Editorial Board   Guest Author

Mr. Marion

Dale Scott Marion

Founder, SpareCash

Dale Scott Marion is an entrepreneur and founder of SpareCash, an application for Android and iOS devices that uses caches (of digital cash) to transform marketing into a scientific discipline. His career includes executive-level and consultative positions with a diverse array of businesses, from start-ups and recently incubated companies to Fortune 500 corporations worldwide. In addition, Mr. Marion's previous efforts involving design and award-winning branding campaigns give him an insider's perspective about the power of marketing and technology. This wisdom is at the forefront of Mr. Marion's leadership on behalf of SpareCash, as he is a strong advocate for the practice of marketing-as-an-adventure. Dynamic and exciting, from conception to execution, this strategy enables businesses - including those in the hospitality industry - to connect with people in a fun and measurable way. The insight these plans produce, which hoteliers and marketing professionals can observe in real-time, are invaluable. Mr. Marion emphasizes these points - namely, the need to mobilize consumers and guests, who have mobile devices - with his customary passion, both in print and at conferences throughout the United States and abroad. A champion of scientific marketing, enhanced by proprietary technology and respect for people's inherent curiosity, Mr. Marion works closely with companies to customize this new - and effective - approach to consumer engagement.

Mr. Marion can be contacted at 949-484-4951 or dale@sparecasapp.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.