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Honey Tourism Marketing
Honey Tourism Marketing
‘Half of my advertising is wasted. I just don’t know which half.’
Henry FordWilliam Lever
John Wanamaker
Honey Tourism Marketing
What To MeasureHoney Tourism 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
Measure Direct,Indirect & Passive
Honey Tourism Marketing
How To MeasureHoney Tourism Marketing
Method
1. Capture Data (Behaviors)2. Get Formulas3. Compare in Context4. Get Discipline/Routine5. Test & Optimize
Honey Tourism Marketing
Organize By Goal Type
Select 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
Context
Compare 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 ReportsHoney 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, Test
Change Your Execution
Honey Tourism Marketing
Measure In Context& Test
Honey Tourism Marketing
One FormulaHoney Tourism Marketing
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
Marketing Efficiency
Honey Tourism Marketing
BT = The number of conversions by type of BehaviorBI = Behavior Index
Measure
1. Start With Goals2. Determine What Behaviors3. Capture The Data4. Use The Formula(s)5. Test Variables
Honey Tourism Marketing
TheBeeDance.comHoney Tourism Marketing
