J.P. and Chris explain how to build a detailed guest avatar by analyzing your past reservations across direct and OTA bookings. They recommend hiring VAs to dig through historical data and identify patterns like age, social habits, and preferred platforms so you stop wasting marketing money on the wrong demographics.
So I'm interested to see what Liam's got to say about guest avatars. And I think it's really crucial, isn't it, to pin down who you want to attract into your properties. If you do sa, it doesn't mean you all do the same thing. We all have very, very different businesses and understanding your customer I suppose is really key, especially when it comes to direct bookings. Guest avatars is something that I'm going to be taking notes on. We're currently launching another business working with a marketing company and right now we are really trying to nail our avatar. Customer Avatar down is a property business. Slightly different, but I think it's a great exercise. Who exactly are we targeting and what do they do? But not only a vague outline of your avatar, be very, very specific. You know, I said to Nick the other day, who is our avatar? Where do they sort of socialize? Where do they use social media? What times might they use social media? What's their friend circle like? What kind of things do they like doing? What's their age, what's their friends ages? I think that the more specific you can be with avatars and things like that, the more you can answer what they might need with your product. It's something I'm really interested in. It's part of the marketing for businesses and if you don't know who you're marketing to, how can you offer the value that person wants?
J.P. just to jump in there. Do you use your current data to kind of outline what that is like sort of, you know, when you've got a client staying in your one of your properties, what, what data do you collect from them? I mean from a GDPR standpoint but I mean do you get that age? Do you understand where, you know, if you could go back for the last 12 months of your business, could you say the average age of our guest is 42.
Got you. Yeah, well, I'm a graduate person, Chris, and good to speak to you by the way. It's been about since you've touched basically I, I had April of course but.
Let me answer that question then.
So I alluded to this last night. We are in the process of bringing our management in house. One, because wasn't happy with the standard. Two, because we're at a stage where we're ready to and three, because I'm a granular person to an annoying level and I want to know everything that you've just mentioned. One of the first tasks I got the VA girls working on was trawling the data Going backwards through all our reservations. That was direct, that was OTA bookings and just giving ourselves the data so we can map out what we've had previously and how does that affect where we're going forward? So to answer your question, mate, we're right in the thick of it. Literally last month, this month, and no doubt next month on Mapping out, because I.
The answers are in data. You know, that's the thing. I just think so many people don't collate the right data so that they can't look back at it and then plan using that data. Like all top companies, study the data. That's it's all in the data. And there's, and there's people who can read data very well. There's some people who can't. I'm not a great reader of data. I'm trying to learn. But I do have somebody who is a great reader of data and they can, you know, you can put all that data in front of them, they can put a system together and you can ask that data a question and it will give you the answer using the formulas. And it's such a powerful tool because, you know, there's no point trying to market to 25 year olds if your average age is 60, you know, and these are such important, it's such important information to have at your fingertips when you're thinking about what marketing you're going to do in the next three months, how you're going to attract the people that you're looking for. I think a lot of people today don't use the data that they have to the best of their ability. And I think that should be something that we should all be looking at, trying to get more data systems to be able to analyze the data that we have to help us move forward in our business.
Having a blast gonna get it on the Bruce Lee podcast. Bruce Lee like Bruce Lee Cuz it's so hard and the T is loose leaf making up those rhymes don't write it, just do it loosely.
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