Tourism & Destination Marketing
Are you responsible for increasing sales for a hotel, restaurant, shop, or local attraction? Whether you run your own business or represent the convention and visitors bureau or chamber of commerce for a city, town or municipality, you already know the value of tourism dollars. Increasing annual tourism rates to your business or municipality means more revenue for you – and more tax revenue for your city.
The perennial question asked daily by tourism and destination enterprise managers remains the same: “How do I make my prospective visitors sit up and take notice of all of the great things that we have to offer? How can we increase our revenues in the short and long term?”
At MindEcology, we answer these questions for our clients in a very unique way: we always start a new client engagement by building a detailed profile of your very best visitors (-> your best customers).
For those visitors who spend the most money with you and visit you the most frequently throughout the year, we use our advanced analytics and segmentation techniques to build a psychographic, demographic and geographic profile that best describes them. The resulting profile not only describes them in great detail, but more importantly, it differentiates them in statistically significant ways from average prospective visitor.
Once we have developed businesses (or city’s) “best visitor profile,” we then proceed to extrapolate a wealth of valuable information from that profile that can be applied directly to your marketing efforts. This data tells us which media (i.e., TV stations, radio stations, websites) they consume, how frequently they purchase certain types of products and services, and the nature of their attitudes towards various types of advertising.
We then leverage that information to help you craft the right positioning statements and messaging that will get your best visitors’ attention. That is because our data will tell us what their “buy buttons” are – what motivates them to make purchasing decisions.
In short: we tell you where, how and how often to reach out to them so that you can maximize your marketing return on investment (ROI).
Unlike the majority of tourism and destination marketing firms, at MindEcology our data analysis process goes well beyond simple demographics such as age, income, presence of kids, and marital status. Rather, our analytics dig much deeper to reveal the “essence” of your best visitors by revealing psychographic, geographic and demographic factors. The categories – or segments – that we utilize allow us to put your visitors into meaningful groups in a way that merely leveraging simple demographics cannot achieve.
For example, consider two next-door neighbors who both earn $60,000 per year, have two kids, and whose heads of household are currently in their mid-50s. A simple demographics-based system will treat both households identically. However, our addition of the psychographics dimension may result in both households being put into completely different segmentation categories: two different segments that historically respond very differently to your marketing outreach.
Why do we go to all of the trouble to do so much up-front research about your best visitors? It’s simple: it’s about return on investment, or ROI. Our experience has shown us time and time again that knowing what your best visitors look like is by far the easiest way to find other prospects who are most similar to them. In other words: our research points out to you specifically which types of households are likely to respond to your outreach efforts.And, higher response rates translate directly to better return on your marketing investment. When you choose MindEcology, you are making a choice to invest your marketing dollars as wisely as possible – before you execute your next campaign.
MindEcology’s tourism and destination marketing services never end with the simple delivery of an analytics report. Rather, we deliver a host of recommendations, detailed maps, and other guides designed to directly inform your marketing decisions.
But, we go a step further: we “complete the arc” by delivering to you our targeted messaging suggestions and actionable, real-world marketing recommendations. We also offer the full range of marketing services, from Web design to PPC ad campaigns to PR, direct mail, media buying, and marketing plan development. We also work very well with your internal marketing teams and/or third party partners.
Our principals have a collective 30+ years working in helping hotels, restaurants, attractions, convention and visitors bureaus and more to attract more visitors and put more heads in beds. We support destination marketing efforts in several distinct locales in the U.S. We are just as comfortable working directly with business owners as we are in supporting CVBs, economic development organizations, and chambers of commerce.
Despite our brainy approach to marketing, the entire MindEcology team is incredibly easy to engage. We explain all of our service offerings in plain English, with minimal-to-no use of jargon and buzzwords. We describe all of our deliverables in clear, simple terms, and our pricing structure is straightforward.
Most importantly, we listen. Meaning: we start every conversation by doing 90% listening and 10% talking. We always strive to understand your particular needs, pain points and opportunities, since we know that there is no cookie-cutter solution that is worth its salt.
Give MindEcology a call today to learn more at 512-326-1300, or contact us online. We will respond to you within one business day or faster.