Marketing is operational area requiring both extensive capital and human resources, and needs to be efficient and effective.
Marketing elements that influence decision-making and purchase, and can be measured include:
- Special events
- Trade and consumer outreach at shows and conventions
- Social media
Among the critical questions for effective/efficient marketing:
- How many people inquire for information from your entity?
- What share of these is the target market?
- How many ultimately visit and/or purchase (conversion)?
- To what extent did organization marketing influence visitation and/or purchase?
- Which marketing elements were most influential?
- What were the economic and fiscal impacts?
Marketing return on investment (ROI)/conversion need to be measured accurately and specifically as various ROI measures can be used, including:
- return from consumer spending against marketing and/or organizational budget
- return taxes generated against marketing and/or organizational budget
- return to other funding organizations (e.g., public sector)
Conversion studies conducted by LSC – pre-and/or-post campaign— use proven methodology applied to the specific situation that identifies the visitor/customer behaviors (length of stay, lodging, transportation, spending, etc.), influence of targeted media on visitation and spending, along with visitor/customer demographics.
The results quantify purchase and visitation, as well as conversion rates, spending, economic “return on investment,” and taxes generated, to help marketers assess program effectiveness and any needed changes in media or resource allocation.
Visitor and Non-Visitor Customer Profiles
We provide clients with accurate and comprehensive customer/visitor profiles of motivations, behaviors, demographics, and psychographics to help organization understand their current customers and gain insight into potential higher yield segments.
We employ proven Information gathering methods including face-to face on-site or focus group interviewing, or internet or mobile surveys, using detailed questions. We work with clients to uncover key consumer identity and motivational factors including: geographic origin, media resources used reasons for visiting, what and value of purchase, key motivators and demographics.
Tourism Economic Impact Studies
As state, regional, or district level destination marketing entities have evolved, it is critical to have factual defensible measures of its marketing and programming based economic and fiscal contributions— even if the entity is not directly publicly funded or has any funding— its operation may require a political vote or assessment.
These measures focus on visitor and customer volume, spending, local tax impacts and employment supported by customer spending and activity. In addition they identify visitor/customer profile data.
Studies should be performed on a recurring basis, e.g., every two to three years, both to establish benchmarks and to chart progress over time.
Such studies have multiple uses including:
- Measuring program effectiveness
- Guiding marketing messaging and placement
- Improving competitive positioning
- Assessing optimal utilization levels
- Guiding future infrastructure
- Services/amenities and product development
- Important for garnering public
- Political support for the organization
LSC has conducted numerous visitor and customer impact studies over the years for a range of clients, including destinations, special sports, local events, attractions, venues, etc. We have a proven methodology that is replicable, comparable and consistent to provide clients with current, vital and useful data.
For the consumer, a brand encompasses the essence and promise of what they expect brand experience to be and to deliver. Once developed, the brand provides economic leverage and strategic advantage in generating awareness, motivation for purchase and satisfaction, and leading to loyalty and repeat purchase.
The brand can and should be managed, beginning with awareness of consumer brand perceptions, expectations and experiences.
LSC employs qualitative and/or quantitative research to identify customer and non-customer key perceptions and motivations as the basis to develop brand position, promise and messaging to reinforce, reposition and/or strengthen the brand, resulting in a better managed and leveraged brand.