In opening a new hotel, there are a lot of things to consider when it comes to your digital marketing plan. As exciting as a grand opening may be, there are a lot of moving pieces to be executed even before those doors can open.The team at Screen Pilot wants to share the four phases xxxxxxx.
Phase One: Get Organized / Pre-Opening Campaign
About six months (to as long as even a year) from the hotel’s open date is when you'll want to start formulating a plan of action and creating timelines for things like on-site activities and creative assets.Things to consider when in this phase;Who is doing what?
Do you have a marketing agency to help with paid media efforts? Do you have a website/ who will build and host the website? Who is in charge of creating the content?What team is in charge of local outreach and strategic partnerships?Who is developing your Brand Standards & Guidelines?
These may seem like obvious items to consider, but it's all about ensuring you have your ducks in a row in order to have a successful opening.Here at Screen Pilot, we've helped many clients through different aspects of their grand opening phases from content creation, custom website builds, SEO on said websites, to the execution of paid media efforts. We've even developed a six-month plan you can follow along and use as a resource by DOWNLOADING HERE (LEVI - CAN WE GATE THIS?)What will be the foundation of your marketing efforts?
Have you completed a market analysis?Do you know what your comp set is doing as far as X?Have you set up local listings and social media accounts?Is tracking set up properly for all paid media campaigns?Are website setup, testing, and optimizations complete?You've double checked that content creation for the website basics as well as any grand opening activities are in place?
Phase Two: Brand Awareness (Building the Momentum)
After you've built your foundation, you'll be in a good spot to start implementing the strategies from phase one. In this phase, you'll want to start building strong brand awareness for the property via paid media channels, PR, and content marketing.A few avenues to consider:
Google and Bing PPCDisplay RemarketingGDN (Google Display Network)YouTube PPC and remarketingSocial media (Facebook, Instagram, Twitter, Pinterest)Social media contests to build fans/ followers on FacebookInfluencer Marketing (sneak peek into the property)Press releases and distribution of content marketing materials
Phase Three: The Opening
Your grand opening should be a monumental event, celebrating the culmination of your efforts up to this moment, and the discovery of strategies and tactics moving forward in continuing to attract potential business.Countdowns to opening day, countdowns to the revel of associated packages or special offers, or even lead generation opportunities for more information surrounding the opening should be considered in places like social media channels and website displays. While on-property momentum will continue until the first and last guest arrives that day. Ensure you make the first guests feel like they are celebrities and capture photos and videos throughout this day to share on social channels and distribute later on. Local and regional press and influencers should attend to help spread the word to their communities as well.At this stage, one thing to remember is to update all of your marketing messaging across the plethora of channels you've adapted. Namely to show that you are now open, but also to be sure that your information over the last six months has maintained its SEO and digital value. Mixed messaging across channels can cause confusion for potential guests.Here's a quick list of channels whose messaging may need updating:
Website copyLocal listings along with business listings (Google My Business, TripAdvisor, etc…)Google and Bing PPCRemarketing adsSocial media (Facebook, Instagram, Twitter, Pinterest)Press releases
Phase Four: Post-Opening Momentum
Post-opening campaigns should be focused on “We’re now open!” with engaging content to reinforce this. The grand opening event was the jumping off point for the property and now with that event over you should have some good content to share and keep the momentum going. Similar to phase three, ensure all efforts are updated and that you continue to share engaging and fresh content now that the property is open.
In opening a new hotel, there are a lot of things to consider when it comes to your digital marketing plan. As exciting as a grand opening may be, there are a lot of moving pieces to be executed even before those doors can open.The team at Screen Pilot wants to share the four phases xxxxxxx.
Phase One: Get Organized / Pre-Opening Campaign
About six months (to as long as even a year) from the hotel’s open date is when you'll want to start formulating a plan of action and creating timelines for things like on-site activities and creative assets.Things to consider when in this phase;Who is doing what?
Do you have a marketing agency to help with paid media efforts? Do you have a website/ who will build and host the website? Who is in charge of creating the content?What team is in charge of local outreach and strategic partnerships?Who is developing your Brand Standards & Guidelines?
These may seem like obvious items to consider, but it's all about ensuring you have your ducks in a row in order to have a successful opening.Here at Screen Pilot, we've helped many clients through different aspects of their grand opening phases from content creation, custom website builds, SEO on said websites, to the execution of paid media efforts. We've even developed a six-month plan you can follow along and use as a resource by DOWNLOADING HERE (LEVI - CAN WE GATE THIS?)What will be the foundation of your marketing efforts?
Have you completed a market analysis?Do you know what your comp set is doing as far as X?Have you set up local listings and social media accounts?Is tracking set up properly for all paid media campaigns?Are website setup, testing, and optimizations complete?You've double checked that content creation for the website basics as well as any grand opening activities are in place?
Phase Two: Brand Awareness (Building the Momentum)
After you've built your foundation, you'll be in a good spot to start implementing the strategies from phase one. In this phase, you'll want to start building strong brand awareness for the property via paid media channels, PR, and content marketing.A few avenues to consider:
Google and Bing PPCDisplay RemarketingGDN (Google Display Network)YouTube PPC and remarketingSocial media (Facebook, Instagram, Twitter, Pinterest)Social media contests to build fans/ followers on FacebookInfluencer Marketing (sneak peek into the property)Press releases and distribution of content marketing materials
Phase Three: The Opening
Your grand opening should be a monumental event, celebrating the culmination of your efforts up to this moment, and the discovery of strategies and tactics moving forward in continuing to attract potential business.Countdowns to opening day, countdowns to the revel of associated packages or special offers, or even lead generation opportunities for more information surrounding the opening should be considered in places like social media channels and website displays. While on-property momentum will continue until the first and last guest arrives that day. Ensure you make the first guests feel like they are celebrities and capture photos and videos throughout this day to share on social channels and distribute later on. Local and regional press and influencers should attend to help spread the word to their communities as well.At this stage, one thing to remember is to update all of your marketing messaging across the plethora of channels you've adapted. Namely to show that you are now open, but also to be sure that your information over the last six months has maintained its SEO and digital value. Mixed messaging across channels can cause confusion for potential guests.Here's a quick list of channels whose messaging may need updating:
Website copyLocal listings along with business listings (Google My Business, TripAdvisor, etc…)Google and Bing PPCRemarketing adsSocial media (Facebook, Instagram, Twitter, Pinterest)Press releases
Phase Four: Post-Opening Momentum
Post-opening campaigns should be focused on “We’re now open!” with engaging content to reinforce this. The grand opening event was the jumping off point for the property and now with that event over you should have some good content to share and keep the momentum going. Similar to phase three, ensure all efforts are updated and that you continue to share engaging and fresh content now that the property is open.
