Below is the "step-one" marketing lead.
See the following link for the "step-two" attention grabber: https://www.libertylodgingtdy.com/about
Explanation, Testing and Analysis:
For my testing I used a Facebook post on my company's page (https://www.facebook.com/libertylodging/), and asked a couple of our previous customers if they wouldn't mind telling me what they thought of it as a possible paid for advertising campaign. I also asked them to answer a few yes or no questions as a short follow-up survey.
The premise of this campaign would be to run "step-one" ad on Facebook directly aimed at certain zip codes or friends of people that have liked our page. Possible customers would then click the cup of "Joe" which would re-direct them to the about page of our website. On our about page it gives a run down of what our company provides, and testimonials from other customers that have stayed with us in the past. The hope would be that the customer would book lodging with us for a scheduled trip, or like our Facebook page to serve as a reminder of our company for their future travel needs. If they decide to book with us, we automatically have their email from a direct booking (which we already use for marketing and reaching out to previous customers), or we have a new potential follower on Facebook.
3 previous guests were willing to take a short survey after I ran the post. Here are the questions and answers to that survey:
1) Did this ad click take you somewhere that had useful information? Results: YYY
2) Through this ad were you able to find the information needed to book a room with our company? Results: YYY
3) Was this ad an attention grabber? Results: YYY
4) Would you have preferred that this ad took you to our home page as opposed to our about page? Results: YNN
After the survey, I had brief on-line discussions with these individuals. The consensus among them is that campaign advertising blasts from a hotel in a very specific market segment is questionable. Though they generally liked the ad and thought the information was useful, it's only truly of use if they have travel plans to this area...which is a rare occasion among most people. What they did think it was effective in was garnering possible likes for our page among individuals who might possibly be traveling this way in the future, or know someone with this specific need who they could tag or forward the post to.
Overall, my impression is that step-two advertising is a great tool. Very effective for local and online businesses, but not a perfect match in all circumstances.