Note
that the book is being pre-released, It’ll be done after 30 days and
will be shipped to you as a Kindle book automatically!
The series is an easy to read guide on how to position your hotel and tourism service to the
best possible advantage in the digital age.
The series will include:
1. How to perfect your web messaging strategy and website presence.
2. How to create your digital network to communicate directly with your market.
3. How to beat the online travel agents at their own game and get more direct bookings.
Today Hoteliers and all business owners have an opportunity like never before to take a leading role in distribution. Owners have superior knowledge of their property,
services, products and destination, as well as guest needs and
interests. With the shift of distribution, publishing, advertising, marketing reputation
management and public relations from traditional media to
the new digital systems, small hotels and
tourism companies now have direct access to media and can communicate directly to the widest
possible audience.
The book focuses on how to market hospitality in the digital age using the new tools and automated systems to get more direct bookings. The strategies and tools apply to any business. The book provides concepts and strategies that are proprietary and not commonly know in marketing.
This is a personal insight of Ian R Clayton; it introduces a brand new way of looking at how information can be formatted, re-proposed and published in the digital age. A major part of this strategy is how you can build and use your social media to reinforce your hotel and tourism marketing.
This is shared here for the first time on http://TourismMarketingMachines.com - a free services helping hotel and tourism companies as well as holiday destinations, understand and use the new digital media and the cloud.
I like the Channel Trailer feature of the "ONE Channel' that Google has implemented on YouTube. Its just one of many recent changes and upgrade. In my view it is really the only "new" feature. The others are mostly improvements and tweaking, except of course that its now a sort of 'Responsive Web Design' (RWD), meaning that it will render well in all mobile, smartphones. iPods, iPads, tablets, mobile phones, games consoles (like xBox), TV and other devices.
Naturally that implies some consideration from publishers and creators: We all now have to understand the limitation and options of these channels and create our video accordingly. Don't create options to press a button or submit a form for TV. Its not there yet and you can really irritate TV viewer by suggesting they can subscribe by clicking the button.
Barbados Tourism Encyclopedia is experimenting with the One Channel
features. it has created its first trailer for BarbadosTravel on
YouTube. The trailer describes the channel, promotes a sweepstake and
encourage viewers to subscribe.
Things To Include in Your Trailer
1. Welcome your viewers and thank them for stopping at your channel.
2. Tell them what your channel does and engage them with images and a story line that builds empathy.
3.
Make it short and fast. Hi, here we are, this is what we do, please
subscribe. Get the viewer's attention and provide them with a reason to
stay around. Imagine this trailer as an ad for your channel. Here are
some tips to keep in mind when you're making your channel trailer:
4.
Add a call to action to your own opt in page, newsletter etc. We have
used it to promote a sweepstake where the winner will receive a Free
holiday in Barbados.
One Channel Trailer Examples:
Tourism Marketing:
Australia http://www.youtube.com/Australia Plains of Africa http://www.youtube.com/watch?v=49SyEBZh91E
Oberammergau Passion Play http://www.youtube.com/watch?v=tc5higDB21s
Vice uncomfortable truths http://www.youtube.com/user/vice
BarbadosTravel http://www.youtube.com/watch?v=VyDSKe_md8c
Films:
http://www.youtube.com/user/movieclipsTRAILERS
DIY Film Making http://www.youtube.com/user/indymogul (5 min)
Food:
Jamie Oliver http://www.youtube.com/user/JamieOliver
Here is what http://youtubecreator.blogspot.com says:
Have
a clear call to action to subscribe (scripted and annotated in the
video, and in the video description as well). Entertain the viewer -
when in doubt show what your channel is about, don't tell
Indicate the type of videos you upload and when you upload them.
Think
about the video's context; it will be seen on the channel, potentially
after a viewer has already seen at least one of your videos. There's no perfect length, but shorter is better
Our Views On Trailer Etiquette
From what we know and have seen, we think video trailers should be short (1 1/2 minutes max)
We have heard that YouTube plans to roll out special options for subscribers.
Other One Channel Features
As noted, the trailer is one of the new features of the "ONE CHANNEL" strategy by YouTube.
Here are its main features:
1.
Consistent layout across all screens. Your brand can be the same across
all devices. Mobile, iPads, iPods, smartphones, tablets, laptops,
desktops, xBox, TVs etc.
2. Sections. More flexibility with playlists. Create lists of any type; no need to create sub-channels or pages.
3. Channel Trailer. As above, create a "welcome" video for non-subscribers.
4. Channels Connection. You can now link to your other relevant channels straight from the home page.
