Or has it?
It has. And by this blogger at Zennie62.com and now Zennie62blog.com, several times, last year.
The reason I'm blogging about it, is because I'm not sure it was completely valued by the potential client this time around. I'm blogging about it because it's a novel sponsorship relationship that can really help a hotel brand's online visibility, especially if the hotel knows how to value it.
The approach calls for the following: a blogger with video channels, and interconnected Twitter, and Facebook pages, a large base of followers and subscribers, and a large set other social networking platforms, preferably interconnected, and a blog or website that's listed on Google News, Google Blog Search, Technorati.com, and other directories, and social bookmarking accounts on platforms like Reddit.com.
This approach works best for big events, like Comic Con the Oscars or The Grammys, or The Super Bowl or the NFL Draft. What the hotel has to understand is they're sponsoring the blogger, giving the person a room for multiple nights, in exchange for getting the hotel's name associated with coverage about the event during that period when the event is “hot:” searched for so much that it's a top trend.
(For example, "nfl mock draft" is a Google Trends sixth ranked search as of this update.)
(I also figured out a way to incorporate Twitter tweets into the effort for 2011. Follow Zennie62 at Twitter.com)
So, if someone does a search for "NFL Draft 2010" they're likely to find a news blog post with the hotel's name and website link in the first paragraph, as well as a video that also mentions the hotel as a sponsor. Moreover, for every celebrity or athlete that's at the event, the hotel's name and website enjoy that much additional exposure. Indeed, it's visibility that lasts well beyond the life of the event.
The one problem with hotels is some managers, interested in the quick-buck for the moment, either don't see or want to see the value of this approach. They generally want to know that your efforts are going to cause a hotel room sale the next day, when that's not how the marketing dynamic works.
What hotel people must understand is that the blogger is laying a platform online that's a lot like a billboard: you know there are a lot of people who can see it, you just have to make sure it's up and well-positioned so they can. Over time, the idea of using the hotel is placed in the head of the consumer.
It's up to the hotel to know how to track their exposure, or ask the blogger to set up a system for them to do so. One way is to make sure the hotel mangers sign up for Google Alerts, an app that sends an email of all of the blogs and stories that have the hotels keywords of concern pop-up. A good marketing effort can make a hotel's Google Alerts pop and ping like a pinball machine.
The second tool is the real time web traffic reporting system, so the hotel manager can see how web traffic is impacted, and under what conditions. The links from the blog will show up in the traffic report, as well as other location-based data about the potential patrons who saw the blog and clicked on it, then the website link.
The hotel could go a step beyond that and have a contest that asks the reader to do something: make a purchase of a room for a future event based on the use of a code associated with the blogger's event, or something like that.
But whatever the case, it's the hotel's job to track this for the next year after the event, because the blogger's planted this seed that will grow in some way.
The simple rule here is this: the more content produced, the more the hotel benefits from it. Period. In the case of one event last year, I produced 8 videos and 10 blog posts, that's 18 basic items of content that includes the name and website links of the hotel brand. And if the content is properly produced, it appears at the top of Google News for that topic for that day, creating buzz the hotel would have normally not seen related to that event.
What's bothersome to this blogger is that this approach is not completely understood and seen as a viable alternative to traditional forms of marketing sponsorship, and is well-worth the complementary room. The blogger benefits by being able to actually cover a story on-the-scene and make valuable content related to it.
What the blogger is also essentially doing is building a whole new website, a large one, to the hotel's benefit. A website of the size of 18 pages can cost upwards of $4,000 on the open market. It makes no sense to ask the blogger to pay the hotel for working for the hotel for a sponsorship openly presented to the public.
Getting hotel managers who “get” this is still “hit” or “miss,” as my experience shows. But the good news is many of the hotel's public relations people do.
Hopefully this blog posts helps to change some minds in the hotel industry.
(As a closing note, having a variation of this that calls just for banner ads, and not what's outlined here, is a no-no. The idea of this approach is that the hotel's name is seen in searches related to the event "forever" after the event. That can't happen with just a banner ad.)
