travel Portland Partners** *Empowering Businesses for Enhanced Visibility & Revenue

Explore Google My Business optimization strategies for Travel Portland partners at the annual conference. Learn how to leverage online presence to drive foot traffic and revenue. Get insights on the correlation between direction requests and revenue, along with case studies showcasing successful implementations.

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**Optimizing Google My Business for Travel Portland Partners** *Empowering Businesses for Enhanced Visibility & Revenue

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  1. TTRA GREATER WESTERN CHAPTER ANNUAL CONFERENCE Sacramento, CA March 27-29, 2019

  2. TRAVEL PORTLAND • Who We Are: • A private, non-profit DMO with more than 800 partner businesses, Travel Portland operates a busy visitor information center, supports a climate of year-round hospitality, and helps our city, state, and region reap the rewards of a thriving visitor industry. • Our Mission: • We generate travel demand that drives economic impact for Portland.

  3. WHAT OUR EXECUTIVE TEAM ASKS OF US • What is the vision for Travel Portland? • To be the most innovative DMO in the country. • DMO  DMMO • The extra “M” is for Management • Do more than just generate hotel room nights. • Increase the economic impact that visitors have on the city after they arrive. • How? And what can we do that applies to everyone?

  4. WHAT WE KNOW • The “Universal Truths” of today’s visitor: • 1) People use their phones to search for things when they are travelling • 2) Typically use Google and/or Google Maps to do that searching • 3) Have the intention of visiting that business in the near future • Which means…..

  5. WHAT GOOGLE KNOWS • Nearly one third of all mobile searches on Google are related to location. • Location-related mobile searches are growing 50% faster than mobile searches in general. • More than half of all web traffic for the millions of website owners using Google Analytics now comes from smartphones and tablets. Source: www.thinkwithgoogle.com

  6. Breweries near me STEVE’S JOURNEY THROUGH PORTLAND “Three out of every four people who search for something nearby using their smartphone end up visiting a store within a day, and 28% of those searches result in a purchase.” – www.thinkwithgoogle.com Best Sushi Portland Voodoo Donuts

  7. THE CONSUMER JOURNEY Decision/Action Search/Discovery Visit/Purchase Direction Request

  8. SO….WHAT IS YOUR PERCEPTION? • Results are mixed (to say the least)….Slurpee anyone? • ~20% of Travel Portland’s partner businesses do NOT have their business verified on Google • Of the businesses that are verified, few are complete, and even fewer are optimized

  9. AHHH, THAT’S BETTER! • Which store would you rather visit? • Slurpee-ville • Super-cool, hip clothing store with beautiful photos and compelling content (even has coupons attached!)

  10. AND PARTNERSHIP • About Locl • Portland founded, owned, and operated technology company • Specialize in optimizing Google My Business / Google Maps listings • Provide interactive dashboard that measures how much business your Google Maps listing drives • Travel Portland’s role • Provide complementary Locl subscription in 2019 for ALL businesses that serve tourists, meetings, and conventions • Events and programming to help educate partner businesses about GmB/Google Maps

  11. AND PARTNERSHIP • The Vision • Increase the visibility of Travel Portland partner businesses • Provide visitors and locals with a better experience while in Portland • Become the first Google Maps optimized city in the world • Aggregate real-time data to gauge performance of Portland’s tourism-facing businesses • By business type (restaurant, hotel, retail, attraction, etc.) • By neighborhood (Downtown, The Pearl, Hawthorne, Alberta, etc.) • By event (meetings, events, conventions, festivals, Dining Month, etc.)

  12. PARTNER BUSINESS DASHBOARD

  13. PARTNER BUSINESS DASHBOARD

  14. PARTNER BUSINESS DASHBOARD REVENUE CALULATION FORMULA: Direction Requests x 80% = # of Arrivals to Business # of Arrivals to Business x Average Order Amount ($) = Calculated Revenue

  15. DIRECTION REQUESTS AND REVENUE CORRELATION • Why are Direction Requests so important? • Because they are strongly correlated to revenue! • R-value of +1.0 = Perfect positive linear relationship • +0.70 = Strong uphill (positive) linear relationship • +0.50 = Moderate uphill (positive) relationship • 0.0 = NO linear relationship • Direction Requests to Revenue Correlation (R-value) = +0.888 • That’s nearly perfect! Performance and Revenue Correlation: Bamboo Sushi

  16. CASE STUDY #1 MARK SPENCER HOTEL Portland’s Central City hotels had an average Occupancy rate of 55.8% during the month of January 2019. The Mark Spencer Hotel’s average Occupancy rate for January 2019 was over 80%. *Note: The Mark Spencer Hotel was categorized as a “Hotel Management School” in their GmB listing prior to working with Locl. Source: STR

  17. CASE STUDY #2 OMSI +186% +225% +195%

  18. CASE STUDY #2 OMSI +75% +48% +60% +35% +57% +24% The cost of a one-day adult ticket that includes admission to the museum and “The Science Behind Pixar” exhibit costs $21 and a youth ticket costs $14.

  19. CASE STUDY #3 WILDFANG 2019 2018 2019 2018 2018 2017 Wildfang operates two retail stores in Portland, one store in New York City, and one store in Los Angeles.

  20. CASE STUDY #3 WILD FANG Dec 2018 Business Listing Views +129% Jan 2019 Business Listing Views +121% Feb 2019 Business Listing Views +283% +68% +193% +79% +67% +104% +84%

  21. CASE STUDY #4 INDEPENDENT RESTAURANT CONCEPTS • IRC operates 8 restaurants in the Portland metro area: • Produce Row Café • Paddy’s Bar & Grill • Circa 33 • Patty Maryland • Cadillac Café • North 45 • The Independent • The Station +172% +148% +142%

  22. CASE STUDY #5 YAKUZA IZAKAYA RESTAURANT Jan 2019 Business Listing Views +25% Feb 2019 Business Listing Views +26% +49% +16%

  23. CASE STUDY #6 ELECTRIC LETTUCE Jan 2019 Business Listing Views +132% Feb 2019 Business Listing Views +160% +264% +265% +306%

  24. TRAVEL PORTLAND DASHBOARD • Index Creation • - Sector • (Restaurant, Attractions, Retail, Hotel, Brewery, Dispensary, Etc.) • Neighborhood • (Downtown, The Pearl, Eastside, Lloyd District, Alberta, Etc.) • Meeting/Event/Date Range • (Conventions, Blues Festival, Dining Month, Etc.) x

  25. TESTIMONIALS “Locl is probably the single most exciting opportunity in our retail business. The Locl team has incredible expertise around driving offline traffic and we are thrilled with initial results.” - CEO, Wildfang “The only thing I have done differently in the past month is sign up with Locl. My spa in Southeast has had three times the amount of bookings since.” - Owner, Bali Spa “The insights we're getting on Google user behavior have been nothing short of profound, and we intend to keep working side-by-side with Locl and Travel Portland to now mine those insights for big improvement in our Google search/maps performance.” - COO/CFO, Tender Loving Empire “I am thrilled to be a part of the Locl project! My first one-on-one meeting at the Mark Spencer Hotel was eye-opening. Our hotel’s primary listing wasn’t even as a ‘Hotel,’ it was a ‘Hotel Management School.’ There were very few sub-categories chosen, which meant we were not showing up in searches for ‘Portland Hotels,’ ‘Boutique Hotels,’ ‘Historic Hotels,’ etc.” - General Manager, Mark Spencer Hotel

  26. THANK YOU!

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