Monday, August 7, 2017

Two-Step Marketing for Liberty Lodging

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.


Sean    

Extended Pitch and Elevator Pitch for Liberty Lodging

Hi guys,


I have a few items for your to view...

This is my extended elevator pitch explaining my company in depth:


Here is my shorter pitch, something more reflective of an actual elevator pitch...at a 1:45 its still a bit longer than I would like it to be



Sean

Sunday, August 6, 2017

Talking Logo Elevator Speech for Liberty Lodging

Please see the below video.

Here's a quick summary of the product that Liberty Lodging provides:
Those that have traveled on official DoD business understand the innate need for long term lodging accommodations like those provided at Liberty Lodging.  Currently, “Base Lodging” (on-base accommodations provided at DoD facilities) serves as the standard issue hotel for transient government travel.  These facilities provide basic overnight accommodations comparable to 1 ½ to 2-star hotels.  Generally, these units have a queen bed, shower, microwave, mini-fridge, standard cable television, desk workspace, and below average décor; the words dingy, uncomfortable, uninviting and basic, best summarize what the customer experiences.  To their credit, these facilities do a great job of catering to short-term billeting, being sufficient/bearable enough to get a traveler through a single work week.  However, what we have found and experienced ourselves is that there are many short-term assignments and extended training programs throughout the DoD that require a government traveler to remain at a temporary location, anywhere from 2 weeks to an excess of 3 months.  These travelers, truly in need of extended-stay accommodations, are expected to rely on this same inferior/short-term product.  What has been built at Liberty Lodging is the solution to this problem.     

Liberty Lodging is a cost-efficient communal living substitute, providing each customer with what would be received at a hotel and much more.  Our private bedrooms are equipped with plush queen size beds, desk workspaces, flat screen TVs, private bathrooms, full length mirrors, and a touch of décor that makes the traveler feel at home.  In addition, we offer a shared living room with home theater and bar area, a completely equipped full-size kitchen, attached laundry room, and additional amenities by location.  So far, we have found that the majority of those traveling in groups appreciate the team building atmosphere and companionship offered by these shared living circumstances.  We understand that communal living isn’t for everyone, but the reception and growing demand for our services speaks volumes; there is no doubt that we have created a highly desirable product.