Why Digital Marketers Should Prepare for the End of IE

Microsoft withdraws support for Internet Explorer. Do you know which browser your customers are using and what that tells you?

At about 25 years of age, or about an eon in internet years, Microsoft recently announced the upcoming retirement of Internet Explorer. While the news should not entirely surprise most internet users, especially since Microsoft rolled out Microsoft Edge about five years ago, some people have concerns about Explorer web apps that businesses may still rely upon.

Take a moment to learn about the solutions Microsoft has introduced to bridge the gap left by IE and the concerns a digital marketing agency may have about losing this old and established browser for good. Most of all, understand why marketers should keep track of the browsers their customers prefer in order to glean some useful data.

How businesses can run IE legacy apps without IE support from Microsoft

Microsoft announced their upcoming withdrawal of technical support for Internet Explorer. This also includes having Microsoft apps, like Windows 365 supporting the aged browser.

Some businesses made sizable investments in developing their own web apps for IE, and Microsoft acknowledged that. Also, Internet Explorer has been around for decades, and many people have even used the latest version for a few years, so this announcement has caused some concern over having to change. In particular, businesses didn’t want to have to rely upon different browsers for access to various apps.

Microsoft has a plan to bridge the gap and reassure users in two ways:

  • Even though Microsoft won’t support IE, they said they had no plans to remove it from Windows at this time.
  • Microsoft Edge, the company’s more modern browser, can run in “Explorer Mode.” Legacy apps should still work fine. Prudent businesses should probably not wait until the last minute to test that theory on their own custom apps.

Why a digital marketing agency cares about retired browsers

According to ZDNet, no third-party has successfully gathered precise or reliable information about the total share of internet traffic for each browser.  Because of this, they trusted the official numbers for U.S. government websites as a fair sample. These are the ranks they came up with:

  • Chrome ranked first with almost 50 percent of the federal traffic. Even so, it still didn’t rank as well as IE did 20 years earlier.
  • Safari ranked second with about 30 percent of the government traffic, indicating that a good share probably originated from phones.
  • IE ranked in third place, even just ahead of Edge.
  • Surprisingly, Firefox came in fifth on this list with only 3.6 percent.

Except for those who rely on apps developed for IE, marketers might not have thought to base digital media targeting by web browsers. Personal preferences or exceptional requirements aside, they all do just about the same thing for average users. Still, Marketing Experiments presented a case study that demonstrated the possibility of gleaning marketing data from browser choices.

As an example, users of their desktop app tended to prefer different browsers than their cloud app users. After looking at the analytics, the market researcher noticed over half of the traditional software users favored IE; however, IE only accounted for about one-third of the web app users.

How can the end of IE disrupt businesses?

Even with the end of IE looming, lots of people still use it. Digital target marketing should include checking browser preferences and preparing for some disruption. The researcher did speculate that the people who tended to favor both traditional software and IE may have been older than the web app users.

After all, Baby Boomers and older Millennials have matured right along with the internet, and for many, they also grew up with IE and installed software. Companies with a lot of IE traffic might want to test that theory with a survey of their own audience.

In particular, businesses that target older or more traditional customers should anticipate the change. Reaching out to customers about the end of IE can even provide a good opportunity to provide some useful customer engagement. For instance, customers might appreciate having a business contact them with helpful suggestions about transitioning to a different browser or better yet, the company’s app.  

The king is (almost) dead; long live the king

Once the declining IE user base evaporates, no clear browser winner may emerge. As an example, many people prefer one browser on their phone and another on their laptop. While Safari powers a lot of Apple phone searchers, it’s not so dominant with Apple laptop owners. The Samsung browser for phones ranked right behind Firefox, and that’s obviously from mobile users.

Anyway, marketers probably won’t care so much about which browser gets the most overall traffic; instead, they will focus upon trends among their own site visitors and customers. Most of all, businesses can use this information to ensure customers keep enjoying a good experience and to understand them better.

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10 Top Influencer Marketing Campaigns from a CPG Agency

See and understand ten examples of great influencer marketing campaigns for a variety of CPG companies, from Diet Coke to underwear.

According to Martech Advisor, almost 90 percent of CPG marketers include influencer marketing in their promotional campaigns. To gain some inspiration about successful campaigns for a variety of CPG products and brands, look at brief summaries for a variety of examples.

CPG Marketing Agency Picks for Examples of Successful Influencer Ad Campaigns

To understand how a CPG marketing agency might plan to maximize the ROI from influencer marketing for a specific type of product, it should help to consider these diverse examples. 

1. Fiji Water

This bottled water company sponsored workout videos on Instagram with Danielle Bernstein. They hoped to emphasize the company’s focus upon keeping fitness buffs well hydrated, while they’re working to look as good as Ms. Bernstein.

2. Diageo whiskey

As the parent company, Diageo produces Lagavulin and Oban whiskey brands. This campaign featured Nick Offerman of Parks and Recreation, mostly just sitting by the fire with his glass of whiskey. It even won an award as the best influencer marketing campaign in the celebrity category.

3. Stride gum

Lots of people recognize DJ Khaled as a hip hop artist and producer. He’s fairly famous on Snapchat and partnered with Stride for some fun channel takeovers. In many cases, influencers post on their own channels; however, in this case, Khaled performed on Stride’s network to provide CPG advertising. In this way, he could engage both his and Stride’s existing audience.

Stride Gum – DJ Khaled Snapchat Day from Mark and Paddy on Vimeo.

4. Naked Juice bottled smoothies

Naked Juice wanted to position themselves in the sphere of beauty, health, and fashion. To that end, they engaged Kate La Vie, a lifestyle blogger. She basically shared posts of her daily essentials. Of course, these included sunglasses, a makeup kit, and a bottled smoothie from Naked Juice.

5. Glossier beauty products

Instead of relying upon a social media star or celebrity, Glossier ran a campaign called Regular Women. The company motivated women to share images of their beauty products by offering them the chance to offer product discounts to their own social circles. This example might particularly interest a consumer package goods agency with a tight budget.

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6. Kraft food products

Most people probably associate Kraft with at least some types of common food products. According to Tap Influencer, 98 percent of North American households have at least one Kraft product in their pantry or fridge right now.  Still, the company wanted to better connect with a customer base that increasingly turns online for information about products.

They “crafted” their influencer marketing around high-quality content, such as recipes and cooking demos that incorporated Kraft products, and earned a considerable amount of exposure in the process.

7. Persona vitamins

Persona markets Vitamin Packs to consumers. They first developed software called the “Vitamin Advisory System” nearly two decades ago. They began to perform much better when Dr. Andrew Weil and Drugstore.com used this software on their own websites.

Dr. Weil has a popular health and nutrition site, and Drugstore.com is a big eCommerce site. In both cases, the vitamin maker offered something of value in exchange for exposure. Since then, their model has been used by other vitamin companies.

8. Diet Coke soda

Apparently, the color scheme of a Coke can is so familiar that Diet Coke ran their campaign without using labels. Actually, the purpose of the campaign was to start discussions about labels, and they even tagged it #unlabeled.

They partnered with a diverse set of influencers, who all talked about obstacles they needed to overcome because they believed they had been stereotyped. In this case, Coca-Cola did a good job of connecting with their audience over values.

9. Stance underwear and socks

Stance wanted to establish an identity for their brand as comfortable, carefree, and active. Known as a sock company, they are also branching into underwear. They had the idea to engage influencers to perform a wild activity in their underwear in order to encourage their audience to do the same — and have a chance to win cash prizes. They hoped to highlight high-quality, engaging content in order to visually connect with customers.

10. Sperry shoes

Sperry noted that some influencers already wore their shoe brands on social media, so they worked with them to create more engaging content to attract an audience. Sperry looked for micro-influencers and not major social stars, offered them assistance, and hoped to reap the benefits while the influencers also grew their audience.

Obstacles an influencer marketing agency can help CPG businesses overcome

Done right, using influencers for CPG marketing can produce great results. At the same time, HubSpot pointed out that many businesses struggle with at least a few challenges. These can include determining ROI and finding appropriate influencers that can provide the reach, authenticity, and positive messaging. An experienced consumer package goods agency can offer solutions to overcome these obstacles to ensure influencer campaigns produce a positive ROI.

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Does Social Influencer Marketing Actually Work?

By finding the right influencer, social influencer marketing can deliver authentic messaging, a targeted audience, and more profits to your business.

Almost everybody has made at least one purchase because somebody they knew — or at least, knew of — introduced them to a product or service. Today’s social media influencer marketing just takes old-fashioned word-of-mouth marketing online to active social platforms. After all, such social sites as Facebook, YouTube, and Instagram are one of the first places today’s consumers turn to look for advice about purchases. Learn more about potential benefits of developing an influencer marketing strategy and how to go about finding the right influencer for your brand.

How social media influencer marketing works

Traditionally, marketers might have found a celebrity or authority on a topic to mention or promote products. Today’s social platforms have given birth to an entire new industry filled with people who attract a large audience through their own content. Finding the right influencer means having a spokesperson who has already attracted an ideal audience for your brand.

For instance, sales of your exercise bike or nutritional shake mix might benefit from the exposure a popular online fitness guru could offer by reviewing it for an Instagram or YouTube video. Similarly, a beauty company might look for a popular model or beauty expert to demonstrate their products.

Since there are so many social sites and influencers online these days, you might also benefit by working with an influencer marketing agency instead of trying to handle everything on your own. These are some of the tasks that an influencer marketing agency can help with:

  • Understanding your brand and products to determine the ideal audience
  • Helping to develop an influencer marketing strategy, including the choice of goals and metrics
  • Selecting and vetting social influencers and negotiating terms and rates 
  • Running and monitoring campaigns
  • Reporting upon the outcome and suggesting the next steps

According to HubSpot, an overwhelming 94 percent of marketers had a positive opinion about influencer marketings. On the other hand, almost 80 percent admitted that determining the actual ROI of their campaigns has proven challenging. That’s why you should not skip the second step that includes setting goals and figuring out how to measure them.

Can influencers help drive sales?

Influencers don’t always need to have massive audiences to benefit your company. For instance, some businesses have enjoyed great success with so-called micro-influencers who have less than 10,000 followers. Most important, any representative for your brand should have a good reputation and a loyal and targeted audience. In addition, your small business or startup may find that influencers with smaller audiences will work within your budget, increasing the chance of earning a profit. In fact, HubSpot highlighted one study that found micro-influencers tend to command more engagment than big-name celebrities.

No matter how big of a following an influencer has, it’s important to make certain they’re credible, possess a positive reputation, and won’t engage in any tactics that can do more harm than good. According to Neil Patel, millenials still tend to trust influencers but less than they did a few years ago. He says that most campaigns tend to earn decent returns, but a little less than one in five make nothing at all or even lose money.

In particular, influencers with millions of fans may charge tens or even hundreds of thousands of dollars for just one post or video. This underscores the point that some businesses may want to begin by looking for microinfluencers who may lack massive reach but can deliver a good return for a few hundred dollars instead of several thousand per post. Once you’re certain you know how to use influencers to deliver your marketing message and make a profit, you can always scale up by either finding more small influencers or a big-name celebrity.

As a note, Patel also agreed that marketers he had spoken with said the biggest challenge was measuring ROI. Testing with a smaller, budget-friendly audience can give you the confidence you need to pursue bigger audiences.

Yes, social media influencer marketing still works

A thoughtful influencer marketing strategy can deliver many benefits to your business. Some examples include brand recognition, exposure to a targeted audience, an authentic delivery of your message, and valuable word-of-mouth advertising. If you’re new to influencer marketing, you should make sure you have clear, measurable goals and choose your influencers wisely.

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How Out of Home Advertising Complements Digital Marketing

Do I need a billboard for my business? Learn how out of home advertising and digital marketing work together for great results.

While scholars believe human societies were first introduced to oral advertising, it did not take long for those old-time marketers to discover the power of signs. At least, they’ve found papyrus advertising posters that date back to ancient Rome, Greece, and even Egypt. In societies with low literacy rates, they relied upon pictures.

In the Digital Age, you might wonder how an out of home advertising agency can possibly still help achieve your business goals. After all, isn’t everything online now? Actually, buying a billboard and working with an OOH advertising agency may serve as the perfect solution to some struggles you face attracting more attention to your social media, digital ads, and business site.

Is an outdoor advertising agency beneficial to digital businesses?

When you think of the largest players in online advertising, companies like Amazon, HBO, Apple, and Google probably come to mind. According to The Outdoor Advertising Association of America, these companies ranked in the top 10 for money spent on out-of-home ads. Netflix, the online streaming service, made it to the top 15. Just as surprising, the OAAA said that tech-related companies made up 25 percent of the biggest spenders.

Together, Facebook and Google will contribute to over one-quarter of the total spend. Not only that, outdoor advertising had experienced constant growth every quarter since the Great Recession, not counting the coronavirus outbreak. According to the president of OAAA, Nancy Fletcher, companies spend money on this kind of advertising because it provides the perfect complement to their social, mobile, and search tactics.

Of course, these days, an out of home advertising agency might suggest electronic billboards and not just static ones. In that way, you might think of them as giant monitors in very visible locations. These allow advertisers to display very slick, sophisticated ads that can cast a very wide net. In other cases, the old-fashioned, static kind may also serve your purposes.

How can a billboard advertising agency help your business?

To understand how an OOH advertising agency might help you find outdoor ad placements to help improve your overall marketing plan, it will help to consider an example. For instance, Apple solicited images from iPhone users to use on the digital billboards they used for their ads. The “Shot on an iPhone” campaign helped demonstrate the types of photos that people could capture with their phones. It also gave contributors and their own social circles plenty of incentive to share images on social sites.

In this case, the digital and outdoor advertising worked together to help Apple enjoy a sort of synergy that they could not have achieved with either one alone. People saw the billboards who might not have visited the company’s digital platforms. In turn, contributors were quick to share their own photos to have them displayed both online and outdoors.

In simpler cases, businesses can use a billboard at the top of their marketing funnel to help attract more attention. Interested people will return to their computers and phones to seek out more information about the quick message they saw while they were commuting or running errands.

Does outdoor advertising work?

Some outdoor advertisers have also used mobile phone data to detect when people pass near their outdoor signage. In that way, the physical and virtual world of advertising merge even more.

For some other examples:

  • A study from Ocean Neuroscience found that almost half of mobile users were more likely to click on an advertisement after first seeing the brand advertised on a billboard.
  • Another study found 46 percent of people said they’d searched for something after first seeing it mentioned on an outdoor advertisement.

Online advertising has grown increasingly competitive and expensive. Ad blockers or simple online ad blindness have also made attracting attention on the internet more challenging. Engaging billboards can help attract more visitors to your business site or social pages and serve as the perfect complement to digital marketing. If you’ve been considering ways to grow your audience, don’t overlook the power of signs.

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Raise Your Instagram Strategy Game With Experiential Sets

Adding experiential experiences to your content marketing strategy can help grow and engage your audience online and offline.

Instagram, the popular photo and video site, will celebrate its 10th birthday in 2020. According to Sprout Social, just about a billion people use Instagram regularly, with about sixty percent of these users logging in at least once a day. While Instagram isn’t the largest social site, it is remarkable for the sort of famously Instagrammable experiences that its devoted audience has come to expect from content providers. As a marketer or content marketing agency, learn one way that you can tailor your Instagram strategy to include such an experience.

Developing an Instagram strategy around experiential set design

Many kinds of businesses have used Instagram as part of their effective content marketing strategy. Lots of other businesses even owe their starts to this unique social platform. As an important example, Instagram has even birthed an entire cottage industry of off-line sets that creative people develop just to generate the perfect backdrop for Instagrammable experiences.

Lately, these typically colorful and well-designed places have been called experiential sets. Fast Company referred to them as a sort of Disneyland for the selfie set, designed to appeal to short attention spans and a be-seen culture. Besides typically charging an admission fee, they also generally have sponsored rooms or galleries.

What is experiential set design?

To understand experiential set designs, it helps to consider some examples. Fast Company highlighted the Museum of Ice Cream’s debut in 2016. It launched in New York City, and then later attracted such celebrities as Kim Kardashian, Beyonce, and Katy Perry as it spread to Los Angeles and Miami. Copycats with similar ordinary themes and extraordinary sensory experiences popped up soon afterwards. Some examples include the Museum of Pizza and the Egg House. Of course, the most obviously named one is called the Museum of Selfies.

No matter the theme, they’re always designed with a photogenic quality in mind; however, they usually offer a live experience that appeals to multiple senses, such as feeling, smelling, and even tasting. Naturally, the admission to the Museum of Ice Cream includes a free scoop, provided by rotating vendors, who hope to gain more exposure both offline and online.

This new trend in experiential set design for events has moved to established museums or galleries and traveled as popup exhibitions. Critics have sometimes belittled these sets as dumbing down culture for the digital age and exploiting patrons by letting them pay high admission fees for superficial art and blatant advertising.

Great examples of experiential settings

At the same time, some efforts have been taken more seriously. As an example, The Color Factory has enjoyed serious design credibility with its focus upon color, creativity, and the way people experience spaces. They’ve even collaborated with such prestigious designers as the Smithsonian’s Cooper Hewitt Design Museum. While the developers keep it a kid-friendly place, The Color Factory also appeals to couples on dates, tourists, and of course, Instagram and other social media influencers.

Of course, major brands have started sponsoring their own experiential settings. One good example includes the Escape the Room games that HBO sponsored at SXSW. They provided sets inspired by popular HBO shows, including Game of Thrones, Veep, and Silicone Valley. These games immersed players in the shows’ stories in an incredibly engaging way.

Using experiential set design for B2B on Instagram

It’s sort of intuitive to see how a B2C content marketing agency can make use of these experiential sets to help improve brand recognition and grow their audiences. For example, Refinery 29’s contribution to this new industry, 29 Rooms, has had branded rooms from such companies as Smirnoff, Kraft, and Revlon. Non-sponsoring celebrities and social influencers might simply use the interesting backdrops of the venues as imaginative settings for their photos and videos. Meanwhile, the settings themselves may benefit from plenty of online exposure, admission fees, and sponsors.

At the same time, the concept of experiential sets can also lend itself very well for marketers who want to gain exposure for B2B on Instagram and other social sites. It’s important to note that a Bizzabo survey of hundreds of experienced marketers found that 87 percent of C-suite executives think live events will begin to factor much more in their marketing strategy.

Turning life events into Instagrammable experiences

For some good examples of way the executives might consider spending some of their marketing budgets on experiential sets for live events: 

  • Look at the Healthymagination marketing campaign by GE. They designed realistic medical settings that include demos of the ways that their tech helps improve them.
  • For something a bit more colorful and in line with other experiential settings, consider the way that HubSpot has designed their inbound marketing conference, complete with a giant #INBOUND hashtag sculpture to remind attendees how to find their posts and tag their own.
  • If you want to add a high-tech approach, you might even follow Intel’s lead in using immersive augmented and virtual reality tech to create a memorable and Instagrammable experience. One highlight included a hologram of one of their general managers, Gregory Bryant, speaking to the crowd.

Live events can lend themselves perfectly to serving as venues for Instagrammable experiences. Of course, it’s possible to turn the setting into its own event. Businesses can create their own branded experiences, either to keep in their headquarters buildings for visitors or as a popup that they can move around to trade shows and conventions. They can use their sets to highlight their company’s history, products, and community service. All the while, they can turn this immersive experience into something very sharable, so they benefit from both offline and online attention.

Should experiential sets become part of your content marketing strategy?

If you can find an experiential set relevant to your business, you may find that a great venue to produce sharable content. If you’re looking for a novel, competitive edge for your content marketing agency, you might even come up with your own ideas for a photogenic, mini-Disneyland for the selfie crowd. You can improve exposure both online and offline, plus add another revenue stream to your business.

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Adjusting Your Hotel Digital Marketing Strategy During COVID-19

When it comes hotel digital marketing during COVID-19, here are some tips on rethinking messaging, audience targeting, and marketing platforms.

Rosie Sparks of Skift may have had one of the best introductory takes for tourism digital marketing during the coronavirus outbreak. To paraphrase, she said that hospitality marketers will have to walk a fine line to develop hotel and resort marketing plans during the crisis. Naturally, potential guests have grown increasingly and understandably cautious about leaving their homes for non-necessary travel. On the other hand, some relatively low-risk marketing tactics could attract the revunue that hotels and other travel businesses need to stave off disaster.

So, what are low-risk digital marketing tactics? Skift mostly focused upon marketing isolated or outbreak-free destinations to help allay tourists fears about traveling during a pandemic. For instance, they published examples of a social and display advertising strategy that consisted of showing idyllic pictures and videos of fairly isolated places that hadn’t been touched by the coronavirus outbreak. These included African savannas, smaller European cities, and remote jungles.  Other marketers have also highlighted the ideas of staycations that can give travelers a way to give into their understandable urge to simply get away from it all. 

Is promoting virus-free staycations a viable digital marketing tactic for hotel marketing?

The publication noted that government and health organizations from all over the world have urged people to stay home during the outbreak. Right now, they admitted that promoting any tourism at all can damage brands. While some destinations have enjoyed a certain amount of success with this tactic, it’s risky because it’s controversial and also, won’t work for everybody.

For instance, residents of some of these mostly virus-free places have protested against attracting too many out-of-towners to their location for fear they may bring the disease with them. People who agree that it’s best to shelter in place as much as possible may also resent this kind of messaging during a crisis, even if they don’t personally have anything to lose. Most of all, not every hospitality marketer has the luxury to promise a place to escape that’s far from the pandemic.

Suggestions for a better digital advertising strategy for the pandemic

So how can resort and hotel marketing companies best use their precious marketing budgets productively during the coronavirus outbreak? Mostly, you have to find ways to adjust your audience targeting for the times. Because you’ve changed your audience, you should also recognize their needs and concerns within your messaging. To understand how to proceed, dig deeper into some examples.

Rethink your display advertising strategy budget

You may have to work with a lean marketing budget while your business slumps. You can take heart from knowing that your competitors also have to trim expenses, so you may have opportunities to enjoy some bargain placements from publishers, search, and social platforms.

For example, Skift noted that Google’s typically robust travel search has almost become unrecognizable because of the lack of ads. Once you narrow down your message and target audience, you should have plenty of opportunities to test your marketing for much lower rates than you paid a few months ago.

Uncover low-hanging fruit to target

Figure out which people still might visit your business. Even though most people have chosen to stay chose to home, some hotels have managed to keep a steady flow of bookings with visitors like these:

  • According to USA Today, thousands of hotels have signed up with an organization called Hospitality for Hope. This matches hotels with agencies in need of lodging. An obvious example of guests this can attract would include healthcare workers who have ventured into cities to help with coronavirus hotspots.
  • Similarly, hotels have worked with hospitals, city or county governments, and individuals to help house medical workers, loved ones of patients in hospitals, or even people who don’t need medical care but still need a comfortable place to self-quarantine away from family. For instance, many doctors and nurses have chosen to isolate themselves in hotel rooms for the durations to reduce the risk of infecting their families.
  • Besides essential businesspeople who still need to travel for important work, local remote workers have checked into hotels as alternative workspaces. For instance, a parent with a house full of kids may need a quiet place to attend to a day full of video conferencing meetings. With typical work-sharing venues closed down, a hotel can typically provide the amenities these employees need.
  • The idea of offering staycations may still work, but instead of trying to attract international travelers to exotic destinations, any city or suburban motel could offer staycations to people who just want to leave home but not travel very far. Hotels and resorts can offer room service, in-room entertainment, and other amenities to help attract guests who live nearby but still want to feel like they’re getting away from it all. Some hotels have worked with local restaurants to promote gourmet weekends with a variety of meals that get delivered right to the front door.

Naturally, once you uncover an existing demand, you may want to tailor packages that will appeal to these people. Whslasile most marketers caution against slashing rates too low to attract guests, you might consider ways you can add value to your packages without reducing revenues too much. Some ideas that other hotels have promoted include discounts for long-term stays, packages that include room service and other upgraded amenities, and of course, relaxed cancellation policies.

Choosing tourism digital marketing platforms

Naturally, you should maintain your presence on any robust social sites you already inhabit. Some content ideas might include:

  • Use graphics and videos to demonstrate the extra steps you have taken to protect the health of your guests and employees during the outbreak. For instance, you might even produce a video of your cleaning staff working to sanitize a room for new guests. If you do have rooms for people who need to self-quarantine, you might demonstrate that you have established this block of rooms on a different floor or wing than the rooms for other guests.
  • Describe the packages and offers you have developed to help attract your new target markets. Let people know about your long-term stay rates or staycation amenities. If you’re close to a local hospital, you might consider offering transportation or free video calling services as part of the deal.
  • For something likely to appeal to the homebound masses, you could have your staff create content that highlights their specialties. For instance, your chef could do cooking demos, your spa employees might demonstrate relaxation techniques, and your cleaning crew could even demonstrate the best way to sanitize surfaces.
  • If possible, you should consider including all sorts of hotel employees in your ads. You can let the public see the faces behind your hotel and remind potential guests that their stay at your venue helps keep these poeple employed.

You might also consider targeting some publishers that already attract your potential market. Consider medical publications to appeal to healthcare workers, business publications to find employees who need workspaces, and even local food and travel blogs to find families, couples, and individuals who would splurge on a staycation. You might assume that some of these publications have also suffered revenue drops, so they may offer lower rates for premium spots.

Craft your messaging carefully

Right now, travellers have grown increasingly and understandably cautious. You certainly want to reassure your guests that you can offer them a safe place to stay. You can also let them know that you’ve made your booking and cancelation policies more flexible to accomodate their current needs.

Beyond that, you may soften up your call to action to help entice hesitant bookers. For instance, you might formerly asked ad viewers to “Book Now.” These days, it’s probably best to lighten up with something like “Learn More.”

It’s also time to take a page from the hotels that have pushed their remote destinations as an alternative place to stay during the outbreak. Formerly, your website and ads may have featured your bustling lobby or crowded restaurant. Today, people want to avoid the sorts of crowds that might have attracted them before. You might want to replace those images with scenes from quiet parks, private rooms, and scenic vistas.

Can hotel and resort marketing still thrive during the coronavirus outbreak?

Nobody doubts that most hospitality venues have struggled during the current crisis. As marketers, you probably have to make due with a leaner budget. At the same time, your failure to market at all won’t improve the situation. You can make the best use of the resources that you have by uncovering the most likely demand, utilizing your resources, finding discounted advertising rates, and of course, providing your audience with the right messaging at the right time.

In the long run, you will discover some winning strategies that will help you maintain business and emerge stronger once the worst of the crisis has passed. You might even decide to retain some of these effective programs because they will also work during normal times, but you just never would have thought to add them otherwise.

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