Sharper Hotel Marketing

Learn the secrets of taking the best external hero shots of your hotel. In this detailed and technical podcast, Chris gives you insights into the techniques he uses to shoot hotel photography including high dynamic range photography, light painting, flash lighting, tilt shift lenses, sky replacements and staging preparations. He also talks about an often overlooked aspect of framing hero shots that will be used on TripAdvisor and online travel agencies as primary photos. This is the first in a series of podcasts about all types of hotel photography. Essential listening for any hotel marketing manager or owner who wants to educate themselves in preparation for hiring and supervising a professional hotel photographer or architectural photographer. To learn more about hotel photography check out Chris Jack Photography.

Chris looks at 8 TripAdvisor marketing mistakes that hotels and motels often make and discusses strategies and tactics for replying to reviews, ensuring all communications are appropriate, how small hotels have a distinct review request advantage and considers the merits of both the TripAdvisor Review Express and Business Advantage features. Check out our hotel marketing blog at https://www.locusfocus.co Check out our hotel marketing consulting services at https://www.locusfocus.co/consulting/

What is Locus Focus marketing strategy and how can it help your hotel attract and delight more guests? In this jam packed episode Chris ties everything together and explains the philosophy behind the Locus Focus approach to hotel, motel and B&B marketing. Discover the key elements of Locus (your location) including product, service and value and how these are reflected in your Focus (your branding and online presence) and enhanced through better visibility, clarity and conversion. Check out our hotel marketing blog at https://www.locusfocus.co Check out our hotel marketing consulting services at https://www.locusfocus.co/consulting/    

Improving the coffee guest experience in your hotel or motel might be as easy as upgrading your instant coffee sachets and being more generous with them, or as complex as installing Nespresso machines in every room. In this weeks podcast, Chris discusses some of the reasons why coffee is such a powerful compound and how you might consider your coffee guest experience. He also discusses the merits of placing a coffee machine in your lobby or reception area or guest room, and runs through all the options for improving coffee in guest rooms. A poll from on whether guests prefer Coffee machines in reception areas or rooms: http://onemileatatime.boardingarea.com/2014/10/12/hotels-coffee-wrong/ View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/coffee-strategies Check out our hotel marketing blog at https://www.locusfocus.co 

Chris explores the very real problem of controlling cockroaches in hotels, and how to reduce the chances of these pests ruining your reputation. He also discusses an innovative Australian made product called Grate Seal that can eliminate the most common entry point for cockroaches.  

Branding style guides are the blueprint for your branding identity which gets replicated across your online presence and real world marketing. In this episode, Chris explains what a branding style guide is and why it's so critical for hotels of all sizes. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/branding-style-guides Check out our hotel marketing blog at https://www.locusfocus.co    

Content strategy is the basis for solid email marketing campaigns. In this week's episode Chris will break down exactly the difference between content marketing and content strategy and then discuss the types of content that gets results over time in email marketing for hotels. He also talks about segmentation of your audience and what content will appeal to most guests while still taking into account special interests. Finally, he finishes with some powerful examples on how you might want to structure your email messaging to get the best open rates and engagement. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/email-marketing-strategy Check out our hotel marketing blog at https://www.locusfocus.co

Chris dives head first into what is Content Marketing for hotels in 2017 and why it is perhaps the most important foundation for hotel marketing in general. Topics include how one of the first examples of content marketing was in the hospitality industry, Skift and their success with content marketing, defining exactly what content marketing is, what it isn't... and giving explicit and practical examples of content marketing strategies for hotels using their blog. Chris also cheekily answers the questions raised by a recent Skift Research Report into Content Marketing - in his own words. Finally he gives some examples of how all hotels can start their content marketing strategy using multiple hotel blogs. The State of Content Marketing in Travel 2017 https://research.skift.com/reports/the-state-of-content-marketing-in-travel-2017/ This Old Marketing Podcast (Recommended) http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/ View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/content-marketing-for-hotels Check out our hotel marketing blog at https://www.locusfocus.co

Chris established one of New Zealand's first successful 24 hour gym brands "Burn 24HR Fitness" in 2009 so he has plenty of valuable advice from all perspectives. In this value-packed podcast he talks about his recent bad guest experience at a top Brisbane hotel gym, the main road blocks to a great guest experience at hotel gyms, how you can provide an exercise solution if you don't have space for a gym, opening your gym 24 hours and the problems with security and safety, and practical advice on choosing the best equipment and accessories. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/hotel-gym-best-practices Check out our hotel marketing blog at https://www.locusfocus.co

Chris delves into the top 10 mistakes many hotel marketing website are making. He also covers the importance of the right mindset for hotel website design including not treating it as a project, considering the complete guest journey and the importance of relevant local and neighbourhood content.   View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/top-ten-website-mistakes Check out our hotel marketing blog at https://www.locusfocus.co

Nick explores the ways in which smaller hotels, B&Bs and independent operators should think about their branding. Hint: it's a lot more than just a fancy logo and perfectly chosen fonts. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/branding-for-hotels Check out our hotel marketing blog at https://www.locusfocus.co

Nick gives an update on the recent video work with a local B&B, and talks about some of the reasons why tour video works, the challenges involved, and why creating good video doesn't happen overnight. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/hotel-tour-video-tidbits Check out our hotel marketing blog at https://www.locusfocus.co

Yield management for hotels is widely touted as being about providing the right product (in this case a room), to the right person at the right price. But it is fundamentally flawed when looked at through the lens of the guest experience. Chris explores this touchy subject. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/yield-management Check out our hotel marketing blog at https://www.locusfocus.co

Product is all the physical stuff in your hotel that impacts on guest experience. Chris discusses exactly what "product" is and its relationship to service, and how together this makes up "Guest Experience". Chris also discusses a Gallup poll that indicated exactly what areas guests wanted improving in terms of product within hotels. Finally he provides a number of "quick wins" or suggestions for improving your hotel product. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/how-to-improve-product Check out our hotel marketing blog at https://www.locusfocus.co

Chris discusses why most hotel video isn't engaging and falls short of guest needs, as well as our upcoming video shoot for a luxury B&B and the strategy behind it. View the show notes and join the discussion for this episode at https://www.locusfocus.co/sharper-hotel-marketing/shorter-hotel-video Check out our hotel marketing blog at https://www.locusfocus.co

Can Snapchat work for hotels? Nick discusses Snapchat, how it works, and whether it's really worth worrying about. Snapchat has come a long way (baby), but is it the perfect marketing tool we all want it to be for hotels? View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/snapchat-for-hotels Subscribe to our hotel marketing blog at https://www.locusfocus.co

Choosing the best photographers for your hotel photography is absolutely critical. There are multiple considerations including the niche of the photographers, their style and workflow, their portfolio and their equipment. Chris Jack breaks it all down and gives lots of practical and valuable advice. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/how-to-choose-the-right-photographer-for-your-hotel Check out our hotel marketing blog at https://www.locusfocus.co

Nick discusses the way in which video is consumed by today's audiences and how your hotel video marketing strategy can fit into that space. Topics include YouTube and TV ads, website hero and tour video, as well as video for social media. View the show notes and join the discussion for this episode at https://www.locusfocus.co/sharper-hotel-marketing/get-started-with-hotel-video

Instagram marketing for hotels - a detailed discussion. Topics include reposting great user generated content, hashtags vs user names, arranging professional lifestyle Instagram photos, and even using Instagram photos in other marketing projects such as hotel compendiums. View the show notes for this episode at https://www.locusfocus.co/sharper-hotel-marketing/instagram-for-hotels Check out our hotel marketing blog at https://www.locusfocus.co 

Thinking of updating your hotel marketing website? While Squarespace is easier to learn and use, Wordpress may be better for your hotel website design. Learn why Squarespace is often a better platform for hotel and motel marketing websites and where Wordpress might be your only option. Join the discussion and ask the hosts a question about this topic at https://www.locusfocus.co/sharper-hotel-marketing/wordpress-vs-squarespace-for-hotels For more hotel marketing strategies and solutions, visit https://www.locusfocus.co and click on subscribe.