Honey Tourism Marketing

MeasureR. A. BurrellGovernor’s Conference on TourismSnowmass, CO 2010

Honey Tourism Marketing

‘Half of my advertising is wasted. I just don’t know which half.’

Henry FordWilliam Lever

John Wanamaker

Honey Tourism Marketing

Honey Tourism Marketing

What To Measure

Marketing

Marketing Strives To Influence Behavior

Not Convinced?Would you be content to know that people felt warm and fuzzy about the brand but

never took any action?

Honey Tourism Marketing

Marketing

Honey Tourism Marketing

Direct Behavior Types• Spend Money– Reservations • Hospitality• Attractions & Activities

– Passes & Tickets– Attendance (Events)

Honey Tourism Marketing

Indirect Behavior Types– Phone Calls– Visitor Guides– Page Views (Goal

Page)– Interest-Based

Communications (Opt-In)

Honey Tourism Marketing

– Event Registration– Social Media

Following– Contact (Phone,

Email, Social)– Download

Information– Email Delivered,

Opened, Clicked Thru–Walk-In

Passive Behavior Types• Reach– Ad Impressions– Page Views– Time on Site– TV, Radio– Drive Bys (Out Of Home)

Honey Tourism Marketing

Honey Tourism Marketing

Measure Direct,Indirect & Passive

Honey Tourism Marketing

How To Measure

Method1. Capture Data (Behaviors)2. Get Formulas3. Compare in Context4. Get Discipline/Routine5. Test & Optimize

Honey Tourism Marketing

Organize By Goal TypeSelect Measurement Formulas based

upon Goal Type and Medium– Reach– Engage & Convert• Reservations• Visitor Guides• Newsletter Sign Up• Opt-In Communications

Honey Tourism Marketing

Honey Tourism Marketing

ContextCompare the Results of your marketing efforts in Context:

–One Display Ad vs. Another Display Ad–Traditional Ads vs. Online–Year on Year (seasonal)–You vs. Competition–You vs. Baseline–Actual vs. Expected

Honey Tourism Marketing

Best Practices• Organize measurement by Campaign• Schedule measurement discipline–Monthly review for all efforts– Seasonal recap– 6 hours after email release– 2 days after email release– Day after Display Ad go live– 1 week after Display Ad goes live

Honey Tourism Marketing

Scheduled Reports• Media by Publisher• Traffic by Medium• Traffic by Campaign• Keyword Performance• Organic Ranking Report• Email Delivery• Facebook Insights• Database Reports

Honey Tourism Marketing

Data Sources• CRM• Google Analytics• Bit.ly• Google Ad Planner• Quantcast.com• Media Vendor Reports

Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Honey Tourism Marketing

Test, Test, Test• Isolate a Variable– Email Release Date– Offer (5%, 3rd night free, swag)– Ad copy/imagery– Landing Page Content– Decision Page Merchandising– Follow up email/phone call

Honey Tourism Marketing

Test, Test, Test• Email Delivery– Send 5% of the file with different

messages– Send Winner to the rest

Honey Tourism Marketing

Test, Test, TestChange Your Execution

Honey Tourism Marketing

Honey Tourism Marketing

Measure In Context& Test

Honey Tourism Marketing

One Formula

Marketing Performance

Honey Tourism Marketing

P = PerformanceB = BehaviorR = RevenueC = Cost

Marketing Performance

Honey Tourism Marketing

BT = The number of conversions by type of BehaviorBI = Behavior Index

Measure1. Start With Goals2. Determine What Behaviors3. Capture The Data4. Use The Formula(s)5. Test Variables

Honey Tourism Marketing

Honey Tourism Marketing

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