Report reveals hidden opportunities in customer records
With battered budgets and new distractions at every turn, its easy to overlook generally accepted 'best practices' and miss out on the wealth of consumer insight virtually every destination already has in their possession. According a recent issue of The Wanderlust Report, it's important, especially during a recession, to remember your best marketing opportunity-the customer information database.
Wanderlust EVP Patrick Reilly recounts his conversations with clients: 'One of the first questions we ask the owners and marketers of the destinations, resorts and tourism attractions we work with goes something like this, 'What is the one thing that you don't have today, or don't have enough of, that could provide you with an undeniable competitive advantage?' Two of the top three answers are usually offered half jokingly: money and time. But the third most common, more serious, and far less elusive answer is consumer insight.'
While many destinations, resorts and attractions have developed sound, reliable strategies for mining consumer insight from their data, others have yet to take advantage of this game-changing undertaking. 'Simple database analysis programs can deliver improved direct mail results or maybe a few cross-sells,' Reilly claims, 'but in-depth evaluation can bring real, meaningful insight to the planning table. 'With leaner media budgets and a continuing onslaught of distractions - including social media - it's a good time to think about taking advantage of your data in a few profitable ways. In addition to boring old demographic reports, or lists of addresses, your customer data can yield a ton of value that can improve just about any facet of your marketing and sales programs,' Reilly said.
The insights hidden in your database can answer questions like:
• What are your customers really like, as people, beyond the numbers?
• What motivates them to pay attention, and ultimately to purchase?
• What are the best ways to reach them?
• Where can I find more like them?
• How can I adjust my messages to be more relevant to them?
• How can I create packages and products that are more appealing to them?
Clearly, having the answers to these questions can empower a destination marketer to make game-changing decisions on where and how to invest their marketing resources, from promotion planning and messaging to choosing target markets and media selection.
Read more of 'Gaining Insight From Your Customer Database' in the Wanderlust Report, Volume 1, Number 8.
About Wanderlust
Wanderlust provides marketing, branding and management consulting to destinations, resorts and tourism attractions. We are experts at uncovering what drives people to choose where they go and building integrated marketing programs to attract them - using the internet, social networks, direct marketing and mass media.
Contact:
Mark Shipley
Phone: 518-272-2500
Email: mshipley@createwanderlust.com
