• Information that can be gathered includes name, home address (with zip code), phone number, email address, date called, where they saw your number, reason for calling. If you code advertising you run in specific markets or as part of specific campaigns, you can also ask for the code in the ad they saw, ask which month they want to visit, and what their interests and preferences are during their potential vacation in your area. • Consistently asking these questions is key • Have all employees that interact with customers participate in data collection • Have one person manage the database How to use this data • Distribute newsletters, brochures and other media to this group • Send information to individuals based on date they intend to visit or their vacation interests and preferences. • Conduct a profile analysis on the database that will help you understand more about the demographics, psychographics and lifestyle characteristics of this group • Conduct a conversion study on inquirers from a specific timeframe to determine whether they actually used the information you sent to visit your destination.
±² Advertising Effectiveness Research Advertising effectiveness research measures whether your advertising is reaching the intended target markets and whether it is influencing those people to visit your destination. This research can be used not only to make necessary changes to your marketing mix and message, but it can also calculate a return on investment (ROI) that will help you determine whether your advertising program is paying the kind of dividends you expect it to. Two types of research can help determine marketing effectiveness: conversion studies and advertising tracking studies. Conversion Studies: The purpose of conducting conversion research studies is to learn whether or not advertising and marketing campaigns generate visitors and profits greater than what would have occurred without using them. Conversion studies are used for direct-response advertising, wherein the intent is to stimulate prospects to request travel information by returning a coupon, calling an 800 number, or visiting a Web site. The studies determine if consumers in your existing inquiry database have converted to visitors as a result of the direct-response campaign. These studies are generally conducted by mail or telephone, using names captured from those requesting information. Please refer to Appendix H for a sample conversion study questionnaire. Advertising Awareness Studies: Advertising awareness studies are used to determine if consumers are converted to visit your destination by advertising solely on the basis of awareness and image-building impacts. They generally do not rely on an database, but rather a larger population that may have seen your advertising. There are two ways to conduct advertising awareness studies: • One type typically include a “pre-wave,” consisting of phone interviews with a representative sample of respondents in the
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- Fall '17
- Counting, World Tourism Organization, Visitor, RESEARCH ASSESSMENT WORKSHEET